Ramada Jarvis: Word of Mouth analysis for 66 hotel properties   

The challenge 

 

Ramada Jarvis wanted to understand and quantify what guests to their 66 properties in the UK thought and said about their experience. More importantly, Ramada Jarvis needed a uniform quality score to benchmark service and value at a property and brand level.

 

 

The tailored solution 

We began the process by meeting with key members of the Ramada Jarvis team, including the head of Customer Service, Revenue Management and Marketing. Through the information-gathering sessions, we identified four key performance metrics – Value, Service, Comfort, Location.

Following the information-gathering session we deployed a Word of Mouth Monitoring program identifying the sources, volume and sentiment attached to the Ramada Jarvis, Ramada and Holiday Inn brands. Furthermore, the data was validated and applied to each property. The data was then translated into a common score system based on positive, neutral and negative sentiment relative to value, service, comfort and value. To provide additional insight, the same metrics were benchmarked against two competitors.

 

The results

The results of the Word of Mouth Monitoring revealed a huge gap in performance between properties, and allowed Ramada to address common issues related to service and comfort. The data also identified Tripadvisor as a key source of conversation for the brand, establishing a business case for an on-going blog outreach program.

 

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Ramada Jarvis: Word of Mouth analysis for 66 hotel properties

 

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