Wednesday, 24 September 2014
Ugly Rumors, Bad Reviews and Good Advice: Using Social Media to Manage Guest Comments
Time: 14:30 - 15:30
The advent of social media sites such as Trip Advisor and Booking.com as well as Facebook and Twitter have given guests a platform to comment on, discuss and critique products and services like never before. This can be a powerful asset when the news and views are good and a major headache when it isn’t. The attractions industry is not immune to this development and some attractions have developed useful tools manage this problem.
In the session we will examine PortAventura Spain’s program to track online comments about their park & hotel guest satisfaction survey on the main travel websites - Tripadvisor, Booking, Google. Gwénaël Merlin, Director of Partnerships for TripAdvisor will examine the impact of the Tripadvisor on amusement parks and she will offer advice on how to monitor comments, deal with poor reviews and manage guest comments.
PR Manager, PortAventura, Spain
Oriol Garcia completed bachelor degree courses in Political Science and Journalism at the Pompeu Fabra University in Barcelona. He began his professional career as a media journalist for Bloomberg, finance and economics TV in London (UK), TV3 Spanish TV, among others. In 2002, he joined Mahala Alzamora PR Agency in Barcelona, where he spent six years leading the Tourism Department. He dealt with clients such as the Barcelona Tourist Board, the Sagrada Familia, the Sitges Tourist Board and Dalí’s Centenary 2004.
In 2008, he joined PortAventura as the Press and Public Relations Manager. He is currently responsible for the national and international communications strategy, including consumer-oriented communications, corporate information and crisis communications. He was responsible for starting PortAventura’s social media strategy five years ago, for which he built an online community of more than 400,000 stable followers and more than 200 bloggers. As manager of online reputation management, the Press and Public Relations work means he is also dealing with client feedback on websites like TripAdvisor, Booking or Expedia.
|Gwénaël Merlin |
Director of Partnerships, TripAdvisor, UK
Gwénaël leads the European partnerships for TripAdvisor for Business division. He develops and manages partnerships across a range of industry areas including online travel agents, airlines, media, and destination management organisations. He has led digital partnership strategy and business development teams throughout his 15 year career, serving in senior roles with Thomas Cook, Microsoft, and Orange UK. Gwénaël holds a Masters in international Business from the E.S.G Management School in Paris.
- Francisco López, Managing Director, Burson & Marsteller