Post on 16-Jun-2020
TripAdvisor Session
Port Stephens Member Update – May 2018
Alanna Green – Destination Marketing
Photo Credit: SAYS Malaysia
YEAR 2000 WHERE IT ALL BEGAN
HOW DID TRIPADVISOR BECOME THE
WORLD’S LARGEST TRAVEL SITE?
We’re the World’s Largest
Travel Community
455
MILLIONUNIQUE MONTHLY USERS
600
MILLIONREVIEWS & OPINIONS
310+ NEW
CONTRIBUTIONSPOSTED EVERY MINUTE
455+
MILLIONAPP DOWNLOADS
49 MARKETS
28 LANGUAGESACROSS THE GLOBE
Company Confidential 5
Our Significant Influence on Tourism
TripAdvisor’s influence keeps growing:
1. Oxford Economics, 2018
2. ComScore, 2018
10.4%influence on all global travel in
2017
$520Binfluence on total
$4.9T tourism industry1
60%of people booking
travel online went to TripAdvisor during the
travel planning and booking process2
74%of travelers used TripAdvisor when booking on hotels
websites
Company Confidential 6
TripAdvisor is still the Most Influential Travel Site in Australia – and it’s not just TripAdvisor saying that…..
ALL ABOUT REVIEWS
8
of consumers say they trust online reviews as
much as personal recommendations88%
Yes, if there are
multiple customer
Reviews to read
Yes, if I believe the
reviews are authentic
Yes, for some types
of business, no for
others
No
2011 2012 2013 2014
Power of Community and Reviews
Consumers Trust TripAdvisorPlatform Duration Pages/Visit
TripAdvisor 5:10 4.62
Facebook 1:57 1.41
Twitter 1:19 2.21
Pinterest 1:12 1.15
9
of global travellers say reviews
are influential when choosing
where to book89%
What impacts global travellers’ decision for where to travel:
65% online travel
reviews
48% Personal
recommendations
Source: Phocuswright/TripBarometer/CIM & YouGov
TripAdvisor82%
Amazon79%
Mumsnet74%
LinkedIn69%
Personal
Blog67%
Pinterest61%
Google+56%
Twitter55%
Brand/Business Blog54%
Instagram49%
Facebook46%
10Source: “Publication Name,” Date, URL
• Consumers do not rely on one review in isolation
• Consumers tend to ignore extreme comments
• Consumers pay attention to a business’ reply
How Travellers Read Reviews
Source: 2015 Phocuswright study, commissioned by TripAdvisor
11
Journey of a TripAdvisor Review
12
TRIPADVISOR INSIGHTS
AU TripAdvisor Travellers Path to Purchase
14
Source: TripAdvisor Internal Data - Data Sourced from March 2017 to March 2018
•TripAdvisor reaches travellers at each stage of the
travel journey to inspire, influence & drive
conversion to achieve incremental revenue
•TripAdvisor now offers travellers an end to end
travel solution - hundreds of thousands of tours,
attractions, hotels and restaurants are now
bookable on TripAdvisor
•40% of TripAdvisor travellers recall
booking a different destination based on content
they viewed on TripAdvisor
•The TripAdvisor AU audience in on average
taking 35.95 days to plan their trip to Port
Stephens and are on average spending 1.65
days in the destination.
15
AU Interest in Port Stephens YoY
Source: TripAdvisor Internal Data. Data Sourced from January 2016 – September 2017
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
• Interest in Port Stephens from the Australian audience has grown on average at 4% YoY
• Highest level of interest in the destination was January 2018
Top AU Cities Viewing in Port Stephens & Average Ratings by Travellers
• 72.8% of the AU TripAdvisor
audience viewing Port Stephens
are from Sydney.
16
Source: TripAdvisor Internal Data - Data Sourced from March 2017 to March 2018
4.05 4.46 4.09
Average Bubble Ratings
Sydney, Australia, 72.8%
Canberra, Australia, 1.8%
Bowning, Australia, 1.5%
Melbourne, Australia, 1.5%
Bowral, Australia, 1.2%
Brisbane, Australia,
1.0%
Australian Capital Territory, Australia,
0.7%
Greenfield Park, Australia, 0.7%
Adamstown, Australia, 0.6%
Gosford, Australia, 0.5%
Others, 17.7%
TAKE CONTROL
Claim Your TripAdvisor Listing
18
The TripAdvisor Management Centre
19
Claiming your listing gives you access to the Management Centre where you can:
• Review Express
• Widgets
• Reminder cards
• Downloadable assets
• Stickers
• TripAdvisor app for Facebook
Encourage Guests to Write Reviews with Review Collection Tools
Management Responses Influence Decisions
21
85%Of TripAdvisor users are
more likely to book a
hotel which responds to
travellers reviews versus
a comparable hotel
which doesn’t
65%Of TripAdvisor users
agree that a thoughtful
Management Response
to a bad review improves
their impression of a
business
Best Practices for Management Responses
1. Sign up for review notification emails
2. Respond promptly
3. Say ‘thank you’ for the feedback
4. Be original in your reply
5. Highlight the positive
6. Address any specific comments
7. Be polite and professional22
Three things you can do after a bad review
• Review what’s happenedWhat was the core problem that your guest experienced? Is this the first
time you’ve seen this feedback, or is a trend developing?
