ROD LARMANMARKETING MANAGER

@TheGroveHotel

THE GROVE | LONDON’S COUNTRY ESTATE

BUSINESS CATEGORIES

• HOTEL• MEETINGS & EVENTS• WEDDINGS & SPECIAL OCCASIONS• GOLF• SPA• RESTAURANTS

TARGET AUDIENCE

• COUPLES• FAMILES• INDIVIDUALS• CORPORATE

FROM 2003 TO TODAY...

THE GROVE - SEPTEMBER 2003

• LOTS OF AWARDS• SOCIAL MEDIA WAS IN ITS EARLY DAYS• BRANDS COULD DOMINATE OPINION• UGC SITES LIKE TRIPADVISOR WERE SEEN AS A WAY TOATTACK

THE GROVE - TODAY

• SOCIAL MEDIA IS FRONT OF MIND• BRANDS NO LONGER HAVE CONTROL• PEOPLE ARE TALKING ABOUT YOU, SHARING EXPERIENCES• PEOPLE USE SOCIAL MEDIA TO MAKE INFORMED DECISIONS

TRIPADVISOR

• 260 million unique monthly visitors• 125 million reviews and opinions • 3.1 million accommodations, restaurants and attractions• 17 million traveller photos• 80 new contributions are posted every minute• 69 million people have downloaded the TripAdvisor app (28/min)

THE WORLD’S MOST INFLUENTIAL TRAVEL SITE

WORKING WITH TRIPADVISOR

IT CAN NOT BE IGNORED!

• Engaged Management Centre• Invested in a TripAdvisor Business Listing• Respond to all reviews• Promote TripAdvisor logo across all collateral• Integrated with Facebook• Add Rave Review widget• Proactively seek new reviews

REVIEW EXPRESS

ONE OF FREE MARKETING TOOLS ON TRIPADVISOR

• COLLECT GUEST DATA• SEGMENTATION• SET UP TEMPLATE• CUSTOMISE• TIMING

76.8%

80.2%

83.9%

90.2%

2009 2010 2011 2012 2013

600

400

200

0

Vol.

92.3%

25 40

86

156

530

REVIEW EXPRESS

POPULARITY INDEX

62%2012

80%2014

1% increase in online reputation led to a 0.89% increase in Average Daily Rate (ADR)Cornell University

THE GOOD & THE BAD!

THE GOOD

• USER GENERATED CONTENT• BALANCED OPINION• FREE FEEDBACK• GREATER POSITIVITY • EXTREME REVIEWS CAN BE REMOVED

THE BAD

• RESPONDING CAN BE TIME CONSUMING• NO DIRECT CONTACT WITH TRIPADVISOR• SCORES TAKE TIME TO ADJUST• OPEN TO ABUSE, NO IDENTITY

GOOD FOR BUSINESS?

HOW IT HAS HELPED THE GROVE...

• DIFFICULT TO MEASURE DIRECT REVENUE• GUEST ENGAGEMENT, ALL FEEDBACK WELCOMED• REVIEWS SHARED INTERNALLY • NEGATIVE REVIEWS IN DECLINE• THE GROVE’S REPUTATION HAS IMPROVED• SCORE IN-LINE WITH COMPETITORS

...STILL MORE TO BE DONE!

ADVICE TO WORKING WITH TRIPADVISOR

• DON’T EXPECT A PERSONAL SERVICE• CONSIDER IF BUSINESS LISTING IS RIGHT FOR YOU• INTEGRATE ACROSS ALL COMMUNICATIONS• TREAT IT NORMALLY• USE REVIEW EXPRESS• CHALLENGE UNFAIR REVIEWS

Most of your guests will have had a good time, if they didn’t, you should be out of business!

Tak!T: +44 (0)1923 296038 | E: rod.larman@thegrove.co.uk

@TheGroveHotel

WWW.THEGROVE.CO.UK