your hotel on tripadvisor
TRANSCRIPT
MetasearchTripAdvisor
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Your Hotel On TripAdvisor• Business Listings• Metasearch• Strategies & Views
• Instant Booking• Advertising• TripAdvisor Popularity Rankings• Reviews / Responses
Business Listings & Metasearch
-Top 10%-10% - 25%-25% +
Metasearch Strategies
TripAdvisor Bidding Strategies• Position• Bid to Volume• Bid to Max
Metasearch Strategies
TripAdvisor Bidding Strategies• Position• Bid to Volume• Bid to Max• Bid to Only (aka Single Chevron)
Different View
Metasearch Strategies
TripAdvisor Bidding Strategies• Position• Bid to Volume• Bid to Max• Bid to Only (aka Single Chevron)• ROAS
A Brief History of IB
How it Started…
TripAdvisor IB
Pros and Cons of Assisted Booking
Advantages
Advantages1. Higher Conversion Rates
-Lack of responsive design in booking engines IBE designed for website visitors-Not mobile, but mobile mentality. Notice what Google / TripAdvisor are doing with their own booking models—Click, Click, Book!
Advantages
Advantages1. Higher Conversion Rates2. Mobile Optimized3. Paid as Commission vs. CPC4. Plug & Play
Disadvantages
Disadvantages1. Giving up control
2. Less VisibilityManaged CPC usually wins
3. Not just owning, but truly embracing the guest
4. Outsourcing your bookings
When Not To Use
When Not To Use1. I’m getting double-digit + meta
conversion rates on my own IBE2. I want to own my branded search
terms3. I want more volume / visibility4. I not only want to own the guest,
but have a marketing plan to maximize this.
5. I want control
TripAdvisor Advertising
Advertising
Know Your Reputation
Popularity Rankings1. Review Ratings2. # of Reviews3. Frequency of Reviews4. Search Volume
Know Your Reputation
Reviews & Responses
Know Your Reputation
General Content
Know Your Reputation
Coming Soon
Upcoming Webinars
#2. Google#3. Kayak / Trivago
