Today Revinate announced the winners of the 2012 Revinate Awards for online reputation management. Hotels across the globe were invited to submit nominations for “Hotel of the Year” by detailing their accomplishments, innovations and successes in online reputation and social media during 2012. Winners for other categories were determined by Revinate through an analysis of large sets of online review and social media data.
Michelle Wohl, VP of Marketing for Revinate, says, “With more than 15,000 client hotels across 120 countries, the competition was stiff. The strides that our client hotels made in 2012 are incredible. In addition to gains on TripAdvisor’s Popularity Index and improvements in average rating and review frequency, every day we witness clients exceeding goals around guest sentiment, competition, and even RevPAR growth.”
While Revinate works with properties and brands of all sizes, and in every segment of the hospitality industry, many of this year’s winners are boutique, budget and mid-scale hotels. Kyle Duffy, VP of Strategic Accounts, says, “The fact that so many of the award winners represent independent, boutique and limited-service hotels is testament to how the industry and hotel priorities changed this year. Online reputation management is no longer important to just luxury or high-end properties. It is imperative to any hotel, anywhere in the world.”
The 2012 Revinate Award winners:
Revinate Hotel of the Year – The London NYC, New York, United States
Since signing up for Revinate in January of 2011, The London NYC, an independent luxury hotel, has improved its overall rating versus the competitive set, improved its reviews pace versus the competitive set, improved its rank on TripAdvisor’s Popularity Index from #51 to #37 and ended 2012 ranked #1 in RevPAR versus its competitive set. The London NYC is advised by Digital Marketing Works, who specialize in providing insights and solutions on how to maximize profits through digital channels.
Revinate Hotel of the Year, Runners Up – Hotel Erwin, Venice, CA and Galleria Park Hotel, San Francisco, CA
Hotel Erwin has improved in all key online review and social media metrics from 2011 to 2012. The hotel has gone from #23 in January ’12 on TripAdvisor’s Popularity to #17 at the end of December. The hotel has also fully operationalized Revinate throughout the hotel. Deborah Pinkstaff, Revenue Manager, says, “Our entire staff has embraced Revinate and really made it part of our daily culture. All our employees, from line staff to managers, are aware of and take pride in our Revinate scores.”
Galleria Park Hotel has also experienced gains on TripAdvisor’s Popularity Index in 2012, going from#17 to #14 to end the year ahead of its compset. With 600 online reviews this year, the hotel exceeded its goals around review volume by 241%. The hotel’s RevPAR increased 23% to date while the competition only increased by 11%. James Lim, Managing Director, says, “With all these positive metrics, employees feel that they had a positive impact on our online reputation and financial performance this year. Perhaps a coincidence – – our Work Climate in the hotel scored 90% overall. A great accomplishment.”
Best Use of Revinate by a Management Company – Denihan Hospitality Group, New York, NY
Denihan Hospitality Group uses Revinate across its portfolio of 15 hotels in New York, Chicago, Washington D.C., and Miami. In her entry, Beverly Ramsook, VP, Revenue Management & Distribution, outlined how every department in the organization uses Revinate to guide decisions, from capital improvement plans to pricing. The sales department also use Revinate reports in client meetings to show how the hotels fare against the competition in guest sentiment and quality scores. The marketing team regularly engages with guests and prospects using Revinate’s social media engagement tools, which were extremely handy during Hurricane Sandy for monitoring the hotels with limited services.
Biggest Improvement on TripAdvisor Popularity Index – Surfcomber Miami-South Beach, A Kimpton Hotel, FL
Surfcomber Miami – South Beach went from 149 in Q4 of 2011 on TripAdvisor Popularity Index to 5, where they currently reside. That’s 144 points in one year! Quite a feat for the competitive Miami market.
Biggest Increase in Review Frequency from 2011 to 2012 – The Milford, New York, NY
In Q4, 2011, The Milford received 561 reviews. They received 1315 reviews in Q4, 2012. With 754 more reviews, this was the largest gain of any client hotel for the year.
Best Overall Rating Against the Competitive Set – Super 8 Clearfield, PA
Super 8, Clearfield, PA dramatically beat its competitive set in 2012 by more than 2 points.
Biggest Increase in Review Frequency Against Competitive Set from 2011 to 2012 – Aria Resort & Casino, Las Vegas, NV
While Las Vegas hotels traditionally get more reviews than hotels in other markets due to the number of rooms and amenities, Aria Resort & Casino dramatically outpaced its comp set in 2012 when it came to review volume. The hotel received an average of almost 600 reviews a month. Its compset average received 40% as many or about 360 a month.
Congratulations to all the winners and best of luck in 2013!