Zürich Hotels Mine for Data & Hit Gold: Ahead of Munich in Review Response Rate, TrustScore & Business Traveler Ratings
TrustYou Analyzed Online Reviews from Six European Cities for Zürich Hoteliers & Zürich Tourism to See How Properties Stacked Up Against Competition
Munich, Germany & Dallas, USA – June 18, 2013 – Zürich Hoteliers and Zürich Tourism did not want to just talk about being better than its competitors, they wanted to prove it. Thus they enlisted TrustYou, an online reputation management (ORM) market leader and travel technology company, to analyze online reviews from hotels in the following European cities: Amsterdam, Gothenborg, Munich, Valencia, Vienna and Zürich. The cities were identified by Zürich as its top competitors and the hotels that were part of the study came from the official DMO property listing. The results were interesting and while Zürich was not in the number-one spot of every category looked at, they were ahead of its top competitor, Munich, in virtually every segment. Here is a closer look at the findings, which were based on a three-month span of data analysis ending February 28, 2013:
Top of the TrustScore: Out of a possible 100, Zürich hotels had an overall TrustScore of 80.75, second only to Valencia with a TrustScore of 82.01. Munich came in at 78.54, ahead of only Amsterdam at 76.98. The TrustScore is a compilation of guest feedback across all major user-generated review sites to measure how a hotel is ranked in one single, easy-to-read, centralized “TrustScore.” Content from over 250 sites go into the determination of this ranking.
A Win is a Win: Looking at the highest TrustScore for five-star properties Zürich edged out Munich with its top TrustScore coming in at 86.66, marginally above Munich’s 86.18 for the best-rated hotel in the destination. An even closer category between Zürich and Munich was looking at reviews commenting favorably on service; Zürich averaged 82.46, with Munich coming in at 82.12 (the leader was Valencia at 85.22). Munich did, however, come out ahead of Zürich when looking at lowest TrustScore for a one-star hotel, which was 74.77 in Munich and 68.93 in Zürich.
Business Travelers are Bragging: Zürich took home the gold when it came to the opinions of business travelers with 87.36 of reviews being very positive. Munich took the number two spot in this category with 84.22 and Valencia rounded out the top three with 83.33. In the five-star business travel category Zürich had an impressive 91.53 give the properties rave reviews compared to 86.92 in Munich.
We Hear You, Says Zürich: When guests comment on Zürich hotels the properties not only listen, but they respond far more than any of the competition. Zürich is leading the pack with a 34% response rate in February, 33% in January, compared to 21% and 20% response rate by Munich hotels in these same months in 2013. The average rate of the six destinations is 17%. Taking a closer look at responses, Zürich’s five-star properties lead the pack within the city with a 43% rate, four-stars responding 32% of the time. In Munich five-star accommodations respond nearly half the time (49%), with four-star hotels answering one quarter of the time (25%).
Room for Improvement: Zürich learned that its properties could grow in the volume of reviews collected measured alongside the competition. Zürich hotels collected an average of 49 reviews per hotel in a three-month span, compared to 118 in Amsterdam, 98 for Vienna and 86 in Munich over this same timeframe.
Zürich Hoteliers and Zürich Tourism also looked at where its survey results were best across its top review platforms. VirtualTourist.com had an average score of 86.74, with TOPHotels.ru coming in at 83.65. The number one spot for Zürich Hoteliers came from the TrustYou Survey that they proactively send to guests where they had an impressive 90.37. Reviews on Google Places and Google+ proved to be below average.
“The amount of user-generated content available today is amazing,” said Jörg Arnold, president of Zürich Hoteliers. “We wanted to take advantage of all the data for Zürich and our top competitors and see what the reality is based on what our customers, and theirs, are saying. We were extremely impressed with the volume of data and level of analysis that TrustYou was able to provide. We now have a strategy and road map on where we need to continue to excel and our areas for improvement. ”
Media Contact: Carla Caccavale, Carla.Caccavale@TrustYou.com, +1 914-673-0729
Since 2008, TrustYou has set the standard for reputation management with solutions for hospitality-industry businesses to analyze online reviews, tweets and posts across the social web, to gather trusted reviews directly from its customers, and to use the authentic conversations to successfully market online reputations.
TrustYou’s monitoring dashboards capture sentiment and opinions from millions of comments in one easy-to-view place from sources like Tripadvisor, Facebook, Google+, Twitter, Yelp and more across 23 different languages. In addition, TrustYou provides free online customer satisfaction surveys and marketing tools for all hotels. TrustYou's international team hails from 23 countries and speaks more than 20 different languages. The company already has more than 12,000 customers in 60 countries and monitors over 400,000 hotels, provide an extensive base for competitive analysis. TrustYou’s clients include individual hotels, independent boutique chains, destinations and major global brands such as Accor, Marriott, Starwood, Hard Rock Cafes and Best Western Hotels. The company’s partnerships span an impressive variety of organizations; from tech companies like Google, Trust and Micros, to destination-specific alignment with Germany and Switzerland to improve the countries’ official star-rating systems for hotels. TrustYou’s headquarters are in Dallas, USA and Munich, Germany, with further representatives in the U.K., the Netherlands, France, Central Europe, Asia and Australia. To learn more about TrustYou visit trustyou.wpengine.com.
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