Making Social Media Work for You Presented by
Mark Preston, Northeast Sales Manager, DMO
Getting the Most of TripAdvisor and Your Online Presence
WHAT IS THE ROI OF SOCIAL MEDIA?
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User Reviews Can Impact Your Bottom Line
$$ $ $ $ $ $ $ $$$$$$$$$ $$$$$$$$$$ $$$$$$$$$$$ $$$$$$$$$$$$ $$$$$$$$$$$$$ $$$$$$$$$$$$$$ $$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$
Source: “The Impact of Social Media on Lodging Performance.� Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.
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User reviews can impact your bottom line
Source: “The Impact of Social Media on Lodging Performance.� Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.
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million million
businesses listed, including 1.1+ million accommodations *Source: ComScores, worldwide data, January 2013
user contributions every minute
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Unique monthly visitors*
million candid traveler photos
World’s largest travel site Europe
41% North America APAC
28% Middle East & Africa
16%
5% LATAM
6%
TripAdvisor Booking.com Expedia Priceline Orbitz
Source: comScore, July 2012
Travelocity
Unique monthly users (millions)
Mobile: Powerful extension of TripAdvisor platform • 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
20 languages available
31m+ mobile app Downloads(1)
45m+ monthly unique users(2)
(1) Includes TripAdvisor, City Guides, and SeatGuru apps (2) Monthly unique users on mobile devices according to TripAdvisor log files
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Facebook integration
monthly Facebook visitors
of new reviews come from Facebookconnected users
47 million TripAdvisor members 50
Members (millions)
45 40 35 30 25 20 15 10 5 0
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What does this mean for the Poconos Region?
thousand thousand
businesses listed, including 196 accommodations
*Source: TripAdvisor Internal data, May 2013
user contributions every day
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Monthly Pageviews*
thousand
candid traveler photos
MORE THAN HALF say they write hotel reviews because they feel like they are a part of the TripAdvisor travel social community.
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
Recognizing regular contributors
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TAKE CONTROL
Key Finding: Guests are visiting TripAdvisor more frequently prior to booking
Key Finding: Properties with stronger reputations across all channels perform better overall
Source: “The Impact of Social Media on Lodging Performance.� Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.
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TripAdvisor Management Center ONLY 1 OF 4 OF HOTELIERS ARE TAKING ADVANTAGE OF THIS IMPORTANT TOOL
Source: TripAdvisor
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EMBRACE FEEDBACK
Reviews influence traveler decisions
81%
53%
of travelers usually or always reference TripAdvisor hotel reviews before making their selection
of travelers 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.
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TripAdvisor reviews are largely positive
48% 29% 12% Average Review Score:
6%
4.08
6%
Source: TripAdvisor. Percentage of all ratings, December 2012
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Average reviews of the Poconos on TripAdvisor
19% 35% 30% 12% Average Review Score:
4%
3.70 Source: TripAdvisor. Poconos Mountain Region ratings, April 2013
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ONLY
5%
of travelers say they focus more on negative reviews to check for hotels/pitfalls to avoid
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
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Key factors that influence your popularity
RECENT REVIEWS QUANTITY QUALITY
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
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90%
of hotel general managers surveyed said it is ‘important’ or ‘very important’
Source: Hotel Management Voice of the GM Annual Survey, 2012
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Track performance with Review Matrix
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“I get the review alert every day, even if I’m on holiday. It’s an additional pair of ears and eyes for me. The main purpose of success is really, what does the customer think of us? At the end of the day, how do they rate us? And when we see how highly we ranked, that’s a great sort of endorsement to my team. ” Richard Hatter, General Manager, Hotel ICON 26
ENCOURAGE FEEDBACK
74% of travelers say they write reviews because they want to share a good experience with others
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
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Review Express Upload visitor emails and send out a customized message requesting a TripAdvisor review.
70,000
unique domains feature TripAdvisor widgets on their site
people view TripAdvisor content on sites other than TripAdvisor each month
SPEAK UP
TripAdvisor Management Response Growth: 2003-2012
Management 1 out of every 4Responses new reviews more than doubled year-overin 2012 received a year from 2011-2012 Management Response
2003
2004
2005
2006
2007
2008
Source: Internal TripAdvisor data
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2009
2010
2011
2012
Reviews influence traveler decisions
78%
84%
of respondents say seeing a hotel management response to reviews makes me believe that it cares more about its guests.
of respondents say an appropriate management response to a bad review improves my impression of the hotel.
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
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“We have started responding to reviews. Originally we didn’t do that, but one of my guests pointed out to me that if you do respond, not only is it nice for the guest to see you’ve responded to them, but it allows other people to see there’s a person behind the business, rather than just a blank website. It shows that you care and appreciate the reviews.” Sue Thompson, Owner, Six Brunton Place Guest House
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PAINT YOUR PICTURE
Properties Propertieswith with30ator moreone photos least videohave have 46% about 29more percent engagement than more engagement hotels with ten or than properties fewer photos without a video
Source: TripAdvisor, 2013
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67%
Source: TripAdvisor, 2013
of respondents say they look at traveler-submitted photos to help them make hotel choices
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“If you’ve got good photography, why wouldn’t you put it up there? What I think is important for us is to have photography that really reflects what you’ve got in the hotel, and we’ve got a lot of people who say to us, your photographs are actually what the hotel is like, rather than this wonderful hotel of the best room in the hotel that very few people are going to be able to access.” Robert Nadler, CEO, base2stay
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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
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Order your TripAdvisor sticker Visit your Management Center’s “Free marketing tools” section
75% of TripAdvisor members surveyed say they are more likely to use a business with a TripAdvisor endorsement on display
Source: "TripAdvisor Member Survey, October 2012
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Become a Green Leader Visit: www.TripAdvisor.com/GreenLeaders to learn more!
Highlight your own properties green practices and get recognized for it!
Source: "TripAdvisor Member Survey, October 2012
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BUSINESS LISTINGS
Get additional exposure •
Direct contact details on your TripAdvisor property page
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Special Offers – attract additional guests
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Announcements – highlight your property
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Slideshow – show off your property
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Exclusive additional features in the Management Dashboard
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Show your Special Offer on TripAdvisor mobile site*
*at an additional cost
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TripAdvisor Resources • Management Center URL – www.TripAdvisor.com/owners • Blog – www.tripadvisor4biz.wordpress.com • Business Listings – www.TripAdvisor.com/BusinessListings – Call 1-866-322-5942 (toll-free within US). Agents are available Monday through Friday, 9:30 to 5:00 EST. • Contact Information – Mark Preston, (p) 617-795-7951 – mpreston@tripadvisor.com 47