TripAdvisor provides three key services to help travelers plan trips: a search engine to find destinations and hotels, user reviews to help travelers decide where to go, and now tools to directly book hotels through their site. The document discusses TripAdvisor's success is built on user generated content with over 150 million reviews. It also highlights the importance of mobile access, with half of TripAdvisor's traffic now coming through smartphones and tablets, and introduces their Instant Booking tools to streamline the booking process directly within the TripAdvisor interface.
BTO 2015 | TripAdvisor | Reputation and other trendsBTO Educational
BTO 2015 Side TWO | Giovedì 3 dicembre
#1 Focus Hall
TripAdvisor. The World of
14.20 : 15.10
http://www.buytourismonline.com
http://www.buytourismonline.com/eventi/tripadvisor/
50 minuti dedicati all’universo TripAdvisor.
I nuovi trend individuati dalle loro ricerche (mobile, connected travelers, rilevanza crescente della destinazione, viaggi internazionali e altro), i nuovi studi sulla rilevanza della reputazione, sulla connessione tra hotel engagement e hotel performance (anche in termini di roi), e infine le azioni che influiscono positivamente sull’engagement.
Keynote Speaker
Gianluca Laterza – Territory Manager Southern and Eastern Europe TripAdvisor
Introduzione, moderazione e conclusioni
Robert Piattelli – Co-founder BTO Educational
Presentation by TripAdvisor to the Connecticut Lodging Association on how to maintain your online reputation through actively following and responding to online comments.
Tnooz-TripAdvisor webinar - Reputation management and beyondKevin May
Slides from a Tnooz-TripAdvisor hosted webinar in August 2011. The session focussed on ideas on delivering an outstanding guest experience, optimising a hotel's web presence with reviews and user generated content, and how hoteliers can turn traveler reviews into opportunities.
BTO 2015 | TripAdvisor | Reputation and other trendsBTO Educational
BTO 2015 Side TWO | Giovedì 3 dicembre
#1 Focus Hall
TripAdvisor. The World of
14.20 : 15.10
http://www.buytourismonline.com
http://www.buytourismonline.com/eventi/tripadvisor/
50 minuti dedicati all’universo TripAdvisor.
I nuovi trend individuati dalle loro ricerche (mobile, connected travelers, rilevanza crescente della destinazione, viaggi internazionali e altro), i nuovi studi sulla rilevanza della reputazione, sulla connessione tra hotel engagement e hotel performance (anche in termini di roi), e infine le azioni che influiscono positivamente sull’engagement.
Keynote Speaker
Gianluca Laterza – Territory Manager Southern and Eastern Europe TripAdvisor
Introduzione, moderazione e conclusioni
Robert Piattelli – Co-founder BTO Educational
Presentation by TripAdvisor to the Connecticut Lodging Association on how to maintain your online reputation through actively following and responding to online comments.
Tnooz-TripAdvisor webinar - Reputation management and beyondKevin May
Slides from a Tnooz-TripAdvisor hosted webinar in August 2011. The session focussed on ideas on delivering an outstanding guest experience, optimising a hotel's web presence with reviews and user generated content, and how hoteliers can turn traveler reviews into opportunities.
Glasgow City Marketing Bureau partnered with TripAdvisor, the world’s largest travel site, to excite businesses about increase the city’s visibility on channel.
Every month, millions of visitors come to TripAdvisor to research businesses and plan their next trip, so we encourage you to take advantage of the tremendous opportunities offered by this global marketplace.
ReviewPro helps hotels listen to their customers more effectively so that they can deliver better guest experiences.
https://www.reviewpro.com/?partner=bookgreener
GCMB partnered with Viator, the world's leading resource for researching, finding and booking the best travel experiences worldwide, to help businesses capitalise on their full range of tools.
Guerrilla marketing recommendations to increase awareness and usage of Expedia on college campuses. Presented to the Expedia Boston Office by BU Guerrilla Marketing Society's Expedia Team. If you have any questions or would like to see more of our work, please visit our website: https://www.bostongms.com
Marriott has agreed to act on my user research recommendation made in your memo, and has asked your agency to take on a user research project as part of their broader re-design program. In your role as user research practitioner, you have now been asked to create the inputs to a user research plan for Marriot’s digital properties.
