Hospitality Industry Technology Exposition & Conference
April 11–13, 2018
RAI Amsterdam Convention Centre
Hospitality Industry Technology Exposition & Conference
June 26-29, 2018
Hospitality Industry Technology Exposition & Conference
December 5–6, 2018
Revinate, Inc. 12 March 2018
Global review growth continues to accelerate, up from 22% YOY increase in 2016.The top four sites generated 74% of all reviews, with Facebook entering the top four for the first time and Google doubling its review volume versus 2016.Asian Pacific and Latin American hotels registered the highest average scores.Revinate, the software as a service (SaaS) company that enables hoteliers to transform guest data into revenue, today announced the release of its 2018 Global Hotel Reputation Benchmark Report. Now in its third year, this industry barometer analyzed 132 million online guest reviews from 138,000 properties across 200 countries over the last two years.Among its key findings, Revinate's comprehensive report confirmed a significant increase in global review volume. In 2017, guests wrote 27% more reviews, driving an increase in the average review pace per property from 28 reviews per month in 2016 to 37 in 2017.Hoteliers responded to 29.7% of their reviews, most often to 5-star reviews (32.8%), followed by 2-star (31.2%) then 1-star (28.8% reviews). By region, Asia Pacific and Latin America outperformed the global review response average, while North America and EMEA were slightly behind."With this increase in review volume, we're pleased to see hoteliers mostly keeping pace with their responses," said Marc Heyneker, Revinate co-founder and CEO. "We're also encouraged to see that hoteliers and review sites are getting better at driving guests to write online reviews, an effort that ultimately results in more bookings."As review volume increases, average ratings remain strongReview ratings in 2017 were mostly positive. On average, global travelers rated their hotel stays with a 4.23 score, a slight increase over 2016.In terms of annual increase, Latin American properties experienced the strongest improvement (+1.18%).Google review volume is on the riseWhen examining review distribution, the report found that 74% of all reviews came from the top four review sites: Booking.com, Google, TripAdvisor, and Facebook. Booking.com maintained its lead as the top review aggregator, Facebook entered the top four for the first time, while Google experienced a spectacular increase in reviews, doubling its share compared to last year.In summary, the online review space continues to grow and evolve. According to Heyneker, "We recommend that hoteliers use this report to benchmark their own review management practices. This report showcases how important it is to pay close attention to both emerging and established channels to maintain a strong and positive online presence."CLICK HERE to access the full report.
Revinate, Inc. 7 March 2018
Revinate, the software as a service (SaaS) company that helps hotels transform guest data into revenue, and protel hotelsoftware GmbH, the provider of on-site and cloud-based advanced property management systems (PMS), have announced today a technology integration via the enterprise bus solution, protel.I/O, to enable all protel customers to connect into Revinate's Marketing and Guest Feedback solutions.The HTNG-standardized and efficient integration of these platforms will help protel customers get the most out of their PMS data, resulting in increased direct bookings and guest engagement.This exciting integration includes the following benefits:* Real-time data insights : The new API delivers PMS data more efficiently to Revinate users* Additional data fields: More data fields can be selected for improved database segmentation* Fast deployment: protel customers can connect to Revinate with ease* Improved data quality: A robust interface will minimize data transfer failures"protel's commitment to simplicity and ease-of-use really hit home with us. We believe protel customers will fully appreciate the value proposition of our marketing automation and survey solutions as Revinate's products are equally intuitive and user-friendly," said Dan Hang, Chief Product Officer at Revinate. "We are thrilled to bring these solutions to protel customers, as they will now be able to drive direct revenue in a way that has never been available to them before.""Revinate are technology partners that totally understand what the market is asking for - more joined-up functionality from across the vendor-pool. They also see the value for their customers in what the protel Hospitality Platform can do for their hotel businesses. Both Revinate Marketing and Revinate Guest Feedback are world-class products. I am confident that this partnership will empower all of us to further drive innovation in hotel solutions," said Jeremy Armes, VP of Marketing at protel.
