March 2013!

RJ Friedlander!CEO, ReviewPro!

@rjfriedlander!@reviewpro!

The Impact of Social Media & ORM on Revenue

March 2013!

•  Nearly 5,000 clients in 70 countries trust ReviewPro to improve guest satisfaction and increase revenue!

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About ReviewPro

March 2013!

• Online reputation management as a proxy for tracking and improving guest satisfaction !

!• How innovative hoteliers are leveraging the social web to improve

the guest experience!!• Can increasing your online reputation drive revenue growth?!

• How we help hotels manage their online reputation!

• Key takeaways!

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What are we going to talk about?

March 2013! 4!

More things change, More they stay the same

March 2013! 5!

More things change, More they stay the same

March 2013! 6!

Introduction to Online Reputation Management

Listen   React   Revenue  

•  Reviews  are  no  longer  targeted  

•  Wider  audience  •  Understand  Sen5ments  •  Monitor  mul5ple  

sources  

•  Posi5ve  Reputa5on  is  about:  •  Communica5on  •  Internal  ac5ons  •  Highligh5ng  posi5ves  •  Establishing  trust  

•  Increase  Reviews  •  Increase  Distribu5on  •  Steal  Market  Share  •  Add  ORM  to  Revenue  

Metrics  •  Drive  Revenue  

March 2013! 7!

Opportunity to leverage the social web

Know everything that is being said online about your hotels – “ 24/7 Mystery Shopper”!

Identify areas of improvement based upon quantitative & qualitative customer feedback !

Benchmark your guest satisfaction indexes against your direct competitors!!Maximize online distribution sales and increase direct bookings!

Get your team on the same page!

March 2013!

The future of measuring customer satisfaction

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REPORTING! ALERTS! ONLINE TOOL!

Global Review IndexTM!

Semantic Analysis!

EDUCATION & SUPPORT!

March 2013!

• Online reputation management as a proxy for tracking and improving guest satisfaction !

!• How innovative hoteliers are leveraging the social web to

improve the guest experience!!• Can increasing your online reputation drive revenue growth?!

• How we help hotels manage their online reputation!

• Key takeaways!

!9!

What are we going to talk about?

March 2013! 10!

Product improvements: Olivia Plaza Hotel

Our overall ratings improved considerably after we implemented these measures.!

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! !!!- Ricardo Samaan, Olivia Plaza Hotel!

•  Used semantic analysis to improve breakfast offering!

•  Significantly reduced the number of negative reviews and comments!

“!

March 2013!

• Checkout includes guest satisfaction check:!–  Negative: A manager is involved to resolve problem!–  Positive: Receptionist encourages sharing

experience in review!

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Service improvements: CitizenM Hotels

We get people saying, ʻI usually donʼt write a review, but my stay at citizenM was so special because you did this specific thing that made me think WOW.ʼ!

- Diego Sartori, CitizenM !“!

• Higher volume of positive reviews and negative reviews are minimized because guests do not leave the hotel with a negative feeling!

March 2013! 12!

Service improvements: Corinthia Hotels

• Use their Twitter account to provide service to their guests!

“!Weʼre turning negatives into positives. Weʼre transparent in reacting to issues in front of everyone. That helps our customers trust us.!

Jason Potter, Corinthia Hotels!

March 2013!

• Online reputation management as a proxy for tracking and improving guest satisfaction !

!• How innovative hoteliers are leveraging the social web to improve

the guest experience!!• Can increasing your online reputation drive revenue growth?!

• How we help hotels manage their online reputation!

• Key takeaways!

!13!

What are we going to talk about?

March 2013! 14!

Quantifying the impact of ORM on revenue

“! A 1-point increase in a review score equates to a 9% increase in average daily rate.!

Expedia!“!Guests are willing to pay 38%

more for hotels whose online reviews indicate top-level service !

comScore!

March 2013!

•  Basis of the Analysis:!

–  More than 930,00 samples reviewed over the period of 2 and a half years!

–  Luxury, Upscale and Midscale establishments!

–  In 11 key markets across the UMS and Europe!

ü  Specifically Madrid, London, Rome, Berlin, Milan, Prague, Chicago, Los Angeles, New York, San Francisco and Miami !

•  The study therefore reaffirms the impact of Online Reputation on all offline and online Distribution channels.!

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Study by Cornell University

March 2013!

Competitive Quality IndexTM (CQI)

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March 2013!

Competitive Quality IndexTM (CQI)

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March 2013!

Revenue Optimizer

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• Use the CQI™ alongside other industry metrics(STR, TravelClick):!–  Identify if you are achieving fair share of market from a quality

perspective!–  CQI is calculated by dividing the GRI with the Competition

Average GRI!

March 2013! 19!

Revenue classification of “Chain A”

March 2013!

Revenue  Opportunity  

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•  Possible  Internal  Ac5ons:  -  Set  up  alerts  on  ReviewPro  for  all  Managers  to  be  up  to  date  

on  all  reviews  from  guests  to  maintain  high  CQI™  -  Set  up  the  monthly  reports  and  Snapshot  to  be  up  to  date  on  

trends  within  your  hotel  -  Iden5fy  whether  you  have  an  opportunity  to  increase  rates  -  Benchmark  CQI™  against  other  metrics  in  the  market  -  Add  the  GRI™  widget  to  the  hotel  website  to  drive  direct  

bookings  

•  Key  trends  to  analyze  further  ReviewPro  Indexes  82.6%  80.6%  77.1%  

ihh

Cleanliness  Value  Loca5on  

Seman5c  Men5ons  

Scores   Nov  110%  78%  

Revenue Opportunity

CQI  RevPAR  

Room  Room  

 (“Dirty”,  “Small”,  “Dark  and  Depressing”)    (“Poor  Service”,  “Wifi  Horrible”,  “Slow”)  

March 2013! 21!

How it looks in ReviewPro

March 2013! 22!

Detail of your weaknesses vs. the competition

•  The Semantic Analysis for the competition enables you to:!

–  Which concepts you have posistive and negative mentions!

–  Identify exactly what your competitors customers are saying about specific concepts for the competitor hotels!

March 2013!

Management & Brand Reports

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•  Reports Available!–  Executive Summary!–  Quality & Operations!–  Sales & Marketing!–  Brand Reports!

March 2013!

Snapshot

•  Daily & Weekly Update of Online Evolution!–  GRI Evolution!–  Number of Reviews!–  Number of Semantic Mentions!–  Social Media Mentions!–  Competition GRI Update!

March 2013!

• Online reputation management as a proxy for tracking and improving guest satisfaction !

!• How innovative hoteliers are leveraging the social web to improve

the guest experience!!• Can increasing your online reputation drive revenue growth?!

• How we help hotels manage their online reputation!

• Key takeaways!

!25!

What are we going to talk about?

March 2013! 26!

Key takeaways

•  The social web provides guest insights that can be turned into action across the organization!

•  Proactively managing online feedback can significantly improve the guest experience !

•  The Global Review IndexTM is the leading barometer for online guest satisfaction benchmarking !

•  The impact of social analytics plays a key role in helping you to maximize revenue!

March 2013! 27!

Contact

R.J. Friedlander!CEO!!!

rfriedlander@reviewpro.com!Twitter: @rjfriedlander!Skype: rjfbcn!Mobile: +34 610 459 003!Website: www.reviewpro.com!

Visit our booth: Hall 7.1c, Stand 101 (just outside the eTravel Lab)!