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The Impact of Social Media
  & ORM on Revenue




RJ Friedlander!                @rjfriedlander!
CEO, ReviewPro!
March 2013!                    @reviewpro!
About ReviewPro
  •  Nearly 5,000 clients in 70 countries trust ReviewPro to improve guest satisfaction
     and increase revenue!




March 2013!                                                                           2!
What are we going to talk about?
  •  Online reputation management as a proxy for tracking and
     improving guest satisfaction !
  !
  •  How innovative hoteliers are leveraging the social web to improve
     the guest experience!
  !
  •  Can increasing your online reputation drive revenue growth?!


  •  How we help hotels manage their online reputation!


  •  Key takeaways!
  !
March 2013!                                                              3!
More things change, More they stay the same




March 2013!                                   4!
More things change, More they stay the same




March 2013!                                   5!
Introduction to Online Reputation Management




              Listen	
                                   React	
                                 Revenue	
  

 •  Reviews	
  are	
  no	
  longer	
     •    Posi5ve	
  Reputa5on	
  is	
  about:	
     •  Increase	
  Reviews	
  
    targeted	
                           •    Communica5on	
                             •  Increase	
  Distribu5on	
  
 •  Wider	
  audience	
                  •    Internal	
  ac5ons	
                       •  Steal	
  Market	
  Share	
  
 •  Understand	
  Sen5ments	
            •    Highligh5ng	
  posi5ves	
                  •  Add	
  ORM	
  to	
  Revenue	
  
 •  Monitor	
  mul5ple	
                 •    Establishing	
  trust	
                       Metrics	
  
    sources	
                                                                            •  Drive	
  Revenue	
  
March 2013!                                                                                                                   6!
Opportunity to leverage the social web
              Know everything that is being said online about your
              hotels – “ 24/7 Mystery Shopper”!

              Identify areas of improvement based upon
              quantitative & qualitative customer feedback !


              Get your team on the same page!


              Benchmark your guest satisfaction indexes against
              your direct competitors!
              !
              Maximize online distribution sales and increase
              direct bookings!

March 2013!                                                          7!
The future of measuring customer satisfaction




                           Global Review   Semantic
                              IndexTM!     Analysis!



                                           ONLINE      EDUCATION
              REPORTING!     ALERTS!
                                            TOOL!      & SUPPORT!



March 2013!                                                         8!
What are we going to talk about?
  •  Online reputation management as a proxy for tracking and
     improving guest satisfaction !
  !
  •  How innovative hoteliers are leveraging the social web to
     improve the guest experience!
  !
  •  Can increasing your online reputation drive revenue growth?!


  •  How we help hotels manage their online reputation!


  •  Key takeaways!
  !
March 2013!                                                         9!
Product improvements: Olivia Plaza Hotel
                                                   •  Used semantic
                                                      analysis to improve
                                                      breakfast offering!

                                                   •  Significantly reduced
                                                      the number of
                                                      negative reviews and
                                                      comments!




         “!
              Our overall ratings improved considerably after we
                       implemented these measures.!
                                      !

                           ! !! - Ricardo Samaan, Olivia Plaza Hotel!
                              !

March 2013!                                                                 10!
Service improvements: CitizenM Hotels
  •  Checkout includes guest satisfaction check:!
     –  Negative: A manager is involved to resolve problem!
     –  Positive: Receptionist encourages sharing
        experience in review!

    •  Higher volume of positive reviews and negative reviews are minimized
       because guests do not leave the hotel with a negative feeling!




“!
      We get people saying, ʻI usually donʼt write a review, but my stay at citizenM
      was so special because you did this specific thing that made me think WOW.ʼ!
                                                        - Diego Sartori, CitizenM



March 2013!                                                                     11!
Service improvements: Corinthia Hotels
                                           •  Use their Twitter account to
                                              provide service to their guests

                                              !




“!
       Weʼre turning negatives into positives. Weʼre transparent in reacting to issues in
       front of everyone. That helps our customers trust us.!
                                                        Jason Potter, Corinthia Hotels!
March 2013!                                                                          12!
What are we going to talk about?
  •  Online reputation management as a proxy for tracking and
     improving guest satisfaction !
  !
  •  How innovative hoteliers are leveraging the social web to improve
     the guest experience!
  !
  •  Can increasing your online reputation drive revenue growth?!


