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How to Use Reviews to Craft Your Story and Drive Bookings


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Our May webinar features great ways how your property can use the full power of guest reviews to drive bookings and positive experiences for guests

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How to Use Reviews to Craft Your Story and Drive Bookings

  1. 1. Copyright © 2014 Leonardo Worldwide Corporation Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 TripAdvisor Tell-All: How to Use Reviews to Craft Your Story and Drive Bookings May 28, 2015 Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo Brian Payea, Head of Industry Relations, TripAdvisor Adele Gutman, VP Sales, Marketing & Revenue, Library Hotel Collection Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317
  2. 2. Darlene Rondeau Vice-President, Best Practices, Online Merchandising Leonardo @darlenerondeau
  3. 3. Follow: @VFMLeonardo Tweets & Questions: #LeoWebinar
  4. 4. What do you want to learn more about during today’s discussion?
  5. 5. Brian Payea Head of Industry Relations TripAdvisor @TripAdvisor4Biz
  6. 6. Adele Gutman VP Sales, Marketing and Revenue Library Hotel Collection @AdeleGutman
  7. 7. ► 80% of travellers say TripAdvisor reviews make them feel more confident ► 53% respondents of a recent study said they wouldn’t book a hotel without reading reviews ► Use reviews to craft your story and drive bookings Introduction
  8. 8. Brian Payea Head of Industry Relations TripAdvisor @TripAdvisor4Biz
  9. 9. What Drives Traveler Engagement?
  10. 10. Where it all began in 2000
  11. 11. user contributions every minute unique monthly visitors* million reviews and opinions million *Source: Google Analytics, average monthly unique users, Q1 2015; does not include traffic to TripAdvisor members million
  12. 12. What Drives Traveler Engagement?
  13. 13. The factors that drive the most traveler engagement on hotel or B&B pages Methodology 1For the purpose of this study, TripAdvisor analyzed data for a sample of accommodation properties from the 25 most reviewed cities* on the site from 7 July to 7 August, 2014. The study reveals how review ratings change based on management response rates and the level of traveler engagement (defined as page views per session and booking enquiry clicks) relative to various content factors such as the number of reviews, photos, videos and rate of review responses from management. *Cities included in study sample are: London, Rome, Paris, New York City, Las Vegas, Barcelona, Orlando, Milan, Florence, Bangkok, San Francisco, Istanbul, Amsterdam, Berlin, Madrid, Prague, Edinburgh, Venice, Chicago, Buenos Aires, Singapore, Dublin, Marrakech, New Orleans. Number of reviews in the past year Total number of reviews Management responses in the past year Number of photos (ranked by level of impact on traveler engagement1)
  14. 14. Photos are essential • Adding photos on a TripAdvisor property page results in 138% more engagement from travelers • Properties with at least one photo see a 225% increase in the likelihood of a booking inquiry • Those with 100+ pictures see an increase of 151% in the level of engagement compared to businesses with no pictures TripAdvisor Property Engagement Study, TripAdvisor site data, July 2014
  15. 15. TripAdvisor’s acquisition of • Professional, honest photos of hotels • Oyster photographers visit hotels and take pictures at no cost • Photos published on both and TripAdvisor
  16. 16. Oyster Integration on TripAdvisor
  17. 17. The power of reviews
  18. 18. Reviews matter of global travelers say reviews are influential when choosing where to book89% of global hoteliers say reviews are influential in generating bookings96% Source: TripBarometer by TripAdvisor, April 2014 * Data was collected February – March 2014, based on an online survey of 10,370 representatives from accommodations in the TripAdvisor database, weighted equally by country, and 50,637 TripAdvisor website users and Ipsos online panelists who have researched their travel plans online in the last year, weighted to the known profile of the online population. Further details can be found in the TripBarometer global report.
  19. 19. If a property can increase its review score by one point (on a five-point scale) on OTA channels, it could increase its prices by about 11.2% and still maintain the same occupancy rates. Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.  Guests are visiting TripAdvisor more frequently prior to booking  Properties with stronger reputations across all channels perform better overall  Higher review scores on OTA sites allow hotels to charge more while maintaining occupancy rates Key Findings Research Confirms: Reviews impact your bottom line
