ITB BERLIN CONVENTION 15 The Tech Vortex Outlook keynote looks at changing digital landscape Review Analytics Moving The Needle With Guest Intelligence Although many hoteliers today monitor and measure online reputation, the key is to know how to improve it. In his presentation during the ITBBerlin Convention’s eTravel Lab today, RJ Friedlander, Founder and CEO, Reviewpro will demonstrate how leading organizations have successfully created guest-centric cultures and are using review analytics and direct feedback to drive operational and service improvements, giving rise to remarkable results. We asked RJ to tell us more… Hoteliers are increasingly understanding the importance of online reputation when travelers are choosing in which hotel to stay and can see the impact on bookings. Although many hoteliers today monitor and measure online reputation, the key is to know how to improve it to exceed guest expectations and outperform your competitors. With our clients we are seeing that organizations that have successfully created a guest-centric culture are achieving the most remarkable results in improving guest satisfaction and online reputation. It is essential to have the correct tools in place to obtain detailed insights to help you make the necessary changes to improve your overall reputation. How do review analytics help? Review analytics, combined with guest survey feedback analytics, allow hotels to prioritize operational and service improvements to deliver better guest experiences, drive guest loyalty and increase revenue. We filter out the noise to help staff RJ Friedlander Founder and CEO, Reviewpro focus so they can act on feedback quickly & efficiently. For example, our advanced sentiment analysis now enables you to identify the key concepts such as cleanliness, that are trending up or down, and more importantly, understand why and take appropriate action. You can also create customized views, alerts and automated reports with only the most relevant insights based upon your position within the organization. Our solutions monitor more than 160 review sources in 45+ languages to make sure the right people have access to the right data to make the necessary departmental changes needed to improve guest satisfaction. MOVING THE NEEDLE WITH GUEST INTELLIGENCE Category: eTravel Lab Day 2 Date: March 10, 2016 Time: 5:30 pm - 6:00 pm Location: Hall 6.1, eTravel Lab Friday’s outlook keynote at the ITBBerlin Convention will be hosted by the now familiar face of Doug Lansky. Lansky is renowned as a thought leader in global tourism. His presentations are entertaining and thought provoking and his previous appearances at ITB have filled the auditoriums. We asked him how he sees the current state of play… The digital landscape is constantly changing, with destination marketers trying to figure out what’s the best use of their time and money. A few years ago, it was Facebook and Twitter. Now Instagram is the flavour of the month. But it’s important to look at the numbers... with a younger demographic A FEW YEARS AGO, IT WAS FACEBOOK AND TWITTER. NOW INSTAGRAM IS THE FLAVOUR OF THE MONTH flipping quickly through photos, how powerful are those impressions and how much to they contribute to putting heads in beds? Unlike most speakers on social media, Doug isn’t selling any social media services... just looking at the data. But that’s just one slice. Destinations are also trying to figure out if they should be in the booking and reservation business, or just allow the likes of booking.com to take over. Should they continue to maintain a tourist office or are smartphones and WiFi taking over that role more effectively? So it’s all about trying to get a firmer grip on what technology is useful and when… Sending a digital room key Doug Lansky Travel journalist and author to someone’s phone is a nice tech trick, and we may end up all using that in the near future, but it’s an example of how we often get caught up in the bells and whistles of travel technology instead of the game changers that influence behaviour, spending and sustainability. I want to focus on where digital is making larger strides forward and where it could be implemented to carrying tourism into the future. INTERACTIVE DEBATE: THE FUTURE OF DIGITAL TOURISM Category: ITB Marketing and Distribution Day Date: March 11, 2016 Time: 4:15 pm - 4:45 pm Location: Hall 7.1b, Auditorium London ITB BERLIN NEWS • Thursday 10 th March 2016
