I seen a lot of hotels lose for this reason. They think a renovation is going to save them, but what good is a renovation if you still have terrible service.
Couldnt agree with you more. And so often ignored when analyzing market value. It also works in reverse in that discounted rates will affect guest perception which can affect the scores. You have to be dynamic in your analysis.
What hotel tier do you work for? Your review score analysis is very logical, but doesn’t apply in all scenarios Many luxury hotels have strategic positioning that is supposed to be irrespective of review score to competitor ratio. A hotels long term strategy can’t be based off a stagnant review score on an OTA. Pricing isn’t driven by OTA position. What % of your business comes from OTA? Lots of nuance to be had.
It's so funny you say that, I was in an owners meeting, and he was trying to find his hotel on an OTA website. His hotel wasn't coming up, and the reason it wasn't coming up was because his filter settings were for 8.5 and higher. Had he been a regular customer with the same settings. That customer wouldn't be able to book his hotel because the review score was too low to come up in the search. Most Quality guest search for quality hotels based on their review. Most bargain guests search based price 1st and then review score. It all depends on the type of guest you're looking to attract.
I agree with your review score analysis. My hotel was loosing just for that reason which is why we revised our rate strategy.
I seen a lot of hotels lose for this reason. They think a renovation is going to save them, but what good is a renovation if you still have terrible service.
Couldnt agree with you more. And so often ignored when analyzing market value. It also works in reverse in that discounted rates will affect guest perception which can affect the scores. You have to be dynamic in your analysis.
Most revenue managers miss the importance of it.
Im actually looking for a rev mgr spot right now. I hope to get an assessment to complete from IHG.
What hotel tier do you work for?
Your review score analysis is very logical, but doesn’t apply in all scenarios
Many luxury hotels have strategic positioning that is supposed to be irrespective of review score to competitor ratio.
A hotels long term strategy can’t be based off a stagnant review score on an OTA. Pricing isn’t driven by OTA position.
What % of your business comes from OTA? Lots of nuance to be had.
It's so funny you say that, I was in an owners meeting, and he was trying to find his hotel on an OTA website. His hotel wasn't coming up, and the reason it wasn't coming up was because his filter settings were for 8.5 and higher.
Had he been a regular customer with the same settings. That customer wouldn't be able to book his hotel because the review score was too low to come up in the search.
Most Quality guest search for quality hotels based on their review. Most bargain guests search based price 1st and then review score. It all depends on the type of guest you're looking to attract.