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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
4
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
6
Online Reputation Management 101
Research Begins Online
8
~ 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
10
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
11
12
The Most Influential Channels on Travel Decisions
13
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
14
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
15
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
4
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
30
● 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