  •  How we help hotels manage their online reputation!


  •  Key takeaways!
  !
March 2013!                                                          13!
Quantifying the impact of ORM on revenue



“!                                         “!
          Guests are willing to pay 38%     A 1-point increase in a
          more for hotels whose online      review score equates to a
          reviews indicate top-level        9% increase in average
          service !                         daily rate.!
                               comScore!                         Expedia!




March 2013!                                                           14!
Study by Cornell University
      •  Basis of the Analysis:!
         –  More than 930,00 samples reviewed over the period of 2 and a
            half years!
         –  Luxury, Upscale and Midscale establishments!
         –  In 11 key markets across the UMS and Europe!
              ü  Specifically Madrid, London, Rome, Berlin, Milan, Prague,
                  Chicago, Los Angeles, New York, San Francisco and Miami !
      •  The study therefore reaffirms the impact of Online Reputation on all
         offline and online Distribution channels.!




March 2013!                                                                    15!
Competitive Quality IndexTM (CQI)




March 2013!                         16!
Competitive Quality IndexTM (CQI)




March 2013!                         17!
Revenue Optimizer
    •  Use the CQI™ alongside other industry metrics(STR,
       TravelClick):!
       –  Identify if you are achieving fair share of market from a quality
          perspective!
       –  CQI is calculated by dividing the GRI with the Competition
          Average GRI!




March 2013!                                                                   18!
Revenue classification of “Chain A”




March 2013!                            19!
Revenue Opportunity
                                                                                                                                Revenue	
  Opportunity	
  

    •  Key	
  trends	
  to	
  analyze	
  further	
  
    ReviewPro	
  Indexes	
  
    82.6%	
   i Cleanliness	
  
    80.6%	
   h Value	
  
    77.1%	
   h Loca5on	
  
    Seman5c	
  Men5ons	
  
    Room	
        	
  (“Dirty”,	
  “Small”,	
  “Dark	
  and	
  Depressing”)	
  
    Room	
        	
  (“Poor	
  Service”,	
  “Wifi	
  Horrible”,	
  “Slow”)	
  

    •    Possible	
  Internal	
  Ac5ons:	
  
         -  Set	
  up	
  alerts	
  on	
  ReviewPro	
  for	
  all	
  Managers	
  to	
  be	
  up	
  to	
  date	
  
            on	
  all	
  reviews	
  from	
  guests	
  to	
  maintain	
  high	
  CQI™	
  
         -  Set	
  up	
  the	
  monthly	
  reports	
  and	
  Snapshot	
  to	
  be	
  up	
  to	
  date	
  on	
      Scores	
        Nov	
  
            trends	
  within	
  your	
  hotel	
                                                                    CQI	
          110%	
  
         -  Iden5fy	
  whether	
  you	
  have	
  an	
  opportunity	
  to	
  increase	
  rates	
                    RevPAR	
        78%	
  
         -  Benchmark	
  CQI™	
  against	
  other	
  metrics	
  in	
  the	
  market	
  
         -  Add	
  the	
  GRI™	
  widget	
  to	
  the	
  hotel	
  website	
  to	
  drive	
  direct	
  
            bookings	
  




March 2013!                                                                                                                                                  20!
How it looks in ReviewPro




March 2013!                 21!
Detail of your weaknesses vs. the competition




 •  The Semantic Analysis for the competition enables you to:!
  –  Which concepts you have posistive and negative mentions!

  –  Identify exactly what your competitors customers are saying about specific concepts for the competitor
     hotels!

March 2013!                                                                                              22!
Management & Brand Reports
    •  Reports Available!
      –    Executive Summary!
      –    Quality & Operations!
      –    Sales & Marketing!
      –    Brand Reports!




March 2013!                        23!
Snapshot
 •  Daily & Weekly Update of Online Evolution!
   –    GRI Evolution!
   –    Number of Reviews!
   –    Number of Semantic Mentions!
   –    Social Media Mentions!
   –    Competition GRI Update!




March 2013!
What are we going to talk about?
  •  Online reputation management as a proxy for tracking and
     improving guest satisfaction !
  !
  •  How innovative hoteliers are leveraging the social web to improve
     the guest experience!
  !
  •  Can increasing your online reputation drive revenue growth?!


  •  How we help hotels manage their online reputation!


