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2021 01__ Jan 21 Ledger Layout 1 LEDGERLANDMARK RESORT Volume 341 January 2021 How do we rate? out of What does the general public consider when they are unfamiliar with a hotel / resort. 4.2 5 An easy way to determine whether or not a property has the features you're looking for is by checking its website and the ratings and reviews available online. These ratings TripAdvisor can tell you a lot about the quality and amenities of the hotel / resort. Based on the Official vs. Unofficial Star Ratings opinion of The first thing to understand about star ratings is that there are official and unofficial 1890 people star ratings. Any hotel can say that it is a five-star hotel or a three-star hotel. But unless you are sure that the star rating is official, take it with a grain of salt. The original star- rating system was started by Forbes Travel Guide in the 1950s. Since then, several dif- ferent evaluating bodies have assigned stars, so it's important to check who the evalua- tor is and what its system entails. For instance, in the U.S., Forbes is still one of the leading star-assigning bodies, as is AAA. 4.5 out of 5 AAA's Diamond Rating System comprises two distinct components. The Approval Requirements are uncompromising, mandatory standards, while Diamond designation Google is based on specific criteria measured during an on-site visit. The extensiveness of Based on 858 reviews. services, amenities, and décor provided, as well as standards for cleanliness, comfort and hospitality are measured. The Landmark has consistently been awarded Three Diamonds by AAA. Online Ratings and Reviews There are a variety of on-line sites that provide crowd-sourced ratings and reviews. TripAdvisor, Google, Facebook and Trivago are among the most popular sites. Tripadvisor, the “world’s largest travel site,” accounts for 25% of all hotel reviews from 4.7 out of 5 the top 10 sites. It offers online reservations and bookings for transportation, lodging, travel experiences, and restaurants. TripAdvisor has a bubble rating system from one - five, and every guest that submits a review can rate a property accordingly. Facebook These bubble ratings directly influence quality scores. As you might expect, more positive reviews mean an improvement in overall ranking. As of mid-December we are Based on the opinion of rated 4.2 out of 5 on TripAdvisor, based on 1,880 reviews. A more detailed look at the 173 people activity for TripAdvisor can be found in a summary on page 3. continued on page 2 Volume 341 LEDGER January 2021 How do we rate? continued from page 1 Google and Facebook It’s no surprise that Google and Facebook are also at the top of the list. Google has a massive audience - with many people using Google search daily - which increases the chance for them to view our resort and our Google business listing (which can help 4.4 out of 5 generate leads and direct prospects to our website). Our Google rating for the resort is Same rating as Travelocity and Orbitz - 4.5 out of 5 stars, based on 853 reviews. Our Facebook rating is 4.7 ouf of 5 stars, both owned by Expedia. 205 reviews. based on 173 reviews. Others Again, the list of online travel companies is substantial. And they all have different rating systems. Based on 205 reviews, our Expedia / Orbitz / Travelocity rating is 4.4 / 5 (“Excellent”). On Hotels.com our rating is 9.0 / 10 (“Superb”), based on 143 reviews. On Yelp, we are rated 3 / 5, based on 55 reviews. Others that we don’t regularly track: n Hotwire n Booking.com n TripIt n Wikitravel n Angie’s List n Wander n oyster.com RCI and II Many Landmark Resort owners participate in the Resorts Condominiums International (RCI) and/or the Interval International (II) exchange programs. Both RCI and II have recognition programs based on guest input on post-visit comment cards. We have recently learned that the Landmark has regained the RCI Silver Crown recognition for 2021, and was very close to earning the highest RCI recognition - the Gold Crown. The resort is an II “Select Resort.” We monitor a variety of ratings and reviews to assess guest satisfaction with the Landmark Resort. This information tells us what we are doing well, and identifies areas in need of improvement.We strive for continuous improvement in our service and quality, and look to have that reflected in the reviews and ratings provided by our guests. Jill K. Anderson Chair, Ratings and Awards Committee Secretary, Rental Management Company - 2 - Volume 341 LEDGER January 2021 Importance of Reviews TripAdvisor Review Breakdown by Rating I’m pretty certain most people read reviews before making a smart decision. In the hospitality industry, guest reviews are so important that it’s a matter of life or death. A positive review can make you and a negative …well you get the picture. ......... 57% .............. 