40 Million Reasons to get involved:
Making the most of your TripAdvisor presence
Nathan Clapton, General Manager, Business...
2
Travel review web sites and hotel reviews
on online travel agencies (OTAs) are
among the most influential forces most
fr...
3
MillionUU’s
July 2010 Worldwide Uniques
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
July 2010 Worldwide Uniqu...
4
Europe
17mNorth
America
15.2m
LATAM
2.17m
APAC
6.5m
Middle East
&
Africa
1.87m
MillionUU’sGlobal traffic breakdown, with...
5
UGC Fuels and Rules
6
7
TripAdvisor reviews are largely positive
9% 8%
11%
27%
45%
1 2 3 4 5
Percentage of all ratings, October 2010
Average sco...
TripAdvisor Owners’ Centre:
This is all FREE!!!!
9
10
• Update your details
• Post photos & video
• Monitor &
respond to reviews
• Solicit more reviews
• 200,000 registered
...
11
Make the most of your listing
12
13
14
Details – Your opportunity to optimize and differentiateYour opportunity to differentiate
15
Photos & video – the more, the better
16
Cities Sights Hotels, & more…
Mobile, with more than two million photos!
17
Reviews + MarketMetrix
Benchmark
against local
competition
Management Responses:
Have the FINAL say!
19
Management response from owner/manager
(Management representation)
Sep 24, 2010
Thank you so much for bringing to our a...
20
Management response from owner/manager
(Management representation)
Sep 9, 2010
Dear Robert800,
Thank you so very much f...
21
“People that lack taste and a life of their
own should try to venture out into the real
world instead of hiding behind ...
Get TripAdvisor to work for you:
Keep customers on your site with the help
of TripAdvisor information
23
24
25
26
Business Listings:
The key to capturing more direct bookings
27
Section: business listings
28
28
Connect with our
Mobile Audience
29
“In the short time we have
subscribed to Business
Listings we have seen hits to
our site increase significantly.
It’s a...
30
Business Listings Testimonials
“Business Listings has been fantastic; now people know
exactly where to reach us. Our bu...
31
The Future is Digital:
Be a part of it!
32
4,592
3,429
3,226
2,881
2,723
2,211
2,097
2,051
1,835
1,640
1,129
1,039
924
823
786
664
514
0 500 1,000 1,500 2,000 2,5...
• Phone
– 020 3318 5019 or 0800 098 8460 (free phone)
• Email
– ownerhelp@tripadvisor.com
• TripAdvisor Help Centre
– Oppo...
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Trip advisor master class presentation

  1. 1. 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
  2. 2. 2 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 Opportunity knocks “ “
  3. 3. 3 MillionUU’s July 2010 Worldwide Uniques 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 July 2010 Worldwide UniquesMillionUU’s Source: Comscore, July 2010
  4. 4. 4 Europe 17mNorth America 15.2m LATAM 2.17m APAC 6.5m Middle East & Africa 1.87m MillionUU’sGlobal traffic breakdown, with Europe at #1 Source: Comscore, July 2010
  5. 5. 5 UGC Fuels and Rules
  6. 6. 6
  7. 7. 7 TripAdvisor reviews are largely positive 9% 8% 11% 27% 45% 1 2 3 4 5 Percentage of all ratings, October 2010 Average score is 3.90
  8. 8. TripAdvisor Owners’ Centre: This is all FREE!!!!
  9. 9. 9
  10. 10. 10 • Update your details • Post photos & video • Monitor & respond to reviews • Solicit more reviews • 200,000 registered owners (and growing) Listing management tools
  11. 11. 11 Make the most of your listing
  12. 12. 12
  13. 13. 13
  14. 14. 14 Details – Your opportunity to optimize and differentiateYour opportunity to differentiate
  15. 15. 15 Photos & video – the more, the better
  16. 16. 16 Cities Sights Hotels, & more… Mobile, with more than two million photos!
  17. 17. 17 Reviews + MarketMetrix Benchmark against local competition
  18. 18. Management Responses: Have the FINAL say!
  19. 19. 19 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.
  20. 20. 20 Management response from owner/manager (Management representation) Sep 9, 2010 Dear Robert800, Thank you so very much for the lovely review. We are very delighted that 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.
  21. 21. 21 “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.” But not this way…
  22. 22. Get TripAdvisor to work for you: Keep customers on your site with the help of TripAdvisor information
  23. 23. 23
  24. 24. 24
  25. 25. 25
  26. 26. 26 Business Listings: The key to capturing more direct bookings
  27. 27. 27 Section: business listings
  28. 28. 28 28 Connect with our Mobile Audience
  29. 29. 29 “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 Business Listings Testimonials “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
  30. 30. 30 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
  31. 31. 31 The Future is Digital: Be a part of it!
  32. 32. 32 4,592 3,429 3,226 2,881 2,723 2,211 2,097 2,051 1,835 1,640 1,129 1,039 924 823 786 664 514 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 TripAdvisor Expedia Booking.com Lastminute.com Thomson Thomas Cook Late Rooms First Choice Cheap Flights Travel Supermarket Yahoo! Travel Teletext MSN Travel Kayak Holiday Watchdog Travelzoo Virtual Tourist Source: Comscore July 2010 TripAdvisor The Biggest Travel Site In The UK TripAdvisor is: +17% of the travel market +34% larger than Expedia +32% up YoY TripAdvisor: The UK’s largest travel site
  33. 33. • Phone – 020 3318 5019 or 0800 098 8460 (free phone) • Email – ownerhelp@tripadvisor.com • TripAdvisor Help Centre – Opportunity to discuss individual questions after the event How can we help?
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