tripadvisor reputation management presentation for cla
DESCRIPTION
Presentation by TripAdvisor to the Connecticut Lodging Association on how to maintain your online reputation through actively following and responding to online comments.TRANSCRIPT
REVIEWS, REPUTATION AND ROI
Presented byMark Preston
DMO Northeast Sales Manager
Getting the Most out of TripAdvisor and Your Online Presence
150REVIEWS AND OPINIONSMILLION
26090
user contributions every minute
3.7businesses listed million
Unique monthly visitors*million
19candid traveller photosmillion
+ + +
*Source: Google Analytics, worldwide data, July 2013
World’s largest travel site: 260M unique monthly visitors
Traffic Sources(comScore 10/13)
Europe 41%
Asia Pacific 24%
North America
23%
Latin America 8%
Middle East & Africa 4%
TripAdvisor Mobile
82Mapp downloads
82city guides
20languages
In Q1 2013, TripAdvisor had 108 million unique monthly visitors on mobile,
up over 100% year-over-year
27150K
reviews
10,614businesses listed
TripAdvisor Page views of Connecticut Content in 2013*
million
5 MMunique users
+
*Source: TripAdvisor Site Logs, 2013
WHAT IS THE ROI OF SOCIAL MEDIA?
Guests are visiting TripAdvisor more frequently prior to booking
Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.
Overall Reputation Management Impacts your Bottom Line
Properties with stronger reputations across all channels perform better overall
Higher review scores allow hotels to charge more while maintaining occupancy rates.
23
1
TAKE CONTROL
Do Online Reviews Impact Booking?
of global travelers say their booking decisions are
impacted by online reviews
of global hotels say reviews are important
for bookings
93% 96%
The TripBarometer by TripAdvisor is based upon an online survey conducted in Dec. 2012 – Jan. 2013. A total of 35,042 people participated in the online survey from 26 countries spanning 7 regions. The sample is made up of 15,595 consumers and 19,447 businesses, making it the world’s largest combined accommodation and traveler survey.
TripAdvisor Management Center
ONLY 1 OF 4 OF HOTELIERS ARE TAKING ADVANTAGE OF THIS IMPORTANT TOOL
Source: TripAdvisor internal data
www.tripadvisor.com/Ownerswww.tripadvisor.com.mx/Owners
Step 1Search for and find your property.
Step 2Fill in details and sign in.
Register in TripAdvisor Management Center
EMBRACE FEEDBACK
Cornell Research: More reviews lead to higher ratings
“Online Customer Reviews of Hotels: As Participation Increases, Better Evaluation Is Obtained”
• Early reviews for accommodations tend to skew negative
• However, as reviews increase, ratings become more positive
– Terrible (rating of 1) reviews decrease by more than half
– Excellent reviews grow by half
• Positive reviews are more common than negative reviews
– Examined over 1.28 million reviews
• More than 70% had a rating of 4 or 5
• Only 15% had a rating of 1 or 2
Source: “Online Customer Reviews of Hotels: As Participation Increases, Better Evaluation Is Obtained.”Santiago Melián-González, Jacques Bulchand-Gidumal and Beatriz González López-Valcárcel. Cornell Hospitality Quarterly. March 2013.
Series1
TripAdvisor reviews are largely positive
Source: TripAdvisor. Percentage of all ratings, January 2014
48%
30%
12%
5%
5%
Average Review Score:
4.12
91%of Caribbean properties reviewed in the last 30 days have a rating of 3.5 or higher.
Source: TripAdvisor internal data, February 2014
Key factors that influence your popularity
QUALITYRECENT REVIEWSQUANTITY
Track performance with Review Metrix
Track performance with Review Metrix
Property Snapshot
• Ratings
• Rankings
• Review, photo and top comments activity
Key metrics to measure day-to-day performance
21
ENCOURAGE FEEDBACK
people view TripAdvisor content on sites other than TripAdvisor each month
500 million
Review ExpressEasier than ever to ask guests to write a review on TripAdvisor!
• Engage with guests after they have stayed to encourage valuable feedback for your business
• Use customizable templates to easily email recent guests
• Use campaign dashboard to monitor incoming reviews and optimize campaigns
• It’s FREE!
Review Express Dashboard
properties have used Review Express to date
47,000+
33%increase in reviews overall after using Review Express regularly
• New property located in Edinburgh, UK
• Started using automated Review Express a few months ago
• “Went from 1 review a month to 3-4 per week”
• Thistle Residence’s popularity on TripAdvisor has been on the rise
Review Express Case Study: Thistle Residence, Quartermile Apartments
unique domains feature TripAdvisor widgets on their site105,00
0
SPEAK UP
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013
Management Responses influence traveler decisions
of respondents say an appropriate management response to a bad review
improves my impression of the hotel.
87% of respondents say seeing a
hotel management response to reviews makes
me believe that it cares more about its guests.
77%
Management Response Status Notification
• Status updates:
– Yes: Management Response written and published
– No: No management response
– Rejected: Management Response written but rejected because it didn’t meet TripAdvisor guidelines
Management Responses: Best Practices
1. Sign up for review notification emails
2. Read our guidelines
3. Respond promptly
4. Say “thank you”
5. Be original in reply
6. Highlight positives
7. Address specific complaints
8. Be polite and professional
Management Responses: What Not to do
PAINT YOUR PICTURE
73% of TripAdvisor users use photos
from other travelers to help them make a
decision
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013
SING YOUR PRAISES
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
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
Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.
Properties with stronger reputations across all channels
perform better overall
WHAT’S NEW?
TripConnect
A link on your TripAdvisor profile featuring your rates and availability —sending travelers directly to your online reservations center.
Offering a Powerful New Way to Maximize Direct Bookings with:
TripConnect: Benefits
Share rates and availability
Control your budget
Access revenue tracking services*
Get more reviews automatically*
Get prime placement
*These benefits are available with Premium Partner Internet Booking Engines
TripConnect: How it Works
Travelers see and click on your link on your TripAdvisor page
Travelers go directly to your website’s booking page, where they can easily
convert into direct bookings
TripConnect
Be a Business Listings subscriber
Work with a certified Internet Booking Engine
As a Business Listings subscriber, you’ll be able to take full advantage of
powerful marketing tools like TripConnect, Special Offers, in-depth
analytics with expanded Property Dashboard and much more
In order to participate in TripConnect, your IBE (Internet Booking Engine) –
the company that supports your website’s online booking capabilities –
must be a certified TripConnect Partner
In order to participate, you must:
For more information, go to: www.TripAdvisor.com/TripConnectFAQ
TripConnectPremium Certified Partners
TripAdvisor for Business resources
www.tripadvisor.com/owners@tripadvisor4biz
TripAdvisor Insightswww.TripAdvisor.com/TripAdvisorInsights
48
THANK YOU
Mark Preston
DMO Northeast Sales Manager617-795-7951
Thank you.