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

1. World’s largest travel site
25 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

2. Who consumers trust
#1 #2
92%
trust recommendations
70%
trust online
from people they know consumer opinion
Source: Nielsen “Consumer Trust in Online, Social and Mobile Advertising Grows,” April 2012

3. “From traveller review
websites and blogs to
social networks and the
ever-expanding social
graph, the voice of the
traveller is playing a
greater role in the travel
search-shop-buy
process.”
Source: PhoCusWright’s Social Media in Travel 2011: Traffic, Activity and Sentiment, July 2011

4. 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 Monthly
TripAdvisor 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
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5. Europe: TripAdvisor page views (Sept 11-12)
37%
year-over-year growth in page views
for European accommodations.
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6. Growing together:
What you
can do to
improve your
presence on
TripAdvisor
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7. 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
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8. 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!
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9. 2 Encourage guests to write a review
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10. Online and offline tools
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11. 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
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12. Czech Republic: Ratings
85%
of accommodations in the Czech Republic reviewed in
the last 30 days have a rating of 3.5 or higher (out of 5).
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13. What affects your popularity?
1) How recent the reviews are
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14. What affects your popularity?
2) How positive or negative the reviews are
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15. What affects your popularity?
3) The number of reviews
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16. 3 Get notified and track reviews
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17. Track and manage your performance
Manage recent reviews and see how travellers have rated your property, such as
the service, cleanliness, location, etc.
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18. Benchmark your performance
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19. Management Dashboard
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20. 4 Write a management response
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21. Management Response notification e-mails
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22. 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.
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23. 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%
Disagree
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
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24. “MT ‘a guest told me they
stayed with us not b/c we
are #1 on @TripAdvisor but
b/c I respond to reviews.’”
Via John Cooke, (CookeCapeMay)
May 2, 2012, 12:07am. Tweet.
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25. 5 Include a description and amenities
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26. 6 Upload photos and videos
Primary
Photo
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27. 7 Add a widget from the Widget Centre
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28. 28

29. 29

30. NEWS/ TOURISM TRAVEL PLANNING HOTELS/ TRANSPORTATION
PORTALS ORGANISATIONS WEBSITES HOTEL GROUPS COMPANIES

31. 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
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32. 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.
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33. Your chance to rise to the top
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34. Results from 175 hotels included in Forrester studies
Incremental Time to
Return on
Property bookings/ recoup
investment
$ spent investment
Hotel 41
London 4830% £58/£1 1 month
30 rooms
Sabre Hospitality
Solutions 410% $6/$1 2 months
154 hotels, worldwide
4-720 rooms
Varden Hotel
Long Beach, CA 4150% $50/$1 1 month
35 rooms
L’Hermitage
Vancouver, Canada 5360% $64/$1 1 month
450 rooms
NYC Property
Times Square, NY 4660% $56/$1 1 month
450 rooms
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35. TRY IT TODAY!
20% discount on your Business Listings subscription
with the promo code :
PRAHA2012
Valid until 16 November 2012
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36. 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.
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