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10 Best Reputation Management Software Vendors for Hotels

Quickly and easily gather feedback from your guests and actively manage your online reputation
This vendor is trending with growing share of voice.
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94
HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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COMPANY DESCRIPTION

Through automated guest surveys, review collection and consolidated reporting, we help busy hospitality professionals to listen, learn from and... read more

  • Based in
    United Kingdom
  • Founded in
  • 22 employees on Linkedin
Social media, reputation management, guest reviews, hospitality, online reviews, restaurants, hot...
This vendor is trending with growing share of voice.
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91
HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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COMPANY DESCRIPTION

Revinate helps hotels know more about their guests so they can deliver personalized experiences that create valuable relationships and lifelong... read more

  • Based in
    San Francisco (United States)
  • Founded in
  • 133 employees on Linkedin
As part of the TrustYou Guest Feedback Platform, the reputation management solution helps hotels...
Most Popular
This vendor is the most popular in the category with 112 reviews across 38 countries.
This vendor is trending with growing share of voice.
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91
HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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COMPANY DESCRIPTION

Guest feedback influences 95% of booking decisions. With TrustYou’s Reputation Management solution, hoteliers can positively impact their... read more

  • Based in
    München (Germany)
  • Founded in
  • 170 employees on Linkedin
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FREE TOOL Want to find out which Reputation / Review Management matches your hotel’s DNA? Take the Quiz
Turning reviews into revenue by giving hotels control of their guest experience from booking thro...
This vendor is trending with growing share of voice.
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74
HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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COMPANY DESCRIPTION

Founded in 2009 in Berlin, Customer Alliance is the European leader in guest experience and online reputation management solutions for the... read more

  • Based in
    Berlin (Germany)
  • Founded in
  • 87 employees on Linkedin
Guest Experience Management for Hotels to drive revenue and direct bookings
This vendor is trending with growing share of voice.
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74
HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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COMPANY DESCRIPTION

Repup is a platform which helps hotelliers make sense of online review data. There are countless reviews written online on a daily basis on... read more

  • Based in
    Gurgaon, Haryana
  • Founded in
  • 31 employees on Linkedin
Leverage Guest Intelligence to boost online reputation and revenue
This vendor is trending with growing share of voice.
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74
HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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COMPANY DESCRIPTION

Leverage online feedback to increase revenue by listening to guest reviews from 175 sources in 45 languages. Improve your ranking on review... read more

  • Based in
    Barcelona
  • Founded in
  • 80 employees on Linkedin
Easy to use reputation management for all important online review sites.
62
HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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COMPANY DESCRIPTION

Manage your online reputation across all important channels such as TripAdvisor and Booking.com from one dashboard. We are on a mission to... read more

  • Based in
    Goteborg, Sweden
  • Founded in
  • 11 employees on Linkedin
valet parking and software service
Regional
This vendor has active customers in fewer than 3 countries, check the map on their profile to make sure they service your region.
60
HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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COMPANY DESCRIPTION

From meta-tags to channel management, the online marketing of your accommodation may seem overwhelming. We cut through the jargon and complexity... read more

  • Based in
    Pasay (Philippines)
  • Founded in
  • 42 employees on Linkedin
Hospitality Software, SaaS, and BYOD
Regional
This vendor has active customers in fewer than 3 countries, check the map on their profile to make sure they service your region.
35
HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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COMPANY DESCRIPTION

Roomatic is a guest engagement platform for hotels allowing guests to access hotel amenities, information and ancillary services from their... read more

  • Founded in
  • 3 employees on Linkedin
Be the #1 choice on the sites your customers love and trust.
Regional
This vendor has active customers in fewer than 3 countries, check the map on their profile to make sure they service your region.
0
HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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COMPANY DESCRIPTION

Text customers review invitations, Use ready-to-send review templates, Get notified about new online reviews, Respond directly from one inbox... read more

  • Based in
    Lehi (United States)
  • Founded in
  • 473 employees on Linkedin

Recent Reputation / Review Management articles

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The 10 Best Places to Work in Hotel Tech 2019

