REPUTATION MANAGEMENT

Online Strategies in the Hospitality Industry

By Víctor CORRALIZA

es.linkedin.com/in/victorcorralizagutierrez

Reputation Management

Mid-90’s: Crisis Management

90’s-2000’s: A new CRM Approach

NOW:

x100

x40

+5~9%

4.24:

4.25:

+1 =

Reputation Management

Is this effort worth?

By 2011 +1 star allowed in-creasing revenues between a 5 and 9% in a resturant.

The difference between a 4.24 and a 4.25 rating is half star

Occ. 0,54%

ARR. 0,89% RevPAR 1,42%

Today reviews can be monitored in more than 40 languages through more than 100 sites with a sin-gle software.The combined metrics of these reviews are called GRI Index by ReviewPro and Cornell University

+1 point at GRI Index allows an increase of the fo-llowing in a hotel according Cornell’s research:

Reputation Management

During a Reputation Crisis a reactive Ap-proach can arrive late

Proactive:

After a Reputation Crisis, 7 out 10 search re-sults can report negative content according to Big Blue Robot, a reference in the Reputation Management Consultancy Business

Big Blue Robot’s CEO states sales after a Reputa-tion Da-mage can drop by USD 2M

So Reputation Management pays back pre-venting potential setbacks to Proactive Managers

Reputation Management is a large Industry today.

Clients to this industry can be either Proactive or Re-active

Do!

1

2

3

Reputation Management

4

Be Social! Our Guests need to talk with you, not only about you

Proactive:

Blogging! Show your exper-tise, become a reference and be found by your quality co-nents

Think out of the box! Videos index well in search results. Your guests videos perform better on buyers’ decissions

Be mobile friendly! 90% of inter-net traffic is forecasted to be mo-bile by 2017

Víctor CORRALIZAes.linkedin.com/in/victorcorralizagutierrez