In this session we will looked at the true essence of customer service in 2016 as we delve into online reputation management and making the most of Trip Advisor. key learning outcomes for participants during our time together included: - Introduction to Trip Advisor - Online reputation strategies - Power of Trip Advisor email marketing & the trip Advisor impact on organic search - Trip advisor reviews and how to respond to positive and negative ones - How to use Trip advisor tools to get more reviews Twitter: www.twitter.com/desikaratzias Facebook: www.facebook.com/despinakaratzias Google+: https://plus.google.com/+DespinaKaratzias Instagram: https://instagram.com/desikaratzias/ LinkedIn: https://au.linkedin.com/in/despinakartzias Pinterest: https://www.pinterest.com/desikaratzias/ YouTube: https://www.youtube.com/user/despinakaratzias Join over 250 tourism professionals in private Your Tourism Excellence Facebook Group: https://www.facebook.com/groups/1421741554754291/

6. What we will cover:
- Why does this matter?

7. What we will cover:
- Why does this matter?
- Online reputation strategies

8. What we will cover:
- Why does this matter?
- Online reputation strategies
- Power of Trip Advisor email marketing & the
trip Advisor impact on organic search

9. What we will cover:
- Why does this matter?
- Online reputation strategies
- Power of Trip Advisor email marketing & the
trip Advisor impact on organic search
- Trip advisor reviews and how to respond to
them?

10. What we will cover:
• Why does this matter?
• Online reputation strategies
• Power of Trip Advisor email marketing & the
trip Advisor impact on organic search
• Trip advisor reviews and how to respond to
them?
• What other review sites should we pay
attention too?

12. http://www.tourismtribe.com/athoc/

13. Benefits of joining Tourism
Tribe:
• Part of a community of over 300 tourism busin
• 24/7 access to digital marketing
resources, training and experts
• Participate in online training sessions
exclusive to members
• Opportunities to network and collaborate

14. WHY?

15. 96% of travellers start their
planning with a search online
Source: 2012 Google Study

16. Travellers more likely to see
what others say about your
hotel before what you have to
say about your hotel

17. Your reviews and online
reputation is one of the upmost
criteria for making a final
decision

18. Higher ratings means you have
a good reputation automatically
driving demand

19. According to TripAdvisor, 93%
of people find reviews
important when choosing hotels

20. 53% would not book a hotel
without having a guest opinion

21. Your online reputation needs to
become an essential part of
your marketing mix

22. Online Reputation Management
22

23. •
“Sensis Social Media Report revealed 74%
of social media users read online reviews
before making a purchase.”
23

24. Trust is in the consumer
24

25. Best way to get reviews
25

26. 26

27. Do you know what people are saying
about you online?
“No longer acceptable to have a few great
reviews on one platform and expect
everyone will read there.”
27

28. Monitor your feedback
28

29. Let’s take a look at Cambridge Hotel

30. How to monitor your feedback
•
www.Google.com/alerts
1. Enter terms “if more than 2 words”
2. Confirm your email
3. Will be delivered to your email
30

31. How can I assess and respond?
1. Who – Who responds, who reviewed
2. What – What was it about? What are we
going to do about it
3. Where – Which medium did it appear?
4. When – Posted, found, responded to
5. How – How will we respond
31

32. FAQs
1. Shall I respond to every review?
2. I have received a negative review which wasn’t
justified, can I remove it?
3. Can I pay or reward people who leave reviews?
4. Do I have to pay to be listed on online reviews?
32

33. Honesty, Integrity, Excellence
33
ADDITIONAL RESOURCE:
ACCC WHAT YOU NEED TO KNOW: Online Reviews-a guide for business and review platforms

34. 34

35. Key Learning Outcomes:
 What TripAdvisor is and how it can
benefit your tourism business
 Why you can’t afford to ignore it
 How to make the most of your listing
 How to deal with negative reviews
 How to encourage reviews, particularly
positive ones
35

36. What is TripAdvisor?
www.tripadvisor.com.au
36
TripAdvisor is a website that
contains advice, opinions,
reviews and information on
travel destinations and related
products and services
worldwide.