Creating a great work environment is the single biggest determinant of success for any business.  Companies that foster great work environments attract the best people and the best people build the best products. A 2017 study that analyzed 326,000 employee reviews at publicly traded companies found that firms with high employee satisfaction outperformed the overall stock market each year by 135bp (1.35%).  A similar study of 400,000 employee ratings found evidence of a statistical relationship between employee perception and a firm’s future earnings. Sophisticated enterprise software buyers know that when they partner with a technology company, they are buying into not just its products but its vision, mission and team.  These buyers perform due diligence to understand the viability of any business that they plan to partner with and a deep analysis of employee satisfaction and vendor culture is part of that process.  Hotel Tech Report hosts this award not just to help the community find great jobs, but also to help fast track diligence for hotel tech buyers who want to learn about the best vendors to work with. Understanding organizational culture is important for software buyers because companies that create great work environments retain employees longer, service customers better and innovate faster. Perks like ping pong tables,  office snacks and vacation days are nice,  but our 10 Best Places to Work in Hotel Tech list is determined by the glue that holds companies together. Each year we ask thousands of employees at hotel tech companies how they feel about their employers and anonymize the results.  The 2019 scoring is based on 7 key data points: Work-life balance: Please rate how well your employer promotes work/life balance. Personal development: How much importance does your employer place on your own personal development? Gender equality: How would you rate the opportunities available to women in your firm? Employee confidence: How much confidence do you have in the future of your company? Values alignment: How well do your values align with the culture of your organization? Employee engagement: How passionate are employees about the company? Growth prospects: How many open roles are there for your employees to grow into?   Without further adieu we give you 2019's 10 Best Places to Work in Hotel Tech:       10. Triptease Our research on Triptease validates that the Company truly lives and breathes the ethos of its name.  Employees consistently cited off-sites and team trips as the highlights of their year. According to LinkedIn data, Triptease has grown its employee count 72% in the last 2 years.  Sometimes when companies grow that quickly, it’s hard to maintain a great team culture. With the team spread all around the world, Triptease brings new employees for training and team building to the LondonHQ.  New employees rave about the experience for the learning and friendships that come from it. Other notable events include Triptease’s renowned Direct Booking Summits (America, Europe, Asia) and a company wide Christmas party in Madrid (let us know if you need HTR on the scene to cover next year’s party - this one sounded like a rager!).  Triptease employees are constantly blown away by how much management cares. One employee cited an unexpected bonus for a month of killer performance and another described to us how open management is to employee travel focused on career development. Ultimately, Triptease is one a big happy family and employees around the world are constantly connecting through a multitude team building activities and trips.  Employees love the fast paced nature of consistently launching new innovative products. Check out open positions at Triptease     9. GuestRevu GuestRevu had a year in which critical company milestones rallied the team together.  Not only did GuestRevu acquire a large regional competitor but the team also launched a major version update that required all hands on deck.  Despite all the craziness of rapid growth, a new version launch and a major acquisition - one employee raved to Hotel Tech Report about how supportive the entire team was during the loss of a loved one.  Another told us that she often needs to bring her 9-year old to work where he is always made to feel welcome and at home. The firm is so committed to its team that it sent out a company wide survey asking what employees wanted to learn and then purchased everyone access to Udemy classes to help them develop those new skills. The marketing team took classes on video editing and is already leveraging those skills to develop a series of video case studies for GuestRevu. Check out open positions at GuestRevu     8. Beekeeper For a company building software to help teammates communicate better - Beekeeper takes employee engagement and experience very seriously internally.  As one employee told us, “Beekeeper does an excellent job of capturing feedback and always checking in to understand where you want to go and providing actionable feedback and support to get you there.” The Company promotes a healthy lifestyle through lunchtime sports and CrossFit.  Taking it one step further, Beekeeper offers unlimited PTO and flexible work schedules to accommodate the expectations of the modern workforce. Beekeeper’s culture exudes transparency and humility. One employee told us that the team was initially put off by management’s decision to require employees to clean dishes at an off site before they realized that this was all part of the team building.  