The grove - Morgenmøde 29.1.14, Aarhus på TripAdvisor
Upcoming SlideShare
Loading in...5
×
 

The grove - Morgenmøde 29.1.14, Aarhus på TripAdvisor

on

  • 254 views

 

Statistics

Views

Total Views
254
Views on SlideShare
254
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    The grove - Morgenmøde 29.1.14, Aarhus på TripAdvisor The grove - Morgenmøde 29.1.14, Aarhus på TripAdvisor Presentation Transcript

    • ROD LARMAN MARKETING MANAGER @TheGroveHotel
    • THE GROVE | LONDON’S COUNTRY ESTATE BUSINESS CATEGORIES TARGET AUDIENCE • HOTEL • MEETINGS & EVENTS • WEDDINGS & SPECIAL OCCASIONS • GOLF • SPA • RESTAURANTS • COUPLES • FAMILES • INDIVIDUALS • CORPORATE
    • FROM 2003 TO TODAY... THE GROVE - SEPTEMBER 2003 • LOTS OF AWARDS • SOCIAL MEDIA WAS IN ITS EARLY DAYS • BRANDS COULD DOMINATE OPINION • UGC SITES LIKE TRIPADVISOR WERE SEEN AS A WAY TOATTACK THE GROVE - TODAY • SOCIAL MEDIA IS FRONT OF MIND • BRANDS NO LONGER HAVE CONTROL • PEOPLE ARE TALKING ABOUT YOU, SHARING EXPERIENCES • PEOPLE USE SOCIAL MEDIA TO MAKE INFORMED DECISIONS
    • TRIPADVISOR THE WORLD’S MOST INFLUENTIAL TRAVEL SITE • 260 million unique monthly visitors • 125 million reviews and opinions • 3.1 million accommodations, restaurants and attractions • 17 million traveller photos • 80 new contributions are posted every minute • 69 million people have downloaded the TripAdvisor app (28/min)
    • WORKING WITH TRIPADVISOR IT CAN NOT BE IGNORED! • Engaged Management Centre • Invested in a TripAdvisor Business Listing • Respond to all reviews • Promote TripAdvisor logo across all collateral • Integrated with Facebook • Add Rave Review widget • Proactively seek new reviews
    • REVIEW EXPRESS ONE OF FREE MARKETING TOOLS ON TRIPADVISOR • COLLECT GUEST DATA • SEGMENTATION • SET UP TEMPLATE • CUSTOMISE • TIMING
    • REVIEW EXPRESS 600 92.3 % 530 Vol. 400 200 0 76.8 % 80.2 % 25 2010 156 86 40 2009 2013 83.9 % 90.2 % 2011 2012
    • POPULARITY INDEX 62% 80% 2012 2014 1% increase in online reputation led to a 0.89% increase in Average Daily Rate (ADR) Cornell University
    • THE GOOD & THE BAD! THE GOOD • USER GENERATED CONTENT • BALANCED OPINION • FREE FEEDBACK • GREATER POSITIVITY • EXTREME REVIEWS CAN BE REMOVED THE BAD • RESPONDING CAN BE TIME CONSUMING • NO DIRECT CONTACT WITH TRIPADVISOR • SCORES TAKE TIME TO ADJUST • OPEN TO ABUSE, NO IDENTITY
    • GOOD FOR BUSINESS? HOW IT HAS HELPED THE GROVE... • DIFFICULT TO MEASURE DIRECT REVENUE • GUEST ENGAGEMENT, ALL FEEDBACK WELCOMED • REVIEWS SHARED INTERNALLY • NEGATIVE REVIEWS IN DECLINE • THE GROVE’S REPUTATION HAS IMPROVED • SCORE IN-LINE WITH COMPETITORS ...STILL MORE TO BE DONE!
    • ADVICE TO WORKING WITH TRIPADVISOR • DON’T EXPECT A PERSONAL SERVICE • CONSIDER IF BUSINESS LISTING IS RIGHT FOR YOU • INTEGRATE ACROSS ALL COMMUNICATIONS • TREAT IT NORMALLY • USE REVIEW EXPRESS • CHALLENGE UNFAIR REVIEWS Most of your guests will have had a good time, if they didn’t, you should be out of business!
    • Tak! T: +44 (0)1923 296038 | E: rod.larman@thegrove.co.uk @TheGroveHotel WWW.THEGROVE.CO.UK