37. Some Facts & Stats
37
 320 Million review globally
 6.2 million businesses across 128k
destinations
 More than 53 Mil candid traveller photos
 200 New contributions posted per minute
 More than 85% of questions are replied to
by other travellers

38. TripAdvisor Mobile
38
 Users have downloaded the app more
than 290 Million times
 Nearly 50% of users visited TA via tablet
or phone

39. TripAdvisor Mobile Innovation
39
 “Near Me Now” find nearby restaurants,
attractions and hotels on the go
 “Offline Feature” Allows travellers to
download TA reviews, photos and city
maps
 “Neighbourhoods” Allows TA users to
discover and explore neighbourhoods
within popular tourist destinations

40. How does TripAdvisor work?
 Built on user-generated content
 Reviews and tips posted by registered
users
 Registered business owners can respond
to reviews
 Used as a resource by travellers to
inform their decisions
40

41. TripAdvisor Features
 Instant booking via global partners
including Expedia, Orbitz, Travelocity,
hotels.com, Booking.com
 Hotel comparison allowing for real-time
hotel room prices and availability
 Tours feature presented with up to 3 tour
options via Viator
 Forums enables members to ask for and
share their experience
41

42. How does TripAdvisor work?
 Ranks destinations, restaurants, hotels
and other travel related products
 Products/services ranked on the site
within their category and location based
on the number of overall positive
reviews
42

43. Is it valuable?
43

44. 44
LakeCrackenback Resort & Spa
http://www.lakecrackenback.com.au/

45. Why does TripAdvisor work?
 People place an enormous value on
customer reviews and like to see them
before they purchase
 Increasingly we trust peer reviews more
than traditional forms of advertising
 TripAdvisor facilitates this sharing of
experiences
45

46. Reputation Management
46

47. Management Centre
47

48. Management Centre
48

49. Benefits of TripAdvisor
 Exposure on one of the largest travel
review websites
 Connect to the 60 million visitors per
month who use the site
 Free to use (unless you sign up for a
paid listing)
 User-friendly and quick to set up
49

50. Benefits of TripAdvisor
 Registered business owners can respond
to reviews of their product
 A business listing with regular positive
reviews is a cost effective, efficient and
credible way to reach potential customers
 Feedback helps to identify any
improvements that could be made
50

51. You can’t ignore it!
 Even if you have not registered your
business on TripAdvisor, anyone can request
that a listing be created for your business so
they can review it.
 It makes sense to at least monitor reviews of
your business and respond where
appropriate.
51

52. TripAdvisor on your website
 Have TripAdvisor reviews appear on
your own site to:
 keep potential customers on your site
 give them confidence to book with you
 Embed (place) the content using a
‘widget’, a small application.
52

53. TripAdvisor on your website
 The content will then appear twice: on
TripAdvisor and on your website.
 To do this you will need access to your
files or use your content management
system (CMS).
53

54. Dealing with Negative Reviews
 Average reviewer not average customer
 More likely to review if very happy or
dissatisfied although reviewing is becoming
more mainstream
 Users are most interested in a ‘typical’
experience rather than the odd negative
review
54

55. Dealing with Negative Reviews
 Most interested in how you handle a
complaint rather than what one unhappy
customer has said.
 Negative reviews should be responded to
promptly, following the social media
protocols you hopefully have in place.
55

56. 56

57. Dealing with Negative Reviews
 Remain courteous and professional
 Stick to the facts - don’t get personal
 Thank the reviewer for providing feedback
 Explain what is being done to rectify the
issue
 Responses must meet TripAdvisor policy or
they won’t be published
57

58. More reviews lead to higher ratings
58

59. Reviews are mostly positive
59

60. Be proactive
“Minimise the impact of negative reviews
by showing your product in a very
positive light – use photos, videos and
descriptions as part of your listing.”
60

61. New Feature – review express
61

62. Management responses matter
62

63. Management responses matter
63

64. 64

65. Dealing with Negative Reviews
 Potential for reviews that are unfair or
exaggerated – no different from a visitor
book but these are very public!
 You can ask TripAdvisor to investigate
and remove reviews if they are
defamatory.
65

66. Encouraging more reviews
 More reviews = more accurate overall
picture of your business.
 Ask customers to write a review for you
as a matter of course:
• when checking out
• follow-up email to them including a link to
your listing on TripAdvisor
66

67. Encouraging more reviews
 Ensure your listing is easy to find - check
your details are correct and add photos,
videos and descriptions.
 Offering money or inducements for reviews
is against TripAdvisor policy.
 DON’T FORGET YOUR WEBSITE
67

68. Visual love into your listing
68

69. More positive reviews
 Maximise likelihood of positive reviews
through exceeding customer
expectations.
 Give your customers the opportunity to
bring any negative feedback to your
attention during their visit.
 Resolve issues before they share online.
69

70. Trip Advisors Algorithm
Trip Advisor only discloses 3 key ingredients
to the algorithm:
1. The quality
2. The recency
3. Quantity of reviews
70

71. Summary
71
 TripAdvisor is the most popular reputation
management tool for tourism businesses -
allows both sides of the story to be told.
 You don’t have to register your business on
TripAdvisor to already have a profile – you
can’t avoid participation!
 Responding to negative reviews promptly is
vital

72. QUESTIONS?

73. Did you love this session
https://www.facebook.com/DespinaKaratzias/reviews
“If you never ask the answer will
always be NO”

74. Don’t forget your FREE membership
http://www.tourismtribe.com/athoc/