This employee told us that the people they ended up washing dishes with ended up being their closest new friends and that the experience gave them an opportunity to bond in a way that most rarely do in the modern workplace. Another employee told us about a rewarding experience they had volunteering together at a homeless shelter. The team’s humility shined through further when a new employee (2 weeks in) alerted management about tensions between two departments.  Much to their surprise both teams were thrilled to hear their new colleague’s insight and showed their appreciation. Management even went one step further offering this individual to run a huge cross-departmental retrospective 5 weeks into their job. It’s not often that companies are so open to self-reflection and change coming from a new junior hire and we really admire the culture that Beekeeper has nurtured. Check out open positions at Beekeeper       7. Hotel Effectiveness Hotel Effectiveness is an incredibly successful company that largely flies under the radar of hotel tech buzz.  The Company provides revolutionary labor management software that we’ve covered here.  If there’s one word that sums up the Hotel Effectiveness team culture - it’s ‘performance’.  Employees are unilaterally motivated by consistently hitting lofty sales goals time and again.  As a testament to this performance driven culture - one employee told us that one time their boss had to tell them to go home early and make some time for family when they were overworking themselves.  This performance culture isn’t mandated from the top and is completely grassroots in that it’s driven by internal employee motivation and ambition. While you can expect to work alongside incredibly driven and ambitious colleagues at Hotel Effectiveness - they definitely know how to have a good time host a hilarious annual white elephant Christmas party. Check out open positions at Hotel Effectiveness     6. Revinate Revinate’s culture is characterized by constant iteration and testing.  The Company is always trying new things and that affords a ton of learning opportunities to team members.  This year while the technical team executed a full shift from hosted data center to cloud based AWS infrastructure the sales and marketing teams were tasked to rapidly grow the install base of the Revinate Marketing product.  Both teams executed with near perfection and everyone celebrated with an impromptu party where key team members reflected on the incredible achievements of such a relatively short time period. Revinate embodies the startup spirit with enterprise scale.  Revinate CEO Marc Heyneker is deeply involved in the day to day operations of the business and employees across the organization rave about his ability to inspire and teach. One employee told us a story about a serious head injury that left this person working remotely for several months.  His team made sure to make him feel included as part of the office through the entire time away but that was only the beginning. The employee recalled being shocked that over a year after his injury Heyneker pulled him aside to check in on his health and to ask what he could do personally to help. Check out open positions at Revinate     5. Cloudbeds Cloudbeds management recently surprised its team with a beautiful new San Diego headquarters equipped with a 14 ft indoor willow tree, a massive outdoor workspace, game areas, stand up workstations and more.  The environment is fun, welcoming and echoes the company theme - all things travel. Cloudbeds has an extensive wellness program because management knows that healthy employees are productive ones. This productivity paid off in 2018 where Cloudbeds achieved #75 on Inc Magazine’s fastest growing companies list.  How are they growing so fast you ask? Well it’s probably because CEO Adam Harris told the team he’d dance to any song of their choosing. We will keep you posted once we get our hands on the video from Harris’ co-founder Richard Castle. The Company maintains several internal chat threads exclusively for team sharing of funny photos, videos and memes - so we expect the video to surface there as well.  All jokes aside, Cloudbeds takes both employee and team growth very seriously. Each employee has weekly 1-1 meetings to review competencies and revisit their path to promotion. The Company is growing rapidly and there are constant opportunities for employees who prove themselves. Cloudbeds is also a 100% flexible organization where remote employees and those stationed at the headquarters all enjoy the ability to work from anywhere anytime.  Cloudbeds has fostered a culture where its team members truly enjoy hanging outside of work and building friendships important for their personal and professional lives. Several Ukrainian teammates trained for a marathon together and one customer success rep has leveraged her friendship with the UX designers to pursue her passion for design. After taking several courses independently the UX team has given her several opportunities to practice her skills on live projects. Check out open positions at Cloudbeds       4. Clock Software Clock Software is another company on our list that is growing insanely fast but doesn’t take itself too seriously.  One Clock employee told us that on their birthday coworkers wrapped his entire workstation and even put a bow on it.  The only complaint we heard from Clock Software team members was that they are growing too fast and needed more staff to manage the growth.  This is the best kind of problem to have. Clock is the oldest company on our list and celebrated their 22nd anniversary this year - a testament to the longevity of the business.  