gianluca laterza - “reputation, visibility and roi, how to make the most out of tripadvisor”

Presented byGianluca Laterza, Territory Manager

Reputation Visibility and ROI

10/14

of global travellers 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.

FOCUS: GUEST SATISFACTION

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OFF LINE REPUTATION MANAGEMENT

IDENTIFY YOUR TARGET

ESTABLISH AND MANAGE HUMAN RELATIONS

MANAGE EXPECTATIONS

OFFER HIGH QUALITY SERVICE

FOCUS: DISCLOSE, FIX, REINFORCE REPUTATION

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ON LINE REPUTATION MANAGEMENT

LOOK AFTER YOUR LISTING (PHOTOS, VIDEOS, PROPERTY DESCRIPTION)

POST APPROPRIATE RESPONSES TO REVIEWS

ENCOURAGE REVIEWS

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THE APPROPRIATE OWNER’S RESPONSE

APPOINT THE RIGHT PERSON

IN CASE OF POSITIVE REVIEW, SAY THANKS

AVOID CONTROVERSY (DEFENSIVE OR AGGRESSIVE APPROACH)

DO NOT REITERATE NEGATIVE MESSAGES

IN CASE OF NEGATIVE REVIEW, TAKE YOUR TIME

IF YOU NEED TO REITERATE NEGATIVE MESSAGES, “PURIFY” THEM BY USING IRONY AND CREATIVITY

315

user contributions every minute

unique monthly visitors*million

200reviews and opinionsmillion

*Source: Google Analytics, average monthly unique users, Q3 2014; does not include traffic to daodao.com

70TripAdvisor membersmillion

115+

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Reach potential guests worldwide

Percentage of traffic (comScore, April 2014)

Europe 43% Latin America 9%

North America 23% Middle East& Africa

4%APAC 21%

Without a Business Listing

With a Business Listing

Direct contact details on your TripAdvisor property page

Flexible display options:

• Hotel website

• Phone number

• E-mail hotel

• Hotel deals

• Hotel packages

• Virtual tour

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E-mail hotel

Hotel websitePhone number

Special Offers &Announcements

Special Offers: Property pageAll pop-ups include property contact details to encourage travellers to act on your promotion.

Special Offers: Destination page

Special Offers: Geo page

• Direct reservation line accessible with a touch of the screen.

• Available in 25 different languages.

• Compatible with all major mobile phones and smart phones.

• Put your Special Offer in front of millions of additional unique monthly users.

Show your Special Offer on TripAdvisor mobile site and app3

Exclusive additional features in the Property Dashboard4

Announcements and Slideshow: Highlight and show off your property

ANNOUNCEMENTS PHOTO SLIDESHOW

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