Presented By: Chris Dexter

Vice President of Operations Wyndham Grand Plaza

Royale Hotels & Resorts - Greater China;

& General Manager, Wyndham Grand Plaza Royale

Hangzhou

Using Data to Better understand your

Customer

• Wyndham Hotel Group

- Over 1000 hotels on the Chinese Mainland

- Encompassing: Wyndham Grand, Wyndham, Howard

Johnson, Ramada, Days Inn and Super 8

• Wyndham Grand Plaza Royale Hotels and Resorts

- 11 In operation

- 3 In pre-opening

- 11 in the pipeline

-

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Chris Dexter

• Pre and post opening of the Wyndham Grand PlazaRoyale Hangzhou since December 2008 until presenttime.

• My background: British

• 3 years as Director of Food and Beverage, the DusitThani Bangkok

• Thereafter Director of Operations for the opening of HiltonChongqing, then Phuket Thailand and England, UK.

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Examining how social media is changing

the way hotels and resorts are comparing

the service and hardware of their

properties versus the competitors

• Historical guest feedback questionnaires.

By management walk around and verbal engagement with guests.

• 2000-2003 emergence of “real time feedback”

• 2008 onwards, TripAdvisor gains traction as a tool both for the consumer and hotelier, but for different reasons.

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Influence of Reviews 评论的影响力

51%的客人受到酒店声誉、推荐和在线评论的驱使而进行预订

35%的社会媒体客人会在浏览媒体平台后改变他们所预订的酒店

在Expedia上，4.0或5.0的好评论要比1.0-2.9的差评收获双倍的价值

Source: Jennifer Davies, Expedia

Source: World Travel Market

The Customer Experience Philosophy

客户经历理念A strategic approach of obtaining, measuring and taking

action upon customer experience feedback in a holistic way.全方位获取、衡量客户经历反馈并采取行动的战略途径！

Unsolicited Guest Feedback Solicited Feedback Targeted Feedback

Social Channels

Customer Care

Email Surveys Sent

to GuestsMystery

Shop

Quality Assurance

主动提供的客户反馈 需征求的客户反馈 目标反馈

暗访

质量审计

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Survey Process 信息反馈过程

The invitations are

sent to the guest

to comment on

OTAs.客人的联系方式会被发送至在线旅行机构

Guest checks

out of the

hotel客人离店

Guest receives

a personalized

review invite

through hotel’s

e-mail database

for example for

TripAdvisor

(decided by

Hotel

management)

and automatic

invitations from

other OTAs.

根据客人数据库，到到网的客人会收到私人的评估邀请，其他在线旅行机构会自动发送邀请给客人。

Reviews are

posted online &

appear in

Revinate 评论上线并在Revinate中显示

1 2 3

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Advantages of Reputation Management Company

• Detailed weekly/monthly reports for all departments

详细的周报和月报

• Awareness of current ranking within competitive set

竞争圈中的排名意识

• Possibility to forecast trends 预测趋势的可能性

• Motivational tool to strive management & staff performance 驱动管理及员工绩效的动力工具

• Time saving instrument to see own & competitive feedback (all newreviews combined, also from direct competitors on daily basis) 看到对自己和竞争者反馈的节时器（所有新的评估都会整合起来，包括直接竞争者的日常评估）

• See detailed analysis of strengths & weaknesses

查看细节化的优劣势分析

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Ctrip Drives Significant Room Nights Growth

Especially With Rating Improvement

提高携程网的评分对驱动间夜增长有重大的意义

C-trip

Year Rating Room Nights Revenue

2010 4.5 3484 5,373,266.89

2011 4.6 3290 5,657,878.00

2012 4.7 6053 9,752,846.30

2013 4.7 9424 13,633,912.90

2014 4.7 9915 14,204,587.00

2015 4.8 14263 19,254,782.00

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3rd Party Software Comparison

竞争对手中的软件对比

• Revinate： Hilton, Jumeirah, Wyndham, Radisson in 2015

• Brand Karma & Revinate： Intercontinental Hotel group

• Trust you： Accor (Sofitel)

• Trust you： Kempinski ?

