The world’s largest travel site 50 Million Reasons to Get Involved Making the Most of Your...
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The world’s largest travel site 50 Million Reasons to Get Involved Making the Most of Your TripAdvisor ® Presence Séverine Philardeau, Vice-President Partnerships
The worlds largest travel site 50 Million Reasons to Get
Involved Making the Most of Your TripAdvisor Presence Sverine
Philardeau, Vice-President Partnerships Sue Worth, Customer Care
Manager EMEA Best Western Hotels GB conference 23 January 2012
Slide 2
The worlds largest travel site A commissioned survey conducted
by Forrester Consulting on behalf of TripAdvisor, 2010 Q4
Forrester/TripAdvisor Custom Online Survey 2 How important are user
reviews to you when determining which hotel to stay at? I wont book
a property unless it has reviews Reviews are important to
guests
Slide 3
The worlds largest travel site Travel review Web sites and
hotel reviews on online travel agencies (OTAs) are among the most
influential forces most frequently cited by travellers when
shopping. OTA shoppers who visit hotel review pages in OTAs are
twice as likely to convert Source: PhoCusWright, Social Media in
Travel, June 2010 Reviews increase conversion
Slide 4
The worlds largest travel site 4 TripAdvisor is the single
biggest social media platform used in holiday planning, with of UK
holiday makers using the site in some way or other. TripAdvisor is
the single biggest social media platform used in holiday planning,
with of UK holiday makers using the site in some way or other. 50%
Conrad Advertising survey "Mapping the Travel Mind: The Influence
of Social Media. September 2011
Slide 5
The worlds largest travel site Source: comScore, August 2011
Europe 19.2m North America 16m LATAM 3m APAC 10.2m Middle East
& Africa 2.6m Worlds largest travel site with 50M+ unique users
a month
Slide 6
The worlds largest travel site TripAdvisor reviews are largely
positive Average score is 3.90
Slide 7
The worlds largest travel site Going social and mobile
Slide 8
The worlds largest travel site TripAdvisor and Best Western
8
Slide 9
The worlds largest travel site Partnership with Best Western
France Signed in April 2011 TripAdvisor reviews (and associated
management responses) have been integrated on bestwestern.fr
TripAdvisor and Best Western France are working in partnership to
collect reviews through co-branded post-trip emails Results:
Hoteliers are very engaged with the process Time spent by users on
the site is up 76%
Slide 10
The worlds largest travel site 10 Partnership with Best Western
International Signed in December 2011 Best Western will integrate
the latest TripAdvisor reviews on bestwestern.com Any other country
can join Reviews will be collected in partnership with TripAdvisor
through co-branded post-trip emails Integration planned towards end
of Q1
Slide 11
The worlds largest travel site Your TripAdvisor Management
Centre 11
Slide 12
The worlds largest travel site 12 Owner verification Introduced
in December 2011, in response to owners request for enhanced
security We could have done a better job communicating it to
hoteliers our apologies! Following feedback from Best Western in
general and your CEO in particular, we are looking at ways to make
this process easier
Slide 13
The worlds largest travel site Add/update photos and video Edit
property description/amenities Change property type/location Report
ownership change/duplicate listing
Slide 14
The worlds largest travel site Photos & video the more, the
better Photos provided by management
Slide 15
The worlds largest travel site Respond to a review Dispute a
review Get notified of reviews Encourage reviews with marketing
tools Track performance
Slide 16
The worlds largest travel site 16 Get notified of new
reviews
Slide 17
The worlds largest travel site Find the latest videos, tip
sheets, guides and much more!
Slide 18
The worlds largest travel site 18 Videos, tip sheets and how-to
guides
Slide 19
The worlds largest travel site Discover the benefits of
purchasing a Business Listing
Slide 20
The worlds largest travel site Business Listing: get more
direct customers TripAdvisor websiteTripAdvisor app
Slide 21
The worlds largest travel site Add widgets and links to your
hotel website
Slide 22
The worlds largest travel site TripAdvisor badges and widgets
Available through your Management Centre!