Clock founder Krasimir Trapchev has focused on growing the client base without scaling the team too quickly. Trapchev is all about execution and he’s prioritized building a long term sustainable business over rapid scaling which is extremely unique in an environment where funding is so plentiful that CryptoKitties, a company that enables users to breed and trade digital cats can raise $15M.  Clock is now starting to scale the team so it can take on more enterprise clients and its employees are fired up.  If you want to learn how to build a real business without massive amounts of venture capital - check out open jobs at Clock because Trapchev is the Mr. Miyagi of entrepreneurship and you’d be wise to make yourself his Karate Kid. Check out open positions at Clock     3. Screen Pilot Screen Pilot takes team building very seriously with activities like bubble soccer, a British Bakeoff (it’s ok we Googled it, too), volunteering at an animal shelter, an escape room and even a city wide scavenger hunt around its hometown in Denver.  The scavenger hunt and Screen Pilot’s quarterly volunteer days are a testament to Screen Pilot’s commitment to the surrounding community. While Screen Pilot is a top rated digital marketing agency, it’s a technology innovator as much as a marketing service provider.  The Company has created what it calls SP Labs where employees brainstorm ways to better leverage technology to help its clients win more direct bookings. Think of SP Labs like an ongoing internal hackathon with dedicated teams set on solving acute problems for clients. It’s this kind of innovative mindset that lead Screen Pilot to a 2018 Adrian Award for social content creation. Check out open positions at Screenpilot     2. Mews Systems If you caught the Mews Systems booth at WTM you might think that it was a rocket science company with all the lab coats and futuristic decor that earned it the Best Stand Award.  While Mews isn’t quite a rocket science company it is taking off like a rocketship having doubled its client base in the second half of 2018 alone. To support that kind of insane customer growth Mews had to 4x its team size in the last year - the fastest growth of any company in our list.  So how can a company even hire that fast? Mews attracts 40% of new hires via referrals. If that doesn’t say something about the company culture we don’t know what does. With that kind of insane growth supported by an $8M Series A in June you’d think it’s all business but Mews employees say it’s very much a “work hard, play hard” culture.  One employee told us that one of his favorite things about working at Mews is “daily banter with the boizz” - this kind of hilariousness is exactly what’s helped the Company take the industry by storm. Hoteliers everywhere are sick of generic jargon and boring brand marketing from hotel tech firms and Mews is the antidote. Employees frequently cite founder Richard Valtr and CEO Matt Welle as saying “At Mews we are family and we will take care of any family member in need."  Mews also boasts an extremely inclusive culture illustrated by the firm’s attendance at the Prague Pride celebration wearing special edition Mews gear to the event. The Company also has a shared value culture at its core and participated in UK Byte Night last year.  Byte Night prevents youth homelessness by having corporate teams sleep in the streets to raise awareness and funds for the cause.  Richard and team participated which is really cool and a statement to the quality of people that you’ll work with when you join the Mews team. Check out open positions at Mews     1. ALICE ALICE employees widely agreed that quarterly town hall meetings are the foundation of ALICE’s connected team culture.  ALICE staff loves the opportunity to connect with colleagues from around the world, align around the company vision and get transparency into how the business is performing at a macro level. More than doubling its size in 2018, ALICE unsurprisingly had to upgrade its HQ office to add more space and acquire obligatory startup amenities like a cold brew keg, stand up desks and lockers.  ALICE goes so much deeper for its team and invests heavily in career development. Employees participate in a company wide book club, receive access to free Udemy courses and are nurtured along a very clear path to promotion.  ALICE employees talk about the clarity of path to promotion more than any other company’s employees on our list. Setting a clear path to promotion is important for making employees feel like they’re constantly progressing and puts them at ease knowing that there’s always room to grow internally.  Major consulting firms like BCG and McKinsey have perfected this art but rarely do we see startups who are able to provide such transparency to their staff - kudos ALICE management.One employee told us that she was promoted 4 times in the last 3 years - a testament to ALICE’s ability to reward top employees.  Even a remote worker was able to win ALICE’s Culture and Values Award twice in 6 months. This individual told us that they felt like they were on an island while working previous remote jobs - but felt very connected to the inclusive ALICE team. ALICE acquired GoConcierge this year and is making serious strides with major enterprise clients after its $30M Series B funding - a testament to the strong prospects for the firm and probably why employee confidence in the firm is best in class.  “When you receive a high five from the CEO, that says a lot about the culture of the company,” says one team member. High fives all around! Check out open positions at ALICE

