WAYS YOU CAN DRIVE DIRECT BOOKING AND REVENUE RIGHT NOW USING GUEST INTELLIGENCE - WILMA VANNI @REVIEWPRO, @WILMAVANNI

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WAYS YOU CAN DRIVE DIRECT BOOKING AND REVENUE RIGHT NOW USING GUEST INTELLIGENCE - WILMA VANNI @REVIEWPRO, @WILMAVANNI
Ways You Can Drive Direct Booking and
Revenue Right Now Using Guest Intelligence

Wilma Vanni
   @ReviewPro, @WilmaVanni

Stockholm, January 9th 2019
WAYS YOU CAN DRIVE DIRECT BOOKING AND REVENUE RIGHT NOW USING GUEST INTELLIGENCE - WILMA VANNI @REVIEWPRO, @WILMAVANNI
Which is More Effective at Driving
        Direct Bookings?

1. Search Engine Marketing (SEM)
2. Discounts & Perks
3. Increase Hotel’s Online Reputation
WAYS YOU CAN DRIVE DIRECT BOOKING AND REVENUE RIGHT NOW USING GUEST INTELLIGENCE - WILMA VANNI @REVIEWPRO, @WILMAVANNI
Today’s Reality
WAYS YOU CAN DRIVE DIRECT BOOKING AND REVENUE RIGHT NOW USING GUEST INTELLIGENCE - WILMA VANNI @REVIEWPRO, @WILMAVANNI
Behavior of travelers
                                  is changing…
Behavior of guests is changing…
                                  …and, you must
                                  change too.

                                                     4
WAYS YOU CAN DRIVE DIRECT BOOKING AND REVENUE RIGHT NOW USING GUEST INTELLIGENCE - WILMA VANNI @REVIEWPRO, @WILMAVANNI
Today’s Traveler...

•   More digitally savvy
•   Technology influences how they
    behave before, during & after their stay
•   Online reviews and research highly
    influence where they choose to visit
    and what they do once there
•   Opinions online set expectations
    about the experience they will have
WAYS YOU CAN DRIVE DIRECT BOOKING AND REVENUE RIGHT NOW USING GUEST INTELLIGENCE - WILMA VANNI @REVIEWPRO, @WILMAVANNI
... And, You Must Change Too

•    Adapt to the new ways guests want to
     interact
•    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
•    LOYALTY: Stop paying off guest with      Photo courtesy of citizenM
     Points & start Earning real loyalty
WAYS YOU CAN DRIVE DIRECT BOOKING AND REVENUE RIGHT NOW USING GUEST INTELLIGENCE - WILMA VANNI @REVIEWPRO, @WILMAVANNI
Data: More Valuable Than Oil?

                     •   Big data is a big deal
                     •   Travelers leave digital data trails everywhere
                         they go
                     •   Guest feedback is one of the most valuable
                         data sources in hospitality
WAYS YOU CAN DRIVE DIRECT BOOKING AND REVENUE RIGHT NOW USING GUEST INTELLIGENCE - WILMA VANNI @REVIEWPRO, @WILMAVANNI
Impact of Reputation on Revenue

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

                 +0.89%              +0.54%                 +1.42%
                  in ADR             in Occupancy             in RevPAR

     Budget & Midscale             Upper Midscale               Upscale & Luxury

      +0,1        +0.9€              +0,1      +1.6€               +0,1       +7.1€
      TA score    RevPar            TA score   RevPar              TA score     RevPar

                                                                 Source: Horwath HTL, 2016
WAYS YOU CAN DRIVE DIRECT BOOKING AND REVENUE RIGHT NOW USING GUEST INTELLIGENCE - WILMA VANNI @REVIEWPRO, @WILMAVANNI
ReviewPro Guest Intelligence Suite

                 Find                   Report & Fix     Benefits

                  Online
                 Reviews

   Live                     Post-stay
                                                         Better guest
 requests                    surveys                     experiences

                GUEST                       Auto
                                                        Higher online
             INTELLIGENCE                   Case
                                                          rankings
                                         Management

 Messaging
                     Guest In-stay
                           surveys
                  Experiences                          Increased ADR &
                                                           revenue
                  Calls/
                 Letters
WAYS YOU CAN DRIVE DIRECT BOOKING AND REVENUE RIGHT NOW USING GUEST INTELLIGENCE - WILMA VANNI @REVIEWPRO, @WILMAVANNI
In-stay Helps Exceed Guest Expectations

