Wolfstar's Trip Advisor presentation for the Mersey Partnerhsip
A case study<br />
Why is TripAdvisor important?<br />TripAdvisor is a web2.0 guestbook<br />It’s published online, for everyone to see<br />Online platforms drive Word Of Mouth (WOM)<br />People trust peer review sites like;<br />Amazon, eBay and… TripAdvisor<br />It gives you free market research on your competitors<br />
History of the side<br />TripAdvisor was set up in February 2000<br />It is a free travel guide and research website<br />It utilises user generated content (UGC)<br />The website is free to use, as it has an advertising business model<br />TripAdvisor is part of Expedia, which also owns 14 other popular travel sites<br />
Traffic and influence<br />45 million visitors a month<br />15 million members of the community<br />30 million reviews<br />Over 500,000 hotel reviews<br />The website has over 210,000 links to it<br />Allows people to connect via Facebook<br />It’s the 328th most visited website in the world<br />
How businesses can use the site<br />TripAdvisor does not allow self-promotion<br />TripAdvisoris consumer generated information so use the site to respond to reviews and offer explanations and apologies on bad reviews. <br />Businesses need to be involved in the conversation because many consumers consult TripAdvisor before making travel decisions. <br />An example of bad use of TripAdvisor would be to not use it at all...<br />
How to amend information<br />t--><br />t--><br />
How to utilise positive reviews<br />If you’ve had a positive review, consider doing the following;<br />Using a screenshot on your own website<br />Responding to the comment on TripAdvisor using the ‘Compliment reviewer’ function<br />Send the user a message and offer them complimentary services<br />
How to encourage your guests to post reviews<br />When using your business, it’s easy to encourage people to submit reviews to TripAdvisor using the following techniques;<br />Produce an instruction booklet offering advice on how to submit a review<br />Replace your guestbook with a laptop and have TripAdvisor permanently on screen<br />If a guest suggests alterations, make them! People will feel more obliged to post reviews if they feel it will make a difference in the future!<br />
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