Don Juan Resort Hotel

Background

In March 2018, the hotel activated the during the stay survey and the automated review on online reputation channels alert features:

• Satisfaction surveys during the stay are sent to guests when they are still in-house. The purpose is to learn about their satisfaction and identify possible incidents that may cause negative reviews on opinion portals. In this way, it is possible to stop potential bad reviews that the hotel could receive, encouraging the positive ones instead.From the Hotelinking dashboard it is possible to set a cut-off score from 0 to 10, so that, if the system detects a survey with a score below the one marked, it will send an email alert to the hotel staff so that they can act and solve the problem.
• The email to post reviews on online reputation channels is a communication that is sent automatically to guests once they have checked out, in their corresponding language. In this, they are requested to leave their opinion on one of these reputation websites, which will be assigned automatically depending on their language: Tripadvisor, Google Opinion Rewards, Holidaycheck, Yelp, Tophotel or Zoover. Then, when they click on the button in the email, it redirects them to the hotel’s listing in the online reputation channel, where they can leave a review.

This feature is key to improve visibility on online reputation rankings. For example, to climb positions on the Tripadvisor ranking you have to work on the three variables on which your index is based:

• The reviews’ quality: refers to whether it is a good opinion, if the hotel is positively rated. Positive comments weigh more than negative ones.
• The quantity: the number of comments is another key indicator to collect useful information about the property and increase the users’ trust.
• The novelty: more recent opinions weigh more than older ones. The reason is that they provide a more current idea of the service and condition of the hotel.

With Hotelinking, it is possible to address the three points and, consequently, improve a hotel’s online reputation, climb positions on the reputation rankings and stay in the top positions, managing to stand out versus the competitors. 

You can find out more about it in this article by our experts: Examining Tripadvisor: How to Improve reputation and visibility in the ranking

Starting position

The Don Juan Resort hotel, with an overall score of 2.5 out of 5, occupied the 88th position of the 124 hotels in the Lloret de Mar ranking with 33 % of negative reviews. A situation that, with the appropriate measures, could be highly improved.

Results

Current position

Two years later, the results are insightful: 

• The hotel climbed up to 34 positions and reached the 54th position in the ranking of the 124 hotels currently in Lloret de Mar, which represents an improvement of 27 %.
• It has gone from 33 % negative comments to only 15 %. This means that the bad comments trend has decreased by 50 %.
• It has improved its overall rating, with 30 % very good reviews and 22 % excellent ones. Overall, the positive comments trend has improved by 50 %.

These results are due to more than 5,500 surveys answered during the stay, which have provided the necessary information to the hotel staff to solve any incident. 

Also, the automated mailing of more than 1,700 review emails whose cut-off score was very good and has contributed to this improvement in the ranking, managing to redirect more than 260 people to the Tripadvisor page. Thus, avoiding in addition, generating negative comments on the portal.

Conclusion: contracting these features has had a positive impact on the hotel’s reputation, where in a leading portal such as Tripadvisor was being relegated to a very unflattering position making it difficult to increase direct sales. The forecast is to continue improving the quality of the service thanks to the surveys and encouraging guests to leave their opinion to continue rising in the ranking.