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Trip advisor contribution to Availpro's seminar
 

Trip advisor contribution to Availpro's seminar

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How to get the most out of TripAdvisor ...

How to get the most out of TripAdvisor

Karen Plumb,
Commercial Director EMEA, TripAdvisor

Introduction to the free tools TripAdvisor offers to help hotels manage their reputation; responding to client comments: improving your hotel's page on TripAdvisor.

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    Trip advisor contribution to Availpro's seminar Trip advisor contribution to Availpro's seminar Presentation Transcript

    • The world’s largest travel site50 Million Reasons to Get InvolvedMaking the Most of Your TripAdvisor PresencePresented byKaren PlumbCommercial Director EMEA, Business LIstings
    • The world’s largest travel siteOpportunity knocks…“Travel review Web sites and hotel reviewson online travel agencies (OTAs) areamong the most influential forces mostfrequently cited by travelers whenshopping.” -PhoCusWright, Social Media in Travel, June 2010 2
    • The world’s largest travel site…and it’s still growing“Planning and review sites are still on therise… Despite widespread stagnancy evenamong nontransactional websites, planningand reviews websites bucked the trend byattracting more visitors in 2010.” -PhoCusWright, Online Traffic and Conversion Report 2nd ed., February 2011 3
    • The world’s largest travel site
    • The world’s largest travel siteHow important are user reviews to you whendetermining which hotel to stay at? 3% 16% Not important (1-3) Neutral (4-6) Important (7-10) 81% A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 5
    • The world’s largest travel siteI won’t book a property unless it has reviews. 21% 49% Disagree (1-3) Neutral (4-6) Agree (7-10) 30% A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 6
    • The world’s largest travel site 7
    • The world’s largest travel siteTripAdvisor reviews are largely positive 45% Average score is 3.90 Percentage of all ratings, October 2010 27% 9% 11% 8% 1 2 3 4 5 8
    • The world’s largest travel siteReach Potential Guests Worldwide America www.tripadvisor.com Italy www.tripadvisor.it Argentina www.tripadvisor.com.ar Japan www.tripadvisor.jp Australia www.tripadvisor.com.au Korea www.tripadvisor.co.kr Brasil www.tripadvisor.com.br Malaysia www.tripadvisor.com.my Canada www.tripadvisor.ca Mexico www.tripadvisor.com.mx China www.daodao.com Norway no.tripadvisor.com Denmark www.tripadvisor.dk Poland pl.tripadvisor.com Egypt www.tripadvisor.com.eg Russia www.tripadvisor.ru France www.tripadvisor.fr Singapore www.tripadvisor.com.sg Germany www.tripadvisor.de Spain www.tripadvisor.es Greece www.tripadvisor.com.gr Sweden www.tripadvisor.se Holland nl.tripadvisor.com Taiwan www.tripadvisor.tw India www.tripadvisor.in Thailand th.tripadvisor.com Indonesia www.tripadvisor.co.id Turkey www.tripadvisor.com.tr Ireland www.tripadvisor.ie UK www.tripadvisor.co.uk
    • The world’s largest travel siteThe wisdom of friends: Inspiration 10
    • The world’s largest travel siteHotel & travel search on the go 11
    • The world’s largest travel siteManagement Centre 12
    • The world’s largest travel site 13
    • The world’s largest travel site 14
    • The world’s largest travel siteTaking a closer look at your listing 15
    • The world’s largest travel siteHow to encourage reviews 16
    • The world’s largest travel siteGet notified of new reviews 17
    • The world’s largest travel siteYour description: An opportunity to differentiate 18
    • The world’s largest travel site Photos & video – the more, the betterPrimaryphoto 19
    • The world’s largest travel site Performance trackingBenchmarkagainst localcompetition 20
    • The world’s largest travel siteManagement Responses 21
    • The world’s largest travel siteA management response to A management responsea bad review reassures me. to a good review makes me think highly of the hotel. 2% 2% 19% 20% Disagree (1-3) Disagree (1-3) Neutral (4-6) Neutral (4-6) Agree (7-10) Agree (7-10) 79% 78% A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 22
    • The world’s largest travel siteIf I was considering two comparable properties, thepresence of management responses on one wouldsway me in its favor. 4% 28% Disagree (1-3) Neutral (4-6) 68% Agree (7-10) A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 23
    • The world’s largest travel siteYour right of reply
    • The world’s largest travel siteBut not this way… “People that lack taste and a life of their own should try to venture out into the real world instead of hiding behind a computer spewing meaningless factless verbiage.”“Prove the date of your stay becausesuch an incident has never been recordedin the archives of our Hotel. We regret thatsome customers spoil the time by writingnegative comments for Hotels.” 25
    • The world’s largest travel siteAn aggressive management response to a badreview makes the hotel look worse. 11% Disagree (1-3) 29% Neutral (4-6) 60% Agree (7-10) A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 26
    • The world’s largest travel site
    • The world’s largest travel siteGet TripAdvisor to work for you: 28
    • The world’s largest travel siteUse our tools to promote your property’s rankingDallas Master Class 29
    • The world’s largest travel site
    • The world’s largest travel siteSection: business listings
    • Special Offers gets you additional exposure The world’s largest travel site
    • The world’s largest travel siteWhat are the benefits of a Business Listing • Fixed Cost • Incremental Bookings • Brand site is your platform for future channel loyalty so attract more visitors to it • lower cost of acquisition relative to alternative channels • Cancel at any time • High quality of traffic • Special Offers to help you and enhance exposure
    • The world’s largest travel site Testimonials from some of the properties using Business ListingsCustomer Feedback“All of our hotels had their investment returned in a few days, and within a few weeks, wemade it back several times over. If only everything worked this well! “-Adele Gutman, VP Sales & Marketing – HK Hotels, NY“I like to put any extra money I have back into property upkeep, but I knew it made sense tosign up for Business Listings. I was able to take advantage of a special rate, and now it’sworking very well for us. With it, I’ve made the absolute most of TripAdvisor. People need toknow how great this can be.”-Klara Barnett, Propritor - Palazzo Motor Lodge, Nelson, New Zealand“ In 22 Days, Hotel Praktik Rambla’s website received nearly 500 visits from TripAdvisortravelers, resulting in more than 6200 Euros in revenue.”-Albert Barra, Hotel Juice Marketing Group, Barcelona, Spain
    • The world’s largest travel siteThe future is digital: Be a part of it! 35
    • The world’s largest travel siteThree powerful forces transforming travel Content Social Mobile Real Opinions Friend Graph Always Available Recent Sharing Location Based Relevant to you Consumption Socially Aware 36
    • The world’s largest travel siteWhat does this all mean to Deliver Monitor hotels? Advertise Engage Promote 23 September 2011
    • The world’s largest travel siteHow can we help?• Phone − +44 203 318 5019 − 0800 098 8460 (toll free UK)• URL − www.tripadvisor.co.uk/Owners 38