Concurrent Session III - Hawaii Tourism Authority

Concurrent Session III
Social Studies:
Engaging with the Consumer
2014 Hawai‘i Tourism Conference
Your Business On Yelp: Captivate and Connect with Yelpers
Morgan Remmers, Manager of Business Outreach
Why Yelp Exists:
Yelp: The Leading Local Guide for Real Word-of-Mouth
Positive Feedback Loop
 138 Million Monthly Unique
Visitors
 28 Countries Across the Globe
 Available in 15 languages
 61 Million Reviews
Yelp’s Top 100 Places to Eat in the U.S.
#1. Da Poke Shack, Kailua-Kona, HI
#11. Sushi Izakaya Gaku, Honolulu, HI
#18. Ono Seafood, Honolulu, HI
#39. Opal Thai Food, Haleiwa, HI
#41. Marukame Udon, Honolulu, HI
#50. Geste Shrimp Truck, Kahului, HI
#73. Ono Tacos, Lahaina, HI
#77. Dat Cajun Guy, Haleiwa, HI
#82. Pono Market, Kapaa, HI
#95. Sushi Sasabune, Honolulu, HI
Visitors from Other Countries? Problem Solved.
Why Do People Use Yelp?
89% of visitors make a purchase within a week
Start Here: www.biz.yelp.com
Free Tools, User Views & Customer Leads
Optimize Your Listing – All of this is Free!
Add Photos
Add your
website &
receive
messages
from potential
customers
Create a Yelp Deal
&
Gift Certificate
Describe Your
Business
&
Recommend LikeMinded
Businesses
Add Basic Business
Information
Check-in Offers
Thanks for checking in to Safari
Helicopter Tours!
Here’s a little something to show their
appreciation:
1 Free
Jurassic Waterfall Poster
Connect with Customers & Join the Conversation
Send Private Message
Post Public Comment
MYTH: Most Yelp Reviews are Negative
FACT: Nearly 80% of Yelp Reviews are 3-Stars or Higher
Distribution of All Reviews
1 Star
13%
2 Stars
8%
Negative reviews play an important role too:
• A variety of experiences are consistent with real life
• You can’t please 100% of your customers 100% of the time
Tip #1: Craft Responses You Can Be Proud Of…
Tip #2: Say ‘Thank You’, State Your Policy and Respond Promptly
Review Update:
3 Stars
1 Star Review
on 8/5/12
Public Comment
from
Business Owner
What Are Recommended Reviews?
Don’t ask for reviews….
Simply leave a trail of breadcrumbs so your customers know where to find you online.
Provide Great Service
Create a Check-In Offer & Yelp Deal
Update Your Email Signature
and Business Cards
In-Office & Newsletter Marketing
Business Owner Resources
www.yelp.com/support
www.biz.yelp.com
www.biz.yelp.com/support
2014 Hawaii Tourism Conference
Todd Skelton – West Coast Advertising Sales Manager, DMO
Mission
Help travelers around the
world plan and have the
perfect trip
World’s largest
travel site
Our Content
Trusted advice from real
travelers and a wide
variety of travel choices
and planning features
In 44 Countries with seamless links to
& 24 Languages booking tools
World’s best travel
planning resource
More than 80% feel that
TripAdvisor reviews help them
feel more confident in their
travel decisions and
have a better trip
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.
TRIPADVISOR
OVER
170 Million
reviews &
opinions
OVER
4
280 Million
unique monthly
visitors
OVER
80
Million
businesses
listed
in
140,000
destinations
user
contributions
every minute
100 Million
Reviews &
Opinions
2013
75 Million
Reviews &
Opinions
2012
Over 1.5 Million
Businesses Listed
2011
50 Million Monthly
Unique Visitors
2010
35 Million
Reviews &
Opinions
2008
20 Million Monthly
Unique Visitors
2005
1 Million
Reviews &
Opinions
2000
TripAdvisor
Goes Live
HAWAII ON TRIPADVISOR
Hawaii Content on TripAdvisor:

8,156 Hotels & Accommodations Listed

2,831 Things to Do Listed

4,892 Restaurants Listed

146,300+ Topics Discussed in the Hawaii Forums

30,000+ Traveler photos of Hawaii
Hawaii Traffic on TripAdvisor (last 12 months):

