Online Reputation Management For The Travel And Tourism Industry
 

Online Reputation Management For The Travel And Tourism Industry

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In this presentation we share the latest statistics and trends into online reputation management for the travel industry. We find that much of the industry is thinking, if they just ignore bad ...

In this presentation we share the latest statistics and trends into online reputation management for the travel industry. We find that much of the industry is thinking, if they just ignore bad reviews, they might go away. Unfortunately what people say about your destination or tourism business online is there forever. In the old days, bad word of mouth might be forgotten, these days, it is there for all to see. There are ways to manage good and bad reviews. It can seriously impact your travel brand. There are some compelling statistics and research in this report where we demonstrate the influence reviews have on traveller decision making

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  • Full Name Full Name Comment goes here.
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  • Oh Michael...I think that means you liked the presentation. But as my Mum would say 'I will need to wash your mouth out with soap'. Bron
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  • I concur.
    We are now more than ever susceptible to both good and bad reviews.

    At Riverview Rise Retreats we Use our reviews to do the hard sell for us as people will always take more notice of a fellow traveller than a chest beating proprietor.
    Everyone, regardless of quality will on the odd occasion get a bad review, it's part of human nature that we come across an arsehole now and then.

    When this happens we ignore it as instigating discussions with negative people takes time and only brings more attention to their gripe.

    We concentrate on the good reviews and Reward them. Besides, if 99.9% of a company's reviews are good this is only positive advertising for the said company.
    To achieve this we must continually strive to EXCEED the Customers Expectations by developing the X-Factor which differentiates us from the rest of the competition.

    If a company is receiving Negative reviews on a consistent basis - they are doing something wrong and must take a long hard look at their operations instead of blaming the reviewer.
    Seth Godin, marketing guru come philosopher sums this problem up beautifully, he calls it 'the Rotten Fish Problem' and here is the story he gives us:

    'On the first day, all the fish at the fish stall are fresh.

    Some sell, some don't.

    The second day, the sold fish are replaced by newer, fresher fish. The unsold fish remains, even though it isn't so attractive.

    By the third day, of course, the unsold fish is noticably unfresh, and it doesn't take much effort to avoid them.

    At this point, part of the fishmonger's stock is demonstrably unappealing, bringing down the quality of the entire counter.

    Pretty soon, of course, the dropoff in business means that the owner can't afford to buy the freshest fish, even to replace his sold inventory, and the end is near.

    The alternative? On day two, discard the unsold fish.

    Obvious, but difficult. So difficult that we rarely do it. We'd rather lower the average and see if we can get away with it instead.'

    And that's how many Accommodation operators carry on their business instead of raising their sights, studying their clients for a better understanding of their needs and FIXING THE FUCKING PROBLEM!
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Online Reputation Management For The Travel And Tourism Industry Online Reputation Management For The Travel And Tourism Industry Presentation Transcript

