What to look for in a modern Online Reputation Management tool

ONLINE REPUTATION MANAGEMENT TOOL SELECTION GUIDE

In Hospitality Industry, nobody challenges the importance of superior guest service. Hence,
no wonder industry is focusing a lot on measuring the outcome of their customer service
in the form of guest reviews and feedback. Especially when it has a direct impact on your
revenue.
Technology solution companies are offering a plethora of tools and solutions to the
hospitality industry for managing Customer Experience and their Online Reputation
Management (ORM). Through these tools, hotels are empowered to identify their areas of
improvement, their strength, and weaknesses Vis-a-Vis their competition.
In this guide, we will share the right set of features that your ORM tool must possess
in order to drive more revenue and success through continuous improvement in Guest
Experience and Online Reputation Management.
The key questions a hotelier should ask when evaluating an Online Reputation Management
Tool is:
What amalgamation of technology competencies are required in order to provide more
personalized and satisfying guest experiences, which is based on guest’s individual
feedback, suggestions and ratings on social and review sites.
First, let us look at the common challenges a hotel faces while managing their Digital
Reputation.
The idea behind this Guide is to help hoteliers
make Online Reputation Management as simple
as Keyboard Press for Hoteliers and help them
translate Reputation into Revenue!
Good Online Reputation = Higher
Guest Satisfaction and Eventually
more Revenue
Juggling with multiple
Social Sites and Review
Platforms.
With guests present and
active on numerous
social media sites and
hotel review platforms,
it has become an uphill
task for hoteliers to keep
a tab on guest feedback
and reviews published
on multiple sites and in
multiple languages.
Uncontrollable and
unmanageable
Social Media and Review
Sites are Like “Word
of Mouth” on Steroids!
Every user with a digital
platform is free to post
their opinion out and
aloud on the internet for
other users to read, make
their own perception and
opinion about your
hotel.
Unstructured data
explosion
With a myriad of reviews
from umpteen number
of sites, the volume,
velocity, and a variety of
guest feedback are
overpowering. Moreover,
the ability to process and
derive useful insights
from this massive review
data from multiple
sources is very restricted
for hotels.

What should a powerful, comprehensive and a modern
ORM Tool help you with
1. Comprehensive data collection of Online Reviews and Reputation for both
Hotel and Restaurant
Your ORM tool should help you assemble reviews and data points from
multiple sites. Most advanced tools help you collate guest
reviews from more than
100 Social and
review sites.

How can we miss
reputation management
for the Restaurant; your
ORM tool should support
guest reviews for various
parameters of Restaurant
as well. Like ambience,
food quality, food
temperature, service,
food price, etc.
2. Simplifying & driving efficiency in Review Response Management
Should possess the ability to respond instantly to all reviews and comments, to make
the guest feel engaged and valued.
For more effective insight and immediate action, a smart tool should help you get
started with review history. Nothing like, if you could get 6 months review history at
the time of sign up

Should provide an ability to respond to guests’ reviews through system suggested
response template (positive, neutral or negative) or enjoy the flexibility to type your
own response.
Capability to translate and respond to reviews in 40+ languages
3. Intuitive User Interface, Mobile App, and Classification of Reviews
A powerful tool should also provide different views for Independent Property View
and Enterprise View
Your ORM platform should have ability to manage guest reviews on the go with
Mobile App.
Easy categorization of reviews like – Check In, Stay Period and Check Out
4. Ease of Monitoring & Responding to Guest Posts on social media channels

Logging in to individual social sites in burdensome
so ability to read reviews from multiple
social media sites on a single platform
can make you efficient
Convenience of posting directly on
the hotel’s social media pages
from a unified
dashboard
5. Easy Tracking and Comparison of Review & Social media site
with that of competitor:
Identify your brand online reputation performance vs your competitor
Get Guest Satisfaction Score against your competition

Since there are hundreds of Review sites, a modern tool should support all regional
URLS as well.

Major regional url of sites like TripAdviosr, Expedis, should be tracked.

