The TripAdvisor Travelers’ Choice Awards:

Leveraging a Global Phenomenon

Welcome!

Mark Preston

DMO Northeast Sales

Luisa Sholkovitz

Brand Marketing Manager

How to leverage your

Travelers’ Choice Award June 25, 2015

Mark Preston

DMO Northeast Sales

Luisa Sholkovitz

Brand Marketing Manager

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TripAdvisor: Where travelers come to plan and book the perfect trip

45 COUNTRIES

28 LANGUAGES

190+ MILLION

DOWNLOADS TRIPADVISOR APPS

340 MILLION* UNIQUE MONTHLY USERS

225 MILLION REVIEWS

139+ NEW CONTRIBUTIONS

POSTED EVERY MINUTE

*Source: Google Analytics, average monthly unique users, Q1 2015

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Travelers’ Choice: 13 years of recognizing the best in travel

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The power of the Travelers’ Choice Award

72% OF TRAVELERS ARE

MORE LIKELY TO VISIT A TRAVELERS’ CHOICE AWARD WINNER

55+ million EMAILS SENT TO ANNOUNCE WINNERS

BEST PERFORMING EMAIL OF THE YEAR*

650 STORIES IN TOP-TIER MEDIA AROUND THE WORLD*

UP TO 67% BETTER BANNER PERFORMANCE*⁺

179% BETTER REACH THAN OTHER FACEBOOK POSTS

ALL-TIME BEST PERFORMING TRIPADVISOR FACEBOOK POST*

*Statistics are based on the 2015 Travelers’ Choice Destination Awards.

⁺Compared to all TA banners between April 6-12, 2015

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Travelers’ Choice campaign elements

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Travelers’ Choice Favorites – Case Studies

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Let people know that travelers have picked you among the best destinations worldwide

Aruba and Cayman Island print ads

Punta Cana visitors’ guide

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Leverage high-traffic areas to display your award

Siem Reap airport sign

Siesta Beach photo opp

Signs in downtown Bangkok

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Spread the word in all your online marketing

Banner Ad Social Media Campaign

Website Home Page

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Get the media’s attention • Take action early.

• Always send a press release.

• Plan an event.

• Create photo opps.

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Promote your award on Facebook and Twitter

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Activate businesses in your destination to spread the word

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• Find logo and widget for your website in the widget center:

http://www.tripadvisor.com/Widgets

• Have more ideas to leverage your award? We would love to collaborate with you,

so please contact me: lsholkovitz@tripadvisor.com

Getting started

Certificates of Excellence

& Review Collection

Mark Preston

DMAI, June Webinar

of TripAdvisor

members

surveyed say they

are more likely to

use a business

with a TripAdvisor

endorsement on

display

75%

Source: "TripAdvisor Member Survey, October 2012

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Don’t be afraid to boast!

How to promote your awards

• Add the emblem to your

website

More easy ways to publicize your win

Issue a Press Release: Sample Buffalo-Niagara CVB

1. Request a list of CoE recipients from your

TripAdvisor Sales Representative.

2. Download a Press Release Template from the

management site.

3. Get the news out to local/national media sources.

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ENCOURAGE FEEDBACK

www.tripadvisor.com/Owners

Step 1 Search for and find your property.

Step 2

Fill in details and sign in.

Register in TripAdvisor Management Center

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Key factors that influence your popularity

QUALITY RECENT REVIEWS QUANTITY

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 email recent guests

• Use campaign dashboard to

monitor incoming reviews and

optimize campaigns

• It’s FREE!

Review Express Dashboard

Incorporate Widgets to Solicit Reviews

Request Personalized Business Cards from the Management

Center

Visit TripAdvisor Insights

THANK YOU

Mark Preston

DMO Northeast Sales

mpreston@tripadvisor.com

Thank you.

Luisa Sholkovitz

Brand Marketing Manager

lsholkovitz@tripadvisor.com