The world’s largest travel site 50 Million Reasons to Get Involved Making the Most of Your TripAdvisor ® Presence Séverine Philardeau, Vice-President Partnerships Sue Worth, Customer Care Manager EMEA Best Western Hotels GB conference 23 January 2012

The world’s largest travel site A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 2 How important are user reviews to you when determining which hotel to stay at? I won’t book a property unless it has reviews Reviews are important to guests

The world’s largest travel site Travel review Web sites and hotel reviews on online travel agencies (OTAs) are among the most influential forces most frequently cited by travellers when shopping. OTA shoppers who visit hotel review pages in OTAs are twice as likely to convert Source: PhoCusWright, Social Media in Travel, June 2010 Reviews increase conversion

The world’s largest travel site 4 TripAdvisor is the single biggest social media platform used in holiday planning, with of UK holiday makers using the site in some way or other. TripAdvisor is the single biggest social media platform used in holiday planning, with of UK holiday makers using the site in some way or other. 50% Conrad Advertising survey "Mapping the Travel Mind: The Influence of Social Media.” September 2011

The world’s largest travel site Source: comScore, August 2011 Europe 19.2m North America 16m LATAM 3m APAC 10.2m Middle East & Africa 2.6m World’s largest travel site with 50M+ unique users a month

The world’s largest travel site TripAdvisor reviews are largely positive Average score is 3.90

The world’s largest travel site Going social and mobile

The world’s largest travel site TripAdvisor and Best Western 8

The world’s largest travel site Partnership with Best Western France Signed in April 2011 TripAdvisor reviews (and associated management responses) have been integrated on bestwestern.fr TripAdvisor and Best Western France are working in partnership to collect reviews through co-branded post-trip s Results:  Hoteliers are very engaged with the process  Time spent by users on the site is up 76%

The world’s largest travel site 10 Partnership with Best Western International Signed in December 2011 Best Western will integrate the latest TripAdvisor reviews on bestwestern.com Any other country can join Reviews will be collected in partnership with TripAdvisor through co-branded post-trip s Integration planned towards end of Q1

The world’s largest travel site Your TripAdvisor Management Centre 11

The world’s largest travel site 12 Owner verification Introduced in December 2011, in response to owners’ request for enhanced security We could have done a better job communicating it to hoteliers – our apologies! Following feedback from Best Western in general and your CEO in particular, we are looking at ways to make this process easier

The world’s largest travel site Add/update photos and video Edit property description/amenities Change property type/location Report ownership change/duplicate listing

The world’s largest travel site Photos & video – the more, the better Photos provided by management

The world’s largest travel site Respond to a review Dispute a review Get notified of reviews Encourage reviews with marketing tools Track performance

The world’s largest travel site 16 Get notified of new reviews

The world’s largest travel site Find the latest videos, tip sheets, guides and much more!

The world’s largest travel site 18 Videos, tip sheets and how-to guides

The world’s largest travel site Discover the benefits of purchasing a Business Listing

The world’s largest travel site Business Listing: get more direct customers TripAdvisor websiteTripAdvisor app

The world’s largest travel site Add widgets and links to your hotel website

The world’s largest travel site TripAdvisor badges and widgets Available through your Management Centre!

The world’s largest travel site FAQ Owners’ Forum Submit a help request

The world’s largest travel site Management Responses 24

The world’s largest travel site A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 25 Seeing a management response to reviews is important to me If I was considering two comparable properties, the presence of management responses on one would sway me in its favor Management responses are important

The world’s largest travel site A management response to a bad review reassures me A management response to a good review makes me think highly of the hotel A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 26 For good and bad reviews…

The world’s largest travel site A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 27 BUT an aggressive management response to a bad review makes the hotel look worse

The world’s largest travel site 28 Tips to write a great management response Do : Respond quickly Be thankful Respect the customer’s right to have their own opinion Respond to the issue / show you care and want to address it Invite further feedback xDon’t : Get lost in trivialities Use a standard response Try and market Do : Respond quickly Be thankful Respect the customer’s right to have their own opinion Respond to the issue / show you care and want to address it Invite further feedback xDon’t : Get lost in trivialities Use a standard response Try and market Respond when: – You genuinely need to make amends – They’re misstating the facts How to respond: – Listen – Be honest – Remain calm – Show your personality: a little humour is allowed, sign with your name

The world’s largest travel site 29 Example of a good management response Respond quickly Be thankful Respond to the issue Invite further feedback Show your personality Respond quickly Be thankful Respond to the issue Invite further feedback Show your personality

The world’s largest travel site Customer Care for Hotel Managers 30

The world’s largest travel site 31 New Global Customer Care team New Customer Care director hired in April 2011 in the US New Customer Care Manager EMEA joined in August 2011 in the UK Team based in London and Oxford (with support from the US) Opening times: Monday to Friday, 9 am to 6 pm Phone number: or address: 1 – Start with your Management Centre to access our self-service tools 2 – If in doubt, contact the Customer Care team 3 – Some issues may need to be referred to our subject matter experts (geographical location, suspicious activity, technical issues) and may take longer to address 1 – Start with your Management Centre to access our self-service tools 2 – If in doubt, contact the Customer Care team 3 – Some issues may need to be referred to our subject matter experts (geographical location, suspicious activity, technical issues) and may take longer to address

The world’s largest travel site 32 Future plans Investing in new technology to improve customer query management and phone access Defining levels of premium support for specific hotel partners such as Best Western Expanding the team to ensure maximum coverage of languages and time zones Ensuring we have specialists on the team who can respond to all key queries

The world’s largest travel site Case Studies 33

The world’s largest travel site Other hotel chains partnering with TripAdvisor

The world’s largest travel site Also working with TripAdvisor to collect reviews Benefits:  Take control of the review process: the more reviews, the more representative they will be of the actual experience at the property  More reviews = more visibility for your property on TripAdvisor  Hoteliers are more engaged in the process and respond more to reviews, creating a better image Sample partners

The world’s largest travel site Testimonials “…We see them staying longer on our site. We have also seen that customers visiting Expedia and other travel agency sites end up booking with us.” Jean-Luc Chrétien, Executive Vice President of Marketing & Distribution Accor Hotels “We’ve been looking at conversion rates over the last six months and have noticed reviews are extremely influential on people’s decisions” Gerard Tempest, Sales and Marketing Director Premier Inn

The world’s largest travel site 37

The world’s largest travel site Note to self: 1.Join property representatives and register with the new Management Centre today– FREE! 2.Upload photos and video to TripAdvisor listing – FREE! 3.Use reminder tools to encourage guests to write reviews – FREE! 4.Sign up for new review notification and respond to select reviews – FREE! 5.Add TripAdvisor content to your website with badges and widgets – FREE! 6.Consider subscribing to Business Listings 38

The world’s largest travel site 39 Thank you!