  Prompted a
  review
                                             In-stay survey send

Case Management                                  Management
to resolve issue                                 response strategy

                                   Promotes loyalty
Your Best Marketers Are Happy Customers

                      Create higher
                     repeat demand

                     Are more likely
                     to recommend
                       your hotel
   Happy                                     More
   clients                                reservations
                     Write positive
                       reviews
Drive Review Volume on Key Channels
Choose where to build review volume and freshness by
implementing one of the following Review Collection Programs:

     TripAdvisor Review       Google Review        HolidayCheck Review
     Collection Program       Collection Widget    Collection Program
Drive Visibility & Revenue Through Reviews

    Understand how your distribution strategy impacts review volume and
  implement strategies to improve volume on the most important channels.
Impact of Reputation on Direct Bookings

• In Jan 2017, Aria Hotel Budapest
  was voted #1 Hotel in the World
  in TripAdvisor’s 2017 Travelers
  Choice Awards.

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

• Direct bookings more than
  doubled.

• Occupancy & ADR increased
  significantly.

                                     1
Messaging Is the Latest Type of Feedback

                                       Types of Guest Feedback

       Reviews                        Surveys                            Messaging
       • Public feedback              • Direct, provoked feedback        • Impromptu feedback direct
                 Post-stay                      In-stay & Post-stay        from guest, need based.
                                                                                 Pre-stay, in-stay &
                                                                                 post-stay

                                        Ways to Receive Insight

                                                                         Case           Operational &
        Filters & Views      Alerts               Reports
                                                                      Management       Service Profiles
What is your
Messaging Strategy for 2019?
Manage Communications from One Central Hub

         Can someone bring                  Sure, they are on
          me clean towels?                     their way!

   1   Guest messages hotel from      2   Messages are received in the
       the channel of their choice.       Messaging Hub where you can
                                          respond & manage requests.
                                                    *WhatsApp when available
Options to Communicate Messaging
There are many ways to inform guests of your messaging services, including print, digital and web media.
Meliá Hotels International – Increase ADR
Meliá Hotels International is the 17th largest hotel chain in the world and has partnered with ReviewPro
since 2010.

The Group has seven separate brands and the continued improvement in delivering memorable guest
experiences has been remarkable.
For example, ME London achieved the following:

• GRI score increased from 76% to 95%

• ADR increased significantly, representing a growth rate of more than 50% higher than the average of
  their direct competitors.

                                                                                                      20
Radisson Hotel Group– Response Time

Radisson Hotel Group™ has long been
synonymous with quality service. The group was
clear that it needed to develop and optimize its
strategy for responding to online reviews in a
timely way.

ReviewPro’s Auto Case Management (ACM) tool
was used to streamline internal processes and
improve the review response strategy.

• 8,420 cases created in three months

• Response ratio increased YOY from 82% to
  92%

• Average response time YOY dropped from 6.3
  days to 3.0 days

                                                   21
Kempinski Hotels – Management Response

A high management response rate is an
essential part of any effective online
reputation management strategy.

Kempinski Hotels have significantly improved
in responding to online reviews, evident in
data collected from the luxury Hotel
Badamdar Baku, located on the old Silk Road
connecting Europe and Asia:

• Management response rate increased from
  25% to 66%

• Value Index increased from 69% to 86%

                                               22
Key Takeaways
Define a Management Response Strategy

 • ReviewPro’s free guide to help define a realistic and achievable management
   response strategy.
Guest Feedback Goes Far Beyond Online Reputation

                                                 Opera.onal &
                Data             Insights           Service           Ac.on   Results
                                                   Priori.es

                            Guest Intelligence Improvement SuiteTM

        Online                    Guest                         Guest         Case
        Reputation                Satisfaction                  Messaging     Management
        Management                Surveys*                      Hub

      *In-stay and post-stay surveys
Who We Are
ReviewPro: Part of Shiji Group
Specializing in Guest Experience Improvement
43,000+ Clients & Partners in 150+ Countries
                                                                Management &
                              Destinations &   Hotel Owners &                    Consultants &
    Hotels      Restaurants                                     Representation
                               Star Ratings       Investors                        Advisors
                                                                 Companies
Q&A
Wilma Vanni
wvanni@reviewpro.com
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