Cumulus Resort Airport Congress Center hotel online review analysis
Kalliomäki, Saku (2017)
Kalliomäki, Saku
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017061613693
https://urn.fi/URN:NBN:fi:amk-2017061613693
Tiivistelmä
The aim of the thesis is to find easily implemented solutions to better the online reviews of Cumulus Resort Airport Congress Center. Guest reviews are a valuable marketing tool for online reputation for hotels. Online reviews have a direct effect on sales and therefore the revenue of the hotel.
The thesis starts by introducing Cumulus Resort Airport Congress Center hotel and the reasons for this study. Then it takes a general look of online reviews and the importance of them. Background is provided on the platforms of online reviews and the methods they are posted. Theoretical look is taken at the process of the feedback, customer satisfaction and guest-centricity. Then the thesis goes on to provide results of data analysis, conclusion of the results and suggestions based on them.
The research method used is quantitative in nature. The online review sample is gathered from reviews submitted in March 2017. Then the sample is heat mapped using online reputation management tool TrustYou. From this heat mapping the reviews will receive a numerical value for different categories. From these results it is analysed what the hotel should do in order to highlight the positive and eliminate the negative.
The results showed that the main reason that is bringing the review score down is the quality of the hotel room. This was established in the thesis, but as the goal is to find easily implemented changes, renovation of the rooms was not considered key finding.
Several small but instrumental findings were made based on the review analysis. These are best described by small factors like the temperature of the pool or the marketing of the pub. These small but easily implemented findings were the main target of the thesis.
Ultimately the key finding was about service and how it possibly affects multiple categories of the results. Service culture was found to be the key element on improving the review rate for the hotel.
Then the thesis suggests changes to daily duties where improvement on online ratings can be made. These suggestions include service culture, food consistency and simplifying the booking process.
The thesis starts by introducing Cumulus Resort Airport Congress Center hotel and the reasons for this study. Then it takes a general look of online reviews and the importance of them. Background is provided on the platforms of online reviews and the methods they are posted. Theoretical look is taken at the process of the feedback, customer satisfaction and guest-centricity. Then the thesis goes on to provide results of data analysis, conclusion of the results and suggestions based on them.
The research method used is quantitative in nature. The online review sample is gathered from reviews submitted in March 2017. Then the sample is heat mapped using online reputation management tool TrustYou. From this heat mapping the reviews will receive a numerical value for different categories. From these results it is analysed what the hotel should do in order to highlight the positive and eliminate the negative.
The results showed that the main reason that is bringing the review score down is the quality of the hotel room. This was established in the thesis, but as the goal is to find easily implemented changes, renovation of the rooms was not considered key finding.
Several small but instrumental findings were made based on the review analysis. These are best described by small factors like the temperature of the pool or the marketing of the pub. These small but easily implemented findings were the main target of the thesis.
Ultimately the key finding was about service and how it possibly affects multiple categories of the results. Service culture was found to be the key element on improving the review rate for the hotel.
Then the thesis suggests changes to daily duties where improvement on online ratings can be made. These suggestions include service culture, food consistency and simplifying the booking process.