1. ROD LARMAN
MARKETING MANAGER
@TheGroveHotel

2. THE GROVE | LONDON’S COUNTRY ESTATE
BUSINESS CATEGORIES
TARGET AUDIENCE
• HOTEL
• MEETINGS & EVENTS
• WEDDINGS & SPECIAL OCCASIONS
• GOLF
• SPA
• RESTAURANTS
• COUPLES
• FAMILES
• INDIVIDUALS
• CORPORATE

3. FROM 2003 TO TODAY...
THE GROVE - SEPTEMBER 2003
• LOTS OF AWARDS
• SOCIAL MEDIA WAS IN ITS EARLY DAYS
• BRANDS COULD DOMINATE OPINION
• UGC SITES LIKE TRIPADVISOR WERE SEEN
AS A WAY TOATTACK
THE GROVE - TODAY
• SOCIAL MEDIA IS FRONT OF MIND
• BRANDS NO LONGER HAVE CONTROL
• PEOPLE ARE TALKING ABOUT YOU,
SHARING EXPERIENCES
• PEOPLE USE SOCIAL MEDIA TO MAKE
INFORMED DECISIONS

4. TRIPADVISOR
THE WORLD’S MOST INFLUENTIAL TRAVEL SITE
• 260 million unique monthly visitors
• 125 million reviews and opinions
• 3.1 million accommodations, restaurants and attractions
• 17 million traveller photos
• 80 new contributions are posted every minute
• 69 million people have downloaded the TripAdvisor app (28/min)

5. WORKING WITH TRIPADVISOR
IT CAN NOT BE IGNORED!
• Engaged Management Centre
• Invested in a TripAdvisor Business Listing
• Respond to all reviews
• Promote TripAdvisor logo across all collateral
• Integrated with Facebook
• Add Rave Review widget
• Proactively seek new reviews

6. REVIEW EXPRESS
ONE OF FREE MARKETING TOOLS ON TRIPADVISOR
• COLLECT GUEST DATA
• SEGMENTATION
• SET UP TEMPLATE
• CUSTOMISE
• TIMING

7. REVIEW EXPRESS
600
92.3
%
530
Vol.
400
200
0
76.8
%
80.2
%
25
2010
156
86
40
2009
2013
83.9
%
90.2
%
2011
2012

8. POPULARITY INDEX
62%
80%
2012
2014
1% increase in online reputation led to a
0.89% increase in Average Daily Rate (ADR)
Cornell University

9. THE GOOD & THE BAD!
THE GOOD
• USER GENERATED CONTENT
• BALANCED OPINION
• FREE FEEDBACK
• GREATER POSITIVITY
• EXTREME REVIEWS CAN BE REMOVED
THE BAD
• RESPONDING CAN BE TIME CONSUMING
• NO DIRECT CONTACT WITH TRIPADVISOR
• SCORES TAKE TIME TO ADJUST
• OPEN TO ABUSE, NO IDENTITY

10. GOOD FOR BUSINESS?
HOW IT HAS HELPED THE GROVE...
• DIFFICULT TO MEASURE DIRECT REVENUE
• GUEST ENGAGEMENT, ALL FEEDBACK WELCOMED
• REVIEWS SHARED INTERNALLY
• NEGATIVE REVIEWS IN DECLINE
• THE GROVE’S REPUTATION HAS IMPROVED
• SCORE IN-LINE WITH COMPETITORS
...STILL MORE TO BE DONE!

11. ADVICE TO WORKING
WITH TRIPADVISOR
• DON’T EXPECT A PERSONAL SERVICE
• CONSIDER IF BUSINESS LISTING IS RIGHT FOR YOU
• INTEGRATE ACROSS ALL COMMUNICATIONS
• TREAT IT NORMALLY
• USE REVIEW EXPRESS
• CHALLENGE UNFAIR REVIEWS
Most of your guests will have
had a good time, if they didn’t,
you should be out of business!

12. Tak!
T: +44 (0)1923 296038 | E: rod.larman@thegrove.co.uk
@TheGroveHotel
WWW.THEGROVE.CO.UK