Driving Revenue Growth with Review Analytics in China
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1 Driving Revenue Growth with Review Analytics in China Josiah Mackenzie ReviewPro May 2013
2 About ReviewPro Nearly 5,000 clients in 70 countries worldwide trust ReviewPro to improve guest satisfaction and increase revenue May
3 About ReviewPro Global Review Index TM Semantic Analysis REPORTING ALERTS ONLINE TOOL EDUCATION & SUPPORT May
4 Data: the ReviewPro difference May
5 ReviewPro in China and Asia May
6 More things change, More they stay the same May
7 More things change, More they stay the same May
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
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 Get your team on the same page Benchmark your guest satisfaction indexes against your direct competitors Maximize online distribution sales and increase direct bookings May
10 What are we going to talk about? 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 May
11 Product improvements: Olivia Plaza Hotel Used semantic analysis to improve breakfast offering Significantly reduced the number of negative reviews and comments Our overall ratings improved considerably after we implemented these measures. - Ricardo Samaan, Olivia Plaza Hotel May
12 Service improvements: CitizenM Hotels Checkout includes guest satisfaction check: Negative: A manager is involved to resolve problem Positive: Receptionist encourages sharing experience in review Higher volume of positive reviews and negative reviews are minimized because guests do not leave the hotel with a negative feeling 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 May
13 Service improvements: Corinthia Hotels Use their Twitter account to provide service to their guests turning negatives into positives. Weʼre transparent in reacting to issues in front of everyone. That helps our customers trust us. Jason Potter, Corinthia Hotels Weʼre May
14 What are we going to talk about? 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 May
15 Quantifying the impact of ORM on revenue Guests are willing to pay 38% more for hotels whose online reviews indicate top-level service comscore A 1-point increase in a review score equates to a 9% increase in average daily rate. Expedia May
16 Study by Cornell University 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. May
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
18 Revenue Optimizer 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
19 What are we going to talk about? 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 May
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
21 What are we going to talk about? 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 May
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 Index TM is the leading barometer for online guest satisfaction benchmarking The impact of social analytics in helping you to maximize revenue May
23 Contact Josiah Mackenzie Director of Business Development Mobile: Website: May
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