1. How hoteliers can interact with TripAdvisor sites… and WIN !
Presented by Guillaume Thevenot, Hotel Trade Relations, EMEA

2. The largest travel information & research destination on the Web
32 million+ unique monthly visitors
Over 15 million registered members
Over 30 million unbiased reviews, opinions, and recommendations from real travelers
21 reviews and opinions submitted every minute of every day
Goal: every piece of travel information anywhere
70,000+ cities
450,000+ hotels
90,000+ attractions
551,000+ restaurants
2,000,000+ traveler photos of 100,000+ hotels

3. TripAdvisor reviews are largely positive
Average Score is 3.85

4. The Wisdom of crowds
In 2004, Surowiecki published The Wisdom of Crowds, in which he argued that in some circumstances, large groups exhibit more intelligence than smaller, more elite groups, and that collective intelligence shapes business, economies, societies and nations.

5. Four elements required to form a wise crowd
Not all crowds are wise. According to Surowiecki, these key criteria separate wise crowds from irrational ones:
Diversity of opinion Each person should have private information even if it's just an eccentric interpretation of the known facts.
Independence People's opinions aren't determined by the opinions of those around them.
Decentralization People are able to specialize and draw on local knowledge.
Aggregation Some mechanism exists for turning private judgments into a collective decision.

6. TripAdvisor Partnerships Team
Recent addition to TripAdvisor (10th birthday this summer)
Content distribution
Content collection
Hotel Relations
Added March 2009
Pro-active communications with associations, trade organizations
Owners’ Center resources
Educational outreach
Industry feedback to TripAdvisor management

7. Sharing best practices – associations, hotel groups, trade orgs.

8. Owner/manager newsletter 125,000 subscribers Latest features for hoteliers Best practices from fellow users

9. Every hotel has a link, at the bottom of every review page…

11. Owner’s Page for each hotel and Inn: www. tripadvisor
Owner’s Page for each hotel and Inn: Everything they need to manage their TripAdvisor listing

12. To help us provide the most accurate information possible

13. Details can be updated and enhanced by hotel management

14. Missed Opportunities to optimize and differentiate

15. Hotel-supplied Photos and Videos
Unlimited photos by hotel -- Announced March 1, 2010 in newsletter
Easily uploaded via Owners’ Center
Identified as hotel-supplied images
Hotel chooses which is main photo on listing page
Unlimited videos by hotel
Six tags per video enhance searchability

17. Automated email notification of new reviews

18. Guest satisfaction analytics

19. Analyze most recent reviews at a glance, and respond

21. Thank the best, explain the worst Example: Sofitel, Paris

22. Most efficient communications methods

25. Fraud detection and enforcement Very aggressive team Screening
Constant vigilance
Fraud detection and enforcement
Very aggressive team
Screening
Automated fraud detection
Constantly evolving, learning
Absolutely confidential
Community, by nature, self-policing

26. The following actions may be considered fraudulent:
 Attempts by an owner (or agents working on behalf of the ownership of a property) to boost the reputation of a property by:
Writing a review for their own property
Asking friends or relatives to write positive reviews
Submitting a review on behalf of a guest
Copying comment cards and submitting them as reviews
Pressuring a TripAdvisor member to remove a negative review
Offering incentives such as discounts, upgrades, or any special treatment in exchange for reviews
Hiring an optimization company, third party marketing organization, or anyone to submit false reviews
Impersonating a competitor or a guest in any way

28. Official Star Rating– Hotel Class, and Traveller Rating

29. TripAdvisor adoption of official star ratings
Requires and automated feed of the following information
Hotel name
Contact information
Management contact
Phone
Street address, including postal code
Other information that would be valuable in ensuring accurate alignment of a hotel with the hotels in our database, but not absolutely essential
Latitude and longitude (for Google mapping)
Hotel details – amenities, size, etc.
 Periodic updates, automatically sent

31. Search with or without confirmed availability

32. Guests are one click away– hotels competing with OTAs partners thanks to BUSINESS LISTINGS

33. TripAdvisor Business Listings offers a Unique Advertising Opportunity
Market to:
In-Market Customers: Users who are interested in the specific destination, and have navigated to your property page.
Incremental Customers: Unlike Brand Term searchers, these users are adding value as guests and not cannibalizing bookings.
- URL, and Telephone number are displayed to a desirable and engaged audience within an environment of rich, contextual content!
- Capped fee, Unlimited clicks and calls: Sell your property directly to guests and reduce your costs

34. Feature Benefit Value Proposition Fixed Cost
Pay for an annual listing, gain traffic through the year – limited cost and unlimited bookings
Incremental Bookings
Brand loyal customer using paid search may be a channel agnostic customer.
Branded site is platform for future channel loyalty.
Channel acquisition cost
Bookings at a lower cost of acquisition relative to alternative channels
Cancel at any time
This is a risk free investment. If your placement is not working for you, cancel and get a pro-rata refund.
Quality of referral traffic on search engines varies based on source, distribution etc.
TripAdvisor attracts viable demographics of in-market travelers interested in your content

35. 492 Visits; 4.88% Conversion; 6,527 Euros – A winner placement!!
Testimonial
Business Listing of a hotel in Spain went live on January the 12th; Generated 492 visits in 22 days
492 Visits; 4.88% Conversion; 6,527 Euros – A winner placement!!

36. Pricing and Special Promo offer for the association
€ 220
€ 385
€ 550
€ 1,100
€ 2,200
€ 3,850
€ 5,500
Register on Business Listings and save 15% on purchase – Limited offer EXPIRED UNTIL 7th MAY 2010
USE the COUPON CODE: *****

37.                                             
                              
Hotels can add user generated content to their own pages Third-party opinion adds confidence
20,000 hoteliers feature our reviews on their sites
7,000 badges and widgets distributed in Europe

38. Major hotel brands displaying TripAdvisor content
Club Med
Maritim
World Hotels
Pullman – sending post-trip s

40. Widgets and Badges: User recommendations on your own pages

41. Thank you!