The Impact of Social Media on Lodging Performance
The Impact of Social Media on Lodging Performance
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发表时间：
2012-11
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通讯作者：
C. Anderson
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作者：
C. Anderson
社交媒体被吹捧为在酒店业的许多方面发挥着越来越重要的作用，包括客人满意度和流程改进。然而，社交媒体更有趣的一个方面是，它们有可能通过推动消费者的购买模式和影响住宿表现来推动市场。在缺乏一个全面的尝试来量化社交媒体对住宿表现的影响，如预订，入住率和收入，这份报告使用康奈尔大学酒店研究中心的独特地位，联合收割机数据从三个研究合作伙伴（ReviewPro，STR和Travelocity），和其他两个数据提供商（comScore和TripAdvisor）在第一次尝试确定投资回报率的社交媒体努力。分析得出以下结论。首先，消费者在预订酒店房间之前在TripAdvisor上咨询评论的比例随着时间的推移而稳步上升，他们在选择酒店之前阅读的评论数量也在稳步上升。其次，来自Travelocity的交易数据表明，如果酒店在5分制中将其评论分数增加1分（例如，从3.3到4.3），酒店可以将其价格提高11.2%，并且仍然保持相同的入住率或市场份额。第三，为了衡量用户评论对酒店定价能力、消费者需求和收入表现的影响，该研究使用了来自ReviewPRO和STR的匹配样本数据。通过将ReviewPRO的全球评论指数TM与STR的酒店销售和收入数据相匹配，一项回归分析发现，酒店的在线声誉得分每增加1%，以酒店的平均每日房价（ADR）衡量，价格上涨了10%。同样，这1%的声誉增长也导致入住率增长高达0.54%。最后，这1%的声誉提升导致每间可用客房收入（RevPAR）增加1.42%。
Social media has been touted as having an increasingly important role in many aspects of the hospitality industry, including guest satisfaction and process improvement. However, one of the more intriguing aspects of social media is their potential to move markets by driving consumers’ purchasing patterns and influencing lodging performance. In the absence of a comprehensive attempt to quantify the impact of social media upon lodging performance as measured by bookings, occupancy, and revenue, this report uses the unique position of Cornell’s Center for Hospitality Research to combine data from three CHR research partners (ReviewPro, STR, and Travelocity), and two other data providers (comScore and TripAdvisor) in a first attempt at determining ROI for social-media efforts. The analysis finds the following. First, the percentage of consumers consulting reviews at TripAdvisor prior to booking a hotel room has steadily increased over time, as has the number of reviews they are reading prior to making their hotel choice. Second, transactional data from Travelocity illustrate that if a hotel increases its review scores by 1 point on a 5-point scale (e.g., from 3.3 to 4.3), the hotel can increase its price by 11.2 percent and still maintain the same occupancy or market share. Third, to measure the impact of user reviews on hotel pricing power, consumer demand, and revenue performance the study uses matched-sample data from ReviewPRO and STR. By matching ReviewPRO’s Global Review IndexTM with STR’s hotel sales and revenue data, a regression analysis finds that a 1-percent increase in a hotel’s online reputation score leads up to a 0.89-percent increase in price as measured by the hotel’s average daily rate (ADR). Similarly this 1-percent increase in reputation also leads to an occupancy increase of up to 0.54 percent. Finally, this 1-percent reputation improvement leads up to a 1.42-percent increase in revenue per available room (RevPAR).