Hotels on the internet reputation management

Wojciech Szymański | Piotr Zając

Hotels on the Internet - reputation management Integrated taking care of consumer in the hotel industry

Hotels on the Internet

Prosumer = professional consumer Prosumer is more than a consumer. It is a person who has extensive knowledge of the products and services of a favorite brand and shares this knowledge with others.

Prosumer is an active consumer who is not just a passive consumer of advertising materials

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Hotels on the Internet

Prosumer = professional consumer The consumer of the 21st century is a courageous consumer, conscious of oneself and one’s needs, demanding and curious of new things .

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Hotels on the Internet

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Hotels on the Internet

How do customers behave on the Internet?

57% of Internet users surveyed left product reviews online, and each of them did so in a location accessible to many consumers (auction sites, online forums, online stores websites)

78% of Internet users surveyed found information about a product online

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Hotels on the Internet

How do customers behave on the Internet?

Users aged 25 - 34 are the most active when it comes to looking for information about products, businesses, and services on the web.

According to a survey conducted by Gemius, as many as 76% of respondents reported the Internet as a place to look for real-estate offers.

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Hotels on the Internet

How do customers behave on the Internet?

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Hotels on the Internet

Internet is creating a brand

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Hotels on the Internet

Online hotel reviews

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Hotels on the Internet

Online hotel reviews

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Hotels on the Internet

Online hotel reviews

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Hotels on the Internet

Online hotel reviews

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Hotels on the Internet

Statistics All it takes is 10 positive reviews to validate your business or product and confirm the high quality.

3 negative reviews will be enough to change this quality.

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Hotels on the Internet

Internet users looking for feedback …

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Hotels on the Internet

Internet users looking for feedback …

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Hotels on the Internet

Internet users looking for feedback …

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Hotels on the Internet

… and what do they find?

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Hotels on the Internet

… and what do they find?

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Hotels on the Internet

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Hotels on the Internet

SERM – Search Engine Reputation Management

In the age of prosumer – that is professional consumers who do not believe in marketing messages and seek their own sources of information – a search engine belongs to some of the most important and most popular ones - it is worth to take a look at your search engine reputation. www.ideoagency.com

Hotels on the Internet

SERM – Search Engine Reputation Management

Includes two activities: striving to remove websites with negative information from the top ten links placing on a higher position positive information about the company or a person.

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Hotels on the Internet

Phrases with the highest PR meaning „Hotel” + hotel's name – e.g. ”Hotel Novotel” hotel's name + „feedback”, e.g. „Novotel feedback”

hotel's name + city + „feedback”, e.g. „Novotel kraków feedback”

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Hotels on the Internet

Strategy of action Firstly, their own business websites, e.g.: hotel-opinie.pl, hotel.pl, and theme websites.

Second online forums - take care of positive information, including word of mouth marketing Thirdly, social sites : e.g. tripadvisor.com, booking.com, holidaycheck.pl Fourth, business cards in portals, e.g. linkedin.com, facebook.com www.ideoagency.com

Hotels on the Internet

Monitoring Google has a great free tool - Google Alerts The user receives email messages about new pages including defined keywords

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Hotels on the Internet

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Hotels on the Internet

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Hotels on the Internet

HOW TO SUCCESSFULLY MANAGE THE IMAGE: - Using a website

- Outside the website

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Hotels on the Internet

We should strive to maximize the so-called „Billboard Effect” Increase the number of bookings made through the website and offline among potential customers that find hotel information on external sites.

A good measure of its effectiveness is the number of direct booking but also the increase in hotel searches on the web.

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Hotels on the Internet

We should strive to maximize the so-called „Billboard Effect” -1/3 of potential OTA (booking.com, hotels.com) visitors will find and check hotel websites to find out more, compare rates directly at the hotel, browse more photos

1/3 will also check the reviews on social media sites - then return to OTA (booking.com, hotels.com) or find the hotel website.

However, 1/3 of your website visitors will go to sites (booking.com, hotels.com) known to them to compare bids, terms of purchase, reviews. Often they also go there because they "got used to it" and know the rules of using this site.

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Źródło: Badania wihphotels.com / 2011

Hotels on the Internet

The „Moments of Truth” idea The „Moments of Truth” idea was developed at Procter and Gamble to describe the customer's decision-making processes in which one learns about the product and helps oneself decide whether the product is right for them.

Google has slightly modified this idea of using the Internet and created the publication Zero Moment of Truth.

Moving this into our industry: Step 1. Discovery / stimulus – the customer learns about the hotel / his offer and begins to be interested in it Step 2. Zero Moment of truth – the customer does his homework by looking for more information about the hotel / online offers Step 3. First Moment of truth – the customer visits the hotel website to see if this offer is right for them Step 4. Second Moment of truth – consumption and it all becomes a reality; what then results in (not always of course) returning to the step 1 of the whole cycle ...

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Hotels on the Internet

The „Moments of Truth” idea

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Źródło: Badania wihphotels.com / 2011

Hotels on the Internet

Problems with building an online image...

The coherence of the image in many channels Time needed to support multiple channels Many different administrative panels to handle

The necessity of laborious, repeatedly uploading the same things (pictures, content, prices)

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Hotels on the Internet

Ways of solving problems – benchmark

Broker

Broker

Broker

Website

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Broker

Broker

Hotels on the Internet

Ways of solving problems – benchmark

Broker

Broker

Application

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Broker

Broker

Website

Broker

Hotels on the Internet

Ways of solving problems – benchmark OTA

OTA

OTA

Broker

GDS Application

GDS

Broker

Website

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Hotel management

Hotels on the Internet

Website Image. Trust. Sale.

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Hotels on the Internet

Website and the image We have conducted a quick analysis of a dozen sites (winners and distinguished in 2012) at an Annual International Competition organized by the Web Marketing Association.

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Hotels on the Internet

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Hotels on the Internet

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Hotels on the Internet

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Hotels on the Internet

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Źródło: Badania wihphotels.com / 2011

Hotels on the Internet

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Hotels on the Internet

Website and the image Our observations: 100% of websites are based on fullscreen graphics All websites include professional photos that evoke positive emotions. They are well displayed on the web pages and capture the public’s imagination

Wherever it’s possible, the USP (Unique Selling Proposition) consists of a graphic and a slogan Photos take up most of the home screen space Large images also appear on subpages The content is limited and rather supports the picture.

Texts are not too long, not filled with marketing ideas, but display the advantages and benefits in a natural way

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Hotels on the Internet

Website and image Our observations: Abandoning the use of FLASH for html purposes Some already use the potential of html5 / css3 (though for now to some extent) Most supported by external online reservation system (mostly linking outside) Limiting structure’s depth to the optimum minimum

Most visited (research results) sections (gallery, rooms / offers, price list, reservation, location / contact) Most often repeated elements on the main page: big picture; Go

to the reservation; social icons Then: special offers, links to opinion sites www.ideoagency.com

Hotels on the Internet

Website and image What we lack in our opinion: Larger, but reasonable, use of novelties (html5, css3, etc.)

Realization in the concept of Responsive Web Design - one site adapting to the user's screen Greater engagement with your own site (not just news, special offers and updated pricing) Implementing of motivating and pro-active solutions (loyalty programs, affiliate programs)

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Thank you for your attention!

Wojciech Szymański w.szymanski@ideo.pl tel.: 500 226 626

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