Leveraging Guest Intelligence to Drive Revenue Growth

Wilma Vanni, Sales Director@reviewpro, @WilmaVanni

Stockholm, January 2018

Data: More Valuable Than Oil?

• Big Data is a Big Deal for hotel brands.

• Travelers leave digital data trails everywhere they go.

• Guest feedback is one of the most valuable data sources for hotels.

Behavior of Hotel Guests is Changing...

• Online reviews influencing where they choose to stay.

• How they book their holidays.

• Their expectations about the hotel experience.

• What loyalty means to them.

• How they want to interact with hotel brands before, during & after their stay.

... And, You Must Change Too

Photo courtesy of citizenM

• Adapt to the new ways guests want to interact with your hotels & staff.

• 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.

It Is Critical to Claim Your Space Online

Past Today

Global Review IndexTM

Impact of Reputation on Revenue

+0.89% in ADR

+0.54% in Occupancy

+1.42% in RevPAR

A 1 point increase in a hotel’s Global Review Index™ equals up to:

Budget & Midscale Upper Midscale Upscale & Luxury

+0,1TA score

+0.9€RevPar

+0,1TA score

+1.6€RevPar

+0,1TA score

+7.1€RevPar

Source: Horwath HTL, 2016

“There is a high cost to a bad reputation.”

- Dara Khosrowshahi, Uber CEO

How Do Hotels in Stockholm Perform?

Analysis of Online Reviews

We analyzed 427,436 online reviews in 2017 for 320 3*, 4* and 5* hotels in:

CopenhagenStockholm

&

Luxury Hotels Lead Guest Satisfaction

The Global Review Index™ (GRI)

Developed by ReviewPro, the industry-standard GRI™ is an online reputation score based on review data collected from 200+ OTAs and review sites in 45+ languages.

90.9%

78.7%

85.2%

************

GRI™

88.1%

77.8%

81.7%

Stockholm Copenhagen

Multiple Review Sources Are Important

Stockholm

Sentiment Analysis Shows Strengths & Weaknesses

-Staff-Location-Ambience

- Technology- Bathroom- Room

Stockholm

-Location-Staff-Ambience

- Bathroom- Value- Technology

Copenhagen

Optimize Online Distribution & Pricing

Strategy

Create Demand Through Positive Reputation

Positive reviews

Negative reviews

• High popularity

• Higher demand

• Higher revenue

• Low popularity

• Lower demand

• Lower revenue

Hotel A

Hotel B

3 Factors Affecting Online Ranking

Regency Quality Quantity

Reviews&SocialMedia

CompetitorPricingData

Booking&ReservationData

WebShoppingRegrets&Denials

Weather

AirTrafficTraditional Revenue

Management

Traditional Revenue Management

Use Reviews Data Set to Improve Pricing

• Reviews can affect pricing & help hoteliers understand future demand more accurately.

• Analyze your reputation scores over time when forecasting & setting a pricing strategy.

Source: Duetto

Better Understand Key Segments & Performance

• Track performance across all OTAs & review sites.

• Understand trends by customer segment such as guest nationality.

• Conduct competitive benchmarking by channel.

• Identify where you need to take action.

Identify Opportunities to Increase ADR & RevPARUsing Revenue Optimizer you can evaluate the relationship between a hotel’s online reputation and historical pricing performance relative to competitors in order to identify opportunities to increase financial results.

Create Demand byExceeding Guest

Expectations

Measure & Improve the Guest Experience

Find Report & Fix Benefits

Operational & Service

Improvements

Better guest experiences

Higher online rankings

Increased ADR & revenue

Guest Experiences

GUEST INTELLIGENCE

Online Reviews

Post-stay surveys

In-stay surveys

Live requests

Messaging

Phone

Revenue & Distribution

General Manager

Food & Beverage

Quality & OperationsSales & Marketing

Front Desk

Housekeeping & Maintenance

Real-time Guest Intelligence Across the Organization

The Right Insight to the Right Person

• Customizable & tailored for different departments & roles.

• Ex: Revenue Manager:• Reviews: Compare performance by

channel.• Semantic: Drill down to understand

reason for negative reviews.• Surveys: View of survey with just

questions related to booking process.

• Alerts & reports focus on key action items & priorities.

Auto Case Management to Streamline Operations

• Automatically assign & track cases based on specific guest feedback from online reviews or surveys (whether in-stay or post-stay).

• Benefits:- Automate follow-up on feedback

so issues don’t go unfixed.- Increase staff efficiency, reducing

costs.- Drive service excellence.

Manage Communications from One Central Hub

• Customers are communicating in new ways & you need to connect with them.

• Follow-up with customers in the channel of their choice.

• Improve service & drive operational excellence.

Access On the Go Is Critical

How Do Savvy Hoteliers Leverage Guest

Intelligence?

Optimize Management Response Strategy

• Create cases automatically based on rules:- GM has 48h to respond to

negative reviews.- If no response, after 48h

escalated to customer care centre.

- Applies to 7 key OTAs in 8 languages.

Results after 3 months:

• 8429 cases created, 3892 cases escalated.

• Response ratio increased YOY from 82% to 92%.

• Average response time to reviews dropped from 6.3 days to 3.0 days.

“Focus on Key Corporate Sales

Ensure high level of satisfaction of guests from key corporate accounts:

• Import PMS data & automate reporting for specific accounts.

• Real-time alerts sent to sales team if unsatisfied guest.

• Can resolve issue before feedback reaches head office & jeopardizes account.

#1 Ranked Hotel on TripAdvisor

Impact of Increased Online Ranking

Aria Hotel Budapest named #1 Hotel in the World

• Following #1 ranking monthly website traffic jumped 5X.

• Direct bookings more than doubled.

• Occupancy increased.• ADR increased

significantly.

About ReviewPro

30,000+ Clients and Partners in 150 CountriesHotels Restaurants

Destinations &Star Ratings

Consultants & Advisors

Hotel Owners & Investors

Management & Representation

Companies

What We Offer

• Online Reputation Management

• In-Stay Surveys

• Post-Stay Surveys

• Auto Case Management

• Advanced Case Workflows

• Guest Messaging Hub

• Staff to Staff Messaging

Guest Intelligence

Case Management

Messaging Hub

Data InsightsOperational

& Service Priorities

ResultsAction

Q & A

Wilma Vanniwvanni@reviewpro.com