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Adam lu trip advisor bl_tw

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酒店直銷全球通

酒店直銷全球通

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  • And TripAdvisor is a key part of that process. We’re the world’s largest travel site and we continue to grow at a rapid pace. We have 40 million unique monthly visitors and just last month, we reached 45 million reviews and opinions. Our community includes 20 million loyal, registered members who submit 23 new contributions every minute of every day, and we have listings for more than 1 million properties in over 71,000 destinations worldwide We now operate in 29 countries and 20 languages. We put hotels in front of an enormous number of prospective guests, and a lot of opportunity. It is also a great leveler and the size of your marketing budget will not influence your position!Our Owners’ Center, and all the free tools we offer you to make the most of your listing and put your best face forwardHow – and why – to use our management response tool
  • Mention traditional track your performance tab and discuss how they both differ and complement each other.

Adam lu trip advisor bl_tw Adam lu trip advisor bl_tw Presentation Transcript

  • The world’s largest travel site在TripAdvisor上最大限度的展現您的物業一鍵之遙,將您的潛在客人轉變成真正的酒店住客Presented byAdam Lu
  • The world’s largest travel siteWorld Largest Travel Site • 每月超過5000萬的活躍獨立用戶 • 超過3200萬註冊會員 • 每天有數以萬計的中立點評給酒店,餐廳和旅遊 景點,每分鐘有41個點評成功上傳 • 超過1百萬家酒店、餐館和景點 • 超過700萬張旅行者照片 • 全球範圍31個域名以21種不同語言呈現 • 在所有旅行網站中名列前茅、屢獲殊榮
  • The world’s largest travel site 全球最大的旅行網站,每月超過5千萬的活躍用戶! 北美 歐洲 1600萬 1920萬 亞太地區 中東和非洲 1020萬 260萬 60,000,000 50,000,000 40,000,000 拉丁美洲 (Millions) 30,000,000 300萬 20,000,000 10,000,000 0Source: comScore, August 2011
  • The world’s largest travel site 我們的使命幫助全球範圍內的旅行者提供所有旅遊相關諮詢,為他們計劃一個完美的旅行!Marketing your property on and off of TripAdvisor 4
  • The world’s largest travel site 全球在線人數流量記錄 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000TripAdvisor Media Group 67,028 TripAdvisor 54,284 Booking.com 40,741 Expedia 37,679 Qunar 23,587 Yahoo! Travel 20,275 Hotels.com 18,490 Ctrip.com International 17,891 Kayak.com Network 14,512 Agoda 13,825 Priceline 12,879 Indian Railways 12,416 HomeAway 11,043 Ryanair 9,968 Orbitz 9,801 Southwest Airlines Co. 9,730 TripAdvisor is: About.com Travel 8,680 Hotwire 8,660 +44% larger than Expedia eDreams 8,133 MakeMyTrip 7,966 Lonely Planet 7,718 +167% larger than Yahoo Travel TUI 7,697 Marketing your property on and off of TripAdvisor 5 Source: ComScore, June 2012
