Date post: | 30-Jun-2015 |
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Technology |
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CONFIDENTIAL
Guest Feedback Comes of Age
Meet the Presenters
Michelle Wohl VP of Marketing Revinate
Cheryl Ng Director of Marketing Pan Pacific Singapore
Younes Hammoumi Strategic Operations Director Revinate
MISSION: TO BETTER CONNECT HOTELS AND GUESTS
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23,000+ Hotels in 143 Countries
SaaS Tech Company - HQ in San Francisco 6 global offices across the world
90+ Full-time Employees
$17.6 Million in Series A Funding in July 2012
Asia HQ in Singapore
Select Asia Pacific Clients
About Pan Pacific Hotels Group
Agenda
Traditional GSS
What’s new?
Best practices for collecting feedback
Resources
Sneak peek at inGuest
Traditional GSS
Direct booking cost
Why we love traditional GSS
Uniformity
You can require answers
Private and safe
Already integrated in bonus structures
The problem with traditional GSS
Doesn’t take into account how booking decisions are made today
Doesn’t drive new bookings
User Reviews Influence Bookings
• 26.5% of TripAdvisor visits occur in the last five days prior to the reservation.
• The proximity of visits to TripAdvisor to purchase indicates that user reviews are some of the final and pivotal criteria in the hotel selection process.
* Source - Cornell University “Impact of Social Media on the Hotel Industry”
Changing Feedback Landscape
Popularity of online reviews and the importance of social media are changing how hotels gather feedback
Modern Feedback Collection
Modern Post-Stay Survey
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Post-Stay Survey Results
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Customers using Revinate Post-Stay Surveys have seen an average 409% increase in their TripAdvisor review
volume.
Reviews generated from Revinate Post-Stay Surveys now account for 76% of their reviews on TripAdvisor.
Revinate Post-Stay Surveys customers have seen an
average 15% improvement in their TripAdvisor popularity ranking within the first three months of using
the product.
“Worst night of sleep. The beds were way
too so7”
Accepting Transparency
“Check-‐in was a nightmare”
Tracking Improvements
“Great beds”
“Sailed through check-‐in”
Sentiment Analysis
Sentiment Analysis
Feedback is Fragmented
Comment Cards
Post-Stay Surveys
Online Reviews
Social Media
In-person Feedback
CONCIERGE
GENERAL MANAGER DIRECTOR OF
MARKETING
MARKETING/ SOCIAL MEDIA
OPERATIONS
FRONT DESK
DIRECTOR OF SALES
How do you take control of feedback to make it work for you?
Revinate Guest Feedback Suite
On-Site Post-Stay Online Reputation Management
Innovative solution for capturing guest
feedback during their stay
Send surveys to your guests, then publish them to promote your
property
Monitor and analyze online
guest reviews and social media
mentions
The Power of Everything Together
On-Site Surveys
Post-Stay Surveys, GSS
Online Reviews
Social Media
On-Site Post-Stay Online Reputation
Management
Turn Guests into Promoters
93% worldwide say online reviews have an impact on their booking decisions
“Loved my stay”
PUBLISH ON TRIPADVISOR
“I could’ve lived in the bathroom”
SHARE PUBLIC FEEDBACK
“I could’ve lived in the bathroom”
How likely are you to recommend?
UNCOVER YOUR PROMOTERS
“Love this hotel!”
Financial Impact of Reviews
Cornell study analyzed the impact of average rating and the TripAdvisor popularity index. • There is an 11.5% decrease in a property’s chances of being selected for every
position it drops • Increasing 1 point on a 5 point scale increases odds of being selected by 14.2 % • For each new review a hotel adds, it increases its odds of being selected by 0.2% • Hotels that increase their review rating by 1 point can increase daily rate by 11.2%.
* Source - Cornell University “Impact of Social Media on the Hotel Industry”
Guest feedback is a critical business driver
From room-centric to guest-centric systems
Rich guest profiles: better service, $$$, loyalty
The mobile guest experience
Minimize point solutions to reduce pain
5 INDUSTRY TRENDS: WHAT’S CHANGING?
Data Integration Nightmares
High Cost, Complexity
Operational Overhead
Disjointed Guest
Experience
WHY IT’S PAINFUL TODAY
Who is your guest?
VISUALIZE YOUR GUEST TOUCHPOINTS
Guest Profiles Rich Insights for Analytics, Service and Marketing
Intelligent Interactions
Reservations
Pre-Arrival Emails
Advanced Check In
Guest Preferences
Room Upgrades
Reviews & Social Media Post-Stay Surveys On-Site Surveys
Pre-Stay During-Stay Post-Stay
Unified - Simple - Easy
Room Service Orders
Dinner/Spa/Golf Res.
Service Requests
Stay/Property Info
On–Site Promotions
Loyalty Programs
Mobile Check-out
Engagement & Promotion
Guest Marketing
Book Brand Properties
Introducing inGuest The first, complete Guest Engagement Platform Reinventing the guest experience
inGuest Guest Engagement Platform
Guest Profiles Understand guest needs, exceed their expectations.
• Guest stay and spend history • Social and review data • Interests and preferences • Hotel comments, history, insights • Easy loyalty and survey integration
inGuest Guest Engagement Platform
Guest Marketing Access a powerful, ultra-targeted communication center.
• Automated communications through the guest lifecycle
• Trigger-based and custom marketing campaigns
• Email & SMS text messages • Deep segmentation and
targeting
Mobile App Stay connected to your guests. Engage them to drive revenue.
• Advanced check-in and up-sell • Room service and F&B ordering • Service and concierge requests • Easy set-up and hotel systems
integration • Mobile and web-based app
inGuest Guest Engagement Platform
inGuest Guest Engagement Platform
Request Center Communicate with guests, drive staff efficiency.
• 2-way guest communication • Email and SMS alerting • Multi-group workflow management • Multi-level escalation • Local business content and maps
inGuest Guest Engagement Platform
Guest Feedback Suite See a 360° view of all guest feedback in one, integrated system.
• Online Reputation Management: Track and manage online reviews and social media mentions
• On-Site Surveys: iPad solution for collecting real-time feedback
• Post-Stay Surveys: Review-style survey, submit reviews to TripAdvisor for publication
Articles
Webinars and Best Practices
• Why Wi-Fi Is Keeping Hotels From Receiving 5 Star Reviews
• Best Practices For Creating Engaging Surveys And Igniting Reviews
• Hotelier’s Guide To Facebook
• Driving Direct Bookings
• Creating A Social Media And Reputation Management Action Plan (copies available)
• Leveraging Guest Feedback to Drive Revenue
• Service Recovery In The Digital Age
• How Hoteliers Can Adopt Mobile Technologies Across The Entire Guest Lifecycle
• Best Practices For Showcasing Your Independent Hotel
eBooks Webinars
Thank You!