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How to Beat the Competition on TripAdvisor [Slides]

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When it comes to marketing impact, there is nothing stronger in the hospitality industry than the all-mighty customer review. In this one-hour Webinar, Revinate and TripAdvisor address what you should …

When it comes to marketing impact, there is nothing stronger in the hospitality industry than the all-mighty customer review. In this one-hour Webinar, Revinate and TripAdvisor address what you should be doing to take advantage of this powerful marketing vehicle and how to rise to the top of TripAdvisor’s Popularity Index. We will cover:

-How to drive more feedback to woo prospective guests on TripAdvisor
-How to improve your TripAdvisor Popularity Index score
-Why negative reviews can be good for business
-Best practices for handling tricky management responses
-How to use reviews to drive direct bookings
-Why leading brands are replacing traditional guest satisfaction with online review data

Published in: Travel, Technology, Business

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  • As a hotel owner, it's disheartening to know that I need to be "strategic" in order to beat other hotels, instead of just being the best. All I can hope for is that there will be alternatives that can't be gamed. I'm hopeful that TripExpert or something like it will succeed.
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  • 1. How to Beat the Competition on TripAdvisor ……………………………………………………………………………………………….) Greg%Bodenlos%Marke&ng)Manager,)Revinate) Brian%Payea%Head)of)Industry)Rela&ons,)TripAdvisor%
  • 2. #TopTripAdvisor ……………………………………………………………………………………………….) Tweet)us)any)of)your)feedback)or)ques&ons) and)follow)us)at)@revinate)or)@tripadvisor4biz) 2 #TopTripAdvisor%
  • 3. Meet the Presenters… GREG%BODENLOS% Marke&ng)Manager) Revinate,)Inc.) greg@revinate.com) ……………………………………………………………………………………………….) BRIAN%PAYEA% Head)of)Industry)Rela&ons) TripAdvisor) bpayea@tripadvisor.com) #TopTripAdvisor%
  • 4. About Revinate ……………………………………………………………………………………………….) SaaS tech company based in San Francisco Hong Kong, Sydney, Munich, Abu Dhabi, Amsterdam & NYC offices Founded in 2009 80 full-time employees 23,000+ hotels in 143 countries Focused on Hospitality & Restaurants 4 #TopTripAdvisor%
  • 5. How Revinate Works ……………………………………………………………………………………………….) Act Learn STR Integration Competitive Analysis Sentiment Analysis Listen 5 Revinate Surveys #TopTripAdvisor% Online Reviews Facebook Insights Twitter Stats Foursquare Metrics Klout Scores Social Media
  • 6. Select Revinate Clients ……………………………………………………………………………………………….) 6 #TopTripAdvisor%
  • 7. Changing Feedback Landscape ……………………………………………………………………………………………….) Popularity of online reviews and the importance of social media are changing how hotels gather feedback 7 #TopTripAdvisor%
  • 8. Power of word-of-mouth ……………………………………………………………………………………………….) 90%)placed)importance) on)other)people’s) reviews)when)booking) the)accommoda&on)for) their)last)trip)) 93%)stated)that)other) people’s)evalua&ons) on)travel)review) websites)influenced) travel)plans)) Source:)TripBarometer)report)March)2013) 8 #TopTripAdvisor%
  • 9. Today’s Agenda ……………………………………………………………………………………………….) How%to%drive%more%feedback%on%TripAdvisor% How%to%improve%your%TripAdvisor%Popularity% Index%score% Responding%to%Reviews% How%to%use%reviews%to%drive%direct%bookings% 9 #TopTripAdvisor%
  • 10. How to drive more feedback on TripAdvisor ……………………………………………………………………………………………….) 10 #TopTripAdvisor%
  • 11. Ways to generate more reviews ……………………………………………………………………………………………….) Deliver)surprising)guest)service) Ask)guests)for)reviews) Recognize)and)reward)staff) Use)feedback)for)training)opera&ons) Respond)immediately)to)nega&ve)reviews) U&lize)surveys)to)increase)volume) 11 #TopTripAdvisor%
  • 12. Revinate Surveys ……………………………………………………………………………………………….) Survey) 12 #TopTripAdvisor% Share) Publish)
  • 13. Take a very quick look… ……………………………………………………………………………………………….) 13 #TopTripAdvisor%
  • 14. Migration to Next Generation Guest Satisfaction ……………………………………………………………………………………………….) Old%Way% 14 #TopTripAdvisor% New%Way%
  • 15. How to improve your TripAdvisor Popularity Index score ……………………………………………………………………………………………….) 15 #TopTripAdvisor%
  • 16. million million businesses)listed,)including) 1.1+ million) accommoda&ons) 16 *Source:)Google)Analy1cs,)worldwide)data,)July)2013) user)contribu&ons) every)minute) Unique% monthly% visitors*% million candid)traveller)photos)
  • 17. What is popularity? ……………………………………………………………………………………………….) Your%popularity%is%your% ranking%within%a% geographical%area% (Popularity%Index)% #TopTripAdvisor% 17
  • 18. Understanding TripAdvisor’s Popularity Index ……………………………………………………………………………………………….) Quan&ty) 18 #TopTripAdvisor% Quality) Recency)
  • 19. Quantity of Reviews ……………………………………………………………………………………………….) #TopTripAdvisor% 19
