User Reviews and Social Media: How Hoteliers Can Profit

Organizing Chaos

Information Chaos

“How do I guide my users?”

“What are my guests saying?”

“Where can I find relevant

information?”

HOTEL

TravelWebsites

? ?

?

StructureSemantic TechnologyChaos

SemanticTechnology

“The check-in was very quick.”

“Food and drinks were great.”

“No WiFi inhotel rooms.”

“The surroundings were noisy and

bleak.”

“The staff was friendly to kids.”

StructureSemantic TechnologyChaos

HotelABC

HotelDEF

HotelXYZ

- Small rooms (3)- No WiFi (2)

+ Kid Friendly Staff (4)+ Great Restaurant (8)

Criteria: Good FoodCategory: Family Hotel

SemanticTechnology

StructureSemantic TechnologyChaos

Live DemoTrustYou Analytics

Backup TrustYou AnalyticsBackup Magic Box Backup TrustYou.com

1 year, +1,000 customers

10.04.2023 10© TrustYou 2010

Best practice

Brand Management in Social Media1“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

10.04.2023 11

Best practice

© TrustYou 2010

Get the overview: Where are people talking about me?2

“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

10.04.2023 12© TrustYou 2010

Best practice

Take it seriously: Staff and manage it3

Manfred Mayer, CEO ARCOTEL Hotels

“At ARCOTEL a dedicated Online Marketing Manager manages not only the hotel‘s website, but different Social Media platforms like Facebook und Twitter as well - and this has been very successful for Arcotel for some time now.”

Q1 2010 • Revenues Online up 78,02%

year on year• Revenues on own website

up 158,22% year on year

10.04.2023 13© TrustYou 2010

Best practice

Reviews: (free) market research for you

4

10.04.2023 14© TrustYou 2010

Best practice

Quality Management & Monitoring5

“User reviews help us improve internal processes continuously and monitor our service strategy almost in real-time.”

Christian Andresen, GM and Owner The Mandala

• “Redecoration” , “wellness area”, “new chef” etc.

• Positioning, Trends, Guest needs

10.04.2023 15© TrustYou 2010

Best practice

Benchmark against the competition6• What distinguishes you

from others?• What can be learned?• How do you compare

against benchmarks?

Best practice

Ask guests to write reviews7

23.06.2010 16© TrustYou 2010

The more reviews, the better!

“…nice breakfast buffet…”

“…parking garage too tight for minivans…”

“…great view from the balcony…”

“…restaurant was great for families…”

Best practice

Show reviewson your website8

23.06.2010 18© TrustYou 2010

• Reviews are inherently independent

• Increase trust – and thus your bookings and conversion

10.04.2023 20© TrustYou 2010

Best practice

• Multi-Channel: Same as with the rates and OTAs you need to look at your entire presence on the web

• Review websites• Facebook Fanpages

Social Media Marketing

= Multi-Channel9

Summary

Reviews are highly relevant!

They influence bookings on- and offline

With the right tools they can be used efficiently and productive.

Solutions for managing user reviews

21.05.2010 22© TrustYou 2010

Finding what I am looking for

SEMANTIC SEARCH

BOOK

Reputation Management

Monitoring and analyzing hotel reviews

Semantic Search & Analysis

Automatically structure content

Aggregated Content

Better conversions and more bookings

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Last thought

Content is King Context is Queen

Thank You!