Ghoomte Reh Jaoge

Social Media MarketingGroup No 5Great Lakes Institute of ManagementPGPM 14-15Charismatic Cholas

The Travelling TeamGreat Lakes Institute of Management

Aditya Singhal9871332843

Aditya Sahdev9884883950

Amishaa Arora9884884179

DhawalSharma

JunaidKhan9868222786

Ishmeet9884889742

Samer Akhter9884886057

Shashank Bhardwaj98848894129

SurabhiKashyap9884882965

Utpal Bhuyan9176672817

Contact Details

• ishmeet.pgpm15c@greatlakes.edu.in• amishaa.pgpm15c@greatlakes.edu.in• adityasi.pgpm15c@greatlakes.edu.in• samer.pgpm15c@greatlakes.edu.in• junaid.pgpm15c@greatlakes.edu.in• utpal.pgpm15c@greatlakes.edu.in• shashankb.pgpm15c@greatlakes.edu.in• dhawal.pgpm15c@greatlakes.edu.in• surabhi.pgpm15c@greatlakes.edu.in

About Trip Advisor

A B2C travel review website.

Started in 2000; Spun off from its parent company

Expedia in 2011.

Contains UGC – User generated content.

TripAdvisor offers a wide variety of travel options, as

well as travel planning features, along with links to

travel bookings such as flights.

Market cap of 12 billion and a P/E of 55 !

Healthy profit margins

Dependent heavily on SEO for bringing traffic to its

website.

About Trip Advisor

60 million unique users every month – largest travel community.

Authentic travel reviews posted by genuine travellers, who paint a fair picture of

what is offered as compared to commercially driven hoteliers.

Interactive forum provide for connecting with like minded people across

continents and share travel experiences.

This creates a massive collection of travel related information.

Uses Facebook to find and connect with your friends as soon as you sign up and

picks information from your and your friends profile about the places you like,

hotels you like etc.

About Trip Advisor

Revenue models

Click based advertisement – e.g. pay per click on the advertisement of a hotel.

Display advertisement – e.g. a hotel pays fixed amount to put up a banner.

Subscription – e.g. a hotel pays on regular basis to show their information and gain exposure to more customers.

Affiliate - TripAdvisor forms affiliations with third party websites such as airlines, hotels, to generate additional revenue by directing traffic over to those websites and earning affiliate commissions.

Competitive Advantage

Some of the factors that makes “Trip Advisor” a unique experience for the customers and helps in building competitive advantage over other companies :

Crowd Sourcing: The act of outsourcing tasks to an undefined ,large number of people or community (a “crowd”) . It is one of the biggest features of successful websites on the internet for getting millions of reviews, comments, rankings from all over the world

Rich User Experience :

Personalized menus, allowing for tailored information

Dynamic searches, broken down into subsections and Simplistic design

Leveraging on Collective Intelligence:

45 million reviews – 20 million users

Users can submit: Reviews, “ Helpful Votes”, Photos

These can effect the popularity index

Software above the level of a Single device : Can support 6 different types of mobile devices leveraging the rich media available

Competitive Advantage

Data is the next intel inside :

45 million reviews – equivalent to millions of Travel books

Whole world in your pocket

Read-Write Web

Focus on quality : 1-point increase in review rating increases odds of getting a booking and

maintains probability of purchase

Work through Social Networks including Facebook, twitter and others

Changing feedback landscape: popularity of online reviews and the importance of social

media are changing how hotels gather feedback and work upon their shortcomings

Power of word of mouth: According to the survey, 90 % placed importance on the people’s

reviews when booking the accommodation for their last trip. 93% stated that other people’s

evaluation on travel review websites influenced travel plans.

Giving importance to management responses to bad reviews: 84% of the users agree that

an appropriate management response to a bad review “improves my impression of a hotel.

Whether hotels like it or not, they cannot ignore TripAdvisor.

Not only do people today write reviews, they also read reviews in the course of

planning a trip.

And, ranking is a reflection of the perceived value of the experience that one offers.

Let us take you through on how New York based Library Hotel has went on to score

a Rank #4 out of 460 hotels in NYC.

Spotlight your best features.Increase direct bookings, get more exposure, get an edge on competitors

How do businesses use Trip Advisor?

Firstly, no one can afford to lose on TripAdvisor which is the world’s most influential

travel website with 200,000 unique visitors each month – that too for free.

So how does this work in practice? When the group receives negative feedback it

doesn’t brush it off, but instead the team pools the creativity of all its managers to

find solutions for the guest. On the other hand, when the group achieves a positive

review, the team celebrates. The staff is constantly encouraged to offer great service

and look for innovative ways to delight guests.

“People will pay a premium to select a hotel with a high ranking because it gives

them confidence that they will have the experience they are hoping for,”, says Adele

Gutman, vice president sales, marketing and revenue at Library Hotel Collection.

