TripAdvisor is the world's largest travel site, with 50 million reviews influencing travelers' decisions. The presentation outlines how hotels can maximize their presence on TripAdvisor by engaging with reviews, responding to feedback, optimizing their listings, and promoting special offers to attract more visitors and bookings. Data shows the majority of travelers find reviews and management responses important when choosing accommodations.

1. The world’s largest travel site
50 Million Reasons to Get Involved
Making the Most of Your TripAdvisor Presence
Presented by
Karen Plumb
Commercial Director EMEA, Business LIstings

2. The world’s largest travel site
Opportunity knocks…
“Travel review Web sites and hotel reviews
on online travel agencies (OTAs) are
among the most influential forces most
frequently cited by travelers when
shopping.”
-PhoCusWright, Social Media in Travel, June 2010
2

3. The world’s largest travel site
…and it’s still growing
“Planning and review sites are still on the
rise… Despite widespread stagnancy even
among nontransactional websites, planning
and reviews websites bucked the trend by
attracting more visitors in 2010.”
-PhoCusWright, Online Traffic
and Conversion Report 2nd ed., February 2011
3

4. The world’s largest travel site

5. The world’s largest travel site
How important are user reviews to you when
determining which hotel to stay at?
3%
16%
Not important (1-3)
Neutral (4-6)
Important (7-10)
81%
A commissioned survey conducted by Forrester
Consulting on behalf of TripAdvisor, “2010 Q4
Forrester/TripAdvisor Custom Online Survey”
5

6. The world’s largest travel site
I won’t book a property unless it has reviews.
21%
49% Disagree (1-3)
Neutral (4-6)
Agree (7-10)
30%
A commissioned survey conducted by Forrester
Consulting on behalf of TripAdvisor, “2010 Q4
Forrester/TripAdvisor Custom Online Survey”
6

7. The world’s largest travel site
7

8. The world’s largest travel site
TripAdvisor reviews are largely positive
45%
Average score is 3.90
Percentage of all ratings, October 2010
27%
9% 11%
8%
1 2 3 4 5
8

9. The world’s largest travel site
Reach Potential Guests Worldwide
America www.tripadvisor.com Italy www.tripadvisor.it
Argentina www.tripadvisor.com.ar Japan www.tripadvisor.jp
Australia www.tripadvisor.com.au Korea www.tripadvisor.co.kr
Brasil www.tripadvisor.com.br Malaysia www.tripadvisor.com.my
Canada www.tripadvisor.ca Mexico www.tripadvisor.com.mx
China www.daodao.com Norway no.tripadvisor.com
Denmark www.tripadvisor.dk Poland pl.tripadvisor.com
Egypt www.tripadvisor.com.eg Russia www.tripadvisor.ru
France www.tripadvisor.fr Singapore www.tripadvisor.com.sg
Germany www.tripadvisor.de Spain www.tripadvisor.es
Greece www.tripadvisor.com.gr Sweden www.tripadvisor.se
Holland nl.tripadvisor.com Taiwan www.tripadvisor.tw
India www.tripadvisor.in Thailand th.tripadvisor.com
Indonesia www.tripadvisor.co.id Turkey www.tripadvisor.com.tr
Ireland www.tripadvisor.ie UK www.tripadvisor.co.uk

10. The world’s largest travel site
The wisdom of friends: Inspiration
10

11. The world’s largest travel site
Hotel & travel search on the go
11

12. The world’s largest travel site
Management Centre
12

13. The world’s largest travel site
13

14. The world’s largest travel site
14

15. The world’s largest travel site
Taking a closer look at your listing
15

16. The world’s largest travel site
How to encourage reviews
16

17. The world’s largest travel site
Get notified of new reviews
17

18. The world’s largest travel site
Your description: An opportunity to differentiate
18

19. The world’s largest travel site
Photos & video – the more, the better
Primary
photo
19

20. The world’s largest travel site
Performance tracking
Benchmark
against local
competition
20

21. The world’s largest travel site
Management Responses
21

22. The world’s largest travel site
A management response to A management response
a bad review reassures me. to a good review makes
me think highly of the hotel.
2% 2%
19% 20%
Disagree (1-3) Disagree (1-3)
Neutral (4-6) Neutral (4-6)
Agree (7-10) Agree (7-10)
79% 78%
A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”
22

23. The world’s largest travel site
If I was considering two comparable properties, the
presence of management responses on one would
sway me in its favor.
4%
28%
Disagree (1-3)
Neutral (4-6)
68% Agree (7-10)
A commissioned survey conducted by Forrester
Consulting on behalf of TripAdvisor, “2010 Q4
Forrester/TripAdvisor Custom Online Survey”
23

24. The world’s largest travel site
Your right of reply

25. The world’s largest travel site
But not this way…
“People that lack taste and a life of their
own should try to venture out into the real
world instead of hiding behind a computer
spewing meaningless factless verbiage.”
“Prove the date of your stay because
such an incident has never been recorded
in the archives of our Hotel. We regret that
some customers spoil the time by writing
negative comments for Hotels.”
25

26. The world’s largest travel site
An aggressive management response to a bad
review makes the hotel look worse.
11%
Disagree (1-3)
29%
Neutral (4-6)
60% Agree (7-10)
A commissioned survey conducted
by Forrester Consulting on behalf of
TripAdvisor, “2010 Q4
Forrester/TripAdvisor Custom Online
Survey”
26

27. The world’s largest travel site

28. The world’s largest travel site
Get TripAdvisor to work for you:
28

29. The world’s largest travel site
Use our tools to promote your property’s ranking
Dallas Master Class 29

30. The world’s largest travel site

31. The world’s largest travel site
Section: business listings

32. Special Offers gets you additional exposure
The world’s largest travel site

33. The world’s largest travel site
What are the benefits of a Business Listing
• Fixed Cost
• Incremental Bookings
• Brand site is your platform for future channel
loyalty so attract more visitors to it
• lower cost of acquisition relative to alternative
channels
• Cancel at any time
• High quality of traffic
• Special Offers to help you and enhance
exposure

34. The world’s largest travel site
Testimonials from some of the properties using Business
Listings
Customer Feedback
“All of our hotels had their investment returned in a few days, and within a few weeks, we
made it back several times over. If only everything worked this well! “
-Adele Gutman, VP Sales & Marketing – HK Hotels, NY
“I like to put any extra money I have back into property upkeep, but I knew it made sense to
sign up for Business Listings. I was able to take advantage of a special rate, and now it’s
working very well for us. With it, I’ve made the absolute most of TripAdvisor. People need to
know how great this can be.”
-Klara Barnett, Propritor - Palazzo Motor Lodge, Nelson, New Zealand
“ In 22 Days, Hotel Praktik Rambla’s website received nearly 500 visits from TripAdvisor
travelers, resulting in more than 6200 Euros in revenue.”
-Albert Barra, Hotel Juice Marketing Group, Barcelona, Spain

35. The world’s largest travel site
The future is digital:
Be a part of it!
35

36. The world’s largest travel site
Three powerful forces transforming travel
Content Social Mobile
Real Opinions Friend Graph Always Available
Recent Sharing Location Based
Relevant to you Consumption Socially Aware
36

37. The world’s largest travel site
What does this
all mean to Deliver Monitor
hotels?
Advertise Engage
Promote
23 September 2011

38. The world’s largest travel site
How can we help?
• Phone
− +44 203 318 5019
− 0800 098 8460 (toll free UK)
• URL
− www.tripadvisor.co.uk/Owners
38