Conférence itm 2017 how to get the most from trip advisorMadagascar Tourism
Conférence ITM 2017 au Village Voara ex-francophonie du vendredi 09 juin - Salle 3
Thème : Comment capter les voyageurs sur internet?
How to get the most from Tripadvisor? par Chad SHIVER, Destination Marketing Organization Sales Manager, TripAdvisor
BTO 2014
2 e 3 dicembre, a Firenze in Fortezza da Basso
Helena Egan
Director, industry relations di TripAdvisor
Day ONE | Emirates Hall [VISIONI] | 12.20 - 12.45
http://www.buytourismonline.com/eventi/strategic-vision-of-tripadvisor/
Glasgow City Marketing Bureau partnered with TripAdvisor, the world’s largest travel site, to excite businesses about increase the city’s visibility on channel.
Every month, millions of visitors come to TripAdvisor to research businesses and plan their next trip, so we encourage you to take advantage of the tremendous opportunities offered by this global marketplace.
ReviewPro helps hotels listen to their customers more effectively so that they can deliver better guest experiences.
https://www.reviewpro.com/?partner=bookgreener
GCMB partnered with Viator, the world's leading resource for researching, finding and booking the best travel experiences worldwide, to help businesses capitalise on their full range of tools.
Guerrilla marketing recommendations to increase awareness and usage of Expedia on college campuses. Presented to the Expedia Boston Office by BU Guerrilla Marketing Society's Expedia Team. If you have any questions or would like to see more of our work, please visit our website: https://www.bostongms.com
Marriott has agreed to act on my user research recommendation made in your memo, and has asked your agency to take on a user research project as part of their broader re-design program. In your role as user research practitioner, you have now been asked to create the inputs to a user research plan for Marriot’s digital properties.
Conférence itm 2017 how to get the most from trip advisorMadagascar Tourism
Conférence ITM 2017 au Village Voara ex-francophonie du vendredi 09 juin - Salle 3
Thème : Comment capter les voyageurs sur internet?
How to get the most from Tripadvisor? par Chad SHIVER, Destination Marketing Organization Sales Manager, TripAdvisor
BTO 2014
2 e 3 dicembre, a Firenze in Fortezza da Basso
Helena Egan
Director, industry relations di TripAdvisor
Day ONE | Emirates Hall [VISIONI] | 12.20 - 12.45
http://www.buytourismonline.com/eventi/strategic-vision-of-tripadvisor/
Monetizing Mobile: How A Rich and Engaging Mobile Website Drives BookingsLeonardo
The slides from our July webinar, featuring insights from Robert Cole, founder of RockCheetah, and Assistant General Manager of the JHouse Greenwich, Bernard Augustin.
Check out these slides to learn more about how your property can monetize mobile and engage travelers across all devices!
The travel industry continues to experience changes, stemming from travelers' interest in a more authentic travel experience, comfortable prices and convenience - as well as from technologies which enable companies to respond to these needs. Competitors in the market - including hotels, OTAs, apartment rentals, aggregators and search engines - turn to digital to enhance their offering before, during and after the traveler's journey.
Scott Caufield manages the Midwest region at TripAdvisor where he helps destinations and non-profit attractions gain exposure to the site’s 375 million monthly travelers. Fifteen years of digital advertising experience has enabled Scott to work with hundreds of clients in the travel sector to help them navigate the ever-evolving world of online marketing. Scott is a member of several professional travel associations, and speaks to groups across the Central US on how to get the most out of TripAdvisor.
The Importance of Social Media - 2014 Maine Innkeepers Association ConferenceShannon Kinney
Dream Local Digital's Shannon Kinney attended the Maine Innkeepers Association's Annual Meeting & Conference to present emerging social media marketing trends for the hospitality industry, how these trends are affecting consumer shopping habits, and how to best leverage online tools for business growth and customer satisfaction.
