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Improve Your Online Reputation & TripAdvisor Performance

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Educational session given at Travel Exchange on Feb 2, 2016 in Atlanta. #TREX16

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Improve Your Online Reputation & TripAdvisor Performance

  1. 1. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com TREX2016 Improve Your Online Reputation & TripAdvisor Performance
  2. 2. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com [ 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
  3. 3. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com
  4. 4. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com [ 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%
  5. 5. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com Source: TripAdvisor, TripBarometer 2013 [ 2. The importance of reviews ]
  6. 6. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com [ 2. The importance of reviews ] Source: Hotel Reputation Benchmark Report 2014, Revinate
  7. 7. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com [ 2. The importance of reviews ] Source: Hotel Reputation Benchmark Report 2014, Revinate
  8. 8. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com [ 2. The importance of reviews ] Source: Hotel Reputation Benchmark Report 2014, Revinate
  9. 9. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com 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. [ 2. The importance of reviews ]
  10. 10. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com [ 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
  11. 11. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com [ 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
  12. 12. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com
  13. 13. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com
  14. 14. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com
  15. 15. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com 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
  16. 16. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com [ 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
  17. 17. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com
  18. 18. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com How Yelp algorithm works
  19. 19. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com [ 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
  20. 20. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com [ 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
  21. 21. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com Respond promptly
  22. 22. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com Use professional tone & manner
  23. 23. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com Put emphasis on positive & updates
  24. 24. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com 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
  25. 25. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com Be original
  26. 26. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com Show empathy & appreciation
  27. 27. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com Consider paid tactics
  28. 28. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com 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!
  29. 29. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com 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!
  30. 30. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com
  31. 31. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com Should you respond to every comment?
  32. 32. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com [ 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
  33. 33. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com 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? ]
  34. 34. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com Claim your venue
  35. 35. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com
  36. 36. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com
  37. 37. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com
  38. 38. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com
  39. 39. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com 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
  40. 40. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com Ask for comments and promote results
  41. 41. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com Online Reputation Management Tools
  42. 42. “Improve Your Online Reputation & TripAdvisorBy @gonzogonzo www.fredericgonzalo.com [ Questions / Comments? ] Contact me: frederic@gonzomarketing.biz or www.fredericgonzalo.com

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