Online Hospitality Clarisse Blog: Reputation Management

SESSION 1:

"Online Reputation Management is the practice of crafting strategies that shape or influence the public perception of an organisation, individual or other entity on the Internet. It helps drive public opinion about a business and its products and services."
Technopedia

Review Pro:

- enable hotelier to profit from social web ==> manage online reputation
- help hotelier manage online review and user-generated content
- know everything what is being said about their properties
- advices to increase revenue
- benchmark the competition

Services:

- Global Review Index
- Guest Survey Management
- Sentiment Analysis
- Competitive Intelligence
- Data Profitability
- Social Media Monitoring

Revinate:

- Turn guest data into revenue and satisfaction

- Innovative powerful communication tool ==> ultra-targeted

- "Know your customers thanks to guest profiles"

- Offer 24h contact to guests thanks to the mobile app

- Handle guests feedbacks

- New center for requests management

Review Pro vs. Revinate

Review Pro is more market positioning oriented while Revinate is more customer oriented

Revinate target marketing to drive revenue and loyalty (proactive strategy) while Review Pro focus more on guest feedbacks.

Why is it important to ROI?

"If a property can increase its review score by one point (on a 5-point scale) an OTA channels, it could increase its prices by about 11,2% and still maintain the same occupancy rates"

Cornell University

==> Customers behavior has changed considerably within the past few years. Hotels today have to do everything to meet their customers' new expectations.

ORM has a direct impact on reputation: Reputation = Revenue

Which service would you chose; why?

- Both services drive revenue

- Both help analyzing deeply customers expectations

However, I think I have a preference for Revinate. It looks more efficient to make hotels goals happen. The company presents a good strategy of data collection and acting toward customer oriented strategy is definitely a good way to fulfill a maximum their guest expectations. Moreover, the website is really user friendly and can definitively become a preventive useful tool.

What is the relationship of ORM on social media?

ORM : - helps to analyze and manage a companies' reputation on social media

- allows companies to understand and target their customers expectations

- can be integrated as a differentiator from the competition

- contribute in learning how to integrate social media in emails, reviews, analytics...

How would you use ORM in your hotel website in your social publishing?

I would use it because it is a web based analytical tool to know about my company. It is a good way to manage online reputation which has become very important today and can lead to guest satisfaction and so increase revenue.

I would use it to :

- link all social media site and reviews and so have a better overview

- implement online services such as: chats, bookings, etc.

Maximize UGC?

- posts to make contents where customers can participate (contests, games) which can engage then and generate reactions

- share individuals names and posts (always with their authorizations) to increase impact and visibility of the company in customers circles

- use influencers

- reward participants

SESSION 3:

Review Pro Webinar: Revenue Strategie Management for Hoteliers