Book Shannon to speak at your next event >> http://dreamlocal.com/social-media-online-marketing-seminars/
WEBINAR VIDEO: Cornell/Revinate study of how to improve your TripAdvisor rank...tnooz
One of the most important initiatives for hotels today is to move up in ranking on TripAdvisor and increase visibility on the world’s largest travel site.
A recent study conducted by Cornell and Revinate, the leading guest feedback and engagement platform, unveiled one simple way for hotels worldwide to improve on TripAdvisor.
This Tnooz and Revinate webinar explored:
The full results of the study, and how encouraging guests to share feedback on TripAdvisor drives significant gains in a property’s performance on TripAdvisor and even increased occupancy. For example, properties using Revinate Surveys solution, which encourages guests to write reviews on TripAdvisor, experienced a 3X average increase in review volume.
How hotels can capitalize on additional revenue opportunities with increased occupancy
Results of related research on the revenue impact of responding to reviews (responding to all positive reviews might actually be detrimental!)
Broader strategies to encourage direct, repeat bookings and build deeper relationships with guests
Panelists for the free, hour-long webinar were:
Chris Anderson, associate professor, Cornell School of Hotel Administration
Brian Payea, head of industry relations, TripAdvisor
Gene Quinn, CEO and producer, Tnooz
Glynis Esmail, VP marketing, Landmark Hotels Group
Tara Peterson, corporate marketing coordinator, IDM Hospitality
Kelly Robb, director of market intelligence, Revinate
Sean O'Neill, editor-in-chief and moderator, Tnooz
Who should watch?
Hotel general managers
VPs and directors of marketing
VPs and directors of operations
Corporate marketing directors
C-level executives
This free webinar took place on Tuesday 12 July 2016.
Tnooz-TripAdvisor webinar - Reputation management and beyondtnooz
Slides from a Tnooz-TripAdvisor hosted webinar in August 2011. The session focussed on ideas on delivering an outstanding guest experience, optimising a hotel's web presence with reviews and user generated content, and how hoteliers can turn traveler reviews into opportunities.
Meta-search engines provide consumers a time-saving solution for searching for the best deal, through aggregation of multiple hotel, flight and other travel sources into one website. With new competitors leveraging data at the top of the funnel, meta-search engines turn to new services and monetization strategies.
Online reviews are an important tool that helps consumers decide regarding a purchase of a product or a service.
Today, more than ever, digital reviews are everywhere and it seems that most of the consumers read online reviews before making a purchase decision.
According to BrightLocal survey, 91% of US consumers ‘regularly’ or ‘occasionally’ read online reviews. Online reviews also increase trust in a business, as long as the reviews are positive: 74% of customers say that a positive review makes them trust a business more, while 60% say a negative review makes them question the quality of a business. Usually consumers will stop looking for another business after having read positive reviews.
Online reviews are used for various types of businesses. Restaurant / café is the most common segment in which people use online reviews before deciding, with 60% of consumers saying that they had read online reviews for this segment. Hospitality comes next, with 40%, and Medical / healthcare comes third with 31%. According to Schieber Research, these numbers are expected to rise significantly for every industry with the integration of reviews into search engines and with companies increasingly encouraging consumer to write reviews, it would be almost impossible to make a decision without reading reviews first.
A New Era of Travel: How to Stay Ahead of Travel Trends and Evolving Behaviou...AnneNguyen92
"A New Era of Travel: How to Stay Ahead of Travel Trends and Evolving Behaviours in a Post-Pandemic World" presented by Jessica Small at Mumbrella's Travel Marketing Summit 2023
Palestra sobre os 7 motivos para os hotéis investirem em venda direta - Augusto Rocha (Partner PMWEB) - 5ª Power Breakfast HSMAI Rio de Janeiro 05/11/15.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
10. 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
11. Accommodations >3.5/5.0: 56%
Registered accommodations: 28%
Traffic increase YOY: 52%
Average review rating: 4.02
Global site average review rating: 4.12
Brazil’s TripAdvisor accommodation footprint
TripAdvisor.com site data 2014
12. 12
Highly engaged hotels see more results on TripAdvisor
Atmosphere Research Group study links engagement and performance
What makes a hotel highly engaged on TripAdvisor?
