How to manage your online reputation

1. Bermuda Travel Summit
Managing Your Online Reputation: Part 1
Steven Paganelli, CDME
Head of Destination Marketing, Americas

2. user contributions
every minute
unique monthly visitors*
million
reviews and opinions
million
*Source: Google Analytics, average monthly unique users, Q3 2014; does not include traffic to daodao.com
TripAdvisor members
million

3. people view TripAdvisor content on sites
other than TripAdvisor each month
500 million

4. TripAdvisor mobile: Strong and growing audience
28
downloads a
minute
92
city guides
25
languages
In Q3 2014, 150 million
travelers downloaded the
TripAdvisor apps.
Source: TripAdvisor log files. Downloads include TripAdvisor, City Guides, Jetsetter, Gate Guru and City Guru apps
Traffic includes tablet and phone

5. 5
Reach potential visitors worldwide
Percentage of traffic (comScore, August 2014)
Europe 44% Latin America 9%
North America 39% Middle East
& Africa
4%
APAC 22%

7. Bermuda on TripAdvisor
Bermuda Content on TripAdvisor:
o 93 Hotels & Accommodations Listed
o 303 Things to Do Listed
o 170 Restaurants Listed
o 6,996 Topics Discussed in Forums
o 1,218+ Traveler Photos

8. TripAdvisor Users & Bermuda
2014 Bermuda Traffic on TripAdvisor:
o Unique Users – 2.3 million
o Page Views – 6.5 million
Top 5 Country Markets
o United States
o Canada
o United Kingdom
o Italy
o China
o Germany
o France
o Australia
o Brazil
o Spain
Top 10 US Markets
o New York
o Massachusetts
o New Jersey
o Pennsylvania
o Virginia
o Florida
o Connecticut
o California
o Maryland
o North Carolina

9. What is the ROI
of social media?

10. Do reviews really matter?
of global travelers 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.

11. Guests are visiting TripAdvisor more
frequently prior to booking
Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.
Overall Reputation Management Impacts your Bottom Line
Properties with stronger reputations
across all channels perform better overall
Higher review scores allow hotels to charge
up to 11.2% more while maintaining
occupancy rates

12. Reviews encourage travelers to spend more
• If prices are the same,
users are 3.9 times more
likely to choose a hotel with
higher review scores
• When prices are increased
for those hotels with higher
review scores, people are
still likely to book
• 76% of customers were
willing to pay more for a
hotel with higher review
scores
Source: “The Effect of Reviews on Hotel Conversion Rates and Pricing,” TrustYou, September 2014

13. Respondents are most likely
to focus on recent reviews to
get the freshest perspective
Globally, half of TripAdvisor
users reference TripAdvisor
reviews before booking a hotel
80% read at least 6-12 reviews
before making a decision
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.

14. Reviews matter: When researching
restaurants or local attractions on
TripAdvisor, 1 in 5 (20%) users read
11+ reviews before making decision.
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.

15. At least
once a week
12%
More than
once a week
26%
A few times
a month
29%
How often survey respondents use
TripAdvisor
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.

16. More than 80% of TripAdvisor travelers feel that
TripAdvisor reviews help them
feel more confident in their
travel decisions and
have a better trip
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.

17. TAKE CONTROL

18. Use the Management Center
www.tripadvisor.com/owners

19. www.tripadvisor.com/Owners
Step 1
Search for and find your organization.
Step 2
Fill in details and sign in.
Register to get started

20. NEW DATA! Factors driving the most traveler engagement
on listings pages:
Number of photos
Methodology
1For the purpose of this study, TripAdvisor analyzed data for a sample of accommodation properties from the 25 most reviewed cities* on the site from 7 July to 7 August, 2014.
The study reveals how review ratings change based on management response rates and the level of traveler engagement (defined as page views per session and booking
enquiry clicks) relative to various content factors such as the number of reviews, photos, videos and rate of review responses from management.
*Cities included in study sample are: London, Rome, Paris, New York City, Las Vegas, Barcelona, Orlando, Milan, Florence, Bangkok, San Francisco, Istanbul, Amsterdam,
Berlin, Madrid, Prague, Edinburgh, Venice, Chicago, Buenos Aires, Singapore, Dublin, Marrakech, New Orleans.
(ranked by level of impact on traveler engagement1)
Number of reviews in the past year
Total number of reviews
Management responses in the past year

