trip advisor seminar

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50 Million Reasons to Get InvolvedMaking the Most of Your TripAdvisor Presence

Presented byVictoria Delany

eTourism Africa Summit

16 September 2011

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Opportunity knocks…

“Travel review Web sites and hotel reviews on online travel agencies (OTAs) are among the most influential forces most frequently cited by travellers when shopping.”

-PhoCusWright, Social Media in Travel, June 2010

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“Planning and review sites are still on the rise… Despite widespread stagnancy even among nontransactional websites, planning and reviews websites bucked the trend by attracting more visitors in 2010.”

-PhoCusWright, Online Traffic and Conversion Report 2nd ed., February 2011

…and it’s still growing

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3%

16%

81%

Not important (1-3)

Neutral (4-6)

Important (7-10)

A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”

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How important are user reviews to you when determining which hotel to stay at?

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21%

30%

49% Disagree (1-3)

Neutral (4-6)

Agree (7-10)

A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”

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I won’t book a property unless it has reviews.

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1 2 3 4 5

9% 8%11%

27%

45%

Percentage of all ratings, October 2010

Average score is 3.90

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TripAdvisor reviews are largely positive

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Introducing your new

Management Center!

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http://www.tripadvisor.co.uk/Owners

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Re-organized and streamlined

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All the familiar tools, just easier to find

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TripAdvisor for Business Blog

• Accessible on Management Center

• Content− Videos

− Tip sheets

− How-to guides

− Webinar schedule

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• How to Market Your Property on TripAdvisor for Free

• Get More Reviews and Make the Most of Them

• The Power of Management Responses to Guests’ Reviews

• How to Earn TripAdvisor Awards and Promote Your Property

Videos

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• New Management Center Tools to Build Your Business

• Market Your Property for Free: Eight Easy Tips

• Responding to Traveler Reviews: Best Practices

• How to Earn TripAdvisor Awards & Promote Your Property

• Top 10 Reasons to Get a Business Listing

• Set up a Successful Special Order: Top 10 Tips

Tip sheets

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• How to Market Your Property on TripAdvisor for Free

• How to Respond to Traveler Reviews on TripAdvisor

• How to Make the Most of Photo Content & Management Tools on TripAdvisor

• How to Make a Great Promotional Video for Your Business

• How to Boost Direct Bookings with TripAdvisor Business Listings

• Much more!

How-to guides

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Taking a closer look at your listing

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How to encourage reviews

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Get notified of new reviews

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Details: Your opportunity to differentiate

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Photos & video – the more, the better

Primary photo

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Performance tracking

Benchmark against local competition

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Updating articles

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South Africa FORUMS:

Topics:19,660

Posts:118,929

90% of the forum

posts are responded to

in 24hrs!

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Management Responses

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7%

22%

71%Disagree (1-3)

Neutral (4-6)

Agree (7-10)

A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”

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Seeing a management response to reviewsis important to me.

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2%

19%

79%

Disagree (1-3)

Neutral (4-6)

Agree (7-10)

2%

20%

78%

Disagree (1-3)

Neutral (4-6)

Agree (7-10)

A management response toa bad review reassures me.

A management responseto a good review makesme think highly of the hotel.

A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”

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4%

28%

68%

Disagree (1-3)

Neutral (4-6)

Agree (7-10)

A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”

If I was considering two comparable properties, the presence of management responses on one would sway me in its favor.

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“People that lack taste and a life of their own should try to venture out into the real world instead of hiding behind a computer spewing meaningless factless verbiage.”

“Prove the date of your stay because such an incident has never been recorded in the archives of our Hotel. We regret that some customers spoil the time by writing negative comments for Hotels.”

But not this way…

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A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”

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An aggressive management response to a bad review makes the hotel look worse.

11%

29%

60%

Disagree (1-3)

Neutral (4-6)

Agree (7-10)

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“I like it that the Hotel management responds to posts here – says a lot about their focus on their customers.”-TripAdvisor member hazy-amersham

“I also like the fact that a management representative replies to some comments made by guests. This tells me that ‘Lennons on Chifley’ are a hotel that care about their guests and reputation and go to lengths to acknowledge and rectify issues. Well done.”-TripAdvisor member Rosli

“The manager of the hotel did respond, but it took him a month to do so. I appreciate the seemingly thorough response given, but I wish he’d done so in a more timely manner. I might have overcome my concerns about the safety of staying at his hotel and kept my reservation.” -TripAdvisor member OhioGirlScout

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Traveller feedback on management responses

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Get TripAdvisor to work for you:Keep customers on your site with the help

of TripAdvisor information

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Utilize your online marketing tools

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Add badges & widgets to your website

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The future is digital:Be a part of it!

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44% of U.S. travelers always or often

consult friends and family for travel advice

- TripAdvisor Survey

The wisdom of friends: Inspiration

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Hotel & travel search on the go

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Three powerful forces transforming travel

Real OpinionsRecent

Relevant to you

ContentAlways AvailableLocation BasedSocially Aware

MobileFriend Graph

SharingConsumption

Social

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Note to self:

1. Register with the new Management

Center today– FREE!

2. Upload photos and video to TripAdvisor

listing – FREE!

3. Use reminder tools to encourage guests to

write reviews – FREE!

4. Sign up for new review notification and

respond to select reviews – FREE!

5. Add TripAdvisor content to your website

with badges and widgets – FREE!

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How can we help?

• Phone− 1-866-322-5942

− 1-617-431-6424 (outside of the U.S.)

• URL− www.tripadvisor.com/Owners

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