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The grove - Morgenmøde 29.1.14, Aarhus på TripAdvisor

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The grove - Morgenmøde 29.1.14, Aarhus på TripAdvisor

  1. 1. ROD LARMAN MARKETING MANAGER @TheGroveHotel
  2. 2. THE GROVE | LONDON’S COUNTRY ESTATE BUSINESS CATEGORIES TARGET AUDIENCE • HOTEL • MEETINGS & EVENTS • WEDDINGS & SPECIAL OCCASIONS • GOLF • SPA • RESTAURANTS • COUPLES • FAMILES • INDIVIDUALS • CORPORATE
  3. 3. FROM 2003 TO TODAY... THE GROVE - SEPTEMBER 2003 • LOTS OF AWARDS • SOCIAL MEDIA WAS IN ITS EARLY DAYS • BRANDS COULD DOMINATE OPINION • UGC SITES LIKE TRIPADVISOR WERE SEEN AS A WAY TOATTACK THE GROVE - TODAY • SOCIAL MEDIA IS FRONT OF MIND • BRANDS NO LONGER HAVE CONTROL • PEOPLE ARE TALKING ABOUT YOU, SHARING EXPERIENCES • PEOPLE USE SOCIAL MEDIA TO MAKE INFORMED DECISIONS
  4. 4. TRIPADVISOR THE WORLD’S MOST INFLUENTIAL TRAVEL SITE • 260 million unique monthly visitors • 125 million reviews and opinions • 3.1 million accommodations, restaurants and attractions • 17 million traveller photos • 80 new contributions are posted every minute • 69 million people have downloaded the TripAdvisor app (28/min)
  5. 5. WORKING WITH TRIPADVISOR IT CAN NOT BE IGNORED! • Engaged Management Centre • Invested in a TripAdvisor Business Listing • Respond to all reviews • Promote TripAdvisor logo across all collateral • Integrated with Facebook • Add Rave Review widget • Proactively seek new reviews
  6. 6. REVIEW EXPRESS ONE OF FREE MARKETING TOOLS ON TRIPADVISOR • COLLECT GUEST DATA • SEGMENTATION • SET UP TEMPLATE • CUSTOMISE • TIMING
  7. 7. REVIEW EXPRESS 600 92.3 % 530 Vol. 400 200 0 76.8 % 80.2 % 25 2010 156 86 40 2009 2013 83.9 % 90.2 % 2011 2012
  8. 8. POPULARITY INDEX 62% 80% 2012 2014 1% increase in online reputation led to a 0.89% increase in Average Daily Rate (ADR) Cornell University
  9. 9. THE GOOD & THE BAD! THE GOOD • USER GENERATED CONTENT • BALANCED OPINION • FREE FEEDBACK • GREATER POSITIVITY • EXTREME REVIEWS CAN BE REMOVED THE BAD • RESPONDING CAN BE TIME CONSUMING • NO DIRECT CONTACT WITH TRIPADVISOR • SCORES TAKE TIME TO ADJUST • OPEN TO ABUSE, NO IDENTITY
  10. 10. GOOD FOR BUSINESS? HOW IT HAS HELPED THE GROVE... • DIFFICULT TO MEASURE DIRECT REVENUE • GUEST ENGAGEMENT, ALL FEEDBACK WELCOMED • REVIEWS SHARED INTERNALLY • NEGATIVE REVIEWS IN DECLINE • THE GROVE’S REPUTATION HAS IMPROVED • SCORE IN-LINE WITH COMPETITORS ...STILL MORE TO BE DONE!
  11. 11. ADVICE TO WORKING WITH TRIPADVISOR • DON’T EXPECT A PERSONAL SERVICE • CONSIDER IF BUSINESS LISTING IS RIGHT FOR YOU • INTEGRATE ACROSS ALL COMMUNICATIONS • TREAT IT NORMALLY • USE REVIEW EXPRESS • CHALLENGE UNFAIR REVIEWS Most of your guests will have had a good time, if they didn’t, you should be out of business!
  12. 12. Tak! T: +44 (0)1923 296038 | E: rod.larman@thegrove.co.uk @TheGroveHotel WWW.THEGROVE.CO.UK

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