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HOTEL13-Tripadvisor Massimiliano Gallo
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HOTEL13-Tripadvisor Massimiliano Gallo

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Keynote Optimize your online reputation by Massimiliano Gallo on Hotel'13 conference

Keynote Optimize your online reputation by Massimiliano Gallo on Hotel'13 conference

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    HOTEL13-Tripadvisor Massimiliano Gallo HOTEL13-Tripadvisor Massimiliano Gallo Presentation Transcript

    • The world’s largest travel siteThe world’s largest travel siteTripadvisor Best PracticesMassimiliano GalloTerritory Manager France & Benelux / Business ListingsAntwerp, 16th of May 20134/29/13
    • The world’s largest travel siteThe world’s largest travel siteusercontributionsevery minutebusinesses listed,including 1.1+ millionaccommodationsmillionUniquemonthlyvisitors*million2reviews and opinionsmillion*Source: Google Analytics, worldwide data, January 2013
    • The world’s largest travel siteThe world’s largest travel site47 million TripAdvisor members3Members(millions)05101520253035404550Source: TripAdvisor internal data
    • The world’s largest travel siteThe world’s largest travel siteAmerica www.tripadvisor.com Italy www.tripadvisor.itArgentina www.tripadvisor.com.ar Japan www.tripadvisor.jpAustralia www.tripadvisor.com.au Korea www.tripadvisor.co.krBrasil www.tripadvisor.com.br Malaysia www.tripadvisor.com.myCanada www.tripadvisor.ca Mexico www.tripadvisor.com.mxChina www.daodao.com Norway no.tripadvisor.comDenmark www.tripadvisor.dk Poland pl.tripadvisor.comEgypt www.tripadvisor.com.eg Russia www.tripadvisor.ruFrance www.tripadvisor.fr Singapore www.tripadvisor.com.sgGermany www.tripadvisor.de Spain www.tripadvisor.esGreece www.tripadvisor.com.gr Sweden www.tripadvisor.seHolland nl.tripadvisor.com Taiwan www.tripadvisor.twIndia www.tripadvisor.in Thailand th.tripadvisor.comIndonesia www.tripadvisor.co.id Turkey www.tripadvisor.com.trIreland www.tripadvisor.ie UK www.tripadvisor.co.ukEvery property appears on 30 domains and in 21 languages4
    • The world’s largest travel siteThe world’s largest travel siteTripAdvisor reviews are largely positive6% 6%12%29%48%1 2 3 4 5Average Score is 4.08Percentage of all ratings, December 20125
    • The world’s largest travel siteThe world’s largest travel siteYour TripAdvisorManagement CentreCreate you account at www.tripadvisor.co.uk/OwnersFree tools to help you make the most of yourpresence on TripAdvisor
    • The world’s largest travel siteThe world’s largest travel sitehttp://www.tripadvisor.co.uk/OwnersRegister in TripAdvisor Management CentreStep 1Search for and find your property.Step 2Fill in details and sign in.
    • The world’s largest travel siteThe world’s largest travel site
    • The world’s largest travel siteThe world’s largest travel site9Your description: An opportunity to differentiate& manage the expectations of your guests
    • The world’s largest travel siteThe world’s largest travel sitePhotos & video – ‘the more, the better’Primary photo
    • The world’s largest travel siteThe world’s largest travel site
    • The world’s largest travel siteThe world’s largest travel siteGet notified of new reviews
    • The world’s largest travel siteThe world’s largest travel site• Encourage morereviews
    • The world’s largest travel siteThe world’s largest travel siteYour website is your cheapest avenue to market:So, keep people on your page!!
    • The world’s largest travel siteThe world’s largest travel site15
    • The world’s largest travel siteThe world’s largest travel siteManagement Responses16Why should you respond to reviews?How should you respond to negative andpositive reviews?How often should you respond to reviews?
    • The world’s largest travel siteThe world’s largest travel siteA commissioned survey conducted by ForresterConsulting on behalf of TripAdvisor, “2010 Q4Forrester/TripAdvisor Custom Online Survey”Seeing a management response to reviewsis important to me
    • The world’s largest travel siteThe world’s largest travel siteA management response toa bad review reassures meA management responseto a good review makesme think highly of the hotelA commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”
    • The world’s largest travel siteThe world’s largest travel siteA commissioned survey conducted by ForresterConsulting on behalf of TripAdvisor, “2010 Q4Forrester/TripAdvisor Custom Online Survey”If I was considering two comparable properties,the presence of management responses on one wouldsway me in its favor
    • The world’s largest travel siteThe world’s largest travel site20Hotel’s right of reply:Your word is final
    • The world’s largest travel siteThe world’s largest travel siteA commissioned survey conducted by ForresterConsulting on behalf of TripAdvisor, “2010 Q4Forrester/TripAdvisor Custom Online Survey”21An aggressive management responseto a bad review makes the hotel look worse
