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Reputation & Revenue Roundtable Hotel Guest Experience, Online Reputation & How the Social Web Can Drive Revenue Growth Bill Carroll Professor of Marke/ng School of Hotel Administra/on Michael Levie Founding Partner & VP of Opera/ons Ci/zenM Hotels RJ Friedlander Founder & CEO ReviewPro

Reputation and Revenue Roundtable: Live Event for Hoteliers

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An Ivy League professor, a leading hotelier and a reputation management executive walk into a bar… Cornell’s Bill Carroll, citizenM’s Michael Levie and ReviewPro’s RJ Friedlander joined forces for a live, in-depth discussion on hotel guest experience, online reputation and how the social web can be leveraged to drive revenue growth. In this fast-paced session, Bill, Michael and RJ: • Show how to interpret guest intelligence analytics and turn insight into action across the hotel enterprise. • Provide tips on developing customer-focused operations and service strategies to exceed expectations and deliver unforgettable experiences for your guests. • Explain the importance of driving review volume across multiple channels and how to increase your rankings on OTAs and TripAdvisor. • Discuss how hotels can use guest intelligence data to improve operations and optimize their revenue generation strategies based on the latest research from Cornell’s School of Hotel Administration.

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Page 1: Reputation and Revenue Roundtable: Live Event for Hoteliers

Reputation & Revenue Roundtable

Hotel Guest Experience, Online Reputation & How the Social Web Can Drive Revenue Growth

Bill  Carroll  Professor  of  Marke/ng  

School  of  Hotel  Administra/on  

Michael  Levie  Founding  Partner  &  VP  of  Opera/ons  

Ci/zenM  Hotels  

RJ  Friedlander  Founder  &  CEO  ReviewPro  

Page 2: Reputation and Revenue Roundtable: Live Event for Hoteliers

Online Reputation

Tac$cal   Strategic  

Reputa$on  Protec$on  &  Promo$on  

Opera$onal  Recovery  

Improvement  

Brand  Promise  &  Target  Market  

Alignment  Compe$$ve  Posi$oning  

Management  Effec$veness  

Asset    Valua$on  

Opera$onal  

Page 3: Reputation and Revenue Roundtable: Live Event for Hoteliers

Online Reputation

Increasing  brand  

awareness  

Increasing  customer  connec/on  

Improving  customer  service    

Promo/ons,  specials  

Increasing  revenues  

“When  they  are  looking  for  the  right  place  to  eat,  more  than  four  out  of  five  people  search  social  media  sites  to  find  customer  reviews  about  restaurants  and  cafes.    Your  restaurant’s  presence  in  social  media  has  never  been  more  important.    One  bad  review  handled  improperly  could  mean  tens  of  thousands  of  dollars  in  lost  business  for  your  restaurant.  Ignoring  the  opportunity  to  build  loyalty  could  mean  tens  of  thousands  more  lost.”    -­‐  Main  Street  Hub™  

Page 4: Reputation and Revenue Roundtable: Live Event for Hoteliers

What Impact Does it Have?

Source:  Trip  Advisor,  Trip  Barometer  2013  

Page 5: Reputation and Revenue Roundtable: Live Event for Hoteliers

•  Focus  of  the  study  –  Nearly  a  million  reviews  over  the  period  of  two  and  a  half  years  

–  Focused  on  luxury,  upscale  and  midscale  segments  

–  In  11  key  markets  across  the  US  and  Europe  

•  Results  confirm  the  clear  impact  of  online  reputa/on  on  all  offline  and  online  distribu/on  channels.  

Are Online Reviews Really Impacting Financial Performance?

Page 6: Reputation and Revenue Roundtable: Live Event for Hoteliers

Are Online Reviews Really Impacting Financial Performance?

Page 7: Reputation and Revenue Roundtable: Live Event for Hoteliers

More Things Change, More They Stay The Same

Page 8: Reputation and Revenue Roundtable: Live Event for Hoteliers

Reputation Can Impact Revenue

Page 9: Reputation and Revenue Roundtable: Live Event for Hoteliers

How Are Reviews Being Used Across An Organization?

Housekeeping & Maintenance" General

Manager"

Front Desk"

Revenue & Distribution"

Food & Beverage"

Sales & Marketing"

Quality & Operations"

Page 10: Reputation and Revenue Roundtable: Live Event for Hoteliers

Property Management

System"Central

Reservation System"

Revenue Management"

Channel Manager"

Global Distribution System"

Booking Engine""

Marketing"Guest Satisfaction

Surveys"

Finance" Investments"Social"CRM"

…"

How Are Reviews Being Used Across An Organization?

Page 11: Reputation and Revenue Roundtable: Live Event for Hoteliers

Using Reviews Inside Your Organization

•  Incorporate  user  review  scores  (GRI)  into  GM  and  Opera/ons  team        •  Provide  tools  and  analy/cs  for  the  opera/ons  team    •  Include  user  review  score  metric  in  performance  dashboards    •  Encourage  guests  to  provide  feedback  and  post  reviews  on  user  sites  to  

increase  the  volume  of  authen/c  reviews    

Page 12: Reputation and Revenue Roundtable: Live Event for Hoteliers

Roundtable Discussion and Q&A

Hotel Guest Experience, Online Reputation & How the Social Web Can Drive Revenue Growth

Bill  Carroll  Professor  of  Marke/ng  

School  of  Hotel  Administra/on  

Michael  Levie  Founding  Partner  &  VP  of  Opera/ons  

Ci/zenM  Hotels  

RJ  Friedlander  Founder  &  CEO  ReviewPro