WHR Web Hotel Revenue

4. ? ?
HOTEL
“Where can I “What are
find relevant my guests
information?”
Travel
? saying?”
Websites
“How do I guide my users?”

5. Semantic
Chaos Structure
Technology
Semantic
Technology

6. Semantic
Chaos Structure
Technology
“No WiFiin
“The check-in was hotel rooms.”
very quick.”
“The surroundings
were noisy and
bleak.”
“The staff was “Food and drinks
friendly to kids.” were great.”

7. Semantic
Chaos Structure
Technology
Hotel Hotel Hotel
ABC DEF XYZ
Semantic + Kid Friendly Staff (4)
Technology + Great Restaurant (8)
- Small rooms (3)
- No WiFi (2)
Criteria: Good Food
Category: Family Hotel

8. Backup Magic Box Backup TrustYou.com Backup TrustYou Analytics

10. Best practice
Brand Management in Social Media
“For me brand protection and social media are almost contradicting – the intial
reaction is that it is rather damage control you are trying to pursue.
However managing social media does have implications on brand management:
• Identifying von product issues via monitoring reviews
• Identifying user needs and trends
• Social Media is a marketing and booking channel”
Heiko Siebert, VP Distribution, Mövenpick Hotels & Resorts
05.04.2012 © TrustYou 2010 10

11. Best practice
Get the overview: Where are people
talking about me?
“For more than two years we have been manually monitoring review websites with a
quite substantial effort. Using TrustYou Analytics this is much more efficient.”
Heiko Siebert, VP Distribution, Mövenpick Hotels & Resorts
05.04.2012 © TrustYou 2010 11

12. Best practice
Take it seriously: Staff and manage it
“At ARCOTEL a dedicated Online Marketing Q1 2010
Manager manages not only the hotel‘s • Revenues Online up
website, but different Social Media 78,02%year on year
platforms like Facebook und Twitter as well
• Revenues on ownwebsite
- and this has been very successful for
up 158,22%year on year
Arcotel for some time now.”
Manfred Mayer, CEO ARCOTEL Hotels
05.04.2012 © TrustYou 2010 12

13. Best practice
Reviews: (free) market research for you
05.04.2012 © TrustYou 2010 13

14. Best practice
Quality Management & Monitoring
• “Redecoration” , “wellness area”,
“new chef” etc.
• Positioning, Trends, Guest needs
“User reviews help us improve internal processes continuously and monitor our
service strategy almost in real-time.”
Christian Andresen, GM and OwnerThe Mandala
05.04.2012 © TrustYou 2010 14

15. Best practice
Benchmark against the competition
• What distinguishes you
from others?
• What can be learned?
• How do you compare
against benchmarks?
05.04.2012 © TrustYou 2010 15

16. Best practice
Ask guests to write reviews
The more reviews, the better!
“…parking garage too
tight for minivans…”
“…restaurant was great
for families…”
“…great view from the
balcony…”
“…nice breakfast
buffet…”
23.06.2010 © TrustYou 2010 16

18. Best practice
Show reviews
on your website
• Reviews are inherently
independent
• Increase trust – and thus
your bookings and
conversion
23.06.2010 © TrustYou 2010 18

20. Best practice
Social Media Marketing
= Multi-Channel
• Multi-Channel: Same as
with the rates and OTAs
you need to look at your
entire presence on the
web
• Review websites
• Facebook Fanpages
05.04.2012 © TrustYou 2010 20

21. Summary

22. Solutions for managing user reviews
Reputation Management
1 Monitoring and analyzing hotel
reviews
Semantic Search & Analysis
2 Automatically structure content
Aggregated Content
3 Better conversions and more
bookings

24. Last thought

25. Thank You!