TOP 10 Holiday Parks is a New Zealand holiday park and campground provider with 50 franchise properties. The group employed ReviewPro’s solutions to benchmark and track brand standards across all its properties and to identify and implement facility and capital expenditure improvements.
TOP 10 Holiday Parks
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Asia Pacific
How TOP 10 Holiday Parks Aced its Key Metrics by Listening to Guest Feedback
Asia Pacific
Area of operation
45+
Number of properties
100+
Number of rooms
TOP 10 Holiday Parks used ReviewPro to improve guest feedback management, leading to higher GRI™ scores, improved facilities, and increased positive reviews on service and cleanliness. The insights also helped accelerate capital expenditure projects.
Solutions implemented
Infrasys POS
Reviewpro Reputation
Iceportal Content
Shiji Platform
Daylight PMS
Meridian Experiences
Horizon Distribution
Astral Payments
Twilight Data + AI
The Client
The Challenge
It is a challenge for any brand to guarantee standards across such a large number of individually-owned franchises. The brand was looking for a way to standardize and measure performance, in real time, across all properties and track this over time. It was also looking for a reliable source of guest experience feedback to help inspire operational and service improvements at the individual property level.
The Solution
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.
“ReviewPro has delivered in spades. We are now able to track what our customers are saying about our properties either through real-time reviews or post departure surveys, and then action this feedback on an individual or group level.” “The ability to benchmark properties against their prior results and against others in the group has proven invaluable in the quest for ongoing improvement and bottom-line business growth.”
-David Ovendale, CEO of TOP 10 Holiday Parks NZ
The Results
TOP 10 Holiday Parks has shown improvements in all key metrics since starting with ReviewPro in 2017:
•GRI™ increase of 1.6%
•The ratio of positive mentions for Service increased by 3.6%
•The ratio of positive mentions for Cleanliness increased by 2.8%
These improvements are expected to have a direct impact on the bottom line. Research from Cornell University using ReviewPro’s GRITM data found that an increase in GRITM results in higher ADR, occupancy and RevPAR.
The industry-standard Global Review Index™ (GRI) is an online reputation score based on review data collected from 175+ OTAs and review sites in 45+ languages. The GRITM is used to benchmark an individual property or group, compare results between properties or against competitors and track the evolution.
About the
TOP 10 Holiday Parks
TOP 10 Holiday Parks is New Zealand’s leading holiday park network, with 49 locations nationwide. Offering a range of accommodations, including motels, cabins, and campsites, the brand is known for family-friendly stays, quality facilities, and excellent service.
With a focus on guest satisfaction, TOP 10 continuously enhances its parks based on guest feedback.
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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