o At least one active, verified owner
o 10+ Management Photos on their listings
o 25%+ of reviews receive a Management Response
How highly engaged hotels perform over others:
Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015
14. 14
Hotels that ask for reviews perform even better
Systematic review collection amplifies “Virtuous Circle” benefits
Highly engaged hotels that prompt every guest to write a review with tools like the
TripAdvisor Review Collection Platform (RCP) see:
o Up to 80% more reviews per month over previous numbers
o POP ranking visibility to 3 of every 4 travelers exploring their markets
Other key performance metrics of highly engaged hotels using RCP:
Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015
15. 15
The Life Cycle of the Traveller
• More than 60% of travelers start researching their trip more than four
weeks out from the day of booking
Awareness
Not planning…
but open to inspiration
Consideration
Starting
the process
Comparison
Short list of
hotels
Booking
Flight -> Hotel
Experience
Actively
on vacation
Advocate
Reviews,
Facebook,
WoM
Week -20+
“Not Yet Ready”
Week -16:
• 5 Destinations
• 0 Hotels
Week -12:
• 3 Destinations
• 6 Hotels
Week -4:
• 1 Destination
• 15 Hotels
Week 0
• Booked
Book Additional
Activities
• Restaurants
• Attractions
• Tours, etc.
Already thinking
about next trip!
Source: Comscore Consumer Path to Purchase – December 2014
16.
17. Top factors that drive the most traveler
engagement on hotel pages:
Number of photos
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
18. Personalization
How it works
• Travelers search for hotels
by destination and filter
results based on travel
preferences (style,
location, amenities, etc.)
• TripAdvisor algorithm
factors in traveler’s prior
TripAdvisor research and
reviews
• Personalized results are
provided to help travelers
find the best hotel based
on their needs and
interests
19. • 190MM app downloads
• 50% of TripAdvisor traffic through mobile
• Full functionality plus:
o Offline maps and downloadable
guides
o “Near Me Now” functionality to find
great local attractions and
restaurants
o Location-sensitive search
Key Features:
Improving Travel with
the Smartphone
20. 20
What’s your mobile strategy?
Small screens are a big priority
Source: “Traveler Technology Survey 2014” Phocuswright, January 2015
Source: “Travel Flash Report” Criteo, September 2014
The opportunity:
• 7 out of 10 travelers used a mobile device to book
or plan travel last year*
• 1 in 5 hotel bookings come from mobile
The challenge:
• Google’s mobile algorithm de-prioritizes
search results that aren’t mobile-friendly
• Optimizing mobile takes time, money and expertise
21. 21
Make the right call
Your Business Listing powers mobile acquisition
Source: “Traveler Technology Survey 2014” Phocuswright, January 2015
Mobile bookings are just a tap away:
• Reach a broader audience
Nearly 50% of TripAdvisor traffic is from mobile
• Drive last-minute bookings
With click-to-call functionality
• Enable bookings in the top travel app
175 million downloads worldwide
22. 22
Telephone lead management
o Track telephone sales
leads
o Includes number of calls
and estimated bookings
generated
o Available in your monthly
Business Listing report
and Property Dashboard
Nearly 60% of travel
sales in 2014 were
booked offline (such as
over the phone)*
*Source: PhoCusWright
Included with your Business Listing
24. 24
How did we arrive at Instant Booking?
Source: TA internal data
o TRIP Mobile traffic growing 200% YoY
o 195MM App Downloads
o Mobile now half of all TripAdvisor traffic
24
25. 25
How did we arrive at Instant Booking?
o Users lose
momentum when
leaving TRIP mobile
web/app to book on
partner sites.
o Different UI
experiences in
handoff leads to high
bounce rates.
o We asked - “Is there a
better way?”
25