8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
1/41
Tuesday, January 06, 2015
How hoteliers can interact with TripAdvisor sites
and WIN !
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
2/41
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
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
3/41
TripAdvisor reviews are largely positive
Average Score is 3.85
3www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
4/41
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
4www.tripadvisor.com
.
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
5/41
Four elements required to form a wise crowd
Not all crowds are wise. According to Surowiecki, these key criteria separatewise crowds from irrational ones:
5www.tripadvisor.com
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.
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
6/41
TripAdvisor Partnerships Team
Recent addition to TripAdvisor (10th birthday this summer)
Content distribution
Content collection
6www.tripadvisor.com
Added March 2009 Pro-active communications with associations, trade organizations
Owners Center resources
Educational outreach
Industry feedback to TripAdvisor management
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
7/41
Sharing best practices associations, hotel groups, trade orgs.
7www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
8/41
Owner/manager newsletter
125,000 subscribers
Latest features for hoteliers
8www.tripadvisor.com
Best practices from fellow users
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
9/41
Every hotel has a link, at the bottom of every review page
9www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
10/41
10www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
11/41
Owners Page for each hotel and Inn:
www.tripadvisor.com/owners
11www.tripadvisor.com
very ng ey nee o manage e r r p v sor s ng
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
12/41
To help us provide the most accurate information possible
12www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
13/41
Details can be updated and enhanced by hotel management
13www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
14/41
Missed Opportunities to optimize and differentiate
14www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
15/41
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
15www.tripadvisor.com
Unlimited videos by hotel Easily uploaded via Owners Center
Six tags per video enhance searchability
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
16/41
16www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
17/41
Automated email notification of new reviews
17www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
18/41
Guest satisfaction analytics
18www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
19/41
Analyze most recent reviews at a glance, and respond
19www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
20/41
20www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
21/41
Thank the best,explain the worst
Example: Sofitel, Paris
21www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
22/41
Most efficient communications methods
22www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
23/41
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
24/41
24www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
25/41
Constant vigilance
Fraud detection and enforcementVery aggressive team
25www.tripadvisor.com
Automated fraud detection
Constantly evolving, learning
Absolutely confidential
Community, by nature, self-policing
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
26/41
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
26www.tripadvisor.com
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
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
27/41
27www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
28/41
Official Star Rating Hotel Class, and Traveller Rating
28www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
29/41
TripAdvisor adoption of official star ratings
Requires and automated feed of the following information Hotel name
Contact information
Management contact
Phone
29www.tripadvisor.com
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
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
30/41
30www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
31/41
Search with or without confirmed availability
31www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
32/41
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
33/41
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
33www.tripadvisor.com
.
-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
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
34/41
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
34www.tripadvisor.com
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
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
35/41
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
36/41
Pricing and Special Promo offer for the association
220
385 550
1,100
2,200
3,850
36www.tripadvisor.com
Register on Business Listings and save 15% on purchase Limited offer EXPIRED UNTIL 7th MAY 2010
USE the COUPON CODE: *****
5,500
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
37/41
Hotels can adduser generated content
to their own pages
Third-party opinionadds confidence
37www.tripadvisor.com
20,000 hoteliers feature ourreviews on their sites
7,000 badges and widgets
distributed in Europe
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
38/41
Major hotel brands displaying TripAdvisor content
Club Med Maritim
World Hotels
-
38www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
39/41
39www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
40/41
Widgets and Badges:User recommendations
on your own pages
40www.tripadvisor.com
8/10/2019 How Hoteliers Can Interact With TripAdvisor Sites and WIN
41/41
Thank you!
41www.tripadvisor.com