31 Jul 09 |
Category: Synthesio news
Synthesio, a firm specialized in the analysis of online articles, comments and reviews, has just launched a new tool specially designed for hotel chains : Hospitality.
Already present among the large consumer brands, Synthesio has taken advantage of its monitoring expertise and technological foundation to address a sector rich in complexities.
One of the particularities of hotel management professionals is the wide range of services that they offer (overnight stays, restaurant service, recreational activities, pool and spa, etc.) that now also include the thousand and one services offered to increasingly demanding customers (handicapped accessibility, room service, group activities, etc.) without forgetting highly strategic points that may include the soundproofing of the rooms or the cleanliness of the bathrooms!
During the creation of Hospitality, the name given by Synthesio to its online monitoring tool, the difficulty was to be able to create an ergonomic and user-friendly solution given the large mass of information on topics as wide ranging as “fast check-ins”, “squishy beds” and “surly barmen”…
However, Synthesio has managed to do just this, as one of the most prestigious international hotel chains has recently agreed to use Hospitality to analyze the body of articles online relating to its various brands.
In fact, Hospitality, a true “automated focus group”, currently monitors thousands of internet users’ opinions that are published on a daily basis on more than 20,000 hotels and 40 hotel chains worldwide.
Thirty criteria of analysis are taken into account (comfort, cleanliness, location, service, etc.) and are compared with those of the competition.
In addition, the online dashboards of Hospitality display a ranking of the most popular hotels online. They also analyze rumors and trends associated with strategic decisions of the hotel management profession. Influencers (brand advocates and detractors) are identified in order to allow an immediate reaction, if necessary.
Lastly, due to their detrimental effects on the brand image of a group, extremely negative opinions are identified and reported via systematic alerts.
The innovative technologies developed by Synthesio offer marketing and operational managers the capacity to follow their brand image in real time on all forms of alternative and social media: discussion forums, blogs, consumer reviews and opinions, online shopping and booking sites (Booking.com, Expedia, Tripadvisor, etc.).
Loic Moisand, co-founder of Synthesio, maintains that “an article published on an influential site is capable of generating several hundreds of user comments in only a few hours. Warning a hotel early on gives it a chance to correct the problem, improve its service and prove to its clients its dedication to a quality experience.”
