PowerPoint Presentation

TripAdvisor - tendencias de futuro para restaurantesEnBandeja May 2016HOW DID TRIPADVISOR BECOME THE WORLDS LARGEST TRAVEL SITE?

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Lets rewind to 1999When rewind was still a word we regularly used

Every site had the same informationSame description, same amenities, same photo

TripAdvisor CEO, Steve Kaufer was planning a holiday with his wife and was looking for some objective information on their accommodation options4This is what a brochure promised.5

5This is what the traveler got 6

AND SO...THE IDEA FOR WAS BORN

MISSION

HELP TRAVELERS PLAN AND BOOK THE BEST TRIP- Our original mission was to help travelers plan and have the perfect trip. That mission remains the same today, though our size and scope have changed dramatically. 8TripAdvisor headquarters in the year 2000A small office above a pizza shop in Needham, Massachusetts9

TripAdvisor website in 2000Content was sourced from guidebooks and industry experts10

Then TripAdvisor added a review button

Write a Review11TripAdvisor introduces Instant Booking on mobileTripAdvisor Highlights12First ever traveler review is posted on TripAdvisor Restaurants added to the site for the first timePopularity Index launched, ranking properties according to traveler feedbackTripAdvisor forums are createdA flights search feature is launched on the siteTripAdvisor launches first iPhone appHotel price comparison launchesVacation Rentals are added to the sitePartners with FacebookTripAdvisor acquires

and

TripAdvisor reaches 350 millionUnique monthly usersA lot has changed since 199913

From look to book on TripAdvisor

Awareness

Not planningbut open to inspiration

Consideration

Starting the process

Comparison

Short list of hotels

Booking

Flight -> Hotel

Experience

Actively on vacation

Advocate

Reviews, Facebook, Word of mouthWeek -16: 5 Destinations0 HotelsWeek -12: 3 Destinations6 HotelsWeek -4:1 Destination15 HotelsWeek 0 BookedBook Additional ActivitiesRestaurantsAttractionsTours, etc.More tactical , often price specifictargeting Main window of opportunity for Inspiration. Higher funnel activity where a user can be influenced to change destination/Airline/Hotel etc...

Awareness

Not planningbut open to inspiration

Consideration

Starting the process

Comparison

Short list of hotels

Booking

Flight -> Hotel

Experience

Actively on vacation

Advocate

Reviews, Facebook, Word of mouthWeek -20+Not Yet ReadyAlready thinkingabout next trip!The TripAdvisor Content Universeover136,000+destinations

every minute230user contributionsover

over6.4MILLIONbusinesses listed

48Domains in28languages

350reviews & opinionsMILLION

103MILLIONmembers

~755,000 vacation rentals

hotels, B&B &specialty lodging 1,000,000 +4

MILLIONrestaurants655,000attractions

340MILLIONUnique visitors a month

Restaurantes en gran canaria16#172.664 Restaurantes en TripAdvisor Gran Canaria+298.000 opinions

Source: PhoCusWrights Custom Survey Research Engagement, prepared for TripAdvisor. May 2015 More than 80% of users feel that TripAdvisor reviews help them feel more confident in their travel decisions and have a better trip18

Reserve a restaurant everywhereThrough the acquisition of a number of leading restaurant reservation companies, users can now reserve over 200,000 restaurants through TripAdvisor.

#19TRIPADVISOR On the TRIP Experience#

Smartphones: #1 Travel EssentialSource: TripBarometer, October 201575% of global travelers will not leave home without their smartphones#21The In-Destination Use Case Is Huge Mobile is driving fantastic user growth, media companies faster to move in travelSource: (Connected Traveller TripBarometer 2015)

22Gran Canaria - TrendsSeassonality Gran Canaria TrendsDevice Use looking at Gran CanariaHow big is Restaurants in Gran Canaria?2015 Internal DataHow can I start?Is your restaurant registered on TripAdvisor?Go to tripadvisor.es/owners look at your restaurant and claim your propertyYour restaurant is not on TripAdvisor yet?Go to tripadvisor.es/getlistednew and register it

The Power of ReviewsDid you know 54% of travelers wont book a hotel that doesnt have any reviews?Source: Phocuswrights TripAdvisor Custom Survey 2015: Global

#PLAY VIDEO

- Reveals that more than half of global respondents do not want to make a booking commitment until they read reviews and find out what other travelers thought about the property.- According to the study, respondents turn to TripAdvisor on a regular basis. Twenty nine percent visit the site several times a month, 12 percent say they check the site at least once a week and 26 percent regularly use the site more than once a week. Overall, this means that 67 percent of respondents check TripAdvisor a few times a month or more.- More than 80 percent say the sites reviews help them feel more confident in their travel decisions, and help them to have a better trip. Of those polled, 93 percent of respondents feel that a hotel stay is very important to the overall trip experience.

