World’s largest travel site
Growing Together:
Building your business with the world’s largest travel site
Presented by:
Melissa Surane
Southeast Sales Manager, DMO
Display Advertising Sales
Growth is never by
mere chance; it is
the result of forces
working together.
z
-James Cash Penney
2
“From traveler review websites
and blogs to social networks
and the ever- expanding social
graph, the voice of the traveler
is playing a greater role in the
travel search-shop-buy
process.”
-PhoCusWright’s Social Media in Travel 2011: Traffic, Activity and Sentiment,
July 2011
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3
Review
Sites
Social
Mobile
4
“More than two in three
travelers cite traveler
reviews…as influential when
planning leisure travel.”
-PhoCusWright’s Social Media in Travel 2011: Traffic, Activity and Sentiment,
July 2011
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5
Facebook has more than 1 billion
active users
Source: Facebook.com
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69%
of online travelers are
daily users of social networks
PhoCusWright’s Traveler Technology Survey 2011, November 2011
million
7
By 2014, 1.85 billion people will use social
networks on a monthly basis
That translates to 71% of the world’s Internet users
1.66
1.20
1.43
billion
2012
2013
1.85
billion
billion
billion
2011
2014
eMarketer.com, February 2012
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87% of the world’s population
are mobile subscribers
Source: mobiThinking.com, January 2012 & International Telecommunication Union, 2011
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How consumers use mobile: travel
• Mobile was
responsible for $2.6
billion USD in travel
booking value in 2011.1
• By 2013, that number
is projected to exceed
$8 billion USD.1
• 3 in 4 active travelers
use a mobile device
while on the move.2
1 PhoCusWright January 2012
2 mydestination.com
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Where does TripAdvisor fit in?
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1
1
30Over
domains in 21different languages
3675
million
Over
1.6
million
60
million
members
worldwide
businesses
in
unbiased unique
reviewsmonthly
and opinions
visitors
ofworldwide
hotels,
restaurants
and attractions
Over 110,000
destinations
z
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Growing together:
What you
can do to
improve your
presence on
TripAdvisor
13
8 TripAdvisor Tips
1
Register with the Management Center
2
3
Encourage reviews
Encourage reviews
Get notified of reviews and track reviews
4
Write a management response
5
Include a description of hotel and amenities
6
Add photos and videos
7
Add a widget from the Widget Center
8
Add direct contact info with Business Listings
14
1
Register with the Management Center
Promote
Engage
Monitor
Utilize TripAdvisor reviews
to increase booking
conversion
Respond to reviews and
provide potential
customers with useful
information
Track reviews and
customer satisfaction of
your property
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2
Encourage guests to write a review
16
Online and offline tools
17
TripAdvisor reviews are largely positive
Average Score is 4.01
47%
Percentage of all ratings, February 2012
28%
12%
7%
7%
1
2
3
4
5
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What affects your popularity?
1) How recent the reviews are
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What affects your popularity?
2) How positive or negative the reviews are
20
What affects your popularity?
3) The number of reviews
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3
Get notified and track reviews
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Track and manage your performance
Manage recent reviews and see how travelers have rated your property, such as
the service, cleanliness, location, etc.
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Benchmark your performance
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4
Write a management response
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Management Response notification e-mails
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If I was considering two similar properties, the
presence of management responses on one would
sway me in its favor.
A commissioned survey conducted by Forrester
Consulting on behalf of TripAdvisor, “2010 Q4
Forrester/TripAdvisor Custom Online Survey”
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5
Include a description and amenities
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6
Upload photos and videos
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7
Add a widget from the Widget Center
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8
Add direct contact info with Business Listings
• Reaches inmarket
browsers
• Capped annual
fee
• Pro-rated refund
if not satisfied
• Performance
tracking
• Incremental
customers
• Flexible display
options
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Growing together:
What
TripAdvisor
is doing for you
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Management Dashboard
34
Facebook integration/Wisdom of Friewnds
personalised users
more engaged
content contributions
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Videos, tips and guides
3
6
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Second most downloaded travel app in the world!*
• Find & contact hotels
• Find flights
• Find & reserve restaurants
• Read & participate in travel forums
• Find & book attractions and tours
• Write reviews
* Source: Distimo study of all mobile app downloads in travel sector in 2011 across all 65 markets where data is available for Apple App Store for
iPad, Apple App Store for iPhone, Google Android Market and Windows Phone Marketplace.
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TripAdvisor for Business resources
• URL
− www.tripadvisor.com/Owners
• Twitter
− @TripAdvisor4Biz
• Blog
− http://tripadvisor4biz.wordpress.com/
• For Business Listings sign up:
− Online at www.tripadvisor.com/BusinessListings
− Call 1-866-322-5942 (within USA) or +1-617-431-5424 (outside USA). Agents are
available Monday through Friday, 9:30am to 5:00pm, US Eastern Time.
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