Brand Reputation Management Presented by Meredith Dillon Midwest Sales Manager, Destination Marketing Getting the Most out of TripAdvisor and Your Online Presence
Brand Reputation Management
Presented by
Meredith Dillon
Midwest Sales Manager, Destination Marketing
Getting the Most out of TripAdvisor
and Your Online Presence
Inspiration > Planning > Travel > Review
260 Million
monthly visits
OVER
OVER
3.1 Million businesses listed in
134,000
destinations
125 Million reviews & opinions
80+ user
contributions every minute
2012
2011
2010
2008
2005
2000
75 Million
Reviews &
Opinions
Over 1.5 Million
Businesses Listed
50 Million Monthly
Unique Visitors
20 Million Monthly
Unique Visitors
35 Million
Reviews &
Opinions
TripAdvisor
Goes Live
1 Million
Reviews &
Opinions
2013
100 Million
Reviews &
Opinions
TripAdvisor: The 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
69m+
108m+
languages
available
mobile app
Downloads(1)
monthly
unique users(2)
4
Do Online Reviews Impact Booking?
6
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.
TripAdvisor Management Center
ONLY 1 OF 4 OF HOTELIERS ARE TAKING
ADVANTAGE OF THIS IMPORTANT TOOL
Source: TripAdvisor internal data
7
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
Reviews influence traveler decisions
9 9
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
10
Source: TripAdvisor. Percentage of all ratings, December 2012
48%
29%
12%
6%
6%
Average Review Score:
4.08
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 12
of hotel general managers surveyed
said it is ‘important’ or ‘very important’
13
90%
Source: Hotel Management Voice of the GM Annual Survey, 2012
Property Snapshot
• Ratings
• Rankings
• Review, photo and top
comments activity
Key metrics to measure day-
to-day performance
OVER HALF of travelers surveyed say they will
not book a hotel that doesn’t have
any reviews.
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
NEW! Review Express
Now easier than ever to ask guests to write a review on TripAdvisor!
• Engage with guests after
they have stayed to:
– Receive valuable feedback
for your business
– Encourage new reviews to
keep your content fresh
• Easy to use - send an email
to your guests all at once
20
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
Reviews influence traveler decisions
25 25
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%
Source: TripAdvisor, 2013
27
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
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
30
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 Centre’s “Free marketing tools” section
Source: "TripAdvisor Member Survey, October 2012 31
TripAdvisor for Business resources
• Management Center
– http://www.TripAdvisor.com/Owners
– @TripAdvisor4Biz
• TripAdvisor Insights
– www.TripAdvisor.com/TripAdvisorInsights
32