7. ► 80% of travellers say TripAdvisor
reviews make them feel more
confident
► 53% respondents of a recent study
said they wouldn’t book a hotel without
reading reviews
► Use reviews to craft your story and
drive bookings
Introduction
11. user contributions
every minute
unique monthly visitors*
million
reviews and opinions
million
*Source: Google Analytics, average monthly unique users, Q1 2015; does not include traffic to daodao.com
TripAdvisor members
million
13. The factors that drive the most traveler
engagement on hotel or B&B pages
Methodology
1For the purpose of this study, TripAdvisor analyzed data for a sample of accommodation properties from the 25 most reviewed cities* on the site from 7 July to 7
August, 2014. The study reveals how review ratings change based on management response rates and the level of traveler engagement (defined as page views
per session and booking enquiry clicks) relative to various content factors such as the number of reviews, photos, videos and rate of review responses from
management.
*Cities included in study sample are: London, Rome, Paris, New York City, Las Vegas, Barcelona, Orlando, Milan, Florence, Bangkok, San Francisco, Istanbul,
Amsterdam, Berlin, Madrid, Prague, Edinburgh, Venice, Chicago, Buenos Aires, Singapore, Dublin, Marrakech, New Orleans.
Number of reviews in the past year
Total number of reviews
Management responses in the past year
Number of photos
(ranked by level of impact on traveler engagement1)
14. Photos are essential
• Adding photos on a
TripAdvisor property page
results in 138% more
engagement from travelers
• Properties with at least one
photo see a 225% increase
in the likelihood of a
booking inquiry
• Those with 100+ pictures see
an increase of 151% in the
level of engagement
compared to businesses with
no pictures
TripAdvisor Property Engagement Study, TripAdvisor site data, July 2014
15. TripAdvisor’s acquisition of
• Professional, honest photos of
hotels
• Oyster photographers visit hotels
and take pictures at no cost
• Photos published on both
Oyster.com and TripAdvisor
19. Reviews matter
of global travelers say reviews are
influential when choosing where to book89%
of global hoteliers say reviews are
influential in generating bookings96%
Source: TripBarometer by TripAdvisor, April 2014
* Data was collected February – March 2014, based on an online survey of 10,370 representatives from accommodations in the TripAdvisor database, weighted equally by country, and 50,637 TripAdvisor website users and Ipsos online
panelists who have researched their travel plans online in the last year, weighted to the known profile of the online population. Further details can be found in the TripBarometer global report.
20. If a property can increase
its review score by one
point (on a five-point
scale) on OTA channels, it
could increase its prices
by about 11.2% and still
maintain the same
occupancy rates.
Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December
2012.
Guests are visiting TripAdvisor more frequently
prior to booking
Properties with stronger reputations
across all channels perform better overall
Higher review scores on OTA sites allow hotels to
charge more while maintaining occupancy rates
Key Findings
Research Confirms: Reviews impact your bottom line
21. Reviews encourage travelers to spend more
• If prices are the same, users are 3.9
times more likely to choose a hotel
with higher review scores
• When hotel prices are increased for
those hotels with higher review scores,
people are still likely to book
• 76% of customers were willing to pay
more for a hotel with higher review
scores
Source: “The Effect of Reviews on Hotel Conversion Rates and Pricing,” TrustYou, September 2014
22.
23. 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%
24. Strong correlation between average review rating
and rate of management responses
Management
Response Rate Ave Review Rating
(out of 5 bubbles)
0% 3.81
5%-40%
40%-65%
65+%
4.04
4.05
4.15
25. Management Responses drive booking inquiries
Hotels providing a
management response
to reviews are 21
percent more likely to
receive a booking
inquiry via TripAdvisor
than those who don’t
respond to any reviews.
And properties that respond to over 50 percent of their reviews increase their
likelihood of receiving a booking inquiry by 24 percent.
(Compared to properties that do not respond to reviews)
26. 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
27. Review Express
Easier 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!
28. Photos, total # of reviews, management
responses and timeliness of reviews
Online UGC e.g. reviews are part of today’s
booking decision
If prices are equal, reviews close the deal
Key Takeaways
#LeoWebinar
29. Adele Gutman Milne
VP Sales, Marketing and
Revenue
Library Hotel Collection
@AdeleGutman
30. ► The Library Hotel Collection journey to TripAdvisor’s Top 10
► How we got there
► Why we’re staying there
The Climb to TripAdvisor’s Top 10
31. “We decided this is going to be our primary focus
— we're going to sparkle sunshine on all our
guests, find out what pleases them, and look in
our reviews for any problems and fix them.