Revinate, Inc. 30 November 2017
This is one of the thought-provoking questions that will be addressed in an upcoming free webinar by Revinate, IDeaS, SiteMinder: "A.I. meets Human Hospitality", scheduled for December 5 at 4:00pm GMT.The session will explore the key findings of an industry panel held during this year's World Travel Market show in London, in which we looked ahead 25 years and explored how the guest experience will change due to the technological advances that we are currently seeing.The webinar will also tackle questions such as "how does the future of human hospitality look like?", "what are the possibilities of robotization in hotels?", "what should we expect from hotel technology in the far future?" and "will human hospitality be enough to stop robots from taking over?".To offer insights on this hot topics, the webinar will feature Monica Or, founder of Star Quality Hospitality Consultancy. With over 25 years of hospitality experience, Monica is a Fellow of the Institute of Hospitality and has been hair for the Institute of Hospitality London, serving on their committee for five years.As an accomplished speaker and author, she has spoken at international hotel conferences including The Independent Hotel Show in London and COTELCO in Columbia.She has also been featured in The Caterer, Boutique Hotelier and Hospitality Magazine and writes monthly articles for Hotel Industry Magazine as their industry expert.Monica is an Amazon best-selling author for her two books 'Star Quality Hospitality - The Key to a Successful Hospitality Business' and 'Star Quality Experience - The Hotelier's Guide to Creating Memorable Guest Journeys'.Register for this free webinar here.
Revinate, Inc. By Kenny Lee
Thinking of sending out a mass emailing to everyone in your database? Don't do it! says Revinate's Kenny Lee. You not only risk recipients deleting your message, but worse: they may unsubscribe and even mark your email as spam - both of which reduce your ability to communicate with them in the future.
Revinate, Inc. 17 February 2017
While hoteliers anticipate highly-sophisticated and 'digital native' hotel guests in 2020, their plans for industry technology remain stuck in the early 2000s. This is the startling research finding from 'The Hotel Industry in 2020' carried out by Peter O'Connor, IDeaS Revenue Solutions, Revinate and SiteMinder. The study compiled survey results from hundreds of leading hoteliers around the world, and the results of a 'visioning' session with experienced hoteliers and consultants held during World Travel Market (WTM) London in November 2016."The combined research explored anticipated hotel guests of 2020, as well as the technology needed to cater to their needs," says Peter O'Connor, professor at ESSEC Business School. "We wanted to hear directly from hoteliers about how the future traveller would look, and the measures needed to prepare for them."According to Dr O'Connor, participants anticipate highly-sophisticated guests that seek unique experiences, have higher expectations and also expect recognition. As 'digital natives', these guests will rely primarily on mobile devices to engage with hotels before, during and after their hotel stay. Key differentiators such as flexibility, value and control are predicted to play a larger role in the guests' buying decisions than human interaction.Fabian Specht, managing director EMEA at IDeaS, says, "The collected data reveals predictions of a more demanding customer, with greater choices and access to information."When asked which technology hotels could not be without in 2020, respondents named those already implemented in many hotels, including revenue management systems, customer relationship management systems, property management systems, channel managers and e-marketing solutions.Thomas Landen, EMEA marketing manager at Revinate, adds, "These results reflect the high degree of conservatism within the hotel industry, particularly when it comes to technology. It is as if the industry is still preoccupied with the same issues as ten years ago."By contrast, expert panelists - largely operational managers and consultants from UK and European hotel properties and technology arenas - nominated middleware, artificial intelligence (AI) and machine learning systems, predictive analysis tools and management dashboards to have more integrated views of the guest, along with messaging solutions and Bluetooth beacons to drive deeper engagement.The panelists suggested a key roadblock to implementing these systems industry-wide was highly-siloed customer data, which prevents a single 360-degree guest view. Other roadblocks included data protection and privacy issues, as many countries limit guest information storage; and industry conservatism with few hotels pushing boundaries and most tending to stick with well-established systems in the marketplace.Dai Williams, managing director EMEA at SiteMinder, says, "It is clear we operate in an industry that continues to look to outdated and often-costly legacy systems for technological support. The resistance among hotels to change and innovation