6. Customized Guest Survey
Ensure that your ORM platform has a native Guest feedback Survey functionality and
include some of the important features like :

Ability to respond as many as 40 or more languages
Gather direct and relevant feedback with customizable questionnaire

Quiz your hotel’s guest on your top selected KPIs

Measure guest loyalty through Net Promoter Score (NPS)

Publish their survey response in Google Review
7. Useful insights of guest feedback and reviews
Have the ability to derive a value index against the value provided by your hotel
based on the aggregated data points.
Sentiment Engine for tracking consumer reviews; sentiment score, quantitative score,
and rating.
View guest sentiment and quantitative score for respective reviews
Ability to quantify gaps so that you get action items to bridge the same
Text Analysis with hot and cold keywords
Get a view of famous #tags used by
your hotel brand and your competitors

Receive valuable insights on all
posts (average shares, average
comments etc.)
Twitter comparison graphs discover areas where a property
stands stronger than the competitor

8. Easy Filtering & segmentation on guest types

Apply filters to isolate reviews by specifying the type
Get score from different channels according to different traveler type’s like- business,
couple, family, solo traveler, etc. Basis this rating information, hotel can customize
their service and offerings to suit the needs of each traveler type and use it for
indenting (ordering of consumables, food preparations: more effective forecasting,
lesser wastage)

9. ORM Platform should be part of overall total quality management of your hotel
by effective Goal Setting and Tracking
Achieve Operational Excellence with accurate data and insights about your service
Bring into line your team performance with your hotel performance
Take proactive steps like appreciating, warning or alerting your team about
corresponding reviews
Integrated balanced scorecard approach
for holistic goal alignment and
achievement
Goals could be assigned to
user or self
Track goals assigned to you and
colleagues whilst getting weekly
notifications to track progress
Business Couple Family Solo Traveler

10. Online Reputation Analytics & scheduled Reporting
Generate Real-Time Reports and Alerts
Capability to generate exhaustive reports on different parameters like – No of
reviews, by TripAdvisor rank, by channel score, by positive reviews, by response ratio.
Get periodical reports like; daily, weekly, & monthly analytics digest derived from VOC
11. Big Hotel Chains need an enterprise & cluster view to efficiently manage their
online reputation
Though both independent and enterprise hotel chains equally require ORM tool to
stay ahead of competition. However, the requirement of enterprise is different from
that of independent hotels. Hence, if you are a chain hotel, the tool you will need
should have following features
Ability to segregate into customized groups types, groups, sub group, like by Region,
by Collection, etc.

Irrespective of the size and star category of their property, whether an
independent hotel or part of an enterprise chain, 5-star luxury resort
or a budget hotel, all revenue managers in the hotel industry have
realized the importance of assessing their ORM capabilities and hence
plan their strategic goals for reaching their desired target.
ORM has become an indispensable guidepost for competing in a hyper-
competitive and dynamic market environment of the hospitality industry.
Click here to Start your Free Trial
of RateGain’s Online Reputation Management tool
Should support 360 degree competition benchmarking for various KPIs like Guest
Satisfaction, etc. for your group Vs comp – set

An Enterprise Leader Board for measuring different parameters like – Guest
Satisfaction, Response Ratio, TripAdvisor Rank etc.
ORM tool designed for Enterprise also help measure reviews department wise against
your competitor, e.g. House Keeping, Spa, Front Desk, F&B, etc.
ORM tool for enterprise should support easy categorization of reviews geography
wise, country wise.

More about RateGain
Founded in 2004, RateGain is a leading provider of cloud-based products and services around the
function of hotel Rate Intelligence, Price Optimization, Seamless Electronic Distribution and Brand
Engagement to the world’s leading Hotels and Online Travel Agents.
With continued innovation and excellence in customer focus, we are proud to serve over 12,000
clients and numerous industry partners.
Our customers are global and so are we, with offices in 10 countries across all major continents,
supported by over 500 passionate professionals and seasoned industry experts.
Through world-class solutions, RateGain helps its industry leading customers beat their competition
and make more revenue every day.
Single Technology
Platform to Manage
Revenue, Reputation
& Distribution
Competitor Rate
Shopper
1
Online
Reputation
Manager
Revenue
Optimizer
Distribution
Channel
Manager
Guest
Feedback
Survey
Integrated
Analytics
2
3
45
6
Follow us on:

What to look for in a modern Online Reputation Management tool

Recommended

Recommended

More Related Content

More from RateGain®

More from RateGain® (20)

Recently uploaded

Recently uploaded (20)

What to look for in a modern Online Reputation Management tool