James Kay (Tripadvisor) - Nella logica di un mercato sempre più customer oriented in cui è sempre il Cliente al centro di tutto, molti sistemi…..

2. For trips big and small,
across town or across
the world, and wherever
travellers need us.
Tripadvisor is the go-to
guide for modern travel
planning.

3. Put people first
We enable travelers to
share their experiences
with their fellow
travelers.
Make it personal
We bring together
travelers with similar
passions and
peculiarities to make
every trip unique.
Make it actionable
We connect travelers to
the information and
tools they need to make
smart decisions.

4. An Oxford
Economics study
found that
Tripadvisor
generated $80
billion in travel
spending globally in
2017
What we
believe
● Tripadvisor has levelled the playing field for
business small and large to compete based
on the quality of the product and service
they provide
● Customer reviews have helped to improve
standards of hospitality for the good of
both consumers and businesses
● Reviews have helped bring transparency to
the industry and have given the travel
community a voice

5. Review
moderation
● Tripadvisor employs hundreds of content
analysts globally, including analysts fluent
in all 28 languages that the platform
supports
● The combination of human and machine
moderation is essential when processing
reviews on such a large scale
● By using advanced technology,
TripAdvisor ensures that its moderation
team is focused on potentially
problematic content

6. In a single year,
Tripadvisor
received over
66 million
review
submissions

8. 66,000 reviews

9. of those 66 million reviews
3.4%
were rejected
and never made it onto the site

10. of the reviews that were posted
less than 1%
were reported by community

11. of those reported reviews
43%
were removed after being
assessed by our content team

12. of the remaining reviews
~600,000
were removed after being posted

13. In total, 4.7%of all
review submissions
were removed or
rejected by our
moderation processes...

14. ...that’s a total of over
3 million
reviews in one year alone

15. Detecting
fake reviews
● Review analysis system looks at
hundreds of data points in relation to
each review
● Sophisticated fraud detection
technology looks for unusual patterns
between reviews
● Tripadvisor has analyzed millions of
reviews for nearly two decades to
understand the difference between
normal and suspicious patterns

16. 3 types of
fake review
● Biased positive reviews
● Paid reviews
● Biased negative reviews

17. What’s next?
● Continue to improve systems to identify fraud
and penalise the perpetrators
● Further invest in training for human moderation
teams
● Support law enforcement authorities in their
efforts to tackle paid review companies
● Build on transparency efforts by sharing more
insights into TripAdvisor moderation processes
and fraud investigations on the TripAdvisor
Insights blog

18. You can help too!
#1
Report suspicious reviews via
Management Centre
#2
Report paid review companies
to paidreviews@tripadvisor.com

19. Thank You