Business Masterclass

Tripadvisor

1. Tripadvisor - What we’re about

2. Aussie Consumer Behaviour

3. Master your listing page

Today’s Itinerary

Confidential - Do Not Share or Forward

3

Our DNA CommunityTrust

80% of consumers read 6-12 reviews

on Tripadvisor

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Changing consumer behaviour

80% of consumers read 6-12 reviews

on Tripadvisor

Tripadvisor

Changing consumer behaviour

Tripadvisor consumer survey 2020

Dreaming 73% seek social recommendations for inspiration

Planning86% won’t decide without reading a review first

Booking4 in 5 booking with trusted providers

Experiences & Dining 57% book during their getaway

Top of FunnelDreaming

Lower FunnelBooking


Tripadvisor

Australian Consumer InsightsHelping to Validate


Tripadvisor Confidential - Do Not Share or Forward

Source: Tripadvisor Internal Data; Data Scope- 1 Jan- 26 Aug 2020

Australian Browsing Behaviour

Tripadvisor

Tripadvisor Internal Data, Data Scope - August 2020 vs August 2019

Rank Top 1 Sydney2 Brisbane

3 Perth4 Canberra5 Adelaide6 Sunshine Coast7 Gold Coast8 Melbourne9 Cairns10 Surfers Paradise

August 2020Rank Top 1 Sydney2 Melbourne

3 Brisbane4 Perth5 Brisbane6 Gold Coast7 Canberra8 Adelaide9 Cairns10 Surfers Paradise

August 2019

Australian Browsing Behaviour


Lean into local opportunities

Tripadvisor

Source: Tripadvisor Internal Data, August 2020

How Victorians are browsing Rank Destination 1 Melbourne2 Gippsland3 Mornington Peninsula4 Geelong5 Yarra Valley6 Ballarat7 Daylesford8 Bendigo9 Lorne10 Healesville11 Grampians12 Warrnambool13 Bright14 Heathcote15 Halls Gap

Rank Destination16 Cowes17 Macedon Ranges

18 Torquay

19 Red Hill

20 St Kilda

21 Mildura

22 Warburton

23 Echuca

24 Hepburn Springs

25 Maroondah

27 Kingston

28 Darebin

29 Phillip Island

30 Moira Shire


We are stronger together

Tripadvisor

Desire for a longer getaway

What is the length of your next domestic trip?


Source: Covid-19 Pandemic Survey; Fielded July 2020

Tripadvisor

Source: Tripadvisor Internal Data, August 2019 vs 2020

Top experiences in VictoriaConfidential - Do Not Share or Forward

Attraction Type YoY ChangeOutdoors, Nature & Parks +192%

Spas, Wellness & Health +152%

Classes & Workshops +157%

Zoos & Aquariums +180%

Food & Drink +119%

Museums +150%

Tours +141%

Tripadvisor

Emerging Travel Trends

Thinking forward to your next domestic trips, even if they are not yet booked, what would you say the purpose of that trip will be?


68%Local experiences

near home

57%Visit friends or

family

55%Take a road trip

54%Plan a hotel staycation



Tripadvisor

Important factors for consumers

Cancellation flexible policy & online bookings

Businesses with clear hygiene and

sanitation practices


Avoid crowded places when

traveling


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Could you say a little more about it? (optional)

We’d love your opinion! Anything you can share will help other travelers choose their perfect hotel. Thanks!


Safety Tools

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Listing Page Updates


Outline your COVID-19 safetymeasures

Management Center


Tripadvisor

Tip 1 Claim or create a business listing page on Tripadvisor


https://www.tripadvisor.com.au/TripAdvisorInsights/w855Get Listed

Tripadvisor

Tip 2 Tripadvisor Insights for your business


www.tripadvisor.com.au/TripAdvisorInsightsTripadvisor Insights

www.tripadvisor.com.au/TripAdvisorInsightsTripadvisor Reviews

www.tripadvisor.com.au/TripAdvisorInsightsTripadvisor Photos

Tripadvisor

Tip 3 Update your details to be featured correctly


Tripadvisor

Endless resources and limited attention

Tripadvisor

How people find your business Confidential - Do Not Share or Forward

Tripadvisor

Business Details


Tripadvisor

Tripadvisor Map Integration


Tripadvisor

Tip 3 Customers want to see exactly what they can expect -tell your story through imagery


Tripadvisor

DOCustomers want to see exactly what they can expect - update your photos with the season

Visual Storytelling


Tripadvisor

DON’TDelete photos from other seasons. Travellers may want to see what your winery looks like for their travel date

Visual Storytelling


Tripadvisor

DOInclude variety of images – Customers, Food, Dining Interior and Exterior

DON’TInclude every single photo. Before you post, narrow down the list to ensure each photo is showing something unique

Visual Storytelling


Tripadvisor

DOMix up the style and formats of your photos. Include a classic shot, but then a wide-angle view of scenery

DON’TUse images that are unclear

Visual Storytelling


Tripadvisor

Tip 4 Commit to listening and respond to customer comments

Confidential - Do Not Share or ForwardConfidential - Do Not Share or Forward

Tripadvisor

● Do not rely on one review in isolation

● Tend to ignore extreme comments

● Pay attention to a business’ reply

How people read reviews


80% of Tripadvisor

users read at least 6-12 reviews

before making a decision to book

91% of Tripadvisor users agree that a

thoughtful management

response to a bad review improves

their impression of a business

Tripadvisor

Commit to listening


BIG4 Ballarat Goldfields Holiday Park

Tripadvisor

Tip 5 How to respond to an unfavourable review

Confidential - Do Not Share or ForwardConfidential - Do Not Share or Forward

Tripadvisor

Commit to listening


Yabby Lake Vineyard

Tripadvisor

Responding to reviews


● Review what has happened

● Incorporate it into the feedback

● Respond as soon as possible

Tripadvisor

Tip 6 Encourage reviews to increase your online presence


Tripadvisor

Increase online presence


Tripadvisor

Tip 7 Market Research!


Tripadvisor

1. Tripadvisor - What we’re about

2. Aussie Consumer Behaviour

3. Master your listing page

Recap Confidential - Do Not Share or Forward

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Melissa Laurie www.linkedin.com/in/melissalaurie

https://www.linkedin.com/in/melissalaurie/

Business Masterclass

Documents

Transcript of Business Masterclass