Online Reputation Managers help businesses stay on top of what customers are saying about them. Some of these tools help businesses directly address the issues guests have, while others monitor social media networks. Donald Gasper looks at what they can offer the hospitality industry.

Warren Buffett once said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” Why is reputation so important? A good reputation is what keeps customers coming through the door. A bad reputation, on the other hand, can cause deep damage to — or even the complete collapse of — a brand.

Increasingly, customers expect brands to personalise their offers to reflect their unique needs. This trend is fuelling innovation and companies across all industries, especially in the hospitality sector, are adopting technology to better understand their guests, and to cater to their needs.

Sabre-Frank-Trampert
Frank Trampert, Managing Director & Chief Commercial Officer at technology provider Sabre Hospitality Solutions, Asia Pacific.

Leveraging Online Reputation Managers (ORM) can provide hoteliers with an additional layer of knowledge, and help to gain access to customer sentiment. ORMs are useful tools, creating awareness of the main concerns of guests, which in turn help hoteliers improve their service. However, ORMs generate a large volume of content and the return on investment is not always sound, especially if guests are not expressing their opinion about their experience online. “Hoteliers must keep in mind that onboarding the optimal technology portfolio, developed with the specific needs of a property in mind, is essential to achieving a successful digital transformation,” says Frank Trampert, Managing Director & Chief Commercial Officer at technology provider Sabre Hospitality Solutions, Asia Pacific.

The right tools, paired with the appropriate data analytics platform, are essential to gaining a single view of the guest, and, improve a hotel’s bottom line. Innovative solutions, such as those developed by Sabre, have become extremely valuable in helping hoteliers deliver a more personalised experience, Trampert argues: The SynXis platform generates a 360-degree profile of the guest, providing hoteliers with an actionable view of the individual, connecting insights to hotel staff and systems and enhancing the overall experience.

Another example

Rankur is another example of an ORM platform. A leader in online reputation measurement and monitoring, it describes itself as an innovative tool for social media monitoring, online reputation management and brand protection. It claims it’s easy to use, efficient and designed to support PR, marketing and web agencies/professionals in the process of tracking what’s said about brands, products, services or persons.

Rankur scans over 100 million blog posts, 1 million online reviews and 100 thousand mainstream news posts and explores the messages from over 1 billion users of most important social media networks like Twitter, Facebook, YouTube, Google+ and Instagram. Its unique web crawler gives businesses, PR agencies, marketers and advertisers the insight needed to make strategic moves and maximise the motivation of their audience.

Rankur’s dashboard provides access to trending topics, opinion leaders, demographic details (gender, age group, geographical location) and sentiment analysis.

More than 80 percent of the customers of restaurants and hotels take their decisions driven by shared reviews and opinions on the Internet. The balance of power is changing towards websites like Twitter, FourSquare, TripAdvisor, booking.com and many more! Your online reputation depends entirely on what is being shared about you by customers or even competitors.

Rankur recently opened a new service designed especially for the hospitality industry. It centralises the management of your online reputation in one place and saves you time by monitoring, analysing and protecting your business.

The company collects reviews in multiple languages, analyses their opinions, monitors statistics and discusses features about your property. You find all that information in one place, being alerted for new positive or negative trends.

Rankur understands natural language – it splits customers’ opinions into features and presents you the positive and negative topics with their trend. You may research your reputation with its tool. You may do the same for your competitors’ reputations.

It takes much more time and efforts to earn a good reputation than it does to ruin it with a negative campaign. Rankur says it protects your brand and your business by sending you real-time alerts about negative reviews or negative trends.

Says Sabre’s Trampert: “Hoteliers know that technology is a critical factor to elevating the guest experience. Ultimately, leveraging market leading technology with data analytics functions, paired with a comprehensive ORM platform, can have a positive outcome on the guest experience.”