  • The world’s largest travel site 世界上最值得信賴的旅遊建議 2000年成立來自世界各地超過190個國家的5千多 2004年成為Expedia旗下公司萬用戶在這裡計劃他們的旅遊行程! 2011年分拆成為納斯達克獨立上市公司(NASDAQ: TRIP) TripAdvisor Global Family Marketing your property on and off of TripAdvisor 6
  • NEWS/ TOURISM TRAVEL PLANNING HOTELS/ TRANSPORTATIONPORTALS ORGANISATIONS WEBSITES HOTEL GROUPS COMPANIES The world’s largest travel site 7
  • The world’s largest travel site 在全球21種語言31個域名網站上做推廣 America www.tripadvisor.com Italy www.tripadvisor.it Argentina www.tripadvisor.com.ar Japan www.tripadvisor.jp Australia www.tripadvisor.com.au Korea www.tripadvisor.co.kr Brasil www.tripadvisor.com.br Malaysia www.tripadvisor.com.my Canada www.tripadvisor.ca Mexico www.tripadvisor.com.mx China www.daodao.com Norway no.tripadvisor.com Denmark www.tripadvisor.dk Poland pl.tripadvisor.com Egypt www.tripadvisor.com.eg Russia www.tripadvisor.ru France www.tripadvisor.fr Singapore www.tripadvisor.com.sg Germany www.tripadvisor.de Spain www.tripadvisor.es Greece www.tripadvisor.com.gr Sweden www.tripadvisor.se Holland nl.tripadvisor.com Taiwan www.tripadvisor.tw India www.tripadvisor.in Thailand th.tripadvisor.com Indonesia www.tripadvisor.co.id Turkey www.tripadvisor.com.tr Ireland www.tripadvisor.ie UK www.tripadvisor.co.ukMarketing your property on and off of TripAdvisor 8
  • The world’s largest travel site 人口統計 45%的家庭有孩子 49% Male男性 51% Female女性 32%有大學學歷 10%研究所畢業 High Household Income 高收入家庭 - 47% - Over $75K - 29% - Over $100K - $47,500 – Median Income 40% 單身貴族 Age年齡 - 70% - 25-54 years of age - 47% - 35-54 years of age Index 155 Corporate - 37% - 35+ years of age Management Title (VP, - 40 years - Median Age Director, Manager) 企業高級管理人士Marketing your property on and off of TripAdvisor 9
  • The world’s largest travel site 全球通酒店直銷特色• 展示酒店直銷網站、電子郵件和電話號碼• 將正在瀏覽酒店頁面的潛在用戶轉化為真正的 直接預訂客戶• 滲透到TripAdvisor每月5千萬正在選擇酒店住 宿的活躍用戶中• 封頂年費:無需佣金,訂單無上限!• 無風險投資-如果該模式不適用於貴酒店,可在 60天內取消,我們會退還餘款• 酒店可以放置跟踪代碼跟踪訂單情況• 吸引潛在客戶從您上傳的特別優惠套餐預訂 Marketing your property on and off of TripAdvisor 10
  • The world’s largest travel site 靈活的選項顯示 Phone number Hotel website• Hotel website – 官網 Displays as “Hotel website”• Phone number – 電話 Displays as “XXX-XXXXXXXX”• E-mail address – 電子郵件 Displays as “E-mail hotel” Special Offer E-mail• Hotel deals URL –特惠 Displays as “Hotel deals”• Hotel packages URL – 套餐 Displays as “Hotel packages”• Virtual tour URL – 虛擬瀏覽 Displays as “Virtual tour” 11Marketing your property on and off of TripAdvisor 11
  • The world’s largest travel site 優惠信息展示 • 出現在您的酒店主頁 • 吸引更多的旅客與您直接 諮詢或預訂 • 創建特惠套餐 • 設置有效期,優惠券代碼 和贖回鏈接並直接從您的 官網預訂 • 根據季節輕鬆更改報價或 特惠內容Marketing your property on and off of TripAdvisor 12
  • The world’s largest travel site優惠信息還能:• 當旅客通過搜索引擎搜索時,您 的優惠信息將被顯示在本地搜索 結果的第一頁• 特別優惠標籤將出現在您的全球 通酒店直銷頁面,為客戶提供更 多的理由來點擊和預訂• 特惠信息的創建非常容易• 酒店可隨時在幾分鐘內創建特惠 套餐,並進行編輯或刪除Marketing your property on and off of TripAdvisor 13
