1

Quality Assurance andReputation Management

2

WHY IS REPUTATION MANAGEMENT IMPORTANT?

3

Purchasing Decisions Influenced by Online Reviews

of their customers if even a single negative article is found.

When three negative articles or reviews pop up in a search,

the potential for lost customers increases to

(Source: Go Fish Digital study, September 2015)

4

Online Reputation and Quality Affect Revenue

Increased exposure and better reputation translate to more bookings and revenue.

5

HOW TO IMPROVE QUALITY AND REPUTATION

6

IQA: Integrated Quality Assurance Program

IQA is a next-generation continuous quality assurance and reputation management program, provided exclusively to Preferred Hotels & Resorts members.

Instead of spending hours checking and analyzing social media and blog comments, online reviews, and mentions across the internet, IQA automates listening and monitoring and delivers data real-time so you can devote your time to quick responses and customer service.

IQA utilizes two integrated measurement tools for a complete picture of hotel quality and reputation.

√professional on-site evaluations

√customized, consumer review and social media assessment tool

7

Professional On-Site Evaluations

Professional inspection consultants provide impartial assessments, spotlighting areas for improvement in areas that most impact a guest experience.

Unannounced visits, or “mystery” shops, evaluate your hotel against a comprehensive set of criteria specific to your collection. Every hotel service department is sampled, and the cleanliness, condition, maintenance, and upkeep of the hotel building, furniture, fixtures, and equipment are evaluated.

8

IQA On-Line Reporting and Self-Assessment

Reports and inspection data are posted online, and a remediation tool, the Management Action Plan (MAP), is available to create internal action plans to make improvements in identified actionable areas.

A self-assessment tool is also available to assist with performance and quality improvement between scheduled inspections.

Overall Performance

Detail Report

9

IQA Consumer Review Dashboard

• Compiles ratings, including scores from online channels from 120 review channels and 96 response channels

• Quantifies social commentary using sentiment analysis and relates comments to specific areas of service

• Provides comparison against up to five competitor hotels of your choice

• Offers ability to react and respond to online comments immediately

• Customizable dashboards

10

IQA Consumer Review Dashboard Features

• Text analytics with hot and cold keywords

• Vital commentary highlighted (80/20 rule)

• Filter by category and simple words search

• Drill down to see and respond to actual review

11

Channel Score and Traveler Insights

• Customize services and offerings to better meet clients needs and exceed expectations

• Insights valuable to Operations – ordering consumables, food preparations – more effective forecasting, less waste

12

360 Degree Tracking Identifies Specific Service Gaps

• Displays guest experience as “sentiments” across various touch points

• Reviews and comments are analyzed and categorized under 3 key service areas: Check-in, Stay, Check-out

• Insightful guest experience cycle provides absolute benchmarking vs. competition

13

Total IQA Score

IQA takes into account “performance over time” as reported by actual guests via online reviews and social media commentary. The Total IQA Score is a weighted score based on your on-site inspection score, overall consumer review score, and number of reviews your property received over the six-month period prior to the inspection.

• Consumer Review score supplements, but does not harm the on-site inspection score

• Hotels that fail to reach the benchmark score can receive a boost from favorable on-line reviews and comments

Careful management of online reputation through and active engagement with customers, including timely responses to commentary and criticism, can positively impact your consumer review scores and your Total IQA Score.

14

Manage Hotel Operations More Efficiently Using IQA

• Discuss reviews during morning meeting

• Assign/review target goals and self-assessments

• Insight to competition

• Deep insight on key service areas

• Identify areas of strength and weaknesses for training

• Market special promotions on social media for greater reach

• Review and evaluate SOPs

• Identify and correct customer pain points regarding facility condition

15

Improve Quality and Service, Build Loyalty, and Increase Bookings and Revenue with IQA

Your annual Quality Assurance Fee includes online reputation monitoring with the Consumer Review Dashboard and regular on-site inspections by professional consultants, plus reporting, on-going training, and support.

Contact your Regional Director for more information about IQA.