Improve Your Online Reputation & TripAdvisor Performance

“Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com
TREX2016
Improve Your Online Reputation &
TripAdvisor Performance

[ Agenda ]
1. The role of online reputation in your marketing mix
2. The growing importance of review sites
3. TripAdvisor & Yelp
4. Seven tips for best-in-class responses
5. Next steps in managing your online reputation

[ 1. The role of online reputation ]
The five biggest areas for investment increases in 2015,
in the hotel industry:
1. Online Reputation Management – 60%
2. Small scale renovations – 53%
3. Marketing / Advertising – 51%
4. Traffic acquisition (SEO/SEM) – 50%
5. Staff training – 47%

Source: TripAdvisor, TripBarometer 2013
[ 2. The importance of reviews ]

Source: Hotel Reputation Benchmark Report 2014, Revinate

1. 46% identify review sites as most important source to
decide which hotel to book. 28% mention the hotel site,
while friends & relatives represent 20%.
2. 70% of respondents read up to 20 reviews.
3. More than 1 in 6 users will read between 21-30 reviews.
4. For more than 70% of respondents, reviews were accurate
according to hotel reality.

[ 3. About TripAdvisor ]
• More than 350M unique visitors per month
• 290+ million reviews posted by 67 million
active users
• Properties with 100+ photos see an
increase of +151% in engagement
• Direct relationship between TA ranking
and RevPAR

How TA algorithm works
Your ranking on TripAdvisor is calculated by
a sophisticated algorithm focusing mostly on
3 variables:
1. Quantity of comments
2. Quality of comments(positive versus
negative ratio)
3. Recency of comments

[ 3. About Yelp ]
• 135+M monthly unique visitors (89M on
mobile devices)
• Over 90 million local reviews
• Locally-based, last-minute focus:
restaurants, boutiques, retail, professional
services, etc.
• Direct relationship between Yelp score
and business traffic

How Yelp algorithm works

[ 4. Seven tips for best-in-class response ]
1. Respond promptly
2. Use professional tone & manner
3. Put emphasis on positive & updates
4. Respect private life
5. Be original
6. Show empathy & appreciation
7. Consider paid tactics

Respond promptly

Use professional tone & manner

Put emphasis on positive & updates

Respect privacy
Be mindful not to share confidential information about the customer and stick
to what is available on TripAdvisor, i.e. person’s avatar. It’s therefore
important not to dispell:
- Personal details about the stay or experience
- Phone number or email address
- Any other personal elements taken outside of TA context

Be original

Show empathy & appreciation

Consider paid tactics

4 golden rules to responding
When addressing a negative comment:
1. Thank the client for taking time to share a review
2. Apologize for situation or event that took place
3. Address specifically what you can and will do to
correct the mentioned situation or how it can be
mitigated in the future
4. Invite client once again – try to get a second chance to
make a good first impression!

4 golden rules to responding
When addressing a positive comment:
1. Thank the client for taking time to share a review
2. Acknowledge the kudos and pass on to staff, if
applicable
3. Spin brand values and why such comments are
appreciated
4. Invite client once again – it’s cheaper(and wiser) to
bank on repeat business than always acquiring!

Should you respond to every comment?

1. Claim your venue / account
2. Include review sites in your action plan
and strategy
3. Ask for comments and promote your
results
[ 4. What’s next? ]

Claim your venue

Include review sites in your strategy
This means…
• Allocating times and resources to manage
review sites prioritized as per your brand,
product or service
• Promote internally and externally
• Train your employees accordingly

Ask for comments and promote results

Online Reputation Management Tools

[ Questions / Comments? ]
Contact me: frederic@gonzomarketing.biz or www.fredericgonzalo.com

Improve Your Online Reputation & TripAdvisor Performance

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Improve Your Online Reputation & TripAdvisor Performance