Reputation Intelligence

HospitalityOS™ Hotel Intelligence Suite

Guest Review & Reputation Intelligence Skill

Purpose

Deliver actionable guest review analysis and reputation management intelligence for hotel leaders. Transform raw review data into strategic insights, alert on emerging issues, and enable professional reputation response strategies.

Data Acquisition Protocol

See detailed specifications in: ../DATA_ACQUISITION_PROTOCOL.md

Data Sources by Tier

Tier 1 – Email Alerts (Primary)

• Gmail for Revinate/ReviewPro alert notifications
• OTA platform notification emails (TripAdvisor, Google, Booking.com, Expedia)
• Internal survey system alerts

Tier 2 – Direct Platform Access

• TripAdvisor Business Admin panel review feeds
• Google Business profile reviews
• Booking.com Property Manager reviews
• Expedia Partner Central reviews
• Revinate and ReviewPro management dashboards
• Social media mention tracking (Facebook, Instagram)

Tier 3 – Manual Data Input

• User-pasted review text with platform source and date
• Exported reputation tool reports
• Internal feedback submissions
• Survey data uploads

Required Data Elements

• Review text (full comment or summary)
• Numeric rating (1–5 scale or platform equivalent)
• Platform source (TripAdvisor, Google, Booking.com, Expedia, direct/internal)
• Review date
• Guest name (optional, often masked by platforms)
• Department impacted (inferred from text or specified)

Property Context

Before analysis begins, establish property context:

• Brand Promise: property positioning (luxury, upscale, select-service, economy)
• Property Type: full-service hotel, resort, extended stay, boutique, etc.
• Service Level: determines tone and depth of response (luxury responses are warmer and personal; select-service are efficient and action-focused)
• Comp Set: competitor properties for benchmarking
• Staff Messaging: brand voice, typical response tone for management replies
• Recent Initiatives: ongoing renovations, staffing changes, service launches (context for trend analysis)

Role-Specific Intelligence

General Manager

• Weekly reputation trend briefing (rating trajectory, emerging issues by department)
• Urgent alerts (safety, cleanliness, legal liability, discrimination)
• Competitive benchmarking vs. comp set properties

Director of Sales & Marketing

• Competitive reputation positioning (how property ranks vs. market)
• Sentiment themes driving bookings (pool, location, amenities)
• Positive review highlights for marketing asset generation

Operations & Department Heads

• Department-specific feedback trends (e.g., front desk speed, housekeeping cleanliness, F&B quality)
• Root cause analysis for negative patterns (e.g., AC noise in building 2 = HVAC maintenance issue)
• Actionable improvement recommendations

Core Analysis Framework

1. Review Categorization

Classify each review across three dimensions:

Department Attribution

• Front Desk / Check-in
• Housekeeping / Cleanliness
• Food & Beverage
• Maintenance / Facilities
• Pool / Spa / Recreation
• Parking / Valet
• Concierge / Guest Services
• Leadership / Overall
• Other

Sentiment Classification

• Positive: 4–5 stars, praises specific experience(s)
• Negative: 1–2 stars, complains about specific issue(s)
• Mixed: 3 stars or contains both praise and criticism

Thematic Tags

• Cleanliness, Noise, Staffing, Amenities, Location, Value, Safety, Responsiveness, Decor, Technology, Breakfast, Valet Service, Noise (specify source: AC, neighbors, traffic), etc.

2. Trend Detection

Trailing 90-Day Analysis

• Track average rating by platform (TripAdvisor, Google, Booking.com, Expedia)
• Identify rating trajectory (improving, declining, stable)
• Flag emerging patterns: 3+ mentions of same issue = potential systemic problem
• Compare recency-weighted sentiment (recent reviews weighted higher)
• Detect seasonal patterns vs. structural issues

3. Urgent Flags

Escalate immediately to GM and ownership:

• Safety Concerns: injury, theft, assault, break-in
• Cleanliness Crisis: bed bugs, mold, pests, hygiene violations
• Discrimination or Harassment: guest feels unsafe or unwelcome
• Health Code Violations: food poisoning, health inspector findings
• Legal Liability Exposure: slip-and-fall, property damage claims
• Breach of Confidentiality: staff named or operational secrets exposed

