samedi 22 février 2014
Session 2
What is reputation Scorecard?
Reputation scorecards are a new service for the hotel industry, tracking a hotel's performance in guest satisfaction based on the Global Revenue Index (GRI). A general online reputation score take into account ratings from online reviews across over 100 different online travel agencies and review sites online.
How does it compare to tripadvisor certificate of excellence?
Both of the "reputation scorecard" and "Tripadvisor certificate of excellence" tools are based on the guest's reviews and ratings for a certain hotel. However, while the "reputation scorecard" tool will collect this information from many different website, the "Tripadvisor certificate of excellence" will only use the information collected on its own website.
Which is more important to a hotel, why?
Based on the previous elements, I think that the "reputation scorecard" is the most valuable tool for both hoteliers and guests. However, the hotelier really needs to communicate on it through it's website because if he does not, (potential) guests will only focus on "Tripadvisor certificate of excellence" as the general trend encourages them to do.
Select a city: Auckland, NZ
Select five hotels in the city:
Sofitel Auckland viaduct harbour
The Langham
Skycity Grand Hotel
Heritage Auckland
Rendezvous Grand Hotel Auckland
How does each hotel use Quality Score or Certificate of excellence in their website? Does the site include guest reviews?
Sofitel Auckland viaduct harbour: Guest can easily see the TripAdvisor's rank and read reviews about the hotel.
The Langham: There is a special link on the homepage to allow customers to read the guest's reviews. Moreover, there is a special label devoted to awards where guest can see TripAdvisor's rewards for the hotel.
Skycity Grand Hotel: the website has an entire page dedicated to rewards with a link to their TripAdvisor's page.
Heritage Auckland: the hotel website does not display anything about TripAdvisor (neither the guest's comments nor the rewards).
Rendezvous Grand Hotel Auckland: There is a special article about the TripAdvisor's awards for the hotel and an image displayed with a link to the hotel TripAdvisor's page.
Check out an OTA for 3 of these hotels, do they respond to guest reviews?
We have selected the three first hotels (Sofitel, The Langham, and Skycity) and check on their booking.com page the comments. We have only seen the guest's comments but none of these hotels respond to them.
Check Trip Advisor for the same 3 hotels - What is the quality of their responses to guest comments?
On the Sofitel TripAdvisor's page they do not respond to guest's comments.
The Langham : they do respond to all of the comments , whether they are positive or negative. They thank the guests for sharing their opinion and experience and they explain how they will improve their service. Eventually, they also encourage the guests to come back in the hotel.
Skycity: The Guest Relations Manager is answering the guest's comments as frequently as possible, whether the comments are positive or negative in a very formal way, providing the information the guests are expected.
Link to the three hotels website.
http://www.sofitel.com/fr/hotel-8577-sofitel-auckland-viaduct-harbour/index.shtml
http://auckland.langhamhotels.co.nz
http://www.skycityauckland.co.nz
Session 1
What is hotel reputation management?
Hotel reputation management is the practice of attempting to shape public perception of a person or organization by influencing online information about that entity. It means that keeping control of the image of the company, the online reputation in order to catch more people.
Why is it important to a hotel?
It is important to have a good reputation because 93% of hotel guests are influenced by reviews, and the majority of them won’t book a hotel without reading reviews from previous guest. Reputation management campaigns may be conducted to increase the visibility of positive opinions or to decrease the visibility of negative opinions. It means that have a good reputation will increase the revenue of the hotel.
What services does the Reputation Management companies offer to a hotel?
In reputation management, companies offer to a hotel to increase their bookings, by:
- Improving their website and optimizing the search engine
- Marketing a great reputation and enhance a positive brand position
- Gain visibility
- Using different marketing tools (Tops and Flops, A snapshot of the reputation on the web, a personnalized survey,)
- Giving customer a graphical representation of the repution on the web
- Showing travelers how they rank among all properties within the city with an easy to read percentage score - Giving a global review index, a general online reputation score for an individual hotel, group of hotels or chain based on data taken from all major online travel agencies and review sites. It can be calculated for a given point in time (day, week).
- Using a revenue optimizer, to maximize the revenue.
Hotel reputation management is the practice of attempting to shape public perception of a person or organization by influencing online information about that entity. It means that keeping control of the image of the company, the online reputation in order to catch more people.
Why is it important to a hotel?
It is important to have a good reputation because 93% of hotel guests are influenced by reviews, and the majority of them won’t book a hotel without reading reviews from previous guest. Reputation management campaigns may be conducted to increase the visibility of positive opinions or to decrease the visibility of negative opinions. It means that have a good reputation will increase the revenue of the hotel.
What services does the Reputation Management companies offer to a hotel?
In reputation management, companies offer to a hotel to increase their bookings, by:
- Improving their website and optimizing the search engine
- Marketing a great reputation and enhance a positive brand position
- Gain visibility
- Using different marketing tools (Tops and Flops, A snapshot of the reputation on the web, a personnalized survey,)
- Giving customer a graphical representation of the repution on the web
- Showing travelers how they rank among all properties within the city with an easy to read percentage score - Giving a global review index, a general online reputation score for an individual hotel, group of hotels or chain based on data taken from all major online travel agencies and review sites. It can be calculated for a given point in time (day, week).
- Using a revenue optimizer, to maximize the revenue.
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