WAYS YOU CAN DRIVE DIRECT BOOKING AND REVENUE RIGHT NOW USING GUEST INTELLIGENCE - WILMA VANNI @REVIEWPRO, @WILMAVANNI
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Ways You Can Drive Direct Booking and Revenue Right Now Using Guest Intelligence Wilma Vanni @ReviewPro, @WilmaVanni Stockholm, January 9th 2019
Which is More Effective at Driving
Direct Bookings?
1. Search Engine Marketing (SEM)
2. Discounts & Perks
3. Increase Hotel’s Online Reputation
Today’s Reality
Behavior of travelers
is changing…
Behavior of guests is changing…
…and, you must
change too.
4
Today’s Traveler...
• More digitally savvy
• Technology influences how they
behave before, during & after their stay
• Online reviews and research highly
influence where they choose to visit
and what they do once there
• Opinions online set expectations
about the experience they will have
... And, You Must Change Too
• Adapt to the new ways guests want to
interact
• Engage with guests online & respond to
reviews
• Develop new internal processes, KPIs &
objectives
• Increase the weight of data driven
decision-making
• Implement new systems & tools to
eliminate silos of guest data
• LOYALTY: Stop paying off guest with Photo courtesy of citizenM
Points & start Earning real loyalty
Data: More Valuable Than Oil?
• Big data is a big deal
• Travelers leave digital data trails everywhere
they go
• Guest feedback is one of the most valuable
data sources in hospitality
Impact of Reputation on Revenue
A 1 point increase in a hotel’s Global Review Index™ equals up to:
+0.89% +0.54% +1.42%
in ADR in Occupancy in RevPAR
Budget & Midscale Upper Midscale Upscale & Luxury
+0,1 +0.9€ +0,1 +1.6€ +0,1 +7.1€
TA score RevPar TA score RevPar TA score RevPar
Source: Horwath HTL, 2016
ReviewPro Guest Intelligence Suite
Find Report & Fix Benefits
Online
Reviews
Live Post-stay
Better guest
requests surveys experiences
GUEST Auto
Higher online
INTELLIGENCE Case
rankings
Management
Messaging
Guest In-stay
surveys
Experiences Increased ADR &
revenue
Calls/
Letters
In-stay Helps Exceed Guest Expectations
Prompted a
review
In-stay survey send
Case Management Management
to resolve issue response strategy
Promotes loyaltyYour Best Marketers Are Happy Customers
Create higher
repeat demand
Are more likely
to recommend
your hotel
Happy More
clients reservations
Write positive
reviewsDrive Review Volume on Key Channels
Choose where to build review volume and freshness by
implementing one of the following Review Collection Programs:
TripAdvisor Review Google Review HolidayCheck Review
Collection Program Collection Widget Collection ProgramDrive Visibility & Revenue Through Reviews
Understand how your distribution strategy impacts review volume and
implement strategies to improve volume on the most important channels.Impact of Reputation on Direct Bookings
• In Jan 2017, Aria Hotel Budapest
was voted #1 Hotel in the World
in TripAdvisor’s 2017 Travelers
Choice Awards.
• Following #1 ranking monthly
website traffic jumped 5X.
• Direct bookings more than
doubled.
• Occupancy & ADR increased
significantly.
1Messaging Is the Latest Type of Feedback
Types of Guest Feedback
Reviews Surveys Messaging
• Public feedback • Direct, provoked feedback • Impromptu feedback direct
Post-stay In-stay & Post-stay from guest, need based.
Pre-stay, in-stay &
post-stay
Ways to Receive Insight
Case Operational &
Filters & Views Alerts Reports
Management Service ProfilesWhat is your Messaging Strategy for 2019?
Manage Communications from One Central Hub
Can someone bring Sure, they are on
me clean towels? their way!
1 Guest messages hotel from 2 Messages are received in the
the channel of their choice. Messaging Hub where you can
respond & manage requests.
*WhatsApp when availableOptions to Communicate Messaging There are many ways to inform guests of your messaging services, including print, digital and web media.
Meliá Hotels International – Increase ADR
Meliá Hotels International is the 17th largest hotel chain in the world and has partnered with ReviewPro
since 2010.
The Group has seven separate brands and the continued improvement in delivering memorable guest
experiences has been remarkable.
For example, ME London achieved the following:
• GRI score increased from 76% to 95%
• ADR increased significantly, representing a growth rate of more than 50% higher than the average of
their direct competitors.
20Radisson Hotel Group– Response Time
Radisson Hotel Group™ has long been
synonymous with quality service. The group was
clear that it needed to develop and optimize its
strategy for responding to online reviews in a
timely way.
ReviewPro’s Auto Case Management (ACM) tool
was used to streamline internal processes and
improve the review response strategy.
• 8,420 cases created in three months
• Response ratio increased YOY from 82% to
92%
• Average response time YOY dropped from 6.3
days to 3.0 days
21Kempinski Hotels – Management Response
A high management response rate is an
essential part of any effective online
reputation management strategy.
Kempinski Hotels have significantly improved
in responding to online reviews, evident in
data collected from the luxury Hotel
Badamdar Baku, located on the old Silk Road
connecting Europe and Asia:
• Management response rate increased from
25% to 66%
• Value Index increased from 69% to 86%
22Key Takeaways
Define a Management Response Strategy • ReviewPro’s free guide to help define a realistic and achievable management response strategy.
Guest Feedback Goes Far Beyond Online Reputation
Opera.onal &
Data Insights Service Ac.on Results
Priori.es
Guest Intelligence Improvement SuiteTM
Online Guest Guest Case
Reputation Satisfaction Messaging Management
Management Surveys* Hub
*In-stay and post-stay surveysWho We Are
ReviewPro: Part of Shiji Group
Specializing in Guest Experience Improvement
43,000+ Clients & Partners in 150+ Countries
Management &
Destinations & Hotel Owners & Consultants &
Hotels Restaurants Representation
Star Ratings Investors Advisors
CompaniesQ&A
Wilma Vanni wvanni@reviewpro.com
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