How to turn. Reviews into Revenue & Trends in Online Reputation

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Tobias Clark
6 years ago
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1 How to turn Reviews into Revenue & Trends in Online Reputation

2 1. Status Quo AGENDA 2. Top Performers 3. How to get there

3 FACTS ABOUT THE COMPANY 5,000+ customers 35+ countries 90+ employees 16 nationalities

4 REPUTATION MANAGEMENT WE ANALYZE MILLIONS OF REVIEWS

5 INFORMATION CONTAINED IN REVIEWS Text Image Video Overall Sound Date Submitted Pre-, Post-, During-Stay Channel Submitted Location Form Score REVIEW Topics mentioned Meta Data Type of Guest Semantics Age Travel Purpose Nationality Type Business, Leisure, Family, Couple, Single, Etc Price Room other LTV CAC Reviewer Source of Booking Revenue Data Average Price Operating Costs Tonality Detail of Text Negative / Positive Booking Frequency

6 STATUS QUO A closer look at the hotel market

7 900+ REVIEWS per hotel per year

8 PORTAL RELEVANCE Portal New Reviews in Q Booking.com 62,7% 2 TripAdvisor 15,9% 3 Google 9,0% 4 Hotels.com 3,5% 5 HolidayCheck 3,1% 6 Facebook 2,5% 7 HRS 2,5%

9 PORTAL RELEVANCE Portal New Reviews in Q Booking.com 62,7% 2 TripAdvisor 15,9% 3 Google 9,0% 4 Hotels.com 3,5% 5 HolidayCheck 3,1% 6 Facebook 2,5% 7 HRS 2,5% Expedia?

10 PORTAL RELEVANCE Portal New Reviews in Q Portal New Reviews in Q Booking.com 62,7% 1 Booking.com 59,7% 2 TripAdvisor 15,9% 2 TripAdvisor 14,7% 3 Google 9,0% 3 Google 11,5% 4 Hotels.com 3,5% 4 Facebook 3,9% 5 HolidayCheck 3,1% 5 HolidayCheck 2,9% 6 Facebook 2,5% 6 Hotels.com 2,3% 7 HRS 2,5% 7 HRS 1,9% Expedia?

11 PORTAL RELEVANCE Portal New Reviews in Q Portal New Reviews in Q Portal New Reviews in Q Booking.com 62,7% 1 Booking.com 59,7% 1 Booking 53.3% 2 TripAdvisor 15,9% 2 TripAdvisor 14,7% 2 Google 21.8% 3 Google 9,0% 3 Google 11,5% 3 TripAdvisor 12.4% 4 Hotels.com 3,5% 4 Facebook 3,9% 4 Facebook 3.6% 5 HolidayCheck 3,1% 5 HolidayCheck 2,9% 5 hotels.com 2.5% 6 Facebook 2,5% 6 Hotels.com 2,3% 6 HolidayCheck 2.4% 7 HRS 2,5% 7 HRS 1,9% 7 Expedia 1.5% Expedia?

12 PORTAL RELEVANCE Portal New Reviews in Q Portal New Reviews in Q Portal New Reviews in Q Booking.com 62,7% 1 Booking.com 59,7% 1 Booking 53.3% 2 TripAdvisor 15,9% 2 TripAdvisor 14,7% 2 Google 21.8% 3 Google 9,0% 3 Google 11,5% 3 TripAdvisor 12.4% 4 Hotels.com 3,5% 4 Facebook 3,9% 4 Facebook 3.6% 5 HolidayCheck 3,1% 5 HolidayCheck 2,9% 5 hotels.com 2.5% 6 Top 3 Facebook = 87,6% 2,5% 6 Top 3 Hotels.com = 85,9% 2,3% 6 HolidayCheck 7 HRS 2,5% 7 HRS 1,9% 7 Expedia Expedia? Top 3 = 87,5%2.4% 1.5%

13 PORTAL RELEVANCE Portal New Reviews in Q Booking.com dominating, followed by TripAdvisor Google Newcomers Google and Facebook are catching up. One review can be displayed multiple times (e.g. trivago, ctrip, 1 Booking 53.3% travelocity) 2 Google 21.8% 3 TripAdvisor 12.4% 4 Facebook 3.6% 5 hotels.com 2.5% 6 HolidayCheck 2.4% 7 Expedia 1.5% Do not forget local niche players like TopHotels & Zoover.

14 BERLIN IN 2016 Average Review Score in Berlin: 80.03%

15 BERLIN IN 2016 Best Scores on Booking: Average Review Score in Berlin: Lowest Scores on HRS: 81.4% 80.03% 77.5%

16 BERLIN IN 2016 Best Scores on Booking: Average Review Score in Berlin: Lowest Scores on HRS: SMALL HOTELS HAVE BETTER SCORES THAN BIG HOTELS 1 10 rooms = 84.1% rooms = 81.1% vs rooms = 79.1% >100 rooms = 80.2% 81.4% 80.03% 77.5%

17 BERLIN IN 2016 Best scores on Booking.com Best player to activate silent mass Lowest scores on HRS => Business Travellers Small hotels have better reviews than big hotels => Big chance to compete

18 TOP PERFORMERS in Berlin

19 HolidayCheck Awards 2017

20 HOLIDAYCHECK AWARDS 2016 The HolidayCheck Award Winners not only have better review scores, but also collect significantly more reviews. HOTELS IN BERLIN IN 2016 Number of Reviews: 42 Average Score: 81.0%

