TRAVEL TRENDS AND

REPUTATION MANAGEMENT

Mark Preston

Sr. Destination Marketing Manager

World’s largest

travel siteWorld’s best travel

planning resource

MissionHelp travelers around the

world plan and have the

perfect trip on any budget

Trusted advice from real

travelers

Our Content

In 49 Countries

& 28 Languages

TripAdvisor Owned & Operated Sites

The New Additions

+

Traveler Life Cycle

Awareness

Not planning…

but open to inspiration

Consideration

Starting

the process

Comparison

Short list of

hotels

Booking

Flight -> Hotel

Experience

Actively

on vacation

Advocate

Reviews,

Facebook,

WoM

Week -20+

“Not Yet Ready”

Week -16:

• 5 Destinations

• 0 Hotels

Week -12:

• 3 Destinations

• 6 Hotels

Week -4:

• 1 Destination

• 15 Hotels

Window for

competitive DMO

marketing now

closed

Week 0

• Booked

Book Additional Activities• Restaurants

• Attractions

• Tours, etc.

Already thinking

about next trip!

user contributions

every minute

unique monthly visitors*

million

reviews and opinions

million*Source: Google Analytics, average monthly unique users, November 2016

TripAdvisor members

million NE

AR

LY

NEW YORKWHY IS THIS IMPORTANT TO ASHEVILLE?

Asheville on TripAdvisor

o REVIEWS: 216,500+ reviews &

opinions

Asheville Traffic on TripAdvisor:

o Unique Users – 3.5 million

o Page Views – 13 million

Top 5 International

Markets

o United Kingdom

o Canada

o Germany

o Australia

o India

Top 5 State

Markets

o Georgia

o Florida

o South Carolina

o Tennessee

o Virginia

REPUTATION MANAGEMENT

TAKE CONTROL

www.tripadvisor.com/Owners

Step 1Search for and find your property.

Step 2

Fill in details and sign in.

Register in TripAdvisor Management Center

EMBRACE FEEDBACK

Source: Independent PhoCusWright study “Custom Survey Research Engagement”, September 2015

Management responses influence traveler decisions

13

of respondents say an

appropriate management

response to a bad review

improves my impression of

the hotel.

85% of respondents say seeing a

hotel management response

to reviews makes me

believe that it cares more

about its guests.

80%

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

• However, as reviews increase, ratings become more positive

– Terrible (rating of 1) reviews decrease by more than half

– Excellent reviews grow by half

• Positive reviews are more common than negative reviews

– 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

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.

TripAdvisor reviews are largely positive

Source: TripAdvisor. Percentage of all ratings, January 2014

48%

30%

12%

5%

5%

Average Review Score:

4.12

Asheville Average Reviews on TripAdvisor

Source: TripAdvisor. Percentage of all ratings from 2014- 2016

Average Accommodation

Review Score:

4.29 up .05

Average Attraction

Review Score:

4.64 up .00

Average Restaurant

Review Score:

4.38 up .04

Overall Review Score:

4.44 up .04

Key factors that influence your popularity

QUALITYRECENT REVIEWSQUANTITY

ENCOURAGE FEEDBACK

Source: comScore July 2015

Increasing the number of recent reviews using

Review Express Easier than ever to ask guests to write a review on TripAdvisor

o Engage with guests

after they have stayed

to encourage valuable

feedback for your

business

o Use customizable

templates to easily

email recent guests

o Use campaign

dashboard to monitor

incoming reviews and

optimize campaigns

o It’s FREE!

Review Performance Report

20

Property Snapshot

• Ratings

• Rankings

• Review, photo

and top

comments

activity

Key metrics to measure day-

to-day performance

Management Response Status Notification

• Status updates:

– Yes:

Management

Response

written and

published

– No: No

management

response

– Rejected:

Management

Response

written but

SPEAK UP

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

Management Responses: What to do

Management Responses: What NOT to do

1. The Just Plain Rude Response

Management Responses: What NOT to do

2. The Blame Reversal Response

Management Responses: What NOT to do

3. The I’m Sorry but Not Really

Management Responses: What NOT to do

4. The Kill Them With Irony

Management Responses: What NOT to do

5. The Just Plain Absurd

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

PAINT YOUR PICTURE

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 sticker

Visit your Management Center’s “Free marketing tools” section

Source: "TripAdvisor Member Survey, October 2012

unique domains feature TripAdvisor widgets on their site105,000

people view TripAdvisor content on sites

other than TripAdvisor each month

1 Billion

How to promote your awards

• Add the emblem to your

website

• Display your award on your

property

• Issue a press release

• Contact your local media

• Post your award on

Facebook and other social

media outlets

• Celebrate with past guests

TripAdvisor Insights

www.TripAdvisor.com/TripAdvisorInsights

4

3

THANK YOU

Mark Preston

Sr. Destination Marketing

Manager

781-800-5311

mpreston@tripadvisor.com

Thank you.