Online Reputation Management - Travel Congress · REPUTATION MANAGEMENT 1.Reputation management...

Online

Reputation

Management

WHAT IS REPUTATION?

REPUTATION MANAGEMENT

1.Reputation management

2.Reputation management is the understanding

or influencing of an individual's or

business's reputation. It was originally coined as

a public relations term, but advancement in

computing, the internet and social media made it

primarily an issue of search results.

EVERYONE NOW HAS AN OPINION

TRAVEL!

THEIR FAVOURITE

TOPIC?

NETHERLANDS MARKET TRAVEL SITES

ComScore July 2018 - Monthly Unique Users

TripAdvisor is the second largest travel site in the Netherlands

2018 VIEWS OF NETHERLANDS CONTENTSplit by source market. Domestic = 38%

ComScore July 2018 - Monthly Unique Users

TRIPADVISOR TODAY

o ve r

150,000+d e s t i n a t i o n s

e ve r y m in u t e

350u s e r c o n t r i b u t i o n s

o ve r

o ve r

7.6M I L L I O N

b u s in e s s e s

l i s t e d48 D o m a in s in

29 l a n g u a g e s

702+ r e v i e ws & o p in i o n s

M I L L I O N 160M I L L I O N

m e m b e r s

Ac c o m o d a t i o n s ,

r e s t a u r a n t s a n d a t t r a c t i o n s

8 million

490MILLION

Unique visitors

a month

Source: comScore Media Metrix for TripAdvisor Sites, worldwide, December 2018; Source: TripAdvisor log files, Q4 2018

96%

83%

consider reading reviews important when planning and booking hotels

will “usually” or “always” reference TripAdvisor reviews before making a booking decision on a hotel

UNDERSTANDING THE MOTIVATION TO SHAREPeople want to share positive

experiences and pay it forward for the

advice they received from others

73% 70%4 out of 5of TripAdvisor users

wrote a review in the

past year because they

received good advice

from reviews and wanted

to give back to the

community

of TripAdvisor users report

that they wrote a review in

the past year because

they wanted to share a

good experience with

travellers

is the average

bubble rating on

TripAdvisor

Source: Comscore November 2018

HOW CAN I

INFLUENCE MY

BUSINESS’

ONLINE

REPUTATION?

WHAT HAPPENS IF YOU DON’T TAKE CONROL?

YOUR VIRTUAL RECEPTION IS ALWAYS OPEN!

DON’T LEAVE IT UNMANNED!

YOU CAN HAVE YOUR SAY & INFLUENCE

TRAVELLERS

of respondents say “an

appropriate management

response to a bad review

improves my impression of

the hotel”.

84% of respondents say “seeing a

hotel management response

to reviews makes me believe

that it cares more about its

guests”.

78%

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2015.

1* RESPONSE EXAMPLES

5* RESPONSE EXAMPLES

MANAGEMENT RESPONSE BEST

PRACTICES

1. Sign up for review notification emails

2. Read the guidelines

3. Respond within 24 hours

4. Say “thank you”

5. Be original in reply

6. Highlight positives

7. Address specific complaints

8. Be polite and professional

SERVICE! SERVICE! SERVICE!

1. Provide truly remarkable service

2. Be true to brand

3. Be “refreshingly honest”

4. Mobilize the whole team

5. Offer great value

6. Do it with passion every day

7. Focus on traditional hospitality

8. Prevent escalation

SO HOW DO I

GET MORE

REVIEWS?

REVIEW COLLECTION PROVIDERS

o Travel review websites partner with 100s of Review Collection Service

Providers such as Review Pro, GuestReview and Revinate

o These tools allow you to automatically collect guest feedback and identify

opportunities for improvement

o There are three types of review collection partners: guest survey providers,

internet booking engines, and property management systems.

A recent study concluded that highly engaged hotels using Review Collection

services saw a 30-80% increase in reviews and 40% more page views, than those

not using these services.*

*”Using Guest Reviews to Pave the Path to Greater Engagement” collected by Atmosphere Research Group

MORE TOOLS

o Request a Free sticker for your window

o Add an app to your Facebook Business Page

• Leverage existing content, like traveller reviews, ratings, percent

recommended statistics, awards (if applicable), your property’s primary image

and a slideshow of your photos.

o Small social media button. Big traveller impact – add free social media buttons

to your business’ website.

o Ask staff to ask guests as they check out.

o Leave cookies or sweets in the room attached to review request cards

WHERE YOU COME IN….

EVERY SINGLE MEMBER OF STAFF CAN AND WILL HAVE AN INFLUENCE ON A VISITOR’S ENJOYMENT!

THEY NEED TO LEAVE FEELING LOVED AND WANTING TO RETURN.

THEY MUST WANT TO TELL THE WORLD OF THEIR POSITIVE EXPERINCE AT YOUR ESTABLISHMENT!

Thanks!Any questions?

You can find me at:

Skype @torid46

victoria@victoriapearceconsulting.com