background

UNIVERSITY STUDIES

Online reputation directly affects a hotel’s pricing power, occupancy and RevPAR.  For restaurants, on-line consumer reviews directly affect demand, and a one-star increase can lead to a substantial increase in revenue.

case-harvard
casell
case-umass
unlv-logo
bostonu
background

CASE STUDIES

Social media marketing can get clients in the door, but post-recovery marketing can keep clients returning. Taking a personal interest in a guest’s experience fosters a spirit of loyalty. Interacting with a guest after they have left a review on social media can create a feeling of familiarity and contentment, which ultimately affects demand. Several studies highlight the net positive effect of engaging clients through user reviews.

CASE STUDY MARRIOTT PILOT

marriott-pilot

CASE STUDY

150-hotels-case-study-results

CASE STUDY

Rewards Members vs. OTA 3rd Party Reviews Score

CASE STUDY I

  • Test Hotel
    • 314 room Full Service hotel in the Washington DC Market
    • Time period – November 2013 – June 2014
  • Opportunity
    • Respond within 24 hours of comment postings on TripAdvisor®
    • Increase number of guest comments on TripAdvisor®
    • Real time “service recovery”, increase online reputation
    • Increase Global Review Index™
  • Results
    • Responded to 96.4% of the comments on TripAdvisor® within 8 hours of posting
    • Increased number of responses in TripAdvisor® by 67.7%
    • Increased number of guest comments by 33.4% and Social Media mentions by 39.2%
    • Real time “service recovery” completed prior to guests checking out
    • Increased Global Index™ by 6.7% when the Comp-set went down by .2%

CASE STUDY II

  • Test Hotel
    • 94 room Select Service hotel in Greenville, SC
    • Time period – November 2013 – June 2014
  • Opportunity
    • Respond within 24 hours of comment postings on TripAdvisor®
    • Increase number of guest comments on TripAdvisor®
    • Increase Global Review Index™
  • Results
    • Responded 100% of the comments on TripAdvisor® within 8 hours of posting
    • Increased number of responses in TripAdvisor® by 5.5%
    • Increased Global Index™ by .1% when the Comp-set went down by .2%

CASE STUDY III

  • Test Hotel
    • 280 capacity, mid-priced restaurant located downtown Greenville
    • Time period – February – June 2014
  • Opportunity
    • Respond within 24 hours of comment postings on TripAdvisor® and Yelp®
    • Increase number of guest comments on TripAdvisor, YELP® and mentions with feedback on UrbanSpoon and OpenTable™
    • Increase Global Review Index™
    • Gather information of our competitors and use it to benchmark against
    • Reputation control and management
  • Results
    • Responded to 98.1% of the comments on TripAdvisor® & YELP® within 8 hours of posting
    • Increased number of responses in TripAdvisor®by 5.5%
    • Increased number of guest comments by 8.3% on TripAdvisor® and by 5.7% on YELP®, 77.8% on UrbanSpoon and OpenTable™
    • Increased Global Review Index™ by 6.7% when the Comp-set went down by -2.3%
    • Now have information of competitors to be able to analyze and benchmark against

CASE STUDY VI

  • Test Hotel
    • 202 suite Full Service hotel located in Marietta, GA
    • Time period – January – June 2014
  • Opportunity
    • Generate group leads for need periods
    • Monitor conversations regarding the Competitor to shift share
  • Results
    • Uncovered an in-house group was dissatisfied with their group needs at a competitor
    • Sent lead to the General Manager with the contact information of the person posting the comment
    • General Manager contacted the source and re-located the entire in-house group from the competitor to his hotel