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Hotelier's Guide to Selecting an Online Reputation Management Tool

What to look for in a Modern Hotel Online Reputation Management Tool for Hotel Brand Management & gaining Positive Hotel Reviews

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Hotelier's Guide to Selecting an Online Reputation Management Tool

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  1. ONLINE REPUTATION MANAGEMENT TOOL SELECTION GUIDE

  2. ONLINE REPUTATION MANAGEMENT TOOL SELECTION GUIDE In Hospitality Industry, nobody challenges the importance of superior guest service. Hence, no wonder industry is focusing a lot on measuring the outcome of their customer service in the form of guest reviews and feedback. Especially when it has a direct impact on your revenue. Technology solution companies are offering a plethora of tools and solutions to the hospitality industry for managing Customer Experience and their Online Reputation Management (ORM). Through these tools, hotels are empowered to identify their areas of improvement, their strength, and weaknesses Vis-a-Vis their competition. In this guide, we will share the right set of features that your ORM tool must possess in order to drive more revenue and success through continuous improvement in Guest Experience and Online Reputation Management. The key questions a hotelier should ask when evaluating an Online Reputation Management Tool is: What amalgamation of technology competencies are required in order to provide more personalized and satisfying guest experiences, which is based on guest’s individual feedback, suggestions and ratings on social and review sites? First, let us look at the common challenges a hotel faces while managing their Digital Reputation. Juggling with multiple Social Sites and Review Platforms. With guests present and active on numerous social media sites and hotel review platforms, it has become an uphill task for hoteliers to keep a tab on guest feedback and reviews published on multiple sites and in multiple languages. Uncontrollable and unmanageable Social Media and Review Sites are Like “Word of Mouth” on Steroids! Every user with a digital platform is free to post their opinion out and aloud on the internet for other users to read, make their own perception and opinion about your hotel. Unstructured data explosion With a myriad of reviews from umpteen number of sites, the volume, velocity, and a variety of guest feedback are overpowering. Moreover, the ability to process and derive useful insights from this massive review data from multiple sources is very restricted for hotels. The idea behind this Guide is to help hoteliers make Online Reputation Management as simple as Keyboard Press for Hoteliers and help them translate Reputation into Revenue! Good Online Reputation = Higher Guest Satisfaction and Eventually more Revenue

  3. ONLINE REPUTATION MANAGEMENT TOOL SELECTION GUIDE What should a powerful, comprehensive and a modern ORM Tool help you with 1. Comprehensive Data Collection Of Online Reviews And Reputation For Both Hotels And Restaurants Your ORM tool should help you assemble reviews and data points from multiple sites. Most advanced tools help you collate guest reviews from more than 100 Social and review sites. How can we miss reputation management for the Restaurant; your ORM tool should support guest reviews for various parameters of restaurant as well like ambience, food quality, food temperature, service, food price, etc. 2.Simplifying & Driving Efficiency In Review Response Management Should possess the ability to respond instantly to all reviews and comments to make the guests feel engaged and valued. For more effective insight and immediate action, a smart tool should help you get started with review history. Nothing like if you could get 6 months review history at the time of sign up.

  4. ONLINE REPUTATION MANAGEMENT TOOL SELECTION GUIDE Should provide an ability to respond to guests’ reviews through system suggested response template (positive, neutral or negative) or enjoy the flexibility to type your own response. Capability to translate and respond to reviews in 40+ languages 3. Intuitive User Interface, Mobile App And Classification Of Reviews A powerful tool should also provide different views for Independent Property View and Enterprise View Your ORM platform should have ability to manage guest reviews on the go with Mobile App. Easy categorization of reviews like – Check In, Stay Period and Check Out 4. Ease Of Monitoring & Responding To Guest Posts On Social Media Channels Logging in to individual social sites is burdensome so ability to read reviews from multiple social media sites on a single platform can make you efficient. Convenience of posting directly on the hotel’s social media pages from a unified dashboard. 5. Easy Tracking And Comparison Of Review & Social Media Sites With That Of Competitor’s: Identify your brand’s online reputation performance vs your competitor Get Guest Satisfaction Score against your competition Since there are hundreds of Review sites, a modern tool should support all regional URLS as well. Major regional url of sites like TripAdviosr, Expedis, should be tracked.

