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Session 2 - Geo-Green

Webinar Session 2 - E Reputation

Webinar Online Only

Revenue Strategy Management for Hoteliers

Session 2 

This webinar is about how to manage and play with guest review and their importance.

At the beginning of the webinar, there is some statistics to take in consideration as:

- 92% of travelers are influenced by reviews

- before to book a trip in average 38 websites are visited by a traveler

- 53% of guests said that they will not book a hotel if it has no reviews.

On this picture you have the details of the strategy of Review pro and the new way to integrate and manage feedbacks for hoteliers. In using different platforms and websites, it is possible to convert every comments in statistics useful to develop and improve business quality.

These numbers are the prove of the efficiency of the Global review index.

The concept of revenue management in hospitality is to maximize the revenue of a hotel on a period of time. We consider that the stock of rooms is perishable and we have to improve the turnover in playing with occupancy and average price.

Basically revenue management was first develop with airline company, Marriott was the first hospitality company to implement this strategy in hotel business. today it is a common practice, mandatory for every hotels to survive to the competition.

Customers' reviews about price, service quality allows the hoteliers to have an idea about the sense of their price strategy.

With the development of OTA and the rising price of customer acquisition, it is now difficult to generate benefits for  hotel. The commissions are higher and the investments are more significant. In this context the hoteliers should have a durable strategy in social media and revenue management.

A hotel has to be visible to attract a maximum of guest, but the fact to be visible means a strong presence in OTA, and less direct bookings, so less direct revenues.

So the question is how to increase direct bookings?

- Clear Website

- Mobile app

- Tablet website

- Social media presence

- managing platforms

- Develop a distribution plan

- Know your customer lifetime value

The things that I learned during this webinar is the relation between Online reputation and Revenue management to optimize the turnover, the concept of guest acquisition and consumer pricing intelligence. Today OTA offers to the hotels a strong online presence but become dangerous due to their importance, because they limit direct bookings and multiply the comissions for hotels. A competitive hotel has to develop a distribution channel strategy to increase direct booking without reducing its visibility.

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ORM PAGE- Guillaume Huez

ORM - Online Reputation Management

Definition

Online Reputation Management is the process of managing what we want to be show up when someone Googles a name. The concept of ORM can explain how to controlling the information which will appear to the top at the moment of a research on Google and how to push down the irrelevant information or negative contents. Finally it is the control of your e-reputation on the web, can be used for a business or individual. Originally considered as a Public Relation terms, with the expansion of Internet, ORM is today recognized as a term of Online business.

Marriott Travel Brilliantly - Session 6 Freddy and Guillaume

Webinar assignement

Guest Satisfaction: 8 Best Practices for Hotels & Restaurants

http://resources.reviewpro.com/webinars/guest-satisfaction-best-practices-hotels-restaurants-thanks?submissionGuid=17bce669-e530-4e38-96e2-f51dd2c2462d

            This webinar is about the guest satisfaction, which is the basic point of success for every business company. Customers satisfied by the service quality will be able to spend more money and will be happy to come back. Development of guest loyalty is one of the main challenges of hospitality industry.

            Through this webinar, the speaker is focus on the key drivers and the basics of every hotel and restaurant for the best practices to make the guest comfortable.

            It is about the eight tried and true ways to generate loyalty, higher rating and advocacy.

Topics include

. How social media has raised the stakes in guest satisfaction

. How to align online positioning with your on-property experience

. Training and empowering staff to exceed expectations

. Integrating Guest Satisfaction Survey data with review metrics for 360° Guest Intelligence

. Using guest feedback data to make better decisions

. Responding to reviews and social media commentary

            I learned than today the use of you tools online allows the hotels and restaurants to be more efficient on the guest feedbacks and expectations. 

            Social media are not only a way to communicate with the customers; it is also a very useful tool to understand the needs and want of the guests. The fact to have the opportunity to go on their profile and personal life is a key point to be able to catch the essence of their expectations.

            A good online strategy will allow the property to reinforce its positioning for the consumers. A good understanding of the product and the service quality will decrease the misunderstanding of the clients and will reduce negative feedbacks and in the same way increase guest satisfaction.

            Have a strong e-reputation strategy and a deep presence on social media is a key point today, but hospitality industry is a human profession and the most important factor is the customer relation and the quality of service. New technology offers a new way to communicate allow the guests and the staff to be closer and to have an easier and more friendly interaction. However, to succeed into this challenge the staff should have a perfect master of the technology used by the hotel and be well trained. All employees have to understand the advantages of the integration of new technology in their daily task and realize the benefit in their job efficiency.

            Integrated a Guest Satisfaction Survey online or by paper will allow to the hotel to answer at the questions: do we perfectly integrated this new tools in the hotel?

- Did the employees receive an adapted training to this new technology?

- Did this technology easily manageable for the clients?

- Did we create an added value?

            These different surveys will be quantifiable and will push after the data analysis the hotel to take the right decisions to improve their services.

            Of course, when a guest give a feedback positive as negative it is vital today to quickly answer to him. With the social media and new technology the answer should be until 1 hour maximum.

            Inside hotels and restaurants the key points will stay forever the quality of the service. The online tools will allow to definitely creating an added value on the way to identify the weaknesses of a team or service but will never replace a human or employee. 

Homework For Session 6 - Guillaume Huez.

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Class Exercise Session 5 Freddy and Guillaume