27/03/2017
Managing Your Online Reputation
Phil Giudice
DMO Sr. Sales Executive
million
million
million
user contributions
every minute
unique monthly visitors*
reviews and opinions
TripAdvisor members
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27/03/2017
1 billion
people view TripAdvisor content on sites
other than TripAdvisor each month
(including 17 of top 25 largest Travel sites)
What is the ROI
of social media?
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Do reviews really matter?
89%
of global travelers say reviews are
influential when choosing where to book
96%
of global hoteliers say reviews are
influential in generating bookings
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
• When prices are increased
for those hotels with higher
review scores, people are
still likely to book
• 76% of customers were
willing to pay more for a
hotel with higher review
scores
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Globally, half of TripAdvisor
users reference TripAdvisor
reviews before booking a hotel
80% read at least 6-12 reviews
before making a decision
Respondents are most likely
to focus on recent reviews to
get the freshest perspective
Reviews matter: When researching
restaurants or local attractions on
TripAdvisor, 1 in 5 (20%) users read
11+ reviews before making decision.
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How often survey respondents use
TripAdvisor
A few times
a month
At least
once a week
More than
once a week
29%
12%
26%
TAKE CONTROL
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Use the Management Center
www.tripadvisor.com/owners
Register to get started
www.tripadvisor.com/Owners
Step 1
Step 2
Search for and find your organization.
Fill in details and sign in.
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Factors driving traveler engagement
(ranked by level of impact on traveler engagement1)
Number of photos
Total number of reviews
Management responses in the past year
Number of reviews in the past year
EMBRACE
FEEDBACK
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27/03/2017
Cornell Research: More reviews lead to higher ratings
“Online Customer Reviews of Hotels: As Participation
Increases, Better Evaluation Is Obtained”
•
Early reviews for accommodations tend to skew negative
•
However, as reviews increase, ratings become more positive
– Terrible (rating of 1) reviews decrease by more than half
– Excellent reviews grow by half
•
Positive reviews are more common than negative reviews
– Examined over 1.28 million reviews
• More than 70% had a rating of 4 or 5
• Only 15% had a rating of 1 or 2
TripAdvisor reviews are largely positive
48%
30%
12%
5%
5%
Average Review Score:
4.12
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27/03/2017
Key factors that influence your popularity
RECENT
REVIEWS
QUANTITY
QUALITY
Use the Property Snapshot
Key metrics to measure dayto-day performance
• Ratings
• Rankings
• Review, photo and top
comments activity
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ENCOURAGE
FEEDBACK
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Review Express
Easier than ever to ask guests to write a review on TripAdvisor!
•
Engage with guests after they
have stayed to encourage
valuable feedback for your
business
•
Use customizable templates to
easily email recent guests
•
Use campaign dashboard to
monitor incoming reviews and
optimize campaigns
•
It’s FREE!
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27/03/2017
Review Express Case Study: BREW-ed Brewery &
History Walking Tours
• Located in Asheville, NC
• Review Express delivers
more than half of their
reviews
• Using Review Express
takes them less than 10
minutes a week
• Moved from the bottom
of the popularity
rankings to the top 3
47,000+
organizations have used
Review Express to date
33%
increase in reviews overall after
using Review Express regularly
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Tips for using Review Express
 Confirm guests’ email addresses as they arrive or leave
 Send Review Express emails regularly every week
 Try to reach guests sooner, rather than later (within a
few days of visit)
 Send earlier in the week and try to avoid weekends and
holidays
 More you send, more likely you will get a review!
105,000
unique domains
feature TripAdvisor
widgets on their site
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27/03/2017
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.
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27/03/2017
Strong correlation between average review rating and rate
of management responses
Management
Response Rate
Ave Review Rating
(out of 5 bubbles)
0%
3.81
5%-40%
4.04
40%-65%
4.05
65+%
4.15
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.
Write a Management Response
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27/03/2017
Write a Management Response
Georgianhouse1000, Owner at The Georgian House, responded to this review, December 30, 2013
“Honestly what do you expect. You pay little you get cheap.
We are a Budget hotel. Get real.”
Georgianhouse1000, Owner at The Georgian House, responded to this review, December 30, 2013
“If you want a good breakfast go to the hilton and pay $100.00 a night. You pay little you get little.”
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Write a Management Response
Georgianhouse1000, Owner at The Georgian House, responded to this review, April 25, 2013
“Sadly this couple were not the normal standard of guest we have at The Georgian House(Thank goodness). They did not complain about any item when checking in even when asked there was a problem. They asked for another room but only on the pretense of some made up illness. They had booked at the last moment so there was no alternative. Could this be why the room cost so little.
This complaint i assume started when they were asked to stop swearing. They also had an attitude and extremely rough appearance and smelled strongly of alcohol (i hope i
am building a picture here).These guests also left a strange odor in the room that i am sure could be helped with soap and water. All in all i am sure potential guests will understand the type of personality that these guests had. How glad we are they will not be returning.”
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
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27/03/2017
Question and Answers: Engage before the stay
•
Provide timely answers to
questions travelers ask
before they book – and
help influence that booking
decision
•
Introduce yourself and
demonstrate your
commitment to guests
•
Set guests’ expectations
•
Accommodations receive
email notification when
new question is asked
•
Questions can be
answered via your
property page
PAINT YOUR PICTURE
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27/03/2017
73% of TripAdvisor
users use photos
from other travelers
to help them make a
decision
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27/03/2017
New! Just for You feature
How it works
• Travelers search for
hotels by destination
and filter results based
on travel preferences
(style, location,
amenities, etc.)
• TripAdvisor algorithm
factors in traveler’s prior
TripAdvisor research
and reviews
• Personalized results are
provided to help
travelers find the best
hotel based on their
needs and interests
SING YOUR
PRAISES
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27/03/2017
How to promote your awards
• Add the emblem to your
website
• Display your award at your
business
• Issue a press release
• Contact your local media
• Post your award on
Facebook and other social
media outlets
• Celebrate with past guests
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27/03/2017
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
TripAdvisor for Business resources
• Management Center
– www.TripAdvisor.com/Owners
• Twitter
– @TripAdvisor4Biz
• Blog
– http://www.tripadvisor.com/TripAdvisorInsights
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TripAdvisor Tips
1 Register with the Management Center
2 Include a description of hotel and amenities
Encourage reviews
3 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
THANK YOU
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