1. Setting Benchmarks
TOP 10 Holiday Parks took on ReviewPro’s Online Reputation Management (ORM) and Guest Satisfaction Survey (GSS) solutions in2017. Three metrics that would be used to benchmark success were identified at the corporate level and tracked at both the individual property and brand levels.
• Global Review Index™ – achieve a minimum of 75% (Classic parks),80% (Superior parks) and 85%(Premium parks)
• Service Semantic Mentions – must be at 80% positive or more for all park types
• Cleanliness Semantic Mentions –must be at 80% positive or more for all park types
Results are openly shared to encourage healthy competition among properties in the group. As a first step the Central Office works with properties that are under performing in an effort to support them to reach the agreed level. If a property fails to reach the agreed thresholds, it is given a warning to improve within an agreed-upon timeframe. If the property doesn’t meet the requirements, it has to undergo a performance management process and may ultimately lose its franchise license if performance thresholds are not met.
At the other end of the scale, the best performers, as measured from guest feedback performance metrics provided by ReviewPro, are recognized at an annual gala dinner.
2. Listening to Guest Feedback
Guest feedback is gathered from both online reviews and survey responses by individual properties. Issues that affect the guest experience are directly identified via the post departure survey tool and insights are used to make decisions on operational and service improvements. Implementation examples from 2018 include:
•Improvement in amenities:
Providing appliances (toasters, microwaves) and other utensils(plastic cups for kids).
•General site facilities:
Adding shower and toilet facilities, implementing a mattress replacement scheme.
•Prioritizing of larger capital projects:
Installation of hot tubs, building a playground, replacing cooking or washing areas, installing security cameras.
“I knew that my communal kitchen and my TV lounge was my weak point, but I didn’t know to what degree my customers were annoyed with it. After seeing the real impact the reviews were having I have now brought the whole project forward. ReviewPro is certainly a valuable tool for my business.”
-Kordula Daniel, Ohakune TOP 10, park owner.
