The Importance of Being Easily Found and Booked Online · 2019-04-18 · TripAdvisor, Inc. operates...

The Importance of Being Easily Found and Booked Online

Sila Cameselle, Senior Regional Manager for TripAdvisor Experiences

Agenda

TripAdvisor Overview

Online Reputation Management

Steps to Managing your Online Reputation

Working with TripAdvisor Experiences

New Management Centre

Questions2

TripAdvisor Overview

About TripAdvisorTripAdvisor is the world’s largest travel site*

490Maverage unique

monthly visitors **

49Markets

Worldwide

730MReviews and

Opinions

8.1MAccommodations,

Restaurants and Attractions

*Source: Jumpshot for TripAdvisor Sites, worldwide, September 2018

**Source: TripAdvisor log files, Feb 2018

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The World’s Most Downloaded Travel Apps490 Million Downloads

Source: TripAdvisor log files, Q3 2018

TripAdvisor Media GroupTripAdvisor, Inc. operates websites under 21 other travel media brands

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Online Reputation Management 101

Research Begins Online

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~ 80% of people go to the

internet first when

looking for

information

Source: The Connected Consumer Survey 2014 / 2015, “How digitally-savvy are people?”

Smartphones are the #1 travel essential globally

Source: TripBarometer, October 2015

75% of global travellers

will not leave

home without their

smartphones

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The Challenge: A Business’ Online Reputation is Created by the Perceptionsof Others

Business Reputation

Review Sites

Blog Posts

Social Media

OTA Sites

A Snapshot of a Business’Online Reputation

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The Most Influential Channels on Travel Decisions

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The Power of Reviews

85% of travellers will “usually” or “always” reference TripAdvisor reviews before booking a restaurant

will “usually” or “always” reference TripAdvisor reviews before deciding on the attraction to visit

Source: 2015 ‘Custom Survey Research Engagement’ conducted by Phocuswright on behalf of TripAdvisor.

85% of travellers will ”usually” or “always” reference TripAdvisor reviews before booking a restaurant

will “usually” or “always” reference TripAdvisor reviews before deciding on an attraction to visit79%

96% of travellers consider reviewsimportant when planning & booking hotels

Understanding the Motivation to Share

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Of TripAdvisor users

reported that they wrote a

review in the past year

because they wanted to

share a good experience

with travellers

73% 70% 4 out of 5Of TripAdvisor users wrote

a review in the past year

because they received

good advice from reviews

and wanted to give back to

the community

Is the average bubble rating

on TripAdvisor

The drive to share positive experiences far outweighs that of negative or average experiences

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Understanding the Motivation to Share

Restaurants 93% 3% 4%

Local Attractions and Destination Activities 91% 5% 4%

Hotels 84% 7% 9%

Airlines 84% 9% 7%

Home or Apartment Rentals 80% 16% 4%

Car Rental Companies 72% 15% 13%

Source: Phocuswright’s U.S. traveller Technology Survey 2015

Working with TripAdvisor Experiences

WHY LIST WITH US?

Attract more customers

Easy online management

Boost your sales

Get expert resources

Millions use TripAdvisor & Viator every month

Monthly visitors

490M+

App downloads

490M+

Travel activities & experiences listings

1M+

Reviews & opinions

730M+

Bookable experiences

200K+

Global websites

+20

*Q4 2018 figures

Reach even more travelers through our partner network

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Travel Sites

Hotels

Travel Agents

Loyalty/

Redemption

Technology

Partners

Airlines

A NEWMANAGEMENT

CENTER

Simply Log On and Create an Account

Optimized for each type of product

New Mobile ExperienceCheck your bookings on the go

New Mobile ExperienceReach your travelers in real-time

Collect Reviews from the Management Centre

Booking Summary Reports – monthly booking value

Reports

Traveller Demographics Report

Cancellation Reports – 90 day value lost

Reports

Top 10 Tips to Reach More Travellers with TripAdvisor Experiences

Top 10 Tips to Reach More Travelers

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● Last-minute Bookability: >12h could increase bookings by 16%

● Schedules & Availability: keep your schedules current

● Reviews: collect and respond

● Pricing: what is your competitor doing?

● Languages you offer: guide, audioguide, written

● Photos: 6+ high quality photos

● Tour/Activity Details: up to date information

● Product Titles: short and factual

● Instant Confirmation: better traveler experience

● Log in Often! Read our monthly newsletters and visit our our blog

BRING

YOUR

EXPERIENCES

TO

THE

WORLD