How do businesses use Trip Advisor?

Put Analytics into action-Analyze the reviews holistically

Provides a face to

your organization

Bang for the Buck

Direct contact b/w

management and the

customer

High Engagement is

High Retention

Steadfast Feedback leads to

Process Optimization

Unparalleled EndPoint

Connectivity

Close integration with Social Media

Benefits for Businesses

78%

• 78% of respondents say seeing a hotel management response to reviews makes me believe that it cares more about its guests.

84%

• 84% respondents say an appropriate management response to a bad review improves my impression of the hotel.

C.A.R.E• Cared for, Appreciated, and

Respected at Every encounter

The organization should not stick to a defined training schedule.

They should rather try to weave best practices and review them

into every day tasks.

Reviews are open and accessible to a large audience

Consumers base high probability that reviews are honest and unbiased

This trust translates into boost in sales

The website and application open doors for smaller businesses to be

featured on a platform that has an international reach.

Benefits for Businesses

How to use trip advisor effectively?

Pick up reviews with filter – too bad or too good is fake

Analyze the profile of the reviewer – you are going to invest time there

Keep an eye on the Q&A: Make sure you have notifications enabled in your TripAdvisor

settings for the new Q&A function. Speed really matters here and you should reply to

questions within 24 hours

Take another look at TripAdvisor’s review policies: write a review professionally

Pay attention to Ratings and Ranking carefully

Read reviews carefully – understand the traveler and his demographics to understand his

review clearly – a place with students gathering will not have an ambience of a family

gathering . So the review by a person “looking for a family ambience” might be biased.

Look at Traveler’s pics to get real understanding when compared to professional pics of the

place

B2B Companies need to give honest inputs when redirected from TripAdvisor to their

portals

Customers need to provide honest reviews too

1. Buddha Café – No price disclosed, although this restaurant has high rate of visits

2. Burger Shack – a popular food joint, Timings incorrect

3. Negative Co branding

How to use trip advisor effectively?

• Positive reviews are ultimately what drives business and encourages future visitors to

make the move. Interacting with positive reviews strengthens them significantly

• Acknowledgement through a “like”/ ”favourite” of the post and maybe a short and

sweet response is a must

• Responding with personal warmth to positive reviews makes the reviewer feel even

better. They will both recommend to others and they will be more likely to come back

• Share both positive feedback with staff and management to boost employee morale and

make improvements operations.

• Focus on those that will have the greatest effect on both business and the majority of

customers.

• If the person is a loyal customer, maybe offer them a perk the next time they come use

your service or purchase your product.

• Analyse and dwell on the positive comments so as to make it as strength

How to handle positive reviews?

Answer legitimate concerns and trust consumers to distinguish the difference between

genuine and biased reviews.

Never be defensive, even if a customer is clearly incorrect.

Turn it into a positive by engaging in a constructive way and showing that you’re a genuine

business. Turn the comment around by highlighting your strengths.

A Roundtable Discussion: Take the issue to Facebook, Twitter, Google +, on video,

company blog or company website and discuss the issue. Bring up the topic, let the users

respond and respond back. A conversation like this shows customers are valuable and in

turn more loyal customers will flock to you.

Do not offer gift cards or other repayment for a negative experience on the review site.

Provide a business email that the reviewer can contact back : you will be able to go more in

depth with the customer through an email, depending on the severity of the

review/situation

Be personal in responses: This will keep the customer from thinking that they don’t get

generic response to all reviews

How to handle negative reviews?

How not to use TripAdvisor?

TripAdvisor has been the subject of controversy for allowing

unsubstantiated anonymous reviews to be posted about any hotel, B&B,

inn or restaurant.

Its processes, including a team to detect fraudsters as well as automated

tools and algorithms, are extremely effective in protecting consumers

from the small minority of people who try to cheat their system.

Around 30 hotels have been blacklisted by TripAdvisor for suspicious

reviews, including a Cornwall hotel that bribed guests to leave positive

reviews of the hotel.

Hence, trying to "influence" the reviews is not recommended under any

circumstances.

What's there for the customers?

You find genuine photos, not just those uploaded by the business owner.

Ratings by many customers tend to average out, and end up being fair.

So many reviews cannot be fraudulent, truth seems to come out.

You will find a review by someone with similar priorities as yours.

Integrate businesses with local needs. For example , in India - tie up with Ola Cabs.

Sponsor Travel events, be the face of Tourism in India.

Be the best channel to bring cross culture, cross country integration

For example – What are the practices to be followed in countries , their norms,

cultural practices.

Integrate local transport within their aps. Example - DRMC app , Mumbai railways.

Viral videos, strong presence on engagement platforms

Best Practices for promotion of Trip Advisor

Thank You