Helping thousands of hoteliers make better buying decisions every month
Marriott
Denihan Hospitality Group
Fairmont
starwood
The Standard
Ace Hotel
Kimpton
Accor Hotels
Ace Hotel
Ace Hotel

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 sho... Read the full Reputation Management Software software overview

10 Best Reputation Management Software

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2021 Finalist HotelTechAwards
Hoteliers voted GuestRevu as the #2 Reputation Management provider in the 2021 HotelTechAwards
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GuestRevu

HotelTech Logo score
HT SCORE
100 out of 100
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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Through automated guest surveys, review collection and consolidated reporting, we help busy hospitality professionals to listen, learn from and earn from their guests (request a d...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
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2021 Finalist HotelTechAwards
Hoteliers voted GuestRevu as the #2 Reputation Management provider in the 2021 HotelTechAwards
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2021 Finalist HotelTechAwards
Hoteliers voted Revinate as the #3 Reputation Management provider in the 2021 HotelTechAwards
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Revinate (Reputation)

HotelTech Logo score
HT SCORE
97 out of 100
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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Revinate helps hotels know more about their guests so they can deliver personalized experiences that create valuable relationships and lifelong customers. Using guest data combine...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
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2021 Finalist HotelTechAwards
Hoteliers voted Revinate as the #3 Reputation Management provider in the 2021 HotelTechAwards
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2021 Best Hotel Software
Hoteliers voted TrustYou as the #1 Reputation Management provider in the 2021 HotelTechAwards
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TrustYou (Reputation)

HotelTech Logo score
HT SCORE
95 out of 100
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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Guest feedback influences 95% of booking decisions. With TrustYou’s Reputation Management solution, hoteliers can positively impact their hotel’s online reviews and ratings by...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
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2021 Best Hotel Software
Hoteliers voted TrustYou as the #1 Reputation Management provider in the 2021 HotelTechAwards
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2021 Finalist HotelTechAwards
Hoteliers voted D-Edge as the #3 Reputation Management provider in the 2021 HotelTechAwards
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D-EDGE - Sentinel

HotelTech Logo score
HT SCORE
81 out of 100
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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Monitor your hotel’s attractiveness with Sentinel. Stay in control of your online reputation with a centralised dashboard. Know how your guests feel about their stay and keep im...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
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2021 Finalist HotelTechAwards
Hoteliers voted D-Edge as the #3 Reputation Management provider in the 2021 HotelTechAwards
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2021 Finalist HotelTechAwards
Hoteliers voted STAAH as the #3 Reputation Management provider in the 2021 HotelTechAwards
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STAAH ReviewMinder

HotelTech Logo score
HT SCORE
76 out of 100
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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Take control of your online reputation. Build your brand with ReviewMinder, a review monitoring and management solution. Monitor, respond, and analyze all your online reviews thr...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
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2021 Finalist HotelTechAwards
Hoteliers voted STAAH as the #3 Reputation Management provider in the 2021 HotelTechAwards
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2021 Finalist HotelTechAwards
Hoteliers voted Travel Media Group as the #3 Reputation Management provider in the 2021 HotelTechAwards
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Travel Media Group (Reputation & Professional Review Response Services)

HotelTech Logo score
HT SCORE
76 out of 100
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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To improve your reputation and increase ADR, count on TMG's post-stay email campaigns and unlimited review response solutions. Our post-stay email program helps you improve the qu...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
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2021 Finalist HotelTechAwards
Hoteliers voted Travel Media Group as the #3 Reputation Management provider in the 2021 HotelTechAwards
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2021 Finalist HotelTechAwards
Hoteliers voted Hotellistat GmbH as the #3 Reputation Management provider in the 2021 HotelTechAwards
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Hotellistat - Reputation Management

HotelTech Logo score
HT SCORE
75 out of 100
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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With Hotellistat you get ONE system for all areas of digital market positioning and market analysis. With our innovative approach as a RMB (revenue- market- and business intellige...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
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2021 Finalist HotelTechAwards
Hoteliers voted Hotellistat GmbH as the #3 Reputation Management provider in the 2021 HotelTechAwards
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2021 Finalist HotelTechAwards
Hoteliers voted Hotel Link Solutions as the #3 Reputation Management provider in the 2021 HotelTechAwards
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Hotel Link Solutions (Reputation Manager)

HotelTech Logo score
HT SCORE
75 out of 100
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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From meta-tags to channel management, the online marketing of your accommodation may seem overwhelming. We cut through the jargon and complexity with a complete technology solutio...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
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2021 Finalist HotelTechAwards
Hoteliers voted Hotel Link Solutions as the #3 Reputation Management provider in the 2021 HotelTechAwards
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2021 Finalist HotelTechAwards
Hoteliers voted Experience Hotel as the #3 Reputation Management provider in the 2021 HotelTechAwards
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Experience - E-Reputation Booster

