Paul Mulcahy, Senior Vice President Commercial at Mövenpick Hotels & Resorts shares insights about how Facebook reviews factor in to the company’s online reputation management strategy. Mövenpick Hotels & Resorts is a collection of upscale accommodations, spanning Europe, Africa, the Middle East and Asia. The company is of Swiss heritage and with headquarters in central Switzerland (Baar) and prides itself on delivering premium service, culinary enjoyment and sustainable environments, all delivered to guests with a personal, friendly touch.
Q. What is your approach to Mövenpick’s online reputation management program?
A. Mövenpick Hotels & Resorts was early to acknowledge the importance of reviews and social media. We have been working with TrustYou since 2009 as our online reputation management provider to monitor reviews about our properties, respond to those reviews, and fix any problems that we see arising. Internally, working with TrustYou has helped Mövenpick to improve its social media reporting and competitive intelligence, and externally, we’ve been able to use TrustYou’s data to improve and personalize service within each of our hotels.
Q. How does Facebook play in to this program?
A. Facebook is an extremely important platform for Mövenpick Hotels and Resorts. Rather than just listening to or directly marketing to our fans, Facebook allows us to truly engage in a 2-way dialogue with our Facebook community. We use Facebook to enhance the guest experience with behind the scenes photos, interviews with our staff, extended information about our hotels and surrounding areas, customer service, and more. These initiatives have worked well; we have been rewarded with a very active and constantly growing Facebook community.
Q. How have you tackled Facebook reviews?
A. We see Facebook reviews as another review platform, just as important as any other. The difference is that since the launch of Facebook reviews, we have seen feedback on this channel skyrocket.
Q. Are you able to share any stats that back this up?
A. Facebook is a quickly growing review platform for us. In the past month, Facebook reviews accounted for nearly 23% of all of our reviews, and scores on Facebook were 9% higher than our average review scores across all other platforms. We therefore welcome this feedback and see this platform as a great source for reviews and customer feedback.