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Yext Study: 85% Of Food and Hospitality Brands Say They Have Improvements To Make In Reputation Management

Yext, Inc.

(NYSE: Yext), the leader in digital knowledge management (DKM), announced new research on the digital maturity of the food and hospitality sector as part of its Brand Control in the Age of AI study conducted in partnership with Vanson Bourne, an independent research group.

Brand Control in the Age of AI surveyed 400 marketing decision-makers from organizations across the United States, including 100 food and hospitality marketers.

As customers interact with — and review — brands across a growing number of third-party sites, reputation management is the key area of focus for this group, with 66% planning to focus on "collecting customer feedback" and 51% planning to enhance their ability to monitor and respond to online reviews.

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Yext, Inc. (NYSE: Yext), the leader in digital knowledge management (DKM), announced new research on the digital maturity of the food and hospitality sector as part of its study conducted in partnership with Vanson Bourne, an independent research group. surveyed 400 marketing decision-makers from organizations across the United States, including 100 food and hospitality marketers. As customers interact with — and review — brands across a growing number of third-party sites, reputation management is the key area of focus for this group, with 66% planning to focus on "collecting customer feedback" and 51% planning to enhance their ability to monitor and respond to online reviews.

"Our research shows that an overwhelming majority of food and hospitality brands know they're not doing enough when it comes to managing their brands online," said Marc Ferrentino, Chief Strategy Officer at Yext. "We saw that 85% of these brands know they have improvements to make in reputation management, and 89% — more than any other industry we looked at — know that improving their listings is crucial to increasing their sales. There's a growing recognition that these touchpoints with customers across search are critical to the bottom line."

"As the ways consumers look for places to eat and stay change, so are the strategies that businesses need to use to reach and engage with these potential customers," said Lee Zucker, Head of Industry, Food Services & Hospitality at Yext. "Food and hospitality businesses are ahead of the curve in recognizing this, with 74% of those who see the need to improve their marketing strategy saying that enhancing the way they manage their brand online will increase customer loyalty."

But 10% isn't a high figure, and respondents agree that there is room for improvement when it comes to optimizing local landing pages to rank in local search results at key moments of intent.