HotelTech Logo score
HT SCORE
74 out of 100
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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Track your ratings, reviews, and rankings on different online platforms. See all of your hotels' reviews on a single interface (TripAdvisor, Booking.com, Expedia, Orbitz, Google, ...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
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2021 Finalist HotelTechAwards
Hoteliers voted Experience Hotel as the #3 Reputation Management provider in the 2021 HotelTechAwards
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2021 Finalist HotelTechAwards
Hoteliers voted Qualitando as the #3 Reputation Management provider in the 2021 HotelTechAwards
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Qualitando

HotelTech Logo score
HT SCORE
74 out of 100
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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Manage the relationship with your customer, prevent any complaints, send satisfaction questionnaires, convert the satisfaction of your guests into valuable reviews and many other ...

Geography: Regional
Geography: Global Verified Customer Support: Yes No
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2021 Finalist HotelTechAwards
Hoteliers voted Qualitando as the #3 Reputation Management provider in the 2021 HotelTechAwards
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Recent Reputation Management Articles

The importance of a meritocracy like TripAdvisor in hospitality

by
Lara Salomon
2 years ago

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.

Why your concierge should be featured in your digital communication

by
Lisa Apolinski
1 year ago

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 hotel 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.

Sharing your property features in a compelling and digital way

by
Lisa Apolinski
3 years ago

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.

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Recent Reputation Management News & Community Updates

Oaky and ReviewPro: Integration Permits Upselling via Guest Messaging

Oaky
3 weeks ago

Hoteliers that use ReviewPro's Guest Experience Automation (GEA)™ solution can now send out automated messages that include Oaky upsell deals. Via GEA ™, Oaky deals can be distributed across different channels, like email, SMS, and WhatsApp. Once a request is made, a team member assigned to the task will be automatically notified – wasting no time catering to the guest's request. "We have always loved ReviewPro’s intelligent approach to guest feedback and communication and consider them innovation leaders in the hotel tech world. This integration brings about a wealth of benefits for both guests and hoteliers and, in a nutshell, simplifies messaging and processes to allow for top tier upselling and customer care,” says Erik Tengen, Oaky co-founder. "As hoteliers keep digitizing their operations, we understand the growing need for hotel tech providers to integrate their different software solutions. This offers a rich and seamless experience to both hoteliers and their guests. By integrating with a partner like Oaky, who has been helping hoteliers with upsell strategies, we saw an opportunity for hoteliers to align revenue management and operational excellence, both key in current times," says Michael Kessler, CEO ReviewPro.    Benefits of the ReviewPro and Oaky Integration This integration will tackle several pain points for both guests and hoteliers, including the issue of over-communication, missed opportunities for revenue, inefficient operations, and the need to stay on top of various tech platforms. The integration’s unique combination of automated upselling, guest messaging, and case automation solves several challenges at once: Consolidated messaging: Combining outreach into one message from a single platform, means that guests receive less superfluous communication from the hotel and can give proper attention to each message. Streamlined follow-up: A successful upsell request automatically alerts the correct staff members, to ensure that any request is followed up in a streamlined and timely manner.   Less platform switching: Administrative stress is reduced by keeping all upsell and related communication in one platform that centralizes every interaction across the guest journey. Hotel staff can rely on just one tool to ensure they track all remote guest requests.   Automatically generated incremental revenue opportunities: Opportunities for incremental revenue will be caught, nurtured, and acted upon immediately across multiple channels.  Measured impact of upselling: Directly assess the impact of upselling on guest satisfaction using ReviewPro’s feedback tool.     The Oaky-ReviewPro integration enables hoteliers to turn revenue opportunities into operational excellence, efficiently responding to guest needs while monitoring guest perception of automated tools’ performance at the hotel. Ultimately, allowing ReviewPro and Oaky clients to get the most out of their tech investments. ReviewPro and Oaky customers can get in touch with their account managers to find out more about this integration.   ABOUT REVIEWPRO ReviewPro, part of the Shiji Group, is the world leader of Guest Intelligence solutions, with more than 60,000 hotels in 150 countries. ReviewPro’s Global Review Index™ (GRI), the industry-standard online reputation score, is based on review data collected from 175+ OTAs and review sites in 45+ languages. The company’s cloud-based Guest Experience Improvement Suite includes Online Reputation Management, Guest Satisfaction Surveys, and Auto Case Management. ReviewPro also provides an AI-driven innovative Guest Experience Automation™ product to automate guest experience management for hotels. These tools and processes enable clients to prioritize operational and service improvements to deliver better guest experiences and increase guest satisfaction, online rankings, and revenue.  

