Upload
others
View
4
Download
0
Embed Size (px)
Citation preview
TRAVEL TRENDS AND
REPUTATION MANAGEMENT
Mark Preston
Sr. Destination Marketing Manager
World’s largest
travel siteWorld’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 49 Countries
& 28 Languages
TripAdvisor Owned & Operated Sites
The New Additions
+
Traveler Life Cycle
Awareness
Not planning…
but open to inspiration
Consideration
Starting
the process
Comparison
Short list of
hotels
Booking
Flight -> Hotel
Experience
Actively
on vacation
Advocate
Reviews,
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 thinking
about next trip!
user contributions
every minute
unique monthly visitors*
million
reviews and opinions
million*Source: Google Analytics, average monthly unique users, November 2016
TripAdvisor members
million NE
AR
LY
NEW YORKWHY IS THIS IMPORTANT TO ASHEVILLE?
Asheville on TripAdvisor
o REVIEWS: 216,500+ reviews &
opinions
Asheville Traffic on TripAdvisor:
o Unique Users – 3.5 million
o Page Views – 13 million
Top 5 International
Markets
o United Kingdom
o Canada
o Germany
o Australia
o India
Top 5 State
Markets
o Georgia
o Florida
o South Carolina
o Tennessee
o Virginia
REPUTATION MANAGEMENT
TAKE CONTROL
www.tripadvisor.com/Owners
Step 1Search for and find your property.
Step 2
Fill in details and sign in.
Register in TripAdvisor Management Center
EMBRACE FEEDBACK
Source: Independent PhoCusWright study “Custom Survey Research Engagement”, September 2015
Management responses influence traveler decisions
13
of respondents say an
appropriate management
response to a bad review
improves my impression of
the hotel.
85% of respondents say seeing a
hotel management response
to reviews makes me
believe that it cares more
about its guests.
80%
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.
TripAdvisor reviews are largely positive
Source: TripAdvisor. Percentage of all ratings, January 2014
48%
30%
12%
5%
5%
Average Review Score:
4.12
Asheville Average Reviews on TripAdvisor
Source: TripAdvisor. Percentage of all ratings from 2014- 2016
Average Accommodation
Review Score:
4.29 up .05
Average Attraction
Review Score:
4.64 up .00
Average Restaurant
Review Score:
4.38 up .04
Overall Review Score:
4.44 up .04
Key factors that influence your popularity
QUALITYRECENT REVIEWSQUANTITY
ENCOURAGE FEEDBACK
Source: comScore July 2015
Increasing the number of recent reviews using
Review Express Easier than ever to ask guests to write a review on TripAdvisor
o Engage with guests
after they have stayed
to encourage valuable
feedback for your
business
o Use customizable
templates to easily
email recent guests
o Use campaign
dashboard to monitor
incoming reviews and
optimize campaigns
o It’s FREE!
Review Performance Report
20
Property Snapshot
• Ratings
• Rankings
• Review, photo
and top
comments
activity
Key metrics to measure day-
to-day performance
Management Response Status Notification
• Status updates:
– Yes:
Management
Response
written and
published
– No: No
management
response
– Rejected:
Management
Response
written but
SPEAK UP
Management Responses: Best Practices
1. Sign up for review notification emails
2. Read our guidelines
3. Respond promptly
4. Say “thank you”
5. Be original in reply
6. Highlight positives
7. Address specific complaints
8. Be polite and professional
Management Responses: What to do
Management Responses: What NOT to do
1. The Just Plain Rude Response
Management Responses: What NOT to do
2. The Blame Reversal Response
Management Responses: What NOT to do
3. The I’m Sorry but Not Really
Management Responses: What NOT to do
4. The Kill Them With Irony
Management Responses: What NOT to do
5. The Just Plain Absurd
Management Responses: Best Practices
1. Sign up for review notification emails
2. Read our guidelines
3. Respond promptly
4. Say “thank you”
5. Be original in reply
6. Highlight positives
7. Address specific complaints
8. Be polite and professional
PAINT YOUR PICTURE
SING YOUR PRAISES
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
unique domains feature TripAdvisor widgets on their site105,000
people view TripAdvisor content on sites
other than TripAdvisor each month
1 Billion
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
TripAdvisor Insights
www.TripAdvisor.com/TripAdvisorInsights
4
3
THANK YOU
Mark Preston
Sr. Destination Marketing
Manager
781-800-5311
Thank you.