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Mexico · Hotel group
A 35-hotel Mexican chain
Two audits of 35 hotels, two years apart. The average content score rose 43% and 30 hotels improved by 5 points or more.
Results
+43%average content score
30/35hotels improved by 5 points or more
+74%hotel-website score
−20 ptsless content needing correction (62% to 42%)
Quality Score
44 → 62
Score by channel, first audit and second audit.
Before After
- Expedia55 → 68
- Booking.com43 → 57
- Hotel website36 → 62
What we found
- Photo galleries often did not show each hotel's competitive advantages, mainly because the hotel content tool fed the OTAs directly and tagged some photos wrongly.
- Room photos did not show the difference between room categories.
- Replies to guest reviews were inconsistent in form and in timing.
What we did
- Two audits of 35 hotels on Expedia, Booking.com and the hotels' own websites: about 70,000 content elements checked in the first round.
- Advice to keep the content tool as the central photo store, but disconnect it from Expedia and Booking.com and upload the official photos by hand, in a strategic order.
- Standards for answering reviews, and training for everyone who replies online.
The engagement
- Package
- Basic
- Duration
- Two audit rounds, 2021 to 2023
- Channels
- Expedia, Booking.com, Hotel website
Next storyThe chain's 14 resorts →“There is no perfect hotel: some improved their photos, others their content, and others the way they answer guest reviews.”
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