Hotel Tech Report
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The importance of a meritocracy like TripAdvisor in hospitality

Some properties think of TripAdvisor as their best friend, others their worst enemy. But when it comes to online reviews, it is the one place that every hospitality professional turns to. There can be no denying the impact that the review giant has had on the hospitality industry, and Sally Davey knows this all too well. From competing with TripAdvisor with her own start-up, Tripbod.com, to becoming a valued member of the review giant’s international team, Sally has seen the industry shift over the years, and has seen the role that TripAdvisor, and guest reviews, have played in this evolution. She speaks to us about the importance of online reviews in levelling the hospitality marketing playing field, the value of management responses, and so much more.   Tell us a bit about who you are, and what your position is. I head up Industry Relations at TripAdvisor and am responsible for the company’s non-commercial relationship with industry. My team focuses on listening to feedback from the industry and identifying opportunities to improve operations and partnerships, as well as ideas for thought leadership projects. This often leverages TripAdvisor’s unique data asset to help provide the industry with leading indicators of forthcoming market changes.   What was your first job, and how did you come to work for the largest travel review platform? My first job was in a local pub in the Lake District, UK as a kitchen helper and then waitress. I continued working in hospitality throughout university before starting my own travel company. This grew into a business called Tripbod.com which TripAdvisor acquired in 2014.   How did you first come across TripAdvisor — was it as a potential employee, as a competitor, or as a reviewer — and what were your first thoughts about the company? Being an entrepreneur in the space I couldn’t not be aware of TripAdvisor. Lots of my local partners, when I was building Tripbod, were great fans of TripAdvisor, but as a start-up I wanted to disrupt it! At the time I felt TripAdvisor was doing a great job being the world’s largest platform for reviews and opinions, but that smaller businesses like mine could do a better job of personalising the experience. The challenge, of course, was getting to market. When I was introduced to the Head of Product at TripAdvisor at the time, I was keen to see if there was a business development opportunity. What I didn’t expect was to be so deeply impressed by the people I met that day and the company culture that came across. It turned out they were investing heavily in personalising the user experience and making some great strides, so it was an awesome opportunity to have impact from within — which I think they now call ‘intrapreneurship’!   Do you think that the founders of TripAdvisor ever imagined how far the company would grow? I think you always go into business with ambition and dreams, and Steve (TripAdvisor’s co-founder, and still our CEO) certainly does not lack vision! But there is also an element of organic growth to success, and having your users define your direction. As a company, we listen to our users – both industry and consumers – all the time so we can ensure their input is central to our decision making. I think some things have changed significantly since TripAdvisor’s inception, and others not at all. The company still has the same ambition as it did on day one — to help real travellers share their real insights into real destinations, which goes far beyond the sales pitch of a glossy marketing brochure. How we do that, and indeed how the industry engages in that with their own opinions, has evolved enormously. And thankfully our user experience has changed dramatically. Nowadays we don’t bombard you with pop-up windows like everyone did in the ‘good old days’!   Has the role of feedback changed since it has become freely viewable (and freely voiced) online through platforms like TripAdvisor? I think the role is still the same – to share feedback with a service provider that either gives well-deserved praise or gives suggestions for improvement. The difference now is that more opinions are shared and that is a really good thing. Some people just don’t feel comfortable giving feedback there and then in person, even if it is a glowing report, so it’s important for people to have their say in the way they feel comfortable sharing. This then benefits others considering booking with that same business, and can really help raise the profile of businesses that otherwise would struggle to achieve the same brand reach as competitors who have bigger budgets but possibly not as great service. TripAdvisor is a meritocracy that creates a level playing field based on quality, and that has made a meaningful impact on a lot of businesses in lots of parts of the world.   What would you say the role of guest feedback is in the hospitality industry? Every industry cares what its consumers think, especially if they want those consumers to come back. In hospitality, this is all the more important because travel is such a high-spend and high-emotion purchase. We have seen over the years that reviews help improve standards and reduce costs for businesses in paying for market research — they have what they need right there in the reviews for free! We also have third-party data to show that improvements in service quality and therefore review score leads to increased demand and revenues, so guest feedback really can be the start of a highly virtuous circle.   How would you say that TripAdvisor has changed the landscape for feedback? You only have to walk around a destination and count the TripAdvisor stickers in windows to know the impact has been significant. Businesses want to collect reviews, for all the reasons above, and because it gives them further opportunity to stand out from the crowd. As travel consumers, we are all individuals with different tastes and needs, and those differ depending on the type of trip we are on, so it’s critical that we connect the right consumer with the right property, based on their needs at that time. TripAdvisor is working hard on doing that better than ever and that means it’s a fantastic opportunity for all businesses on our platform to access the market.   What would you say to properties who view TripAdvisor reviews as damaging to their brand? The vast, vast majority of TripAdvisor reviews are highly positive and we know that most people want to praise the brilliant service they have experienced. It’s also important to share critical feedback when appropriate, because it raises standards across our industry and ensures transparency. We hope that businesses see that as an opportunity to shine, and that one poor review within a large number of positive ones does not negatively impact their business. What’s more, with the manager response tool, the last word goes to the business owner which really is a huge benefit. So I would always suggest businesses view critical feedback as an opportunity to thank the reviewer for their feedback, use it as an opportunity to improve and also to actually attract more business – we know, for example, that thoughtful management responses can actually increase future bookings, so there’s really nothing to lose!   If you could give one piece of advice to hospitality professionals looking to improve their listings, what would it be? Make sure you engage, frequently and thoughtfully. As mentioned, management responses are invaluable, but so too is current content. Make sure your listing content is up-to-date and consider seasonal adjustments to ensure you are really appealing to travellers who are thinking about booking right now. Photos are extremely important, especially of the inside of your property so it’s worthwhile investing in some great shots.   Is there a review or response that sticks out in your mind as portraying the value that this kind of platform holds for hotels? I was in Cape Town a few years ago and met a wonderful entrepreneur called Siviwe who had grown up in the Langa township. He wanted to start a tour company to show visitors to the city a different side of local life, from the perspective of his own community. One day someone told him about TripAdvisor and so he started asking customers for reviews and his business really grew as a result. Using his business success for good, Siviwe founded an incredible youth charity in that same township, which has been a major success and contributed to hundreds of children’s education in his community. For me, that reflects the power of a great entrepreneur and also of how TripAdvisor can really be an opportunity to grow great businesses – making sure the voices of the most brilliant and passionate business owners are heard by the visitors who are looking for the best experiences in a destination, regardless of where they are from or what marketing budget they have.   What is the best hotel that you have ever stayed in, and why? I have been very lucky to stay in some remarkable places. I’ve experienced the high end of the market, such as incredible ethical safari lodges in South Africa, as well as very small, low-key properties like amazing pubs in the Lake District that wow you with their service and personal flair. Each experience is so different that I couldn’t possibly choose just one! What I will say is that, for me, the link that connects all the best places I have stayed are those that take their responsibility seriously — to their local community and environment. I consistently find that those businesses also deliver the best service and experience, so that’s what I look for when I travel.