  20. 20. Reviews encourage travelers to spend more • If prices are the same, users are 3.9 times more likely to choose a hotel with higher review scores • When hotel prices are increased for those hotels with higher review scores, people are still likely to book • 76% of customers were willing to pay more for a hotel with higher review scores Source: “The Effect of Reviews on Hotel Conversion Rates and Pricing,” TrustYou, September 2014
  21. 21. Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013 Management Responses influence traveler decisions of respondents say an appropriate management response to a bad review improves my impression of the hotel. 87% of respondents say seeing a hotel management response to reviews makes me believe that it cares more about its guests. 77%
  22. 22. Strong correlation between average review rating and rate of management responses Management Response Rate Ave Review Rating (out of 5 bubbles) 0% 3.81 5%-40% 40%-65% 65+% 4.04 4.05 4.15
  23. 23. Management Responses drive booking inquiries Hotels providing a management response to reviews are 21 percent more likely to receive a booking inquiry via TripAdvisor than those who don’t respond to any reviews. And properties that respond to over 50 percent of their reviews increase their likelihood of receiving a booking inquiry by 24 percent. (Compared to properties that do not respond to reviews)
  24. 24. Management Responses: Best Practices 1. Sign up for review notification emails 2. Read our guidelines 3. Respond promptly 4. Say “thank you” 5. Be original in reply 6. Highlight positives 7. Address specific complaints 8. Be polite and professional
  25. 25. Review Express Easier than ever to ask guests to write a review on TripAdvisor! • Engage with guests after they have stayed to encourage valuable feedback for your business • Use customizable templates to easily email recent guests • Use campaign dashboard to monitor incoming reviews and optimize campaigns • It’s FREE!
  26. 26.  Photos, total # of reviews, management responses and timeliness of reviews  Online UGC e.g. reviews are part of today’s booking decision  If prices are equal, reviews close the deal Key Takeaways #LeoWebinar
  27. 27. Adele Gutman Milne VP Sales, Marketing and Revenue Library Hotel Collection @AdeleGutman
  28. 28. ► The Library Hotel Collection journey to TripAdvisor’s Top 10 ► How we got there ► Why we’re staying there The Climb to TripAdvisor’s Top 10
  29. 29. “We decided this is going to be our primary focus — we're going to sparkle sunshine on all our guests, find out what pleases them, and look in our reviews for any problems and fix them. Adele Gutman VP Sales, Marketing and Revenue Library Hotel Collection
  30. 30. Using Reviews to Find Your Story “Each evening is a free wine and cheese night, the perfect way to start an evening” “Real live plants in my room” “It was the small little things that helped make the hotel enjoyable” “Billy on the main desk and his staff were great and helpful with directions and making recommendations” “The evening wine and cheese is not to be missed” “I was particularly taken by the weather predictions note on my bedside table”
  31. 31. Use Reviews for Insights, Training and Continuous Improvement
  32. 32. ► Make sure your service matches the reviews you want to hear ► Attract the ideal match for your hotel through authentic communications about your product ► Set expectations before they arrive ► Communicate with visuals and clear descriptions ► Engage online – Use a blog for more detail ► Engage on property- Correct issues before they walk out the door How to Secure Enthusiastic Reviews
  33. 33. “Reviews are Accurate”
  34. 34. Communicate with Visual Storytelling
  35. 35. Use Visual Storytelling to Target Your Ideal Guest
  36. 36. The Dreaded Negative Review (And What to Do About it)
  37. 37. ► Social Media is powerful because it what others say about you is more persuasive than anything you say about yourself ► Whatever star level you are, you can always deliver an outstanding guest experience, so aim for greatness and expect nothing less from your team ► Great reviews are free but require a commitment in time, planning, training, and motivating that must be evident to every guest every time you engage with them Reviews are a reflection of what people think of you (Merging Reputation Cultivation and Review Management )
  38. 38. Key Takeaways #LeoWebinar  Proof is in the rankings  Transparency is directly tied to good reviews  Best form of advertising – it’s not “your” opinion
  39. 39. Based on today’s content, will you attend future webinars?
  40. 40. June 25th Webinar Why Visual is the New Verbal With Terry Jones Founder of Travelocity Founding Chairman of Kayak Founder of Wayblazer Save your spot:
  41. 41. 1.877.593.6634 @VFMLeonardo Connect with us! Brian Payea Adele Gutman @TripAdvisor4Biz @AdeleGutman