Reputation Scorecard is service for the hotel industry, and it mainly tracks a hotel's performance in guest satisfaction based on the Global Review Index™ (GRI), which is a general online reputation score taking into account ratings from online reviews across over 100 different online travel agencies and review sites worldwide.
His main purpose is a general online reputation score for an individual hotel, group of hotels or chain. It is actually based on data taken from all major online travel agencies and review sites and can be calculated for a given point in time.
How does it compare to Trip Advisor Certificate of Excellence?
The TripAdvisor Certificate of Excellence honors select accommodations, attractions, and restaurants that consistently demonstrate a commitment to hospitality excellence. In order to be eligible, a business must maintain an overall rating of four or higher (out of five), as reviewed by travelers on TripAdvisor. Additional criteria include the volume of reviews received within the last 12 months.
Meanwhile in order to calculate the Reputation Scorecard all review sites require the consumer to give a general evalutation of their experience. This quantitative assessment is normally based on a rating between 0-5 or 0-10, but varies by review site.
Which is more important to a hotel, why?
In my opinion, we can say that the Reputation Scorecard might be more relevant than the Trip Advisor Certificate of Excellence in order to recollect specific data from several sites (and not only one OTA) such as reviews. Also it allows to benchmark a given hotel, analyze the competition and follow the evolution of hotel's performance over time.
However in order to be a referent in the guest's mind, the Trip Advisor Certificate of Excellence might be better for the Hotel marketing department, in order for example to broadcast a positive view on specific services (such as F&B deparment, Rooms Division etc.), as this brand is known worldwide.
CHOICE OF THE CITY : SAN FRANCISCO
1. Hotel Drisco
There's a special heading called "Why stay with us?" on the main page of the official website where they promote their winning price of TripAdvisor's top 25 hotels in the United States as you can see below.
The hotel also includes guest reviews, as you can see in the column "Testimonials" coming from different sources such as Yelp, guests comment cards, Trip Advisor etc.
Expedia :No answers to guest review from the hotel.
Venere: No answers to guest review from the hotel.
Agoda : No answers to guest review from the hotel.
From TripAdvisor, is surprising to see that they do not answer their guest reviews, as they rank 1st among 250 + hotels in the San Francisco Area.
2. Omni San Francisco
We can see that Omni San Francisco highlights in their home page of their website the TripAdvisor certificate of excellence as you can see below. There is also a special section in order to "show off" their main awards and accolades.
Expedia :No answers to guest review from the hotel.
Venere: No answers to guest review from the hotel.
Agoda : No answers to guest review from the hotel.
Trip Advisor : Same results than the previous ones, no answer whatsoever from the management staff to the guests.
3. The Inn at Union Square
We can say that The Inn at Union Square has centralized in one page their Certificate of excellence from TripAdvisor and their guest comments as you can see below.
Expedia :No answers to guest review from the hotel.
Venere: No answers to guest review from the hotel.
Agoda : No answers to guest review from the hotel.
Trip Advisor: Surprising again, no answers from the hoteliers to guest comments in Trip Advisor.
4. Fairmont Heritage Place, Ghirardelli Square
For this particular hotel, there is no Certificate of Excellence but only a column named "reviews" where you can see the Trip Advisor Traveller rating and the Trip Avisor popularity index. There's also a direct link that leads to the TripAdvisor website in order to see several reviews.
5. St Regis Hotel
This hotel has two types of reviews, at the top you can see the hotel's website reviews (with a rating of stars implemented). At the bottom of the page there's the TripAdvisor reviews (also it leads to several social media websites linked with the St Regis Hotel such as Twitter or Facebook).
Key findings of the research
- Millenials (generation Y) is a major demographic for unique, independent and boutique hotels
- There's an explosive interest in peer-generated reviews
- Positive reviews influence buying decisions
According to the article, there is a survey made by the market research firm Dimensional Research that showed 90% of respondents said that positive online reviews influenced their buying decision. On the other hand, 86% said that negative reviews have a direct impact on shifting their purchase choices. This is why bad publicity can have an important impact for the overall image of an hotel, or the positioning adopted by the hoteliers.
Personal opinion
I mostly agree with the findings : there was an elaborate research made in order to get to those results. We have a mix of theories and facts that blend in well with the subject of the importance of peer reviews. Since I'm myself a "millenial", I recognized myself in the description made by the article "looking to hack travel and get something special, based on their perception about what everyone else doesn’t have".
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