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.

1. How to improve your TripAdvisor
ranking
Webinar
July 12, 2016

2. Your hosts
Sean O’Neill
Editor in Chief & Moderator
Tnooz
Gene Quinn
CEO & Producer
Tnooz

3. Your presenters
Kenny Lee
VP of Marketing
Revinate
Brian Payea
Head of Industry Relations
TripAdvisor
Chris Anderson
Director
Cornell SHA
Glynis Esmail
VP of Marketing
Landmark Hotels Group
Tara Peterson
Corp. Marketing Coordinator
IDM Hospitality

4. @Revinate | #RevinateWebinars
Poll Question #1
Whereareyoulocated?

5. @Revinate | #RevinateWebinars
Poll Question #2
Whichindustrysegmentdoyourepresent?

6. @Revinate | #RevinateWebinars
• WelcomefromRevinate
• ManagingyourReputationonTripAdvisor
• Cornell-RevinateResearch:“HotelPerformanceImpactofSocially
EngagingwithConsumers”(April2016)
• CaseStudies
• LandmarkHotelsGroup
• IDMHospitalityManagement
• Q&A
Agenda

7. Managing your Reputation on TripAdvisor
Brian Payea, Head of Industry Relations

8. Highly Engaged Hotels See More Results
on TripAdvisor
Atmosphere Research Group study links engagement and performance
What makes a hotel highly engaged on TripAdvisor?
• At least one active, verified owner
• 10+ Management Photos on their listings
• 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
+387%
AVERAGE PAGE
VIEWS PER
MONTH
+63%
TRIPADVISOR
POP RANKING
PERCENTILE

9. The
“Virtuous Circle”
of Guest
Engagement
Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015

10. TripAdvisor Popularity Ranking
QUALITY
QUANTITY
RECENCY
CONSISTENCY
OVER
TIME

11. Top Factors Driving Traveler Engagement on
TripAdvisor
Source: 2014 TripAdvisor internal data study of most reviewed cities on TripAdvisor. 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
Number of photos

12. TRIPADVISOR BEST PRACTICES

13. Encourage Guests to Write Reviews
• Email Reminders
• Widgets
• Reminder cards, stickers & flyers
• TripAdvisor app for Facebook
TripAdvisor Review Collection Tools:

14. Review Collection Services
Source: Using Guest Reviews to Pave the Path to Greater Engagement” collected by Atmosphere Research Group
Hotels using Review Collection programs may increase TripAdvisor reviews by
30 - 80% and page views by 40% compared to others that don't use them

15. Respond and Thank Travelers for
their Feedback
of TripAdvisor users agree that a
thoughtful response to a bad
review improves their
impression of a hotel
85%
of TripAdvisor users are more
likely to book a hotel which
responds to traveller reviews
versus a comparable hotel which
doesn’t provide management
responses
65%
Source: 2015 ‘Custom Survey Research Engagement’ conducted by Phocuswright on behalf of TripAdvisor. .

16. Q&A Feature Increases Sense of
Transparency
Also encourages past
customers to advocate
for your brand

17. For TripAdvisor Tools and Best Practices
Visit TripAdvisor Insights
TripAdvisor.com/TripAdvisorInsights
@TripAdvisorB2B

18. @Revinate | #RevinateWebinars
Poll Question #3
Forhoteliers,areyouintegratingTripAdvisorReviewCollectionintoyour
post-staysurveyprogram,eitherwithRevinateSurveysoranotherprovider?
• Yes
• No

19. @Revinate | #RevinateWebinars
Cornell-Revinate Research (April 2016)
1. EncouragingReviews
• SeriesofA/Btestsw/80hotels(US,AustraliaandEurope)
2. RespondingtoReviews
• Twoarchivalsamples
• Impactsonconversion@TripAdvisor
• ImpactonTripAdvisorscores

20. @Revinate | #RevinateWebinars
• Shouldyoufacilitateonlineguestfeedback?
• SeriesofA/Btestswith80hotels(US,APAC,Europe)
• Aperiod,statusquo(upto12monthperiod)
• Bperiod,encouraging/facilitatingonlineguestreviewswithRevinate
Surveys(samedurationasAperiod)
• ImpactonTripAdvisorMetricsandHotelPerformanceMetrics
1. Impact of Encouraging Reviews