• Incorporate the feedbackOnce you have some background, strategize with your staff on specific
improvements that need to be made. Come up with an action plan for
what your property will do and which team member will take the lead.
• Complete a Management ResponseWrite Management Responses to bad reviews as soon as possible. Your
response explains the review to other potential guests on your property
page.
23
24
TripAdvisor Popularity RankingYour TripAdvisor popularity ranking is based on traveller reviews and reflects your standing against other businesses within your geographical location.
1. Quality of Reviews
2. Quantity of Reviews
3. Age of Reviews
CLOSING REMARKS
26
TripAdvisor Insightswww.tripadvisor.com.au/TripAdvisorInsights
TripAdvisor Insights allows you access to
Manage Your Listing, Build Your Business,
Reviews, Performance and Research and
Trends.
27
Help Centre
www.tripadvisorsupport.com
TripAdvisor Help Centre provides
General or Owner Support, along
with links to information on our
Guidelines, Site Features,
Community and Technical Support.
• Alanna Green – Destination Marketing
⁃ algreen@tripadvisor.com
• TripAdvisor Customer Service – Singapore
⁃ 1800-208-779
28
Contact Details
Port Stephens Member’s Meeting
Chloe Jenkins: Account Manager New South Wales, Australian
Capital Territory and Tasmania
Increase Worldwide Reach
1
Bigger
Audience
• Access millions of online travel planners
• Sell through some of the world’s most trusted travel brands
• Attract global customers through multilingual sites, and transact in multiple
currencies
More
Channels
New Customers
Reach even more travelers through partner networks
Travel Sites
Hotels
Travel Agents
Loyalty/
Redemption
Technology
Partners
Airlines
2
3
4
• New booking platform designed specifically for travel agents
helps drive more bookings for our suppliers
• Agents get direct access to our product inventory on behalf
their clients for 8% commission
• Your products get increased visibility among the global travel
agent marketplace—meaning more potential revenue for your
business
• Thousands of agents have already signed up—with more
joining everyday!
• Check it out: https://travelagents.viator.com/
Introducing the new Viator Travel Agent Program
Expanding network of 40+ reservation
system partners enabling real-time availability
and automating the booking process—key to
last-minute and mobile booking growth
API Strategy Focused on Improved Customer Experience
Accesso
Activitar
ActivityRez
ActivityLink
Adventure Office
American Trans Data
Attraction Suite
Bookeo
Booking Boss
Bookingkit GmbH
Bokun
Centaman
Datatrax
EzTix
Fare Harbor
Gateway / eGalaxy
Get In Sell Out
JBS / CustomLinc
Peek
Ponorez
Respax
Rezdy
Rezgo
TicketingHub
TourCMS
Trekksoft
WMS (TourBiz)
XOLA
Zaui
Many more!5
Bokun is a business management tool for tour operators
6
Key Features:
• Inventory management
• Online booking engine & credit card
processing
• Channel management
• Pricing & product content
management
We think that suppliers who use tools are often higher quality…
7
12%
Fewer cancellations amongst
suppliers using SaaS
49%
Higher booking conversion for
suppliers using SaaS
… and we’ve an opportunity to raise the bar in the industry
8
16K Active Suppliers on
2011 2016
% o
f S
up
plie
rs w
ith
So
ftw
are
**Phocuswright – “Tours & Activities Come of Age: Global Travel Activities Marketplace 2014-2020”
11%
45%
9
Get more exposure across the web through global marketing campaigns
• Benefit from promotional opportunities across
TripAdvisor sites and app
• Get noticed online through our global advertising
programs on Google, Facebook and more
• Attract customers throughout the travel planning
journey through our integrated marketing
campaigns
10
• Reach travelers who book in advance or on the go—
even in-destination—through our sites and award-
winning mobile app
• More and more travelers are turning to online and
mobile channels to research, plan and book their travel.
• Travelers increasingly and overwhelmingly want to book
and pay online, and often on mobile.
Boost your sales with bookings across multiple channels
11
• Benefit from business tips and industry insights in the
TripAdvisor Experiences Supplier Resource Center
• Take advantage of Review Express—a free review-
collection tool—plus promotional items and
performance insights in the TripAdvisor Owner
Management Center
Get expert business resources to maximize your success
12
We look forward to working with you!
Get Started Now
https://supplier.viator.com/signup-form.jspa
13
• Manage your business in our easy-to-use
online portal
• Load your products, customize your content,
and manage your pricing and availability – we
handle your bookings and payments for
minimal operational effort
• Supplier Support team available daily for
account assistance and 24/7 Customer Service
team to support our shared customers
Easily manage your business online
14
15
Tips to Increase Booking OpportunitiesTitles:
- A strong title helps potential customers find your listing, and summarises what is unique about your experience
- Concise, descriptive titles. Include key works and phrases
Product Descriptions:
- Clear product descriptions. Well formatted text that is easy to read
- Leave no questions unanswered
- Showcase your strengths over competitors by adding exciting or helpful details about your experiences
- Think about things that fulfil a potential customer’s needs
Images
- Good quality, high resolution images
- Relevant to the product
- Put the customer in the situation
Availability
- As far in advance as possible
- Up to the last minute to capture in destination bookings
- Instant Confirmation