Event Recap: Tnooz-TripAdvisor Webinar on The Future of Reputation Management

Yesterday, I participated in a webinar with Tnooz and TripAdvisor about the future of reputation management. Joining me were Adele Gutman of HK Hotels and Brian Payea of TripAdvisor.

Adele told the story of how she attained an accomplishment other marketing executives only dream about – putting all four of her properties in the top four positions of TripAdvisor’s New York hotel ranking. By obsessively focusing on creating a remarkable experience for guests – and viewing service as marketing – she now earns more than 50% of revenue through direct website bookings. A few pieces of advice:

  • “Reputation creates demand.”
  • “Everything you do is reputation management: from hiring and training staff to the type of linens you order for the guest rooms.”
  • “Imagine the reviews you want, and then become the hotel that inspires them.”

Brian shared some fascinating data related to how consumers view management responses to reviews. According to Forrester research commissioned by TripAdvisor:

  • 79% say a management response to a bad review reassures them
  • 78% say a management response to a good review makes them think highly of the hotel

And then I presented some ideas on how to generate more direct bookings with reviews and user-generated content. You can view the slides from the presentation here:

Update: A full summary of the event was posted to Tnooz here, and you can watch the full video below:

Tnooz-TripAdvisor webinar: Reputation management and beyond from tnooz on Vimeo.