  5. ONLINE REPUTATION MANAGEMENT TOOL SELECTION GUIDE 6. Customized Guest Survey Ensure that your ORM platform has a native Guest feedback Survey functionality and include some of the important features like : Ability to respond as many as 40 or more languages Gather direct and relevant feedback with customizable questionnaire Quiz your hotel’s guest on your top selected KPIs Measure guest loyalty through Net Promoter Score (NPS) Publish their survey response in Google Review 7. Useful Insights Of Guest Feedback And Reviews Have the ability to derive a value index against the value provided by your hotel based on the aggregated data points. Sentiment Engine for tracking consumer reviews; sentiment score, quantitative score, and rating. View guest sentiment and quantitative score for respective reviews Ability to quantify gaps so that you get action items to bridge the same Text Analysis with hot and cold keywords Get a view of famous #tags used by your hotel brand and your competitors Receive valuable insights on all posts (average shares, average comments etc.) Twitter comparison graphs discover areas where a property stands stronger than the competitor

  6. ONLINE REPUTATION MANAGEMENT TOOL SELECTION GUIDE 8. Easy Filtering & Segmentation On Guest Types Apply filters to isolate reviews by specifying the type Get score from different channels according to different traveler types like- business, couple, family, solo traveler, etc. Basis this rating information, hotel can customize their service and offerings to suit the needs of each traveler type and use it for indenting (ordering of consumables, food preparations: more effective forecasting, lesser wastage) Business Couple Family Solo Traveler 9. Orm Platform Should Be Part Of Overall Total Quality Management Of Your Hotel By Effective Goal Setting And Tracking Achieve Operational Excellence with accurate data and insights about your service Bring into line your team performance with your hotel performance Take proactive steps like appreciating, warning or alerting your team about corresponding reviews Integrated balanced scorecard approach for holistic goal alignment and achievement Goals could be assigned to user or self Track goals assigned to you and colleagues whilst getting weekly notifications to track progress

  7. ONLINE REPUTATION MANAGEMENT TOOL SELECTION GUIDE 10. Online Reputation Analytics & Scheduled Reporting Generate Real-Time Reports and Alerts Capability to generate exhaustive reports on different parameters like – No of reviews, by TripAdvisor rank, by channel score, by positive reviews, by response ratio. Get periodical reports like; daily, weekly, & monthly analytics digest derived from VOC 11. Big Hotel Chains Need An Enterprise & Cluster View To Efficiently Manage Their Online Reputation Both independent and enterprise hotel chains equally require ORM tool to stay ahead of competition. However, the requirement of enterprise is different from that of independent hotels. Hence, if you are a chain hotel, the tool you will need should have following features Ability to segregate into customized groups types, groups, sub group, like by Region, by Collection, etc.

  8. ONLINE REPUTATION MANAGEMENT TOOL SELECTION GUIDE Should support 360 degree competition benchmarking for various KPIs like Guest Satisfaction, etc. for your group Vs comp – set An Enterprise Leader Board for measuring different parameters like – Guest Satisfaction, Response Ratio, TripAdvisor Rank etc. ORM tool designed for Enterprise also helps measure reviews department wise against your competitor, e.g. House Keeping, Spa, Front Desk, F&B, etc. ORM tool for enterprise should support easy categorization of reviews geography wise, country wise. Irrespective of the size and star category of their property, whether an independent hotel or part of an enterprise chain, 5-star luxury resort or a budget hotel, all revenue managers in the hotel industry have realized the importance of assessing their ORM capabilities and hence plan their strategic goals for reaching their desired target. ORM has become an indispensable guidepost for competing in a hyper- competitive and dynamic market environment of the hospitality industry. Click here to Start your Free Trial of RateGain’s Online Reputation Management tool

  9. ONLINE REPUTATION MANAGEMENT TOOL SELECTION GUIDE More about RateGain Founded in 2004, RateGain is a leading provider of cloud-based products and services around the function of hotel Rate Intelligence, Price Optimization, Seamless Electronic Distribution and Brand Engagement to the world’s leading Hotels and Online Travel Agents. With continued innovation and excellence in customer focus, we are proud to serve over 12,000 clients and numerous industry partners. Our customers are global and so are we, with offices in 10 countries across all major continents, supported by over 500 passionate professionals and seasoned industry experts. Through world-class solutions, RateGain helps its industry leading customers beat their competition and make more revenue every day. 1 Competitor Rate Shopper Single Technology Platform to Manage Revenue, Reputation & Distribution 2 Online Reputation Manager 3 6 Guest Feedback Survey Integrated Analytics 5 4 Distribution Channel Manager Revenue Optimizer Share

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