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E-Marketing and Revenue Management 2012

E-Marketing and Revenue Management 2012
Maud Larpent TripAdvisor
Jak vyhodnotit recenze hotelů | Can you calculate the value of good/ bad review?
www.smarthero.eu

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    EMRM7 EMRM7 Presentation Transcript

    • World’s largest travel site25 October 2012 How to Make the Most of your TripAdvisor Presence Building your business with the world’s largest travel site Presented by: Maud Larpent, Senior Manager, Hotel Chains Partnerships
    • Who consumers trust #1 #2 92% trust recommendations 70% trust online from people they know consumer opinionSource: Nielsen “Consumer Trust in Online, Social and Mobile Advertising Grows,” April 2012
    • “From traveller reviewwebsites and blogs tosocial networks and theever-expanding socialgraph, the voice of thetraveller is playing agreater role in the travelsearch-shop-buyprocess.”Source: PhoCusWright’s Social Media in Travel 2011: Traffic, Activity and Sentiment, July 2011
    • The Twelve Year TripAdvisor Journey OUR GROWTH Over Over million million million user contributions every minute reviews and Unique visitors opinions a month 20 Million 50 Million 60 Million Monthly Monthly MonthlyTripAdvisor Unique Unique Unique Goes Live Visitors Visitors Visitors 2000 2005 2008 2010 2011 2012 1 Million 35 Millions 75 Millions Reviews & Reviews & Reviews & Opinions Opinions Opinions 4
    • Europe: TripAdvisor page views (Sept 11-12) 37%   year-over-year growth in page views for European accommodations. 5
    • Growing together:What youcan do toimprove yourpresence onTripAdvisor 6
    • 8 TripAdvisor Tips 1 Register with the Management Centre 2 Encourage reviews Encourage reviews 3 Get notified of reviews and track reviews 4 Write a management response 5 Include a description of hotel and amenities 6 Add photos and videos 7 Add a widget from the Widget Centre 8 Add direct contact info with Business Listings 7
    • 1 Register with the Management Centre Utilise TripAdvisor reviews to increase booking Promote! conversion! Respond to reviews and Engage! provide potential customers with useful information! Monitor Track reviews and customer satisfaction of your property! 8
    • 2 Encourage guests to write a review 9
    • Online and offline tools 10
    • TripAdvisor reviews are largely positive Average Score is 4.01 47% Percentage of all ratings, February 2012 28% 12% 7% 7% 1 2 3 4 5 11
    • Czech Republic: Ratings85%   of accommodations in the Czech Republic reviewed in the last 30 days have a rating of 3.5 or higher (out of 5). 12
    • What affects your popularity?1) How recent the reviews are 13
    • What affects your popularity?2) How positive or negative the reviews are 14
    • What affects your popularity?3) The number of reviews 15
    • 3 Get notified and track reviews 16
    • Track and manage your performanceManage recent reviews and see how travellers have rated your property, such asthe service, cleanliness, location, etc. 17
    • Benchmark your performance 18
    • Management Dashboard 19
    • 4 Write a management response 20
    • Management Response notification e-mails 21
    • Write a management response An appropriate management Seeing a hotel management response to a bad review response to reviews makes improves my impression of me believe that it cares more the hotel. about its guests. 2% 5% 14% 17% Agree Neutral Disagree 78% 84%Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012. 22
    • Write a management response Seeing hotel management responses to reviews generally makes me more likely to book it (versus a comparable hotel that didn’t respond to travellers). 9% Agree Neutral 33% 57% DisagreeSource: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012. 23
    • “MT ‘a guest told me theystayed with us not b/c weare #1 on @TripAdvisor butb/c I respond to reviews.’”Via John Cooke, (CookeCapeMay)May 2, 2012, 12:07am. Tweet. 24
    • 5 Include a description and amenities 25
    • 6 Upload photos and videosPrimaryPhoto 26
    • 7 Add a widget from the Widget Centre 27
    • 28
    • 29
    • NEWS/ TOURISM TRAVEL PLANNING HOTELS/ TRANSPORTATIONPORTALS ORGANISATIONS WEBSITES HOTEL GROUPS COMPANIES
    • 8 Add direct contact info with Business Listings•  Reaches in-market browsers•  Capped annual fee•  Pro-rated refund if not satisfied•  Performance tracking•  Incremental customers•  Flexible display options 31
    • Connect with a mobile audience•  Direct reservation line accessible with a touch of the screen.•  27 million unique monthly users•  Available in 20 different languages.•  Compatible with all major mobile phones and smart phones. 32
    • Your chance to rise to the top 33
    • Results from 175 hotels included in Forrester studies Incremental Time to Return onProperty bookings/ recoup investment $ spent investmentHotel 41London 4830% £58/£1 1 month30 roomsSabre HospitalitySolutions 410% $6/$1 2 months154 hotels, worldwide4-720 roomsVarden HotelLong Beach, CA 4150% $50/$1 1 month35 roomsL’HermitageVancouver, Canada 5360% $64/$1 1 month450 roomsNYC PropertyTimes Square, NY 4660% $56/$1 1 month450 rooms 34
    • TRY IT TODAY!20% discount on your Business Listings subscription with the promo code : PRAHA2012 Valid until 16 November 2012 35
    • TripAdvisor for Business resources•  URL −  www.tripadvisor.co.uk/Owners•  Twitter −  @TripAdvisor4Biz•  Blog −  http://tripadvisor4biz.wordpress.com/•  For Business Listings sign up: −  Online at www.tripadvisor.co.uk/BusinessListings −  Call 0-800-098-8460 (toll free within UK). Agents are available Monday through Friday, 9:00 to 17:00 GMT. 36
    • Kód  |  Code:     EMRM7