hurts the advancement of our industry, which, in itself, recognises the need to keep up with current and future consumers."To break the cycle, panelists advocate for the rise of a new breed of hotel management, one that includes applying a different set of skills and mindset capable of pushing technology forward - a process already successful within industries such as retail and banking.About RevinateRevinate helps hotels turn guest data into revenue. With Revinate's reputation management, satisfaction surveys, and CRM/marketing automation, hotels can make smarter investment decisions, resulting in increased revenue and guest satisfaction. The company is backed by leading investors Sozo Ventures, Benchmark Capital, Tenaya Capital, and more. Headquartered in San Francisco with offices in New York, Amsterdam and Singapore, Revinate counts over 30,000 of the world's leading hotels as customers.To learn more, please visit www.revinate.com.About SiteMinderAs the leading cloud platform for hotels, SiteMinder allows hotels to attract, reach and convert guests across the globe. We serve hotels of all sizes with award-winning solutions for independents and groups alike, wherever they are in the world.SiteMinder's products include The Channel Manager, the industry's leading online distribution platform; TheBookingButton, a wholly-branded booking engine for direct bookings via the web, mobile or social; Canvas, the intelligent website creator for independent hoteliers; Prophet, the real-time market intelligence solution that takes the guesswork out of pricing rooms; and GDS by SiteMinder, a single-point of entry to a six-figure network of travel agents and the world's major global distribution systems. With more than 23,000 hotel customers and 550 of the industry's top connectivity providers as our partners, today we have presence in more than 160 countries on six continents.For more information, visit www.siteminder.com.About IDeaSWith more than one million rooms priced daily on its advanced systems, IDeaS Revenue Solutions leads the industry with the latest revenue management software solutions and advisory services. Powered by SAS(r) and more than 25 years of experience, IDeaS proudly supports more than 7,500 clients in 94 countries and is relentless about providing hoteliers more insightful ways to manage the data behind hotel pricing.IDeaS empowers its clients to build and maintain revenue management cultures - from single entities to world-renowned estates - by focusing on a simple promise: Driving Better Revenue.IDeaS has the knowledge, expertise and maturity to build upon proven revenue management principles with next-generation analytics for more user-friendly, insightful and profitable revenue opportunities--not just for rooms, but across the entire hotel enterprise.For more information, visit www.ideas.com.
Revinate, Inc. 13 December 2016
For most businesses, the single most valuable category of data is customer data, often collectively managed through a customer relationship management (CRM) system. However, managing a customer database can be challenging, and maintenance becomes increasingly complex as the organization grows.At the center of many of these challenges is the issue of duplicate records. The management of connections between two customer profiles that belong to the same person is often referred to as record linkage, a.k.a. merge/dedupe or entity resolution. Because of the complexities involved, this is -- not surprisingly -- a very popular area of research in computer/data science.For hotels today, accurately merging multiple sources of data (data from multiple property management systems, uploaded file content, etc.) is extremely challenging. For example, a hotelier may upload a new list from an on-property event, and that list may contain a guest profile with a slightly different name from a record that is already in the property management system (PMS), while other data that follows may clearly be the same. In this example, multiple records are created for the same person, and this quickly amplifies across multiple properties in a portfolio. The risk is that hotels may may not recognize returning guests, may unintentionally send duplicate communications to the same person and consequently damage brand reputation, or that aggregated data like spend or stays will not be calculated correctly.Given data challenges like this, many hotels are outgrowing the capabilities of a traditional hotel technology stack, especially hotels fortunate enough to already have a large database of past and incoming guests.Savvy hotel operators don't want to be in the business of data processing or warehousing, and they are even less likely to be pursuing more sophisticated machine learning approaches to data management. And, they shouldn't have to. The good news is that forward-thinking companies are working to resolve guest profile-related data challenges for hotels, and are already receiving and managing guest data for millions of guests in widely varied formats.How It WorksHere's a brief look at how we at Revinate manage the record linkage problem to