With an education in Hotelmanagement, and international work and study experiences, such as Asia, Europe and Middle East, in

addition to her passion to culture and people, Stefanie gained valuable insights into diverse market segments and travellers
from all over the world. While she started her career with an international hotel chain « Kempinski », she then took over
leadership roles within Rotana in the Middle East, where she was in charge of all guest reviews, including response management
and thus gained first-hand expertise on online reputation management and its integration in the daily hotel life.
Stefanie is no consulting international hospitality associsations, independent hotels and hotel groups to implement effective
strategies for their digital marketing campaigns, using online guest reviews and its data to its full potential and with a benefical
outcome for hotelliers and travelers.
Lorin has 20 years of experience in hotel distribution. He had various roles with some of the largest names of
business solution providers for independent hotels such as AvailPro.

He began at FASTBOOKING in 2012 by leading revenue optimization for the company and rose rapidly to launch the
AccorHotels Marketplace. Since 2015 Lorin has been FASTBOOKING’s Director for Benelux, based in Paris.
E-REPUTATION
 STATS & FACTS

95% of travelers read reviews prior to their booking decision

76% are willing to spend more money on a better-rated hotel

Every other traveller would not book a hotel without a good review reputation

80% of guests book their travels online

85% visit the hotel website prior to booking

Guest Feedback is happening in many ways and
different locations

Social
Networks

Booking Supplier
platforms websites

Search
Blog Forums
Engines

Review
portals
RESPONDING TO
GUEST REVIEWS
Why do travelers read guest reviews?

Identify strengths & weaknesses and its relevance to the travelers’ needs & wants

Filter research according to their travel requirements

(business, leisure – requiring different features)

Seek for personal relation to hotel’s descriptions meeting their travel criteria
(62% read hotel’s responses)
Why respond to guest reviews?
Who should respond to guest reviews?
How to respond to guest reviews?
Let’s play … POSITIVE REVIEW
Response Examples
Dear Trip Advisor Member,

Step One:
Thank you for taking the time to share your valuable comments regarding
your stay at TrustYou Palace.

Step Two:
It warms our heart to know that we were able to exceed your
expectations during your stay with us. Your compliments on our
colleagues’ hospitality, beach facility and food have been shared with the
team.

Step Three:
We appreciate your high recommendation of our property and we look
forward to welcoming your family back during your next visit for another
memorable stay with us.

Yours sincerely,
Let’s play … NEGATIVE REVIEW

“Disappointed ”
Reviewed September 27, 2015

I didn't see the 5 stars. It's more like a 4 star with "beach" ( very
little sand space, more like a sandy ditch and very difficult to go
up and down)
Food was awful both at brakefast and pool restaurant.
Hotel doesn't actually looks like on pictures.
Staff was very nice though.
Response Examples
Step One:

On behalf of Welcome Hotel Palace, we wish to thank you

immensely for taking the time to convey your comments about
your experience during your stay with us.

Step Two:

It is with regret to know that you were not satisfied with our
facility, particularly the beach size. Please be informed that we
have a relaxing beach facility stretching around 200m. There
are a number of photos of our beach taken by Oysters.com,
verified by Trip Advisor which guests are able to view in
advance in order to get an unbiased view of our beach.
Response Examples

Step Two:
Furthermore, we regret to know that you were dissatisfied
with your dining experience at Horizon and Sunset bar. Please
rest assured that your comment has been addressed to our
Executive Chef.
Step Three:
Once again, thank you for your feedback and we are glad to
know that you were happy with our room size and colleagues’
hospitality.

We are hopeful that you will give us the opportunity to better

serve you in the future.

Yours sincerely,

Stefanie Marker
General Manager
Response Examples

Step One:

On behalf of Welcome Hotel Palace, we wish to thank you

immensely for taking the time to convey your comments about
your experience during your stay with us.

Step Two:

It is with regret to know that you were not satisfied with our
facility, particularly the beach size. Please be informed that we
have a relaxing beach facility stretching around 200m. There
are a number of photos of our beach taken by Oysters.com,
verified by Trip Advisor which guests are able to view in
advance in order to get an unbiased view of our beach.
The more reviews the better
THE IMPACT FOR YOUR
HOTEL
Respond to guest reviews

●Detailed responses to all reviews

●Accept criticism
●Think of Future guests
Integrate guest review data on your website
Use your guest review data
Understand & Analyze guest review data

Public display
SEO & web content management

Analysis & implementation of Internal operational procedures

Analysis & implementation of strategic

procedures based on your guest needs
Easy access to target marketing information
Marketing communication
 Manage your Online
Reputation

Improve your hotel Market your hotel to the

product world
 5 Best Practices to
manage your Online
Reputation

#1 Collect guest reviews with your own surveys

#2 Respond actively to all your guest reviews

#3 Integrate active review data onto your website

#4 Use and influence review data throughout all reservation channels of the travelers

#4 Understand and analyze your guest review data

QUESTIONS ?