21. EMBRACE
FEEDBACK

22. Cornell Research: More reviews lead to higher ratings
“Online Customer Reviews of Hotels: As Participation
Increases, Better Evaluation Is Obtained”
• Early reviews for accommodations tend to skew negative
• However, as reviews increase, ratings become more positive
– Terrible (rating of 1) reviews decrease by more than half
– Excellent reviews grow by half
• Positive reviews are more common than negative reviews
– Examined over 1.28 million reviews
• More than 70% had a rating of 4 or 5
• Only 15% had a rating of 1 or 2
Source: “Online Customer Reviews of Hotels: As Participation Increases, Better Evaluation Is Obtained.”
Santiago Melián-González, Jacques Bulchand-Gidumal and Beatriz González López-Valcárcel. Cornell Hospitality Quarterly. March 2013.

23. TripAdvisor reviews are largely positive
Source: TripAdvisor. Percentage of all ratings, January 2014
48%
30%
12%
5%
5%
Average Review Score:
4.12

24. Accommodations
4.45 vs. 4.37
3.5%
BERMUDA REVIEW AVERAGES: 2014 vs. 2013
Eateries
4.22 vs. 4.17
3.2%
Attractions
4.50 vs. 4.46
3.5%

25. Key factors that influence your popularity
QUALITY

26. Key factors that influence your popularity
RECENT REVIEWS

27. Key factors that influence your popularity
QUANTITY

28. Track performance with Review Metrix

29. Track performance with Review Metrix

30. Use the Property Snapshot
• Ratings
• Rankings
• Review, photo and top
comments activity
Key metrics to measure day-
to-day performance

31. 31
ENCOURAGE
FEEDBACK

32. Review Express
Easier than ever to ask guests to write a review on TripAdvisor!
• Engage with guests after they
have stayed to encourage
valuable feedback for your
business
• Use customizable templates to
easily email recent guests
• Use campaign dashboard to
monitor incoming reviews and
optimize campaigns
• It’s FREE!

33. • Located in Edinburgh
• Started using automated
Review Express a few
months ago
• “Went from 1 review a
month to 3-4 per week”
• Thistle Residence’s
popularity on TripAdvisor
has been on the rise
Review Express Case Study: Thistle Residence,
Quartermile Apartments

34. • Located in Asheville, NC
• Review Express delivers
more than half of their
reviews
• Those reviews contribute
to TripAdvisor referring
20% of their customers
• Using Review Express
takes them less than 10
minutes a week
• Moved from the bottom of
the popularity rankings to
the top 3
Review Express Case Study: BREW-ed Brewery &
History Walking Tours

35. organizations have used
Review Express to date
47,000+
33%
increase in reviews overall after
using Review Express regularly

36.  Confirm guests’ email addresses as they arrive
or leave
 Send Review Express emails regularly every
week
 Try to reach guests sooner, rather than later
(within a few days of visit)
 Send earlier in the week and try to avoid
weekends and holidays
 More you send, more likely you will get a
review!
Tips for using Review Express

37. unique domains
feature TripAdvisor
widgets on their site105,000

38. SPEAK UP

39. Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013
Management Responses influence traveler decisions
of respondents say an
appropriate management
response to a bad review
improves my impression of
the hotel.
87%of respondents say seeing a
hotel management
response to reviews makes
me believe that it cares
more about its guests.
77%

40. NEW DATA! Strong correlation between average review
rating and rate of management responses
Management
Response Rate Ave Review Rating
(out of 5 bubbles)
0% 3.81
5%-40%
40%-65%
65+%
4.04
4.05
4.15