    • The world’s largest travel siteThe world’s largest travel siteWhat is Business Listings• Direct contact details on yourTripAdvisor property page• Special Offers – attractadditional guests• Announcements – highlightyour property• Slideshow – show off yourproperty• Exclusive additional featuresin the ManagementDashboardGet additional exposure and direct bookings for your hotel with:22
    • The world’s largest travel siteThe world’s largest travel siteBusiness Listings – Direct connection to bookersFlexible display options:• Hotel website• Phone number• E-mail hotel• Hotel deals• Hotel packages• Virtual tourPhone number Hotel websiteE-mail hotelOffers &Announcements23
    • The world’s largest travel siteThe world’s largest travel siteConnect with a mobile audienceYour direct contact links are alsodisplayed on TripAdvisor’s mobilesite and app.• Available in 20 different languages.• Compatible with all major mobilephones and smart phones.• Connect users to your directreservation line and website withone touch of the screen.2424
    • The world’s largest travel siteThe world’s largest travel siteProperty pageSpecial Offers: Additional exposure for your property25
    • The world’s largest travel siteThe world’s largest travel siteCoupon pop-upAll pop-ups includeproperty contact details toencourage travelers to acton your promotion.26Special Offers: Additional exposure for your property
    • The world’s largest travel siteThe world’s largest travel siteDestination page27Special Offers: Additional exposure for your property
    • The world’s largest travel siteThe world’s largest travel siteSearch results28Special Offers: Additional exposure for your property
    • The world’s largest travel siteThe world’s largest travel siteMap view29Special Offers: Additional exposure for your property
    • The world’s largest travel siteThe world’s largest travel siteReach additional travellers on mobile30Remember: Special Offer display on TripAdvisor websites isincluded with the standard Business Listing subscription30• Display your Special Offer onTripAdvisor’s mobile app and website• For an extra fee, put your Special Offer infront of 45 million additional uniquemonthly users.
    • The world’s largest travel siteThe world’s largest travel siteNEW! Property DashboardReports• Your Visitors• Your Competitors• Your City• Visits to Page*Put the power of TripAdvisor analytics to work for your business!* Visits to Page not available to all subscribers31
    • The world’s largest travel siteThe world’s largest travel siteBusiness Listing AnnouncementsAnnouncements offer a powerful messaging platform that appears on yourproperty page and area search results.• Update travelers about newfeatures or facilities orpromote special events• Post an Announcementalongside a Special Offer,and your property will standout even more by givingbrowsing travelers twogreat reasons to click onyour listing32
    • The world’s largest travel siteThe world’s largest travel siteSlideshow Feature – Show off your property• Displays property loadedphotos in professional slideshow*• Photos will display with yourdirect contact details andspecial offer at the bottom ofthe slideshow!• Update regularly, accordingto seasonality and marketingneeds* Minimum of 5 property photos need to be loaded33
    • The world’s largest travel siteThe world’s largest travel site“TripAdvisor drives a lot of business to our websiteand that wouldn’t happen quite as easily andseamlessly if we did not have the Business Listing.Whilst guests spend a lot of time looking at reviews, ifyou make it difficult for them to access yourinformation, they might not go there. So make itreally easy, make it one click away. For us, that’sabsolutely key to being on TripAdvisor.”Robert Nadler, CEO, base2stay34
    • The world’s largest travel siteThe world’s largest travel siteForrester Consulting Business Listings case study35• £58 in incremental bookingsfor every dollar spent• A very positive 4830% risk-adjusted ROI• Time to recoup investment:1 month• €81 in incremental bookingsfor every Euro spent• A 6815% 3-year riskadjusted ROI• Time to recoup investment:1 weekHotel 41London, United Kingdommok’house B&BRome, ItalyIn the TripAdvisor-commissioned study "The Total Economic Impact of TripAdvisors Business Listings," conducted by Forrester Consulting, April 2011 and November 2012
    • The world’s largest travel siteThe world’s largest travel siteDallas Master Class1. Register with the new Management Centre today– FREE!2. Upload photos and video to TripAdvisor listing – FREE!3. Use reminder tools to encourage guests to write reviews – FREE!4. Sign up for new review notification and respond to select reviews – FREE!5. Add TripAdvisor content to your website with badges and widgets – FREE!6. Think about enhancing your presence on TripAdvisor through business listingsKey Points
    • The world’s largest travel siteThe world’s largest travel siteBusiness Listings Promo CodeHOTEL13TAGet 20% discount on the Business Listings(valid until may the 31st 2013)3737
    • The world’s largest travel siteThe world’s largest travel siteDank u!Massimiliano GalloTerritory Manager France & Benelux / Business Listings