Review Pro - Revenue Optimizer
477 days ago
 

Hotels urged to do something with connection between online reputation and revenue

Ever since Cornell University established a link between online reputation and revenue per room in hotels it was only matter of time before technology came along to make the most of it.

Step forward ReviewPro (partner with Cornell in the original study), which is this week launching Review Optimizer to try and leverage a property’s online reputation with tools to increase revenue.

Sounds simple?

Well, ReviewPro says the tool will take reputation management and its impact on a property’s commercial interests to a new level.

Developed in collaboration with Meliá Hotels International, Optimizer allows a hotel to track average daily rate (ADR), occupancy and RevPAR data from its competitors to better understand and take action, based on the relationship between guest satisfaction and price optimization.

The tool essentially produces two outcomes:

1. Awareness

All hotels in a group will be visually mapped to one of the four quadrants based upon the level of revenue optimization.

Review Pro - Revenue Optimizer

  • Problematic – Both the revenue and guest satisfaction score is low. Needs attention.
  • Revenue Risk – Price is high, but the guest satisfaction is low. When compared to competitors, it poses a risk in revenue.
  • Revenue Opportunity – Price is low, but guest satisfaction is high. So, there is an opportunity to boost revenue.
  • Optimized – This is the ideal state to achieve/aim for. Both the revenue and guest satisfaction are high.

2. Next action

The tool also displays various parameters (with scores) related to the operation and service of the hotel.

Depending on the parameters, next steps can be taken to not only increase customer satisfaction, but also to hopefully increase the revenue for the property.

An example 

You own a 45-hotel chain, so map all properties to one of the four quadrants (see grab below). So, 20 hotels are marked Problematic, 14 as Revenue Opportunity, eight as Revenue Risk, and three are Optimized.

Looking at the quadrant, a group gets a view of where each of their hotel stands in terms of revenue optimization.

In the example, there are three hotels that are already “revenue optimized”, 14 hotels have scope for revenue improvement, eight hotels are at potential revenue loss and the remaining 20 hotels show a clear red flag and probably need immediate attention.

Next, Revenue Optimizer tells the hotelier about various parameters in each of the hotel that needs attention or action in order to improve customer satisfaction and boost revenue.

Review Pro - Revenue Optimizer Example

The Cornell study has started to push the idea of online reputation management into new areas, not least when married to the vast reams of data hotels are now able to collect or monitor, covering both revenue and online feedback.

The research suggested that for each 1% increase in GRI (global review index), revenue managers can expect an ADR (average daily rate) increase of up to 0.89%, an occupancy increase of up to 0.54% and a RevPAR increase of up to 1.42%.

 
 
Karthick Prabu

About the Writer :: Karthick Prabu

Karthick is general manager for Tnooz in Asia, based in Bangalore.

He has previously worked for Port of Singapore Authority, SITA, TravelCLICK, Rezopia, Travelocity, MindTree and Happiest Minds Technologies.

Follow him on Twitter, LinkedIn, Facebook and Google+.

 

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  1. eac craig

    Excellent – Guest Satisfaction – Revenue opportunity seems obvious but has lacked ‘the science’, until now.

    Many thanks to RJ and Neil James of Review Pro for permitting CMH-Paris’ MBA program access to materials for a Rep/Rev seminar conducted last month.

    This service quality approach is being integrated into our curriculum for next year.

     
  2. Bernie O'Keefe

    How does it aggregate RevPar data of the hotel, and competitor set? Is it referencing this data from a centralised (global) database?

     
  3. Michael Moriarty, Jr.

    Having worked in the hotel industry, with the Knowland Group and on the agency side with marketing, I cannot agree more with the importance of reputation management. We created an agency, Go Fish Digital, which does exclusively online reputation management for individuals and companies. The hotel industry is so scared of review websites when they shouldn’t be. Customers are looking at more then just trip advisor and your reputation is more then an average of customers utility with your hotel. Controlling the front page of Google with your hotels own controlled online branding will help set proper expectation to weed out clients who will give your hotel low scores.

     
 
 

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