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Growing Together:

Presented by: Melissa Surane Southeast Sales Manager, DMO Display Advertising Sales. Growing Together:. Building your business with the world’s largest travel site. z. Growth is never by mere chance; it is the result of forces working together . -James Cash Penney .

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Growing Together:

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  1. Presented by: Melissa Surane Southeast Sales Manager, DMO Display Advertising Sales Growing Together: Building your business with the world’s largest travel site

  2. z Growth is never by mere chance; it is the result of forces working together.-James Cash Penney

  3. -PhoCusWright’s Social Media in Travel 2011: Traffic, Activity and Sentiment, July 2011 “From traveler review websites and blogs to social networks and the ever- expanding social graph, the voice of the traveler is playing a greater role in the travel search-shop-buy process.” 3

  4. Review Sites Social Mobile 4

  5. -PhoCusWright’s Social Media in Travel 2011: Traffic, Activity and Sentiment, July 2011 “More than two in three travelers cite traveler reviews…as influential when planning leisure travel.” 5

  6. Facebook has more than 1 billionactive users Source: Facebook.com

  7. of online travelers are daily users of social networks 69% PhoCusWright’s Traveler Technology Survey 2011, November 2011 million

  8. By 2014, 1.85 billion people will use social networks on a monthly basis That translates to 71% of the world’s Internet users 1.85 1.66 billion 1.43 billion 1.20 billion billion 2011 2012 2013 2014 eMarketer.com, February 2012

  9. 87% of the world’s population are mobile subscribers Source: mobiThinking.com, January 2012 & International Telecommunication Union, 2011

  10. How consumers use mobile: travel • Mobile was responsible for $2.6 billion USDin travel booking value in 2011.1 • By 2013, that number is projected to exceed $8 billion USD.1 • 3 in 4 active travelers use a mobile device while on the move.2 1 PhoCusWright January 2012 2mydestination.com

  11. Where does TripAdvisor fit in?

  12. z 30 domains in21different languages 36 million members worldwide Over 1.6 million businesses in Over 110,000destinations Over 60 million unique monthly visitors worldwide Over 75 million unbiased reviews and opinions of hotels, restaurants and attractions 12

  13. Growing together: What you can do to improve your presence on TripAdvisor

  14. 8 TripAdvisorTips 1 Register with the Management Center 2 Encourage reviews Encourage reviews Get notified of reviews and track reviews 3 4 Write a management response 5 Include a description of hotel and amenities 6 Add photos and videos 7 Add a widget from the Widget Center 8 Add direct contact info with Business Listings

  15. Register with the Management Center 1 Utilize TripAdvisor reviews to increase booking conversion Respond to reviews and provide potential customers with useful information Track reviews and customer satisfaction of your property

  16. 2 Encourage guests to write a review

  17. Online and offline tools

  18. TripAdvisor reviews are largely positive

  19. What affects your popularity? 1) How recent the reviews are

  20. What affects your popularity? 2) How positive or negative the reviews are

  21. What affects your popularity? 3) The number of reviews

  22. 3 Get notified and track reviews

  23. Track and manage your performance Manage recent reviews and see how travelers have rated your property, such as the service, cleanliness, location, etc.

  24. Benchmark your performance

  25. 4 Write a management response

  26. Management Response notification e-mails

  27. If I was considering two similar properties, the presence of management responses on one would sway me in its favor. A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”

  28. 5 Include a description and amenities

  29. 6 Upload photos and videos

  30. 7 Add a widget from the Widget Center

  31. 8 Add direct contact info with Business Listings • Reaches in-market browsers • Capped annual fee • Pro-rated refundif not satisfied • Performance tracking • Incremental customers • Flexible display options

  32. Growing together:What TripAdvisor is doing for you

  33. Management Dashboard

  34. Facebook integration/Wisdom of Friewnds 2x 100m 27% • more engaged • personalised users • content contributions Generates revenue

  35. Videos, tips and guides

  36. Second most downloaded travel app in the world!* • Find & contact hotels • Find & reserve restaurants • Find & book attractions and tours • Find flights • Read & participate in travel forums • Write reviews * Source: Distimo study of all mobile app downloads in travel sector in 2011 across all 65 markets where data is available for Apple App Store for iPad, Apple App Store for iPhone, Google Android Market and Windows Phone Marketplace.

  37. TripAdvisor for Business resources • URL • www.tripadvisor.com/Owners • Twitter • @TripAdvisor4Biz • Blog • http://tripadvisor4biz.wordpress.com/ • For Business Listings sign up: • Online at www.tripadvisor.com/BusinessListings • Call 1-866-322-5942 (within USA) or +1-617-431-5424 (outside USA). Agents are available Monday through Friday, 9:30am to 5:00pm, US Eastern Time.

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