World’s largest travel site
Growing Together:Building your business with the world’s largest travel site
Presented by: Melissa Surane
Southeast Sales Manager, DMODisplay Advertising Sales
z
Growth is never by mere chance; it is the result of forces working together.-James Cash Penney
2
“From traveler review websites and blogs to social networks and the ever- expanding social graph, the voice of the traveler is playing a greater role in the travel search-shop-buy process.”
-PhoCusWright’s Social Media in Travel 2011: Traffic, Activity and Sentiment, July 2011
3
3
4
SocialReview Sites Mobile
“More than two in three travelers cite traveler reviews…as influential when planning leisure travel.”
-PhoCusWright’s Social Media in Travel 2011: Traffic, Activity and Sentiment, July 2011
5
5
6
Source: Facebook.com
Facebook has more than 1 billionactive users
of online travelers are daily users of social networks69%
million
PhoCusWright’s Traveler Technology Survey 2011, November 2011
7
8
1.201.43
1.661.85
eMarketer.com, February 2012
2011 2012 2013 2014
billion
By 2014, 1.85 billion people will use social networks on a monthly basisThat translates to 71% of the world’s Internet users
billion
billionbillion
9
87% of the world’s population are mobile subscribers
Source: mobiThinking.com, January 2012 & International Telecommunication Union, 2011
9
How consumers use mobile: travel
10
1 PhoCusWright January 20122 mydestination.com
• Mobile was responsible for $2.6 billion USD in travel booking value in 2011.1
• By 2013, that number is projected to exceed $8 billion USD.1
• 3 in 4 active travelers use a mobile device while on the move.2
11
Where does TripAdvisor fit in?
11
12
z
30 domains in 21different languagesOver 60 million unique monthly visitors worldwide
36 million members worldwide
Over 75 million unbiased reviews and opinions of hotels, restaurants
and attractions
Over 1.6 millionbusinesses in
Over 110,000 destinations
12
13
Growing together:
What you can do to improve your presence on TripAdvisor
Register with the Management Center
8 TripAdvisor Tips
Encourage reviews
Include a description of hotel and amenities
Get notified of reviews and track reviews
Write a management response
Add photos and videos
Add a widget from the Widget Center
Add direct contact info with Business Listings
Encourage reviews
1
2
3
4
5
6
7
8
14
15
Register with the Management Center
Track reviews and customer satisfaction of
your property
Respond to reviews and provide potential
customers with useful information
Utilize TripAdvisor reviews to increase booking
conversionPromote
Engage
Monitor
1
2 Encourage guests to write a review
16
Online and offline tools
17
TripAdvisor reviews are largely positive
1 2 3 4 5
7% 7%12%
28%
47%
Average Score is 4.01Percentage of all ratings, February 2012
18
What affects your popularity?
19
1) How recent the reviews are
What affects your popularity?
20
2) How positive or negative the reviews are
What affects your popularity?
21
3) The number of reviews
Get notified and track reviews3
22
Manage recent reviews and see how travelers have rated your property, such as the service, cleanliness, location, etc.
Track and manage your performance
23
Benchmark your performance
24
25
Write a management response4
26
Management Response notification e-mails
A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”
If I was considering two similar properties, the presence of management responses on one would sway me in its favor.
27
28
Include a description and amenities5
Upload photos and videos6
29
Add a widget from the Widget Center7
30
31
Add direct contact info with Business Listings8
32
• Reaches in-market browsers
• Capped annual fee
• Pro-rated refundif not satisfied
• Performance tracking
• Incremental customers
• Flexible display options
33
Growing together:
What TripAdvisor is doing for you
34
Management Dashboard
Facebook integration/Wisdom of Friewnds
35
personalised users100m
more engaged27%
content contributions2x
Generates revenue
36
Videos, tips and guides
36
37
• Find & contact hotels
• Find & reserve restaurants
• Find & book attractions and tours
• Find flights
• Read & participate in travel forums
• Write reviews
Second most downloaded travel app in the world!*
* 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.
38
TripAdvisor for Business resources
• URL− www.tripadvisor.com/Owners
• Twitter− @TripAdvisor4Biz
• Blog− http://tripadvisor4biz.wordpress.com/
• For Business Listings sign up:− Online at www.tripadvisor.com/BusinessListings− Call 1-866-322-5942 (within USA) or +1-617-431-5424 (outside USA). Agents are
available Monday through Friday, 9:30am to 5:00pm, US Eastern Time.
38