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ROD LARMAN
MARKETING MANAGER

@TheGroveHotel
THE GROVE | LONDON’S COUNTRY ESTATE
BUSINESS CATEGORIES

TARGET AUDIENCE

• HOTEL
• MEETINGS & EVENTS
• WEDDINGS & SPECIAL OCCASIONS
• GOLF
• SPA
• RESTAURANTS

• COUPLES
• FAMILES
• INDIVIDUALS
• CORPORATE
FROM 2003 TO TODAY...
THE GROVE - SEPTEMBER 2003
• LOTS OF AWARDS
• SOCIAL MEDIA WAS IN ITS EARLY DAYS
• BRANDS COULD DOMINATE OPINION
• UGC SITES LIKE TRIPADVISOR WERE SEEN
AS A WAY TOATTACK

THE GROVE - TODAY
• SOCIAL MEDIA IS FRONT OF MIND
• BRANDS NO LONGER HAVE CONTROL
• PEOPLE ARE TALKING ABOUT YOU,
SHARING EXPERIENCES
• PEOPLE USE SOCIAL MEDIA TO MAKE
INFORMED DECISIONS
TRIPADVISOR
THE WORLD’S MOST INFLUENTIAL TRAVEL SITE
• 260 million unique monthly visitors
• 125 million reviews and opinions
• 3.1 million accommodations, restaurants and attractions
• 17 million traveller photos
• 80 new contributions are posted every minute
• 69 million people have downloaded the TripAdvisor app (28/min)
WORKING WITH TRIPADVISOR
IT CAN NOT BE IGNORED!
• Engaged Management Centre
• Invested in a TripAdvisor Business Listing
• Respond to all reviews
• Promote TripAdvisor logo across all collateral
• Integrated with Facebook
• Add Rave Review widget
• Proactively seek new reviews
REVIEW EXPRESS
ONE OF FREE MARKETING TOOLS ON TRIPADVISOR
• COLLECT GUEST DATA
• SEGMENTATION
• SET UP TEMPLATE
• CUSTOMISE
• TIMING
REVIEW EXPRESS
600

92.3
%
530

Vol.

400

200

0

76.8
%

80.2
%

25

2010

156

86

40

2009
2013

83.9
%

90.2
%

2011

2012
POPULARITY INDEX

62%

80%

2012

2014

1% increase in online reputation led to a
0.89% increase in Average Daily Rate (ADR)
Cornell University
THE GOOD & THE BAD!
THE GOOD
• USER GENERATED CONTENT
• BALANCED OPINION
• FREE FEEDBACK
• GREATER POSITIVITY
• EXTREME REVIEWS CAN BE REMOVED

THE BAD
• RESPONDING CAN BE TIME CONSUMING
• NO DIRECT CONTACT WITH TRIPADVISOR
• SCORES TAKE TIME TO ADJUST
• OPEN TO ABUSE, NO IDENTITY
GOOD FOR BUSINESS?
HOW IT HAS HELPED THE GROVE...
• DIFFICULT TO MEASURE DIRECT REVENUE
• GUEST ENGAGEMENT, ALL FEEDBACK WELCOMED
• REVIEWS SHARED INTERNALLY
• NEGATIVE REVIEWS IN DECLINE
• THE GROVE’S REPUTATION HAS IMPROVED
• SCORE IN-LINE WITH COMPETITORS

...STILL MORE TO BE DONE!
ADVICE TO WORKING
WITH TRIPADVISOR
• DON’T EXPECT A PERSONAL SERVICE
• CONSIDER IF BUSINESS LISTING IS RIGHT FOR YOU
• INTEGRATE ACROSS ALL COMMUNICATIONS
• TREAT IT NORMALLY
• USE REVIEW EXPRESS
• CHALLENGE UNFAIR REVIEWS

Most of your guests will have
had a good time, if they didn’t,
you should be out of business!
Tak!
T: +44 (0)1923 296038 | E: rod.larman@thegrove.co.uk