provide value for our clients.1. Normalize the data.Before we can start to integrate data from the many disparate sources that make up a hotel's technology stack, we have to make the different data formats fit together seamlessly. For example, consider the small sample of customer data that we might receive from a property management system (PMS). Although a reservation is usually for a guest (or two, or three), it may also be for a wedding party, for a corporation or club, or it may be a placeholder reservation with a name like "walk-in" or "guest."Additionally, we run up against common issues like name misspellings, especially when dictated over the phone. A first name like "Jose" will only be a partial match with "Jose." Shortened names must also be accounted for, so that "William" is a match with "Bill", "Margaret" with "Meg", etc. Similarly, if a reservation was made over the phone, it is entirely possible that "Julie N." is the same person as "Julian." Phone numbers and addresses can also be particularly troublesome to normalize, especially when dealing with guest data from many countries. Through a combination of available normalization libraries and our own proprietary code, Revinate has built a system that makes this data more consistent, so that it can be integrated. This is an ongoing process that we are continually working to perfect for our customers.2. Match data across systems.Once the data is all in the same format, profiles can now be matched across systems, ensuring that there are no duplicate guest profiles. This can be a very complicated process. For instance, at a property with 50,000 profiles, there are 2.5 billion possible combinations of profiles to evaluate. At Revinate, we tackle this by greatly reducing the volume of data that needs to be processed through a complex scheme around profile pairs (also known as "blocking"), with focus on data quality first and foremost. For a more in-depth technical explanation, read this article. 3. Merge duplicates.Now that duplicate guest profiles have been identified, it's time to merge the data to create one seamless database. This functionality will be very different for each use case. Generally, it is important to have a systematic way of evaluating how each field is to be treated. When names are combined (e.g. "William F" and "Will Faulkner" becomes "William Faulkner"), how does one choose which first and last name take precedence?For different fields, like emails, phone numbers, and addresses, we want to ensure we retain all distinct values. An address that is 99% similar is almost certainly a duplicate, so in a case like this, we need to evaluate which address is the most complete and save one record. Other fields, like sales or revenue data, may need to be aggregated.Profile Synthesis: The Future of Hospitality TechnologyAt Revinate, the methods outlined above have allowed us to deal with very large volumes of data in a sophisticated, flexible, and scalable way. Hoteliers are already facing an avalanche of guest data, and these approaches help our customers better manage this data and get deeper insights into their guests, freeing them to do what hoteliers do best: provide a stellar guest experience!
Revinate, Inc. 22 September 2016
Revinate, the software as a service (SaaS) company that helps hotels reinvent the guest experience, today announced Dan Hang has joined as its Chief Product Officer. Hang brings a proven record of success, where he recently led product development and strategy at Trulia (IPO + acquisition by Zillow). At Revinate, Hang will take on an expanded role that includes product vision, development, and customer experience. "We've been working closely with customers to help them gain more guest insights from their data," said Jay Ashton, co-founder and former Chief Product Officer. "Dan's experience and leadership skills allow us to speed product innovation, expand into new markets and deliver exceptional customer value. I couldn't be more excited about the future of Revinate." Ashton will stay on as a key board member and advise the company on strategic initiatives. Marc Heyneker, CEO said, "Jay and I have been lockstep in our thinking ever since we founded the company 7 years ago. It's an incredible win-win to have Jay's continued contributions while gaining a proven executive like Dan who has helped take companies of our size to the next level.""The ability to help hoteliers own the guest relationship and drive more direct bookings is an incredible opportunity. I'm thrilled to be part of a brand that has industry recognition for product innovation, employee culture and customer success," said Hang. Hang comes to Revinate with a strong background in product management, marketing, technical sales and strategy at both start-ups and established companies. He most recently served as Vice President and General Manager, Rentals at Zillow Group, where he drove product strategy and growth across the Zillow, Trulia and HotPads brands. Hang holds an MBA from Harvard Business School and received his undergraduate and master's degrees in engineering from Cornell University.
