TripAdvisor joins DMAI in a webinar to discuss how to leverage its Travelers' Choice Award and Certificate of Excellence recognitions.

1. The TripAdvisor Travelers’ Choice Awards:
Leveraging a Global Phenomenon
Welcome!
Mark Preston
DMO Northeast Sales
Luisa Sholkovitz
Brand Marketing Manager

2. How to leverage your
Travelers’ Choice Award
June 25, 2015
Mark Preston
DMO Northeast Sales
Luisa Sholkovitz
Brand Marketing Manager

3. 3
TripAdvisor: Where travelers come to plan and
book the perfect trip
45 COUNTRIES
28
LANGUAGES
190+ MILLION
DOWNLOADS
TRIPADVISOR APPS
340 MILLION*
UNIQUE MONTHLY USERS
225 MILLION
REVIEWS
139+NEWCONTRIBUTIONS
POSTED EVERY MINUTE
*Source: Google Analytics, average monthly unique users, Q1 2015

4. 4
Travelers’ Choice: 13 years of recognizing the
best in travel

5. 5
The power of the Travelers’ Choice Award
72%
OF TRAVELERS ARE
MORE LIKELY TO VISIT
A TRAVELERS’ CHOICE AWARD WINNER
55+ million
EMAILS SENT TO ANNOUNCE WINNERS
BEST PERFORMING EMAIL
OF THE YEAR*
650 STORIES
IN TOP-TIER MEDIA AROUND THE WORLD*
UP TO 67%
BETTER BANNER PERFORMANCE*⁺
179%
BETTER REACH THAN OTHER FACEBOOK POSTS
ALL-TIME BEST PERFORMING
TRIPADVISOR FACEBOOK POST*
*Statistics are based on the 2015 Travelers’ Choice Destination Awards.
⁺Compared to all TA banners between April 6-12, 2015

6. 6
Travelers’ Choice campaign elements

7. 7
Travelers’ Choice Favorites – Case Studies

8. 8
Let people know that travelers have picked you
among the best destinations worldwide
Aruba and Cayman Island print ads
Punta Cana visitors’ guide

9. 9
Leverage high-traffic areas to display your award
Siem Reap airport sign
Siesta Beach photo opp
Signs in downtown Bangkok

10. 10
Spread the word in all your online marketing
Banner Ad Social Media Campaign
Website Home Page

11. 11
Get the media’s attention
• Take action early.
• Always send a press release.
• Plan an event.
• Create photo opps.

12. 12
Promote your award on Facebook and Twitter

13. 13
Activate businesses in your destination to
spread the word

14. 14
• Find logo and widget for your website in the widget center:
http://www.tripadvisor.com/Widgets
• Have more ideas to leverage your award? We would love to collaborate with you,
so please contact me: lsholkovitz@tripadvisor.com
Getting started

15. Certificates of Excellence
& Review Collection
Mark Preston
DMAI, June Webinar

16. of TripAdvisor
members
surveyed say they
are more likely to
use a business
with a TripAdvisor
endorsement on
display
75%
Source: "TripAdvisor Member Survey, October 2012

17. 17
Don’t be
afraid to
boast!

18. How to promote your awards
• Add the emblem to your
website

19. More easy ways to publicize your win

20. Issue a Press Release: Sample Buffalo-Niagara CVB
1. Request a list of CoE recipients from your
TripAdvisor Sales Representative.
2. Download a Press Release Template from the
management site.
3. Get the news out to local/national media sources.

21. 21
ENCOURAGE
FEEDBACK

22. www.tripadvisor.com/Owners
Step 1
Search for and find your property.
Step 2
Fill in details and sign in.
Register in TripAdvisor Management Center

23. 23
Key factors that influence your popularity
QUALITYRECENT REVIEWSQUANTITY

24. 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!

25. Review Express Dashboard

26. Incorporate Widgets to Solicit Reviews

27. Request Personalized Business Cards from the Management
Center

28. Visit TripAdvisor Insights

29. THANK YOU
Mark Preston
DMO Northeast Sales
mpreston@tripadvisor.com
Thank you.
Luisa Sholkovitz
Brand Marketing Manager
lsholkovitz@tripadvisor.com