21. @Revinate | #RevinateWebinars
1. Impact of Encouraging Reviews
# Review Index
3X average increase
in TA review volume
3X
Popularity Index
10% average increase
(58% of hotels increased
in rank)
Occupancy Index
1% average increase in
occupancy index

22. @Revinate | #RevinateWebinars
• 3 yearsofdata
• AllreviewspostedtoTripAdvisorfortwoUSmarkets(oneleisureheavy)
• Lookatreviews(scores,volume,responses)onaquarterlybasis
• VariableofinterestisReviewScore
2. Impact of Responding upon Subsequent
Review Scores (NY & Orlando)

23. @Revinate | #RevinateWebinars
2. Impact of Responding upon Subsequent
Review Scores (NY & Orlando)
Relative
Frequency
% of Reviews with Response

24. @Revinate | #RevinateWebinars
2. Impact of Responding upon Subsequent
Review Scores (NY & Orlando)
% Change in TA Score
# of Reviews
0.0002
Response (1 no response/0 response)
0.91
% of Negative Reviews with Response
1.02
% of Positive Reviews with Response
0.98

25. @Revinate | #RevinateWebinars
2. Revenue Impact of Responding to Reviews

26. @Revinate | #RevinateWebinars
# of Hotels
% with
Response
Average
Review Score
Average Room
Nights
ADR
Average # of
Reviews
Italy
34895
9%
3.8
50
120
41
UK
9335
16%
3.48
51
132
105
France
20488
12%
3.44
57
118
46
Dubai
477
26%
2.71
205
196
258
2. Revenue Impact of Responding to Reviews

27. @Revinate | #RevinateWebinars
2. Revenue Impact of Responding to Reviews
0
0.5
1
1.5
2
2.5
0
0.2
0.4
0.6
0.8
1
Revenue factor
compared to
not responding
to reviews at all
Percentage of reviews with a response
Focus more on negative
reviews than positive
reviews
±2.2x revenue
impact at 40-45%
response rate!

28. @Revinate | #RevinateWebinars
Key Takeaways
• Onlinereviewsreduceproductuncertaintyandallowhotelstomake
operational/serviceimprovements
• ImpactsofengagingwithconsumersonTripAdvisor
• Impactofinformingconsumersyouwanttheiropinion
• Impactoflettingthemknowthatyouarelistening
• Caution…

29. @Revinate | #RevinateWebinars
Poll Question #4
Whatisyourtoppriorityin2016?
• Guestfeedbackmanagement
• GuestCustomerRelationshipManagement(CRM)
• Moredirectbookingsandwebsiteconversion
• Loyaltymarketing
• Other

30. @Revinate | #RevinateWebinars
• NorthAmerica,Hawaii,andMexico
• SenseofStyle,Place,Success,andPurpose
• MakenaBeach&GolfResort
• Competitiveluxurydestination
• TripAdvisorbeneficialforbothOperationsandMarketing
• GoalsettinginRevinatetotrackmanagementresponserates
• Needforholisticchannelmanagementapproachandpersonalization
Case Study: Landmark Hotels Group

31. @Revinate | #RevinateWebinars
#11
#7
(TA publishing
launch w/
Revinate)
#1
0
5
10
15
Oct-12
Jan-13
Apr-13
Jul-13
Oct-13
Jan-14
Makena TripAdvisor Popularity Index
Case Study: Makena Beach & Golf Resort

32. @Revinate | #RevinateWebinars
• Regional,urbanboutiquehotelscommittedtotheir
localcommunities(“UniquelyIndependent”)
• Differentiatedincompetitivemarkets
• Workflowmanagement,ticketingandsentiment
analysiscriticaltooperationalizingguestfeedback
andmakingcapitaldecisions,ratemanagement
• High-touch,localizedservice
Case Study: IDM Hospitality Management

33. @Revinate | #RevinateWebinars
Case Study: IDM Hospitality Management
438
(TA publishing
launch w/ Revinate)
1284
1923
0
500
1000
1500
2000
2013
2014
2015
IDM TripAdvisor Review Count
3X

34. @Revinate | #RevinateWebinars
Where to Learn More: learn.revinate.com

35. Q & A

36. Thank you!
Send your questions and comments to gene@tnooz.com
Replay and presentation will be available on
www.tnooz.com