“It’s extremely important to manage our social media channels because of their impact on our revenues.”

Michael Morton
VP, Member Services - Best Western

Winning on All Fronts: How Best Western Drives Multi-Channel Customer Engagement

Doubled the number of reviews on TripAdvisor and improved TripAdvisor scores by as much as 30%

Best Western knows that today’s customer is multi-channel, multi-device, and multi-platform. She checks in online, fills out experience surveys on a smartphone, and shares feedback on social sites like Facebook, Twitter, and TripAdvisor. That’s why Best Western partners with Medallia to engage with customers through multiple channels, including email, web, mobile, and social. This lets the company connect with each customer in the way he or she desires, collect feedback, and take action to improve experiences. After all, the way you engage is part of a customer’s overall experience with your company.

Best Western collects and acts on millions of pieces of feedback: property managers log into Medallia daily to review feedback from customers, identify opportunities for hotel maintenance or operational improvements, and to compare that hotel’s performance within the brand. This continual flood of feedback allows hotel staff to make informed decisions and actions for better operating their hotels and improving guest experiences.

The results of online engagement are staggering. Best Western’s socially engaged properties score 30% higher on TripAdvisor; score two-tenths of a point higher on TripAdvisor’s five-point scale, an advantage that often means the difference between a first- and second-page placement. They generate 64% more reviews, reducing the impact of the occasional “squeaky-wheel” post. In addition, more than 1,200 Best Western hotels—31% of the global portfolio—received TripAdvisor’s Certificate of Excellence, an honor reserved for the top 10% of hotels listed on the site