Revinate, Inc. 1 July 2016
Last week, Team Revinate was out in full force at HFTP's annual HITEC event in New Orleans. The team was there to share some of Revinate's new features, introduce new partnerships, and celebrate the success of our customers. One of my favorite things about HITEC is how it offers me the opportunity to meet with many of our customers and identify trends that they're raising in hotel technology.In my conversations with Revinate customers, one main theme came through: hoteliers are looking for new ways to engage and communicate with their guests. Some shared ideas on how they are currently doing it, and some shared wishes for the future. But, all of them agreed that guest engagement is a high priority to help set themselves apart from the competition in the coming year. Three topics came out in particular:In-Stay FeedbackEngaging with guests to receive feedback during the stay was of particular interest. Hoteliers are getting creative about reaching their guests for feedback while they are still on property.Expedia currently sends a short survey to those who book with them that covers the experience after check-in. I heard stories about how some hotels use this feedback to quickly address a guests needs, improving the guest experience before the guest checks out. They also use this opportunity to take a temperature gauge of the satisfaction of a particular guest.The question is, how might a hotel do this on its own? One hotel group I spoke with has incorporated a survey that a guest can fill out right after they have signed into wifi. It's clear from my conversations at HITEC that real-time feedback is a trending buzzword right now. Hoteliers want to nip guest issues in the bud before they become public in an online review.Targeted CommunicationsBased on the discussions at HITEC, Revinate customers understand the importance of communicating with personalized messages to guests. But one of the barriers to their effective communication is very simple: they can't send the type of targeted emails that encourage loyalty and new bookings if they don't have the email addresses they need to send these emails.Many hotels I spoke to are placing a high priority on collecting email addresses from guests. Some are are putting processes into place to incentivize staff to collect them at the front desk or at other touch points on property. Some hotels are also collecting email addresses when a guest signs into the hotel's wifi.Staff-to-Guest MessagingLastly, a big trend I heard both from customers and from others buzzing around the convention center floor was leveraging text messages to communicate with guests. This is a particularly hot topic, as this is the communication channel consumers tend to prefer for on-site communication. Text messaging is also particularly effective because the message is almost guaranteed to be read. About 90% of all text messages are read within 3 minutes of their delivery - and over 99% of all text messages are read by the recipient, according to data from MobileSquared. Hotels are interested in leveraging this channel to make offers about events on site, or to collect feedback about service requests, especially while a guest is on property. (Clearly a mega-trend. See trend #1!)Meeting with our customers is always enlightening as we love to hear about their experiences using Revinate. But, HITEC is also a particularly opportune time to hear about hotelier experiences engaging with guests as hospitality trends, technology, and forward-looking strategies are top of mind. Thanks to all for coming by to see us, and we look forward to HITEC Toronto 2017!
Revinate, Inc. 20 June 2016
Revinate, the software as a service (SaaS) company that helps hotels reinvent the guest experience, announces that Revinate Surveys now allows hotels to collect Google reviews as part of their post-stay email surveys. As an exhibitor at HITEC 2016 in New Orleans, Revinate will be offering booth visitors a chance to hear more about how this new feature can help drive incremental Google review volume, putting additional review content in front of prospective guests early in the travel research process. Previously, Revinate Surveys customers could use post-stay surveys to collect TripAdvisor reviews, a feature which has shown an average 409% increase in review volume and a 15% improvement in TripAdvisor market index ranking. Now, Revinate Surveys customers have the option to collect reviews for either Google or TripAdvisor to drive review volume on one of the two travel search giants. By prompting guests to write Google reviews, hotels can drive review volume on this channel, which is especially important in the early stages of travel research for prospective guests. A property's Google review count and score are factored into Google's local search ranking. More reviews and positive ratings could improve a business's local ranking, potentially driving bookings for hotels.Hotels that are using Google review publishing for Revinate Surveys have already seen promising results. One hotel in California has driven more than 50 Google reviews within the first 3 weeks of using the feature, resulting in a 500% increase in volume of reviews from 2015."With this feature addition to Revinate Surveys, Revinate continues to innovate and create choices for our customers," says Marc Heyneker, CEO of Revinate. "This incredibly simple solution creates flexibility, allowing hoteliers to adopt a holistic multi-channel review strategy and identify the best way to support their own marketing goals," he says.A Google representative will be available for questions at the Revinate booth at HITEC 2016 on Tuesday, June 21 from 2-4PM: click here to set up a meeting.
