REVIEWS, REPUTATION AND ROI

Presented byMark Preston

DMO Northeast Sales Manager

Getting the Most out of TripAdvisor and Your Online Presence

150REVIEWS AND OPINIONSMILLION

26090

user contributions every minute

3.7businesses listed million

Unique monthly visitors*million

19candid traveller photosmillion

+ + +

*Source: Google Analytics, worldwide data, July 2013

World’s largest travel site: 260M unique monthly visitors

Traffic Sources(comScore 10/13)

Europe 41%

Asia Pacific 24%

North America

23%

Latin America 8%

Middle East & Africa 4%

TripAdvisor Mobile

82Mapp downloads

82city guides

20languages

In Q1 2013, TripAdvisor had 108 million unique monthly visitors on mobile,

up over 100% year-over-year

27150K

reviews

10,614businesses listed

TripAdvisor Page views of Connecticut Content in 2013*

million

5 MMunique users

+

*Source: TripAdvisor Site Logs, 2013

WHAT IS THE ROI OF SOCIAL MEDIA?

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 more while maintaining occupancy rates.

23

1

TAKE CONTROL

Do Online Reviews Impact Booking?

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

www.tripadvisor.com/Ownerswww.tripadvisor.com.mx/Owners

Step 1Search for and find your property.

Step 2Fill in details and sign in.

Register in TripAdvisor Management Center

EMBRACE FEEDBACK

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.

Series1

TripAdvisor reviews are largely positive

Source: TripAdvisor. Percentage of all ratings, January 2014

48%

30%

12%

5%

5%

Average Review Score:

4.12

91%of Caribbean properties reviewed in the last 30 days have a rating of 3.5 or higher.

Source: TripAdvisor internal data, February 2014

Key factors that influence your popularity

QUALITYRECENT REVIEWSQUANTITY

Track performance with Review Metrix

Track performance with Review Metrix

Property Snapshot

• Ratings

• Rankings

• Review, photo and top comments activity

Key metrics to measure day-to-day performance

21

ENCOURAGE FEEDBACK

people view TripAdvisor content on sites other than TripAdvisor each month

500 million

Review ExpressEasier 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!

Review Express Dashboard

properties have used Review Express to date

47,000+

33%increase in reviews overall after using Review Express regularly

• New property located in Edinburgh, UK

• 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

unique domains feature TripAdvisor widgets on their site105,00

0

SPEAK UP

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%

Management Response Status Notification

• Status updates:

– Yes: Management Response written and published

– No: No management response

– Rejected: Management Response written but rejected because it didn’t meet TripAdvisor guidelines

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

Management Responses: What Not to do

PAINT YOUR PICTURE

73% of TripAdvisor users use photos

from other travelers to help them make a

decision

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

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

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

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

Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.

Properties with stronger reputations across all channels

perform better overall

WHAT’S NEW?

TripConnect

A link on your TripAdvisor profile featuring your rates and availability —sending travelers directly to your online reservations center.

Offering a Powerful New Way to Maximize Direct Bookings with:

TripConnect: Benefits

Share rates and availability

Control your budget

Access revenue tracking services*

Get more reviews automatically*

Get prime placement

*These benefits are available with Premium Partner Internet Booking Engines

TripConnect: How it Works

Travelers see and click on your link on your TripAdvisor page

Travelers go directly to your website’s booking page, where they can easily

convert into direct bookings

TripConnect

Be a Business Listings subscriber

Work with a certified Internet Booking Engine

As a Business Listings subscriber, you’ll be able to take full advantage of

powerful marketing tools like TripConnect, Special Offers, in-depth

analytics with expanded Property Dashboard and much more

In order to participate in TripConnect, your IBE (Internet Booking Engine) –

the company that supports your website’s online booking capabilities –

must be a certified TripConnect Partner

In order to participate, you must:

For more information, go to: www.TripAdvisor.com/TripConnectFAQ

TripConnectPremium Certified Partners

TripAdvisor for Business resources

www.tripadvisor.com/owners@tripadvisor4biz

TripAdvisor Insightswww.TripAdvisor.com/TripAdvisorInsights

48

THANK YOU

Mark Preston

DMO Northeast Sales Manager617-795-7951

mpreston@tripadvisor.com

Thank you.