20% So what can resort/hotel operators do to get positive feedback and create a great .................... 11% online presence? We start by asking happy customers to post a review, using tools from TripAdvisor (Reputation Pro) and messages in the Check-in brochure and on our ......................... 7% in-house TV channel. Once our guests have posted a review, we look to respond in a .............................. 5% timely manner. Jeff Larson, Director of Marketing & Sales, responds to the majority of the posted reviews, thanking the guests for their comments and offering additional information when necessary. Sandy Hoffman, Front Desk Manager, responds to reviews on Hotel.com. And Tristan Guger, Food & Beverage Manager, will respond to Google Review some of the reviews aimed at the restaurant. Breakdown by Rating Why is responding to guest reviews important? According to a research by TripAdvisor: n 87% of travelers agree that a good response from the hotel management to a bad ......... 64% review improves their impression of the hotel. ............... 28% .................... 5% n 77% of travelers said that regular responses (to online reviews) from management would make them believe that the hotel/resort cares more about their guests. ......................... 1% ............................... 2% n 62% of those who were surveyed said that they are more likely to book a hotel that responds to review compared to a relatively similar hotel that does not respond to reviews. With online reviews playing a bigger role in the decision-making process when travelers scout for lodging, it is extremely important to manage our online reputation better by responding to reviews. 9 out of 10 Based on 2 reviews. Yes, two. - 3 - Volume 341 LEDGER January 2021 Wednesday Night Special The Carrington Pub & Grill started their Wednesday night Japanese cuisine - Hokkaido Sunset special - this past week. Featured on the menu: Dragon Roll ..... $12 Tempura Shrimp, Avocado, Fresh Cucumber, Sushi Rice and Nori, Sambal Mayonnaise Shoyu Ramen Bowl ...... $19 Slow-braised Pork Shoulder, Smoked Pork Belly, Roasted Shiitake Mushrooms, Fresh Napa Cabbage, Bamboo Shoots, Sweet Corn and Green Onions The Carrington’s regular hours are 4 - 9pm Wednesday - Saturday nights. The Japanese cuisine is offered on Wednesday nights. Hope you can stop in and give it a try. Shoyu Ramen Bowl Thursday Night Special The Thursday Night Special is Buy One, Get One (BOGO). Buy one entree at the regular price, and get the second entree free. This is offered as a dine-in only. Drinks and tip are not included. Started December 3rd. All-American Burger Shrimp Florentine - 4 - Volume 341 LEDGER January 2021 TripAdvisor - A Review of 2020 Metrics TripAdvisor is the #1 website for posting reviews. The resort has a business listing, and promotes stays on the TripAdvisor website. REPUTATION INSIGHTS Reviews Average Rating Mgmt Response Rate 194 4.2 97% Your reviews are a reflection of your recent performance 52.67% vs Competitor Average 63% vs Competitor Average Competitor Average: 33% MARKET POSITION Ranking Unique Visits 4 of 6 22,326 How often are travelers viewing your TripAdvisor listing? Egg Harbor 5115% vs Competitor Average CLICK ACTIVITY Direct Referral Clicks Special Offer Clicks Phone Calls 4,038 231 101 How often are travelers clicking on these exclusive features? 5564% vs Competitor Average 5541% vs Competitor Average 5538% vs Competitor Average PHOTOS & AMENITIES Photo Engagement Rate Average Photo Views Photo Uploads 19% 1.5 278 How engaging is your listing on TripAdvisor? 5 Competitor Average: 21% 550 vs Competitor Average 55188% vs Competitor Average DEMAND TRENDS Visitor Sources Booking Lead Time Length of Stay 61 days 2.6 days Learn more about travelers viewing your listing 5 5.3 days vs Competitor Average 50.0 days vs Competitor Average - 5 - LEDGER Volume 341 January 2021 Sandy Hoffmann FOR SALE andy Hoffman is the Front Desk S A one-bedroom condo suite. Manager at the resort. She has been with This lovely one-of-a-kind gem is the Landmark for 15 years - with her located on the ground level work anniversary this month. She is of the Flagship building. responsible for the Front Desk staff, and With a secluded and private wood the smooth operation of the reservation view only steps away from the system, as well as checking guests in F5 exit door. and out. This unit is beautifully designed with a Sandy enjoys meeting people, and serene nautical theme. delights in seeing the satisfied guests that If interested in a tour or have she and her staff come in contact with questions, please contact Natalia daily. There are always plenty of at 612-479-3234 or email at: challenges with discovering what a guest [email protected] may need and being able to help make their stay a more positive experience.
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