Presentation by TripAdvisor to the Connecticut Lodging Association on how to maintain your online reputation through actively following and responding to online comments.
3. user contributions
every minutebusinesses listed
million
Unique
monthly
visitors*million
candid traveller photos
million
*Source: Google Analytics, worldwide data, July 2013
4. World’s largest travel site:
260M unique monthly visitors
Traffic Sources
(comScore 10/13)
Europe
41
%
Asia Pacific
24
%
North
America
23
%
Latin America 8%
Middle East &
Africa
4%
8. Guests are visiting TripAdvisor more
frequently prior to booking
Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.
Overall Reputation Management Impacts your Bottom Line
Properties with stronger reputations
across all channels perform better overall
Higher review scores allow hotels to charge more
while maintaining occupancy rates.
10. Do Online Reviews Impact Booking?
of global travelers say their
booking decisions are
impacted by online reviews
of global hotels say
reviews are important
for bookings
93% 96%
The TripBarometer by TripAdvisor is based upon an online survey conducted in Dec. 2012 – Jan. 2013. A total of 35,042 people participated in the online survey from
26 countries spanning 7 regions. The sample is made up of 15,595 consumers and 19,447 businesses, making it the world’s largest combined accommodation and
traveler survey.
14. Cornell Research: More reviews lead to higher ratings
“Online Customer Reviews of Hotels: As Participation
Increases, Better Evaluation Is Obtained”
• Early reviews for accommodations tend to skew negative
• However, as reviews increase, ratings become more positive
– Terrible (rating of 1) reviews decrease by more than half
– Excellent reviews grow by half
• Positive reviews are more common than negative reviews
– Examined over 1.28 million reviews
• More than 70% had a rating of 4 or 5
• Only 15% had a rating of 1 or 2
Source: “Online Customer Reviews of Hotels: As Participation Increases, Better Evaluation Is Obtained.”
Santiago Melián-González, Jacques Bulchand-Gidumal and Beatriz González López-Valcárcel. Cornell Hospitality Quarterly. March 2013.
15. TripAdvisor reviews are largely positive
Source: TripAdvisor. Percentage of all ratings, January 2014
48%
30%
12%
5%
5%
Average Review Score:
4.12
23. 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. properties have used Review
Express to date
47,000+
33%
increase in reviews overall after
using Review Express regularly
26. • New property located in
Edinburgh, UK
• Started using automated
Review Express a few
months ago
• ―Went from 1 review a
month to 3-4 per week‖
• Thistle Residence’s
popularity on TripAdvisor
has been on the rise
Review Express Case Study: Thistle Residence,
Quartermile Apartments
29. Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013
Management Responses influence traveler decisions
of respondents say an
appropriate management
response to a bad review
improves my impression of
the hotel.
87%of respondents say seeing a
hotel management
response to reviews makes
me believe that it cares
more about its guests.
77%
30. Management Response Status Notification
• Status updates:
– Yes: Management
Response written and
published
– No: No management
response
– Rejected:
Management
Response written but
rejected because it
didn’t meet TripAdvisor
guidelines
31. Management Responses: Best Practices
1. Sign up for review notification emails
2. Read our guidelines
3. Respond promptly
4. Say ―thank you‖
5. Be original in reply
6. Highlight positives
7. Address specific complaints
8. Be polite and professional
34. 73% of TripAdvisor
users use photos
from other travelers
to help them make a
decision
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013
37. How to promote your awards
• Add the emblem to your
website
• Display your award on your
property
• Issue a press release
• Contact your local media
• Post your award on
Facebook and other social
media outlets
• Celebrate with past guests
38.
39. of TripAdvisor
members
surveyed say they
are more likely to
use a business
with a TripAdvisor
endorsement on
display
75%
Order your TripAdvisor sticker
Visit your Management Center’s “Free marketing tools” section
Source: "TripAdvisor Member Survey, October 2012
40. Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.
Properties with stronger
reputations across all channels
perform better overall
42. TripConnect
A link on your TripAdvisor profile featuring your rates and availability —
sending travelers directly to your online reservations center.
Offering a Powerful New Way to Maximize Direct Bookings with:
43. TripConnect: Benefits
Share rates and
availability
Control your
budget
Access
revenue
tracking
services*
Get more
reviews
automatically*
Get prime
placement
*These benefits are available with Premium Partner Internet Booking Engines
44. TripConnect: How it Works
Travelers see and click on your link on
your TripAdvisor page
Travelers go directly to your website’s
booking page, where they can easily
convert into direct bookings
45. TripConnect
Be a
Business Listings subscriber
Work with a
certified Internet Booking Engine
As a Business Listings subscriber,
you’ll be able to take full advantage of
powerful marketing tools like
TripConnect, Special Offers, in-depth
analytics with expanded Property
Dashboard and much more
In order to participate in TripConnect,
your IBE (Internet Booking Engine) –
the company that supports your
website’s online booking capabilities –
must be a certified TripConnect
Partner
In order to participate, you must:
For more information, go to:
www.TripAdvisor.com/TripConnectFAQ
…260 million visitors come each month to plan their trips. We’ve expanded from that tiny storefront in Massachusetts and our original .com site, and now have 34 points of sale around the globe. And as you can see, our traffic is truly international, as well, with more than 75% of it coming from outside of the United States. Most recently, we’ve expanded our reach in Latin America, rolling out four new TripAdvisor domains in localized Spanish language in Peru, Colombia, Chile and Venezuela this past fall.
How much they want to do that is evident to us from the growth in TripAdvisor’s mobile traffic and app downloads. Last quarter, we had more than 108 million monthly users on tablet and phone, approaching 40% of our total traffic. That mobile traffic is up more than 175% year-over-year. We’ve also had 69 million downloads for our family of apps. When we first approached mobile several years ago, it was never a question of simply adapting our core site, but of building out solutions that fully leveraged mobile’s unique functionality. Our growth is due, in part, to the fact that we’re continually evaluating what travelers want to do where on which device, and then evolving our solutions. We’ve gone from online apps to offline guides, from hybrid to native to better meet traveler needs. And when we talk about mobile we’re not just talking about phones, but about tablets, too.
CSI = Customer Satisfaction IndexRates each review from 0-100 based on seven key TripAdvisor ratingsCompare your hotel to a competitor and your citySee a quick look at the eight most-recent reviews and the CSI score for eachView a distribution of CSI scores and counts of recent reviewsWeek, Month, Quarter, Year
CSI = Customer Satisfaction IndexRates each review from 0-100 based on seven key TripAdvisor ratingsCompare your hotel to a competitor and your citySee a quick look at the eight most-recent reviews and the CSI score for eachView a distribution of CSI scores and counts of recent reviewsWeek, Month, Quarter, Year
Please mention:mention - constantly evolving product, welcome any feedback- we don’t do anything except email the customer on their behalf (was an issue that was stressed before)- Also only available to hotels with less than 100 rooms (and restaurants / attractions)- use it all the time!