41. NEW DATA!
Hotels providing a
management
response to reviews
are 21 percent more
likely to receive a
booking inquiry via
TripAdvisor than those
who don’t respond to
any reviews.
And properties that respond to over 50 percent of their reviews increase their
likelihood of receiving a booking inquiry by 24 percent.
(Compared to properties that do not respond to reviews)

42. Management Responses: Best Practices
1. Sign up for review notification emails
2. Read our guidelines
3. Respond promptly
4. Say “thank you”
5. Be original in reply
6. Highlight positives
7. Address specific complaints
8. Be polite and professional

43. Management Responses: Real Life

44. Question and Answers: Engage before the stay
• Provide timely answers to
questions travelers ask
before they book – and
help influence that booking
decision
• Introduce yourself and
demonstrate your
commitment to guests
• Set guests’ expectations
• Accommodations receive
email notification when
new question is asked
• Questions can be
answered via your
property page

45. Q&A case study: The Venetian, Las Vegas
• Manages Q&A with
the same team that
monitors TripAdvisor
reviews
• Uses Q&A to connect
with guests before
they arrive
• Typically answers
within 24 hours
• Tries to avoid saying
“no” without offering a
solution

46. PAINT YOUR PICTURE

47. Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013
73% of TripAdvisor
users use photos
from other travelers
to help them make a
decision

48. NEW! Big Photo display
Showcase your property
• Photo-centric page layout engages potential guests
• Easy upload process
• Big Photo must be at least 1024 x 340 pixels
• Image can be updated regularly to provide travelers with fresh content

49. Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013

50. New! Just for You feature
How it works
• Travelers search for
hotels by destination
and filter results based
on travel preferences
(style, location,
amenities, etc.)
• TripAdvisor algorithm
factors in traveler’s prior
TripAdvisor research
and reviews
• Personalized results are
provided to help
travelers find the best
hotel based on their
needs and interests

51. New! Just for You feature
Benefits to hoteliers
Tip: Ensure your amenities are up to date
via the hotel listing page in the
Management Center
• A personalized and
convenient way to pair
travelers with the hotels
that best fit their own
travel needs
• Another way to highlight
your guest amenities
• Gives travelers another
highly relevant way to
find your hotel

52. SING YOUR
PRAISES

53. How to promote your awards
• Add the emblem to your
website
• Display your award at your
business
• Issue a press release
• Contact your local media
• Post your award on
Facebook and other social
media outlets
• Celebrate with past guests

55. of TripAdvisor
members
surveyed say they
are more likely to
use a business
with a TripAdvisor
endorsement on
display
75%
Order your TripAdvisor sticker
Visit your Management Center’s “Free marketing tools” section
Source: "TripAdvisor Member Survey, October 2012

56. • Received responses from more than 53,000 travelers and
hoteliers from around the world
• Reveals the motivations behind travelers’ vacation choices
• Reports emotional differences at the various stages of a
vacation and post-trip
• Conducted on behalf of TripAdvisor by independent research firm
• Twice-annual study
www.tripadvisor.com/TripBarometer

57. TripBarometer: The Pre-Trip Phase

58. What motivates us to travel?
“Enhancing perspective” drives 71% of global travelers to
vacation. Here’s what sets us apart:
LATIN AMERICANS
travel to meet new
people.
AFRICANS
want to feel
special and
pampered.
EUROPEANS
want to brag about
enviable experiences.
MIDDLE EASTERNERS
go away to experience local life.
ASIANS
really fall for exhilarating
experiences.
AUSTRALIANS
seek out memorable
moments.
NORTH AMERICANS
want to strengthen
relationships with
close ones.

59. Different generations, same motivations
Millennials and
retirees share 7 out
of 8 travel motivators,
and are especially
aligned about wanting
to enhance
perspective, feel
liberated and
immerse themselves
in local culture.
The one difference:
Millennials crave
excitement.

