It was just about a year ago that we decided to execute a Reputation Management strategy. We made a decision to really put ourselves out there to be judged by our guests, actively soliciting guest feedback and TripAdvisor reviews from all of our valued guests. I, for one, was a little nervous executing the plan. The first step was to make sure all of the front line employees knew the plan and were on board with it. There was not a single objection and we moved forward.
In 2015 we received 253 reviews versus 133 in 2014, almost doubling our reviews pace. Our average TripAdvisor rating increased from 4.54 in 2014 to 4.70 in 2015 (thanks to owner support of a quality improvement plan). And then, just this week we moved from the #2 ranking in Vail’s Specialty Lodging category to #1 — WOO-HOO!
We expected to see a benefit to our business from the increased focus on Reputation Management but I think the most surprising impact has been showing us where we can improve business processes. Going into this, I thought that we had a great staff and culture and by just making sure to be on our game that we could see these types of results, especially with all of the condominium improvements to which the owners had committed. But the largest benefit has probably been having guests point out areas that we hadn’t thought about improving. We received a negative review a few months back from a guest who had left behind a hat that was important to her. She contacted us and we did our best to locate it, but to no avail. It was an eye opener as to the fact that our lost and found process needed improvement. Some items ended up in housekeeping and others at the front desk. Our newest member of the housekeeping department, who is now Executive Housekeeper, took initiative and created a process where every item found in a room (or anywhere else), goes to her with the date and location of where it was found. It’s working – our “completion rate” at returning items which are left at the Antlers and found by a staff member is approaching 100%!
Thanks so much to our Antlers guests for helping us achieve this ranking of #1 on TripAdvisor — we know we couldn’t have gotten there without you sharing your positive experiences and providing feedback on how we can improve. And, last but not least, a HUGE THANK YOU to all of our owners who have made tremendous investments improving their condominiums over the past two years. In July we were designated as an overall platinum-rated property and owners continue to raise the bar. Keep your eyes out for upcoming photos of a renovation just completed last month that is really over the top!