  •  Key takeaways!
  !
March 2013!                                                          25!
Key takeaways
    •  The social web provides guest insights that can be turned into
       action across the organization!

    •  Proactively managing online feedback can significantly improve the
       guest experience !

    •  The Global Review IndexTM is the leading barometer for online guest
       satisfaction benchmarking !

    •  The impact of social analytics plays a key role in helping you to
       maximize revenue!




March 2013!                                                                  26!
Contact

                                         R.J. Friedlander!
                                         CEO!
                                         !
                                         !
                                         rfriedlander@reviewpro.com!
                                         Twitter: @rjfriedlander!
                                         Skype: rjfbcn!
                                         Mobile: +34 610 459 003!
                                         Website: www.reviewpro.com!




              Visit our booth: Hall 7.1c, Stand 101 (just outside the eTravel Lab)!



March 2013!                                                                           27!

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ReviewPro ITB Berlin 2013

  • 1. The Impact of Social Media & ORM on Revenue RJ Friedlander! @rjfriedlander! CEO, ReviewPro! March 2013! @reviewpro!
  • 2. About ReviewPro •  Nearly 5,000 clients in 70 countries trust ReviewPro to improve guest satisfaction and increase revenue! March 2013! 2!
  • 3. What are we going to talk about? •  Online reputation management as a proxy for tracking and improving guest satisfaction ! ! •  How innovative hoteliers are leveraging the social web to improve the guest experience! ! •  Can increasing your online reputation drive revenue growth?! •  How we help hotels manage their online reputation! •  Key takeaways! ! March 2013! 3!
  • 4. More things change, More they stay the same March 2013! 4!
  • 5. More things change, More they stay the same March 2013! 5!
  • 6. Introduction to Online Reputation Management Listen   React   Revenue   •  Reviews  are  no  longer   •  Posi5ve  Reputa5on  is  about:   •  Increase  Reviews   targeted   •  Communica5on   •  Increase  Distribu5on   •  Wider  audience   •  Internal  ac5ons   •  Steal  Market  Share   •  Understand  Sen5ments   •  Highligh5ng  posi5ves   •  Add  ORM  to  Revenue   •  Monitor  mul5ple   •  Establishing  trust   Metrics   sources   •  Drive  Revenue   March 2013! 6!
  • 7. Opportunity to leverage the social web Know everything that is being said online about your hotels – “ 24/7 Mystery Shopper”! Identify areas of improvement based upon quantitative & qualitative customer feedback ! Get your team on the same page! Benchmark your guest satisfaction indexes against your direct competitors! ! Maximize online distribution sales and increase direct bookings! March 2013! 7!
  • 8. The future of measuring customer satisfaction Global Review Semantic IndexTM! Analysis! ONLINE EDUCATION REPORTING! ALERTS! TOOL! & SUPPORT! March 2013! 8!
  • 9. What are we going to talk about? •  Online reputation management as a proxy for tracking and improving guest satisfaction ! ! •  How innovative hoteliers are leveraging the social web to improve the guest experience! ! •  Can increasing your online reputation drive revenue growth?! •  How we help hotels manage their online reputation! •  Key takeaways! ! March 2013! 9!
  • 10. Product improvements: Olivia Plaza Hotel •  Used semantic analysis to improve breakfast offering! •  Significantly reduced the number of negative reviews and comments! “! Our overall ratings improved considerably after we implemented these measures.! ! ! !! - Ricardo Samaan, Olivia Plaza Hotel! ! March 2013! 10!
  • 11. Service improvements: CitizenM Hotels •  Checkout includes guest satisfaction check:! –  Negative: A manager is involved to resolve problem! –  Positive: Receptionist encourages sharing experience in review! •  Higher volume of positive reviews and negative reviews are minimized because guests do not leave the hotel with a negative feeling! “! We get people saying, ʻI usually donʼt write a review, but my stay at citizenM was so special because you did this specific thing that made me think WOW.ʼ! - Diego Sartori, CitizenM March 2013! 11!
