Managing Your Brand s Online Reputation on TripAdvisor

Transcription

1 Managing Your Brand s Online Reputation on TripAdvisor Getting the Most out of the World s Largest Travel Site Scott Caufield DMO Sales Manager - Midwest Region TripAdvisor

2

3 GULF SHORES & ORANGE BEACH ON TRIPADVISOR

4 Gulf Shores & Orange Beach on TripAdvisor NUMBER OF REVIEWS o 11,160 Hotel & Accommodation o 5,936 Vacation Rentals o 9,264 Things to Do o 37,490 Restaurant

5 TripAdvisor Users Viewing Gulf Shores & Orange Beach million page views (30% YOY increase) 4.2 million unique sessions (35% YOY increase) Top 5 Country Markets o Canada o United Kingdom o Germany o China o India Top 5 City Markets o Houston o Birmingham o Atlanta o Saint Louis o New Orleans

6 Gulf Shores & Orange Beach 2015 REVIEW AVERAGES Gulf Shores Orange Beach 4.13 average 4.27 average Total 4.20 average

7 TRIPADVISOR BY THE NUMBERS

8 million unique monthly visitors * million TripAdvisor members million reviews and opinions user contributions every minute

9 DO REVIEWS REALLY MATTER?

10 Reviews matter: When researching restaurants or local attractions on TripAdvisor, 1 in 5 (20%) users read 11+ reviews before making decision. Source: PhoCusWright s Custom Survey Research Engagement, prepared for TripAdvisor. December 2013.

11 Reviews encourage travelers to spend more If prices are the same, users are 3.9 times more likely to choose a hotel with higher review scores 76% of customers were willing to pay more for a hotel with higher review scores Source: The Effect of Reviews on Hotel Conversion Rates and Pricing, TrustYou, September 2014

12 SIX STEPS TO MANAGE YOUR REPUTATION

13 TAKE CONTROL

14 Use the Management Center

15 EMBRACE FEEDBACK

16 TripAdvisor reviews are largely positive 48% 5% 5% 12% 30% Average Review Score: 4.12 Source: TripAdvisor. Percentage of all ratings, January 2014

17 Key factors that influence your popularity RECENT QUANTITY QUALITY REVIEWS

18 Track performance with Review Metrix

19 Use the Property Snapshot Key metrics to measure day-today performance Ratings Rankings Review, photo and top comments activity

20 ENCOURAGE FEEDBACK 20

21 Tools to Encourage Feedback Custom Reminder Cards (first 100 are free) Reminder Flyer printable from your listing s management center Website Widgets TripAdvisor Facebook App Get Creative!

22 Review Express Easier than ever to ask guests to write a review on TripAdvisor! CRM tool Customizable templates Campaign Dashboard It s FREE!

23 SPEAK UP

24 Management Responses influence traveler decisions 77% of respondents say seeing a hotel management response to reviews makes me believe that it cares more about its guests. Source: PhoCusWright s Custom Survey Research Engagement, prepared for TripAdvisor. December % of respondents say an appropriate management response to a bad review improves my impression of the hotel.

25 Hotels providing a management response to reviews are 21 percent more likely to receive a booking inquiry via TripAdvisor than those who don t respond to any reviews. And properties that respond to over 50 percent of their reviews increase their likelihood of receiving a booking inquiry by 24 percent. (Compared to properties that do not respond to reviews)

26 Management Responses: Best Practices 1. Sign up for review notification s 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

27 PAINT YOUR PICTURE

28 Upload Photos 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

29 Be Sure Your Listing is Complete Source: PhoCusWright s Custom Survey Research Engagement, prepared for TripAdvisor. December 2013

30 SING YOUR PRAISES

31 Order your TripAdvisor sticker Visit your Management Center s Free marketing tools section Source: "TripAdvisor Member Survey, October % of TripAdvisor members surveyed say they are more likely to use a business with a TripAdvisor endorsement on display

32 Certificate of Excellence Award Promotion Add the emblem to your website Display your award at your business Press release Social Media Incorporate into customer communications 112 Gulf Shores & Orange Beach Hotels, Attractions, and Restaurants were Certificate of Excellence Winners in 2015!

33 In Summary Effectively Manage Your Reputation in 6 Steps TAKE CONTROL: own your listing EMBRACE FEEDBACK: it s better than you might think! ENCOURAGE FEEDBACK: the more you get, the better it s likely to be SPEAK UP: guests are more likely to come back when you respond to reviews PAINT YOUR PICTURE: complete your listing photos, amenities and other features draw more visitors! SING YOUR PRAISES: let the world know you re proud of your feedback!

34 Thank You!