HOTEL13-Tripadvisor Massimiliano Gallo

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Tripadvisor Best Practices
Massimiliano Gallo
Territory Manager France & Benelux / Business Listings
Antwerp, 16th of May 2013
4/29/13

user
contributions
every minute
businesses listed,
including 1.1+ million
accommodations
million
Unique
monthly
visitors*million
2
reviews and opinions
million
*Source: Google Analytics, worldwide data, January 2013

47 million TripAdvisor members
3
Members(millions)
0
5
10
15
20
25
30
35
40
45
50
Source: TripAdvisor internal data

America www.tripadvisor.com Italy www.tripadvisor.it
Argentina www.tripadvisor.com.ar Japan www.tripadvisor.jp
Australia www.tripadvisor.com.au Korea www.tripadvisor.co.kr
Brasil www.tripadvisor.com.br Malaysia www.tripadvisor.com.my
Canada www.tripadvisor.ca Mexico www.tripadvisor.com.mx
China www.daodao.com Norway no.tripadvisor.com
Denmark www.tripadvisor.dk Poland pl.tripadvisor.com
Egypt www.tripadvisor.com.eg Russia www.tripadvisor.ru
France www.tripadvisor.fr Singapore www.tripadvisor.com.sg
Germany www.tripadvisor.de Spain www.tripadvisor.es
Greece www.tripadvisor.com.gr Sweden www.tripadvisor.se
Holland nl.tripadvisor.com Taiwan www.tripadvisor.tw
India www.tripadvisor.in Thailand th.tripadvisor.com
Indonesia www.tripadvisor.co.id Turkey www.tripadvisor.com.tr
Ireland www.tripadvisor.ie UK www.tripadvisor.co.uk
Every property appears on 30 domains and in 21 languages
4

TripAdvisor reviews are largely positive
6% 6%
12%
29%
48%
1 2 3 4 5
Average Score is 4.08
Percentage of all ratings, December 2012
5

Your TripAdvisor
Management Centre
Create you account at www.tripadvisor.co.uk/Owners
Free tools to help you make the most of your
presence on TripAdvisor

http://www.tripadvisor.co.uk/Owners
Register in TripAdvisor Management Centre
Step 1
Search for and find your property.
Step 2
Fill in details and sign in.

9
Your description: An opportunity to differentiate
& manage the expectations of your guests

Photos & video – ‘the more, the better’
Primary photo

Get notified of new reviews

• Encourage more
reviews

Your website is your cheapest avenue to market:
So, keep people on your page!!

15

Management Responses
16
Why should you respond to reviews?
How should you respond to negative and
positive reviews?
How often should you respond to reviews?

A commissioned survey conducted by Forrester
Consulting on behalf of TripAdvisor, “2010 Q4
Forrester/TripAdvisor Custom Online Survey”
Seeing a management response to reviews
is important to me

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

If I was considering two comparable properties,
the presence of management responses on one would
sway me in its favor

20
Hotel’s right of reply:
Your word is final

21
An aggressive management response
to a bad review makes the hotel look worse

What is Business Listings
• Direct contact details on your
TripAdvisor property page
• Special Offers – attract
additional guests
• Announcements – highlight
your property
• Slideshow – show off your
property
• Exclusive additional features
in the Management
Dashboard
Get additional exposure and direct bookings for your hotel with:
22

Business Listings – Direct connection to bookers
Flexible display options:
• Hotel website
• Phone number
• E-mail hotel
• Hotel deals
• Hotel packages
• Virtual tour
Phone number Hotel website
E-mail hotelOffers &
Announcements
23

Connect with a mobile audience
Your direct contact links are also
displayed on TripAdvisor’s mobile
site and app.
• Available in 20 different languages.
• Compatible with all major mobile
phones and smart phones.
• Connect users to your direct
reservation line and website with
one touch of the screen.
2424

Property page
Special Offers: Additional exposure for your property
25

Coupon pop-up
All pop-ups include
property contact details to
encourage travelers to act
on your promotion.
26

Destination page
27

Search results
28

Map view
29

Reach additional travellers on mobile
30
Remember: Special Offer display on TripAdvisor websites is
included with the standard Business Listing subscription
30
• Display your Special Offer on
TripAdvisor’s mobile app and website
• For an extra fee, put your Special Offer in
front of 45 million additional unique
monthly users.

NEW! Property Dashboard
Reports
• Your Visitors
• Your Competitors
• Your City
• Visits to Page*
Put the power of TripAdvisor analytics to work for your business!
* Visits to Page not available to all subscribers
31

Business Listing Announcements
Announcements offer a powerful messaging platform that appears on your
property page and area search results.
• Update travelers about new
features or facilities or
promote special events
• Post an Announcement
alongside a Special Offer,
and your property will stand
out even more by giving
browsing travelers two
great reasons to click on
your listing
32

Slideshow Feature – Show off your property
• Displays property loaded
photos in professional slide
show*
• Photos will display with your
direct contact details and
special offer at the bottom of
the slideshow!
• Update regularly, according
to seasonality and marketing
needs
* Minimum of 5 property photos need to be loaded
33

“TripAdvisor drives a lot of business to our website
and that wouldn’t happen quite as easily and
seamlessly if we did not have the Business Listing.
Whilst guests spend a lot of time looking at reviews, if
you make it difficult for them to access your
information, they might not go there. So make it
really easy, make it one click away. For us, that’s
absolutely key to being on TripAdvisor.”
Robert Nadler, CEO, base2stay
34

Forrester Consulting Business Listings case study
35
• £58 in incremental bookings
for every dollar spent
• A very positive 4830% risk-
adjusted ROI
• Time to recoup investment:
1 month
• €81 in incremental bookings
for every Euro spent
• A 6815% 3-year risk
adjusted ROI
• Time to recoup investment:
1 week
Hotel 41
London, United Kingdom
mok’house B&B
Rome, Italy
In the TripAdvisor-commissioned study "The Total Economic Impact of TripAdvisor's Business Listings," conducted by Forrester Consulting, April 2011 and November 2012

Dallas Master Class
1. Register with the new Management Centre today– FREE!
2. Upload photos and video to TripAdvisor listing – FREE!
3. Use reminder tools to encourage guests to write reviews – FREE!
4. Sign up for new review notification and respond to select reviews – FREE!
5. Add TripAdvisor content to your website with badges and widgets – FREE!
6. Think about enhancing your presence on TripAdvisor through business listings
Key Points

Business Listings Promo Code
HOTEL13TA
Get 20% discount on the Business Listings
(valid until may the 31st 2013)
37
37

Dank u!
Massimiliano Gallo
Territory Manager France & Benelux / Business Listings

HOTEL13-Tripadvisor Massimiliano Gallo

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