Managing Online Reviews · Source: Gretzel, Yoo, Purifoy: Online Travel Review Study; n = 7.000...
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www.tourismuspartner.co.at Managing Online Reviews on Tripadvisor, HolidayCheck & Co for internal use only - © www.tourismuspartner.co.at
Transcript of Managing Online Reviews · Source: Gretzel, Yoo, Purifoy: Online Travel Review Study; n = 7.000...
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Managing Online Reviews on Tripadvisor, HolidayCheck & Co
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HolgerDistribution-SpecialistTour Operator
AlexandereTourism-SpecialistUniversity Lecturer
DalahästMost popular souvenirof Sweden
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Webinar-Instructions
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Take an active part!
� Use the browser of your phone� Go to: www.pollev.com/tp499� Submit your opinion
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Agenda
• Getting the most out of online portals• The psychology behind online reviews• Top tips and methods to motivating guests• How to use ratings & reviews for quality management and driving
bookings• How to write the perfect management response and respond efficiently• Q & A
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Domino’s says…
Source: Screenshots from https://apps.apple.com/se/app/dominos-pizza-sweden/id1183760013?l=en and https://www.thinkwithgoogle.com/marketing-resources/experience-design/dominos-customer-expectations-mobile-experience/
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How to choose a product if you have no idea about it?
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Don‘t you „google“ it?
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For example a restaurant in a new town…
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…activities in a destination via Tripadvisor
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…or accomodation. But let’s see…
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“Classic Marketing is dead” - Vienna 2016
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Vienna 2019
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Reviews are everywhere
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Review Sources - globally
Source: Revinate, 2019 Global Hotel Reputation Benchmark Report
Google‘s increase 2017 - 2018
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Tripadvisor
https://www.tripadvisor.com/TripAdvisorInsights
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How is TripAdvisor earning money?
Tripadvisor‘s Revenue
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Tripadvisor‘s CPC-Model
https://www.tripadvisor.com/CostPerClick
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Tripadvisor‘s Instant Booking
• Let TripAdvisor users book within TripAdvisor• Commission based model• Only pay for stays
https://www.tripadvisor.com/InstantBooking
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Tripadvisor‘s Business Advantage
https://www.tripadvisor.com/business/businessadvantage-plans
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Tripadvisor‘s Sponsored Placements
https://www.tripadvisor.com/business/sponsored-placements
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Tripadvisor‘s Popularity Ranking
• Quality of reviews: the more positive, the better
• Recency of reviews: the newer, the better
• Quantity of reviews: the more, the better
• Other factors such as: reputation of the reviewer, no manipulation, etc.
• A TripAdvisor Business listing has no impact on your ranking
Source: https://www.tripadvisor.de/TripAdvisorInsights/n2701/anderungen-am-algorithmus-fur-das-tripadvisor-beliebtheitsranking
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Experiences on Tripadvisor: “Things to do”
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Experiences on Tripadvisor
• Listings are for free• Collect reviews• Be Bookable
via own system (check connectivity) or use
Tripadvisor’s Viator (https://www.viator.com)
or Icelandic Booking Platform Bokun
(https://www.bokun.io/#Pricing)
https://www.tripadvisor.com/ExperiencesInsights/
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Restaurants on Tripadvisor
Restaurants on Tripadvisor
Restaurants on Tripadvisor
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Restaurants on Tripadvisor
https://www.tripadvisor.com/ForRestaurants
• Basic Listings are for free• Paid Premium Listing• Tripadvisor Review Hub
(paid ORM Tool)
Tipps:• Collect reviews• Be Bookable
for example with Tripadvisor’s fork.comfor internal use only - © www.tourismuspartner.co.at
HolidayCheck – when Germany is a market for you
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HolidayCheck is a Travel Agency
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HolidayCheck: Good to know about the Ranking
• Mathematical formula• 3 Factors: Number of reviews, average rating, recommendation rate• Only reviews not older than 25 months are used for the calculation of the
average rating
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Experiences on HolidayCheck
• Experiences on HolidayCheck are listed by travellers as “Reisetipps”
• As soon as it is listed travellers can rate and review experiences
https://www.holidaycheck.de/contribution?action=poicreate&routePostfix=reviewpoi
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HolidayCheck: Business Centerhttps://www.holidaycheck.de/partner/en/
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!! Booking is testing a new rating & review system !!
