Review sites, managing your online presence and why the travel industry should care. By MyTravelResearch.com: Bronwyn White

Review sitesTime to be proactive• Passionate topic, continued source of debate

– We are constantly asked– Amongst discussion in Linkedin groups

• Research shows, regardless of opinion, customers do take online reviews into consideration when they are planning travel– We probably need to start taking our heads out of the sand…

• ACCC taking action– Principle 1—Be transparent about commercial relationships– Principle 2—Do not post or publish misleading reviews:– Principle 3—The omission or editing of reviews may be misleading

Take control of your brand

“Your online identity is determined not only by what you post, but also by what others post

about you — whether a mention in a blog post, a photo tag or a reply to a public status

update,” - Google

• We don’t have the choice any more in whether or not we manager our online reputation or ‘engage’ with Tripadvisor with the proliferation of review sites

WHY YOU SHOULD CARE

Why you should careThe latest stats

“Despite widespread suspicions on the part of travel professionals that user review websites are peppered

with fakery and fiction, such sites are growing in popularity and influence among consumers”

Travel Weekly Consumer Trends Survey, July 1013

Travel Weekly Consumer Trends Survey, June 2013 (USA), Consumer Trends 2013: Strong growth for review websites http://www.travelweekly.com/Travel-News/Online-Travel/Doubts-not-diminishing-user-review-sites-growth/

As businesses / destinations, we can argue about whether or not to take notice, but it is not about us…

Travel Weekly Consumer Trends Survey, June 2013 (USA)

Like it or not, 97% of those who consult review sites

while planning their travel are swayed by user reviews to some

degree

…From influence to trust

Tripadvisor presentation. Source: Nielson “Consumer trust in online, social and mobile advertising grows” April 2012

More interesting insight…

• Users of review sites, tend to both earn more and spend more on travel

• Reviews have a far greater influence on hotel bookings than airlines, cruises, car rentals

• The rise in the use of travel review sites, coincides with an increase in activity on general-use social media sites in general– People are increasing usage and

membership of social media sites

Travel Weekly Consumer Trends Survey, June 2013 (USA), Consumer Trends 2013: Strong growth for review websites http://www.travelweekly.com/Travel-News/Online-Travel/Doubts-not-diminishing-user-review-sites-growth/

Time to give review sites ‘ a big hug ‘The big brands are…

“ …You have to be honest with yourself, that’s number one. And for someone to have taken the time (to review), …that’s important…

“Guests have the right to make a comment, and you need to understand that it is our responsibility to look at these sites and these comments and get back to the people.

If there is any issue positive or negative you should take that time to reply”.

Ken Minnikin, Head of Marketing, Mantra Group

http://www.mytravelresearch.com/how-the-mantra-group-increases-occupancy-rates-visitation-levels-and-customer-satisfaction/

“WHERE DO I START”We hear it a lot

How to manage your online reputation

1. Manage your online reputation – find out what they are saying:– Do a search on your own business / region / destination– Google alerts– Look through directories– Social media– Tripadvisor

How to manage your online reputation

2. Claim / add your business– On as many business directories as possible– Upload logos and fantastic photo’s (save photo’s as keywords)– Correct name address phone– Keyword rich description – but use natural language / how you would talk– Ensure business is listed in the correct categories– More credible for search engines– Give trust in your online presence– More traction in search results

How to manage your online reputation

3. Ask your customers to write reviews and continue to engage:– Ask them to Check in:

• 4 square• Facebook

– Keep the conversation going on social media– Involve them in decisions, the future– Make a commitment to manage the channels and your online presence and

reputation:• Social media• Comments• Posts• reviews

How to manage reviewsWhy should we reply?

• By not replying or acknowledging reviews…you are telling your customers you don’t care

• It is also good for business. Cornell’s School of Hotel Administration concluded in research that a 10% change in review grades may result in well over a 10% swing in the revenue a hotelier takes in per room

• Implementing risk management for the potential buyer – they are more likely to gauge if their expectations will be met if they can read reviews

Consumer Trends 2013: Strong growth for review websites http://www.travelweekly.com/Travel-News/Online-Travel/Doubts-not-diminishing-user-review-sites-growth/

“…it is not just the review, but the response from the hotel’s management to reviews that help inform a guest’s booking decision” Melissa Pogue, Starwood

How to manage reviewsNegative reviews

• Always respond. By not responding, you are saying you don’t care and validating the poor review

• Respond as though you are aware and care about what is being said about you online• Respond positively (not negative)

– A negative response can be perceived as though you are starting an argument– By being negative, you are validating the reviewers negative experience– By being positive you are portraying that the problem potentially resides with the

customer, not your business• Take responsibility• Offer to take the complaint offline• Best possible case would be for the customer to respond to your service recovery response

online

http://www.mytravelresearch.com/how-the-mantra-group-increases-occupancy-rates-visitation-levels-and-customer-satisfaction/

“take the emotion out of it because you can go too far defending yourself. Just try and understand what the particular issue is.”

Ken Minnikin, Head of Marketing, Mantra Group

How to replyPositive reviews

• Respond, you are paying attention to the conversation• Looks like you are aware and you care• Reply with gratitude• Showing engagement with your customer only reinforces positive brand attributes

TRIPADVISORProfile of the Tripadvisor reviewer – Asia Pacific

Research, complements of Tripadvisor

Research, complements of Tripadvisor

Tripadvisor user profile

Audience: Asia, South East Asia, Oceania & Subcontinent

Research, complements of Tripadvisor

Research, complements of Tripadvisor

Review sites

• Are here to stay• Do influence decision making• Play an important part in building your brand and building your ever expanding

online presence