REPUTATION, VISIBILITY AND ROI, how to make the most out of TripAdvisor

1. Presented by
Gianluca Laterza, Territory Manager
Reputation
Visibility and ROI
10/14

2. of global travellers 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.

3. FOCUS: GUEST SATISFACTION
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OFF LINE REPUTATION MANAGEMENT
IDENTIFY YOUR TARGET
ESTABLISH AND MANAGE HUMAN RELATIONS
MANAGE EXPECTATIONS
OFFER HIGH QUALITY SERVICE

5. FOCUS: DISCLOSE, FIX, REINFORCE REPUTATION
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ON LINE REPUTATION MANAGEMENT
LOOK AFTER YOUR LISTING (PHOTOS, VIDEOS, PROPERTY DESCRIPTION)
POST APPROPRIATE RESPONSES TO REVIEWS
ENCOURAGE REVIEWS

6. 6
THE APPROPRIATE OWNER’S RESPONSE
APPOINT THE RIGHT PERSON
IN CASE OF POSITIVE REVIEW, SAY THANKS
AVOID CONTROVERSY (DEFENSIVE OR AGGRESSIVE APPROACH)
DO NOT REITERATE NEGATIVE MESSAGES
IN CASE OF NEGATIVE REVIEW, TAKE YOUR TIME
IF YOU NEED TO REITERATE NEGATIVE MESSAGES, “PURIFY” THEM BY
USING IRONY AND CREATIVITY

7. user contributions
every minute
unique monthly visitors*
million
reviews and opinions
million
*Source: Google Analytics, average monthly unique users, Q3 2014; does not include traffic to daodao.com
TripAdvisor members
million

8. 8
Reach potential guests worldwide
Percentage of traffic (comScore, April 2014)
Europe 43% Latin America 9%
North America 23% Middle East
& Africa
4%
APAC 21%

9. Without a Business Listing

10. With a Business Listing

11. Direct contact details on your TripAdvisor
property page
Flexible display options:
• Hotel website
• Phone number
• E-mail hotel
• Hotel deals
• Hotel packages
• Virtual tour
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E-mail hotel
Hotel website
Phone number
Special Offers &
Announcements

12. Special Offers: Property page
All pop-ups include property contact details to encourage travellers to act on your
promotion.

13. Special Offers: Destination page

14. Special Offers: Geo page

15. • Direct reservation line accessible with a
touch of the screen.
• Available in 25 different languages.
• Compatible with all major mobile phones
and smart phones.
• Put your Special Offer in front of millions
of additional unique monthly users.
Show your Special Offer on
TripAdvisor mobile site and app3

16. Exclusive additional features in the Property Dashboard
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17. Announcements and Slideshow:
Highlight and show off your property
ANNOUNCEMENTS PHOTO SLIDESHOW
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