TripAdvisor Reputation Management Presentation for CLA

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Presentation by TripAdvisor to the Connecticut Lodging Association on how to maintain your online reputation through actively following and responding to online comments.

Presentation by TripAdvisor to the Connecticut Lodging Association on how to maintain your online reputation through actively following and responding to online comments.

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  • …260 million visitors come each month to plan their trips. We’ve expanded from that tiny storefront in Massachusetts and our original .com site, and now have 34 points of sale around the globe. And as you can see, our traffic is truly international, as well, with more than 75% of it coming from outside of the United States. Most recently, we’ve expanded our reach in Latin America, rolling out four new TripAdvisor domains in localized Spanish language in Peru, Colombia, Chile and Venezuela this past fall.
  • How much they want to do that is evident to us from the growth in TripAdvisor’s mobile traffic and app downloads. Last quarter, we had more than 108 million monthly users on tablet and phone, approaching 40% of our total traffic. That mobile traffic is up more than 175% year-over-year. We’ve also had 69 million downloads for our family of apps. When we first approached mobile several years ago, it was never a question of simply adapting our core site, but of building out solutions that fully leveraged mobile’s unique functionality. Our growth is due, in part, to the fact that we’re continually evaluating what travelers want to do where on which device, and then evolving our solutions. We’ve gone from online apps to offline guides, from hybrid to native to better meet traveler needs. And when we talk about mobile we’re not just talking about phones, but about tablets, too.
  • CSI = Customer Satisfaction IndexRates each review from 0-100 based on seven key TripAdvisor ratingsCompare your hotel to a competitor and your citySee a quick look at the eight most-recent reviews and the CSI score for eachView a distribution of CSI scores and counts of recent reviewsWeek, Month, Quarter, Year
  • CSI = Customer Satisfaction IndexRates each review from 0-100 based on seven key TripAdvisor ratingsCompare your hotel to a competitor and your citySee a quick look at the eight most-recent reviews and the CSI score for eachView a distribution of CSI scores and counts of recent reviewsWeek, Month, Quarter, Year
  • Please mention:mention -          constantly evolving product, welcome any feedback-          we don’t do anything except email the customer on their behalf (was an issue that was stressed before)-          Also only available to hotels with less than 100 rooms (and restaurants / attractions)-          use it all the time!
  • Started receiving reviews in Jan 2013