Revinate, Inc. 2 June 2016
almost 10% lower--according to more research from Kalibri Labs. They also may spend more on property, making them up to 18% more profitable than OTA bookers, given the potential for targeted upgrades, offers, and the higher level of service you can deliver with what you may already know about their preferences and propensities.In summary, OTAs, both established and emerging, are not going away. The double-edged sword is that they are (and will continue to be) an important way for independents to generate incremental demand and capture new bookings. But, the time is now for independent hotels to invest in the resources that will allow them to drive repeat bookings and capture what is uniquely theirs to own--a one-to-one relationship with each of their guests that results in increased loyalty and revenue.
Revinate, Inc. 28 April 2016
The practice of hotel revenue management is constantly evolving. As the space moves towards automation and more intelligent, dynamic pricing, many revenue managers that I speak with are looking for new ways to optimize revenue growth and profitability. However, achieving a consolidated view of data and actual guest spend across disparate systems and reports is a challenging proposition. The good news is that next generation systems and technologies are starting to address this challenge, and some hotels are even re-organizing to more closely align hotel revenue management and marketing efforts.Data overloadA revenue manager's toolkit typically includes the property management system (PMS) for pickup data, point-of-sale (POS) for ancillary spend, STR reports, competitive rate shopping tools, and business intelligence. Many hotels now also have a revenue management system (RMS) that brings everything together and includes forward-looking pricing recommendations. In addition, many medium to large size brands also leverage tools that measure GDS performance, more granular market segmentation (by segment, channel, rate code), upgrades, web and call center analytics, and sales.The ideal state is a fully integrated environment where systems directly communicate with each other, but this historically has been challenging given the fragmented nature of hospitality technology. Paul van Meerendonk, Director of Advisory Services at IDeaS Revenue Solutions, says that the industry has been moving aggressively toward integration. "As hotels are beginning to employ more sophisticated and intelligent revenue management practices, they are starting to look beyond their booking window, facilitated by an increasing convergence of systems," he says.For example, a revenue management system from IDeaS integrates with systems ranging from PMS to channel managers to guest feedback platforms like Revinate. This is a step in the right direction, helping hoteliers get closer to a single view of their data, in a more efficient and automated way.Convergence of hotel revenue management with marketing and salesThe next step is applying this data to marketing efforts, to help stimulate demand. Today, the collaboration between revenue management and marketing is improving. According to Colleen Birch, SVP of Revenue Optimization at The Cosmopolitan of Las Vegas, "The relationship between revenue management and the marketing department is better today than it has been in the past." However, there is still often a disconnect between marketing campaigns and revenue management insights.In cases where insights and goals are aligned, a more synergistic relationship can be achieved. For example, the revenue management team has unique insights into a hotel's guest database to leverage for marketing campaigns. Birch adds, "Part of the importance of revenue management is knowing about demand across all channels, for example, to prevent additional demand stimulation over a highly compressed citywide convention."In addition, when a hotel's marketing team leverages revenue management data, they can better:Address forecast periods of low demand with highly targeted, segmented email marketing campaignsMitigate last minute cancellations with quickly created, targeted campaignsCreate upsell campaigns to drive additional revenueGain insights into all segments to help inform the optimal mix of business (discussed in more detail below)Revenue managers also need to be in lockstep with sales managers, especially where corporate business is a significant portion of occupied rooms. And often revenue management is the final authorizer for corporate rates. Given such high cross-functional integration, revenue teams are starting to get more involved in marketing and sales-related technology decisions.It's all about net revenueUltimately, revenue management is all about driving hotel revenue and profitability, filling to the highest possible occupancy at the highest possible rate. A critical KPI has been the Revenue Generating Index (RGI), also known as the RevPAR Index (RPI), which looks at relative