Managing Your Brand`s Online Reputation on TripAdvisor

Managing Your Brand’s Online
Reputation on TripAdvisor
Getting the Most out of the World’s Largest Travel Site
Scott Caufield
DMO Sales Manager - Midwest Region
TripAdvisor
GULF SHORES & ORANGE BEACH ON TRIPADVISOR
Gulf Shores & Orange
Beach on TripAdvisor
NUMBER OF REVIEWS
o 11,160 Hotel & Accommodation
o 5,936 Vacation Rentals
o 9,264 Things to Do
o 37,490 Restaurant
TripAdvisor Users Viewing Gulf
Shores & Orange Beach - 2015
19.1 million page views (30% YOY increase)
4.2 million unique sessions (35% YOY increase)
Top 5 Country Markets
Top 5 City Markets
o Canada
o Houston
o United Kingdom
o Birmingham
o Germany
o Atlanta
o China
o Saint Louis
o India
o New Orleans
Gulf Shores & Orange Beach
2015 REVIEW AVERAGES
Gulf Shores
4.13 average
Orange Beach
4.27 average
Total
4.20 average
TRIPADVISOR BY THE NUMBERS
million
unique monthly visitors
million
reviews and opinions
*
million
TripAdvisor members
user contributions
every minute
DO REVIEWS REALLY MATTER?
Reviews matter: When researching
restaurants or local attractions on
TripAdvisor, 1 in 5 (20%) users read
11+ reviews before making decision.
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.
Reviews encourage travelers to spend more
• If prices are the same,
users are 3.9 times more
likely to choose a hotel
with higher review scores
• 76% of customers were
willing to pay more for a
hotel with higher review
scores
Source: “The Effect of Reviews on Hotel Conversion Rates and Pricing,” TrustYou, September 2014
SIX STEPS TO MANAGE YOUR REPUTATION
TAKE CONTROL
Use the Management Center
www.tripadvisor.com/owners
EMBRACE
FEEDBACK
TripAdvisor reviews are largely positive
48%
30%
12%
5%
5%
Source: TripAdvisor. Percentage of all ratings, January 2014
Average Review Score:
4.12
Key factors that influence your popularity
RECENT
REVIEWS
QUANTITY
QUALITY
Track performance with Review Metrix
Use the Property Snapshot
Key metrics to measure day-today performance
•
•
•
Ratings
Rankings
Review, photo and top
comments activity
ENCOURAGE
FEEDBACK
20
Tools to Encourage Feedback
•
Custom Reminder Cards (first
100 are free)
•
Reminder Flyer – printable from
your listing’s management center
•
Website Widgets
•
TripAdvisor Facebook App
•
Get Creative!
Review Express
Easier than ever to ask guests to write a review on TripAdvisor!
•
CRM Email tool
•
Customizable templates
•
Campaign Dashboard
•
It’s FREE!
SPEAK UP
Management Responses influence traveler decisions
77%
of respondents say seeing a
hotel management response
to reviews makes me believe
that it cares more about its
guests.
87%
of respondents say an
appropriate management
response to a bad review
improves my impression of the
hotel.
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013
Hotels providing a
management
response to reviews
are 21 percent more
likely to receive a
booking inquiry via
TripAdvisor than those
who don’t respond to
any reviews.
And properties that respond to over 50 percent of their reviews increase their
likelihood of receiving a booking inquiry by 24 percent.
(Compared to properties that do not respond to reviews)
Management Responses: 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
PAINT YOUR PICTURE
Upload Photos
73% of TripAdvisor
users use photos from
other travelers to help
them make a decision
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013
Be Sure Your Listing is Complete
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013
SING YOUR
PRAISES
Order your TripAdvisor sticker
Visit your Management Center’s “Free marketing tools” section
75%
of TripAdvisor
members surveyed
say they are more
likely to use a
business with a
TripAdvisor
endorsement on
display
Source: "TripAdvisor Member Survey, October 2012
Certificate of Excellence Award Promotion
• Add the emblem to your
website
• Display your award at your
business
• Press release
• Social Media
• Incorporate into customer
communications
112 Gulf Shores & Orange Beach Hotels, Attractions, and
Restaurants were Certificate of Excellence Winners in 2015!
In Summary…
Effectively Manage Your Reputation in 6 Steps
•
TAKE CONTROL: own your listing
•
EMBRACE FEEDBACK: it’s better than you might think!
•
ENCOURAGE FEEDBACK: the more you get, the better it’s likely to be
•
SPEAK UP: guests are more likely to come back when you respond to reviews
•
PAINT YOUR PICTURE: complete your listing – photos, amenities and other
features draw more visitors!
•
SING YOUR PRAISES: let the world know you’re proud of your feedback!
Thank You!