TripAdvisor - tendencias de futuro para restaurantes EnBandeja – May 2016
HOW DID TRIPADVISOR BECOME THE WORLD’S LARGEST TRAVEL SITE?
Let’s rewind to 1999 When rewind was still a word we regularly used
Every site had the same information Same description, same amenities, same photo
This is what a brochure promised‌.
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This is what the traveler got‌
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AND SO... THE IDEA FOR
WAS BORN
MISSION HELP TRAVELERS PLAN AND BOOK
THE BEST TRIP
TripAdvisor headquarters in the year 2000 A small office above a pizza shop in Needham, Massachusetts
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TripAdvisor website in 2000 Content was sourced from guidebooks and industry experts
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Then TripAdvisor added a review button
Write a Review
TripAdvisor Highlights First ever traveler review is posted on TripAdvisor Restaurants added to the site for the first time
2001
2002
Popularity Index launched, ranking properties according to traveler feedback
2004
Vacation Rentals are added to the site
2009
TripAdvisor forums are created
TripAdvisor launches first iPhone app
2010
Partners with Facebook A flights search feature is launched on the site
TripAdvisor introduces Instant Booking on mobile
2013
Hotel price comparison launches
2014
Today
TripAdvisor acquires and
TripAdvisor reaches
350 million Unique monthly users
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A lot has changed since 1999‌
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From “look” to “book” on TripAdvisor Already thinking about next trip!
Week -20+ “Not Yet Ready” Advocate Reviews, Facebook, Word of mouth
Book Additional Activities ●
Restaurants Attractions ● Tours, etc.
Awareness Not planning… but open to inspiration
Week -16: • 5 Destinations • 0 Hotels
Experience
Consideration
Actively on vacation
Starting the process
●
Week -12: • 3 Destinations • 6 Hotels
Week 0 • Booked
Booking
Comparison
Flight -> Hotel
Short list of hotels
Week -4: • 1 Destination • 15 Hotels
Main window of opportunity for Inspiration. Higher funnel activity where a user can be influenced to change destination/ Airline/Hotel etc...
More tactical , often price specific targeting
The TripAdvisor Content Universe
350
MILLION
reviews o &p i n i o n s
over 136,000+ destinat ions over
230
user e ve co n rt ryi bmuitni ount es
10 m e m b e r 3 s MILLION
340
MILLION
6.4
over
MILLION
busines ses listed
1,000,0 hotels, 0 0B + &B & ●
●
Unique visitors a month
specialty lodging MILLION
●
48 Domains 28
langua in ges
●
~755,000 vacation rentals
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●
●
resta urant s
655 ,00
Restaurantes en gran canaria 16
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• 2.664 Restaurantes en TripAdvisor – Gran Canaria • +298.000 opinions
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More than 80% of users feel that TripAdvisor reviews help them feel more confident in their travel decisions and have a better trip
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. May 2015
Reserve a restaurant everywhere Through the acquisition of a number of leading restaurant reservation companies, users can now reserve over 200,000 restaurants through TripAdvisor.
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TRIPADVISOR On the TRIP Experience 20
Smartphones: #1 Travel Essential
75% of global travelers will not leave home without their
smartphones
Source: TripBarometer, October 2015
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The In-Destination Use Case Is Huge Mobile is driving fantastic user growth, media companies faster to move in travel
Source: (Connected Traveller TripBarometer 2015)
Gran Canaria - Trends Seassonality
2013
2014
2015
2016
Dec
N ov
Oct
Se p
Aug
Jul
Jun
May
Apr
Mar
Fe b
Ja n
Gran Canaria Trends Device Use – looking at Gran Canaria
16 Ma r 20
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6 Ja n 201 No v 20 15 S e p 20 5 Ju l 201 15 Ma y 20 15 Ma r 20
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5 Ja n 201 No v 20
14 S e p 20 4 Ju l 201 14 Ma y 20 14 Ma r 20
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4 Ja n 201 No v 20
13 S e p 20 3 Ju l 201 13 Ma y 20 13 Ma r 20 3 Ja n 201
Mobi l e Web Mobi l e App Tabl et Web Des ktop
How big is Restaurants in Gran Canaria? 2015 Internal Data
Other; 22%
Hotels; 40%
Maps; 0% Flights; 0% Vacation Rentals; 3% Forum; 4% Tourism Page; 4%
Attractions; 9% Restaurants; 17%
How can I start? o
Is your restaurant registered on TripAdvisor? •
o
Go to tripadvisor.es/owners – look at your restaurant and “claim” your property
Your restaurant is not on TripAdvisor yet? •
Go to tripadvisor.es/getlistednew and register it
The Power of Reviews Did you know 54% of travelers won’t book a hotel that doesn’t have any reviews?
Source: Phocuswright’s TripAdvisor Custom Survey 2015: Global
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The Power of Reviews for Restaurants and Attractions
85%
will “usually” or “always” reference TripAdvisor reviews before booking a restaurant
79%
will “usually” or “always” reference TripAdvisor reviews before deciding on an attraction to visit
Source: 2015 ‘Custom Survey Research Engagement’ conducted by Phocuswright on behalf of TripAdvisor. .
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USING REVIEWS TO POWERYOUR BUSINESS
Key factors influencing your popularity on TripAdvisor
QUALITY
QUANTITY
RECENCY
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Take advantage of Management Responses
Management Responses Influence traveller decisions
65% of TripAdvisor users are more likely to book a hotel which responds to traveller reviews versus a comparable hotel which doesn’t provide management responses
85 %
of TripAdvisor users users agree that a thoughtful management response to a bad review improves their impression of a hotel
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Anatomy of a good response
THANKS
REINFORCES POSITIVE FOLLOWS UP
APOLOGIZES
INVITES BACK DEMONSTRATES IMPORTANCE OF GUEST FEEDBACK
Avoiding escalation
Listen Empathize Apologize Find a solution Follow up
Management Responses: Best practices
1.
Sign up for review notification emails
2.
Respond promptly
3.
Say ‘thank you’ for the feedback
4.
Be original in your reply
5.
Highlight the positive
6.
Address any specific comments
7.
Be polite and professional
HOT TIP
Try drafting your responses in an offline document first before publishing them online. Don’t forget to proofread, keeping an eye out for any grammatical errors.
Increasing the number of recent reviews using the Review Express Tool Easier than ever to ask guests to write a review on TripAdvisor! o
Engage with guests after they have stayed to encourage valuable feedback for your business
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Use customizable templates to easily email recent guests
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Use campaign dashboard to monitor incoming reviews and optimise campaigns
o It’s FREE!
Review Express Choose your preferred language
Easy to edit template
Send up to 1,000 email address per day
Key Benefits of Review Express
More reviews Higher ratings Positive increase in popularity index
Takeaways o
Register your business
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Add photos of your restaurants – users love them
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Encourage users to write reviews – Review Express
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Respond the reviews - ALL
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Share your success – Certificates of Excellence
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Keep tunned: •
https://www.tripadvisor.es/TripAdvisorInsights
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