hotel revenue performance versus a defined competitive set. However, this metric is only a top-line view. The metric on the horizon is Net RevPAR, where the cost of acquisition is taken out of every rate. This forces hotels to look closely at their margins, and to estimate margins of their competitors where possible.Most cost in hotel revenue management comes from distribution, with high commissions being paid to third party channels. Beyond active negotiation with these channels, another way to manage cost is to convert your OTA guests to direct bookers with targeted marketing campaigns. These OTA winback campaigns can reduce your commissions and drive profitability.As mentioned above, determining the right mix of business is also critical, to accurately target and market to your highest spending guests. For example, do your direct bookers spend more than your OTA guests? Do your transient guests spend more than your corporate individual guests? Given rate parity agreements, hotels cannot publicly advertise lower direct booking rates on their website, but they can target more profitable guests privately through email marketing, or offer members-only rates (like Marriott and Hilton most recently).Above and beyond physical assets, the long term asset that hotels can uniquely build is their database of rich guest profiles. Based on this rich CRM data, you may choose to offer customized pricing to certain guests - for example, a lower room rate to a guest you know spends a lot on-property at your restaurants, spa, and golf course.According to Jeremy Gremillion, Director of Revenue Management at Commune Hotels & Resorts, "Revenue is only half the story. To drive profitability, hoteliers need to actively manage all of their costs (distribution and other), and also work closely with marketing and sales to target the most profitable guest segments."In summary, the future of revenue management and hotel marketing is at an exciting crossroads. The integration of data and systems, coupled with more cross-departmental collaboration, is helping hoteliers implement next generation revenue management practices and ultimately start to achieve peak profitability.
Cornell Finds Revinate Delivers Impressive TripAdvisor Results, Increased Occupancy, and Further Revenue Potential
Revinate, Inc. 25 April 2016
A recent study conducted by Chris Anderson, an associate professor at the Cornell School of Hotel Administration, found that hotels using Revinate Surveystm experienced outstanding performance gains. The study consisted of data from 80 hotels across five global hotel brands, with properties in the U.S., Europe, and Asia Pacific. The hotel brands were Danubius Hotels, GCH Hotel Group, IDM Hospitality, Landmark Hotels Group (Makena Beach Resort), and TFE Hotels.CLICK HERE to request the full research paper.Revinate Surveys enable hotels to simultaneously collect private operational benchmark data and publish public guest feedback. Revinate is also a TripAdvisor Platinum Partner, recognized by TripAdvisor for best-in-class performance with respect to data integration, mobile-friendliness, and review conversion. The guest satisfaction surveys solution allows hotels to send a short-format survey with an optional TripAdvisor review portion to guests who have recently checked out. The optional review has the benefit of capturing guest feedback about things that the hotel didn't think to ask in the standard survey. Revinate's sentiment analysis tools can then mine the reviews to overcome some of the standard bias in surveys and offer a more complete picture of ways to boost guest satisfaction.Hotels can opt to submit any reviews collected to TripAdvisor for moderation and publication. Additionally, because of Revinate's Platinum partnership with TripAdvisor, Revinate Surveys clients benefit in several ways, including having the freshest, most accurate stream of TripAdvisor review content delivered to a single dashboard where hotels can instantly see all of their feedback data in one place.For each of the 80 hotels in the study, TripAdvisor review data was collected through Revinate, and hotel performance data was supplied by STR and Fairmas. In order to evaluate the impact of hotels encouraging customers to write TripAdvisor reviews through Revinate Surveys, the study compared the average performance of each hotel during two periods of time: the 12-month period before each hotel launched the solution and the 12 months following launch. ResultsThe study found that hotels using Revinate Surveys realized impressive gains on TripAdvisor:58 percent of properties increased their popularity ranking on TripAdvisor, while another 14 percent maintained their rankingThe average increase in popularity ranking was 10 percent across all propertiesAdditionally, 54 percent of the properties that did not increase their ranking still increased their rating scores relative to their competitive setOverall, properties experienced a 3X average