How Hoteliers Can Interact With TripAdvisor Sites and WIN

8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN

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Tuesday, January 06, 2015

How hoteliers can interact with TripAdvisor sites

and WIN !


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The largest travel information & research destination on the Web

32 million+ unique monthly visitors

Over 15 million registered members

Over 30 million unbiased reviews, opinions, and recommendations

2www.tripadvisor.com

from real travelers21 reviews and opinions submitted every minute of every day

Goal: every piece of travel information anywhere 70,000+ cities

450,000+ hotels

90,000+ attractions

551,000+ restaurants

2,000,000+ traveler photos of 100,000+ hotels


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TripAdvisor reviews are largely positive

Average Score is 3.85



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The Wisdom of crowds

In 2004, Surowiecki published The Wisdom of Crowds, in which he argued that insome circumstances, large groups exhibit more intelligence than smaller, more elitegroups, and that collective intelligence shapes business, economies, societies


.


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Four elements required to form a wise crowd

Not all crowds are wise. According to Surowiecki, these key criteria separatewise crowds from irrational ones:


Diversity of opinion Each person should have private information even if it'sjust an eccentric interpretation of the known facts.

Independence People's opinions aren't determined by the opinions of thosearound them.

Decentralization People are able to specialize and draw on local knowledge.

Aggregation Some mechanism exists for turning private judgments into acollective decision.


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TripAdvisor Partnerships Team

Recent addition to TripAdvisor (10th birthday this summer)

Content distribution

Content collection


Added March 2009 Pro-active communications with associations, trade organizations

Owners Center resources

Educational outreach

Industry feedback to TripAdvisor management


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Sharing best practices associations, hotel groups, trade orgs.



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Owner/manager newsletter

125,000 subscribers

Latest features for hoteliers


Best practices from fellow users


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Every hotel has a link, at the bottom of every review page



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Owners Page for each hotel and Inn:

www.tripadvisor.com/owners


very ng ey nee o manage e r r p v sor s ng


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To help us provide the most accurate information possible



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Details can be updated and enhanced by hotel management



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Missed Opportunities to optimize and differentiate



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Hotel-supplied Photos and Videos

Unlimited photos by hotel -- Announced March 1, 2010 in newsletter Easily uploaded via Owners Center

Identified as hotel-supplied images

Hotel chooses which is main photo on listing page


Unlimited videos by hotel Easily uploaded via Owners Center

Six tags per video enhance searchability


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Automated email notification of new reviews



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Guest satisfaction analytics



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Analyze most recent reviews at a glance, and respond



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Thank the best,explain the worst

Example: Sofitel, Paris



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Most efficient communications methods



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Constant vigilance

Fraud detection and enforcementVery aggressive team


Automated fraud detection

Constantly evolving, learning

Absolutely confidential

Community, by nature, self-policing


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The following actions may be considered fraudulent:

Attempts by an owner (or agents working on behalf of the ownership of aproperty) to boost the reputation of a property by:

Writing a review for their own property

Asking friends or relatives to write positive reviews


Submitting a review on behalf of a guest Copying comment cards and submitting them as reviews

Pressuring a TripAdvisor member to remove a negative review

Offering incentives such as discounts, upgrades, or any special treatment in

exchange for reviews Hiring an optimization company, third party marketing organization, or

anyone to submit false reviews

Impersonating a competitor or a guest in any way


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Official Star Rating Hotel Class, and Traveller Rating



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TripAdvisor adoption of official star ratings

Requires and automated feed of the following information Hotel name

Contact information

Management contact

Phone


Email

Street address, including postal code

Other information that would be valuable in ensuring accurate alignment of ahotel with the hotels in our database, but not absolutely essential

Latitude and longitude (for Google mapping)

Hotel details amenities, size, etc.

Periodic updates, automatically sent


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Search with or without confirmed availability



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Market to:

In-Market Customers: Users who are interested in the

specific destination, and have navigated to your propertypage.

- Incremental Customers: Unlike Brand Term searchers,these users are adding value as guests and not

TripAdvisor Business Listings offers a Unique Advertising Opportunity


.

-URL, Email and Telephone number are displayed to adesirable and engaged audience within an environmentof rich, contextual content!

- Capped fee, Unlimited clicks and calls: Sell yourproperty directly to guests and reduce your costs


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Feature Benefit

Fixed Cost Pay for an annual listing, gain traffic through theyear limited cost and unlimited bookings

Incremental Bookings Brand loyal customer using paid search may bea channel agnostic customer.

Branded site is platform for future channello alt .

Value Proposition


Channel acquisition cost Bookings at a lower cost of acquisition relativeto alternative channels

Cancel at any time This is a risk free investment. If your placementis not working for you, cancel and get a pro-ratarefund.

Quality of referral traffic onsearch engines varies based onsource, distribution etc.

TripAdvisor attracts viable demographics of in-market travelers interested in your content


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Pricing and Special Promo offer for the association

220

385 550

1,100

2,200

3,850


Register on Business Listings and save 15% on purchase Limited offer EXPIRED UNTIL 7th MAY 2010

USE the COUPON CODE: *****

5,500


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Hotels can adduser generated content

to their own pages

Third-party opinionadds confidence


20,000 hoteliers feature ourreviews on their sites

7,000 badges and widgets

distributed in Europe


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Major hotel brands displaying TripAdvisor content

Club Med Maritim

World Hotels

-



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Widgets and Badges:User recommendations

on your own pages



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Thank you!


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How Hoteliers Can Interact With TripAdvisor Sites and WIN

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