the importance of being easily found and booked online · 2019-04-18 · tripadvisor, inc. operates...
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The Importance of Being Easily Found and Booked Online
Sila Cameselle, Senior Regional Manager for TripAdvisor Experiences
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Agenda
TripAdvisor Overview
Online Reputation Management
Steps to Managing your Online Reputation
Working with TripAdvisor Experiences
New Management Centre
Questions2
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TripAdvisor Overview
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About TripAdvisorTripAdvisor is the world’s largest travel site*
490Maverage unique
monthly visitors **
49Markets
Worldwide
730MReviews and
Opinions
8.1MAccommodations,
Restaurants and Attractions
*Source: Jumpshot for TripAdvisor Sites, worldwide, September 2018
**Source: TripAdvisor log files, Feb 2018
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The World’s Most Downloaded Travel Apps490 Million Downloads
Source: TripAdvisor log files, Q3 2018
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TripAdvisor Media GroupTripAdvisor, Inc. operates websites under 21 other travel media brands
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Online Reputation Management 101
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Research Begins Online
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~ 80% of people go to the
internet first when
looking for
information
Source: The Connected Consumer Survey 2014 / 2015, “How digitally-savvy are people?”
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Smartphones are the #1 travel essential globally
Source: TripBarometer, October 2015
75% of global travellers
will not leave
home without their
smartphones
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The Challenge: A Business’ Online Reputation is Created by the Perceptionsof Others
Business Reputation
Review Sites
Blog Posts
Social Media
OTA Sites
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A Snapshot of a Business’Online Reputation
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The Most Influential Channels on Travel Decisions
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The Power of Reviews
85% of travellers will “usually” or “always” reference TripAdvisor reviews before booking a restaurant
will “usually” or “always” reference TripAdvisor reviews before deciding on the attraction to visit
Source: 2015 ‘Custom Survey Research Engagement’ conducted by Phocuswright on behalf of TripAdvisor.
85% of travellers will ”usually” or “always” reference TripAdvisor reviews before booking a restaurant
will “usually” or “always” reference TripAdvisor reviews before deciding on an attraction to visit79%
96% of travellers consider reviewsimportant when planning & booking hotels
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Understanding the Motivation to Share
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Of TripAdvisor users
reported that they wrote a
review in the past year
because they wanted to
share a good experience
with travellers
73% 70% 4 out of 5Of TripAdvisor users wrote
a review in the past year
because they received
good advice from reviews
and wanted to give back to
the community
Is the average bubble rating
on TripAdvisor
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The drive to share positive experiences far outweighs that of negative or average experiences
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Understanding the Motivation to Share
Restaurants 93% 3% 4%
Local Attractions and Destination Activities 91% 5% 4%
Hotels 84% 7% 9%
Airlines 84% 9% 7%
Home or Apartment Rentals 80% 16% 4%
Car Rental Companies 72% 15% 13%
Source: Phocuswright’s U.S. traveller Technology Survey 2015
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Working with TripAdvisor Experiences
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WHY LIST WITH US?
Attract more customers
Easy online management
Boost your sales
Get expert resources
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Millions use TripAdvisor & Viator every month
Monthly visitors
490M+
App downloads
490M+
Travel activities & experiences listings
1M+
Reviews & opinions
730M+
Bookable experiences
200K+
Global websites
+20
*Q4 2018 figures
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Reach even more travelers through our partner network
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Travel Sites
Hotels
Travel Agents
Loyalty/
Redemption
Technology
Partners
Airlines
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A NEWMANAGEMENT
CENTER
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Simply Log On and Create an Account
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Optimized for each type of product
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New Mobile ExperienceCheck your bookings on the go
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New Mobile ExperienceReach your travelers in real-time
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Collect Reviews from the Management Centre
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Booking Summary Reports – monthly booking value
Reports
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Traveller Demographics Report
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Cancellation Reports – 90 day value lost
Reports
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Top 10 Tips to Reach More Travellers with TripAdvisor Experiences
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Top 10 Tips to Reach More Travelers
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● Last-minute Bookability: >12h could increase bookings by 16%
● Schedules & Availability: keep your schedules current
● Reviews: collect and respond
● Pricing: what is your competitor doing?
● Languages you offer: guide, audioguide, written
● Photos: 6+ high quality photos
● Tour/Activity Details: up to date information
● Product Titles: short and factual
● Instant Confirmation: better traveler experience
● Log in Often! Read our monthly newsletters and visit our our blog
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BRING
YOUR
EXPERIENCES
TO
THE
WORLD
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