Unique Users – 30.2 million

Page Views – 278 million

Top 5 International Markets

Japan

Canada

Australia

United Kingdom

Germany
THE LIFE CYCLE OF THE TRAVELER
Week -20+
“Not Yet Ready”
Awareness
Already thinking
about next trip!
Week -16:
• 5 Destinations
• 0 Hotels
Not planning…
but open to inspiration
Advocate
Consideration
Reviews,
Facebook,
WoM
Starting
the process
Experience
Book Additional Activities
• Restaurants
• Attractions
• Tours, etc.
Week -12:
• 3 Destinations
• 6 Hotels
Comparison
Actively
on vacation
Short list of
hotels
Booking
Flight -> Hotel
Week 0
• Booked
Week -4:
• 1 Destination
• 15 Hotels
Window for
competitive DMO
marketing now
closed
WHERE TO GO
In a 2012 TripAdvisor Global Research study conducted, we
discovered that users are on TripAdvisor, at the beginning, and most
times are using the site as an inspirational travel planning tool
76% research
multiple destinations
per trip planning cycle
75% have a general region
determined and are using
TripAdvisor to compare
destinations to fit the type
of travel they want
40% recall booking a
different destination than
the one they originally
started researching
TripAdvisor Global Research Panel: May 2012
TOP OTHER DESTINATIONS VIEWED
The data below reflects the top 10 Countries and top 10 USA and International Cities
viewed by users who also viewed Hawaii
TRIPADVISOR REVIEWS ARE LARGLY POSITIVE
48%
30%
12%
5%
5%
Source: TripAdvisor. Percentage of all ratings, January 2014
Average Review Score:
4.12
TRIPADVISOR REVIEWS – HAWAII AVERAGE
Hawaii Accommodations Year to Date 2014:

4.22 out of 5 compared to 2013- 4.19
Hawaii Attractions

4.60 out of 5 compared to 2013- 4.57
Hawaii Eatery's

4.22 out of 5 compared to 2013- 4.20
REPUTATION MANAGEMENT
7 TRIPADVISOR TIPS
1
Register with the Management Center
2
3
Include a description of hotel and amenities
Encourage reviews
Add photos and videos
4
Encourage reviews
5
Get notified of reviews and track reviews
6
Write a management response
7
Add a widget from the Widget Center
REGISTER IN MANAGEMENT CENTER
Step 1
Step 2
Search for and find your property.
Fill in details and sign in.
http://www.tripadvisor.com/Owners
TRIPADVISOR MANAGEMENT CENTER
ONLY 1 OF 4 OF HOTELIERS ARE TAKING
ADVANTAGE OF THIS IMPORTANT TOOL
Source: TripAdvisor internal data
PROPERTY SNAPSHOT
Key metrics to measure
day-to-day performance
• Ratings
• Rankings
• Review, photo and top
comments activity
WRITEa A
DESCRIPTION
Include
description
and amenities
ADD PHOTOS AND VIDEOS
ENCOURAGE REVIEWS
REVIEW EXPRESS
Now easier than ever to ask guests to write a review on TripAdvisor!
• Engage with guests after
they have stayed to:
– Receive valuable feedback
for your business
– Encourage new reviews to
keep your content fresh
– 1300+ businesses used
Review Express for the first
time on November 2013
– 25% of their reviews were
form Review Express
– 33% more reviews overall
GET NOTIFIED AND TRACK REVEIWS
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TRACK AND MANAGE PERFORMANCE
Manage recent reviews and see how travelers have rated your property, such as
the service, cleanliness, location, etc.
WRITE A MANAGEMENT RESPONSE
MANAGEMENT RESPONSE: BEST PRACTICES
1.
2.
3.
4.
5.
6.
7.
8.
Sign up for review notification emails
Read our guidelines
Respond promptly
Say “thank you”
Be original in reply
Highlight positives
Address specific complaints
Be polite and professional
Do Online Reviews Impact Booking?
93%
96%
of global travelers say their
booking decisions are
impacted by online reviews
of global hotels say
reviews are important
for bookings
The TripBarometer by TripAdvisor is based upon an online survey conducted in Dec. 2012 – Jan. 2013. A total of 35,042 people participated in the online survey from 26 countries spanning 7
regions. The sample is made up of 15,595 consumers and 19,447 businesses, making it the world’s largest combined accommodation and traveler survey.
Reviews Influence Traveler Decisions
81%
53%
of travelers usually or
always reference
TripAdvisor hotel reviews
before making their
selection
of travelers say they
will not book a hotel
that doesn’t have
any reviews
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
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ADD A WIDGET FROM THE WIDGET CENTER
47
TRIPADVISOR INSIGHTS
Your essential
hospitality marketing
resource
• Available in 20 languages
• Centralizes all content
resources in one place:
best practices guides,
how-to videos and more
• New content published
daily
www.TripAdvisor.com/TripAdvisorInsights
4
8
Q&A