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Managing Online Reviews at Destination Level

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On Thursday 23rd April, hundreds of hospitality and travel professionals gathered in Lucerne, Switzerland for the annual World Tourism Forum, the only global platform where both public and private sectors meet to discuss a sustainable future for tourism. RJ Friedlander, CEO of ReviewPro, participated in a lively panel, Beyond a Room and a Meal – Managing Online Reviews at Destination Level, which explored key drivers of destination tourism; from how to monitor and understand the overall guest experience to specific service details that differentiate a good and bad tourist journey. Dr David Ermen of Lodging & Tourism Clients Group at PwC Switzerland, also participated as a speaker.

Managing Online Reviews at Destination Level

“From working closely with tourism initiatives such as SETE in Greece and Australia Star Ratings, we’ve witnessed firsthand the value of review analytics to improve marketing activities and encourage visitors on a regional or country level,” said RJ Friedlander, CEO of ReviewPro.

The panel provided the opportunity to debate a destination’s role in monitoring and influencing online traveler ratings: How can Destination Marketing Organizations (DMOs) leverage online reviews to improve the overall experience? And can a destination act on insights provided by technology to drive tourism?

“Hotels worldwide already benefit from Guest Intelligence tools to enhance the guest experience and optimize revenue,” continued Friedlander. “A large volume of public review data is readily available to destinations. The key is to interpret and promote this data to continue improving the tourism experience and encourage further economic development.”

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