https://partner.booking.com/en-gb/help/guest-reviews/how-my-guest-review-score-generated
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Source: Gretzel, Yoo, Purifoy: Online Travel Review Study; n = 7.000 Tripadvisor-Nutzer
Why users read reviews
• Increase trust for their own booking decision (87 %)• Get impression of how it will look on location (86 %)• Reduce risk / uncertainty (82 %)
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Source: HolidayCheck
Shortcomings find their way...
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Source: HolidayCheck
...but first and foremost good quality!
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Which share of global hotel reviews is positive?
� Use the browser of your phone� Go to: www.pollev.com/tp499� Submit your opinion
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Source: TripAdvisor
Statistics
• 87 % of reviews in HolidayCheck are positive• 80 % of reviews in TripAdvisor are positive• Average rating: 4.22 bubbles (from 5)
2014 4.122013 4.112012 4.092011 4.072010 4.02
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How do people decide if they like your service or not?
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Source: Tourismuspartner; Erevelles/Leavitt, 1992; Oliver, 1997; Day, 1982; P. McCole 2004
„Expectation Principle“
Expected Performance
Match?
Perceived Performance
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Website Hotel
On Location
Expectation vs. Performance
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Source: Tourismuspartner, TripAdvisor
Website
Reality
Expectation vs. Performance
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Source: Tourismuspartner / Le Touessrok
Website
Reality
Expectation vs. Performance
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Last time in Malmö
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Users decide about relevancy
§ Negative reviews are clicked more§ Positive reviews are considered more „helpful“
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Why do guests review a business?
� Use the browser of your phone� Go to: www.pollev.com/tp499� Submit your opinion
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Why guests rate & review
• Helping the business• Helping other guests• Feels good when I can tell others / self motivation• Not important: Venting negative feelings
Source: Yoo, Hyan, Gretzel: What Motivates Consumers to Write Online Travel Reviews?
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How can you motivate guests?
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Direct Contact
Source: Doug Kennedy - www.hospitalitynet.org/news/4077534.html (2016)
“I don't know if you consulted online reviews in planning your stay, but they are very important these days. We would be grateful if you would take the time to posting one to let others know the thoughts you just shared."
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Dear Smith-Family
We hope that you have returned savely home with wonderful memories of your vacation. May we ask you to share your experiences in our hotels with other guests?
We would be delighted if you could take the time to describe your impressions on HolidayCheck:
<DIRECT LINK>
Many thanks and best regards,The team of Hotel Something & SPA
Email after departure
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Feedback cards
Source: 25hours Hotel
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Source: Indigo Hotel Berlin Alexanderplatz
Welcome Letter
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Source: Indigo Hotel Berlin Alexanderplatz
How they got us in Copenhagen...
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Tripadvisor’s Review Express
https://www.tripadvisor.com/ReviewExpress
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HolidayCheck’s Review Tool
https://campus.holidaycheck.de/the-review-tool/
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Reviews and Quality Management
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What‘s to do?
You get positive reviews, when...
