Case Study: Best Western Hotels & Resorts doubles TripAdvisor reviews and boosts rankings with Medallia

How to outperform hotel competition in social media: take action online

Best Western Hotels & Resorts struggled to manage social feedback across its 4,100+ properties: general managers lacked time and a consolidated tool to monitor multiple review sites, resulting in low review volume, unanswered negative posts, and lost online bookings. To fix this, Best Western implemented Medallia’s Social Feedback for Hospitality and Medallia Promote for TripAdvisor to give frontline teams a single, easy-to-use platform for solicited and social feedback.

Medallia consolidated and routed social comments in real time, auto-flagged negative reviews, and made it simple for managers to respond and benchmark locally. The impact was measurable: Medallia helped double Best Western’s TripAdvisor reviews, socially active properties rank 30% higher and score 0.2 points more on TripAdvisor’s 5-point scale, over 1,200 properties (31% of the portfolio) earned TripAdvisor’s Certificate of Excellence, and manager response rates rose to 69% (vs. a 32% industry average).

Best Western Hotels & Resorts

Michael Morton

Vice President of Member Services