@TheGroveHotel

WWW.THEGROVE.CO.UK

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The grove - Morgenmøde 29.1.14, Aarhus på TripAdvisor

  • 2. THE GROVE | LONDON’S COUNTRY ESTATE BUSINESS CATEGORIES TARGET AUDIENCE • HOTEL • MEETINGS & EVENTS • WEDDINGS & SPECIAL OCCASIONS • GOLF • SPA • RESTAURANTS • COUPLES • FAMILES • INDIVIDUALS • CORPORATE
  • 3. FROM 2003 TO TODAY... THE GROVE - SEPTEMBER 2003 • LOTS OF AWARDS • SOCIAL MEDIA WAS IN ITS EARLY DAYS • BRANDS COULD DOMINATE OPINION • UGC SITES LIKE TRIPADVISOR WERE SEEN AS A WAY TOATTACK THE GROVE - TODAY • SOCIAL MEDIA IS FRONT OF MIND • BRANDS NO LONGER HAVE CONTROL • PEOPLE ARE TALKING ABOUT YOU, SHARING EXPERIENCES • PEOPLE USE SOCIAL MEDIA TO MAKE INFORMED DECISIONS
  • 4. TRIPADVISOR THE WORLD’S MOST INFLUENTIAL TRAVEL SITE • 260 million unique monthly visitors • 125 million reviews and opinions • 3.1 million accommodations, restaurants and attractions • 17 million traveller photos • 80 new contributions are posted every minute • 69 million people have downloaded the TripAdvisor app (28/min)
  • 5. WORKING WITH TRIPADVISOR IT CAN NOT BE IGNORED! • Engaged Management Centre • Invested in a TripAdvisor Business Listing • Respond to all reviews • Promote TripAdvisor logo across all collateral • Integrated with Facebook • Add Rave Review widget • Proactively seek new reviews
  • 6. REVIEW EXPRESS ONE OF FREE MARKETING TOOLS ON TRIPADVISOR • COLLECT GUEST DATA • SEGMENTATION • SET UP TEMPLATE • CUSTOMISE • TIMING
  • 8. POPULARITY INDEX 62% 80% 2012 2014 1% increase in online reputation led to a 0.89% increase in Average Daily Rate (ADR) Cornell University
  • 9. THE GOOD & THE BAD! THE GOOD • USER GENERATED CONTENT • BALANCED OPINION • FREE FEEDBACK • GREATER POSITIVITY • EXTREME REVIEWS CAN BE REMOVED THE BAD • RESPONDING CAN BE TIME CONSUMING • NO DIRECT CONTACT WITH TRIPADVISOR • SCORES TAKE TIME TO ADJUST • OPEN TO ABUSE, NO IDENTITY
  • 10. GOOD FOR BUSINESS? HOW IT HAS HELPED THE GROVE... • DIFFICULT TO MEASURE DIRECT REVENUE • GUEST ENGAGEMENT, ALL FEEDBACK WELCOMED • REVIEWS SHARED INTERNALLY • NEGATIVE REVIEWS IN DECLINE • THE GROVE’S REPUTATION HAS IMPROVED • SCORE IN-LINE WITH COMPETITORS ...STILL MORE TO BE DONE!
  • 11. ADVICE TO WORKING WITH TRIPADVISOR • DON’T EXPECT A PERSONAL SERVICE • CONSIDER IF BUSINESS LISTING IS RIGHT FOR YOU • INTEGRATE ACROSS ALL COMMUNICATIONS • TREAT IT NORMALLY • USE REVIEW EXPRESS • CHALLENGE UNFAIR REVIEWS Most of your guests will have had a good time, if they didn’t, you should be out of business!
  • 12. Tak! T: +44 (0)1923 296038 | E: rod.larman@thegrove.co.uk @TheGroveHotel WWW.THEGROVE.CO.UK