Adele Gutman
VP Sales, Marketing and Revenue
Library Hotel Collection
32. Using Reviews to Find Your Story
“Each evening is
a free wine and
cheese night, the
perfect way to
start an evening”
“Real live
plants in my
room”
“It was the small
little things that
helped make the
hotel enjoyable”
“Billy on the main
desk and his staff
were great and
helpful with
directions and
making
recommendations”
“The evening
wine and cheese
is not to be
missed”
“I was
particularly taken
by the weather
predictions note
on my bedside
table”
33. Use Reviews for Insights, Training and Continuous Improvement
34. ► Make sure your service matches
the reviews you want to hear
► Attract the ideal match for your
hotel through authentic
communications about your
product
► Set expectations before they arrive
► Communicate with visuals and
clear descriptions
► Engage online – Use a blog for
more detail
► Engage on property- Correct
issues before they walk out the
door
How to Secure Enthusiastic
Reviews
39. ► Social Media is powerful because it
what others say about you is more
persuasive than anything you say about
yourself
► Whatever star level you are, you can
always deliver an outstanding guest
experience, so aim for greatness and
expect nothing less from your team
► Great reviews are free but require a
commitment in time, planning, training,
and motivating that must be evident to
every guest every time you engage with
them
Reviews are a reflection of what people think of you (Merging
Reputation Cultivation and Review Management )
40. Key Takeaways
#LeoWebinar
Proof is in the rankings
Transparency is directly tied to good reviews
Best form of advertising – it’s not “your”
opinion
43. June 25th Webinar
Why Visual is the New Verbal
With Terry Jones
Founder of Travelocity
Founding Chairman of Kayak
Founder of Wayblazer
Save your spot: http://bit.ly/TravelocityWeb
How to motivate guests to leave reviews
Why reviews impact social media
How to use reviews to strengthen marketing efforts
How to leverage reviews to tell your story
All of the above
Thanks for the opportunity to speak with you today.
As some of you may be aware, TripAdvisor is launching an exciting new product later this fall. I want to tell you a bit about that today, but I also want to step back and talk a little about our partnership with small and independent hotels, how we’ve grown that relationship over the years, and some of the most impactful things that your properties can do today to build your businesses both on TripAdvisor and beyond.
Believe it or not, this is where it all began for TripAdvisor back in 2000 – in a tiny office over a pizza place in Needham, Massachusetts.
I’m excited to be able to share some new data – released just a few weeks ago – that demonstrates the link between actively managing your TripAdvisor property page, and increasing traveler engagement with that page.
Our research shows that the following 4 factors increase the time that travelers spend on accommodation pages on TripAdvisor: REVIEW THE LIST
The other thing that’s changed since the early days of TripAdvisor is the impact of user-generated content on consumers. Back in 2000, UGC was a relatively new thing. But now people rely on reviews before they buy a book, hire a plumber, or book a trip. As part of TripBarometer, the world’s largest traveler and accommodation survey that we conduct every year, 89% of travelers say reviews impact their booking decisions, and 96% of hoteliers think they’re important, too.
All in all, both TripAdvisor and the travel landscape have changed significantly over the last decade. I want to shift gears a bit now, and talk about how our relationship with the hospitality industry has evolved, too, and what exciting developments are on the horizon.
In addition, our study revealed a significant correlation between how many management responses your property writes, and your average review rating. Properties that reply to management responses see higher ratings. SEE ENGAGEMENT STUDY FOR MORE DETAILS: http://www.tripadvisor.com/PressCenter-i6970-c1-Press_Releases.html.
The bottom line? Hotels that write at least some management responses are 21% more likely to receive a booking inquiry via TripAdvisor, and properties that respond to over 50% of their reviews are 24% more likely to receive a booking inquiry. Travelers care about management responses, and they make an impact on booking decisions.
Please mention:
- constantly evolving product, welcome any feedback
- we don’t do anything except email the customer on their behalf (was an issue that was stressed before)
- use it all the time!
Based on today’s content, will you attend future webinars?
For sure
Don’t know
Not likely