60. Hook travelers when they’re excited
54% of travelers
are excited when
booking travel. But
only 15% of
businesses try to
make guests feel
like the vacation has
already begun, and
only 27% provide
travel suggestions
before arrival.

61. • Optimize the booking email by including list
of local events and notes about local culture,
local favorite dishes, etc.
• Increase pre-trip communications
• Segment marketing to tailor to millennials,
36% of whom are looking for excitement
Pre-Trip Tips

62. TripBarometer: The Trip Phase

63. Trading exciting for fulfillment
How global travelers feel during vacation
Booking Arrival Stay Departure Home
54%
69%
55%
55%
31%
11% 9%
12%
19%
26%
47%
45%
7%
11%
24%
20%
25%
Closer to
loved ones
Excited

64. • Incorporate decorations, amenities and services
that are relevant to your locale and culture
• Offer unique experiences
• Customize outings
• Provide staff picks for restaurants and
attractions
• Poll guests at check-out on their favorite
aspects of their experience with you
Tips for During the Trip

65. TripBarometer: The Post-Trip Phase

66. Travel leads to cultural enrichment
Returning from vacation inspires travelers to:
Be more
tolerant of
others
Learn new
language/skill
Explore
their own
city more
Focus
more on
relationships
Become
more
spiritual
45%
49%
37%
30%
34%
41%
23%
31%
13%
16%
Global
USA

67. Don’t put away the suitcase just yet
66% of travelers are prompted to plan another trip
after returning home from vacation, with the USA
the most popular to follow up destination.
Travelers most likely to
plan a new trip right away: Brazilians Australians The British

68. Repeat after them
Properties with a 75%+ repeat guest rate tend to:
Reassure
guests about
booking
Start building
relationship
Give
exceptional
service
Build lasting
relationship
48% 34% 49%
BOOKING
48%
PRE-STAY DURING STAY POST-STAY

69. • Strengthen relationships with guests by adding
cultural nuggets, recipes or anecdotes to emails
to inspire repeat visits
• At conclusion of guest’s visit, slip a
personalized letter under guest’s door or with
their bill offering perks for a return visit
• Prompt guests to share stories of their trip,
engagement/wedding, etc. on TripAdvisor,
Facebook, Twitter, and other social channels
Tips for Post-Stay

70. TripAdvisor Insights
www.TripAdvisor.com/TripAdvisorInsights
7
0

71. Key Business Listings Contacts
617.600.0413 Americas Newton Marketing Acquisition Local
888.670.9230 Americas Newton Marketing Acquisition Toll-free
617.600.3498 Americas Newton Marketing Retention Local
866.708.9937 Americas Newton Marketing Retention Toll-free

73. THANK YOU

74. Source: “Where do Direct Bookings Come From?” WIHP, September 2014
• TripAdvisor is consistently one of
the top sources for direct bookings
• Leading source of direct bookings
according to study by WHIP
Top sources for direct bookings, 2011-2014

75. Business Listings: Helping hotels convert qualified travelers
into paying guests
• Direct contact details on
your TripAdvisor property
page
• Special Offers – attract
additional guests
• Show your Special Offer on
TripAdvisor mobile site and
app
• Exclusive additional
features in the Property
Dashboard
Announcements and
Slideshow – highlight and
show off your property
1
2
3
4
5

76. Introducing TripConnect instant booking
• Ease of booking – For
first time ever, travelers
can book with hotels
without leaving the
world’s largest travel
site
• Commission-based
model – Cost-efficient,
measurable way for
hotels to share rate &
availability information
and capture a share of
these bookings
• No risk – Only pay
when travelers stay
• Direct booking
benefits – Own
relationship from the
start

77. Early results on mobile and desktop
Travelers are more
willing to book when
they know they can
book on TripAdvisor
than when they know
they need to leave the
site to complete their
booking.
Source: TripAdvisor internal data