Lara Salomon
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How to maximize your hotel’s bookings by aligning your technology with your goal

The growth in technology tools for hotels has complicated life for hoteliers. While it has always been important to bring potential guests into the conversion funnel, there are now many ways to both capture and convert lookers to bookers. When considering the different ways to bring prospects into your hotel’s funnel, it can be helpful to start with the goal and then look at technologies that accomplish that goal. This approach differs from other common vendor evaluation processes in one key way: it puts the goal first rather than the category. For instance, rather than comparing only direct booking tools to one another, this process focuses on the desired outcome -- and then compares tools across categories that may help a hotel achieve that outcome. With this outcome-based approach, hotels have stronger odds of successfully matching with the correct vendor for a specific issue.   "I want to improve conversion on my website" When it comes to getting more direct bookings, it’s all about the hotel website. After all, a hotel with a buggy website and poor user flow will scare off many potential guests who seek a trustworthy booking experience. Direct booking tools promise growth in direct bookings by increasing conversions on a hotel’s website through price check tools, real-time guest messaging, smart segmentation, and pricing optimization. These direct booking tools offer a mix of capabilities, so it’s best to evaluate each according to how your hotel prioritizes direct bookings. Booking engines are a necessity for selling rooms directly. Without a modern and intuitive interface that’s optimized for conversion, guests will go elsewhere out of frustration or suspicion. Look for a booking engine with real-time inventory updates; otherwise, you risk double booking across channels. Reputation management is more than just an operational tool: it’s also handy for marketing. Most hotel reputation management solutions have the ability to feature previous guest reviews on your website; doing so can dramatically boost your conversion rate. Virtual tours can help conversions. When potential guests consider a hotel, they want to be certain that the property is as advertised. Consider investing in a virtual tour to give guests piece of mind.   "I want to drive new traffic to my website" Once a website has been optimized for direct bookings and conversion, the next step is to entice more potential guests to it. There’s a blended approach to making this happen.   Content marketing is one of the most affordable ways to engage potential guests and to bring them to your website. With great content, you’ll have an engaging website to attract visitors, as well as plenty to post on social media. Be sure to make your content relevant to your guest profile. Social media is a challenging place but can deliver results when done right -- especially for distribution of the great content you’ve created! Social media is also a goldmine of consumer insights. Leveraging social media tools can bring you closer to your customers. Influencer marketing continues to be a growth area for hospitality marketers. Inviting influencers to experience the property, or paying them to post about the property, appeals to hotels looking to reach particular demographics. These influencer marketing tools should factor into the mix, helping identify the right influencers and tracking the success of your campaign. Digital marketing agencies are assets for those hotels that have enough budget to engage subject matter experts. Hospitality marketing agencies use their experience across clients to build high-impact campaigns that can be quite intimidating to deploy solo.   "I want to bring back old guests" According to research from the company that invented the Net Promoter Score, increasing customer retention rates by 5% increases profits by 25% to 95%. Statistics aside, it really comes down to customer acquisition cost for hotels. With each booking channel taking a large commission for bringing in a guest, it can be extraordinarily lucrative to re-engage former guests. Loyalty programs are helpful assets to organize and track a comprehensive loyalty program for independents. The best technology will give you insights into your guest profiles, and help you craft the best offerings to each group.  Read our article "Do independent hotel loyalty programs actually work?" to decide if this option is right for your hotel or properties. Email marketing is a critical piece of the loyalty puzzle. When evaluating email marketing tools, you want to be sure that it integrates with your existing loyalty program and hotel CRM tools.   "I want more bookings on OTAs & Metasearch" Third-party websites and metasearch are important pieces of any hotel revenue management strategy. As part of a cohesive approach that includes direct bookings, wholesale, and groups, these channels are valuable tools to shore up low demand periods and achieve overall revenue targets. Metasearch and ad tech bring advanced reporting, bidding and inventory management to your third-party distribution strategy. These metasearch tools help hoteliers wrangle the complex web of metasearch campaigns, as well as integrating in real-time with existing systems to maximize profitable bookings without overbooking. Review management software performs a critical function: it monitors your hotel’s reviews for potential operational issues. Catching poor performance before it affects the guest experience means better reviews -- and a higher ranking in search results on OTAs and metasearch sites.

