Making Social Media Work for You

Making Social Media Work for YouPresented by

Gwénaël Merlin, Partnerships Director, EMEA

Getting the Most of TripAdvisor and Your Online Presence

WHAT IS THE BENEFIT OF SOCIAL MEDIA?

2

User Reviews Can Impact Your Bottom Line

$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$

$$$$$$$$$$$$$$$$$$$$$$$$$$$$$

$$$$$$$$$$$$$$$$$$$$$$$$$

$$$$$$$$$$$$$$$$$$$$

$

$$$$$$$$$$$$$$$$$

Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.

3

User reviews can impact your bottom line

11.2%

4

Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.

6060+

user contributions every minute

reviews and opinions

100million

2.5businesses listed,

including 1,100,000+ accommodations

million

Unique monthly visitorsmillion

20002002

20042006

20082010

20120

10

20

30

40

50

60

70

5

• Find & contact hotels; find & reserve restaurants; find & 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) Monthly unique users on mobile devices according to TripAdvisor log files

20

31m+

45m+

languagesavailable

mobile appdownloads

monthlyunique users(1)

6

Facebook integration

monthly Facebook visitors

40m

of new reviews come from Facebook-connected users

35%

47 million TripAdvisor members

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

0

5

10

15

20

25

30

35

40

45

50

Mem

ber

s (m

illi

on

s)

8

TAKE CONTROL

EMBRACE FEEDBACK

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.

Reviews influence traveler decisions

1010

of travelers usually or always reference

TripAdvisor hotel reviews before making their

selection

81% of users agreed that

TripAdvisor hotel reviews “Help me plan a better trip”.

98%

Series1

TripAdvisor reviews are largely positive

11

Source: TripAdvisor. Percentage of all ratings, December 2012

48%

29%

12%

6%

6%

Average Review Score:

4.08

Key factors that influence your popularity

QUALITYRECENT REVIEWSQUANTITY

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 13

Track performance: Review Matrix & Management dashboard

14

ENCOURAGE FEEDBACK

unique domains feature TripAdvisor widgets on their site

70,000

Review Express

A powerful free tool to engage with your guests after they have stayed!

BETA

Click send a reminder email to guests that haven’t responded – we’ll send it for you!

Easily upload your guest emails and send out a customized message requesting a TripAdvisor review.

Be notified about new reviews in your review notification email

people view TripAdvisor content on sites other than TripAdvisor each month

300 million

SPEAK UP

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

20

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.

Reviews influence traveler decisions

2121

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%

PAINT YOUR PICTURE

Source: TripAdvisor, 2013

23

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

24

SING YOUR PRAISES

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

26

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 27

BUSINESS LISTINGS

Connect directly with bookers

• Hotel website

• Phone number

• E-mail hotel

• Hotel deals &

special offers

• Hotel packages

• Virtual tour slide

show

Flexible display options:

29

Hotel website

Special Offer & Announcement

Email Hotel

Phone number

Keep in Touch

• URL

– www.TripAdvisor.co.uk/owners

• TripAdvisor for Business

– www.TripAdvisor.co.uk/BusinessListings

– Call 0800 098 8460 (toll-free within UK). Agents are available Monday through Friday, 9:30 to 5:00 GMT.

• Blog

– www.tripadvisor4biz.wordpress.com

30