In this presentation we share the latest statistics and trends into online reputation management for the travel industry. We find that much of the industry is thinking, if they just ignore bad reviews, they might go away. Unfortunately what people say about your destination or tourism business online is there forever. In the old days, bad word of mouth might be forgotten, these days, it is there for all to see. There are ways to manage good and bad reviews. It can seriously impact your travel brand. There are some compelling statistics and research in this report where we demonstrate the influence reviews have on traveller decision making

1. Review sites, managing your online presence and why the travel
industry should care. By MyTravelResearch.com: Bronwyn White

2. Review sites
Time to be proactive
• Passionate topic, continued source of debate
– We are constantly asked
– Amongst discussion in Linkedin groups
• Research shows, regardless of opinion, customers do take online reviews into consideration
when they are planning travel
– We probably need to start taking our heads out of the sand…
• ACCC taking action
– Principle 1—Be transparent about commercial relationships
– Principle 2—Do not post or publish misleading reviews:
– Principle 3—The omission or editing of reviews may be misleading

3. Take control of your brand
“Your online identity is determined not only by
what you post, but also by what others post
about you — whether a mention in a blog
post, a photo tag or a reply to a public status
update,” - Google
• We don’t have the choice any more in whether or not we manager our online
reputation or ‘engage’ with Tripadvisor with the proliferation of review sites

4. WHY YOU SHOULD CARE

5. Why you should care
The latest stats
“Despite widespread suspicions on the part of travel
professionals that user review websites are peppered
with fakery and fiction, such sites are growing in
popularity and influence among consumers”
Travel Weekly Consumer Trends Survey, July 1013
Travel Weekly Consumer Trends Survey, June 2013 (USA), Consumer Trends 2013: Strong growth for review websites http://www.travelweekly.com/Travel-
News/Online-Travel/Doubts-not-diminishing-user-review-sites-growth/

6. As businesses / destinations, we can argue
about whether or not to take notice, but it is
not about us…
Travel Weekly Consumer Trends Survey, June 2013 (USA)
Like it or not,
97% of those
who consult
review sites
while planning
their travel are
swayed by user
reviews to some
degree

7. …From influence to trust
Tripadvisor presentation. Source: Nielson “Consumer trust in online, social and mobile advertising grows” April 2012

8. More interesting insight…
• Users of review sites, tend to both earn
more and spend more on travel
• Reviews have a far greater influence on
hotel bookings than airlines, cruises, car
rentals
• The rise in the use of travel review sites,
coincides with an increase in activity on
general-use social media sites in general
– People are increasing usage and
membership of social media sites
Travel Weekly Consumer Trends Survey, June 2013 (USA), Consumer Trends 2013: Strong growth for review websites http://www.travelweekly.com/Travel-
News/Online-Travel/Doubts-not-diminishing-user-review-sites-growth/

9. Time to give review sites ‘ a big hug ‘
The big brands are…
“ …You have to be honest with yourself, that’s number one. And for someone to have
taken the time (to review), …that’s important…
“Guests have the right to make a comment, and you need to understand that it is our
responsibility to look at these sites and these comments and get back to the people.
If there is any issue positive or negative you should take that time to reply”.
Ken Minnikin, Head of Marketing, Mantra Group
http://www.mytravelresearch.com/how-the-mantra-group-increases-occupancy-rates-visitation-levels-and-customer-satisfaction/

10. “WHERE DO I START”
We hear it a lot

11. How to manage your online reputation
1. Manage your online reputation – find out what they are saying:
– Do a search on your own business / region / destination
– Google alerts
– Look through directories
– Social media
– Tripadvisor

12. How to manage your online reputation
2. Claim / add your business
– On as many business directories as possible
– Upload logos and fantastic photo’s (save photo’s as keywords)
– Correct name address phone
– Keyword rich description – but use natural language / how you would talk
– Ensure business is listed in the correct categories
– More credible for search engines
– Give trust in your online presence
– More traction in search results

13. How to manage your online reputation
3. Ask your customers to write reviews and continue to engage:
– Ask them to Check in:
• 4 square
• Facebook
– Keep the conversation going on social media
– Involve them in decisions, the future
– Make a commitment to manage the channels and your online presence and
reputation:
• Social media
• Comments
• Posts
• reviews

14. How to manage reviews
Why should we reply?
• By not replying or acknowledging reviews…you are telling your customers you
don’t care
• It is also good for business. Cornell’s School of Hotel Administration concluded in
research that a 10% change in review grades may result in well over a 10% swing in
the revenue a hotelier takes in per room
• Implementing risk management for the potential buyer – they are more likely to
gauge if their expectations will be met if they can read reviews
Consumer Trends 2013: Strong growth for review websites http://www.travelweekly.com/Travel-News/Online-Travel/Doubts-not-diminishing-user-review-sites-growth/
“…it is not just the review, but the response from the hotel’s management to reviews
that help inform a guest’s booking decision” Melissa Pogue, Starwood

15. How to manage reviews
Negative reviews
• Always respond. By not responding, you are saying you don’t care and validating the poor
review
• Respond as though you are aware and care about what is being said about you online
• Respond positively (not negative)
– A negative response can be perceived as though you are starting an argument
– By being negative, you are validating the reviewers negative experience
– By being positive you are portraying that the problem potentially resides with the
customer, not your business
• Take responsibility
• Offer to take the complaint offline
• Best possible case would be for the customer to respond to your service recovery response
online
http://www.mytravelresearch.com/how-the-mantra-group-increases-occupancy-rates-visitation-levels-and-customer-satisfaction/
“take the emotion out of it because you can go too far defending
yourself. Just try and understand what the particular issue is.”
Ken Minnikin, Head of Marketing, Mantra Group

16. How to reply
Positive reviews
• Respond, you are paying attention to the conversation
• Looks like you are aware and you care
• Reply with gratitude
• Showing engagement with your customer only reinforces positive brand attributes

17. TRIPADVISOR
Profile of the Tripadvisor reviewer – Asia Pacific

18. Research, complements of Tripadvisor

19. Research, complements of Tripadvisor

20. Tripadvisor user profile
Audience: Asia, South East Asia, Oceania & Subcontinent
Research, complements of Tripadvisor

21. Research, complements of Tripadvisor

22. Review sites
• Are here to stay
• Do influence decision making
• Play an important part in building your brand and building your ever expanding
online presence