BDRC Tool Listens to Hotel Guest 'PillowChat'

London-based BDRC Continental has launched a social media monitoring and sentiment analysis tool called PillowChat, to enable hotels to monitor, measure and understand the online 'chat' about their brands.

The firm's Hotels & Hospitality division offers subscription-based reports and bespoke research, to address issues such as guest satisfaction, brand re-positioning, market opportunity and new concept testing. Its multi-client studies include Venue Verdict, 'Hotel Guest Surveys', and 'GuestRate' tracking, analysis and benchmarking tools.

PillowChat combines aggregated quant data, such as ratings and scores on travel web sites, with relevant qual feedback including guest comments and reviews, to provide a deeper understanding of consumer perceptions at both brand and hotel levels.

Patterns and trends observed over time can be analysed to assess the effectiveness of online and off-line marketing, service delivery and product improvements. Additionally, via a near real-time dashboard, users can connect and engage directly with those identified as key brand influencers.

James Bland, Client Services Director, Hotels and Hospitality, comments: 'PillowChat takes hotels beyond mere social media monitoring, giving subscribers intimate, accurate information and providing them the tools with which they can truly connect to the intimidating world of social media.'

Web site: www.bdrc.co.uk .