Maximising Your Presence on TripAdvisor

Transcription

1 Maximising Your Presence on TripAdvisor Melissa Melhorn

2 Agenda TripAdvisor Overview Online Reputation Management 101 Building a Strategy Getting Started on TripAdvisor TripAdvisor Business Advantage 2

3 Overview

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7 About TripAdvisor TripAdvisor is the world s largest travel site* 455M average unique monthly visitors ** 49 Markets Worldwide 600M Reviews and Opinions 7.5M Accommodations, Restaurants and Attractions *Source: comscore Media Metrix for TripAdvisor Sites, worldwide, October 2017 **Source: TripAdvisor log files, Q

8 One Billion people view TripAdvisor content on sites other than TripAdvisor each month

9 The World s Most Downloaded Travel Apps 450 Million Downloads Source: TripAdvisor log files, Q4 2017

10 NEW BEDFORD RESEARCH

11 Overview o o o The states viewing Massachusetts most in the last 12 months were Massachusetts, New York, and Connecticut. Of the top 20 cities, New Bedford, Boston, and Dartmouth MA make up the highest percentage of sessions viewing New Bedford as a destination Device usage in Mobile has had considerable growth in 2017 for both Massachusetts and New Bedford MA destinations in recent months. 11

12 Top 20 US States Viewing New Bedford, MA *In terms of total TripAdvisor sessions in 2014 Source: TripAdvisor Internal Site Data 12

13 Top 20 Cities Viewing New Bedford, MA Top Int l Cities in Views YoY Growth of Top Cities New Bedford, MA, USA Dartmouth, MA, USA New York City, NY, USA Fairhaven, MA, USA Waltham, MA, USA Brockton, MA, USA North Attleboro, MA, USA Wareham, MA, USA Taunton, MA, USA Mattapoisett, MA, USA Bronx, NY, USA Plymouth, MA, USA Westport, MA, USA 4% 3% 3% 3% 2% 2% 7% 17% New Bedford, MA, USA Dartmouth, MA, USA New York City, NY, USA Fairhaven, MA, USA Waltham, MA, USA Brockton, MA, USA North Attleboro, MA, USA Wareham, MA, USA Taunton, MA, USA Mattapoisett, MA, USA Bronx, NY, USA Plymouth, MA, USA Westport, MA, USA 4% 3% 3% 3% 2% 2% 7% 17% *In terms of total TripAdvisor sessions in 2014 Source: TripAdvisor Internal Site Data 13

14 Online Reputation Management 101

15 The Challenge: A Business Online Reputation is Created by the Perceptions of Others Blog Posts Social Media Review Sites Business Reputation OTA Sites 15

16 Research Begins Online ~ 80% of people go to the internet first when looking for information Source: The Connected Consumer Survey 2014 / 2015, How digitally-savvy are people? 16

17 A Snapshot of a Business Online Reputation 17

18 The Most Influential Channels on Travel Decisions 59% 54% 3 16% 1 Online Travel Reviews Found On Websites Like TripAdvisor Vacation Pictures and Videos Friends Posted on Social Networks Videos on Youtube Ads or Posts by Travel Companies on Social Networks Travel Blogs 18

19 The Power of Reviews for Hotels 96% of travellers consider reviews important when planning & booking hotels 83% will usually or always reference TripAdvisor reviews before making a booking decision on a hotel Source: 2015 Custom Survey Research Engagement conducted by Phocuswright on behalf of TripAdvisor. 19

20 The Power of Reviews for Restaurants and Attractions 85% of travellers will usually or always of travellers will usually or always reference TripAdvisor reviews before reference TripAdvisor reviews before booking a restaurant booking a restaurant 79% 79% will usually or always reference TripAdvisor reviews before deciding will usually or always reference on the attraction to visit TripAdvisor reviews before deciding on an attraction to visit Source: 2015 Custom Survey Research Engagement conducted by Phocuswright on behalf of TripAdvisor. 20

21 Reputation Leads to Revenue Given equal prices, travellers are 3.9x more likely to choose a hotel with a higher review score 85% Of travellers will usually or always reference TripAdvisor reviews before booking a restaurant 83% 76% of travellers said they were willing to pay more for a hotel with higher review scores will usually or always reference TripAdvisor reviews before deciding on the attraction to visit Source: 2015 TrustYou/Accor Study How to present review content for more conversions 21

