wolfstar's trip advisor presentation for the mersey partnerhsip

A case study

Why is TripAdvisor important?TripAdvisor is a web2.0 guestbookIt’s published online, for everyone to seeOnline platforms drive Word Of Mouth

(WOM)People trust peer review sites like;• Amazon, eBay and… TripAdvisor

It gives you free market research on your competitors

History of the side

TripAdvisor was set up in February 2000It is a free travel guide and research websiteIt utilises user generated content (UGC)The website is free to use, as it has an

advertising business modelTripAdvisor is part of Expedia, which also

owns 14 other popular travel sites

Traffic and influence

45 million visitors a month15 million members of the community30 million reviewsOver 500,000 hotel reviewsThe website has over 210,000 links to itAllows people to connect via FacebookIt’s the 328th most visited website in the world

Using the TripAdvisor site

How people use the site

User generated content

How to submit content

How not to use TripAdvisor

How businesses can use the site

TripAdvisor does not allow self-promotion• TripAdvisor is consumer generated information so

use the site to respond to reviews and offer explanations and apologies on bad reviews.

Businesses need to be involved in the conversation because many consumers consult TripAdvisor before making travel decisions. • An example of bad use of TripAdvisor would be to

not use it at all...

How do businesses use the site?

How do businesses use the site?

Negative reviews

Positive reviews

How to amend information

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How to utilise positive reviewsIf you’ve had a positive review, consider doing

the following;• Using a screenshot on your own website• Responding to the comment on TripAdvisor using

the ‘Compliment reviewer’ function• Send the user a message and offer them

complimentary services

How to encourage your guests to post reviews

When using your business, it’s easy to encourage people to submit reviews to TripAdvisor using the following techniques;• Produce an instruction booklet offering advice on

how to submit a review• Replace your guestbook with a laptop and have

TripAdvisor permanently on screen• If a guest suggests alterations, make them! People

will feel more obliged to post reviews if they feel it will make a difference in the future!