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Seminar Presentation by Victoria Delaney of Trip Advisor at the E-Tourism Africa Summit 2011 in Cape Town

Seminar Presentation by Victoria Delaney of Trip Advisor at the E-Tourism Africa Summit 2011 in Cape Town

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  • Of course, there’s a right and a wrong way to do everything…..These are a few management responses that didn’t make it on to our site – we do make an effort to save impetuous owners from themselves -- but they nicely illustrate what you don’t want to do. Take a few minutes to review our management response policies, also available in our Owners’ Center. Your response does need to be family-friendly, professional, and in line with all of our guidelines in order to be published.

Trip Advisor Seminar Trip Advisor Seminar Presentation Transcript

  • 50 Million Reasons to Get Involved
    Making the Most of Your TripAdvisor Presence
    Presented by
    Victoria Delany
    16 September 2011
    eTourism Africa Summit
  • Opportunity knocks…
    “Travel review Web sites and hotel reviews on online travel agencies (OTAs) are among the most influential forces most frequently cited by travellers when shopping.”
    -PhoCusWright, Social Media in Travel, June 2010
    2
  • 3
    “Planning and review sites are still on the rise… Despite widespread stagnancy even among nontransactional websites, planning and reviews websites bucked the trend by attracting more visitors in 2010.”
    -PhoCusWright, Online Traffic and Conversion Report 2nd ed., February 2011
    …and it’s still growing
  • A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”
    4
    How important are user reviews to you when determining which hotel to stay at?
  • A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”
    5
    I won’t book a property unless it has reviews.
  • 6
  • TripAdvisor reviews are largely positive
    Average score is 3.90
    8
  • Introducing your new Management Center!
    9
  • http://www.tripadvisor.co.uk/Owners
  • 11
  • Re-organized and streamlined
    12
  • 13
    All the familiar tools, just easier to find
    13
  • 14
    TripAdvisor for Business Blog
    • Accessible on Management Center
    • Content
    • Videos
    • Tip sheets
    • How-to guides
    • Webinar schedule
    • How to Market Your Property on TripAdvisor for Free
    • Get More Reviews and Make the Most of Them
    • The Power of Management Responses to Guests’ Reviews
    • How to Earn TripAdvisor Awards and Promote Your Property
    15
    Videos
    • New Management Center Tools to Build Your Business
    • Market Your Property for Free: Eight Easy Tips
    • Responding to Traveler Reviews: Best Practices
    • How to Earn TripAdvisor Awards & Promote Your Property
    • Top 10 Reasons to Get a Business Listing
    • Set up a Successful Special Order: Top 10 Tips
    16
    Tip sheets
    • How to Market Your Property on TripAdvisor for Free
    • How to Respond to Traveler Reviews on TripAdvisor
    • How to Make the Most of Photo Content & Management Tools on TripAdvisor
    • How to Make a Great Promotional Video for Your Business
    • How to Boost Direct Bookings with TripAdvisor Business Listings
    • Much more!
    17
    How-to guides
  • Taking a closer look at your listing
    18
  • How to encourage reviews
    19
  • Get notified of new reviews
    20
  • Details: Your opportunity to differentiate
    21
  • Photos & video – the more, the better
    Primary photo
    22
  • Performance tracking
    Benchmark against local competition
    23
    23
  • 24
    Updating articles
  • 25
    90% of the forum
    posts are responded to
    in 24hrs!
    South Africa FORUMS:
    Topics:
    19,660
    Posts:
    118,929
  • Management Responses
    26
  • Seeinga management response to reviewsis important to me.
    A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”
    27
  • A management response
    to a good review makes
    me think highly of the hotel.
    A management response to
    a bad review reassures me.
    A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”
    28
  • If I was considering two comparable properties, the presence of management responses on one would sway me in its favor.
    A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”
    29
  • 30
  • 31
  • 32
  • 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.”
    33
  • A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”
    34
    An aggressive management response to a bad review makes the hotel look worse.
  • Traveller feedback on management responses
    “I like it that the Hotel management responds to posts here – says a lot about their focus on their customers.”
    -TripAdvisor member hazy-amersham
    “I also like the fact that a management representative replies to some comments made by guests. This tells me that ‘Lennons on Chifley’ are a hotel that care about their guests and reputation and go to lengths to acknowledge and rectify issues. Well done.”
    -TripAdvisor member Rosli
    “The manager of the hotel did respond, but it took him a month to do so. I appreciate the seemingly thorough response given, but I wish he’d done so in a more timely manner. I might have overcome my concerns about the safety of staying at his hotel and kept my reservation.”
    -TripAdvisor member OhioGirlScout
    35
  • Get TripAdvisor to work for you:
    Keep customers on your site with the helpof TripAdvisor information
    36
  • 37
  • Utilize your online marketing tools
    38
  • Add badges & widgets to your website
    39
  • 40
  • The future is digital:
    Be a part of it!
    41
  • The wisdom of friends: Inspiration
    44%of U.S. travelers always or often consult friends and family for travel advice
    - TripAdvisor Survey
    42
  • Hotel & travel search on the go
    43
  • Three powerful forces transforming travel
    Content
    Mobile
    Social
    Real Opinions
    Recent
    Relevant to you
    Friend Graph
    Sharing
    Consumption
    Always Available
    Location Based
    Socially Aware
    44
  • Note to self:
    Register with the new Management Center today– FREE!
    Upload photos and video to TripAdvisor listing – FREE!
    Use reminder tools to encourage guests to write reviews – FREE!
    Sign up for new review notification and respond to select reviews – FREE!
    Add TripAdvisor content to your website with badges and widgets – FREE!
    45
  • How can we help?
    • Phone
    • 1-866-322-5942
    • 1-617-431-6424 (outside of the U.S.)
    • URL
    • www.tripadvisor.com/Owners
    46