Managing Your Brand’s Online Reputation on TripAdvisor

Scott CaufieldDMO Sales Manager - Midwest Region

TripAdvisor

Getting the Most out of the World’s Largest Travel Site

GULF SHORES & ORANGE BEACH ON TRIPADVISOR

Gulf Shores & Orange Beach on TripAdvisor

NUMBER OF REVIEWSo 11,160 Hotel & Accommodation

o 5,936 Vacation Rentals

o 9,264 Things to Do

o 37,490 Restaurant

TripAdvisor Users Viewing Gulf Shores & Orange Beach - 2015

19.1 million page views (30% YOY increase)

4.2 million unique sessions (35% YOY increase)

Top 5 Country Markets

o Canada

o United Kingdom

o Germany

o China

o India

Top 5 City Markets

o Houston

o Birmingham

o Atlanta

o Saint Louis

o New Orleans

Gulf Shores 4.13 average

Orange Beach 4.27 average

Total 4.20 average

Gulf Shores & Orange Beach 2015 REVIEW AVERAGES

TRIPADVISOR BY THE NUMBERS

user contributions every minute

unique monthly visitors*million

reviews and opinionsmillion

TripAdvisor membersmillion

DO REVIEWS REALLY MATTER?

Reviews matter: When researching restaurants or local attractions on TripAdvisor, 1 in 5 (20%) users read 11+ reviews before making decision.

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.

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

• 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

SIX STEPS TO MANAGE YOUR REPUTATION

TAKE CONTROL

Use the Management Center

www.tripadvisor.com/owners

EMBRACE FEEDBACK

TripAdvisor reviews are largely positive

Source: TripAdvisor. Percentage of all ratings, January 2014

48%30%

12%5%5%

Average Review Score:

4.12

Key factors that influence your popularity

QUALITYRECENT REVIEWSQUANTITY

Track performance with Review Metrix

Use the Property Snapshot

• Ratings• Rankings• Review, photo and top

comments activity

Key metrics to measure day-to-day performance

20

ENCOURAGE FEEDBACK

Tools to Encourage Feedback

• Custom Reminder Cards (first 100 are free)

• Reminder Flyer – printable from your listing’s management center

• Website Widgets

• TripAdvisor Facebook App

• Get Creative!

Review ExpressEasier than ever to ask guests to write a review on TripAdvisor!

• CRM Email tool

• Customizable templates

• Campaign Dashboard

• It’s FREE!

SPEAK UP

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%

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)

Management Responses: Best Practices

1. Sign up for review notification emails2. Read our guidelines3. Respond promptly4. Say “thank you” 5. Be original in reply6. Highlight positives7. Address specific complaints8. Be polite and professional

PAINT YOUR PICTURE

Upload Photos

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013

73% of TripAdvisorusers use photos from other travelers to help them make a decision

Be Sure Your Listing is Complete

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013

SING YOUR PRAISES

of TripAdvisor members surveyed say they are more

likely to use a business with a

TripAdvisor endorsement on

display

75%Order your TripAdvisor stickerVisit your Management Center’s “Free marketing tools” section

Source: "TripAdvisor Member Survey, October 2012

Certificate of Excellence Award Promotion• Add the emblem to your

website

• Display your award at your business

• Press release

• Social Media

• Incorporate into customer communications

112 Gulf Shores & Orange Beach Hotels, Attractions, and Restaurants were Certificate of Excellence Winners in 2015!

In Summary…

Effectively Manage Your Reputation in 6 Steps• TAKE CONTROL: own your listing

• EMBRACE FEEDBACK: it’s better than you might think!

• ENCOURAGE FEEDBACK: the more you get, the better it’s likely to be

• SPEAK UP: guests are more likely to come back when you respond to reviews

• PAINT YOUR PICTURE: complete your listing – photos, amenities and other features draw more visitors!

• SING YOUR PRAISES: let the world know you’re proud of your feedback!

Thank You!