Growing Together: Building your business with the world s largest travel site. Presented by: Alistair MacGregor, Territory Manager UK & Ireland

Transcription

1 World s largest travel site 8 October 2012 Growing Together: Building your business with the world s largest travel site Presented by: Alistair MacGregor, Territory Manager UK & @TripAdvisorUK

2 Overview Introduction to TripAdvisor and User Generated Content Growth & vision Facebook and mobile Management Centre (free tools for hoteliers to use) What is the management centre? What should / could I be doing to get more reviews and bookings? How should I respond to reviews? Business Listings Enhanced listing for hotels and B&Bs -20% Discount promo code LIMERICK2012 2

3 Where does TripAdvisor fit in? 3 3

4 The Twelve Year TripAdvisor Journey OUR GROWTH Over Over million reviews and opinions million Unique visitors a month million businesses listed, including over 610,000 hotels user contributions every minute TripAdvisor Goes Live 20 Monthly Unique Visitors 50 Monthly Unique Visitors 60 Monthly Unique Visitors Million Reviews & Opinions 35 Millions Reviews & Opinions 75 Millions Reviews & Opinions 4

5 Reach potential guests worldwide (30 sites / 21 languages) America Italy Argentina Japan Australia Korea Brasil Malaysia Canada Mexico China Norway no.tripadvisor.com Denmark Poland pl.tripadvisor.com Egypt Russia France Singapore Germany Spain Greece Sweden Holland nl.tripadvisor.com Taiwan India Thailand th.tripadvisor.com Indonesia Turkey Ireland UK

6 We have reviews for businesses all over the world 6

7 And our members have written reviews from 99% of all countries 7

8 NEWS/ PORTALS TOURISM ORGANISATION S TRAVEL PLANNING WEBSITES HOTELS/ HOTEL GROUPS TRANSPORTATION COMPANIES 8

9 TripAdvisor reviews are largely positive Average Score is % Percentage of all ratings, February % 7% 7% 12%

10 Three forces transforming travel Social Mobile Review Sites 10

11 Facebook has more than 955 million active users Source: Facebook.com 11

12 31,923,460 of those are from the United Kingdom. That s over 50% of the country s population. Source: September

13 Facebook integration personalised users more engaged content contributions 13

14 Facebook: Cities I ve Visited

15 Friend of Friend Facebook integration 15

16 87% of the world s population are mobile subscribers Source: mobithinking.com, January 2012 & International Telecommunication Union, 2011

17 7 in 10 mobile uses under the age of 35 in the U.K., France and Germany are carrying Internet-capable phones Source: PhoCusWright s European Consumer Travel Report Second Edition, October

18 Current and future mobile phone activities (U.K.) Past 12 months Next 12 months View maps or get directions Update/view online social networking sites Research local activities (restaurants, shows) Research travel products (hotel rooms, flights) Reserve/purchase local activities (restaurants, shows) Check-in for flight, hotel, train or car rental Reserve/purchase travel prodcuts (hotel rooms, flights) Use as a boarding pass or ticket for flight or train Make changes to existing travel reservations 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Source: PhoCusWright s European Consumer Travel Report Second Edition, October 2011

19 Second most downloaded travel app in the world!* Find & contact hotels Find & reserve restaurants Find & book attractions and tours Find flights Read & participate in travel forums Write reviews * Source: Distimo study of all mobile app downloads in travel sector in 2011 across all 65 markets where data is available for Apple App Store for ipad, Apple App Store for iphone, Google Android Market and Windows Phone Marketplace. 19

20 Wikitude/TripAdvisor Augmented Reality app Travellers can see hotels, attractions and restaurants that are around them using Augmented Reality lens Once travellers choose a business, have access to traveller reviews, average prices, directions and more 20

21 Growing together: What you can do to improve your presence on TripAdvisor 21

22 8 TripAdvisor Tips Register with the Management Centre Encourage reviews Encourage reviews Get notified of reviews and track reviews Write a management response Include a description of hotel and amenities Add photos and videos Add a widget from the Widget Centre Add direct contact info with Business Listings 22

23 1 Register with the Management Centre Promote Utilise TripAdvisor reviews to increase booking conversion Engage Monitor Respond to reviews and provide potential customers with useful information Track reviews and customer satisfaction of your property 23

24 Facebook Owner Verification 24

25 2 Encourage guests to write a review 25

26 Online and offline tools 26

27 Percentage of UK accommodations that have been reviewed in the past 90 days on TripAdvisor (May 2012) 61% 27

28 What affects your popularity? 1) How recent the reviews are 28

29 What affects your popularity? 2) How positive or negative the reviews are 29

30 What affects your popularity? 3) The number of reviews 30

31 3 Get notified and track reviews 31

32 Track and manage your performance Manage recent reviews and see how travellers have rated your property, such as the service, cleanliness, location, etc. 32

33 Benchmark your performance 33

34 Management Dashboard 34

35 4 Write a management response 35

36 Seeing a management response to reviews is important to me A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, 2010 Q4 Forrester/TripAdvisor Custom Online Survey

37 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

38 If I was considering two similar properties, the presence of management responses on one would sway me in its favor. A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, 2010 Q4 Forrester/TripAdvisor Custom Online Survey 38

39 5 Include a description and amenities 39

40 6 Upload photos and videos Primary Photo 40

41 7 Add a widget from the Widget Centre 41

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45 8 Add direct contact info with Business Listings Reaches in-market browsers Annual subscription Pro-rated refund if not satisfied Flexible display options -20% promo code LIMERICK

46 Flexible display options Choose 3 of the 6 points of contact to display, plus Special Offers Hotel website Phone number address Hotel deals Hotel packages Virtual tour Phone number Offers & Announcements Website 46

47 Your chance to rise to the top 47

48 Connect with a mobile audience Direct reservation line accessible with a touch of the screen 27 million unique monthly users Available in 20 different languages Compatible with all major mobile phones and smart phones 48

49 NEW! Mobile Upgrade for Business Listings Special Offer viewable the mobile site and app! 22 million TripAdvisor mobile app downloads to date 200% YOY increase in mobile page views 49

50 Business Listing Announcements 50

51 Enhance your Business Listing with a slideshow! Add a minimum of 5 photos of your property Direct contact details and Special Offer featured at the bottom of the slideshow Update them often, according to seasons and/or marketing needs 51

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53 Results from 175 hotels included in Forrester studies Property Varden Hotel Long Beach, CA 35 rooms L Hermitage Vancouver, Canada 450 rooms Sabre Hospitality Solutions 154 hotels, worldwide rooms NYC Property Times Square, NY 450 rooms Hotel 41 London 30 rooms Return on investment Incremental bookings/ $ spent Time to recoup investment 4150% $50/$1 1 month 5360% $64/$1 1 month 410% $6/$1 2 months 4660% $56/$1 1 month 4830% 58/ 1 1 month 53

54 Key Points 54

55 Thank #TripAdvisorMC Alistair MacGregor, Territory Manager Business Listings UK & Ireland