your host - reviewpro · google reviews 2. an overview of the new google hotel search experience...
TRANSCRIPT
Your Host
#SMWebinar2
Daniel Craig
VP of MarketingReviewPro@dcraig@ReviewPro
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Share Your Questions & Comments
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Follow our live tweets! Tweet your comments, questions &
tips using @ReviewPro and #SMWebinar.
Visit the Resource Hubwww.reviewpro.com/resources
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Poll 1
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How best would you describe your company’s approach to Google reviews?
1. We have a clear strategy in place.
2. We don’t have a strategy, but we closely manage Google reviews.
3. We monitor and respond when we can.4. We don’t currently manage Google reviews.
5. What’s Google?
Use the pop-up window on your screen to respond.
???
Today’s Topics
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1. The latest trends and data related to Google reviews
2. An overview of the new Google hotel search experience design
3. Managing your Google My Business listing
4. Increasing your rating and review volume
5. Using ReviewPro to manage review distribution and benchmark performance
6. Q&A
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Today’s Presenters
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Daniel Craig Alex HannonCliff Galitz
VP of MarketingReviewPro
@dcraig
Partner Development ManagerGoogle
Customer Experience ManagerJurys Inn
Leonardo Hotels@JurysInnHotels
Danica Smith
Product SpecialistReviewPro
@Danica_Smith
Danica Smith
Product SpecialistReviewPro@Danica_Smith@ReviewPro
Thanks for Joining Us Today!
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Upgrade the Guest Experience
Specializing in Guest Experience Improvement
Hotels RestaurantsDestinations &
Star RatingsConsultants &
AdvisorsHotel Owners &
Investors
Management & Representation
Companies
• 43,000+ Clients & Partners in 150+ Countries
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43,000+ Clients & Partners in 150+ Countries
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Hotels RestaurantsDestinations &
Star RatingsConsultants &
AdvisorsHotel Owners &
Investors
Management & Representation
Companies
Tools & Processes to Improve the Guest Experience
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Data InsightsOperational
& Service Priorities
ResultsAction
Online Reputation Management
Guest Intelligence Improvement SuiteTM
Guest Satisfaction Surveys*
Guest MessagingHub
Case Management
*In-stay and post-stay surveys
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Google: Gateway to Travel Planning
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Google Users Have Been Busy
-50,0%
0,0%
50,0%
100,0%
150,0%
200,0%
250,0%
300,0%
350,0%
Expedia
Booking.com
Hotels.com
TripAdvisor
Ctrip
Change in Review Volume
2017
2018
Source: ReviewPro, 2018.Data set: 22,286 3, 4 & 5-star hotels in regions around the world.
Reviews posted Jan 1 – Oct 31, 2017 & 2018.
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Review Market Share Has Shifted
Google37%
Booking.com 31%
TripAdvisor12%
Ctrip4%
Hotels.com3%
Expedia3%
Other10%
Source: ReviewPro, 2018.Data set: 22,286 3, 4 & 5-star hotels in
regions around the world. Reviews posted Jan 1 – Oct 31, 2018.
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Hotels Are Actively Responding
48%
45%
42%
41%
33%
31%
Source: ReviewPro, 2018.Data set: 22,286 3, 4 & 5-star hotels in regions around the world.
Respondable reviews posted Jan 1 – Oct 31, 2018.
Management Response Rate 2018
Cliff Galitz
Partner Development ManagerGoogle
Guest Presenter
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Proprietary + Confidential
November 2018
Hotel Search & User Reviews
“events” or “attractions” +“near me” searches have grown more than 5x on mobile over the past 2 years.1
“where to go”searches have grown more than 60% on mobile over the past 2 years.1
57% of U.S. travelers feel that brands should tailor information based on personal preferences or behaviors.2
Immediate Relevant (to me) Assistive
Sources: 1. Google Data, US, July-Dec 2015 vs. July-Dec 20172. Google/Phocuswright Travel Study 2017, Base: Leisure Travelers: US: n=857
Confidential + Proprietary
Hotel Search Experience
Confidential + Proprietary
Confidential + Proprietary
Confidential + Proprietary
Confidential + Proprietary
Managing Reviews & ContentGrow reviews
Engage with guests
Add photos & videos
Manage attributes and related businesses
New openings
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Poll 2
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What’s your biggest challenge with Google reviews?
1. A better rating2. More reviews
3. Negative comments
4. Not enough time/resources to respond5. Convincing coworkers of their importance
Use the pop-up window on your screen to respond.
???
Alex Hannon
Customer Experience ManagerJurys Inn & Leonardo Hotels UK and Ireland@JurysInnHotels@LeonardoHotels
Guest Presenter
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Jurys Inn
• Part of the Fattal Group
• 44 hotels in the UK & Ireland, 1 in Prague
• 36 Jurys Inn
• 9 Leonardo
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Importance of Google
• Visibility
• 1st point of call
• Impact on local listings
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Dealing With Reviews
• Centrally set response policy
• Respond to all negative feedback
• Quality is key
• Measured & reported on from within ReviewPro
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Using Reviews
• Utilize filters
• Tactical decisions made by hotels
• Longer term strategy set from head office
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How We Respond
• Google My Business managed by head office marketing
• Hotels submit responses
• Marketing team upload to Google
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Challenges
• Review platform linked to Google My Business
• Disputing reviews
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Positive Impacts
• +3% GRI
• +36% management response
• 92% audit pass rate
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Tips For Optimizing
• Act on the feedback (utilize ReviewPro)
• Be seen to be responding (quality is everything)
• Direct guests toward Google
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Managing Review Distribution &
Benchmarking Performance
Understanding Your Review Distribution
• It’s important to constantly monitor your review distribution and understand how these changes impact your business.
Boost Review Volume on the Right Channels
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• Choose where to build review volume and freshness by implementing one of the following Review Collection Programs:
TripAdvisor Review Collection Program
Google Review Collection Widget
HolidayCheck Review Collection Program
Implementing a Management Response Strategy
• You need to implement a realistic and achievable management response strategy for your business to ensure you spend your resources in the right way.
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Q&A with Our Panelists
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Daniel Craig Alex HannonCliff Galitz
VP of MarketingReviewPro
@dcraig
Partner Development ManagerGoogle
Customer Service ManagerJurys Inn
Leonardo Hotels@JurysInnHotels
Danica Smith
Product SpecialistReviewPro
@Danica_Smith
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Learn More at ReviewPro’s Resource Hub
#SMWebinar
#SMWebinar
Data InsightsOperational
& Service Priorities
ResultsAction
Online Reputation Management
Guest Intelligence Improvement SuiteTM
Guest Satisfaction Surveys*
Guest MessagingHub
Case Management
*In-stay and post-stay surveys
Tools & Processes to Enhance the Guest Experience