NAASC May 2014

NAASC 2014 Halifax, Canada
by@gonzogonzo www.fredericgonzalo.com
THE IMPACT OF REVIEW SITES
AND TRIPADVISOR PERFORMANCE

Source: Google Think, Ipsos MediaCT, November 2013
The decision-making process

Source: TripAdvisor, TripBarometer, March 2013
The decision-making process

About TripAdvisor
• More than 260 million visitors… per month!!
• More than 150M reviews, generated by 60
million active users
• Consistent growth, specially since tapping
into Facebook graph
• Correlation between TA score and RevPAR

AboutYelp
• More than 117 million unique visitors per
month
• Over 45 million user reviews
• Location-based and more time sensitive,
dealing with places to eat, things to do and
last-minute decision-making
• Correlation betweenYelp score and sales

How your TA score is calculated
Your ranking on TripAdvisor is calculated
by a sophisticated algorithm focusing
mostly on 3 variables:
1. Quantity of comments
2. Quality of comments(positive versus
negative ratio)
3. Recency of comments

6 tips to manage your TA presence
1. Respond promptly
2. Use professional tone & manner
3. Put emphasis on positive & updates
4. Respect privacy
5. Be original
6. Show empathy & appreciation

Respond promptly

Use professional tone & manner

Put emphasis on positive & updates

Respect privacy
Be mindful not to share confidential information about the customer and
stick to what is available on TripAdvisor, i.e. person’s avatar. It’s therefore
important not to dispell:
- Personal details about the stay or experience
- Phone number or email address
- Any other personal elements taken outside of TA context

Be original

Show empathy & appreciation

4 golden rules to responding
When addressing a negative comment:
1. Thank the client for taking time to share a review
2. Apologize for situation or event that took place
3. Address specifically what you can and will do to
correct the mentioned situation or how it can be
mitigated in the future
4. Invite client once again – try to get a second chance
to make a good first impression!

4 golden rules to responding
When addressing a positive comment:
1. Thank the client for taking time to share a review
2. Acknowledge the kudos and pass on to staff, if
applicable
3. Spin brand values and why such comments are
appreciated
4. Invite client once again – it’s cheaper(and wiser) to
bank on repeat business than always acquiring!

What’s next?
1. Claim your venue / account
2. Include review sites in your action plan
and strategy
3. Ask for comments and promote your
results
4. Have an overarching vision of your e-
reputation

1. Claim your venue

Searching for “Hotels in Nova Scotia” on Google…

2. Include review sites in your
action plan and strategy
This means…
• Allocating times and resources to
manage review sites prioritized as per
your brand, product or service
• Promote internally and externally
• Train your employees accordingly

3. Ask for comments and promote
your results

Questions? Comments?

NAASC May 2014

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NAASC May 2014