Ugly Rumours, Bad Reviews and Good Advice: Using Social Media

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Ugly Rumours, Bad Reviews and Good Advice: Using Social Media to Manage Guest Comments

Oriol GarcíaPORTAVENTURA

24/09/2014.



• Video


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Travel review sites


Travel review sites

• A key platform for any brand in our sector• Point of reference for purchase decisions• Recommendations from other consumers are key drivers to

decisions made during the buying process• Reviews could have a strong impact on our business


Management tool


Supervising and reporting


Supervising and reporting

Opinión Date Place Source Language Hotels Restaurants SAC Cleanliness Queues Quality/Price Park Site Shows Title Opinion Answer

50% 23/06/2014 PortAventura Hotel Gold River Logitravel Español N P P Su ubicación y la decoración del…

Su ubicación y la decoración del área es fantástica. El hotel es limpio y tiene buenas instalaciones. Las cenas horribles. Las camas muy incómodas: los colchones como piedras y las almohadas impresentables. Una lástima

No permite respuesta

79% 30/06/2014 PortAventura Hotel Gold River Booking Español P P Ambientación del hotel muy... Positive: Ambientación del hotel muy bien.Desayuno bien.. NO

100% 21/06/2014 PortAventura Hotel Gold River TripAdvisor Inglés P P GREAT FAMILY DESTINATION

We stayed one night in this hotel at a family "bungalow". It was an excellent 5‐star choice, with complete amenities, clean rooms, beautiful wild‐west decoration theme and helpful multi‐lingual staff. The car parking was available at the door step and was free for the whole stay and after the check‐out until the end of the day. The one night package included 2‐day unlimited passes to port Aventura amusement park and breakfast buffet that was excellent by all standards. The dinner buffet was as good with adequate options to satisfy diverse taste of customers. the value for the money is unsurpassed specially for mid‐week offers.

NO

40% 28/06/2014 Portaventura Park TripAdvisor Inglés N P Portaventura theme park

Our second visit to the park and a waste this time we bought a 3 day 2 park ticket for us we would only do one day and just at the waterpark as the kids got more use at it. On our first full day to the theme park as a group with 4 children aged 12, 10, 6 and 4 yrs the kids only got on 2 rides each even though our group split up taking younger to sesame land and older to bigger rides as the queues were very long and we were disappointed that even though seasame land is for younger kids there was still a few rides our 4 year old was too small to go on and we seen a few young children upset by this. The

Dear XXX. We are very disappointed to hear that your experience at PortAventura was lessthan you expected. We understand from your report that your visit was not as it shouldhave been due to height restrictions, also at Sesame Street area. Please, see that facilitiesfollow security reasons, in order to ensure the visitors safety. Please accept our apologiesfor all the inconvenience you have been caused. We thank you very much your commentsaround and have noted your suggestions. Regards, PortAventura

60% 29/06/2014 Portaventura Park TripAdvisor Inglés P meh

PortAventura was okay, depends what you compare it too. Compared to Florida it does not fair well, however up against Alton Towers it probably falls just short of average. Plus side is that staff were very friendly and willing to help. NO

100% 07/06/2014 Portaventura Park TripAdvisor Inglés P P fun in the park

So much to do so many shows ,the rides are hairy ,but lots of fun , for the elpaso where we stayed we could eat in the park saved comin back to eat in the hotel ,sesame land was nice for the 5 year old ,we only managed to go the park once so much to do . NO


Travel review sites

• What do we do?• Daily monitoring and review• Ongoing responses to bad reviews• Assign quantitative rating to all our comments• Tag all our reviews and classify them by issue reviewed• Complete quantitative and qualitative reports

M5

Slide 9

M5 I don't quite understand as 'quantitative punctuation' is a literary grammar term. Does it mean assign a score/grade to all comments?

'Grade all our comments''Assign a quantitative rating/score to all our comments'Marco, 9/18/2014


Reputation management 360º

PR

Guestservice

Security

Restaurants

Hotel receptions

Call centre


Preventive detection

Park/ Hotel

Guest service

Social media

Travelreview


Preventive detection

• Integrate the reputation management team in the Operations meeting

• Dialogue allows detection of potential problems: • Attractions closed • Bad weather forecast• High attendance affecting cues• ...

BBL2

Slide 12

BBL2 'Queues' not 'cues'. However this has been changed to 'waiting times' porque PA no quiere hablar de colas por ser un término negativo y siempre nos comentan llamarlas (tiempos de espera) BBL, 9/19/2014


How should we respond?

• Concentrate efforts on bad reviews:

• Detect particular problems

• Respond if you can provide positive information or if you can communicate that a problem has been solved

• Detect recurrent problems


How should we respond?


Impact of responses

• We don’t have an effective way to measure the impact of responses but there are clues:

• Call centre registers more and more people calling to check reviews they have read before making the reservation

• Other reviews referencing answers given by the company• Clients explaining to us what they have read


Blackmail management

• Threats to write bad reviews• Important preventive detection

• Keep e‐mails/letters• Challenge the validity of these reviews using

the above documents


Foster positive comments


Thank You For Your Attention.

Documents

Ugly Rumours, Bad Reviews and Good Advice: Using Social Media