• Medallia：Marriott and Starwood

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Main reviewing websites at

WGPR Hangzhou - 2015

Source: Revinate - WGPR Hangzhou - 2015 11

Sentiment Analysis

Source: Revinate - WGPR Hangzhou - 21 to 27 February 2016 12

Sentiment Analysis

Source: Revinate - WGPR Hangzhou - 21 to 27 February 2016 13

Breaking down the

“competitor’s” strength and

weakness in service,

cleanliness, hardware and

location to allowing individual

to be strategic in prioritizing

improvements

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Rating comparison with

competitors on all OTA channels

Source: Revinate - WGPR Hangzhou - 21 to 27 February 2016 15

• This week we are leaders in location and service andwe are second behind JW Marriott in cleanliness. Wedecreased our scores in cleanliness and location andmaintained the service rating.

Competitive Benchmark

Source: Revinate - WGPR Hangzhou - 21 to 27 February 2016 16

3rd Party Weekly• CTRIP:

• Last week, our score has decreased from 4.83 to 4.82 with 47 new

comments.

• 38 comments mentioned the good service from E-lounge, Lobby and lobby

bar (1).

• However, we can quote many negative aspects such as：

• Breakfast: the quality is so so (1).

• Health Club: no one clear up the towel from the last guest. (1) the

temperature in the big pool a bit cold (1).

• Bathroom: The shower was leaking (2) , Last week also once mentioned

about it.

• Decoration: old (1)

• Others:

• Elong: very positive review about the location and convenient

transportation, Good service and cleanliness.

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3rd Party weekly

• Overall, we received last week a score of 4.8 out of 5, getting a bit higher comparing to the week before (4.77).

• Except our hotel and Hyatt’s, JW Marriott and Shangri-la have increased their positive reviews:

• Wyndham: From 94% to 98%. ( we are the best from this week)

• Hyatt: From 96% dropped to 95%

• JW Marriott: From 91% to 93 %.

• Shangri-la: From 84% dropped to 72%.

• TripAdvisor:

• We maintained our first position again last week , Hyatt regency from 11 to 10, JW Marriot stay the same as last week. However, Shangri-la's rank went from 36 to 43.

• We received 6 new comments, 5 have been rated 5/5, 1 rated 4/5. ( 4 comments are from Daodao.com)

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Can single unit and privately

owned property’s compete with

the international chains on

securing the same benchmark

service?

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YES!

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Positive reviews 积极的评论

How to stimulate 如何激起积极评论？

- Pay attention to OTA bookings (room assignment, amenities…)

-关注旅行社预订（分房、客用设施设备….)

- Warm and personalized service exceed guest expectations

-热情而个性化的服务 超越客人期望- Pick suitable guests to invite personally ( repeating guests, honeymooners,

families, long stay guests …)

挑选合适的客人并亲自邀请（常客，蜜月客，家庭客，长住客…)

Important to thank the guest for a positive review: can be decided individually

by each hotel if online reply or personal thank you note is preferred

感谢客人给予积极的评估很重要: 各酒店可以自己决定是否需要在线回复或者是给出个性化的感谢信

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Utilizing conventional data information

and “time honoured” feedback practices

to gain a service edge

• ‘Service’ can be always changed during stay,

should have the awareness and quick action to

change bad to good

• Comment action meetings: location, service,

facility, cleanliness

• GM in the lobby: 20 minutes – Breakfast; 20

minutes – Lunch; 20 minutes – Dinner

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Discovering Ways to Secure Positive

Reviews 发现保持好评的途径

• Build a strong guest lobby team (between 8 and 10 staff for a 300 room hotel)

• Guests need repetition, they want to be re-cognized

• Give empowerment to the lobby team

• Sign bills, meals/coffees, upgrades

• Have your team call each guest within 15 minutes after check-in

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• Call following day, those guests who have booked online

via a top channel

• Walk around, GM speak to guest and staff

• Look to be proactive prior to arrival and during the guest

stay.

• Recognize a problem before check out.

• Create a team to review the comments. Lists them into

Location, Cleanliness, Service, Facilities

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Managing Positive

& Negative

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