Hilton Austin is an 800-room property that caters to both business and leisure travelers. At the end of July, 2010, the staff began using Revinate to manage their online reviews and social media mentions.
Prior to Revinate, the staff was solely focused on TripAdvisor reviews and would log in to TripAdvisor every few days to read and respond to their reviews. While the team did have access to another tool prior to Revinate, it was less intuitive and had limited functionality.
Today, the sales and marketing team, in addition to the General Manager and Director of Front Office, actively uses Revinate to manage the hotel’s online reputation and to respond to reviews. According to Joanna Demeo of the sales and marketing team, “Revinate has definitely driven us to be more active with all review sites, not just TripAdvisor. In fact, using the Reviews Overview Report we were able to see that only 20% of our reviews were coming from TripAdvisor. We were essentially unaware of 80% of what was being said about us on the other sites such as Priceline, Hotels.com, Expedia, etc.”
Joanna is also an active user of the social media features within Revinate. She says, “Revinate has made it easy for us to engage more on social media sites like Twitter and Facebook. I use Revinate’s Twitter client, TweetConcierge to engage on Twitter, update our status on Facebook and track our progress.”
Revinate has become an integral tool at the hotel and is used on a daily basis. Revinate reports are mailed out daily so the entire team can be kept up to date on review stats and social media engagement. The team also reviews the Weekly Scorecards to track their progress. The 2011 business plan includes social media goals that require Revinate for execution and tracking. The team plans to update its Facebook page more often, respond to every review, and expand its social media practice into the food and beverage operation.
As an example of their success, Joanna points to a reviewer on Yelp that was so surprised that the hotel was actively monitoring and responding to reviews that she emailed the hotel with her praise for its service levels. Of that experience Joanna says, “Having all our reviews accessible in one central location makes it infinitely easier for us to quickly respond to feedback so we can increase efficiency and most importantly stay in-tune with our guests.”
Hilton Las Vegas
In June of 2010, Las Vegas Hilton made the decision to try to organize a program around online reviews. Trying to figure out what was being said about the property was becoming an endless task that Robert Gaines, Internet Marketing Coordinator, spent his days manually tracking down by visiting multiple review sites, OTAs, Twitter and Google.
Marc Guarino, the Vice President of IT Las Vegas Hilton, recommended Revinate and in June, 2010, the property signed up for service. From the first time he saw Revinate, Robert Gaines loved the product. He says, “Just bringing all reviews into one central place was enough to win me over. I know it does a ton more but it was worth it for that feature alone. I immediately saw a huge time savings.”
Las Vegas is an incredibly competitive market and as an off-strip hotel, the Hilton keeps a very close eye on their comp set properties. Revinate allows Rob to quickly and easily see what guests love and hate about the competitors. He says, “By allowing me to compare our reviews against our competitors, and to see how we rank across all the major review sites, Revinate gives me the analysis that I would never have gotten doing manual searches.”
Robert uses the exportable reports and scorecards in Revinate to show the rest of the team how they’re doing against their comp set. All directors and managers at the property have access to Revinate and actively monitor reviews for feedback. If reviews raise any operational issues the hotel staff is on the issue the very same day. Within two days, there is a solution. Rob says, “Revinate has provided us with the workflow tools we need to make sure that any issues that are raised are addressed. And, being able to respond to the review from within Revinate is the icing on the cake.”
Robert Gaines is a strong believer in the power of engagement and spends the better part of each day reaching out to guests, prospects and Las Vegas visitors on Facebook, Twitter, review sites and forums. He says, “If I can show people that we take the time to engage with them, to respond to their questions, to share our knowledge of the city and learn a little bit about them, they will come to the property. I have even reached out to people who were tweeting about a bad hotel experience at anther property and had them come stay with us because they were so impressed with the care we took in reaching out.”