Andrew Wiens International DMO Manager

Transcription

1 Andrew Wiens International DMO Manager

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

3 1 BILLION+ people view TripAdvisor content on sites other than TripAdvisor each month

4 #30 via traffic

5 5 IS IT WORTH YOUR TIME

6 What is the ROI of social media? 11.2%

7 EMBRACE FEEDBACK

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

9 50% of TripAdvisor users reference TripAdvisor reviews before booking 80% read at least 6-12 reviews before making a decision

10 Reviews means 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 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

11 TAKE CONTROL

12 Use the Management Center

13 Register to get started

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 Key factors that influence your popularity QUALITY RECENT REVIEWS QUANTITY

16 ENCOURAGE FEEDBACK

17 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!

18 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

19 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

20 SPEAK UP

21 Management Responses influence traveler 80% say seeing a hotel management response to reviews makes me believe that it cares more about its guests. 85% say an appropriate management response to a bad review improves my impression of the hotel.

22 Write a Management Response

23 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

24 Question and Answers

25 PAINT YOUR PICTURE

26 73% of TripAdvisor users use photos from other travelers to help them make a decision

27 Update your details Source: PhoCusWright s Custom Survey Research Engagement, prepared for TripAdvisor. December 2013

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29 SING YOUR PRAISES

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31 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

32 Extending Your Impact

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34 TripAdvisor: Direct Booking for Tours and Activities Get booking buttons on your TripAdvisor page TripAdvisor listings with booking buttons receive nearly 5x more reviews! 34

35 TripAdvisor: Direct Booking on Mobile Direct booking available on TripAdvisor mobile app which has 290 million downloads!

36 Business resources supplier.viator.com/signup.jspa

37 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