Managing your Online Reputation. Andrew Wiens International DMO Manager

Transcription

1 Managing your Online Reputation Andrew Wiens International DMO Manager

2 million unique monthly visitors * million TripAdvisor members million reviews and opinions user contributions every minute

3 500 million people view TripAdvisor content on sites other than TripAdvisor each month

4 TripAdvisor operates sites in 48 countries & in 28 languages Traffic Sources ( Europe 35% Asia Pacific 19% North America 38% Latin America 6% Middle East & Africa 2% Inspiration > Planning > Travel > Review

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6 What is the ROI of social media? 11.2%

7 Do reviews really matter? 89% of global travelers say reviews are influential when choosing where to book of global hoteliers say reviews are 96% influential in generating bookings

8 Reviews encourage travelers to spend more If prices are the same, users are 3.9 times more likely to choose a hotel with higher review scores When prices are increased for those hotels with higher review scores, people are still likely to book 76% of customers were willing to pay more for a hotel with higher review scores Source: The Effect of Reviews on Hotel Conversion Rates and Pricing, TrustYou, September 2014

9 Half of TripAdvisor users reference TripAdvisor reviews before booking a hotel 80% read at least 6-12 reviews before making a decision

10 Researching restaurants or local attractions on TripAdvisor, 1 in 5 users read 11+ reviews before making decision.

11 TAKE CONTROL

12 Use the Management Center

13 Register to get started Step 1 Search for and find your organization. Step 2 Fill in details and sign in.

14 Factors driving traveler engagement (ranked by level of impact on traveler engagement 1 ) Number of photos Total number of reviews Management responses in the past year Number of reviews in the past year

15 EMBRACE FEEDBACK

16 TripAdvisor reviews are largely positive 48% 30% 12% 5% 5% Average Review Score: 4.12

17 Key factors that influence your popularity QUALITY RECENT REVIEWS QUANTITY

18 ENCOURAGE FEEDBACK 18

19 Review Express Easier than ever to ask guests to write a review on TripAdvisor! Engage with guests after they have stayed to encourage valuable feedback for your business Use customizable templates to easily recent guests Use campaign dashboard to monitor incoming reviews and optimize campaigns It s FREE!

20 Review Express Case Study: BREW-ed Brewery & History Walking Tours Located in Asheville, NC Review Express delivers more than half of their reviews Using Review Express takes them less than 10 minutes a week Moved from the bottom of the popularity rankings to the top 3

21 47,000+ organizations have used Review Express to date 33% increase in reviews overall after using Review Express regularly

22 Review Express ü Confirm guests addresses as they arrive or leave ü Send Review Express s regularly every week ü Try to reach guests sooner, rather than later (within a few days of visit) ü Send earlier in the week and try to avoid weekends and holidays

23 105,000 unique domains feature TripAdvisor widgets on their site

24 SPEAK UP

25 Management Responses influence traveler decisions 77% of respondents say seeing a hotel management response to reviews makes me believe that it cares more about its guests. 87% of respondents say an appropriate management response to a bad review improves my impression of the hotel.

26 Write a Management Response

27 Management Responses: Best Practices 1. Sign up for review notification s 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

28 Question and Answers Provide timely answers to questions travelers ask before they book and help influence that booking decision Introduce yourself and demonstrate your commitment to guests Set guests expectations Accommodations receive notification when new question is asked Questions can be answered via your property page

29 PAINT YOUR PICTURE

30 73% of TripAdvisor users use photos from other travelers to help them make a decision

31 Source: PhoCusWright s Custom Survey Research Engagement, prepared for TripAdvisor. December 2013

32 SING YOUR PRAISES

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34 Order your TripAdvisor sticker Visit your Management Center s Free marketing tools section 75% of TripAdvisor members surveyed say they are more likely to use a business with a TripAdvisor endorsement on display Source: "TripAdvisor Member Survey, October 2012

35 TripAdvisor for Business resources Management Center Blog 35

36 TripAdvisor Tips Register with the Management Center Include a description of hotel and amenities Encourage reviews Add photos and videos Encourage reviews Get notified of reviews and track reviews Write a management response Add a widget from the Widget Center

37 THANK YOU