• you deliver good quality• exceed the guest's expectations• the guest is positively surprised• the guest has the feeling of having a special
experience worth telling others
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Source: Harvard Business Manager
Guest Satisfaction= Standard Performance + Differentiation
Exceed Expectations
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Differentiation: New hotel brands for „Millenials“
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Differentiation: Staff
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Handling Reviews: Online Reputation Management
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ORM-Tasks
„Online Reputation Manager“
Motivation (guests & staff)
Externalcommunication (online)
Internalcommunication
Training
Source: Tourismuspartner
Identification of trends
GuidelineConstant monitoring
Improve(service-)quality
Be prepared
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Monitoring tools offered by Platforms
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Specialised Instruments
• Trust You• Review Pro• Revinate
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Surprising Facts
When deciding between two hotels, 65% of people say that seeing a management response would sway them to book with the responding hotel
Source: TripAdvisor/ Forrester Research
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Comments: It’s about the ‘how’
Source: booking.com, Tourismuspartner
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No complaint management
• With an online response you should not aim to satisfy the reviewer• Instead it is a good way to communicate with potential guests• Take the chance to explain your product – but don‘t overdo it
Source: TripAdvisor/Tourismuspartner
Response on online reviews ≠ Feedback on a complaint
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Example: Taste (Restaurant)
„We didn’t like the Köttbullar – far too salty“
• Poor response:“Too bad that you did not like our Köttbullar - other guests are always very satisfied and we are famous for our chef’s family-recipe!”
• Better response:„Thank you for your feedback which we shared with our chef’s team. We are sorry that we could not totally meet your expectations this time.”for internal use only - © www.tourismuspartner.co.at
Example: Situation can not be changed (Hotel)
„The street noise was annoying“
• Poor response:„Unfortunately we have no control over the traffic noise. If you had asked for a quiet room, we would gladly have met your request.“
• Better response:„We apologize for the disturbance. Our central location brings with it possible traffic noise – especially on weekends. Please inform us in advance before your next visit so that we can offer you one of our more quiet rooms with garden view.“
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Example: Price (Museum)
„We definitely paid too much for the poor exhibition –completely overrated on this platform.“
• Poor response:„We are definitely not too expensive. If you would compare us with other museums, you will see that our entrance fee is rather reasonable!”
• Better response:„We charge 185kr per adult,150kr for students and seniors and 50kr for children (6-15 years old). Children under 6 years enter for free. We are sorry that you did not like our current exhibition. Hope we do a better job next time. Please keep updated about upcoming exhibitions and events on our website.”
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Which Online Reviews do you respond to?
� Use the browser of your phone� Go to: www.pollev.com/tp499� Submit your opinion
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“Making too many responses is worse than offering no response at all.”
Source: Anderson, C., & Han, S. (2016). Hotel performance impact of socially engaging with consumers. Cornell Hospitality Report, 16(10), 3-9.
Always respond?
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Respond like you communicate with guests on location
Source. Tourismuspartner
„I hope that you will give us the opportunity to welcome you back to our wonderful hotel“
„So happy that you enjoyed your stay and till next time!“for internal use only - © www.tourismuspartner.co.at
ORM Performance in Scandinavia
Source: TrustYou (2019)
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Which hotels have the best ORM performance?
Source: TrustYou (2018)
Norway
Denmark
Sweden
1031 hotelsScore: 80,63
1029 hotelsScore: 80,99
2067 hotelsScore: 81,44
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Tops and Flops, Impact on Scores
Source: TrustYou (2018)
Norway DenmarkSweden
Tops1. Service (+7,9)2. Location (+2,5)3. Friendliness (+1,6)
Flops3. Cleanliness (-3,8)2. Beds (-5,2)1. Bathroom (-5,4)
Tops1. Service (+7,2)2. Location (+3,1)3. Friendliness (+1,7)
Flops3. Cleanliness (-5,7)2. Beds (-6,7)1. Bathroom (-7,9)
Tops1. Service (+7,4)2. Location (+2,6)3. Friendliness (+1,1)
Flops3. Room Mainte-
nance (-5,3)2. Bathroom (-6,5)1. Beds (-6,6)
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Servus Tourismuspartner OG | Schäferweg 6 | A-6900 BregenzT +43 (0)5574 22530 | [email protected] | www.tourismuspartner.co.at
Tack så mycket för er uppmärksamhet!
Alexander Fritsch & Holger Sigmund
Book authors & experts forhotel reviews, online reputation and etourism
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