tripadvisor travelers' choice award and certificate of excellence
TRANSCRIPT
The TripAdvisor Travelers’ Choice Awards:
Leveraging a Global Phenomenon
Welcome!
Mark Preston
DMO Northeast Sales
Luisa Sholkovitz
Brand Marketing Manager
How to leverage your
Travelers’ Choice Award June 25, 2015
Mark Preston
DMO Northeast Sales
Luisa Sholkovitz
Brand Marketing Manager
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TripAdvisor: Where travelers come to plan and book the perfect trip
45 COUNTRIES
28 LANGUAGES
190+ MILLION
DOWNLOADS TRIPADVISOR APPS
340 MILLION* UNIQUE MONTHLY USERS
225 MILLION REVIEWS
139+ NEW CONTRIBUTIONS
POSTED EVERY MINUTE
*Source: Google Analytics, average monthly unique users, Q1 2015
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Travelers’ Choice: 13 years of recognizing the best in travel
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The power of the Travelers’ Choice Award
72% OF TRAVELERS ARE
MORE LIKELY TO VISIT A TRAVELERS’ CHOICE AWARD WINNER
55+ million EMAILS SENT TO ANNOUNCE WINNERS
BEST PERFORMING EMAIL OF THE YEAR*
650 STORIES IN TOP-TIER MEDIA AROUND THE WORLD*
UP TO 67% BETTER BANNER PERFORMANCE*⁺
179% BETTER REACH THAN OTHER FACEBOOK POSTS
ALL-TIME BEST PERFORMING TRIPADVISOR FACEBOOK POST*
*Statistics are based on the 2015 Travelers’ Choice Destination Awards.
⁺Compared to all TA banners between April 6-12, 2015
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Travelers’ Choice campaign elements
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Travelers’ Choice Favorites – Case Studies
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Let people know that travelers have picked you among the best destinations worldwide
Aruba and Cayman Island print ads
Punta Cana visitors’ guide
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Leverage high-traffic areas to display your award
Siem Reap airport sign
Siesta Beach photo opp
Signs in downtown Bangkok
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Spread the word in all your online marketing
Banner Ad Social Media Campaign
Website Home Page
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Get the media’s attention • Take action early.
• Always send a press release.
• Plan an event.
• Create photo opps.
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Promote your award on Facebook and Twitter
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Activate businesses in your destination to spread the word
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• Find logo and widget for your website in the widget center:
http://www.tripadvisor.com/Widgets
• Have more ideas to leverage your award? We would love to collaborate with you,
so please contact me: [email protected]
Getting started
Certificates of Excellence
& Review Collection
Mark Preston
DMAI, June Webinar
of TripAdvisor
members
surveyed say they
are more likely to
use a business
with a TripAdvisor
endorsement on
display
75%
Source: "TripAdvisor Member Survey, October 2012
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Don’t be afraid to boast!
How to promote your awards
• Add the emblem to your
website
More easy ways to publicize your win
Issue a Press Release: Sample Buffalo-Niagara CVB
1. Request a list of CoE recipients from your
TripAdvisor Sales Representative.
2. Download a Press Release Template from the
management site.
3. Get the news out to local/national media sources.
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ENCOURAGE FEEDBACK
www.tripadvisor.com/Owners
Step 1 Search for and find your property.
Step 2
Fill in details and sign in.
Register in TripAdvisor Management Center
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Key factors that influence your popularity
QUALITY RECENT REVIEWS QUANTITY
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!
Review Express Dashboard
Incorporate Widgets to Solicit Reviews
Request Personalized Business Cards from the Management
Center
Visit TripAdvisor Insights
THANK YOU
Mark Preston
DMO Northeast Sales
Thank you.
Luisa Sholkovitz
Brand Marketing Manager