  • The world’s largest travel site 優惠信息還能: 特別優惠給你更 多的網絡曝光率 和知名度,谷歌 地圖上也能清晰 顯示您的特惠信 息。Marketing your property on and off of TripAdvisor 14
  • The world’s largest travel site 您的特別優惠將被刊登在我們的 每月eDMS電子周刊 全球超过2千万的活跃用户都能收到该周刊 Market (IP) Subscribers Australia 325,000 NZ 55,000 India 200,000 Malaysia 90,000 Philippines 85,000 Singapore 80,000 China 65,000 Indonesia 40,000 Japan 40,000 Thai 35,000 Vietnam 15,000 S.Korea 14,000 Taiwan 12,000 Hong Kong 5,000 Cambodia 2,800Marketing your property on and off of TripAdvisor 15
  • The world’s largest travel site 我們會根據用戶的瀏覽記錄把他/她 感興趣區域的酒店特惠信息會以郵 件的方式發到客戶郵箱。 這是與潛在客戶接觸的最佳方式!Marketing your property on and off of TripAdvisor 16
  • The world’s largest travel site智能手機應用程序 • 與全球成功1千萬的活躍用戶直接連接 • 輕輕一點用戶可以從手機界面直接預訂 • 全球範圍內自動翻譯成21種語言 • 兼容所有主要的移動手機和智能手機功能 • 商務旅客的最愛Marketing your property on and off of TripAdvisor 17
  • The world’s largest travel site 案例研究 - 電話追踪2010年6月 • 25全部選擇服務屬性 • 附加的全球通服務“可追踪”的電話號碼 • 測得超過15天的期限(224通呼叫的通話量) • 應用客戶端的所有超過2分鐘的呼叫提供了40%的 轉換率 • 乘上$210平均交易量(客戶提供) • 以年率計算,作為ROI / ROAS比較基數 • 3.81的投資回報率,電話跟踪 • 4機場物業12-1平均電話跟踪Marketing your property on and off of TripAdvisor 18
  • The world’s largest travel site 有全球通用戶手機端 vs. 無全球通用戶手機端Marketing your property on and off of TripAdvisor 19
  • The world’s largest travel site 手機用戶應用程序的整合和附加功能 Mobile Apps To take on explosive mobile marketplace • 到目前為止有超過 • 谷歌的最新報導說,從 1700萬用戶下載了手 2010到2011年酒店移動搜 機應用程序 索增加了3000% • 每分鐘有25人下載該 程序 • 在移動頁面訪問量同 比增長250%* Source: TripAdvisor** Source: Vizergy “10 Local and Mobile Marketing Strategies to Put Your Hotel on the Map” 2012*** Source: Google “Our Mobile Planet” May 2012 20
  • The world’s largest travel site 手機用戶應用程序的整合和附加功能Mobile Apps 21
  • The world’s largest travel site 全球通酒店直銷手機移動程序升級:特惠套餐也能在手機應用程序上顯示! 22
  • The world’s largest travel site 創建一個自定義的幻燈片• 怎樣使您的物業總眾 多物業中脫穎而出?• 只需上傳5張您物業 的照片到我們的網站, 系統將自動創建一個 專屬您的專業幻燈片。 更多全球范围的曝光 率和点击率! Marketing your property on and off of TripAdvisor 23
  • The world’s largest travel site 總結 Feature Benefit • Pay for an annual listing, gain traffic through the year Fixed cost 固定成本 • 只需支付年費,獲得更多的世界範圍網絡曝光率和流量- 有限的成本 和無限客房直接預訂(無需支付第三方佣金) • Special Offers get travellers attention who may not usually consider your property Incremental bookings • 特惠套餐讓不曾考慮住貴酒店的旅客也注意到你們 增長的預定 • Brand site is a platform for future channel loyalty • 酒店官網才是未來忠實客戶的發展平台 • Bookings at a lower cost of acquisition relative to alternative Channel acquisition cost channels 渠道擴展成本 • 與其他渠道相比,每間客房的預訂將支出更低的成本 Cancel at any time (in • This is a risk-free investment. If your placement is not working for the first 60 days) you, cancel