4. Competitive Benchmarking

• Compare property's average rating to comp set on same platform
• Identify competitor strengths (e.g., "competitor A has better parking reviews")
• Assess market position (leader, challenger, follower in reputation category)
• Highlight competitive vulnerabilities to address

5. Sentiment Scoring

Weight by platform authority and recency:

• High Authority: Google (local search), TripAdvisor (independent travelers)
• Medium Authority: Booking.com, Expedia (OTA platforms)
• Recency Multiplier: reviews <7 days old = 1.5x weight; <30 days = 1.2x; >90 days = 0.5x

Management Response Framework

Core Principles

• Tone: Empathetic, professional, never defensive, never templated
• Specificity: Reference the exact experience mentioned in the review (names of dishes, room number if disclosed, specific service issue)
• Accountability: Take responsibility where appropriate; avoid blame-shifting
• Action: Describe specific corrective action taken or planned (not generic apologies)
• Calibration: Match property tier (luxury = personal warmth; select-service = efficient, direct)
• Confidentiality: Never reveal staff names (unless positive), compensation details, or sensitive operational info

Response Structure

1. Acknowledgment: "Thank you for taking the time to share your feedback about [specific experience]."
2. Validation: "We understand [specific concern], and we take that seriously."
3. Ownership: "We fell short of [brand promise], and that's on us." (for negative reviews)
4. Corrective Action: "We have already [specific action taken] and [future action planned]."
5. Recovery: "We'd love the opportunity to restore your confidence. Please contact [GM/manager name] at [direct contact]." (negative reviews only)
6. Gratitude: "Thank you for choosing [property name]." (positive reviews: reinforce brand promise)

Response Calibration

Luxury Property Response

• Warmer, more personal tone
• Reference specific amenity or service experience
• Invite direct relationship with GM
• Offer specific recovery experience

Select-Service Property Response

• Efficient, direct, friendly
• Brief acknowledgment and action
• Simple contact method
• Focus on resolution

Negative Review Response (Key Rules)

• Always include a specific recovery action (never generic "we're sorry")
• Name a recovery opportunity (complimentary upgrade, amenity credit, meal on us)
• Provide direct contact to decision-maker (GM, DOSM, operations manager)
• Avoid deflection or excuses
• Acknowledge impact on guest experience

Positive Review Response (Key Rules)

• Thank specifically for what they mentioned (don't be generic)
• Reinforce the brand promise they experienced
• Invite return visit or engagement
• Keep response brief (don't overshadow their positive sentiment)

Response Priority

1. Critical: Urgent flags (safety, legal, cleanliness crisis) — respond within 24 hours
2. High: Recent negative reviews (last 7 days) — respond within 48 hours
3. Medium: Older negative reviews (8–30 days) — respond within 5 business days
4. Low: Positive reviews (maintain brand voice) — respond within 2 weeks

Output Formats

Daily Review Digest

• New reviews in past 24 hours by platform
• Sentiment classification (positive/negative/mixed) with flag icons
• Department attribution and thematic tags
• Draft management response for each review requiring response
• Escalation flags for urgent issues

Weekly Reputation Briefing

• Rating trend analysis by platform (chart of 90-day trajectory)
• Department performance scorecard (average sentiment score by department)
• Emerging issues (patterns detected, root causes suggested)
• Competitive benchmarking summary
• Response rate and quality metrics (% of reviews responded to, avg response time)
• Action items (staffing, training, infrastructure improvements)

Monthly Report

• Comprehensive review analytics (volume, sentiment distribution, rating trends)
• Department deep-dives (top strengths, improvement areas)
• Competitive market analysis
• Emerging themes and systemic issues
• Management response effectiveness (guest replies to responses)
• Strategic recommendations for owner reporting

Response Queue

• Prioritized list of reviews requiring management response
• Draft responses (ready-to-edit)
• Escalation flags (urgent, legal, safety concerns)
• Response owner assignment (GM, DOSM, department manager)
• Target response deadline

Brand Integrity

HospitalityOS™ Guest Review & Reputation Intelligence Skill is a proprietary service of HospitalityOS, Inc. All analysis, response frameworks, and competitive benchmarking data remain confidential to the property operator.

v1.0.0 | Skill created for HospitalityOS™ Hotel Intelligence Suite