Brand Reputation Management

Presented by

Meredith Dillon

Midwest Sales Manager, Destination Marketing

Getting the Most out of TripAdvisor

and Your Online Presence

Our Mission

To help travelers around

the world plan and have

the perfect trip.

Inspiration > Planning > Travel > Review

260 Million

monthly visits

OVER

OVER

3.1 Million businesses listed in

134,000

destinations

125 Million reviews & opinions

80+ user

contributions every minute

2012

2011

2010

2008

2005

2000

75 Million

Reviews &

Opinions

Over 1.5 Million

Businesses Listed

50 Million Monthly

Unique Visitors

20 Million Monthly

Unique Visitors

35 Million

Reviews &

Opinions

TripAdvisor

Goes Live

1 Million

Reviews &

Opinions

2013

100 Million

Reviews &

Opinions

TripAdvisor: The World’s Largest Travel Site

• Find and contact hotels; find and reserve restaurants;

find and book attractions and tours; find flights

• 80 City Guides available off network

• Write reviews & participate in travel forums

Mobile: Powerful extension of TripAdvisor platform

(1) includes TripAdvisor, City Guides, and SeatGuru apps

(2) Monthly unique users on mobile devices according to TripAdvisor log files

20

69m+

108m+

languages

available

mobile app

Downloads(1)

monthly

unique users(2)

4

TAKE CONTROL

Do Online Reviews Impact Booking?

6

of global travelers say their

booking decisions are

impacted by online reviews

of global hotels say

reviews are important

for bookings

93% 96%

The TripBarometer by TripAdvisor is based upon an online survey conducted in Dec. 2012 – Jan. 2013. A total of 35,042 people participated in the online survey from

26 countries spanning 7 regions. The sample is made up of 15,595 consumers and 19,447 businesses, making it the world’s largest combined accommodation and

traveler survey.

TripAdvisor Management Center

ONLY 1 OF 4 OF HOTELIERS ARE TAKING

ADVANTAGE OF THIS IMPORTANT TOOL

Source: TripAdvisor internal data

7

EMBRACE FEEDBACK

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.

Reviews influence traveler decisions

9 9

of travelers usually or

always reference

TripAdvisor hotel reviews

before making their

selection

81% of travelers say they

will not book a hotel

that doesn’t have

any reviews

53%

TripAdvisor reviews are largely positive

10

Source: TripAdvisor. Percentage of all ratings, December 2012

48%

29%

12%

6%

6%

Average Review Score:

4.08

Key factors that influence your popularity

QUALITY RECENT REVIEWS QUANTITY

How important is it to you that your staff

monitors and responds to online user review

sites, like TripAdvisor?

Source: Hotel Management Voice of the GM Annual Survey, 2012 12

of hotel general managers surveyed

said it is ‘important’ or ‘very important’

13

90%

Source: Hotel Management Voice of the GM Annual Survey, 2012

Track performance with Review Metrix

14

Track performance with Review Metrix

15

Property Snapshot

• Ratings

• Rankings

• Review, photo and top

comments activity

Key metrics to measure day-

to-day performance

17

ENCOURAGE FEEDBACK

OVER HALF of travelers surveyed say they will

not book a hotel that doesn’t have

any reviews.

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.

unique domains feature TripAdvisor widgets on their site

100,000

NEW! Review Express

Now easier than ever to ask guests to write a review on TripAdvisor!

• Engage with guests after

they have stayed to:

– Receive valuable feedback

for your business

– Encourage new reviews to

keep your content fresh

• Easy to use - send an email

to your guests all at once

20

Facebook App

21

people view TripAdvisor content on sites

other than TripAdvisor each month

SPEAK UP

Write a Management Response

24

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.

Reviews influence traveler decisions

25 25

of respondents say an

appropriate management

response to a bad review

improves my impression of

the hotel.

84% of respondents say seeing a

hotel management

response to reviews makes

me believe that it cares

more about its guests.

78%

PAINT YOUR PICTURE

Source: TripAdvisor, 2013

27

Properties with at

least one video have

about 29 percent

more engagement

than properties

without a video

Properties with 30 or

more photos have

46% more

engagement than

hotels with ten or

fewer photos

28

SING YOUR PRAISES

How to promote your awards

• Add the emblem to your

website

• Display your award on your

property

• Issue a press release

• Contact your local media

• Post your award on

Facebook and other social

media outlets

• Celebrate with past guests

30

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 Centre’s “Free marketing tools” section

Source: "TripAdvisor Member Survey, October 2012 31

TripAdvisor for Business resources

• Management Center

– http://www.TripAdvisor.com/Owners

• Twitter

– @TripAdvisor4Biz

• TripAdvisor Insights

– www.TripAdvisor.com/TripAdvisorInsights

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