22 Online Reputation Management is a Top Priority for Businesses 93% of hoteliers said that online traveler reviews are important for the future of their business 59% of accommodation owners are investing more in Online Reputation Management than they did last previous year Source:TripBarometer, October A study by TripAdvisor and global research firm, Ipsos 18

23 Steps to Managing Your Online Reputation

24 Step 1. Build Your Strategy A strategy will shape your focus and help to guide your efforts Identify your Target Audience Know your business and who your key market is. Ask yourself honest questions such as; is my business ideal for families or couples? Set Realistic Goals Set goals that help you target your best customers. Think about the platforms your customers use and align your resources to those that will benefit your business the most. Define your Measures of Success Determine how you will define success so that you can track your progress. Will it be achieving a 25% response rate on your social media comments? Or perhaps increasing your total review count? Schedule Time to Review Your strategy will shift and change as your business does so it s important to schedule time to reassess and reshape if required. 24

25 Step 2. Create an Online Reputation Culture People often want a quick fix, but the best results come from a cultural shift that includes every employee in the process of earning positive reviews. This means setting clear goals and strategies, closely tracking reviews, and providing the training, empowerment and recognition employees need to achieve their potential. Daniel Craig - Founder, ReKnown

26 Step 3: Assess Your Current Online Presence Search for your business using a search engine. Don t forget to search for images as well. Familiarise yourself with conversations that are happening on social media sites. Build a list of the most popular websites that you appear on and get into the habit of checking regularly. Hot Tip: There are a number of free software programs that can help you find and track your online mentions 22

27 Step 4: Update Your Information Across All Sites REGISTER & UPDATE BUSINESS INFORMATION UPLOAD CURRENT IMAGES OF YOUR BUSINESS READ AND RESPOND TO ANY RECENT COMMENTS TAKE NOTE OF ANY TRENDS CONTINUE TO MONITOR THE MOST IMPORTANT PLATFORMS 27

28 Things to Always Keep in Mind 1. Commit to listening 2. Don t fear the feedback 3. Treat reviews like precious gems 4. Track the trends 5. Respond with a (virtual) smile 28

29 Management Responses: What Not to do

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31 Claim Your TripAdvisor Listing 31

32 The TripAdvisor Management Centre Claiming your listing gives you access to the Management Centre where you can: 32

33 Uploading & Managing Photos 33

34 Editing Business Details 34

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36 Understanding the Motivation to Share 73% 70% 4 out of 5 Of TripAdvisor users reported that they wrote a review in the past year because they wanted to share a good experience with travellers Of TripAdvisor users wrote a review in the past year because they received good advice from reviews and wanted to give back to the community Is the average bubble rating on TripAdvisor 36

37 Understanding the Motivation to Share The drive to share positive experiences far outweighs that of negative or average experiences Restaurants 93% 3% 4% Local Attractions and Destination Activities 9 5% 4% Hotels 84% 7% 9% Airlines 84% 9% 7% Home or Apartment Rentals 80% 16% 4% Car Rental Companies 72% 15% 13% Source: Phocuswright s U.S. traveller Technology Survey

38 Encourage Guests to Write Reviews with Review Collection Tools Review Express Widgets Reminder cards Downloadable assets Stickers TripAdvisor app for Facebook 40

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40 Questions and Answers on TripAdvisor Engage with potential customers and create a sense of transparency with Questions & Answers 40

41 Take Advantage of Management Responses 85% Of TripAdvisor users are more likely to book a hotel which responds to travellers reviews versus a comparable hotel which doesn t 65% Of TripAdvisor users agree that a thoughtful Management Response to a bad review improves their impression of a hotel 41

42 Best Practices for Management Responses 1. Sign up for review notification s 2. Respond promptly 3. Say thank you for the feedback 4. Be original in your reply 5. Highlight the positive 6. Address any specific comments 7. Be polite and professional 42

43 The Anatomy of a Good Response THANKS REINFORCES POSITIVE FOLLOWS UP APOLOGISES INVITES BACK DEMONSTRATES IMPORTANCE OF GUEST FEEDBACK 43

44 Visit TripAdvisor Insights for TripAdvisor Tools and Best Practices 44

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