and get a pro-rated refund 隨時取消 (在前60天內) • 這是一個無風險投資,如果你覺的不適合,可在限定時間內取消 Quality of traffic relative • TripAdvisor attracts viable demographics of in-market travellers to search engines interested in your property 流量的質量跟搜索引擎緊 • TripAdvisor吸引到對您的物業感興趣的全球範圍內游客 緊相連 • Create compelling value additions and attractive deals Special Offers • 創建引人注目的副加值和有更有吸引力配套 特別優惠 • Market distressed inventory and enhance exposure on TripAdvisorMarketing your property on and off of TripAdvisor 24 • 增加全球範圍內的曝光率
  • The world’s largest travel site Forrester對175間酒店回報率的研究結果 Incremental Return on Time to recoup Property bookings/ investment investment $ spent Sabre Hospitality Solutions 154 hotels, worldwide including APAC 410% $6/$1 2 months 4-720 rooms Hotel 41 London 4830% £58/£1 1 month 30 rooms NYC Property Times Square, NY 4660% $56/$1 1 month 450 rooms Varden Hotel Long Beach, CA 4150% $50/$1 1 month 35 roomsIn the TripAdvisor-commissioned studies "The Total Economic Impact of TripAdvisors Business Listings," January, March and April 2011Marketing your property on and off of TripAdvisor 25
  • The world’s largest travel site Management Centre用戶管理中心 www.tripadvisor.com/owners• 為每間酒店量身定做• 所有您需要管理的功能都能在 這裡找到• 管理全球通頁面• 網上市場工具• 管理您的點評• TripAdvisor能為您做什麼
  • The world’s largest travel site管理中心還可以幫助您: 利用TripAdvior的點評平臺 Promote 來增加更多的直接訂單 Engage 積極回覆客人點評,并為 潛在客戶提供有用的信息 Monitor 時時關注客人的點評并追 蹤客人的滿意度
  • The world’s largest travel siteNew!管理階層設置主頁• 鑑定客戶回饋趨勢• 關注競爭對手情況• 發覺潛在客戶來自哪裡• 追踪您的物業在TripAdvisor上 的排名• 積極關注並回复客人點評• 回顧旅客照片情況和數據• 利用TripAdvisor的專家提示 28
  • The world’s largest travel site 哪些因素會影響你的人氣排名?• 點評的數量• 點評的質量• 點評的頻率 29
  • The world’s largest travel site 關注您物業的排名?用戶管理中心www.tripadvisor.com/owners• 點擊“追踪網絡表現”• 點擊“月”在查看結果按鈕在圖標右上方• 選擇一個直接競爭對手,互比各​​自網絡 表現情況• 查看最近6個月大家的點評數量和質量 對比• 比較每個月客戶滿意度的得分情況 (CSI) 30
  • The world’s largest travel site管理您的點評• 回复客人點評• 提出有爭議的點評• 收到任何點評的通知• 利用網上市場宣傳工具 贏得更多點評• 跟踪表現情況
  • The world’s largest travel site酒店管理層點評回复差評對客戶的影響 酒店管理層點評回复好評對客戶的影響A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 32
  • The world’s largest travel site 您的全球通酒店直銷頁面1 特別優惠被展示在您酒店直 接聯繫方式的正下方,點擊 後會有另外一個單獨的窗口 彈出 33
  • The world’s largest travel site 展示您的物業在城市排名第一酒店上方2 您的特惠套餐會展示在您所屬 區域酒店搜索結果第一的上方 34
  • The world’s largest travel site 特惠套餐彈出的窗口3 當潛在客戶點擊“特惠套餐”會立即彈 出另外一個窗口提供更多優惠套餐的 詳細內容,顧客可以選擇在網上兌換 或線下兌換 35
  • The world’s largest travel site 搜索結果頁面4 當客戶點擊“特惠”時,您 的特惠套餐會出現在您所 在地區的所有“特惠”目錄 中 36
  • The world’s largest travel site 地圖浏览標籤5 當旅客通過谷歌地圖等渠道 搜索時,你的酒店和特別優 惠會出現在頁面,讓您的酒 店比其他同區域的酒店更突 出 37
  • The world’s largest travel site感謝您的時間 !TripAdvisor for BusinessAdam LuBusiness Listings APACTripAdvisor LLCOffice. +65 6643 1270Fax. +65 6733 9973adamlu@tripadvisor.com