Transcript

  • 1. REVIEWS, REPUTATION AND ROI Presented by Mark Preston DMO Northeast Sales Manager Getting the Most out of TripAdvisor and Your Online Presence
  • 2. REVIEWS AND OPINIONS MILLION
  • 3. user contributions every minutebusinesses listed million Unique monthly visitors*million candid traveller photos million *Source: Google Analytics, worldwide data, July 2013
  • 4. World’s largest travel site: 260M unique monthly visitors Traffic Sources (comScore 10/13) Europe 41 % Asia Pacific 24 % North America 23 % Latin America 8% Middle East & Africa 4%
  • 5. TripAdvisor Mobile 82M app downloads 82 city guides 20 languages In Q1 2013, TripAdvisor had 108 million unique monthly visitors on mobile, up over 100% year-over-year
  • 6. reviewsbusinesses listed TripAdvisor Page views of Connecticut Content in 2013* million unique users *Source: TripAdvisor Site Logs, 2013
  • 7. WHAT IS THE ROI OF SOCIAL MEDIA?
  • 8. Guests are visiting TripAdvisor more frequently prior to booking Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012. Overall Reputation Management Impacts your Bottom Line Properties with stronger reputations across all channels perform better overall Higher review scores allow hotels to charge more while maintaining occupancy rates.
  • 9. TAKE CONTROL
  • 10. Do Online Reviews Impact Booking? of global travelers say their booking decisions are impacted by online reviews of global hotels say reviews are important for bookings 93% 96% The TripBarometer by TripAdvisor is based upon an online survey conducted in Dec. 2012 – Jan. 2013. A total of 35,042 people participated in the online survey from 26 countries spanning 7 regions. The sample is made up of 15,595 consumers and 19,447 businesses, making it the world’s largest combined accommodation and traveler survey.
  • 11. TripAdvisor Management Center ONLY 1 OF 4 OF HOTELIERS ARE TAKING ADVANTAGE OF THIS IMPORTANT TOOL Source: TripAdvisor internal data
  • 12. www.tripadvisor.com/Owners www.tripadvisor.com.mx/Owners Step 1 Search for and find your property. Step 2 Fill in details and sign in. Register in TripAdvisor Management Center
  • 13. EMBRACE FEEDBACK
  • 14. Cornell Research: More reviews lead to higher ratings “Online Customer Reviews of Hotels: As Participation Increases, Better Evaluation Is Obtained” • Early reviews for accommodations tend to skew negative • However, as reviews increase, ratings become more positive – Terrible (rating of 1) reviews decrease by more than half – Excellent reviews grow by half • Positive reviews are more common than negative reviews – Examined over 1.28 million reviews • More than 70% had a rating of 4 or 5 • Only 15% had a rating of 1 or 2 Source: “Online Customer Reviews of Hotels: As Participation Increases, Better Evaluation Is Obtained.” Santiago Melián-González, Jacques Bulchand-Gidumal and Beatriz González López-Valcárcel. Cornell Hospitality Quarterly. March 2013.
  • 15. TripAdvisor reviews are largely positive Source: TripAdvisor. Percentage of all ratings, January 2014 48% 30% 12% 5% 5% Average Review Score: 4.12
  • 16. 91%of Caribbean properties reviewed in the last 30 days have a rating of 3.5 or higher. Source: TripAdvisor internal data, February 2014
  • 17. Key factors that influence your popularity QUALITYRECENT REVIEWSQUANTITY
  • 18. Track performance with Review Metrix
  • 19. Track performance with Review Metrix
  • 20. Property Snapshot • Ratings • Rankings • Review, photo and top comments activity Key metrics to measure day- to-day performance
  • 21. 21 ENCOURAGE FEEDBACK
  • 22. people view TripAdvisor content on sites other than TripAdvisor each month 500 million
  • 23. Review Express Easier than ever to ask guests to write a review on TripAdvisor! • Engage with guests after they have stayed to encourage valuable feedback for your business • Use customizable templates to easily email recent guests • Use campaign dashboard to monitor incoming reviews and optimize campaigns • It’s FREE!
  • 24. Review Express Dashboard
  • 25. properties have used Review Express to date 47,000+ 33% increase in reviews overall after using Review Express regularly
  • 26. • New property located in Edinburgh, UK • Started using automated Review Express a few months ago • ―Went from 1 review a month to 3-4 per week‖ • Thistle Residence’s popularity on TripAdvisor has been on the rise Review Express Case Study: Thistle Residence, Quartermile Apartments
  • 27. unique domains feature TripAdvisor widgets on their site105,000
  • 28. SPEAK UP
  • 29. Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013 Management Responses influence traveler decisions of respondents say an appropriate management response to a bad review improves my impression of the hotel. 87%of respondents say seeing a hotel management response to reviews makes me believe that it cares more about its guests. 77%
  • 30. Management Response Status Notification • Status updates: – Yes: Management Response written and published – No: No management response – Rejected: Management Response written but rejected because it didn’t meet TripAdvisor guidelines
  • 31. Management Responses: Best Practices 1. Sign up for review notification emails 2. Read our guidelines 3. Respond promptly 4. Say ―thank you‖ 5. Be original in reply 6. Highlight positives 7. Address specific complaints 8. Be polite and professional
  • 32. Management Responses: What Not to do
  • 33. PAINT YOUR PICTURE
  • 34. 73% of TripAdvisor users use photos from other travelers to help them make a decision Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013
  • 35. Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013
  • 36. SING YOUR PRAISES
  • 37. How to promote your awards • Add the emblem to your website • Display your award on your property • Issue a press release • Contact your local media • Post your award on Facebook and other social media outlets • Celebrate with past guests
  • 38. of TripAdvisor members surveyed say they are more likely to use a business with a TripAdvisor endorsement on display 75% Order your TripAdvisor sticker Visit your Management Center’s “Free marketing tools” section Source: "TripAdvisor Member Survey, October 2012
  • 39. Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012. Properties with stronger reputations across all channels perform better overall
  • 40. WHAT’S NEW?
  • 41. TripConnect A link on your TripAdvisor profile featuring your rates and availability — sending travelers directly to your online reservations center. Offering a Powerful New Way to Maximize Direct Bookings with:
  • 42. TripConnect: Benefits Share rates and availability Control your budget Access revenue tracking services* Get more reviews automatically* Get prime placement *These benefits are available with Premium Partner Internet Booking Engines
  • 43. TripConnect: How it Works Travelers see and click on your link on your TripAdvisor page Travelers go directly to your website’s booking page, where they can easily convert into direct bookings
  • 44. TripConnect Be a Business Listings subscriber Work with a certified Internet Booking Engine As a Business Listings subscriber, you’ll be able to take full advantage of powerful marketing tools like TripConnect, Special Offers, in-depth analytics with expanded Property Dashboard and much more In order to participate in TripConnect, your IBE (Internet Booking Engine) – the company that supports your website’s online booking capabilities – must be a certified TripConnect Partner In order to participate, you must: For more information, go to: www.TripAdvisor.com/TripConnectFAQ
  • 45. TripConnect Premium Certified Partners
  • 46. TripAdvisor for Business resources www.tripadvisor.com/owners@tripadvisor4biz
  • 47. TripAdvisor Insights www.TripAdvisor.com/TripAdvisorInsights 4 8
  • 48. THANK YOU Mark Preston DMO Northeast Sales Manager 617-795-7951 mpreston@tripadvisor.com Thank you.