Tuesday, January 24, 2017

How hoteliers can interact with TripAdvisor sites

and WIN !
Presented by Guillaume Thevenot, Hotel Trade Relations, EMEA

 The largest travel information & research destination on the Web

32 million+ unique monthly visitors
Over 15 million registered members
Over 30 million unbiased reviews, opinions, and recommendations
from real travelers
21 reviews and opinions submitted every minute of every day
Goal: every piece of travel information anywhere

70,000+ cities
450,000+ hotels
90,000+ attractions
551,000+ restaurants
2,000,000+ traveler photos of 100,000+ hotels

www.tripadvisor.com

TripAdvisor reviews are largely positive

Average Score is 3.85

www.tripadvisor.com

The Wisdom of crowds

In 2004, Surowiecki published The Wisdom of Crowds, in which he argued that in
some circumstances, large groups exhibit more intelligence than smaller, more elite
groups, and that collective intelligence shapes business, economies, societies
and nations.

www.tripadvisor.com

Four elements required to form a wise crowd

Not all crowds are wise. According to Surowiecki, these key criteria separate
wise crowds from irrational ones:

Diversity of opinion Each person should have private information even if it's
just an eccentric interpretation of the known facts.
Independence People's opinions aren't determined by the opinions of those
around them.
Decentralization People are able to specialize and draw on local knowledge.
Aggregation Some mechanism exists for turning private judgments into a
collective decision.

www.tripadvisor.com

TripAdvisor Partnerships Team

Recent addition to TripAdvisor (10th birthday this summer)
Content distribution
Content collection
Hotel Relations

Added March 2009

Pro-active communications with associations, trade organizations
Owners Center resources
Educational outreach
Industry feedback to TripAdvisor management

www.tripadvisor.com

Sharing best practices associations, hotel groups, trade orgs.

www.tripadvisor.com

Owner/manager newsletter
125,000 subscribers
Latest features for hoteliers
Best practices from fellow users

www.tripadvisor.com

Every hotel has a link, at the bottom of every review page

www.tripadvisor.com

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Owners Page for each hotel and Inn:

www.tripadvisor.com/owners
Everything they need to manage their TripAdvisor listing

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To help us provide the most accurate information possible

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Details can be updated and enhanced by hotel management

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Missed Opportunities to optimize and differentiate

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Hotel-supplied Photos and Videos

Unlimited photos by hotel -- Announced March 1, 2010 in newsletter
Easily uploaded via Owners Center
Identified as hotel-supplied images
Hotel chooses which is main photo on listing page

Unlimited videos by hotel

Easily uploaded via Owners Center
Six tags per video enhance searchability

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Automated email notification of new reviews

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Guest satisfaction analytics

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Analyze most recent reviews at a glance, and respond

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Thank the best,

explain the worst
Example: Sofitel, Paris

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Most efficient communications methods

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Constant vigilance

Fraud detection and enforcement

Very aggressive team
Screening
Automated fraud detection
Constantly evolving, learning
Absolutely confidential
Community, by nature, self-policing

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The following actions may be considered fraudulent:

Attempts by an owner (or agents working on behalf of the ownership of a
property) to boost the reputation of a property by:
Writing a review for their own property
Asking friends or relatives to write positive reviews
Submitting a review on behalf of a guest
Copying comment cards and submitting them as reviews
Pressuring a TripAdvisor member to remove a negative review
Offering incentives such as discounts, upgrades, or any special treatment in
exchange for reviews
Hiring an optimization company, third party marketing organization, or anyone
to submit false reviews
Impersonating a competitor or a guest in any way
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Official Star Rating Hotel Class, and Traveller Rating

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TripAdvisor adoption of official star ratings

Requires and automated feed of the following information
Hotel name
Contact information
Management contact
Phone
Email
Street address, including postal code

Other information that would be valuable in ensuring accurate alignment of a

hotel with the hotels in our database, but not absolutely essential
Latitude and longitude (for Google mapping)
Hotel details amenities, size, etc.

Periodic updates, automatically sent

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Search with or without confirmed availability

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Guests are one click away hotels competing with OTAs

partners thanks to BUSINESS LISTINGS

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TripAdvisor Business Listings offers a Unique Advertising Opportunity

Market to:
In-Market Customers: Users who are interested in the
specific destination, and have navigated to your property
page.
- Incremental Customers: Unlike Brand Term
searchers, these users are adding value as guests and
not cannibalizing bookings.
- URL, Email and Telephone number are displayed to
a desirable and engaged audience within an environment
of rich, contextual content!
- Capped fee, Unlimited clicks and calls: Sell your
property directly to guests and reduce your costs

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Value Proposition

Feature

Benefit

Fixed Cost

Pay for an annual listing, gain traffic through the

year limited cost and unlimited bookings

Incremental Bookings

Brand loyal customer using paid search may be

a channel agnostic customer.
Branded site is platform for future channel
loyalty.

Channel acquisition cost

Bookings at a lower cost of acquisition relative to

alternative channels

Cancel at any time

This is a risk free investment. If your placement

is not working for you, cancel and get a pro-rata
refund.

Quality of referral traffic on

TripAdvisor attracts viable demographics of insearch engines varies based on
market travelers interested in your content
source, distribution etc.

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Testimonial

Business Listing of a hotel in Spain went live on January the 12 th;

Generated 492 visits in 22 days
492 Visits; 4.88% Conversion; 6,527 Euros A winner placement!!

www.tripadvisor.com

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Pricing and Special Promo offer for the association

220
385
550
1,100
2,200
3,850
5,500

Register on Business Listings and save 15% on purchase Limited offer EXPIRED UNTIL 7th MAY 2010

USE the COUPON CODE: *****

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Hotels can add

user generated content
to their own pages
Third-party opinion
adds confidence

20,000 hoteliers feature our

reviews on their sites
7,000 badges and widgets
distributed in Europe

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Major hotel brands displaying TripAdvisor content

Club Med
Maritim
World Hotels
Pullman sending post-trip emails

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Widgets and Badges:

User recommendations
on your own pages

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Thank you!

www.tripadvisor.com

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