making social media work for you
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Making Social Media Work for YouPresented by
Gwénaël Merlin, Partnerships Director, EMEA
Getting the Most of TripAdvisor and Your Online Presence
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WHAT IS THE BENEFIT OF SOCIAL MEDIA?
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User Reviews Can Impact Your Bottom Line
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Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.
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User reviews can impact your bottom line
11.2%
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Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.
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6060+
user contributions every minute
reviews and opinions
100million
2.5businesses listed,
including 1,100,000+ accommodations
million
Unique monthly visitorsmillion
20002002
20042006
20082010
20120
10
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40
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• Find & contact hotels; find & reserve restaurants; find & book attractions and tours; find flights
• 80+ City Guides available off network
• Write reviews & participate in travel forums
Mobile: Powerful extension of TripAdvisor platform
(1) Monthly unique users on mobile devices according to TripAdvisor log files
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31m+
45m+
languagesavailable
mobile appdownloads
monthlyunique users(1)
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Facebook integration
monthly Facebook visitors
40m
of new reviews come from Facebook-connected users
35%
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47 million TripAdvisor members
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
0
5
10
15
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35
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Mem
ber
s (m
illi
on
s)
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TAKE CONTROL
EMBRACE FEEDBACK
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Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
Reviews influence traveler decisions
1010
of travelers usually or always reference
TripAdvisor hotel reviews before making their
selection
81% of users agreed that
TripAdvisor hotel reviews “Help me plan a better trip”.
98%
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Series1
TripAdvisor reviews are largely positive
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Source: TripAdvisor. Percentage of all ratings, December 2012
48%
29%
12%
6%
6%
Average Review Score:
4.08
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Key factors that influence your popularity
QUALITYRECENT REVIEWSQUANTITY
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How important is it to you that your staff monitors and responds to online user review sites, like TripAdvisor?
Source: Hotel Management Voice of the GM Annual Survey, 2012 13
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Track performance: Review Matrix & Management dashboard
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ENCOURAGE FEEDBACK
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unique domains feature TripAdvisor widgets on their site
70,000
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Review Express
A powerful free tool to engage with your guests after they have stayed!
BETA
Click send a reminder email to guests that haven’t responded – we’ll send it for you!
Easily upload your guest emails and send out a customized message requesting a TripAdvisor review.
Be notified about new reviews in your review notification email
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people view TripAdvisor content on sites other than TripAdvisor each month
300 million
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SPEAK UP
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2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
TripAdvisor Management Response Growth: 2003-2012
1 out of every 4 new reviews in 2012 received a
Management Response
Management Responses more than doubled year-over-
year from 2011-2012
Source: Internal TripAdvisor data
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Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
Reviews influence traveler decisions
2121
of respondents say an appropriate management response to a bad review improves my impression
of the hotel.
84% of respondents say seeing
a hotel management response to reviews makes
me believe that it cares more about its guests.
78%
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PAINT YOUR PICTURE
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Source: TripAdvisor, 2013
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Properties with at least one video have
about 29 percent more engagement
than properties without a video
Properties with 30 or more photos have
46% more engagement than hotels with ten or
fewer photos
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SING YOUR PRAISES
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How to promote your awards
• Add the emblem to your website
• Display your award on your property
• Issue a press release
• Contact your local media
• Post your award on Facebook and other social media outlets
• Celebrate with past guests
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of TripAdvisor members
surveyed say they are more likely to use a business
with a TripAdvisor endorsement on
display
75%
Order your TripAdvisor sticker
Visit your Management Center’s “Free marketing tools” section
Source: "TripAdvisor Member Survey, October 2012 27
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BUSINESS LISTINGS
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Connect directly with bookers
• Hotel website
• Phone number
• E-mail hotel
• Hotel deals &
special offers
• Hotel packages
• Virtual tour slide
show
Flexible display options:
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Hotel website
Special Offer & Announcement
Email Hotel
Phone number
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Keep in Touch
• URL
– www.TripAdvisor.co.uk/owners
• TripAdvisor for Business
– www.TripAdvisor.co.uk/BusinessListings
– Call 0800 098 8460 (toll-free within UK). Agents are available Monday through Friday, 9:30 to 5:00 GMT.
• Blog
– www.tripadvisor4biz.wordpress.com
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