A privately-owned hotel group based in Berlin, Samuel Braun Hotels believes that “Good experiences create good memories”. It puts great guest experience at the core of the business to stay top of mind with guests and build a healthy online reputation. The group knows that online reputation sustains the business by boosting bookings and revenue, and actively monitors this with the Global Review Index™ (GRI).
Samuel Braun Hotels
•
Europe
How one Hotel Group Set and Achieved Guest Feedback Management Goals
Europe
Area of operation
3
Number of properties
600
Number of rooms
Samuel Braun Hotels achieved notable success in guest feedback management by leveraging Shiji’s ReviewPro. The hotel group improved its Global Review Index™ (GRI) by 2.7%, implemented an effective management response strategy, and significantly boosted review volumes across key OTAs. By using ReviewPro’s solutions, the brand enhanced its online presence and addressed guest concerns efficiently, improving overall guest satisfaction and engagement.
Solutions implemented
Infrasys POS
Reviewpro Reputation
Iceportal Content
Shiji Platform
Daylight PMS
Meridian Experiences
Horizon Distribution
Astral Payments
Twilight Data + AI
Challenges
Samuel Braun Hotels is keenly aware of the importance of online presence and the digital habits of today’s traveler. It is also aware that the online digital world can often seem distant in the everyday lives of hotels staff who are very much dealing with the here and now of hotel operations. The group was looking for a way to bridge the gap between the online and offline world in a clear and easy-to-analyze format.
The Solution
The group started out by setting goals for all major KPIs: GRI™, management response (volume, time), and online review volume. In order to improve each metric, strategies were put into place for both Online Reputation Management (ORM)and Guest Satisfaction Surveys (GSS) solutions.
- GRI™: To improve this metric it is important to collect guest feedback and use it to make the relevant operational and service improvement at a property. At the Samuel Braun Hotels staff is given a weekly and quarterly report of guest feedback. This includes areas they have done well on and areas of improvement. An overall report is also delivered to the CEO.
- Management Response: The group has a dedicated Quality Manager to answer guest reviews with set goals as part of a management response strategy. They must answer 95% of all reviews on all channels, 100% of negative reviews within a maximum of 3 days.
- Review Volume: The group implemented a TripAdvisor Review Collection program to encourage guests to leave reviews there rather than on OTAs and encourage direct bookings.
“We needed a way to collect a large number of reviews in a clear, organized, and understandable way. ReviewPro allows us to build up a picture of our online statistics over a large number of platforms and in many languages, increasing efficiency and saving time and resources.”
-Tom Knizka, Revenue & E-Commerce Assistant
About the
Samuel Braun Hotels
Samuel Braun Hotels is a privately owned hotel group based in Berlin. At the moment Samuel Braun Hotels operates the Savoy Berlin, the Ku’ Damm101 Berlin as well as the about: berlin Hotel.
About Shiji Group
Shiji Group is a multinational technology company that provides software solutions and services for enterprise companies in the hospitality, food service, retail, and entertainment industries, ranging from hospitality technology platforms, hotel management solutions, food and beverage, and retail systems, payment gateways, data management, online distribution and more.
Founded in 1998 as a network solutions provider for hotels, Shiji Group today comprises over 5,000 employees in 80+ subsidiaries and brands in over 31 countries, serving more than 91,000 hotels, 200,000 restaurants, and 600,000 retail outlets.
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