1. ORM SESSION 3
Presented by: Marie-Sophie CLAUDE
Viktoriia KYREICHEVA
MBA 2B

2. Reputation Scorecard
• Reputation Scorecards are a new service for the hotel industry, tracking a
hotel's performance in guest satisfaction based on the Global Review
Index™ (GRI), a general online reputation score taking into account ratings
from online reviews across over 100 different online travel agencies and
review sites worldwide.

3. How does it compare to Trip Advisor Certificate of Excellence?
• Reputation Scorecard gathers travelers reviews from a large amount of
online sources with the OTAs (about 100 reviews from different OTAs); the
Trip Advisor Certificate of Excellence only get reviews from an unique
source which is Trip Advisor.
Reputation Scorecard
Certificate of Excellence
Administrator
Review Pro
Trip Advisor
Source
more than 100 reviews
on Online Travel agencies
Trip Advisor reviews only
Pros
-
-
Cons
Better visibility of the
hotel through the
various OTA’s
Greater amount of
guest review
Increase hotel image
from customer mind
-
-
Lack of fiability for
customer: only one
source of guest
reviews
Reviews are less
trusted

4. Which is more important to an hotel,
why ?
Reputation Scorecard is definitively the most important tools to
assess an online reputation of a hotel business because of its
numerous reviews that the reviews are coming from.
The benefits for customers and business from this large pannel
of reviews sources are inconsiderable: better visibility to increase
an online reputation on OTAs, a more trusted relationship
between the hotel and the visitors, positive image of the hotel
spread through various sources, large amount of guest reviews
to enhance the online reputation.

5. Sydney as a targeted country
• Hotels targeted:
- The Langham, Sydney
- Park Hyatt Sydney
- Pullman Quay Grand Sydney Harbour
- The Darling
- Radisson Blu Plaza Hotel Sydney

6. The Langham, Sydney
The Langham Hotel boasts to hold a
Certificate of Excellence certified by Trip
Advisor in 2013. This quality certification is
well visible by the customers as it is directly
viewed on the first page of the hotel
website.
Customer’s reviews from Trip Advisor are
seen directly on the website. The visitors
are invited to clik on the rubric ‘Read
reviews’ to reach travelers reviews sourced
directly from Trip Advisor.

7. Park Hyatt Sydney
The Park Hyatt Sydney manages its
online reputation through their hotel
website with a traveler rating (Quality
Score) but they do not have a
Certificate of Excellence.
They do not have a specific session for
visitors to check at their online
travelers reviews which decreases
largely their online reputation and
especially their visibility online.

8. Pullman Quay Grand Sydney
Harbour
The Hotel possesses a traveler rating
visible on the first page of the hotel
website ; a link invite the visitors to
check their online traveler rating from
Trip Advisor with their key drivers and
to check as well travelers reviews.

9. The Darling
The Darling do not have certified
visibility online of their property
reputation; indeed any Certification of
excellence from Trip Advisor or
Traveler rating are visible through their
website.

10. Radisson Blu Plaza Hotel
Sydney
The Hotel has a visible Traveler rating
from Trip Advisor and a direct link to
access to travelers reviews and the key
drivers that drives their reputation
online.

11. How well does Park Hyatt Sydney manage their online
reputation on Expedia?
Any guest returns are reviews by the hotel managers or Guest Relation. A
negative comment has been posted on Expedia but did not deserve any
attention from the Hotel which does not show any interest towards its
customer well being.

12. How well does the Langham manage their online reputation on
Expedia?
The Langham has any visibility on Expedia when following up guest reviews
whether they are positive or negative.

13. How well does Radisson Blu Plaza Hotel Sydney manage their
online reputation on Expedia?
• Positive or negative returns from customers are not being followed
through the hotel on Expedia.

14. How well does Park Hyatt Sydney manage their online
reputation on Trip Advisor?
The hotel management does not seem to care about guest reviews and the guest
experiences which are at first sight mainly overwhelming as any responsed are posted
to customer feedbacks showing a complete disinterest towards customer.

15. How well does the Langham manage their online reputation on Trip
Advisor?
The hotel does not respond to positive feedbacks from customers; however the
coments that highlight a negative even little return are being followed through by the
General Manager. All the reviews followed by the GM tend to be very standardized to
every guest reviews and not enough personalized according to the customer
complaint. Besides the GM do not seem to give much interest about the guest
unsatisfied; for example the GM does not give professional email to contact him
directly and discuss further the problem.

16. How well does Radisson Blu Plaza Hotel Sydney manage their online
reputation on Trip Advisor?
•
The hotel does not seem to care at all about the customer feedbacks and their
experiences; a customer complaint has been posted about a week ago and any
manager did seem to follow up this negative experience online. The hotel shows a
real indifference towards its guest experiences.