Hotel Tech Report
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Why your concierge should be featured in your digital communication

I recently had an experience with a hotel concierge where some family members were staying. I have never been to that property, yet the concierge went out of his way to assist me in getting flowers to their room. Not only that, he stayed in touch with me at each step, including letting me know when the flowers were in the room. I has such a positive experience from this, and I have yet to set foot in the hotel. If your property offers concierge service, here are some key reasons to make sure it is highlighted in your broader digital communication. Capturing loyalty from those who could be future guests: Again, my loyalty is towards this abovementioned hotel and I have not even been there. But when I am in the area, this will be where I stay. If you have a concierge, be sure to highlight that service on your website and email communication. Also, encourage guests who use the concierge services to share their experience on your social channels to showcase what additional services you offer through the concierge. Showcasing an added feature of your property to those who are visiting: Having a concierge is like having a ‘man about town’ in your pocket. That person knows the lay of the land, and can help with reservations, excursions, and other tourist items where having a local is key. This should be considered an added feature and should be highlighted on your property website, including what services the concierge can offer guests. Helping your guests think outside the property box: Speaking of what the concierge provides, this is also the digital place to talk about placing flowers in a room, putting together a gift basket for a VIP guest, or any other ideas that can be provided by the concierge. This can also be changed seasonally (think Halloween, Christmas or Valentine’s Day). If your concierge does something visually engaging, make sure to share it on Instagram. Your concierge may be physically in your lobby or reception area, but should also reside digitally. Feature the good deeds of your concierge through your digital communication.

Lisa Apolinski
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Sharing your property features in a compelling and digital way

With all the different ways to search for a hotel property, indicating you are pet-friendly, family-friendly, or dietary-friendly is only the first step. There are compelling digital ways to highlight these features in your property to stand out and be noticed. If you are pet-friendly: Many hotels are pet-friendly now, and there are features that can be shared on your website and in your communications that highlight this. Consider a virtual tour of your rooms that are designated for furry travelers and be sure to stage the room that shows how a pet would be comfortable in the room. This includes showing a dog bed on your hard surface floor (easy to clean) or extending your virtual tour into your patio area that is not only grassy but also fenced in. Be sure to talk about these features on your website as well. If you are family-friendly: Family-friendly accommodations also have to show that they are safe for children. If you have features such as child locks or a gate to the pool or have additional bed options such as cribs that can be brought up to a room, be sure to showcase this. If your property has child activities, that is also something that can be highlighted. A digital video that reviews all the child and family-friendly amenities in your property can easily be shared on social channels. You want to create the digital experience for parents and what they and their family can look forward to at your property. If you are dietary-friendly: Take a behind the scenes video tour with your head chef or dietician and have that individual narrate what they do to accommodate dietary modifications. Perhaps you have a gluten-free area for preparation or have options that are dairy-free. You can also use social channels like Instagram to showcase recipes and menus that are dietary-friendly. Photos of food go a long way, so be sure to share and describe the menu item in some detail. Having a property that can be accessible to a variety of people should be showcased for your guests. It will make them be even more excited for their upcoming stay and will give them digital assets to share with their friends who may be looking for similar accommodations.

