Operationalizing Reputation Management

This week Daniel Edward Craig published two articles on TNooz about the growing important of hotel reputation management. Daniel’s premise is that the ‘guest satisfaction index’ will become the next big measure of hotel performance.

Daniel says, “Today, every hotel has a dedicated revenue manager and a revenue team that meets weekly to review reports and make decisions for the coming weeks. Is this the direction reputation management is heading?”

The first article includes a sneak peak at a new metric we plan to introduce – – the Guest Satisfaction Comp Index. To calculate it, we take a property’s average rating across the leading review sites and OTAs and compare it to it’s comp set to provide a score.

In response, Daniel says, “Revinate’s index will be particularly helpful to hoteliers because it’s measured in the same format as occupancy, rate, and revPAR indexes, with a score of 100 being fair market share. The availability of such data paves the way for hoteliers to use reputation metrics to guide revenue decisions.”

Read the whole article series here and here.

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