tripadvisor 2014 fall meeting presentation
TRANSCRIPT
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National Parks Hospitality AssociationFall Meeting
Mark PrestonNortheast Sales Manager, Destination Marketing
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World’s largest travel site
World’s best travel planning resource
MissionHelp travelers around the world plan and have the
perfect trip on any budget
Trusted advice from real travelers
Our Content
In 45 Countries & 28 Languages
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user contributions every minute
unique monthly visitors*million
reviews and opinionsmillion*Source: Google Analytics, average monthly unique users, Q2 2014; does not include traffic to daodao.com
TripAdvisor membersmillion N
EA
RLY
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More than 80% feelTripAdvisor 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.
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Traveler Life Cycle
Awareness
Not planning…but open to inspiration
ConsiderationStarting
the process
ComparisonShort list of
hotels
BookingFlight -> Hotel
ExperienceActively
on vacation
AdvocateReviews, Facebook, WoM
Week -20+“Not Yet Ready”
Week -16: • 5 Destinations• 0 Hotels
Week -12: • 3 Destinations• 6 Hotels
Week -4:• 1 Destination• 15 Hotels
Window for competitive DMO
marketing now closed
Week 0 • Booked
Book Additional Activities• Restaurants
• Attractions• Tours, etc.
Already thinkingabout next trip!
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TripAdvisor: Strong and growing audience
Source: TripAdvisor log files. Downloads include TripAdvisor, City Guides, Jetsetter, Gate Guru and City Guru appsTraffic includes tablet and phone
128M+app downloads
82city guides
22languages
In Q2 2014, TripAdvisor averaged more than140 million unique monthly visitors on mobile
Nearly
50%of total traffic
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United States on TripAdvisorUnited States Content on TripAdvisor:
o 1,777,402 Hotels & Accommodations Listed
o 51,279 Things to Do Listed
o 668,440 Restaurants Listed
o 13,436,414 Forum Posts on US Content
o 1.7 Million Topics/ Avg of 8 Posts per Topic
United States Traffic on TripAdvisor (last 12 months):
o Unique Users – 1.16 Billion
o Page Views – 4.7 Billion
Top 5 International Markets
o Canada
o United Kingdom
o Australia
o Japan
o Brazil
Top 5 State Markets
o California
o Florida
o New York
o Texas
o Illinois
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REPUTATION MANAGEMENT
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TAKE CONTROL
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Do Online Reviews Impact Booking?
of global travelers say their booking decisions are
impacted by online reviews
of global hotels say reviews are important
for bookings
93% 96%
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.
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TripAdvisor Management Center
ONLY 1 OF 4 OF HOTELIERS ARE TAKING ADVANTAGE OF THIS IMPORTANT TOOL
Source: TripAdvisor internal data
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www.tripadvisor.com/Ownerswww.tripadvisor.com.mx/Owners
Step 1Search for and find your property.
Step 2Fill in details and sign in.
Register in TripAdvisor Management Center
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EMBRACE FEEDBACK
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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
– Terrible (rating of 1) reviews decrease by more than half– Excellent reviews grow by half
• 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.
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TripAdvisor reviews are largely positive
Source: TripAdvisor. Percentage of all ratings, January 2014
48%
30%
12%
5%
5%
Average Review Score:
4.12
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Key factors that influence your popularity
QUALITYRECENT REVIEWSQUANTITY
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ENCOURAGE FEEDBACK
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unique domains feature TripAdvisor widgets on their site105,000
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people view TripAdvisor content on sites other than TripAdvisor each month
500 million
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Review ExpressEasier than ever to ask guests to write a review on TripAdvisor!
• Engage with guests after they have stayed to encourage valuable feedback for your business
• Use customizable templates to easily email recent guests
• Use campaign dashboard to monitor incoming reviews and optimize campaigns
• It’s FREE!
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Review Express Dashboard
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properties have used Review Express to date
47,000+
33%increase in reviews overall after using Review Express regularly
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• New property located in Edinburgh, UK
• Started using automated Review Express a few months ago
• “Went from 1 review a month to 3-4 per week”
• Thistle Residence’s popularity on TripAdvisor has been on the rise
Review Express Case Study: Thistle Residence, Quartermile Apartments
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SPEAK UP
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Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013
Management Responses influence traveler decisions
of respondents say an appropriate management response to a bad review
improves my impression of the hotel.
87% of respondents say seeing a
hotel management response to reviews makes
me believe that it cares more about its guests.
77%
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Track performance with Review Metrix
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Track performance with Review Metrix
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Property Snapshot
• Ratings• Rankings• Review, photo
and top comments activity
Key metrics to measure day-to-day performance
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Management Response Status Notification
• Status updates:– Yes:
Management Response written and published
– No: No management response
– Rejected: Management Response written but
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Management Responses: Best Practices
1. Sign up for review notification emails2. Read our guidelines3. Respond promptly4. Say “thank you” 5. Be original in reply6. Highlight positives7. Address specific complaints8. Be polite and professional
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Management Responses: What Not to do
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PAINT YOUR PICTURE
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73% of TripAdvisorusers use photos
from other travelers to help them make a
decision
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013
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Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013
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SING YOUR PRAISES
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How to promote your awards
• Add the emblem to your website
• Display your award on your property
• Issue a press release• Contact your local media• Post your award on
Facebook and other social media outlets
• Celebrate with past guests
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of TripAdvisor members
surveyed say they are more likely to use a business
with a TripAdvisor endorsement on
display
75%
Order your TripAdvisor sticker
Visit your Management Center’s “Free marketing tools” section
Source: "TripAdvisor Member Survey, October 2012
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TripAdvisor Insightswww.TripAdvisor.com/TripAdvisorInsights
39
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Register with the Management Center
Encourage reviewsInclude a description of hotel and amenities
Get notified of reviews and track reviews
Write a management response
Add photos and videos
Add a widget from the Widget Center
Encourage reviews
1
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4
5
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TripAdvisor Tips
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THANK YOU
Mark Preston DMO Northeast Sales
Manager617-795-7951
Thank you.