BTO 2015 Side TWO | Giovedì 3 dicembre #1 Focus Hall TripAdvisor. The World of 14.20 : 15.10 http://www.buytourismonline.com http://www.buytourismonline.com/eventi/tripadvisor/ 50 minuti dedicati all’universo TripAdvisor. I nuovi trend individuati dalle loro ricerche (mobile, connected travelers, rilevanza crescente della destinazione, viaggi internazionali e altro), i nuovi studi sulla rilevanza della reputazione, sulla connessione tra hotel engagement e hotel performance (anche in termini di roi), e infine le azioni che influiscono positivamente sull’engagement. Keynote Speaker Gianluca Laterza – Territory Manager Southern and Eastern Europe TripAdvisor Introduzione, moderazione e conclusioni Robert Piattelli – Co-founder BTO Educational

1. Reputation and other trends
Presented by Gianluca Laterza, Territory Manager

2. *Source:GoogleAnalytics,averagemonthlyuniqueusers,Q22015;
doesnotincludetraffictodaodao.com
million
350
unique monthly visitors
million
90
TripAdvisor members
million
290
reviews and opinions
190contributions every minute

3. Source: comScore September 2015 3
155,590
144,103
72,597
56,823
50,005
32,985
20,097
19,155
18,118
16,126
15,036
14,524
14,464
14,342
14,332
13,698
13,220
12,873
12,814
10,491
10,460
10,301
10,268
9,915
8,173
0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000
TripAdvisor Media Group
TripAdvisor
Booking.com
Qunar
Ctrip.com International
Expedia
Hotels.com
Trivago Sites
Sohu Travel
Agoda
Skyscanner Sites
Despegar Sites
MSN Travel
Indian Railways
HomeAway
Yahoo Travel
Elong Sites
Airbnb
Kayak.com
eDreams
Ryanair
Priceline
MakeMyTrip
Southwest Airlines Co.
Jalan
TripAdvisor – Worldwide
TAMG remains the largest travel player worldwide
Note: For comparison purposes data above reflects Desktop only
TripAdvisor 20% of the Travel Market
TAMG 22% of the Travel Market

4. Source: comScore September 2015 4

5. 5
THE PROLIFERATION OF MOBILE USAGE WITH TRAVELERS

6. 6
215 MILLION TRAVELLERS
DOWNLOADED THE VARIOUS TRIPADVISOR APPS

7. Source: comScore July 2015
45%
How are you being searched?
55%

8. use mobile
while travelling91%
looking for
restaurants45%
reading
reviews32%
looking for
things to do37%
IN-DESTINATION
USE CASE IS HUGE
Source: GLOBAL tripbarometer 2014

9. INNOVATIVE
USE OF LOCATION

10. 10
THE CONNECTED TRAVELER

11. Source: comScore July 2015
TripBarometer’s Connected Traveler Study
*Data based on results from online survey of 10,261 accommodations and 34,016 travelers by TripAdvisor and Ipsos, collected
January-February 2015.
o “Connected Travelers” are defined as
those who have used their smartphone to
plan or book travel
o Part of the World’s largest accomodation
and traveler survey*

12. Emerging Marketing Have Higher Proportion of
Connected Travelers
If your guests tend to come from the following markets, you should
consider investing more in mobile markets
• Thailand – 65%
• China – 65%
• Brazil – 59%
• Indonesia – 59%
• Malaysia – 53%
• Italy – 49%
• USA – 48%
• India – 47%
• Australia – 47%
• Russia – 44%

13. Connected Traveler Trend #1
Source: TripBarometer 2015
77% say amenities are also influential during the decision process.
• Free in-room Wi-Fi – 74%
• Free breakfast – 60%
• In-room amenities – 58%
• Free shuttle service – 35%
• Staff who speak the traveller’s language – 35%
Price, travel reviews and convenient location are most
influential for travellers

14. Connected Traveler Trend #2
International Leisure Trips expected to increase by 15%
• Turkey – up 58%
• India – up 45%
• New Zealand – up 39%
• South Africa – up 38%
• Brazil – up 37%

15. Connected Traveler Trend #3
Local exploration is a main motivator for choosing destinations
When travellers worldwide were asked why they picked a particular destination,
many said that local activities, experiences and culture are highly
influential.
• It’s somewhere I’ve always wanted to go – 42%
• It suits the holiday activities I want – 33%
• There’s a particular attraction I want to visit – 33%
• I love exploring the area – 29%
• I love the local cuisine – 23%

16. Mobile Check-in
There’s room for improvement with mobile check-in.
34% of the smartphone-loving Connected
Travelers audience wants a mobile check-in option.
Yet only 11% of lodgings offer this option that saves time
for both guests and front desk staff.

17. of global travellers say reviews are
influential when choosing where to book89%
of global hoteliers say reviews are
influential in generating bookings96%
Source: TripBarometer by TripAdvisor, April 2014
* Data was collected February – March 2014, based on an online survey of 10,370 representatives from accommodations in the TripAdvisor database, weighted equally by country, and 50,637 TripAdvisor website users and Ipsos online panelists
who have researched their travel plans online in the last year, weighted to the known profile of the online population. Further details can be found in the TripBarometer global report.

18. 18
HOW HOTEL ENGAGEMENT DRIVES RESULTS

19. 19
Highly engaged hotels see more results on TripAdvisor
What makes a hotel highly engaged on TripAdvisor?
• At least one active, verified owner
• 10+ Management Photos on their listings
• 25%+ of reviews receive a Management Response
How highly engaged hotels perform over others:
Atmosphere Research Group study links engagement and performance
Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015

20. 20
Hotels that ask for reviews perform even better
Highly engaged hotels that prompt every guest to write a review with tools like the
TripAdvisor Review Collection Platform (RCP) see:
• Up to 80% more reviews per month over previous numbers
• POP ranking visibility to 3 of every 4 travelers exploring their markets
Other key performance metrics of highly engaged hotels using RCP:
Systematic review collection amplifies “Virtuous Circle” benefits
Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015

21. The
“Virtuous
Circle” of Guest
Engagement
Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015

22. Source: comScore July 2015
How to engage: Best Practices
1. Look after your listing (photos, videos, description)
2. Post appropriate responses to reviews
3. Encourage reviews

23. Source: Independent PhoCusWright study “Custom Survey Research Engagement”, September 2015
Reviews influence traveller decisions
23
of respondents say an
appropriate management
response to a bad review
improves my impression of
the hotel.
85%
of respondents say seeing a
hotel management response
to reviews makes me
believe that it cares more
about its guests.
80%

24. Source: comScore July 2015
Management Responses: Best Practices
1. Appoint the right person
2. Say “thank you”
3. Respond promptly (but sometime take your time)
4. Avoid controversy (aggressive or defensive approach)
5. Do not reiterate negatives
6. Highlight positives
7. Address specific complaints
8. Be original (use irony and creativity)

25. Source: comScore July 2015
Anatomy of a good response
THANKS
FOLLOWS
UP
APOLOGIZES
REINFORCES POSITIVE
INVITES
BACK
DEMONSTRATES IMPORTANCE OF GUEST FEEDBACK

26. Source: comScore July 2015
A good reputation has deep roots
1. Identify your target
2. Manage expectations
3. Establish and manage relations
4. Offer high quality service

27. 27