Towards the end of 2011, Hoteles Mision began looking for a solution for online reputation management. The team recognized the growing importance of online review sites, such as TripAdvisor, and the influence these sites were having on new bookings. At the same time, they realized that they couldn’t adequately manage the process without an intuitive, automated solution.
Angel Palomero Galicia, E-commerce and Social Media Manager, explains, “We were struggling to keep up with our reviews and our review responses. With so many of our hotels promoted through different OTAs, it was impossible for one person to manually search and find all the reviews out there, let alone recognize trends among the feedback and respond appropriately. We desperately wanted a solution that would allow us to recognize issues as soon as they were raised and respond quickly and efficiently to our guests.”
When the team saw a demo of Revinate, they immediately knew it was the right solution. The easy-to-use, cloud-based solution not only aggregates all the online reviews across all the OTAs into a single dashboard, but also provides tools to analyze sentiment and engage with guests.
Since signing up for service, the hotels have become much more efficient and saved incredible amounts of time. Each property was spending an average of four to five hours a week searching for reviews. With Revinate, they get back close to two hundred hours a year, or 24 business days, that can be spent on other critical tasks.
The hotels have also operationalized the process of managing their online reputation, with the General Managers in charge. Angel explains, “Managing reputation is like sweeping stairs - - you always have to start at the top. It is the responsibility of the hotel manager to detect any problems and work with his team on the quickest resolution possible. With Revinate, it’s easy for them to stay ahead of the curve.”
Responding to reviews has become part of the culture at Hoteles Mision and everyone takes part in the process. Angel explains, “We try to make the responses as personal as possible so if a staff member is mentioned in the review by title or name, we allow that person to respond to the review. Doing so has allowed us to get much closer to our guests.”
The close focus on reviews has proven to be very beneficial to the hotels. While staff loves reading and responding to great reviews, it’s the bad reviews that they obsess over. Angel says, “The negative reviews are incredibly important to us because they allow us to work on improving the services that we offer to our guests. This pursuit of perfection never ends but feedback lets us know where to concentrate our efforts so we’re working as efficiently as possible and making our guests happy in the process.”