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The Power of Reviews for Restaurants and Attractions85% 79% will usually or always reference TripAdvisor reviews before booking a restaurant will usually or always reference TripAdvisor reviews before deciding on an attraction to visitSource: 2015 Custom Survey Research Engagement conducted by Phocuswright on behalf of TripAdvisor. . #

USING REVIEWS TO POWERYOUR BUSINESS

Key factors influencing your popularity on TripAdvisor

#Algorithm also factors in consistency over time30Take advantage of Management Responses

Once you receive a review take the opportunity to acknowledge that traveller and their opinion! Whether its positive or negative, you as the management have the opportunity to make a public response. And with the way that TripAdvisor is structured, your reply is the final word in that customer interaction theyve issued a statement about their experience, you have the opportunity to reply, and thats the end of the interaction. On the screen now is a great example of how to reply to a positive review. The reviewer talked very highly of the property and the management replied not with a generic thank you for staying, we look forward to having you again, but addressing specific points of the review. This gives you as the listing manager the opportunity to upsell talk about upcoming events, your great location, the exceptional service you provide, and so on. 31

of TripAdvisor users are more likely to book a hotel which responds to traveller reviews versus a comparable hotel which doesnt provide management responses65%of TripAdvisor users users agree that a thoughtful management response to a bad review improves their impression of a hotel85%Management Responses Influence traveller decisions#So now we know why its important to engage with social sharing, how can brands go about doing it? Start basic, by simply thanking and acknowledging is a simple but valuable tool. In fact, the majority (65%) of TripAdvisor users are more likely to book a hotel which responds to traveller reviews versus a comparable hotel which doesnt provide management responsesAnd even if the review is negative it allows you to share your side of the story and 85% of TripAdvisor users agree that a thoughtful management response to a bad review improves their impression of a hotel

Anatomy of a good response

THANKSFOLLOWS UPAPOLOGIZESREINFORCES POSITIVEINVITES BACKDEMONSTRATES IMPORTANCE OF GUEST FEEDBACKResponding to reviews and social media feedback is another important piece. It shows that youre listening and you care and is an opportunity to change impressions. But many hotels and restaurants find it daunting and time-consuming, knowing that responses are public and they influence traveler decisions.

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Avoiding escalationListenEmpathizeApologizeFind a solutionFollow upAvoiding detractors takes us back to some of the fundamentals of guest service: listen to concerns, show empathy, offer a sincere apology, work with the guest to find a solution thats satisfactory to both parties, and follow up to ensure other staff are aware and that any promises are fulfilled. These principles apply regardless of the service channel: in person, on the telephone or on social media. 34Management Responses: Best practicesSign up for review notification emailsRespond promptlySay thank you for the feedbackBe original in your replyHighlight the positive Address any specific commentsBe polite and professional

Try drafting your responses in an offline document first before publishing them online. Dont forget to proofread, keeping an eye out for any grammatical errors. HOT TIP35

Increasing the number of recent reviews using the Review Express Tool 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 optimise campaigns

Its FREE!

Please mention:mention - constantly evolving product, welcome any feedback- we dont do anything except email the customer on their behalf (was an issue that was stressed before)- Also only available to hotels with less than 100 rooms (and restaurants / attractions)- use it all the time!

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Review ExpressEasy to edit template Choose your preferred language Send up to 1,000 email address per day 37Key Benefits of Review ExpressMore reviewsHigher ratingsPositive increase in popularity index

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TakeawaysRegister your businessAdd photos of your restaurants users love themEncourage users to write reviews Review ExpressRespond the reviews - ALLShare your success Certificates of ExcellenceKeep tunned:https://www.tripadvisor.es/TripAdvisorInsights

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