In the early 2000, the web 2.0 started to revolutionize companies’
image. We do not count anymore the number of hotels or restaurants that have
lost customers due to a bad or negative online reputation.
Recent studies from trip advisor have shown that 93% of hotel guests
are influenced by reviews! Thus, the image of the company is important. E-reputation
appears to be a new factor to take into account for hoteliers and restorers. To
overcome this issue, a new tool appeared in 2008 to control e-reputation:
REVIEW PRO.
REVIEW PRO provides a service for companies that enable them to know
what customers are saying about them online and then being able to answer it. It
collects data online (words) about your company and after analyses it, to give
you a summary and help you to improve guest satisfaction. Your e-reputation can
be on review websites, OTAs and social media platforms.
In order to understand this new technological tool, a SWOT analysis
will be done:
Strengths
|
Weaknesses
|
Ø Global analysis of your
e-reputation: enhance the positive image of your hotel
Ø Provides detailed comp set analysis (your hotel/restaurant VS
Competitors)and identifies competitive strengths
Ø Provides detailed index by department (Kitchen, rooms, room
service, bar, restaurants, employees…)
Ø Enables hotels and restorers to optimize
and maximize the revenue
Ø Sales force : confidence in the
product, available in 40+ different languages; 100 review sites
Ø Provide an initial and ongoing
training support : ensure client that
they get the greatest value from the platform
|
Ø Cost of the product
Ø Growing speed of information exchange/ spread worldwide: difficult
to cover all the information online.
|
Opportunities
|
Threats
|
Ø Develop new markets and identify areas for improvement in your
hotel
Ø Use competitive insight to identify areas of differentiation
Ø Compare performance among properties in your portfolio.
|
Ø High competitiveness (e-reputationmanagement.com;
pmthotels.com; peraltrees.com): give a lot of clue to the competition on your
strategy.
|
Internet and especially the web 2.0 become a new way to communicate
with customers, and guests through online comments can also give their opinion.
In the past, opinions were given only at the checkout or when the bill was paid
and further it could be extended to friends and family (Word Of Mouth).
Nowadays, it can be spread all around the world in few seconds and the impact
on the company can be a disaster.It is the reason why controlling its e-reputation might be helpful
to increase revenue. However, a weak control will definitely have a HUGE
NEGATIVE impact.
We recommend you to hire a community manager if you can, otherwise
to use some tools such as REVIEW PRO to help you managing your online
reputation. Big companies will find this tool very useful.
Now is the time to control and understand guest comments!
Sébastien Haag & Anne-Lucie Talarmin
Sources :
- CoachOmiun - etudes.hotels.internet -
2013
http://www.artisan-referenceur.fr/e-reputation-hotel-restaurant/review-pro-devoile-son-classement-des-meilleurs-hotels-en-france.html
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