  • Review sites, managing your online presence and why the travel industry should care. By MyTravelResearch.com: Bronwyn White
  • Review sites Time to be proactive • Passionate topic, continued source of debate – We are constantly asked – Amongst discussion in Linkedin groups • Research shows, regardless of opinion, customers do take online reviews into consideration when they are planning travel – We probably need to start taking our heads out of the sand… • ACCC taking action – Principle 1—Be transparent about commercial relationships – Principle 2—Do not post or publish misleading reviews: – Principle 3—The omission or editing of reviews may be misleading
  • Take control of your brand “Your online identity is determined not only by what you post, but also by what others post about you — whether a mention in a blog post, a photo tag or a reply to a public status update,” - Google • We don’t have the choice any more in whether or not we manager our online reputation or ‘engage’ with Tripadvisor with the proliferation of review sites
  • WHY YOU SHOULD CARE
  • Why you should care The latest stats “Despite widespread suspicions on the part of travel professionals that user review websites are peppered with fakery and fiction, such sites are growing in popularity and influence among consumers” Travel Weekly Consumer Trends Survey, July 1013 Travel Weekly Consumer Trends Survey, June 2013 (USA), Consumer Trends 2013: Strong growth for review websites http://www.travelweekly.com/Travel- News/Online-Travel/Doubts-not-diminishing-user-review-sites-growth/
  • As businesses / destinations, we can argue about whether or not to take notice, but it is not about us… Travel Weekly Consumer Trends Survey, June 2013 (USA) Like it or not, 97% of those who consult review sites while planning their travel are swayed by user reviews to some degree
  • …From influence to trust Tripadvisor presentation. Source: Nielson “Consumer trust in online, social and mobile advertising grows” April 2012
  • More interesting insight… • Users of review sites, tend to both earn more and spend more on travel • Reviews have a far greater influence on hotel bookings than airlines, cruises, car rentals • The rise in the use of travel review sites, coincides with an increase in activity on general-use social media sites in general – People are increasing usage and membership of social media sites Travel Weekly Consumer Trends Survey, June 2013 (USA), Consumer Trends 2013: Strong growth for review websites http://www.travelweekly.com/Travel- News/Online-Travel/Doubts-not-diminishing-user-review-sites-growth/
  • Time to give review sites ‘ a big hug ‘ The big brands are… “ …You have to be honest with yourself, that’s number one. And for someone to have taken the time (to review), …that’s important… “Guests have the right to make a comment, and you need to understand that it is our responsibility to look at these sites and these comments and get back to the people. If there is any issue positive or negative you should take that time to reply”. Ken Minnikin, Head of Marketing, Mantra Group http://www.mytravelresearch.com/how-the-mantra-group-increases-occupancy-rates-visitation-levels-and-customer-satisfaction/
  • “WHERE DO I START” We hear it a lot
  • How to manage your online reputation 1. Manage your online reputation – find out what they are saying: – Do a search on your own business / region / destination – Google alerts – Look through directories – Social media – Tripadvisor
  • How to manage your online reputation 2. Claim / add your business – On as many business directories as possible – Upload logos and fantastic photo’s (save photo’s as keywords) – Correct name address phone – Keyword rich description – but use natural language / how you would talk – Ensure business is listed in the correct categories – More credible for search engines – Give trust in your online presence – More traction in search results
  • How to manage your online reputation 3. Ask your customers to write reviews and continue to engage: – Ask them to Check in: • 4 square • Facebook – Keep the conversation going on social media – Involve them in decisions, the future – Make a commitment to manage the channels and your online presence and reputation: • Social media • Comments • Posts • reviews
  • How to manage reviews Why should we reply? • By not replying or acknowledging reviews…you are telling your customers you don’t care • It is also good for business. Cornell’s School of Hotel Administration concluded in research that a 10% change in review grades may result in well over a 10% swing in the revenue a hotelier takes in per room • Implementing risk management for the potential buyer – they are more likely to gauge if their expectations will be met if they can read reviews Consumer Trends 2013: Strong growth for review websites http://www.travelweekly.com/Travel-News/Online-Travel/Doubts-not-diminishing-user-review-sites-growth/ “…it is not just the review, but the response from the hotel’s management to reviews that help inform a guest’s booking decision” Melissa Pogue, Starwood
  • How to manage reviews Negative reviews • Always respond. By not responding, you are saying you don’t care and validating the poor review • Respond as though you are aware and care about what is being said about you online • Respond positively (not negative) – A negative response can be perceived as though you are starting an argument – By being negative, you are validating the reviewers negative experience – By being positive you are portraying that the problem potentially resides with the customer, not your business • Take responsibility • Offer to take the complaint offline • Best possible case would be for the customer to respond to your service recovery response online http://www.mytravelresearch.com/how-the-mantra-group-increases-occupancy-rates-visitation-levels-and-customer-satisfaction/ “take the emotion out of it because you can go too far defending yourself. Just try and understand what the particular issue is.” Ken Minnikin, Head of Marketing, Mantra Group
  • How to reply Positive reviews • Respond, you are paying attention to the conversation • Looks like you are aware and you care • Reply with gratitude • Showing engagement with your customer only reinforces positive brand attributes
  • TRIPADVISOR Profile of the Tripadvisor reviewer – Asia Pacific
  • Research, complements of Tripadvisor
  • Research, complements of Tripadvisor
  • Tripadvisor user profile Audience: Asia, South East Asia, Oceania & Subcontinent Research, complements of Tripadvisor
  • Research, complements of Tripadvisor
  • Review sites • Are here to stay • Do influence decision making • Play an important part in building your brand and building your ever expanding online presence