Reputation Scorecard

What is Reputation Scorecard?

Reputation Scorecards are a new service for the hotel industry to know hotel's performance in guest satisfaction based on the Global Review Index™ (GRI). It is a general online reputation score taking into account ratings from online reviews across over 100 different online travel agencies and review sites worldwide.

How does it compare to Trip Advisor Certificate of Excellence?

The TripAdvisor Certificate of Excellence honors select accommodations, attractions, and restaurants that consistently demonstrate a commitment to hospitality excellence.
To be eligible, a business must maintain an overall rating of four or higher (out of five), as reviewed by travelers on TripAdvisor. Additional criteria include the volume of reviews received within the last 12 months. Whereas Reputation Scorecard is normally based on a rating between 0-5 or 0-10, but varies by review site. 

Which is more important to a hotel, why?

Trip Advisor Certificate of Excellence is better because the hotels can put up it in front of the hotel in order to show that they have a great number of good feedbacks. So it can attract more clients.
But Reputation scorecard is also a good way to have more informations about feedbacks of the hotels because Reputation scorecard includes "Booking", "Expedia" and others OTA, so it has more references than Trip Advisor.


--------------------------------------------------------------------------------------------------------


SAN FRANCISCO 

- Hotel Drisco, a Joie de Vivre

There is a special heading called "Why stay with us" on the main page of the offical website where they promote their winning price of Trip Advisor'top 25 hotels in the United States.

 Yes the website includes Guest reviews, as you can see in the column "Testimonials" coming from diferente sources such as Tripadvisor, Yelp, Guest commom cards...

Expedia : No answers to the guest review from the hotel

Agoda : No answers to the guest review from the hotel

Venere : No answers to the guest review from the hotel

Tripadvisor : it is surprising to see that they do not answer their guest reviews as they rank 1st among 250 + hotels in the San Francisco area


- Omni San Francisco

We can see that the website put forwad on the home page their certificate of Excellence as you can see below. There is also a special section in order to "show off" their main awards and accolades.

 There is no guest comment for the specific Omni San Francisco since the website belongs to the group and not the hotelier in charge of the SF franchise.

Expedia : No answers to the guest review from the hotel

Agoda : No answers to the guest review from the hotel

Venere : No answers to the guest review from the hotel
Tripadvisor :  it is surprising to see that they do not answer their guest reviews as they rank 1st among 250 + hotels in the San Francisco area

- The Inn at Union Square

We can see that the Inn at Union Square has centralized in one page their certificate of Excellence from Tripadvisor and their guest comments as you can see below




Expedia : No answers to the guest review from the hotel

Agoda : No answers to the guest review from the hotel

Venere : No answers to the guest review from the hotel

Tripadvisor : No answers to the guest reviews


- Fairmont Heritage Place, Ghirardelli Square

For this particular hotel, there is no certificate of Excellence but only a column named "Reviews" where we can see the tripadvisor travellers rating and the tripadvisor popularity index. There is also a direct link that leads to the Tripadvisor website in order to see several reviews.

- St Regis hotel, San Francisco

This hotel has 2 types of reviews. AT the top you can see the hotel's website reviews (with a rating of stars implemented). At the bottom of the home page, there is the TripAdvisor reviews (also it leads to several social media websites linked with the St Regis hotel San Francisco such as twitter or Facebook)


---------------------------------------------------------------------------------------------------------

  What the key findings of the research :

 
- There is a standardized review process  based on a comprehensive set of criteria, rating from one to five stars.
That makes things more fun, adventurous and interesting (Quote of CEO of Getaroom).
- Millennials/Gen Y rely on user-generated peer reviews to help make their travel booking decisions   much more than older generations
- The popularity of this generation content and reviews is exponentially growing
-  People will be able to try a new hotel and to find hotels that they couldn't find otherwise

What is the impact for hoteliers, hotel marketing ?

- Increase the notoriety of the hotels as well as the reputation. 
- Hotel marketing can base their researches on it and be sensitive on their findings thanks to these reviews
- Y generation is a major demographic for hoteliers 
- Young people are more communicative than older people so that hotels are more sensitive to them and their reviews.

Do you agree or disagree with the findings  ?

I agree because peer reviews methods are enables to maintain standards of quality, improve performance, and provide credibility.

This system is very efficient and useful for hoteliers because it allows  them to get some real and trustable informations about the product and the services.

Moreover, peer reviews is very convenient to maintain an improvment within the hospitality industry.

---------------------------------------------------------------------------------------------------------

Social Media Crisis 

Here you could find an article where Ryanair fails to address social media   

Nowadays it is difficult to always have a good reputation. However it is possible to avoid having a bad one.     

In the article, we can see a negative comment posted on the Ryanair Facebook with a 3rd of a million likes and nearly 20000 comments, and the only respond from ryanair was not so usefull.         

In this case, Ryan Air should have been able to react differently. 

Here are the point of what Ryan Air should have done :

- 1 - Being attentive to the social networks
It is important to check every day what it is said on the company

- 2 - Respond to comments, whether they are positive or negative.
It shows that we pay some attention on the customers 

- 3 -Take into account the remarks of the customers
A dissatisfied customer is a lost customer, so it is  important to remedy the problem

- 4 - Respond quickly
A fast answer of the company can change the vision of things from the point of view of the consumer

- 5 - Put yourself in the custormer's shoes 

It is important that the employees from Ryan Air put themselves in the customer's place to know how they would have reacted if they had been in the same situation 

- 6 - Try to find a solution 

Even if Sucy McLeod had a bad experience with the company, it is always possible to reconquer her by proposing to her solutions which can make her have a change of mind such as reductions on her next flights 

- 7 - Be fair

In this case it is necessary to admit that it is unfair. To pay 60 euros a person because of a not printed boarding passes is exaggerated. It is possible that she paid as much in impression as in plane ticket. Ryan Air should have recognized his fault. 

- 8 -  Do not try to be the winner

In this case, there are 2 loser. The customer lost some money, and Ryan Air lost a customer.
You should not try to be always the winner, on the contrary, the customers must have the impression to win something so that they want to come back

- 9 - Apologize

A customer who receives excuses has chances to come back. A customer who does not receive from it, will not come back any more.

- 10 - React to keep a good reputation

No matter the end of the story it is necessary to react fast. A reputation takes time to be made but can be very fast to destroy itself. So,  It is  essential to make every effort to satisfy the customers.