The Ramada Downtown Dubai is a 181-room property located in Dubai’s most affluent and vibrant district. The hotel welcomes a diverse, international audience and understands that delivering personalized service is the key to maintaining positive guest satisfaction levels. Says Housekeeping Manager Barfaab Sharief, “We cater to a very discerning audience in Dubai. Our guests expect perfection when it comes to their stays with us. In a market where travelers have so many hotel options, it only takes one negative encounter to lose a guest’s patronage.”
In order to keep guests happy, the property established a series of programs to help. Sharief explains, “We’ve always been committed to guest service. We even have a dedicated department, called ‘Meet and Assist,’ to ensure all guests’ needs are met.” Revinate Scorecards coupled with these face-to-face initiatives make it easy to evaluate guest satisfaction scores and identify specific ways each team can improve.
Before Revinate, the hotel team had to spend countless hours trying to understand its online reputation standing. Sharief elaborates, “We were manually checking review sites for new contributions about our hotel. It was an extremely time-consuming process. Once we started to use Revinate, we realized that we were missing a lot of important guest feedback that was coming in on review sites, OTAs and social networks we didn’t know about. We no longer have this problem, as Revinate has given us a one-stop shop platform to review feedback across every single channel.”
With comprehensive guest feedback to act on at its disposal, the hotel has been able to dramatically improve its online reputation. In 2012, the property improved its average rating scores across the five major review categories – cleanliness, location, rooms, service and value – including a 9% improvement in service score. The hotel jumped nearly 100 spots on TripAdvisor in 2012 and saw a 7% improvement in overall positive review mentions received.
This positive trend has only accelerated in 2013. To-date, the property has improved its overall average review score more than 6%, elevated its average rating across all review sites from 3.79 to 4.04 and received 36% more positive reviews than in 2012. Finally, more than three-fourths of general staff mentions in reviews were positive, a whopping 88% improvement from 2011.
These achievements are unsurprisingly given the hotel’s property-wide commitment to online reputation management. Each Department Head has access to Revinate. As a team, hotel leadership reviews new feedback across all departments on a daily basis in the morning briefing. Revinate reports have made departments more accountable for their actions and have helped drive higher service levels across the board. Sharief comments, ”Revinate’s ticketing system makes responding to daily guest feedback alerts incredibly easy. Being able to address guest complaints within 24-hours gives us the opportunity to focus on staff training so that negative issues which have already been reported don’t arise in the future.”
Now the number one recommended hotel in its competitive set on TripAdvisor, the Ramada Downtown Dubai looks to continue its online reputation management commitment and improve even more. Sharief attributes the hotel’s adoption of Revinate as a key part of its success. The Housekeeping Manager says, “I can’t thank Revinate enough for introducing this technology to our property. It has allowed us to pay even closer attention to guest comments and take immediate actions to improve our service levels. I have introduced Revinate to many fellow housekeeping managers here in the Middle East and I will continue to recommend it to hoteliers.”
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