Tuesday, January 31, 2023 Online Reputation Management
CONTENTS
THE IMPORTANCE OF REVIEWS TRENDS KEY
GOOD TO KNOW QUESTIONS?
2
RESPONSE
METRICS MANAGEMENT
1 2 3 4 5 6
1. THE IMPORTANCE OF REVIEWS
1. THE IMPORTANCE OF REVIEWS
On average, travelers start researching their next trip more than 20 weeks before they book — engaging with 34 different travel sites, consuming 182 pages of content, and initiating 40 online searches
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Guest Loyalty is key
It’s a known fact that people are more likely to book a room in a hotel that has many reviews. This is because customers can get an idea of what the experience will be like before actually booking it, and it also proves you’re a trustworthy place to stay. A lack of hotel reviews, or bad ones, can mean that people are less likely to want to stay in your hotel altogether.
68% of travelers indicated they would feel more comfortable staying at a hotel they have stayed at before
What it means: Repeat guests are important as hotels seek to maintain high occupancy even as we continue to climb out of the pandemic-related dips
5 1. THE
IMPORTANCE OF REVIEWS
2. TRENDS
2. TRENDS - BENCHMARK
147,000 HOTELS – 200 COUNTRIES analyzed by Revinate
Review Volume
The number of reviews published online in 2021 increased by 20% over 2020. Reviews are back up in 2021. Revinate Guest Feedback customers recorded 60M reviews in 2021, which is an improvement over 2020, but nothing compared to the 106M reviews in 2019.
What it means: The increase in review volumes is directly related to the uplift in leisure travel – so best to focus on leisure travelers
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2020 106M 50M 2019
60M 2021
Total Reviews
- BENCHMARK
147,000 HOTELS – 200 COUNTRIES analyzed by Revinate
What to do to increase numbers of reviews per month:
• Timing is everything: Encourage guests to write reviews during checkout or as soon as they return home
• Any channel works: Offering your guests a chance to give you feedback via email, text or phone increases your chances
8 2.
TRENDS
2020 29 Reviews Per Month 35 2021
2. TRENDS - BENCHMARK
147,000 HOTELS – 200 COUNTRIES analyzed by Revinate
Site Distribution
In 2021, the top two review sites were Booking.com and Google. Together, these two sites contributed to 65.8% of the total review volume.
What it means: Understanding the review channels that are popular with travellers allows you focus your reputation management efforts where it matters most.
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2. TRENDS - BENCHMARK
147,000 HOTELS – 200 COUNTRIES analyzed by Revinate
Site Distribution
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Google 39.9% 25.9% Booking.com TripAdvisor 9.7% 8.6% Hotels.com Ctrip 4.0% Expedia 3.7%
2. TRENDS - BENCHMARK
147,000 HOTELS – 200 COUNTRIES analyzed by Revinate
Review Ratings
Globally, across all review sites and OTAs, the average review score in 2021 was 4.1 out of 5. This was a marginal decrease from the 2020 average score of 4.2. Seen against the context of lower review volume in 2021, this review rating is positive.
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2. TRENDS - BENCHMARK
147,000 HOTELS – 200 COUNTRIES analyzed by Revinate
Response Rate by Rating
Review response rate by star rating was fairly distributed in 2021. Hoteliers responded to 2 and 5 start reviews the most, and 4 star reviews the least.
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2 star 34.1% 35.9% 1 star
32.9% 3 star 5 star 29.3% 35.9% 4 star
Total Reviews
3. KEY METRICS
3. KEY METRICS
Overall Review Ranking
Indicates your average review rating across all review sites for the given time period. Most review sites use a 1-5 star scale for overall review ratings.
Positive Review %
Includes positive reviews that have a 4.0 overall star rating or higher. The Positive Reviews % is the percentage of reviews that have a 4.0 or higher rating.
Review Pace
Provides the number of reviews your property has received per week.
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3. KEY METRICS
Cleanliness Rating
Indicates the average cleanliness rating of the review sites that enable reviewers to provide a cleanliness rating.
Location Rating
Indicates the average location rating of the review sites that allow reviewers to rate the location of your property.
Rooms Rating
Indicates the average rooms rating of review sites that allow reviewers to rate your rooms.
Service Rating
Indicates the average service rating of the review sites that permit reviewers to rate your service.
Value Rating
Indicates the average value rating of review sites that allow users to provide a value rating.
“Sub-rankings do not have direct impact on overall score but they do have indirect impact on guests perception.”
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5. MANAGEMENT RESPONSE
5. MANAGEMENT RESPONSE
*Respond to all 1 and 2 Star Reviews
Respond to as many 3, 4 and 5 star reviews that you can, as long you can personalize them
If you detect fraud or irrelevant content, petition the site to remove the review
*1 and 2 star reviews the set target is 90% but idea is to go for 100%
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Coverage % 5 Stars 4 Stars 3 Stars 2 Stars 1 Stars 56% 25% 25% 50% 90%* 90%*
5. MANAGEMENT RESPONSE
DO’S
• Thank the reviewer by name
• Thank the reviewer for the feedback
• No use of standard reactions
• Stay polite
• Respond within 24 hours
• Stay professional
• Make sure that the reaction is correct
• Evaluate the need for follow up procedures
• Highlight changes you have made or intend to
• Watch out for the spelling mistakes
*Profanity check
DONT’S
• Ignore
• Mixing in discussion
• Get emotional
• Do not use Google Translate
• Do not make your reaction too informal
• Offer compensation on the review website
• Respond to a review later
*Profanity is socially offensive language, which may also be called bad language, strong language, offensive language, etc.
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5. MANAGEMENT RESPONSE
FOCUS SITES
Receive the most reviews
Have the most page views
See improved sales-increasing performance
Enjoy higher visibility on the market
*For German speaking markets
HolidayCheck.
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6. GOOD TO KNOW
• Management Response Rate: Responding to reviews, whether positive or negative, has resulted in a 6% higher score.
• Number of Reviews: For every additional 30 reviews a hotel’s score improves an average of 5%.
• Bottom Line: More positive reviews = higher rankings = higher ADR
• Better ranking leads to lower commission and more bookings
• Post-stay emails will be sent out through our CRM to all the guest profiles with an email address (Direct bookers & OTA’s). We will be pushing it to either TripAdvisor or Google and also to our Guest Portal.
• Hotel Mangers (in some, we do have 1 Operations manager) are in charge of their Online Reputation Management. This would mean that all mandatory trainings in the future as well the communication around certain issues such as targets etc. will be only done with hotel managers and Regional Operations Directors. The reason for this is to create more awareness around importance of reviews and how this has been handled. Of course, we do have teams per hotel working on responding to reviews which is amazing but at the end hotel managers are end responsible for the whole process.
Examples:
https://www.sirhotels.com/en/adam/review/
https://www.parkcentraal.com/amsterdam/review/ https://maxbrownhotels.com/7th-district-vienna/review/
• It is not allowed any more to ask colleagues to write reviews about other properties. This is too risky for us and has bad influence on our numbers as well to avoid any potential penalties which could have negative effect on our ranking. This is applicable for all employees of all brands and HQ. You can always ask your relatives, friends of influencers to write a review.
• All 1- and 2-star reviews will be only handled by the hotel managers.
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6. GOOD TO KNOW
THANK YOU 31 January 2023