1. What is Reputation Scorecard?
Is a new tool that allows analyzing the performance of a hotel regarding the guest satisfaction and taking into consideration the GRI.
2. How does it compare to TripAdvisor Certificate of Excellence?
The Reputation Scorecards takes into account online reviews from 100 different OTAs around the world and other review sites worldwide whereas the TripAdvisor Certificate of Excellence is based only on the reviews and scores that are on TripAdvisor.
3. Which is more important for a hotel and why?
In my opinion, for a hotel more important is the Reputation Scorecard as it is more objective and accurate also as it collects information from various sources and it allows to have a more clear image of the hotel. As seen before some OTAs and review sites focus mostly on positive and negative aspects only whereas others allow guests to describe the whole experience.
4. Choose a city and 5 hotels: Paris and the hotels are Park Hyatt Vendome, Le Bristol, George V, Royal Monceau, Hotel du Collectionneur Arc de Triomphe
-How does each hotel use Quality Score or Certificate of Excellence in their site?
-Does the site include guest reviews and if yes how they are presented?
- Park Hyatt Vendome: the hotel has a TripAdvisor Traveller's Choice award for 2013 and a Conde Nast Gold List 2013 has also been chosen Best Business Hotel in Western Europe by the Business Travellers Awards. There is a link to the page with the awards on the home page of the hotel and also a link to the Ranking on TripAdvisor.
- There aren't any guest reviews on the website
- Le Bristol: has been chosen Best Hotel of France at the 2014 Traveller's choice. This award is advertised on the home page.
- No guest reviews on the website of the hotel
- George V: there is no mention of any award or certificate, there is only a link on the home page where guests are invited to see/post reviews on TripAdvisor. Although, on the TripAdvisor page of the hotel there is a mention of a 2014 Travellers' Choice.
- The website doesn't display guest reviews.
- Royal Monceau: on the website of the hotel there are no awards displayed and TripAdvisor is not advertised, nor any guest reviews are available on the hotel's website.
- Hotel du Collectionneur: the hotel's website doesn't display any awards or certificates nor any guest reviews, but the hotel does have a Certificate of Excellence for 2013.
-Choose an OTA - Expedia for 3 of the hotels. Do they respond to the reviews?
-Check TripAdvisor for the same 3 hotels - what is the quality of their responses to guest comments.
- Park Hyatt Vendome: they don't respond to any of the reviews on Expedia. On TripAdvisor they respond to the reviews in a nice and polite manner; they encourage guests to come again by advertising future events;
- Royal Monceau: they respond to most of the reviews on Expedia, both negative and positive ones. All reviews are responded to in a very constructive manner, also inviting the guests to come again. They approach the negative reviews in a very serious manner and are eager to find out more about by contacting the guest directly.
- Hotel du Collectionneur: they don't respond to any of the reviews on Expedia, not even to the negative ones. They respond to most of the comments, but not all of them in a polite manner by thanking the guests. Although, concerning the negative reviews they only apologise but are not interested in finding out more.
Peer Reviews - Impact on purchase decisions
1. What are the key findings of the research?
The Y Generation relies more and more on peer reviews in taking a booking decision than the older generations. This Generation is more keen on discovering new places and represents the target market for a number of independent boutique hotels that aren't known.
The Y Generation is more orientated towards communication and social media, so hotels that communicate and are present on the social media are more likely to have a higher occupancy rate.
People are very influenced by the reviews, especially by the positive ones, almost 90% of them are influenced by positive reviews in their purchasing decision.
2. What is the impact for hoteliers, hotel marketing?
Peer Reviews are a useful tool that can help hoteliers to have more bookings, because they reduce the risk and the fear of unknown and uncertainty for potential guests. This tool suits mostly the independent hotels that do not belong to a chain and do not have awareness among the guests.
Hoteliers need to be more focused and oriented on the Reputation Management and hotel marketing needs to be more focused on social media than maybe on advertising campaigns.
3. Do you agree or disagree with the findings?
I do agree with these findings because nowadays people indeed have more and more access to communication and technology and they want to be sure that when purchasing something, they take the best decision. Reviews are very important and it is true that people take them a lot in consideration, I particularly read reviews when wanting to choose a hotel, restaurant or other. For example, when I first visited Mexico and I have chosen a hotel, I spent a couple of days reading all the reviews of that particular hotel on TripAdvisor because I just wanted my holiday to be perfect.
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