  • 20. Quality of Reviews ……………………………………………………………………………………………….) #TopTripAdvisor% 20
  • 21. Recency of Reviews ……………………………………………………………………………………………….) #TopTripAdvisor% 21
  • 22. Add a review widget to your website or Facebook page ……………………………………………………………………………………………….) #TopTripAdvisor% 22
  • 23. Responding to Reviews ……………………………………………………………………………………………….) 23 #TopTripAdvisor%
  • 24. Respond to reviews ……………………………………………………………………………………………….) “If I was considering two different properties, the presence of a management response would sway me in its favor.” Disagree Neutral Agree 24 #TopTripAdvisor% 4% 28 % 68 %
  • 25. Importance of management responses ……………………………………………………………………………………………….) 84%)of)users)agree)that)an)appropriate)management)response) to)a)bad)review)“improves)my)impression)of)the)hotel”)) 78%)of)users)agree)that)seeing)a)hotel)management)response) to)reviews)“makes)me)believe)that)it)cares)more)about)its) guests”)) 64%)of)users)agree)that)an)aggressive/defensive)management) response)to)a)bad)review)“makes)me)less)likely)to)book)that) hotel”)) Source:)TripAdvisor)and)PhoCusWright)survey)of)2,800)respondents,)September)2012)) 25 #TopTripAdvisor%
  • 26. TripAdvisor Management Response Growth ……………………………………………………………………………………………….) 1%out%of%every%4%new%reviews%in% 2012%received%a%Management% Response% Management%Responses%more% than%doubled%yearToverTyear%from% 2011T2012% 2003) 2004) 2005) 2006) 2007) 2008) 2009) Source: Internal TripAdvisor data #TopTripAdvisor% 26 2010) 2011) 2012)
  • 27. What if a review was erroneously posted? ……………………………………………………………………………………………….) Contact%the%Owners’%Center%to%have%the%review%removed%and%respond%to% the%review%on%TripAdvisor%transparently.% ! ! ) “Thank!you!for!taking!the!1me!to!post!a!review.!I!believe!that! you!may!have!posted!your!review!about!the!wrong!hotel.!In!case!I!am! mistaken,!please!reach!out!so!we!can!discuss.!Thank!you!”!! #TopTripAdvisor%
  • 28. Responding to negative reviews ……………………………………………………………………………………………….) Lead%with%“I%am%sorry!”%and%apologize%for%the% poor%experience% Apologizing%is%not%necessarily%an%admission%of% guilt%or%wrongdoing% Highlight%the%posive%and%share%how%you%will% be%taking%acon% #TopTripAdvisor%
  • 29. How to use reviews to drive direct bookings ……………………………………………………………………………………………….) 29 #TopTripAdvisor%
  • 30. Focus on quality ……………………………………………………………………………………………….) +) 1-point increase in review rating: Increases odds of getting a booking and maintains probability of purchase 30 13.5%
  • 31. TripAdvisor’s Business Listings ……………………………………………………………………………………………….) 31 #TopTripAdvisor%
  • 32. TripAdvisor’s hotel metasearch ……………………………………………………………………………………………….) 32 #TopTripAdvisor%
  • 33. TripAdvisor’s TripConnect ……………………………………………………………………………………………….) 33 #TopTripAdvisor%
  • 34. TripAdvisor’s TripConnect ……………………………………………………………………………………………….) 34 #TopTripAdvisor%
  • 35. Key Takeaways ……………………………………………………………………………………………….) 35 #TopTripAdvisor%
  • 36. TripAdvisor Popularity Index ……………………………………………………………………………………………….) “The closer a property is to a Number 1 ranking on TripAdvisor for its given market, the greater its direct online bookings.” Room Nights 180% 160% 140% 120% 100% 80% 60% 40% 20% 0% Adjusted Ranking 36 80% #TopTripAdvisor% 60% 40% 20% 0%
  • 37. TripAdvisor reviews are largely positive ……………………………………………………………………………………………….) 48%% Average Score is 4.08 Percentage of all ratings, December 2012 29%% 12%% 6%% 6%% 1% 2% #TopTripAdvisor% 3% 37 4% 5%
  • 38. Ask for reviews, within guidelines ……………………………………………………………………………………………….) The!hotel’s!been!always!regarded!well! since!it!opened!in!2009!but!once!we) focused)on)asking)for)the)feedback)and) direc1ng)the)feedback)to)TripAdvisor,!our! ranking!went!from!number!7!to!number!1.! D)Adam)Sperling,)General)Manager,)Hotel)Commonwealth) #TopTripAdvisor% 38
  • 39. Build positive reviews ……………………………………………………………………………………………….) North American hotels that respond to reviews had +4% more positive reviews Non-Responsive Hotel Responsive Hotel 70 % 74.4 % positive reviews 39 #TopTripAdvisor%
  • 40. A few reminders ……………………………………………………………………………………………….) #TopTripAdvisor%
  • 41. Upcoming%Webinars…% …sign%up%at%Revinate.com% ……………………………………………………………………………………………….) Best Practices in Showcasing Your Independent Hotel Online Oct. 22 How to Beat the Competition on TripAdvisor* Nov. 12 Power Up Your Hotel or Restaurant Tweeting Nov. 20 Upcoming)webinars) sign)up)at) *All North America webinars held at 2pm EST | 1pm CST | 11am PST except Nov. 12 session will occur at 11am EST Revinate.com) #TopTripAdvisor%
  • 42. ……………………………………………………………………………………………….) 100%%FREE%TO%PARTICIPATE%% Visit%Revinate.com%to%enroll% 42 #TopTripAdvisor%
  • 43. Stay in touch with us! ……………………………………………………………………………………………….) Greg Bodenlos greg@revinate.com | @revinate Brian Payea bpayea@tripadvisor.com | @tripadvisor4Biz