driving revenue growth with review analytics in china€¦ · reviewpro! driving revenue growth...
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May 2013!
Josiah Mackenzie!ReviewPro!
Driving Revenue Growth with
Review Analytics in China
May 2013!
• Nearly 5,000 clients in 70 countries worldwide trust ReviewPro to improve guest satisfaction and increase revenue!
2!
About ReviewPro
May 2013!
About ReviewPro
3!
REPORTING! ALERTS! ONLINE TOOL!
Global Review IndexTM!
Semantic Analysis!
EDUCATION & SUPPORT!
May 2013! 4!
Data: the ReviewPro difference
May 2013! 5!
ReviewPro in China and Asia
May 2013! 6!
More things change, More they stay the same
May 2013! 7!
More things change, More they stay the same
May 2013! 8!
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
May 2013! 9!
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!
May 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!
!10!
What are we going to talk about?
May 2013! 11!
Product improvements: Olivia Plaza Hotel
Our overall ratings improved considerably after we implemented these measures.!
!
! !!!- Ricardo Samaan, Olivia Plaza Hotel!
• Used semantic analysis to improve breakfast offering!
• Significantly reduced the number of negative reviews and comments!
“!
May 2013!
• Checkout includes guest satisfaction check:!– Negative: A manager is involved to resolve problem!– Positive: Receptionist encourages sharing
experience in review!
12!
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!
May 2013! 13!
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!
May 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!
!14!
What are we going to talk about?
May 2013! 15!
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!
May 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.!
16!
Study by Cornell University
May 2013! 17!
Revenue improvements: Melia Hotels
“!ReviewPro helps us identify strategic opportunities, understand challenges and try to find potential for maximizing RevPAR.!
Vives Soler, Melia Hotels!
May 2013!
Revenue Optimizer
18!
• 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!
May 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!
!19!
What are we going to talk about?
May 2013! 20!
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!
May 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!
!21!
What are we going to talk about?
May 2013! 22!
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 in helping you to maximize revenue!
May 2013! 23!
Contact
Josiah Mackenzie !!Director of Business Development!!!
josiah@reviewpro.com!Twitter: @reviewpro!Mobile: +1 415 671 9629!Website: www.reviewpro.com!
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