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50 Million Reasons to Get Involved

50 Million Reasons to Get Involved. Making the Most of Your TripAdvisor ® Presence. Séverine Philardeau, Vice-President Partnerships Sue Worth, Customer Care Manager EMEA. Reviews are important to guests.

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50 Million Reasons to Get Involved

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  1. 50 Million Reasons to Get Involved Making the Most of Your TripAdvisor® Presence Séverine Philardeau, Vice-President Partnerships Sue Worth, Customer Care Manager EMEA

  2. Reviews are important to guests How important are user reviews to you when determining which hotel to stay at? I won’t book a property unless it has reviews A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”

  3. Reviews increase conversion • Travel review Web sites and hotel reviews on online travel agencies (OTAs) are among the most influential forces most frequently cited by travellerswhen shopping. • OTA shoppers who visit hotel review pages in OTAs are twice as likely to convert • Source: PhoCusWright, Social Media in Travel, June 2010

  4. TripAdvisor is the single biggest social media platform used in holiday planning, with of UK holiday makers using the site in some way or other. 50% Conrad Advertising survey "Mapping the Travel Mind: The Influence of Social Media.” September 2011

  5. World’s largest travel site with 50M+ unique users a month Europe 19.2m North America 16m APAC 10.2m Middle East & Africa 2.6m LATAM 3m Source: comScore, August 2011

  6. TripAdvisor reviews are largely positive Average score is 3.90

  7. Going social and mobile

  8. TripAdvisor and • Best Western 8

  9. Partnership with Best Western France • Signed in April 2011 • TripAdvisor reviews (and associated management responses) have been integrated on bestwestern.fr • TripAdvisor and Best Western France are working in partnership to collect reviews through co-branded post-trip emails • Results: • Hoteliers are very engaged with the process • Time spent by users on the site is up 76%

  10. Partnership with Best Western International • Signed in December 2011 • Best Western will integrate the latest TripAdvisor reviews on bestwestern.com • Any other country can join • Reviews will be collected in partnership with TripAdvisor through co-branded post-trip emails • Integration planned towards end of Q1

  11. Your TripAdvisorManagement Centre 11

  12. Owner verification • Introduced in December 2011, in response to owners’ request for enhanced security • We could have done a better job communicating it to hoteliers – our apologies! • Following feedback from Best Western in general and your CEO in particular, we are looking at ways to make this process easier

  13. Add/update photos and video • Edit property description/amenities • Change property type/location • Report ownership change/duplicate listing

  14. Photos & video – the more, the better Photos provided by management

  15. Respond to a review • Dispute a review • Get notified of reviews • Encourage reviews with marketing tools • Track performance

  16. Get notified of new reviews 16

  17. Find the latest videos, tip sheets, guides and much more!

  18. Videos, tip sheets and how-to guides

  19. Discover the benefits of purchasing a Business Listing

  20. Business Listing: get more direct customers TripAdvisor website TripAdvisor app

  21. Add widgets and links to your hotel website

  22. TripAdvisor badges and widgets Available through your Management Centre!

  23. FAQ • Owners’ Forum • Submit a help request

  24. Management Responses 24

  25. Management responses are important Seeinga management response to reviews is important to me If I was considering two comparable properties,the presence of management responses on one would sway me in its favor A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 25

  26. For good and bad reviews… A management response to a good review makes me think highly of the hotel A management response to a bad review reassures me A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”

  27. BUT an aggressive management response to a bad review makes the hotel look worse A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”

  28. Tips to write a great management response • Respond when: • You genuinely need to make amends • They’re misstating the facts • How to respond: • Listen • Be honest • Remain calm • Show your personality: a little humour is allowed, sign with your name • Do: • Respond quickly • Be thankful • Respect the customer’s right to have their own opinion • Respond to the issue / show you care and want to address it • Invite further feedback • Don’t: • Get lost in trivialities • Use a standard response • Try and market 28

  29. Example of a good management response • Respond quickly • Be thankful • Respond to the issue • Invite further feedback • Show your personality 29

  30. Customer Care for Hotel Managers 30

  31. New Global Customer Care team • New Customer Care director hired in April 2011 in the US • New Customer Care Manager EMEA joined in August 2011 in the UK • Team based in London and Oxford (with support from the US) • Opening times: Monday to Friday, 9 am to 6 pm • Phone number: 0800 098 8460 or +44 203 318 5019 • Email address: support@tripadvisor.com 1 – Start with your Management Centre to access our self-service tools 2 – If in doubt, contact the Customer Care team 3 – Some issues may need to be referred to our subject matter experts (geographical location, suspicious activity, technical issues) and may take longer to address 31

  32. Future plans • Investing in new technology to improve customer query management and phone access • Defining levels of premium support for specific hotel partners such as Best Western • Expanding the team to ensure maximum coverage of languages and time zones • Ensuring we have specialists on the team who can respond to all key queries 32

  33. Case Studies 33

  34. Other hotel chains partnering with TripAdvisor

  35. Also working with TripAdvisor to collect reviews Sample partners Benefits: • Take control of the review process: the more reviews, the more representative they will be of the actual experience at the property • More reviews = more visibility for your property on TripAdvisor • Hoteliers are more engaged in the process and respond more to reviews, creating a better image

  36. Testimonials “…We see them staying longer on our site. We have also seen that customers visiting Expedia and other travel agency sites end up booking with us.” Jean-Luc Chrétien, Executive Vice President of Marketing & Distribution Accor Hotels “We’ve been looking at conversion rates over the last six months and have noticed reviews are extremely influential on people’s decisions” Gerard Tempest, Sales and Marketing Director Premier Inn

  37. In summary…

  38. Note to self: Join property representatives and register with the new Management Centre today– FREE! Upload photos and video to TripAdvisor listing – FREE! Use reminder tools to encourage guests to write reviews – FREE! Sign up for new review notification and respond to select reviews – FREE! Add TripAdvisor content to your website with badges and widgets – FREE! Consider subscribing to Business Listings 38

  39. Thank you! 39

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