Up Next Dan Towvim, Sr. Director, ecommerce, Sonesta International Hotels Corporation MONETIZING YOUR (DIGITAL) REPUTATION
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1 Up Next Dan Towvim, Sr. Director, ecommerce, Sonesta International Hotels Corporation MONETIZING YOUR (DIGITAL) REPUTATION 1
2 MONETIZING YOUR ONLINE REPUTATION MANAGEMENT Dan Towvim, Senior Director of ecommerce Sonesta International Hotels
3 Why is marketing talking about this?
4 1-point increase in a review score equates to a 12% increase in average daily rate Cornell Hospitality Study
5 Experience Feedback Model Guest Satisfaction Surveys Vendor/ Partner Feedback Social Media Reviews Call Center Guest Feedback Employee Surveys Listening to: GUESTS : CLIENTS : EMPLOYEES : VENDORS
6 Experience Feedback Model Guest Satisfaction Surveys Call Center Guest Feedback Social Media Reviews Mystery Shops/ Audits Employee Surveys These are the main drivers of Voice of the Guest (VOG)
7 VOG Changing Landscape Comment Cards GSS Word of Mouth Social Media (ewom) GSS
8 Sonesta Reviews Last 6 Months:
9 Which sites allow you to respond?
10 DRIVING HOTEL REVENUE
11 How guests make booking decisions
12 By-The-Numbers 90% said they trust recommendations from people they know 70% trust opinions of unknown users 50% of people won t book a hotel if there are no reviews 51% of travelers post hotel reviews after a trip to share their experience Let s review how it affects revenue
13 Influences Booking Decisions 50% won t book a hotel if there are no reviews
14 Influences Booking Decisions
15 Increase Bookings/ADR/Revenue Improving TripAdvisor score by 1 point Increases price by 12% at same occupancy Hotel Example Rooms 300 Occupancy 75% Rooms Sold 82,125 ADR $125 ADR INCREASE 12% NEW ADR $140 INCREMENTAL REVENUE $1,231,875
16 Create Loyalty, Repeat Guests Managing reputation creates loyal guests and provides free advertising (word of mouth) -MarketMetrix
17 Find Competitive Advantages See how your comp set is doing
18 Then drill down to see what their guests are saying Most of their reviews are positive All raving about lots of value-adds Free hot chocolate Complimentary wine hour Free coffee in morning Even willing to overlook the $42 parking fee
19 So what does this mean for you? Increase value for money lots of complaints about parking, but competitors are getting pos. reviews for hot chocolate bar, free coffee, wine hour, internet and no neg. reviews on parking = either offer more packages or come up with other value adds for the guest so they feel like they re getting a good value!
20 Gain Valuable Insight
21 HOW WILL WE DO IT?
22 Listen Learn Leverage Hotels access feedback Potential guests see reviews and book Respond to reviews Guests write more positive reviews Make operational improvements Identify ways to improve
23 Listen Learn Leverage Hotels access feedback Potential guests see reviews and book RepMgt Tool Guest Sat Surveys Respond to reviews Guests write more positive reviews Make operational improvements Identify ways to improve
24 Dashboard to Drive Team Focus
25 Listen Learn Leverage Hotels access feedback Potential guests see reviews and book Guests write more positive reviews Set goal to respond to 100% of reviews Make operational improvements Respond to reviews Identify ways to improve 57% agree that seeing management response makes me more likely to book the hotel
26 Listen Learn Leverage Hotels access feedback Potential guests see reviews and book Guests write more positive reviews More reviews increases visibility to future guests and gains additional trust Set goals for number of new reviews per week, month or quarter Make operational improvements Respond to reviews Identify ways to improve An extra 30 reviews drives overall review score up 5%!
27 Listen Learn Leverage Hotels access feedback Potential guests see reviews and book Guests write more positive reviews 70% of online consumers trust opinions of people they don t know 50% won t book a hotel that doesn t have online reviews Make operational improvements Respond to reviews Identify ways to improve
28 In Short Guest Feedback is important to marketing Social Reviews is big, and getting bigger Lots of review sites not just TripAdvisor Responding to reviews WILL drive revenue Hotels/chains need to focus on their need areas Thank you!
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