by Guillaume Courot

1. Review Pro
Reputation drives revenue
Guillaume Courot

2. Introduction to Review Pro
The company has been created in 2008 following the idea that
social media can drive revenue growth by increasing guest
satisfaction especially in the hotel industry.
Today Review Pro has near than thousand hotels as client
including hotel chains (Louvre hotels, crown plaza…) and
independent hotels (the chain hotusa hotel…) located in 70
countries.

3. Global review index
The Global review index is the general online guest satisfaction
score for a hotel or a group, this index is based upon an
algorithm based on quantitative analysis of data from all major
OTA ( it analyzes the reviews of 90 OTAs).

4. Cornell Research
The impact of Users General Content: Example of Travelocity
(based on N America OTA data)
This study is based on 9 city in America and it detailed the
property level information of purchased and not purchased
hotels. The objective is to estimate Logistic Regression model
to asses attribute impacts upon purchase decision such as the
price, the rank (star) or the location…
The results of this study are:
The review score has increased
The odds of being booked as increased
Could increase the prince but maintain probability of purchase/
market share

5. What is the relationship between
QGI and revenue gains
GRI means Global Revenue Index which is basically the online
guest satisfaction. GRI tracks the performance of hotels which
uses it, thanks to these information, they can analyze their
strenght and weaknesses in order to be better and responds to
the guests needs, that’s why it is directly linked with the revenue
gains

6. What person/position, in the hotel, is responsible for
analysis of pricing changes based on quality index changes?
There are several person responsible for the analyses of pricing
based on quality index changes:
The revenue manager fixes the rates of the hotel according
datas such as guest needs and forecast from the lasts years.
The commercial director which is responsible of the sales of the
hotel, he adapt the offer according to the guest needs and the
hotel policies.
The director which is responsible of the hotel.
The marketing director who uses the best way to promote the
hotel and analyzes the satisfaction through the feedback of
customers.

7. What new measurement will be used to
measure quality scores to revenue performance?
The Revenue Generation Index is a good way to measure the
ability of your company to answer of the market needs
depending the price policy applied in your hotel. This system
help you to sell your product at the best price (in a hotel it
depends on the period): you can sell all of your rooms but your
rates can be to low whereas your competitors can sell lower
occupancy but earn more revenues.
In a hotel the revenue manager is able to understand this
system.

9. Is ORM the Revenue
Maximization of the future?
In my opinion, Online Reputation Management is a part of
Revenue Maximization of the future, because it use a new kind
of tools that are used by the guest, it is very important for
companies especially in the hospitality industry to be able to
understand and use the reputation management in order to
respond to the guest needs as good as possible.
Reputation Management is not the only way to optimize the
revenue, because hotels needs to take in consideration other
information (period, event, economy…) to adapt its policies to
the market.