Mövenpick Hotels & Resorts Reinforces Service Excellence with Increased Monitoring & Transparency in Online Reviews
Mövenpick Hotels & Resorts is a collection of upscale accommodations, spanning Europe, Africa, the Middle East and Asia. The Zurich-based company prides itself on delivering premium service, culinary enjoyment and sustainable environments, all delivered to guests with a personal, friendly touch.
Mövenpick Hotels & Resorts were early adaptors in recognizing the value of monitoring and responding to online reviews and feedback. As review and social media platforms began emerging, the company knew these opinions were a valuable source of insight and would have a significant impact on guests’ search and buy process. As more and more sites and social media platforms developed, social monitoring became difficult and time consuming.
Heiko Siebert, VP of Distribution was feeling the pressure, “The influence of customer review portals and other social media sites on customer decisions has increased enormously, not only for Mövenpick Hotels & Resorts but for the entire travel industry. Early on we were already paying attention to customer review portals and had engaged them accordingly. These sites became so numerous that it was virtually impossible for any one hotel to capture everything being said. If you don’t know what is being said, you can’t respond.”
Siebert needed a scalable solution so the company could continue tracking all the chatter and engage its guests, simply and effectively. In 2009, Siebert turned to TrustYou as its online reputation management partner. The benefits to Mövenpick were, and continue to be, impressive. Internally, Mövenpick has improved its reporting and competitive intelligence. Externally, the company benefits from TrustYou with improved and personalized service and has even redesigned its website to include each hotel’s TrustScore to convince customers of its hotels’ great reputation.
Better Service, Badge of Honor & Truth in Transparency
As part of its standard reporting, Mövenpick Hotels & Resorts now tracks the TrustScore – a score out of 100 representing all online opinions – for each of its hotels. When the brand launched its re-designed website last year 68 of the brand’s 71 hotels put the TrustScore on its homepage. Of these hotels, 16 boast excellent ratings, 37 very good and 7 are good. What’s more is that this easy-to-read rating shows potential guests that the hotel has nothing to hide. With a focus on customer service, and great customer feedback/scores, the properties use the TrustScore as a badge of honor, as they rightly should. And a little friendly competition never hurts. Siebert admits that there is some internal competition to increase rankings and get the best possible TrustScore. And, of course, the end result for guests is the best possible hotel experience. Since putting its TrustScore on the website, overall review scores have improved, driven by higher opinions about service. Eight of Mövenpick’s hotels have improved service scores by more than 2% in the last three months.
More Insight, Less Time
With the click of a button Mövenpick Hotels & Resorts has access to all its reviews, and how they stack up vis-à-vis the comp set. They are able to see management response rate, trends, category sentiment, etc. in one easy-to-view dashboard. As a result, the company has saved significant labor costs in the process. Says Siebert, “More than four years ago, we started tracking the web portals at high labor cost. With TrustYou this is much simpler. We can track the reputation of our hotels, react immediately to criticism, and capitalize on our strengths within minutes, instead of hours.” The brand has gained positive momentum in this space while conserving valuable man hours.
Bottom Line: Reviews Translate to Revenue
“We have determined that reviews have a direct influence on the bookings and conversion rates,” said Siebert. Using the TrustScore, Mövenpick Hotels & Resorts leverages its reviews to further improve conversion rates.