Managing your online reputation Getting the Most out of the World s Largest Travel Site Presented by Pollyanna Vincent Senior Partnerships Manager, UK and Nordics
Consumer reviews are everywhere!
NEARLY million unique monthly visitors * million TripAdvisor members million reviews and opinions user contributions every minute Source: Google Analytics, average monthly unique users, Q3 2014 ; does not include traffic to daodao.com
World s largest travel site, operating in 45 countries and 28 languages NORTH AMERICA 23% EUROPE 43% LATAM 9% MIDDLE EAST & AFRICA 4% ASIA PACIFIC 21% Source: comscore Media Metrix for TripAdvisor Sites, worldwide, Oct 2014
WHAT IS THE ROI OF SOCIAL MEDIA?
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 up to 11.2% 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.
Globally, half of TripAdvisor users reference TripAdvisor reviews before booking a hotel Source: PhoCusWright s Custom Survey Research Engagement, prepared for TripAdvisor. December 2013.
How often survey respondents use TripAdvisor A few times a month 29% At least once a week 12% More than once a week 26% Source: PhoCusWright s Custom Survey Research Engagement, prepared for TripAdvisor. December 2013.
More than 80% of TripAdvisor travelers feel that TripAdvisor reviews help them feel more confident in their travel decisions and have a better trip Source: PhoCusWright s Custom Survey Research Engagement, prepared for TripAdvisor. December 2013.
CONFIDENCE IN INFORMATION Percentage of consumers who say they have trust and confidence in information they see on these platforms and sites TripAdvisor 82% Amazon 79% Mumsnet 74% LinkedIn 69% Personal blog 67% Pinterest 61% Google+ 56% Twitter 55% Brand/business blog 54% Instagram 49% Facebook 46% Source: Chartered Institute of Marketing Travel Industry Group and YouGov
How can I engage with TripAdvisor and its users?
Monitor Engage Promote
TAKE CONTROL
Reviews Impact Online Bookings 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. 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.
Google Alerts
TripAdvisor Management Center ONLY 1 OF 4 OF HOTELIERS ARE TAKING ADVANTAGE OF THIS IMPORTANT TOOL Source: TripAdvisor internal data
Register in TripAdvisor Management Center www.tripadvisor.com/owners Step 1 Search for and find your property. Step 2 Fill in details and sign in.
EMBRACE FEEDBACK
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 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.
TripAdvisor reviews are largely positive 48% 30% 12% 5% 5% Average Review Score: 4.12 Source: TripAdvisor. Percentage of all ratings, January 2014
Danish Properties on TripAdvisor Room for ratings improvement in Denmark Properties: 410,038 Restaurants: 618,914 Attractions: 204,652 Av. Bubble Rating of Properties: 4.05 Av. Bubble Rating of Restaurants: 3.87 Av. Bubble rating of Attractions: 4.29 Properties: 3,339 Restaurants: 5,429 Attractions: 5,523 Av. Bubble rating of Properties: 3.85 Av. Bubble rating of Restaurants: 3.82 Av. Bubble rating of Attractions: 4.17 TripAdvisor.com site data, 2015
Key factors that influence a sites popularity RECENT QUANTITY QUALITY REVIEWS
ENCOURAGE FEEDBACK 24
Markets driving the most traffic to Danish TripAdvisor pages over the past year 1. 5,369,152 2. 1,664,174 3. 1,259,334 1. 838,250 2. 764,869 TripAdvisor.com site data, 2014-2015. Based on unique user sessions.
Review Express Easier than ever to ask guests to write a review on TripAdvisor!
47,000+ properties have used Review Express to date 33% increase in reviews overall after using Review Express regularly
SPEAK UP
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
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
ENGAGE BY PAINTING A PICTURE
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
SING YOUR PRAISES
How best to promote awards Add the emblem to websites Display awards within the property Issue a press release Contact local media Use Facebook and other social media outlets Celebrate with past guests
Online to offline.. 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
TripAdvisor Insights www.tripadvisor.com/tripadvisorinsights 3 8
Thank You!