Slide 23
The worlds largest travel site FAQ Owners Forum Submit a help
request
Slide 24
The worlds largest travel site Management Responses 24
Slide 25
The worlds largest travel site A commissioned survey conducted
by Forrester Consulting on behalf of TripAdvisor, 2010 Q4
Forrester/TripAdvisor Custom Online Survey 25 Seeing a management
response to reviews is important to me If I was considering two
comparable properties, the presence of management responses on one
would sway me in its favor Management responses are important
Slide 26
The worlds largest travel site A management response to a bad
review reassures me A management response to a good review makes me
think highly of the hotel A commissioned survey conducted by
Forrester Consulting on behalf of TripAdvisor, 2010 Q4
Forrester/TripAdvisor Custom Online Survey 26 For good and bad
reviews
Slide 27
The worlds largest travel site A commissioned survey conducted
by Forrester Consulting on behalf of TripAdvisor, 2010 Q4
Forrester/TripAdvisor Custom Online Survey 27 BUT an aggressive
management response to a bad review makes the hotel look worse
Slide 28
The worlds largest travel site 28 Tips to write a great
management response Do : Respond quickly Be thankful Respect the
customers right to have their own opinion Respond to the issue /
show you care and want to address it Invite further feedback xDont
: Get lost in trivialities Use a standard response Try and market
Do : Respond quickly Be thankful Respect the customers right to
have their own opinion Respond to the issue / show you care and
want to address it Invite further feedback xDont : Get lost in
trivialities Use a standard response Try and market Respond when:
You genuinely need to make amends Theyre misstating the facts How
to respond: Listen Be honest Remain calm Show your personality: a
little humour is allowed, sign with your name
Slide 29
The worlds largest travel site 29 Example of a good management
response Respond quickly Be thankful Respond to the issue Invite
further feedback Show your personality Respond quickly Be thankful
Respond to the issue Invite further feedback Show your
personality
Slide 30
The worlds largest travel site Customer Care for Hotel Managers
30
Slide 31
The worlds largest travel site 31 New Global Customer Care team
New Customer Care director hired in April 2011 in the US New
Customer Care Manager EMEA joined in August 2011 in the UK Team
based in London and Oxford (with support from the US) Opening
times: Monday to Friday, 9 am to 6 pm Phone number: 0800 098 8460
or +44 203 318 5019 203 318 5019 Email address:
[email protected] 1 Start with your Management Centre to
access our self-service tools 2 If in doubt, contact the Customer
Care team 3 Some issues may need to be referred to our subject
matter experts (geographical location, suspicious activity,
technical issues) and may take longer to address 1 Start with your
Management Centre to access our self-service tools 2 If in doubt,
contact the Customer Care team 3 Some issues may need to be
referred to our subject matter experts (geographical location,
suspicious activity, technical issues) and may take longer to
address
Slide 32
The worlds largest travel site 32 Future plans Investing in new
technology to improve customer query management and phone access
Defining levels of premium support for specific hotel partners such
as Best Western Expanding the team to ensure maximum coverage of
languages and time zones Ensuring we have specialists on the team
who can respond to all key queries
Slide 33
The worlds largest travel site Case Studies 33
Slide 34
The worlds largest travel site Other hotel chains partnering
with TripAdvisor
Slide 35
The worlds largest travel site Also working with TripAdvisor to
collect reviews Benefits: Take control of the review process: the
more reviews, the more representative they will be of the actual
experience at the property More reviews = more visibility for your
property on TripAdvisor Hoteliers are more engaged in the process
and respond more to reviews, creating a better image Sample
partners
Slide 36
The worlds largest travel site Testimonials We see them staying
longer on our site. We have also seen that customers visiting
Expedia and other travel agency sites end up booking with us.
Jean-Luc Chrtien, Executive Vice President of Marketing &
Distribution Accor Hotels Weve been looking at conversion rates
over the last six months and have noticed reviews are extremely
influential on peoples decisions Gerard Tempest, Sales and
Marketing Director Premier Inn
Slide 37
The worlds largest travel site 37
Slide 38
The worlds largest travel site Note to self: 1.Join property
representatives and register with the new Management Centre today
FREE! 2.Upload photos and video to TripAdvisor listing FREE! 3.Use
reminder tools to encourage guests to write reviews FREE! 4.Sign up
for new review notification and respond to select reviews FREE!
5.Add TripAdvisor content to your website with badges and widgets
FREE! 6.Consider subscribing to Business Listings 38