Palestra Brian Payea - TripAdvisor
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Reviews Matter
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Palestra Brian Payea - TripAdvisor
- 1. Reviews Matter Presented by Brian Payea Head of Industry Relations How traveler feedback impacts your business
- 2. Where it all began in 2000
- 3. Helping travelers plan and have the perfect trip
- 4. user contributions every minute unique monthly visitors* million reviews and opinions million *Source: Google Analytics, average monthly unique users, Q3 2014; does not include traffic to daodao.com TripAdvisor members million NEARLY
- 5. 5 Reach potential guests worldwide Percentage of traffic (comScore, April 2014) Europe 43% Latin America 9% North America 23% Middle East & Africa 4% APAC 21%
- 6. Total accommodations: 30,011 Registered accommodations: 7,921 Total accommodation reviews: 855,257 Average review rating: 4.02 Global site average review rating: 4.12 Brazil’s TripAdvisor accommodation footprint TripAdvisor.com site data 2014
- 7. Rio De Janeiro, Sao Paolo and Recife on TripAdvisor RIO DE JANEIRO 3,419 76,908 3.86 SAO PAOLO 818 63,551 3.90 3.90 RECIFE 185 11,719 3.67
- 8. Foreign Countries sending the most traffic to Brazilian TripAdvisor pages TripAdvisor.com site data, 9/26/2013-9/25/14 1. United States 2. Argentina 3. United Kingdom 4. Chile 5. France 6. Uruguay 7. Canada 8. Italy 9. Germany 10. Spain
- 9. The power of reviews
- 10. Leisure Traveler vs. Business Traveler Credit: Kelly McGuire and Breffni Noone
- 11. Respondents are most likely to focus on recent reviews to get the freshest perspective Globally, half of TripAdvisor users reference TripAdvisor reviews before booking a hotel 80% read at least 6-12 reviews before making a decision Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.
- 12. 12% 43%25% 20% 1-3 4-6 7-10 11+ Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013 Reviews impact Brazilian’s hotel choices
- 13. Cornell Research: More reviews lead to higher ratings “Online Customer Reviews of Hotels: As Participation Increases, Better Evaluation Is Obtained” • Early reviews for accommodations tend to skew negative • As reviews increase, ratings become more positive • Positive reviews are more common than negative reviews Source: “Online Customer Reviews of Hotels: As Participation Increases, Better Evaluation Is Obtained.” Santiago Melián-González, Jacques Bulchand-Gidumal and Beatriz González López-Valcárcel. Cornell Hospitality Quarterly. March 2013.
- 14. 5% 5% 12% 30% 48% 1 2 3 4 5 TripAdvisor reviews are largely positive Average Score is 4.12 Percentage of all ratings, January 2014
- 15. Research confirms: Reviews impact your bottom line 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. CornellUniversity. 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
- 16. 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
- 17. The bottom line? 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.
- 18. Management responses matter, too
- 19. NEW DATA! The factors that drive the most traveler engagement on hotel or B&B pages: Number of photos 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. (ranked by level of impact on traveler engagement1) Number of reviews in the past year Total number of reviews Management responses in the past year
- 20. NEW DATA! 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
- 21. NEW DATA! 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)
- 22. 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%
- 23. 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!
- 24. • Located in Edinburgh • Started using automated Review Express a few months ago • “Went from 1 review a month to 3-4 per week” • Thistle Residence’s popularity on TripAdvisor has been on the rise Review Express Case Study: Thistle Residence, Quartermile Apartments
- 25. Management Responses Best Practices
- 26. Preventing bad reviews 1. “We brought the issue to staff’s attention, but they did nothing.” 2. “They said they would try to fix it, but they obviously didn’t care.” 3. “They couldn’t fix it, but they really tried their best.” 4. “They resolved it right away and apologized profusely.”
- 27. Avoiding escalation 1. Listen 2. Empathize 3. Apologize 4. Find a solution 5. Follow up
- 28. 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
- 30. Thank You!
Hinweis der Redaktion
- 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.
- Our original mission was to help travelers plan and have the perfect trip. That mission remains the same today, though our size and scope have changed dramatically.
- …260 million visitors come each month to plan their trips. We’ve expanded from that tiny storefront in Massachusetts and our original .com site, and now have 34 points of sale around the globe. And as you can see, our traffic is truly international, as well, with more than 75% of it coming from outside of the United States. Most recently, we’ve expanded our reach in Latin America, rolling out four new TripAdvisor domains in localized Spanish language in Peru, Colombia, Chile and Venezuela this past fall.
- 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.
- 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.
- So globally, a full half of travelers do not want to make a booking commitment until they read reviews and find out what other travelers thought about your property. How many reviews do they read, and what do they focus on? 80% read at least 6-12 before making their decision, and they’re most interested in recent reviews that will give them the latest feedback. They want to know what last week’s guests thought of your service, not last month’s. Spanish travelers, by the way, are particularly interested in this. More than any other nationality participating in the survey, Spanish respondents said they focus most on newest reviews in order to get the freshest perspective.
- As reviews increase, ratings become more positive Terrible (rating of 1) reviews decrease by more than half Excellent reviews grow by half Examined over 1.28 million reviews More than 70% had a rating of 4 or 5 Only 15% had a rating of 1 or 2
- 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.
- 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
- 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: 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!
- Started receiving reviews in Jan 2013
- DC As important to creating advocates is avoiding creating detractors. We can’t be flawless every time, but even when we drop the ball, all hope is not lost. So often complaints in reviews aren’t about the problem, but about how staff handled the problem. Imagine a guest has an issue and brings it to the attention of staff. Compare these difference responses with their different outcomes. In the last scenario, the problem still occurred, but the outcome was possible because it was fixed promptly and courteously. This is service recovery.
- DC Avoiding detractors takes us back to some of the fundamentals of guest service: listen to concerns, show empathy, offer a sincere apology, work with the guest to find a solution that’s satisfactory to both parties, and follow up to ensure other staff are aware and that any promises are fulfilled. These principles apply regardless of the service channel: in person, on the telephone or on social media.
- Thanks very much for the opportunity to speak with you today. I look forward to answering your questions.