Industry overview
What is shaping hospitality
Hotels, restaurants and travel brands are judged on every stay, meal and review. Guest experience, consistency and online reputation drive bookings.
- Online reviews strongly influence bookings
- Consistency across properties builds trust
- Guests expect personalised service
Client background
A restaurant chain, working in Malaysia & Indonesia. Client identity is withheld to protect confidentiality.
- Organisation
- A restaurant chain
- Sector
- Hospitality
- Team engaged
- Digital Marketing
- Services
- Online reputation management, Social media marketing
Client challenge
Ratings for the chain’s outlets on Google and delivery apps were falling, and many negative reviews went unanswered. New customers often chose competitors based on ratings.
Research objectives
- Deliver on the brief: improving online reviews for a restaurant chain.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: 45 outlets.
Audiences we typically reach in hospitality
Guests and dinersCorporate travel buyersFront-line staffTravel agentsOnline reviewers
Geographic coverage
Coverage: Malaysia & Indonesia. Markets: Malaysia and Indonesia. 45 outlets covered.
- Malaysia
- Indonesia
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Review response programme
- 3Review requests
- 4Insight
We analysed reviews to find recurring themes, trained outlet managers to respond politely and quickly in English, Malay and Bahasa Indonesia, and introduced review requests after visits and deliveries. Managers received simple response guidelines and templates, with escalation rules for serious complaints such as food safety. Review requests were sent by SMS and WhatsApp after visits and deliveries, with a direct link to the review page.
Online reputation managementSocial media marketing
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Response rates rose, review volume increased and average ratings improved.
- Recurring complaints about slow delivery led to operational changes.
Responding to reviews showed customers they were heard.
Recommendations
- Build on the core insight: responding to reviews showed customers they were heard.
- Focus effort where the evidence was strongest: response rates rose, review volume increased and average ratings improved.
- Re-measure after the changes to confirm the effect.
Business impact
- The chain also used review themes in monthly operations meetings, so recurring problems were fixed at the source.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how do guests rate their stay?
Client identity is withheld to protect confidentiality.