online reputation management - travelcongress.nl...reputation management 1.reputation management...
TRANSCRIPT
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!