Brand Karma Turns Big Data into Actionable Insights for Hoteliers, Tourism Boards

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Launches on-demand Blackbook reports packed with performance insights from online reviews and social media data

Circos Brand Karma has announced the availability of its Blackbook reports: on-demand analyses of the online reputation of key destinations and individual hotels around the world.

“There’s so much online feedback about a hotel, its competitors, and the overall market that it can be overwhelming,” said Rich Fetter, Resident Manager of the New York Marriott Marquis Hotel. “Brand Karma’s Blackbook report pulls out the most important insights in a clear way that helps my team take action.”

“Big data has transformed how the travel industry makes decisions,” said Mario Jobbe, COO & Co-Founder of Circos Brand Karma. “We’ve learned that different stakeholders need different insights to compete analytically. The Blackbook reports are designed to get the right information to the right person in a meaningful way.”

There are two editions of the Blackbook reports:

  •     The Market Blackbook analyzes the top 20 hotels within a given destination, ranked according to their social media presence, share-of-voice, and overall satisfaction in online reviews. Each Blackbook begins with a detailed analysis of the overall market. Currently, Market Blackbooks are available for Bangkok, Shanghai, and Singapore, with more cities being released in the coming weeks.
  •     The Hotel Blackbook profiles an individual hotel based on key performance indicators of its online reputation. Each report contains a detailed scorecard summarizing reviews, social network postings, photos, and videos by month; product, service, and emotional trends; and monthly performance vs. the market. Hotel Blackbooks are now available on the 200 most-reviewed hotels in Bangkok, Beijing, Dubai, Hong Kong, London, Los Angeles, New York, Rio di Janiero, Shanghai, Singapore, Sydney, and Tokyo. Brand Karma will have reports on hotels in over 100 cities available before the end of 2012.

The Blackbook reports are designed to be applicable to many different stakeholders across the travel industry. Busy executives and hotel GMs receive a summary scorecard of their property that they can make sense of while on the go. Travel agents and property developers can download one-time snapshots on any hotel of interest. Tourism boards and government associations can view trends and rankings to compare their city to other key destinations. The reports are generated entirely from public online content as collected and analyzed by Brand Karma.

Reports are priced from $99 and can be purchased by credit card from

All current and new subscribers to Brand Karma’s reputation management tool will receive monthly copies of their hotel’s Blackbook for no additional cost.

About Circos Brand Karma

Circos Brand Karma is the leading provider of big data management for the hospitality and travel industries. The company’s reports and software synthesize social media, web site analytics, and purchase data. Brand Karma also consults for brands, helping them increase competitiveness and maximize profitability. Using Brand Karma's system and methodologies, clients worldwide have already achieved a superior return on their marketing and operational investments.

Founded in 2006 by three former Microsoft executives, Circos Brand Karma operates out of Singapore, Greater China, the United States, Japan, and Europe. Learn more at

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Justine Lee (Asia Pacific)
Circos Brand Karma
+886 2 2731 5431
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Jamie Pagel (Americas)
Circos Brand Karma
+1 212 330 8228
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