  • 12. Service improvements: Corinthia Hotels •  Use their Twitter account to provide service to their guests
 ! “! Weʼre turning negatives into positives. Weʼre transparent in reacting to issues in front of everyone. That helps our customers trust us.! Jason Potter, Corinthia Hotels! March 2013! 12!
  • 13. What are we going to talk about? •  Online reputation management as a proxy for tracking and improving guest satisfaction ! ! •  How innovative hoteliers are leveraging the social web to improve the guest experience! ! •  Can increasing your online reputation drive revenue growth?! •  How we help hotels manage their online reputation! •  Key takeaways! ! March 2013! 13!
  • 14. Quantifying the impact of ORM on revenue “! “! Guests are willing to pay 38% A 1-point increase in a more for hotels whose online review score equates to a reviews indicate top-level 9% increase in average service ! daily rate.! comScore! Expedia! March 2013! 14!
  • 15. Study by Cornell University •  Basis of the Analysis:! –  More than 930,00 samples reviewed over the period of 2 and a half years! –  Luxury, Upscale and Midscale establishments! –  In 11 key markets across the UMS and Europe! ü  Specifically Madrid, London, Rome, Berlin, Milan, Prague, Chicago, Los Angeles, New York, San Francisco and Miami ! •  The study therefore reaffirms the impact of Online Reputation on all offline and online Distribution channels.! March 2013! 15!
  • 16. Competitive Quality IndexTM (CQI) March 2013! 16!
  • 17. Competitive Quality IndexTM (CQI) March 2013! 17!
  • 18. Revenue Optimizer •  Use the CQI™ alongside other industry metrics(STR, TravelClick):! –  Identify if you are achieving fair share of market from a quality perspective! –  CQI is calculated by dividing the GRI with the Competition Average GRI! March 2013! 18!
  • 19. Revenue classification of “Chain A” March 2013! 19!
  • 20. Revenue Opportunity Revenue  Opportunity   •  Key  trends  to  analyze  further   ReviewPro  Indexes   82.6%   i Cleanliness   80.6%   h Value   77.1%   h Loca5on   Seman5c  Men5ons   Room    (“Dirty”,  “Small”,  “Dark  and  Depressing”)   Room    (“Poor  Service”,  “Wifi  Horrible”,  “Slow”)   •  Possible  Internal  Ac5ons:   -  Set  up  alerts  on  ReviewPro  for  all  Managers  to  be  up  to  date   on  all  reviews  from  guests  to  maintain  high  CQI™   -  Set  up  the  monthly  reports  and  Snapshot  to  be  up  to  date  on   Scores   Nov   trends  within  your  hotel   CQI   110%   -  Iden5fy  whether  you  have  an  opportunity  to  increase  rates   RevPAR   78%   -  Benchmark  CQI™  against  other  metrics  in  the  market   -  Add  the  GRI™  widget  to  the  hotel  website  to  drive  direct   bookings   March 2013! 20!
  • 21. How it looks in ReviewPro March 2013! 21!
  • 22. Detail of your weaknesses vs. the competition •  The Semantic Analysis for the competition enables you to:! –  Which concepts you have posistive and negative mentions! –  Identify exactly what your competitors customers are saying about specific concepts for the competitor hotels! March 2013! 22!
  • 23. Management & Brand Reports •  Reports Available! –  Executive Summary! –  Quality & Operations! –  Sales & Marketing! –  Brand Reports! March 2013! 23!
  • 24. Snapshot •  Daily & Weekly Update of Online Evolution! –  GRI Evolution! –  Number of Reviews! –  Number of Semantic Mentions! –  Social Media Mentions! –  Competition GRI Update! March 2013!
  • 25. What are we going to talk about? •  Online reputation management as a proxy for tracking and improving guest satisfaction ! ! •  How innovative hoteliers are leveraging the social web to improve the guest experience! ! •  Can increasing your online reputation drive revenue growth?! •  How we help hotels manage their online reputation! •  Key takeaways! ! March 2013! 25!
  • 26. Key takeaways •  The social web provides guest insights that can be turned into action across the organization! •  Proactively managing online feedback can significantly improve the guest experience ! •  The Global Review IndexTM is the leading barometer for online guest satisfaction benchmarking ! •  The impact of social analytics plays a key role in helping you to maximize revenue! March 2013! 26!
  • 27. Contact R.J. Friedlander! CEO! ! ! rfriedlander@reviewpro.com! Twitter: @rjfriedlander! Skype: rjfbcn! Mobile: +34 610 459 003! Website: www.reviewpro.com! Visit our booth: Hall 7.1c, Stand 101 (just outside the eTravel Lab)! March 2013! 27!