New Research By SiteMinder Reveals Mexican Travelers Are More Enthusiastic Yet Discerning

SiteMinder
3 months ago

Mexican travelers are now considerably more enthusiastic yet discerning about travel than before the pandemic, and local accommodation providers will have to do more to meet their expectations, new research by SiteMinder, the world's largest open hotel commerce platform, shows. SiteMinder’s Changing Traveler Report 2021: Mexico Edition, based on the survey responses of more than 870 local travelers, has found that the majority of the Mexican travelling population now expects better accommodation standards than before Covid, with 40.7% expecting higher standards and 20.4% much higher. The findings reflect the greater emphasis that travelers are now placing on health and safety, as well as their desire for memorable and experience-led stays – a result of months of pent-up demand due to Covid restrictions. In fact, some 78% of Mexican holidaymakers plan to travel either more (40%) or the same (38%) compared to before the Covid-19 pandemic. Only a small minority say they will never travel again (3%) and this is down from the 5% who answered the same at this time last year. However, SiteMinder’s study also reveals that Mexican travelers are more budget-conscious than ever when deciding where to spend their next trip, with 44% of respondents listing this as one of their top two priorities when choosing where to visit. “The enthusiasm shown by Mexican travelers in this year’s Changing Traveler Report should be very encouraging for hoteliers, but it should also serve as a reminder to not get complacent during this critical time of recovery,” says Jason Lugo, Senior Regional Director for Latin America at SiteMinder. “Hoteliers need to respond to the needs of new and evolved travelers, by using technology to offer value for money with competitive rates, attractive offers and a holistic focus on the guest experience.” A focus on enhancing the experience of guests need not be hard, says Lugo, citing that over 85% of Mexican travelers are not opposed to their personal data being used to improve their visit. Additionally, direct bookings remain the most popular way of booking accommodation among Mexican travelers, with 26% favoring direct bookings over any other booking method. “Accommodation providers need to work smart, leaning on technology to optimize their communications with their guests, respond quickly to market dynamics, push the right promotions to the right customers, and free up valuable time,” says Lugo. “Mexican travelers are giving hotels permission to use their data to create these experiences. So, during this time of fewer hotel resources and heightened competition, it would be wise to capitalize on this opportunity.” SiteMinder’s World Hotel Index shows that while international visitors still make up the majority of guests in Mexico, over 35% of hotel arrivals in August are locals.

New SiteMinder Report Uncovers An Evolved German Traveller, Why It’s Essential Hotels Prepare

SiteMinder
4 months ago

A new report by SiteMinder, the world’s largest open hotel commerce platform, sheds light on an evolved German traveller with significantly more demands and higher expectations of the hotels where they stay. SiteMinder’s Changing Traveller Report 2021: Germany Edition, based on the survey responses of more than 900 Germany holidaymakers, has found that while the majority (58.04%) plan to travel as much or more than prior to Covid in the coming year, almost all (94.91%) now have the same or higher expectations of their accommodation provider. The findings follow SiteMinder’s announcement earlier this month that Germany’s hotel booking momentum had overtaken the global average on the World Hotel Index, for the first time in over 275 days to mark a welcomed step in the local sector's recovery. However, while growing enthusiasm for travel is positive news for a hospitality sector that supported 2.4 million jobs prior to the pandemic, SiteMinder says the findings also illustrate the need for local hoteliers to work smarter in order to meet the heightened standards of their customers. “Now is a critical time for accommodation providers to be elevating their offering, with higher booking volumes growing in parallel to an increase in customer needs,” says Clemens Fisch, Regional Director DACH & EMEA at SiteMinder. “When contemplating the future state of their business, hotel operators must consider their customers’ full experience, from the first touchpoint with their property, to the last. How seamless is it for them to book via the website? How are they checking in? How are they paying? And, importantly, how easy is it for them to recommend the property to their family and friends, after they leave? Hoteliers who lean on technology to help answer these questions, are those who will ultimately be rewarded through this period of recovery and beyond.” Positively for German accommodation providers, SiteMinder’s report points to the many travellers who support their personal data being used to better their stay. More than four-fifths of Germans (81.91%) are not opposed to their personal data being used to improve their visit, which SiteMinder says provides a further opportunity for hoteliers to meet the new level of standards that are now expected. “Increasingly, we are seeing the importance of personalised communications and experiences as a way of creating loyalty among our hotel customers,” says Fisch. “As hotel booking momentum increases locally, those businesses that have made the decision to take a step closer to their customers and analyse their personal data, to gain actionable insights, will win more business. Technology is an investment that will pay dividends.” The results largely mirror those of UK and Spanish travellers, where 96.74% and 98.15% respectively have the same or higher expectations of their accommodation provider, compared to prior to the pandemic. In those countries, 60.86% and 69.64% respectively plan to travel as much or more than prior to Covid, in the coming year.  

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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.

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