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By Mark Preston: Learn all of the best practices from TripAdvisor, the World's largest travel site. Learn how to increase booking traffic to your property site, as well as, how to enhance your website using free TripAdvisor tools. Discover how to maintain a positive online reputation and appropriate ways to respond to guest reviews. Lastly, hear about implementing strategies to help gain more reviews on TripAdvisor.
Citation preview
Making Social Media Work for You Presented by
Mark Preston, Northeast Sales Manager, DMO
Getting the Most of TripAdvisor and Your Online Presence
User Reviews Can Impact Your Bottom Line
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Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.
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User reviews can impact your bottom line
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Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.
user contributions every minute businesses listed,
including 1.1+ million accommodations
million
Unique monthly visitors* million
6
candid traveler photos million
*Source: ComScores, worldwide data, January 2013
TripAdvisor Booking.com
Expedia
Priceline
Orbitz
Travelocity
Unique monthly users (millions)
Source: comScore, July 2012
Europe
41% North America
28%
LATAM
6%
Middle East & Africa
5%
APAC
16%
World’s largest travel site
• Find and contact hotels; find and reserve restaurants; find and book attractions and tours; find flights
• 80 City Guides available off network • Write reviews & participate in travel forums
Mobile: Powerful extension of TripAdvisor platform
(1) Includes TripAdvisor, City Guides, and SeatGuru apps (2) Monthly unique users on mobile devices according to TripAdvisor log files
20
31m+
45m+
languages available
mobile app Downloads(1)
monthly unique users(2)
8
user contributions every day businesses listed, including
196 accommodations
thousand
Monthly Pageviews* thousand
11
candid traveler photos thousand
*Source: TripAdvisor Internal data, May 2013
What does this mean for the Poconos Region?
MORE THAN HALF say they write hotel reviews because they feel like they are a part of the TripAdvisor travel social community.
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
Key Finding: Properties with stronger reputations across all channels perform better overall
Key Finding: Guests are visiting TripAdvisor more frequently prior to booking
Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.
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TripAdvisor Management Center
ONLY 1 OF 4 OF HOTELIERS ARE TAKING ADVANTAGE OF THIS IMPORTANT TOOL
Source: TripAdvisor 16
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
Reviews influence traveler decisions
18 18
of travelers usually or always reference
TripAdvisor hotel reviews before making their
selection
81% of travelers say they will not book a hotel
that doesn’t have any reviews
53%
TripAdvisor reviews are largely positive
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Source: TripAdvisor. Percentage of all ratings, December 2012
48%
29%
12%
6%
6%
Average Review Score:
4.08
Average reviews of the Poconos on TripAdvisor
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Source: TripAdvisor. Poconos Mountain Region ratings, April 2013
19%
35%
30%
12%
4% Average Review Score:
3.70
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ONLY
5% of travelers say they focus more on negative reviews to check for hotels/pitfalls to avoid
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
How important is it to you that your staff monitors and responds to online user review sites, like TripAdvisor?
Source: Hotel Management Voice of the GM Annual Survey, 2012 23
of hotel general managers surveyed said it is ‘important’ or ‘very important’
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90%
Source: Hotel Management Voice of the GM Annual Survey, 2012
“I get the review alert every day, even if I’m on holiday. It’s an additional pair of ears and eyes for me. The main purpose of success is really, what does the customer think of us? At the end of the day, how do they rate us? And when we see how highly we ranked, that’s a great sort of endorsement to my team. ”
Richard Hatter, General Manager, Hotel ICON
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of travelers say they write reviews because they want to share a good experience with others
74%
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
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Review Express Upload visitor emails and send out a customized message requesting a TripAdvisor review.
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
TripAdvisor Management Response Growth: 2003-2012
1 out of every 4 new reviews in 2012 received a
Management Response
Management Responses more than doubled year-over-
year from 2011-2012
Source: Internal TripAdvisor data
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Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
Reviews influence traveler decisions
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of respondents say an appropriate management response to a bad review improves my impression
of the hotel.
84% of respondents say seeing
a hotel management response to reviews
makes me believe that it cares more about its
guests.
78%
“We have started responding to reviews. Originally we didn’t do that, but one of my guests pointed out to me that if you do respond, not only is it nice for the guest to see you’ve responded to them, but it allows other people to see there’s a person behind the business, rather than just a blank website. It shows that you care and appreciate the reviews.” Sue Thompson, Owner, Six Brunton Place Guest House
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Source: TripAdvisor, 2013
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Properties with at least one video have
about 29 percent more engagement
than properties without a video
Properties with 30 or more photos have
46% more engagement than hotels with ten or
fewer photos
67% of respondents say they look at traveler-submitted photos to help them make hotel choices
Source: TripAdvisor, 2013 38
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“If you’ve got good photography, why wouldn’t you put it up there? What I think is important for us is to have photography that really reflects what you’ve got in the hotel, and we’ve got a lot of people who say to us, your photographs are actually what the hotel is like, rather than this wonderful hotel of the best room in the hotel that very few people are going to be able to access.”
Robert Nadler, CEO, base2stay
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 43
Highlight your own properties green practices
and get recognized for it!
Become a Green Leader Visit: www.TripAdvisor.com/GreenLeaders to learn more!
Source: "TripAdvisor Member Survey, October 2012 44
Get additional exposure
• Direct contact details on your TripAdvisor property page
• Special Offers – attract additional guests
• Announcements – highlight your property
• Slideshow – show off your property
• Exclusive additional features in the Management Dashboard
• Show your Special Offer on TripAdvisor mobile site*
*at an additional cost 46
TripAdvisor Resources • Management Center URL
– www.TripAdvisor.com/owners
• Blog – www.tripadvisor4biz.wordpress.com
• Business Listings
– www.TripAdvisor.com/BusinessListings – Call 1-866-322-5942 (toll-free within US). Agents are available
Monday through Friday, 9:30 to 5:00 EST.
• Contact Information – Mark Preston, (p) 617-795-7951 – [email protected]
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