Monday, October 26, 2015 How hoteliers can interact with TripAdvisor sites… and WIN ! Presented by Guillaume Thevenot, Hotel Trade Relations, EMEA

Thursday, April 20, 2023

How hoteliers can interact with TripAdvisor sites…

and WIN !

Presented by Guillaume Thevenot, Hotel Trade Relations, EMEA

2www.tripadvisor.com

● The largest travel information & research destination on the Web

● 32 million+ unique monthly visitors

● Over 15 million registered members

● Over 30 million unbiased reviews, opinions, and recommendations from real travelers

● 21 reviews and opinions submitted every minute of every day

● Goal: every piece of travel information anywhere– 70,000+ cities

– 450,000+ hotels

– 90,000+ attractions

– 551,000+ restaurants

– 2,000,000+ traveler photos of 100,000+ hotels


TripAdvisor reviews are largely positiveAverage Score is 3.85


The Wisdom of crowds

In 2004, Surowiecki published The Wisdom of Crowds, in which he argued that in some circumstances, large groups exhibit more intelligence than smaller, more elite groups, and that collective intelligence shapes business, economies, societies and nations.


Four elements required to form a wise crowd

Not all crowds are wise. According to Surowiecki, these key criteria separate wise crowds from irrational ones:

● Diversity of opinion Each person should have private information even if it's just an eccentric interpretation of the known facts.

● Independence People's opinions aren't determined by the opinions of those around them.

● Decentralization People are able to specialize and draw on local knowledge.

● Aggregation Some mechanism exists for turning private judgments into a collective decision.


TripAdvisor Partnerships Team

● Recent addition to TripAdvisor (10th birthday this summer)

● Content distribution

● Content collection

● Hotel Relations– Added March 2009

– Pro-active communications with associations, trade organizations

– Owners’ Center resources

– Educational outreach

– Industry feedback to TripAdvisor management


Sharing best practices – associations, hotel groups, trade orgs.


Owner/manager newsletter

125,000 subscribers

Latest features for hoteliers

Best practices from fellow users


Every hotel has a link, at the bottom of every review page…



Owner’s Page for each hotel and Inn:

www.tripadvisor.com/owners

Everything they need to manage their TripAdvisor listing


To help us provide the most accurate information possible


Details can be updated and enhanced by hotel management


Missed Opportunities to optimize and differentiate


Hotel-supplied Photos and Videos

● Unlimited photos by hotel -- Announced March 1, 2010 in newsletter– Easily uploaded via Owners’ Center

– Identified as hotel-supplied images

– Hotel chooses which is main photo on listing page

● Unlimited videos by hotel– Easily uploaded via Owners’ Center

– Six tags per video enhance searchability



Automated email notification of new reviews


Guest satisfaction analytics


Analyze most recent reviews at a glance, and respond



Thank the best, explain the worst

Example: Sofitel, Paris


Most efficient communications methods




Constant vigilance

●Fraud detection and enforcement–Very aggressive team

●Screening–Automated fraud detection –Constantly evolving, learning–Absolutely confidential

●Community, by nature, self-policing


The following actions may be considered fraudulent:

● Attempts by an owner (or agents working on behalf of the ownership of a property) to boost the reputation of a property by:

● Writing a review for their own property

● Asking friends or relatives to write positive reviews

● Submitting a review on behalf of a guest

● Copying comment cards and submitting them as reviews

● Pressuring a TripAdvisor member to remove a negative review

● Offering incentives such as discounts, upgrades, or any special treatment in exchange for reviews

● Hiring an optimization company, third party marketing organization, or anyone to submit false reviews

● Impersonating a competitor or a guest in any way



Official Star Rating– Hotel Class, and Traveller Rating


TripAdvisor adoption of official star ratings

● Requires and automated feed of the following information– Hotel name

– Contact information

• Management contact

• Phone

• Email

– Street address, including postal code

● Other information that would be valuable in ensuring accurate alignment of a hotel with the hotels in our database, but not absolutely essential

– Latitude and longitude (for Google mapping)

– Hotel details – amenities, size, etc.

● Periodic updates, automatically sent



Search with or without confirmed availability


Guests are one click away– hotels competing with OTAs partners thanks to BUSINESS LISTINGS


Market to:

In-Market Customers: Users who are interested in the specific destination, and have navigated to your property page.

- Incremental Customers: Unlike Brand Term searchers, these users are adding value as guests and not cannibalizing bookings.

- URL, Email and Telephone number are displayed to a desirable and engaged audience within an environment of rich, contextual content!

- Capped fee, Unlimited clicks and calls: Sell your property directly to guests and reduce your costs

TripAdvisor Business Listings offers a Unique Advertising Opportunity


Feature Benefit

• Fixed Cost • Pay for an annual listing, gain traffic through the year – limited cost and unlimited bookings

• Incremental Bookings • Brand loyal customer using paid search may be a channel agnostic customer.

• Branded site is platform for future channel loyalty.

• Channel acquisition cost • Bookings at a lower cost of acquisition relative to alternative channels

• Cancel at any time • This is a risk free investment. If your placement is not working for you, cancel and get a pro-rata refund.

• Quality of referral traffic on search engines varies based on source, distribution etc.

• TripAdvisor attracts viable demographics of in-market travelers interested in your content

Value Proposition


Business Listing of a hotel in Spain went live on January the 12th; Generated 492 visits in 22 days

492 Visits; 4.88% Conversion; 6,527 Euros – A winner placement!!

Testimonial


Pricing and Special Promo offer for the association

Register on Business Listings and save 15% on purchase – Limited offer EXPIRED UNTIL 7th MAY 2010

USE the COUPON CODE: *****

€ 220

€ 385

€ 550

€ 1,100

€ 2,200

€ 3,850

€ 5,500


Hotels can adduser generated contentto their own pages

Third-party opinionadds confidence

● 20,000 hoteliers feature our reviews on their sites

● 7,000 badges and widgets distributed in Europe


Major hotel brands displaying TripAdvisor content

● Club Med

● Maritim

● World Hotels

● Pullman – sending post-trip emails



Widgets and Badges:User recommendationson your own pages


Thank you!

Documents

Monday, October 26, 2015 How hoteliers can interact with TripAdvisor sites… and WIN ! Presented by Guillaume Thevenot, Hotel Trade Relations, EMEA