Lisa Apolinski
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Reputation Management Software Category Overview

A quick guide to understanding hotel reputation management software

What is reputation management software?
Reputation and review management solutions aggregate all forms of guest feedback from across the web to help hoteliers read, respond, and analyze the feedback in an efficient manner. 95% of guests read reviews prior to making a booking decision, and after price, reviews are the most important decision variable when booking a hotel. With reputation and review management solutions, hotels can positively impact the reviews and ratings that travelers are seeing when making a booking decision.

For info on trends in hotel reputation management, questions that you should ask vendors and more download the 2019 Hoteliers Guide to Reputation Management Software

How can reputation management software improve profitability and efficiency?
  • Drive direct bookings: Online reviews influences millions of booking decisions on hundreds of OTAs and meta-search sites, while encouraging travelers to book directly on your hotel website.
  • Improve guest satisfaction: Review collection allows hotels to boost their online review scores and gather valuable customer insights in order to continuously improve the guest experience.
  • Increase revenue: Reputation management creates insights from your reviews that benchmark your hotel versus competitors and evaluates what most impacts your hotel rating, effectively increasing your hotel ADR.

What are the most important features of reputation management software?
  • Review Aggregation: For many hotels, the most important review channels include their own guest satisfaction survey, Booking.com, TripAdvisor, and Google. If these review sites are not included as part of the solution, the hotel will have to duplicate their review management efforts. 
  • Enterprise Visibility: For hoteliers who oversee multiple hotels, or sit at a corporate level, the option to view and report on behalf of all managed properties is a definite requirement for usability and effectiveness. 
  • Semantic analysis: Simply reading through or scanning reviews will not provide a hotelier any insight into how to improve, but with aggregated review summaries provided by semantic text analysis, hoteliers can start to see what's most positively and negatively impacting their rating. 
  • KPI Reporting: Hoteliers often need to provide reports on their KPIs, i.e. response rate, in order to meet the required status quo. To make them easier to track, they can be downloaded directly from the hotelier’s account or automatically scheduled via email.
  • Competitor Benchmarking: When hoteliers are searching for a hotel, they are comparing the scores of a hotel's competitive set. Understanding and tracking how your hotel is performing in comparison to the competition is a key component to driving bookings.

What makes great reputation management software?
Review management alone does not make a large impact on your hotel’s revenues. Ensure that the vendor offers solutions that have been proven to improve direct bookings and increase ADRs for their customers.

Great reputation management software will improve response rates and ultimately boost your hotel ratings.

Many hoteliers are required by management or ownership to respond to a certain percentage of reviews, as responding to reviews is considered a best practice in hotel management. Most hotels can achieve over 70% by adopting an ORM platform and assigning resources to manage it. (# of reviews responded to/# of total reviews).

Consider what review sources are most popular for your hotel(s) and make sure that you will be able to view and respond to these reviews within the vendor’s solution.Be sure that the hotel rating provided by the vendor is as accurate as possible, otherwise, your bookings could suffer if the score drops too low. Sophisticated formulas will automatically remove any biased reviews that could skew your rating.

To better understand how to distinguish between vendors, check out the 5 critical questions you should ask during the sales process by downloading the 2019 Hoteliers Guide to Reputation Management Software

What is the typical pricing for reputation management software?
Implementation fees are rarely necessary for reputation management solutions, even with a large portfolio of hotels. There could be costs related to integrations on a case-by-case basis.

This monthly cost will typically vary based on a variety of factors, i.e. number of
properties in a hotel group, quantity of rooms per property, and market segment of the properties. Licenses are generally purchased with an annual contract between $30-$50/property/month.

How long does it usually take for a hotel to implement new reputation management software?
The implementation time varies from two weeks to a few months, depending on the portfolio size and competitors that need to be added and checked.The best thing about reputation management is that it does not require an integration with your PMS, CRM, or CRS to get it up and running. However, it can be provided to guarantee seamless connections with your guest data. This will be the longest phase of your setup, so if an integration is not required, implementation can be done in the minimum time frame of 2 weeks.