In May of 2011, Revinate announced GS2 Reports, which allow hoteliers to set goals and accurately measure the results of their efforts managing online reviews and social media. In the last couple of years, we have seen many hotels establish goals that have become part of company KPIs and compensation plans.
With a couple of years under the belt, I was curious to find out whether hotels that set goals were outperforming hotels that didn’t set goals so I asked our data scientist to look into our data. We limited the study to independent hotels that set their own goals, versus brands that set goals on behalf of their properties. We looked at Revinate customers that set goals, Revinate customers that used to set goals but no longer do so.
What did we find? Revinate customers that set goals have the highest average rating, the highest percentage of 5-star reviews and the highest percentage of positive reviews overall. They outperform Revinate customers that don’t set goals. In addition, both groups of Revinate customers outperform customers who stopped setting goals.
What does this data mean? First, hotels that set goals and rally around them tend to deliver better results than hotels that don’t set goals. Goals allow hotels to come together around common objectives – – mainly the idea that online reviews are critical for the health of your hotel. Also, it’s critical to continue tracking towards your goals. Hotels that stop tracking their goals seem to fall down when they stop.
For hotels to be successful around reputation goal-setting, there needs to be a culture of paying attention to guest feedback and understanding that every guest has the ability to make or break your reputation with an online review. Hotel management can show staff that they are listening closely to feedback from reviews by reviewing positive and negative reviews in daily stand up meetings and rewarding staff members that are mentioned by name in reviews.
And, of course, progress towards goals should be reviewed weekly and wins should be celebrated. Isn’t that what goals are all about?