HOTEL DEVELOPMENT IN CITIESPresented byAlison CopusVice President, Marketing
user contributionsevery minutebusinesses listed,including 1.1+ millionaccommodationsmillionUniquemonthlyvisitors*million2r...
Source: comScore, March 2013Europe37%North America31%LATAM9%Middle East &Africa5%APAC18%World’s largest travel site
TripAdvisorBooking.comEmiratesQatar AirwaysAgodaSaudi AirlinesExpediaAir ArabiaArik AirEtihad AirwaysHotels.comAir France-...
Do Online Reviews Impact Booking?5of global travellers say theirbooking decisions areimpacted by online reviewsof global h...
Guests are visiting TripAdvisormore frequently prior to bookingSource: “The Impact of Social Media on Lodging Performance....
Israel: 2011-2012 YoY Page Views754%year-over-yeargrowth in pageviews foraccommodationsin Israel
Israel: Reviews with 3.5 rating or higher80%of accommodationsin Israel reviewed inthe last 30 days onTripAdvisor have arat...
Biggest Source of InboundTraffic for Israel onTripAdvisor1. United States2. Israel3. Russia4. France5. United Kingdom6. Ge...
Biggest Growth Markets forIsrael on TripAdvisor1. Sweden2. Argentina3. Israel4. Canada5. Australia6. South Africa10Source:...
Good service isrewarded• Popularity Index– Quality– Quantity– Recency• Travellers’ Choiceand Certificate ofExcellence• Spe...
Facebook integrationof new reviews comefrom Facebook-connected users12
NEW! Review ExpressNow easier than ever to ask guests to write a review on TripAdvisor!• Engage with guests afterthey have...
Write a Management Response14
Celebrate Your Success• Display your awardon your property• Add the widget toyour website• Issue a pressrelease• Post your...
16
“Our investment in TripAdvisor’sBusiness Listings has reallyproven itself. I think it’s thelowest-cost channel and hasthe ...
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Hotel Development in Cities- Alison Copus

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Hotel Development in Cities- Alison Copus

  1. 1. HOTEL DEVELOPMENT IN CITIESPresented byAlison CopusVice President, Marketing
  2. 2. user contributionsevery minutebusinesses listed,including 1.1+ millionaccommodationsmillionUniquemonthlyvisitors*million2reviews and opinionsmillion*Source: Google Analytics, worldwide data, April 2013
  3. 3. Source: comScore, March 2013Europe37%North America31%LATAM9%Middle East &Africa5%APAC18%World’s largest travel site
  4. 4. TripAdvisorBooking.comEmiratesQatar AirwaysAgodaSaudi AirlinesExpediaAir ArabiaArik AirEtihad AirwaysHotels.comAir France-KLM GroupFly DubaiOrbitz WorldwideJazeera AirwaysKayak.com NetworkHotelimBritish AirwaysWAYNGulf AirAir IndiaTripAdvisor – Middle EastThe biggest media site in the marketTripAdvisor is:+12.9% of the travel marketSource: comScore, March 2013
  5. 5. Do Online Reviews Impact Booking?5of global travellers say theirbooking decisions areimpacted by online reviewsof global hotels sayreviews are importantfor bookings93% 96%*Source: TripBarometer by TripAdvisor, an online survey conducted in Dec. 2012 – Jan. 2013 with 35,042 participants from 26 countries
  6. 6. Guests are visiting TripAdvisormore frequently prior to bookingSource: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University.December 2012.Research confirms: Reviews impact your bottom lineProperties with strongerreputations across all channelsperform better overallHigher review scores on OTAsites allow hotels to chargemore while maintainingoccupancy rates.Key Findings:If a property canincrease its reviewscore by one point(on a five-point scale)on OTA channels, itcould increase itsprices by about11.2% and stillmaintain the sameoccupancy rates.
  7. 7. Israel: 2011-2012 YoY Page Views754%year-over-yeargrowth in pageviews foraccommodationsin Israel
  8. 8. Israel: Reviews with 3.5 rating or higher80%of accommodationsin Israel reviewed inthe last 30 days onTripAdvisor have arating of 3.5 orhigher (out of 5)8
  9. 9. Biggest Source of InboundTraffic for Israel onTripAdvisor1. United States2. Israel3. Russia4. France5. United Kingdom6. Germany9Source: TripAdvisor Internal Data
  10. 10. Biggest Growth Markets forIsrael on TripAdvisor1. Sweden2. Argentina3. Israel4. Canada5. Australia6. South Africa10Source: TripAdvisor Internal Data
  11. 11. Good service isrewarded• Popularity Index– Quality– Quantity– Recency• Travellers’ Choiceand Certificate ofExcellence• Special Offers
  12. 12. Facebook integrationof new reviews comefrom Facebook-connected users12
  13. 13. NEW! Review ExpressNow easier than ever to ask guests to write a review on TripAdvisor!• Engage with guests afterthey have stayed to:– Receive valuable feedbackfor your business– Encourage new reviews tokeep your content fresh• Easy to use - send an emailto your guests all at once13
  14. 14. Write a Management Response14
  15. 15. Celebrate Your Success• Display your awardon your property• Add the widget toyour website• Issue a pressrelease• Post your award onFacebook andother social mediaoutlets15
  16. 16. 16
  17. 17. “Our investment in TripAdvisor’sBusiness Listings has reallyproven itself. I think it’s thelowest-cost channel and hasthe best return on investment.”– Mark Shrives, Director of Sales and Marketing,Hansar Bangkok“The best business we have seen isthrough TripAdvisor. There’s that word-of-mouth, the real organic ‘I’ve heard thesereviews about your hotel, now let me goexperience it for myself.’”– Daniel Donahue, General Manager, The Lenox Hotel Boston17“I have a daily ritual, which isbank balance, TripAdvisor,and Google Analytics.”-Andy Thesen, Owner, Hermitage Bay

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