1. Making the most of TripAdvisor for your business Justin Reid, Head of Destination Marketing Europe, Middle East & Africa

2. o Overview of TripAdvisor o How is Scotland performing? o “Year of food and drink” o 5 tips for the smart business on TripAdvisor

3. OVERVIEW OF TRIPADVISOR

4. TripAdvisor Reach The World’s Largest Travel Site 45 Domains in 26 Languages

5. TripAdvisor Reach Source: Google Analytics, average monthly unique users, Q3 2014; does not include traffic to daodao.com user contributions every minute businesses listed million Million Destinations are on the site thousand * Unique monthly visitors

6. TripAdvisor Reach Average rating of global reviews million Downloads of our apps – 28 Times per Minute million Traveller photos submitted million reviews and opinions are live on our site

7. TripAdvisor Reach attractions million Vacation rentals thousand Hotels, B&Bs and speciality lodgings thousand restaurants thousand

8. Source: TripAdvisor internal session data Destination Views By Device Type 8

9. SCOTLAND ON TRIPADVISOR

10. Who’s interested ? The lookers…

11. Within Scotland vs Rest of UK

12. Who’s interested ?

13. Who’s actually coming?

14. Who’s actually booking? The bookers…

15. Who is the most loyal of your target audiences?

16. Who is the least convinced of your target audiences?

17. GLOBAL OUTLOOK TOWARDS “FOOD” AS A DETERMINING FACTOR FOR A DESTINATION

20. FOOD (& DRINK) AS A HOOK

21. Study of 200 destinations by UNWTO UNWTO Global Report on Food Tourism …88% of destinations considered gastronomy as a strategic element in defining the brand and image of their destinatio n

23. Restaurants in Las Vegas… …account for $3.1 billion in revenue in 2014 …or 14.1% of the county’s GDP

24. HOW IS SCOTLAND PERFORMING ON TRIPADVISOR FOR FOOD

25. Number of reviews for Scotland Restaurants

27. Average score for reviews of Edinburgh Restaurants

37. SO WHAT SHOULD A SMART BUSINESS BE DOING ON TRIPADVISOR?

38. 1. Make sure your business is registered on TripAdvisor and use it

39. www.tripadvisor.com/owners Find Your Listing TripAdvisor - The World’s Largest Travel Site

40. Manage Your Listing TripAdvisor - The World’s Largest Travel Site Free to use Tools

41. Review Express – Generate More Reviews TripAdvisor - The World’s Largest Travel Site o Engage with guests after they have stayed to encourage valuable feedback for your business o Use customizable templates to easily email recent guests o Use campaign dashboard to monitor incoming reviews and optimize campaigns o It’s FREE!

42. 2. A picture really is worth a thousands words…

49. 3. Do reply to comments

52. 4. A bad review isn’t WRONG… …it’s free customer research

53. If you are getting reviews like this…

54. 5. Be visible about your TripAdvisor profile …Online and offline

56. People look for security

60. Owners look for feedback

61. Thank you & any questions?