Ranjan KHOTEJAMBA2A

Online Reputation Managament

Offer organized around 4 tools:

1. Global Review Index (GRI): general online reputation score based on data from all major online travel agencies and review sites; calculated at different levels (individual hotel, group of hotels) for different periods (day, week, month, year); based on proprietary algorithm .

2. Revenue Optimizer: hotels can measure their revenue performance (ADR, occupancy rate and RevPar) and reputation (obtained through GRI) to compare them with competition thanks to an integration with benchmarking data such as STR. Useful to make quick and appropriate decisions.

3. Guest survey Management: provides a 360° guest intelligence by gathering customers’ feedbacks. Survey responses can be posted on social media platforms. Results provided in a single dashboard can be shared with managers and staff through integration with hotel’s management systems.

4. Sentiment Analysis: by analysing hundreds of millions of reviews and splitting them into more than 120 hospitality categories, Sentiment Analysis provides a detailed view of customers’ feedback, allowing hotels to identify their strengths and areas of improvement. It works on 13 languages.

The above tools enable ReviewPro to offer:• Competitive intelligence: based on Revenue Optimizer and Sentiment

Analysis, Competitive Intelligence offers insights into competitor’s performance

• Social Media Monitoring: While analysing reviews, ReviewPro continuously monitors leading social networks, sending automatic alerts.

• Data Portability: Key data from the above tools can be exported into Excel or integrated into existing systems; conversely, data from other GSS can be imported into ReviewPro to be integrated in one dashboard

Its offer “inGuest” comes in 5 “bricks”:

• 1. Guest marketing: allows automated communications throughout the guest lifecycle as well as ultra-targeted guest communications to improve loyalty

• 2. Guest Profiles: provide comprehensive guests data (stay and spend history, preferences) to better understand and anticipate their needs.

• 3. Mobile App: aims at giving gests access to hotel and staff 24/7 (advanced check-in, room service, concierge requests)

• 4. Request Centre: allows staff to manage guest’s requests (including those from Mobile App) in an efficient and responsive way.

• 5. Guest Feedback Suite: capitalizes on the data obtained from the above “bricks” to deliver all feedback into a single integrated system. Includes:• a. Online Reputation Management: provides detailed key metrics;

compares hotel’s strengths and weaknesses with competitors; monitors , in real time, what is said on social media, and sends alerts; create revenue reports correlated to online reputation.

• b. Post Stay Survey: questions can be customized to induce guests to give a candid feedback; reviews can be posted on TripAdvisor; access to sophisticated sentiment analysis engine; corporate reporting can be created by properties, group or brand; provides 360° view of guests from private surveys, online reviews and social media posts

• c. On site survey: using Ipads conveniently located throughout the hotel, guests can answer questions about their stay in general or a specific place (e.g. lobby or restaurant). Real-time alerts are available; happy guests can be induced to write reviews on TripAdvisor or Google+. A detailed reporting can be used to improve operational activities and HR management (training, recognition).

Why is it important to ROI

ORM serves a double purpose:

1. Reputation

• On the one hand, a majority of hotel bookings are made through internet, based on reviews posted. On the other hand, internet is a place where people can write anything, give unfounded opinions and share experiences, good or bad. It is thus of the utmost importance for a hotel to keep an eye on what is written.

2. Guest profile

• The huge amount of information left on internet by prospective and real guests is a mine from which profiles can be determined and expectations anticipated.

ORM companies provide indispensable tools to reach these goals.

The hotel which can best look after its reputation and has the best knowledge of guests is sure to attract more customers, get a better loyalty and generate greater revenues.

Which service would you choose - why?

Both services are definitely revenue driven; both provide a monitoring and analysis of social media, a 360° view of guests as well as a correlation between reputation and revenues. Both provide training and assistance.

Revinate offers a Mobile App which allows a 2-way communication between hotel and guests and a Request Centre to deal with guests’ requests.

When it comes to the core of ORM and revenues however, ReviewPro seems to lead the race:

• Its proprietary Global Review Index is becoming the standard for hospitality reputation management; Cornell University based an important research “Cornell Hospitality Research “Online Reputation Directly Affects Pricing Power, Occupancy & RevPAR “ on ReviewPro’s GRI

• The technology behind ReviewPro’s Sentiment Analysis has been granted an award.

• By combining STR and GRI data, ReviewPro offers not only a correlation between online reputation and revenues, but also a benchmark with competitors.

• Data portability is more important in ReviewPro offer: importing data from other sources into ReviewPro allows the production of integrated dashboards while exporting data into Excel or a system in use in the hotel enables a greater flexibility in the presentation of reporting and dashboards.

• ReviewPro and TripAdvisor are partners

• For these reasons, I would choose ReviewPro.

Which service would you choose - why?

What is the relationship of ORM to social media?

• ORM helps to analyse and manage the brand reputation on social media

• It helps to understand the customers’ expectations

• It helps to understand brand position and compete with the competitors

• It helps to manage all the social media platforms under one roof

The benefits for the brand: • Provides the complete dashboard which helps to

measure and analyse the data• Understands the customers’ perception about the brand• Provides competitive advantage with the competitors,

tracks competitors activities

How would you use ORM in your hotel website, in your social publishing?  Maximize UGC?

• ORM can be used:

• to schedule the posts in social media sites

• to link all social media sites and reviews from OTAs

• to get the insight of the contents, deduce the most popular topics, generate contents on these topics; this should increase the customers engagement

• understand customers’ profiles to personalize communication and service

• to maximize UGC• Post contents in which customers can participate to increase

their engagement• Mention individual customers (with their authorization) to

increase the visibility of brand in customer’s circles • Invite selected customers as guest bloggers and offer them a

complimentary service