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Recent advances in text analytics technology now make it possible to convert written online ratings, comment card detail, and other guest-satisfaction measures into quantifiable metrics. Linking these data points to property performance enables operators to see whether a booking decline was the result of guest sentiments connected to ongoing staff performance, a negative comment posted by a guest on a travel website, or the result of factors unrelated to guest input. When operators can match guest sentiment data with daily performance and their competitive set, the result is actionable information they can use to make quick corrections and optimize revenues. Aptech adds guest sentiment tracking to Execuvue Aptech is now leveraging text analytics to include guest sentiment tracking in its Execuvue® Business Intelligence System. Execuvue’s sentiment tracking system enables managers to evaluate and compare guest sentiment scores for multiple properties on one screen and draw parallels with occupancy, RevPAR, and other performance management indicators to give operators a 360-degree view of each of their properties’ performance. Execuvue’s sentiment data is refreshed weekly from social media websites that include Trip Advisor and Expedia. In addition, Aptech established relationships with hotel brands to gather guest score-card information and integrate it with Execuvue for reporting in multiple formats that enables understanding of the factors affecting performance.  Executive dashboards correlate performance with guest sentiment Execuvue integrates guest sentiment data in its performance display dashboards along with metrics that include competitive information from STR reports, labor statistics, financial numbers, and other data that gives a total picture of all factors affecting performance. The Execuvue Sentiment Engine measures the two primary sources of guest satisfaction information:
The sentiment analysis process
For example, it takes only a few seconds to see that a guest’s TripAdvisor comment about a leaky refrigerator corresponded with a drop in bookings for the usually busy Labor Day weekend. Execuvue’s pioneering technology gives operators valuable information that was previously unavailable for business decisions. By Cam Troutman, vice president of Aptech Computer Systems, Inc.  Aptech
Computer SystemsAptech Computer Systems, Inc., based in Pittsburgh, Pennsylvania, leads the hospitality industry in leveraging change by valuing human relationships and applying technology to solve business problems for people. Incorporated in 1970, Aptech is a financial and operations technology solutions and service company whose products include state-of-the-art back office, business intelligence and enterprise planning products: Profitvue®, Execuvue®, and Webvue®. More than 2,500 properties ─ including very large chains, multiple-property management companies, and single-site hotels ─ utilize Aptech solutions to understand their financial and operational data. Execuvue and Profitvue are registered trademarks of Aptech Computer Systems, Inc. All other trademarks are owned by their respective holders. |