2. What is online reputation management?
A process by which companies and individuals can monitor, influence and improve
feedback that people leave about them on the internet.
Online feedback was first popularised by Ebay, but now covers almost any good or
service sold online.
Managing reputations can increase bookings ad conversions by up to 90%.
Has become crucial in the hotel and wider travel market.
3. Percentage of hotel bookings made online
100
95
90
85
80
75
70
% of booking online
65
60
55
50
45
40
35
30
25
20
15
10
5
0
2000 2005 2012
4. The Importance of the internet to hotels
14% of online bookings now In 2000 the amount of hotel
come through mobile devices. reservations made online was
1%. Today it is close to 50%.
60% of people The use of the
research hotels online internet for hotels is
regardless of how they now growing at 5%
then go on to book. per annum.
7. What does it mean financially?
Expedia report that a hotel review of 4.0 or 5.0 will result in at
least twice the conversions of a hotel rating of 1.0 or 2.0.
ComScore/Kelsey research found that customers are willing to pay
20% - 90% more for a room with five stars compared to four stars.
The University of Las Vegas, home of hospitality, have empirically
tested and proven the link between online reputation and revenue
per available room (RevPar).
8. Best Practice for Online Reputation Management
Never ignore negative feedback
You can’t be perfect all the time, and you need to have a clear process
in place for a negative review about your hotel. Engaging with the
complaint in a clear, polite and positive fashion creates a favourable
impression with potential customers. Never react aggressively.
Encourage your customers to leave positive reviews
Customers are much more likely to leave a review or share their
opinion if they have had a negative experience. So be proactive in
getting people to leave positive recommendations. At the point of
check-in and check-out, ask your customers to leave positive feedback
if they have had a good time.
9. Cont...
Best Practice for Online Reputation Management
Whatever you do, don’t be tempted to try and game the system.
Whatever you do, don’t be tempted to try and game the system.
Several hotels have tried posting false reviews on websites like
TripAdvisor, and there is now a growing list of blacklisted hotels. Don’t
be tempted, you will be found out.
10. Can you manage this yourself?
There is no technical
impediment to carrying
out ORM yourself.
Do you know all the channels and
websites that you need to register
as an owner with, and do you
know where to find out about new
ones?
11. ORM is an investment
Reputation management is an investment, and needs to
be managed by professionals.
The best return on investment comes through partnering
with an established, ethical and progressive online
reputation management company.
ORM is growing at a huge rate. Can you afford
to be left behind your competitors?
