REVIEWS, REPUTATION AND ROI
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1 REVIEWS, REPUTATION AND ROI Getting the Most out of TripAdvisor and Your Online Presence Presented by Steven Paganelli, CDME Head of Destination Marketing Sales, Americas
2 WHAT IS THE ROI OF SOCIAL MEDIA?
3 Overall Reputation Management Impacts your Bottom Line Guests are visiting TripAdvisor more frequently prior to booking Properties with stronger reputations across all channels perform better overall Higher review scores on OTA sites allow hotels to charge more while maintaining occupancy rates. Source: The Impact of Social Media on Lodging Performance. Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.
4 million Unique monthly visitors* million businesses listed user contributions every minute million candid traveler photos *Source: Google Analytics, worldwide data, July 2013
5 MILLION REVIEWS AND OPINIONS
6 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%
7 TripAdvisor Mobile In Q1 2013, TripAdvisor had 108 million unique monthly visitors on mobile, up over 100% year-over-year 20 languages 82M app downloads 82 city guides
8 TAKE CONTROL
9 Do Online Reviews Impact Booking? 93% 96% of global travelers say their booking decisions are impacted by online reviews of global hotels say reviews are important for bookings The TripBarometer by TripAdvisor is based upon an online survey conducted in Dec Jan 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.
10 TripAdvisor Management Center ONLY 1 OF 4 OF HOTELIERS ARE TAKING ADVANTAGE OF THIS IMPORTANT TOOL Source: TripAdvisor internal data
11 Register in TripAdvisor Management Center Step 1 Search for and find your property. Step 2 Fill in details and sign in.
12 EMBRACE FEEDBACK
13 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.
14 TripAdvisor reviews are largely positive 48% 30% 12% 5% 5% Average Review Score: 4.12 Source: TripAdvisor. Percentage of all ratings, January 2014
15 Key factors that influence your popularity RECENT QUANTITY QUALITY REVIEWS
16 Track performance with Review Metrix
17 Track performance with Review Metrix
18 Property Snapshot Key metrics to measure dayto-day performance Ratings Rankings Review, photo and top comments activity
19 ENCOURAGE FEEDBACK 19
20 500 million people view TripAdvisor content on sites other than TripAdvisor each month
21 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 recent guests Use campaign dashboard to monitor incoming reviews and optimize campaigns It s FREE!
22 Review Express Dashboard
23 47,000+ properties have used Review Express to date 33% increase in reviews overall after using Review Express regularly
24 Review Express Case Study: Thistle Residence, Quartermile Apartments 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
25 105,000 widgets unique domains feature TripAdvisor on their site
26 SPEAK UP
27 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. 87% of respondents say an appropriate management response to a bad review improves my impression of the hotel. Source: PhoCusWright s Custom Survey Research Engagement, prepared for TripAdvisor. December 2013
28 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
29 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
30 PAINT YOUR PICTURE
31 Source: PhoCusWright s Custom Survey Research Engagement, prepared for TripAdvisor. December % of TripAdvisor users use photos from other travelers to help them make a decision
32 Source: PhoCusWright s Custom Survey Research Engagement, prepared for TripAdvisor. December 2013
33 SING YOUR PRAISES
34 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
35
36 Order your TripAdvisor sticker Visit your Management Center s Free marketing tools section 75% of TripAdvisor members surveyed say they are more likely to use a business with a TripAdvisor endorsement on display Source: "TripAdvisor Member Survey, October 2012
37
38 Properties with stronger reputations across all channels perform better overall Source: The Impact of Social Media on Lodging Performance. Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.
39 8 TripAdvisor Tips for DMOs Work with Partners to Maximize Their Presence Encourage Reviews Encourage reviews Leverage Traveler s Choice Awards Monitor & Participate in Forum Discussions Add Photos and Videos Syndicate TripAdvisor User s content Curate Your Own Content with Tourism Sponsorship Watch Your Inbox for DMO Updates 39
40 TripAdvisor for Business resources
41 TripAdvisor Insights 4 1
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