increase in review volumeHotels that were behind their competitors in the number of reviews before launch had more than double the average number of reviews their competitors had after launchAverage rating scores increased by 2 percentProperties saw a 3 percent average increase in positive reviewsThere were also interesting results with regard to Occupancy, Average Daily Rate (ADR), and Revenue per Available Room (RevPAR)Occupancy increased by 1 percentHotels did not immediately see performance impacts, but they have opportunity to evaluate an increase in ADR in response to the increase in occupancy; as a result, they have further potential to see impact on RevPARAdditionally, Revinate analyzed the average TripAdvisor popularity ranking improvement among all Revinate Surveys customers actively publishing to TripAdvisor. This analysis, across over more than 1,000 hotels, found that hotels whose rankings did improve saw an average 32 percent increase over the 12 months after launching Revinate Surveys. Over the 24 months after launch, these hotels experienced a 36 percent increase in rank on average.What does this mean?Hotels using Revinate Surveys to facilitate review collection dramatically increase the number of reviews they receive on TripAdvisor. Those reviews also have higher average ratings, including more positive reviews, than those posted without integration with Revinate Surveys. Additionally, hotels in the study experienced a material occupancy increase as a result of their TripAdvisor improvements. As a result, they should now evaluate whether they have the opportunity to increase ADR, thereby driving RevPAR.Zoltan Bogar, group director of revenue and distribution for Danubius Hotels, was at first skeptical of the claims that Revinate Surveys would increase review volume by so much. "I expected at most a 200 percent increase in review volume. But, I was happily surprised when we easily increased review volume by 400 percent shortly after we went live with a pilot hotel," he says. "As a result of using Revinate Surveys, our pilot hotel saw astounding improvements in TripAdvisor popularity ranking, and we decided to expand the service to the rest of our properties."Bogar also says, regarding the study, "It's nice to see that other hotels in other markets are seeing a lift in occupancy as well. It will be interesting to evaluate ADR and RevPAR moving forward, to see whether there are gains to be made there."Tammy Marshall, COO of TFE Hotels, noted the revenue improvements that its properties saw in TripAdvisor rankings since using Revinate Surveys to facilitate guest feedback. "In combination with striving to deliver an exceptional guest experience, Revinate Surveys has been game changing for TFE Hotels," she says. "We're so pleased with how much we've improved on TripAdvisor, not to mention the incremental revenue we've gained as a result of increased visibility on the world's largest travel site."Benefits beyond ADRIn addition to volume and occupancy benefits, a TripAdvisor white paper found other important engagement and revenue-driving benefits among hotels encouraging guest feedback. Specifically, hotels using a review collection system like Revinate saw 40 percent more page views on their TripAdvisor page, a 25 percent increase in clicks to their websites from Business Listings links, and a 32 percent increase in CPC clicks from TripAdvisor metasearch, all driving significant marketing efficiency gains.There are additional revenue opportunities for hotels using Revinate Surveys, as occupancy benefits can impact total revenue and profitability beyond RevPAR. Hotels should evaluate their ability to drive ancillary revenue on amenities and other offerings specific to each property.They should also focus on building their database of guests as new customers come through the door. This way, hotels can build relationships with their guests to drive loyalty and repeat bookings.A hotel with a robust guest database can send targeted promotions to guests who have previously stayed with the hotel, based on those guests' past interactions and preferences. For example, a hotel could target past guests who have been identified as Promoters according to NPS score in a Revinate Survey with a special offer, to show appreciation to its most valuable customers. Essentially, the hotel could leverage its survey data to offer relevant content to happy guests, to encourage direct, repeat bookings and build deeper relationships.Ultimately, the Cornell study reinforces that it's important for hotels to ask for feedback from their guests, helping to activate their promoters. While the first-order requirement for success on TripAdvisor will always be to provide an outstanding guest experience, hotels that also encourage guests to submit TripAdvisor reviews with Revinate Surveys can achieve greater success in popularity ranking, leading to improved occupancy and potential for increased revenue performance.