Getting the Most out of TripAdvisor Carla Pendergraft Director of Marketing Waco Convention & Visitors Bureau

Facts About TripAdvisor #1 travel site in the world Reaches 340 million unique monthly visitors More than 350 million reviews and opinions 6.5 million accommodations, restaurants and attractions. The sites operate in 48 countries worldwide.

What Travelers Think 76% of travellers are more willing to book with a hotel with higher TripAdvisor review scores Studies show the more TripAdvisor reviews a business has, the more revenue it will generate with each transaction. More reviews = more legitimacy and trust for the visitor

What Businesses can be listed? Must be travel-related – hotels, restaurants, attractions, and vacation rentals are the only categories Can be difficult to get listed Not every business fits into their guidelines

Waco on tripadvisor Waco's Things to Do shopping 35 museums 11 tours food & drink 9 nature and parks 7 outdoor activities 10 sights and landmarks 8 Zoos and aquariums 1 fun and games boat tours and water sports 3 traveler resources 5 concerts and shows water and amusement parks 2 nightlife 13 spas and wellness classes and workshops transportation 139

Waco on tripadvisor 339 restaurants 30 hotels – report duplicates at https://www.tripadvisor.com/GeneralSupport Click on “Improve this Listing” to correct info on most Vacation rentals – 3% per booking

How to get listed Go to https://www.tripadvisor.com/Owners Search for your business name If your business is not in there, click on “Business not listed? Get listed now.” If your business is already in TripAdvisor’s listings, claim your listing. Fill out your business profile completely Upload plenty of photos TripAdvisor will verify you via phone or other means

Getting Listed

Why are some businesses rejected? Their editors cannot verify that the place or business meets their guidelines due to insufficient information online. Their editors determined that the place or business does NOT meet their guidelines. Animal policy; family friendly policy; classes and workshops that take place over multiple days; events and festivals; travel agencies or other resellers; event planners; chain stores; and many others Tours: Tour companies need to offer scheduled regular tours, not custom ones.

Tripadvisor Account Management Center

Competitive Set

Reviews report

Reviews Ask customers to give you reviews on TripAdvisor Hire people who will give your customers the best experience Learn from the negative reviews. Change things to improve guest experiences! Quickly respond to every review Consider every customer touchpoint and how it can be improved

Review Tools Write-a-Review Widget Visitors can write a review without having to go to your TripAdvisor property page. Reminder flyers and reminder cards print downloadable flyers to display at your check out desk or order business cards to hand out to your guests at check out. Review Express Review Express allows you to create and send free professional-looking emails to encourage your guests to write reviews.

TripAdvisor Review Express Free tool to request reviews, via email, from your guests or customers Set up a template, upload a spreadsheet containing only guest email addresses, and send the review request. Very quick way to obtain more TripAdvisor reviews.

Reviews process https://www.tripadvisor.com/TripAdvisorInsights/w795

suspicious reviews Review Boosting Business tries to boost their number and quality of reviews through incentivizing or other means Review vandalism Competitor posts negative reviews about a business, pretending to be a customer Review Optimization Business pays a third party company to submit false reviews

More on reviews Anyone can flag a review Don’t incentivize reviews If travelers have been promised a reward in return for a review of a specific business, they are more likely to write a review that doesn’t reflect their true experience.

incentives Incentives are any rewards or preferential treatment a property offers to guests in exchange for writing reviews of that business. Examples include: Drawings or raffles: Guests are told they will be entered into a drawing or lottery after they have posted a review on TripAdvisor. Discounts: Guests are offered reduced rates on current or future stays in return for writing a review. Special treatment: Guests are promised upgrades, coupons, free amenities, etc. in exchange for posting a review.

Negative reviews Thank them for bringing it to your attention. Apologize for the inconvenience it has caused them and explain why it occurred. Be honest. Listen with genuine empathy and focus on solutions Show the person that you understand their situation by summarizing and repeating it back to them. Explain the steps you will take or have taken to rectify the situation. Remember other travelers are reading your responses.

The TripAdvisor Certificate of Excellence Accommodations, eateries, airlines, holiday rentals and attractions are eligible to receive a TripAdvisor Certificate of Excellence. To qualify, a business must: Maintain an overall TripAdvisor rating of at least four out of five Have a minimum number of reviews Have been listed on TripAdvisor for at least twelve months Printable certificates and stickers are also available for those earning this award.

Resources Accommodations listing guidelines: https://www.tripadvisorsupport.com/hc/en-us/articles/200614697 Things to do guidelines: https://www.tripadvisorsupport.com/hc/en-us/articles/200614767 Restaurants guidelines: https://www.tripadvisorsupport.com/hc/en-us/articles/200614647 Request a new listing: https://www.tripadvisor.com/GetListedNew