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.

Wearables....not just a trend!! Ines Chitour - Guillaume Huez

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.