AccorHotels has chosen online reputation management platform TrustYou to power its new Voice of the Guest platform.
The platform provides hoteliers with a snapshot of their hotel’s online reputation from the web as well as from guest satisfaction surveys.
VOG centralises all customer feedback shared across the social web, and displays it in an intuitive interface, breaking down an analysis of the content into categories such as room, food, service and Wi-Fi, in more than 19 languages.
AccorHotels claims guests post opinions about one of its hotels every 15 seconds.
Through VOG hoteliers can analyse customer feedback; reply on social media and customer-feedback websites; interact with guests via customer satisfaction surveys; benchmark their performance against the competition and share customer feedback with teams.
This solution is now available in 3,000 AccorHotels properties and will be rolled out to the entire network by the end of the year.
Emanuel Baudart, senior vice president customer expertise and loyalty, said: “Our customers are more and more connected and the comments they post online have a huge influence on other guests’ decisions as to which hotel they book and their interactions with hotels.
“Before booking a room, 95% of customers check other guests’ insights online. The VOG platform is one of the key features in the customer centric program we are rolling out under our digital plan at AccorHotels.
“This plan will enhance our customers’ digital experiences and, more importantly, add an even more personal touch to the service we provide them with. We value TrustYou’s expertise on this project, which is essential to us.”
Chief executive of TrustYou, Benjamin Jost, said the firm is proud to have been chosen to power the solution.
“With the VOG programme, AccorHotels recognises that a 360 degree view of guest feedback is fundamental to the vitality of the entire hotel organisation.
“Hotels need an all-encompassing platform that allows them to improve their guests’ experiences, occupancy rates and revenues. In that sense, AccorHotels is moving one step ahead.”
AccorHotels and TrustYou have also recently conducted a study with the Munich Ludwig Maximilian University’s Department of Statistics.
The research, based on 225 AccorHotels properties in Europe and 182 in Asia Pacific, shows a link between a hotel’s average review score on TripAdvisor and its operational performance.
Key findings of the study include that if the share of five bubble reviews increases by 10%, the number of bookings increases by 10.2% in Europe and 7.8% in Asia Pacific; and that if a hotel’s average review score on TripAdvisor increases by 10%, the number of bookings increases by 2.2% in Europe and 2.9% in Asia Pacific.