Trip advisor master class presentationPresentation Transcript
40 Million Reasons to get involved: Making the most of your TripAdvisor presence Nathan Clapton, General Manager, Business Listings TripAdvisor Master Class, Manchester 4 November 2011
Opportunity knocks “ Travel review web sites and hotel reviews on online travel agencies (OTAs) are among the most influential forces most frequently cited by travelers when shopping. -PhoCusWright, Social Media in Travel, June 2010 “
July 2010 Worldwide Uniques July 2010 Worldwide Uniques Million UU’s Million UU’s Source: Comscore, July 2010
Global traffic breakdown, with Europe at #1 Europe 17m North America 15.2m Million UU’s APAC 6.5m Middle East &Africa 1.87m LATAM 2.17m Source: Comscore, July 2010
UGC Fuels and Rules
TripAdvisor reviews are largely positive Average score is 3.90
TripAdvisor Owners’ Centre: This is all FREE!!!!
Listing management tools
Update your details
Post photos & video
Monitor & respond to reviews
Solicit more reviews
200,000 registered owners (and growing)
Make the most of your listing
Details – Your opportunity to optimize and differentiate Your opportunity to differentiate
Photos & video – the more, the better
Mobile, with more than two million photos! Cities Sights Hotels, & more…
Reviews + MarketMetrix Benchmark against local competition
Management Responses: Have the FINAL say!
Management response from owner/manager (Management representation) Sep 24, 2010 Thank you so much for bringing to our attention the issue with your car. Just to clarify the parking garage is owned and operated by the City of Minneapolis and their outside contractor. Yes the hotel is located above the garage and guests are allowed to charge parking to their room. However none of the employees or parking revenues are shared with the hotel. I am so sorry to hear of this incident. We have a great working relationship with the City of Minneapolis and their parking contractor and we as well will voice our displeasure with how their employee handled your situation. Rest assured this is a very unusual circumstance and again offer our apologies. This response is the subjective opinion of the management representative and not of TripAdvisor LLC.
Management response from owner/manager (Management representation) Sep 9, 2010 Dear Robert800, Thank you so very much for the lovely review. We are very delightedthat you enjoyed your stay with us. It has been our goal to ensure that your stay is a Perfect 10. Your comment is very much appreciated. Again, our sincerest thanks. We look forward in welcoming you back at the hotel.
But 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 because such an incident has never been recorded in the archives of our Hotel. We regret that some customers spoil the time by writing negative comments for Hotels.”
Get TripAdvisor to work for you: Keep customers on your site with the help of TripAdvisor information
Business Listings: The key to capturing more direct bookings
Section: business listings
28 Connect with our Mobile Audience
Business Listings Testimonials “In the short time we have subscribed to Business Listings we have seen hits to our site increase significantly. It’s a great value for money marketing tool.” - ANDY COLE, OWNER, THE TWENTY ONE, BRIGHTON “Visits to our website have gone up a third…. In general, TripAdvisor drives almost as much business to our website as Google.” - ATHOLE GUEST HOUSE, BATH, UK “TripAdvisor Business Listings is an integral part of our strategy to reach potential guests. Since we began listing our email address, phone number and website link on TripAdvisor, we’ve seen bookings increase and remain strong.” -JANE, UNION STREET INN, SAN FRANCISCO
Business Listings Testimonials “Business Listings has been fantastic; now people know exactly where to reach us. Our business has increased by 50% -- so much that it’s almost impossible to keep up with the calls and emails. We’re referring 20-30 people each day to other properties. We think Business Listings are an exceptional value for the money.” -Janice & James Monaghan, owners, Bay Tree House Bed & Breakfast London, England
The Future is Digital: Be a part of it!
TripAdvisor: The UK’s largest travel site TripAdvisor The Biggest Travel Site In The UK TripAdvisor is: +17% of the travel market +34% larger than Expedia +32% up YoY Source: Comscore July 2010
How can we help? Phone 020 3318 5019 or 0800 098 8460 (free phone) Email firstname.lastname@example.org TripAdvisor Help Centre Opportunity to discuss individual questions after the event