LAURE DUPONTLAURENT LOZANO CARPIO

BENOIT POIRIERCECILIA FILIPPI

MBA 2B

HOTEL ONLINE REPUTATION ACTION PLAN

Reputation management

HOTEL LE MARCEL, PARIS

LE MARCEL HOTEL, PARIS

HOTEL ONLINE RESEARCHES

Google

Yahoo

Bing

Facebook

Booking.com

Tripadvisor

ACTION PLAN TO IMPROVE ONLINE REPUTATION

I. Operations

Presence on social medias: Youtube: Create a hotel page and upload one video per

month (interview of the staff, management, clients, value of the hotel, facilities, surroundings, tourism opportunities…)

Facebook: Feed it with videos links (towards Youtube), pictures, comments, articles, status…

Twitter: Barely same as Facebook

Community websites: Booking and Tripadvisor: Respond to customers’ reviews,

upload the latest pictures… Create a blog

II. PR / Marketing

Make trend setters speak about the hotel: invite them for a free night, breakfast

Create a package for special events: Valentine’s day, new year, fashion week, Marcel Proust related events

Offer a Marcel Proust pocket book for every booking Tweet good clients’ reviews (from booking,

tripadvisor, facebook…) to improve online visibility and hotel reputation

III. Users Generating Content

Every Monday and Tuesday night, the night auditor will check the report. He/she has to review the UGC via ReviewPro and Olery and incorporate those data in an Excel spreedsheet, in order , to cross RevPar and OccRate with ReviewPro and Olery ones.

This will enable the hotelier to assess its online hotel reputation and performance evolutions afterwards.