Winning with TripAdvisor: How Hoteliers Can Interact and Succeed

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 newsletter125,000 subscribersLatest features for hoteliersBest 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.com/ownersEverything 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 • Easily uploaded via Owners’ Center • 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 worstExample: Sofitel, Paris

22. Most efficient communications methods

25. 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 • Email • 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, Email 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. Value Proposition

35. 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 Register on Business Listings and save 15% on purchase – Limited offer EXPIRED UNTIL 7thMAY 2010 USE the COUPON CODE: *****

37. 20,000 hoteliers feature our reviews on their sites 7,000 badges and widgets distributed in Europe Hotels can adduser generated contentto their own pagesThird-party opinionadds confidence

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

40. Widgets and Badges:User recommendationson your own pages

41. Thank you!