21 HOLIDAYCHECK AWARDS 2016 The HolidayCheck Award Winners not only have better review scores, but also collect significantly more reviews. HOTELS IN BERLIN IN 2016 HolidayCheck AWARD Number of Reviews: 42 WINNER IN 2016 Average Score: 81.0% Number of Reviews: 129 Average Score: 93.3%

22 TOP 20 TripAdvisor

23 TOP 20 TripAdvisor The Top20 TripAdvisor Hotels in Berlin not only have better review scores, but also collect significantly more reviews. HOTELS IN BERLIN IN 2016 Number of Reviews: 109 Average Score: 78.61% More information on TripAdvisor can be found here and here.

HOTELS IN BERLIN IN 2016 Number of Reviews: 109 Average Score: 78.

24 TOP 20 TripAdvisor The Top20 TripAdvisor Hotels in Berlin not only have better review scores, but also collect significantly more reviews. HOTELS IN BERLIN IN 2016 Number of Reviews: 109 Average Score: 78.61% TOP 20 IN 2016 Number of Reviews: 454 Average Score: 92% More information on TripAdvisor can be found here and here.

25 TripAdvisor City Rank Berlin City Rank Berlin Total Number of Reviews Number of Reviews last 3 months Total Average Rating , , , Data as of May, 18th 2017

26 TripAdvisor Comment Rate City Rank 1 point 2 points 3 points 4 points 5 points Average % 71% 65% 50% 54% 61% % 62% 48% 44% 46% 52% % 68% 62% 56% 59% 62% % 62% 55% 49% 53% 54% % 62% 55% 45% 46% 55% % 46% 52% 50% 49% 48% >151 50% 45% 40% 41% 42% 43% Average 57% 56% 50% 46% 48% 51% Data: Hotels Berlin, Reviews submitted from January 2017 to October, 15th 2017

27 Booking.com Comment Rate TripAdvisor City Rank 2,5 to < 5 points 5 to < 7,5 points 7,5 to <= 10 points Average % 12% 8% 10% % 23% 18% 20% % 27% 27% 28% % 23% 19% 22% % 27% 17% 24% % 25% 22% 24% >151 28% 22% 20% 22% Average 27% 23% 19% 22% Data: Hotels Berlin, Reviews submitted from January 2017 to October, 15th 2017

28 SUCCESS FACTORS NUMBER OF REVIEWS QUALITY RECENCY

29 REVIEWS & CONVERSION RATE Month Conversion Rate October ,2% November ,2% December ,1% January ,2% February % Reviews put live (more than 5) Reviews

30 REVIEWS & CONVERSION RATE 31.9% increase in conversion rate

31 WHAT TO DO NOW?

32 ACTIVATE THE SILENT MASS Better Reviews TripAdvisor review score when asking guests to submit a review: 89% TripAdvisor review score without asking: 82% More Reviews Actively asking for a review: Return Rate between 18% and 30% depending on the portal.

33 IMPROVE Analyze your strengths and weaknesses. How can you improve? Integrate reviews to increase conversion rate Expectations Management & More Feedback Points Get guest feedback before and during the stay. Too much data? Get automatic recommendations.

34 NO CHANCE TO COMPETE? Remember: Small hotels have better reviews than big hotels Focus on long-tail search. E.g. Hotel Berlin Charlottenburg, independent hotel, affordable hotel WRONG GUESTS? 44% of reviews are submitted from guests older than 50 years. Their review is 2% better than from guests below 50 years.

35 NO ADDRESS? Use SMS. Ask guests for a review during stay. Collect direct contact details. NO TIME? Automate it.

36 SUMMARY 1. Google and Facebook catching up quickly 2. Opportunity in niche portals 3. Quality, number of reviews and recency matter most to climb up rankings 4. Reviews increase conversion rate 5. Activate the silent mass 6. Use operational insights from data to improve 7. It is possible to compete (also for small hotels)

37 Moritz Klussmann / mk@customer-alliance.com /

38 Checkliste zum Beantworten 1. Respektvolle Anrede 2. bedanken für Mühe und Bewertung 3. Antwörtlänge bestenfalls an Bewertungslänge anpassen 4. individuell antworten 5. Verbesserungen ansprechen 6. auf Kritik eingehen, sich für Unannehmlichkeiten entschuldigen, aber hinsichtlich Design oder Stil die eigene Position sachlich rechtfertigen 7. höfliche Verabschiedung 8. Signatur der verantwortlichen Person des kritisierten Bereichs oder des Hotelmanagers

100% HOTEL RANKS 6 OF 154 HOTELS IN KISSIMMEE A GUEST FEEDBACK SUCCESS STORY. Response rate within 48 hours. Out of 154 hotels in Kissimmee

100% HOTEL RANKS 6 OF 154 HOTELS IN KISSIMMEE A GUEST FEEDBACK SUCCESS STORY. Response rate within 48 hours. Out of 154 hotels in Kissimmee HOTEL RANKS 6 OF 154 HOTELS IN KISSIMMEE A GUEST FEEDBACK SUCCESS STORY Travel Media Group has helped Royale Parc Suites by Choice Hotels dramatically improve their online reputation over the past six