WEBINAR VIDEO: Cornell/Revinate study of how to improve your TripAdvisor ranking July 2016

How to improve your TripAdvisor ranking

Webinar July 12, 2016

Your hosts

Sean O’Neill Editor in Chief & Moderator Tnooz

Gene Quinn CEO & Producer Tnooz

Your presenters

Kenny Lee VP of Marketing Revinate

Brian Payea Head of Industry Relations TripAdvisor

Chris Anderson Director Cornell SHA

Glynis Esmail VP of Marketing Landmark Hotels Group

Tara Peterson Corp. Marketing Coordinator IDM Hospitality

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Poll Question #1

Where are you located?

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Poll Question #2

Which industry segment do you represent?

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•  Welcome from Revinate

•  Managing your Reputation on TripAdvisor

•  Cornell-Revinate Research: “Hotel Performance Impact of Socially Engaging with Consumers” (April 2016)

•  Case Studies

•  Landmark Hotels Group

•  IDM Hospitality Management

•  Q&A

Agenda

Managing your Reputation on TripAdvisor Brian Payea, Head of Industry Relations

Highly Engaged Hotels See More Results on TripAdvisor Atmosphere Research Group study links engagement and performance

What makes a hotel highly engaged on TripAdvisor? •  At least one active, verified owner •  10+ Management Photos on their listings •  25%+ of reviews receive a Management Response How highly engaged hotels perform over others:

Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015

+387%

AVERAGE PAGE VIEWS PER

MONTH

+63%

TRIPADVISOR POP RANKING PERCENTILE

The “Virtuous Circle”

of Guest Engagement

Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015

TripAdvisor Popularity Ranking

QUALITY   QUANTITY   RECENCY  CONSISTENCY  OVER  TIME  

Top Factors Driving Traveler Engagement on TripAdvisor

Source: 2014 TripAdvisor internal data study of most reviewed cities on TripAdvisor. Cities included in study sample are: London, Rome, Paris, New York City, Las Vegas, Barcelona, Orlando, Milan, Florence, Bangkok, San Francisco, Istanbul, Amsterdam, Berlin, Madrid, Prague, Edinburgh, Venice, Chicago, Buenos Aires, Singapore, Dublin, Marrakech, New Orleans.

Number of reviews in the past year

Total number of reviews

Management responses in the past year

Number of photos

TRIPADVISOR BEST PRACTICES

Encourage Guests to Write Reviews

•  Email Reminders •  Widgets •  Reminder cards, stickers & flyers •  TripAdvisor app for Facebook

TripAdvisor Review Collection Tools:

Review Collection Services

Source: Using Guest Reviews to Pave the Path to Greater Engagement” collected by Atmosphere Research Group

Hotels using Review Collection programs may increase TripAdvisor reviews by 30 - 80% and page views by 40% compared to others that don't use them

Respond and Thank Travelers for their Feedback

of TripAdvisor users agree that a thoughtful response to a bad

review improves their impression of a hotel

85%

of TripAdvisor users are more likely to book a hotel which

responds to traveller reviews versus a comparable hotel which

doesn’t provide management responses

65%

Source: 2015 ‘Custom Survey Research Engagement’ conducted by Phocuswright on behalf of TripAdvisor. .

Q&A Feature Increases Sense of Transparency

Also encourages past customers to advocate

for your brand

For TripAdvisor Tools and Best Practices Visit TripAdvisor Insights TripAdvisor.com/TripAdvisorInsights

@TripAdvisorB2B

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Poll Question #3

For hoteliers, are you integrating TripAdvisor Review Collection into your

post-stay survey program, either with Revinate Surveys or another provider?

•  Yes

•  No

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Cornell-Revinate Research (April 2016)

1.  Encouraging Reviews

•  Series of A/B tests w/ 80 hotels (US, Australia and Europe)

2.  Responding to Reviews

•  Two archival samples

•  Impacts on conversion @ TripAdvisor

•  Impact on TripAdvisor scores

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•  Should you facilitate online guest feedback?

•  Series of A/B tests with 80 hotels (US, APAC, Europe)

•  A period, status quo (up to 12 month period)

•  B period, encouraging/facilitating online guest reviews with Revinate

Surveys (same duration as A period)

•  Impact on TripAdvisor Metrics and Hotel Performance Metrics

1. Impact of Encouraging Reviews

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1. Impact of Encouraging Reviews

# Review Index 3X average increase in TA review volume

3X 2

6

5

4

3

1

Popularity Index 10% average increase

(58% of hotels increased in rank)

Occupancy Index 1% average increase in

occupancy index

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•  3 years of data

•  All reviews posted to TripAdvisor for two US markets (one leisure heavy)

•  Look at reviews (scores, volume, responses) on a quarterly basis

•  Variable of interest is Review Score

2. Impact of Responding upon Subsequent Review Scores (NY & Orlando)

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2. Impact of Responding upon Subsequent Review Scores (NY & Orlando)

Relative Frequency

% of Reviews with Response

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2. Impact of Responding upon Subsequent Review Scores (NY & Orlando)

  % Change in TA Score

# of Reviews 0.0002

Response (1 no response/0 response) 0.91

% of Negative Reviews with Response 1.02

% of Positive Reviews with Response 0.98

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2. Revenue Impact of Responding to Reviews

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  # of Hotels % with

Response Average

Review Score Average Room

Nights ADR Average # of

Reviews

Italy 34895 9% 3.8 50 120 41

UK 9335 16% 3.48 51 132 105

France 20488 12% 3.44 57 118 46

Dubai 477 26% 2.71 205 196 258

2. Revenue Impact of Responding to Reviews

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2. Revenue Impact of Responding to Reviews

0  

0.5  

1  

1.5  

2  

2.5  

0   0.2   0.4   0.6   0.8   1  

Revenue factor compared to

not responding to reviews at all

Percentage of reviews with a response

Focus more on negative reviews than positive

reviews

±2.2x revenue impact at 40-45%

response rate!

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Key Takeaways

•  Online reviews reduce product uncertainty and allow hotels to make operational/service improvements

•  Impacts of engaging with consumers on TripAdvisor

•  Impact of informing consumers you want their opinion

•  Impact of letting them know that you are listening

•  Caution…

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Poll Question #4

What is your top priority in 2016?

•  Guest feedback management

•  Guest Customer Relationship Management (CRM)

•  More direct bookings and website conversion

•  Loyalty marketing

•  Other

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•  North America, Hawaii, and Mexico

•  Sense of Style, Place, Success, and Purpose

•  Makena Beach & Golf Resort

•  Competitive luxury destination •  TripAdvisor beneficial for both Operations and Marketing •  Goal setting in Revinate to track management response rates

•  Need for holistic channel management approach and personalization

Case Study: Landmark Hotels Group

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#11

#7 (TA publishing

launch w/ Revinate)

#1 0

5

10

15

Oct-12 Jan-13 Apr-13 Jul-13 Oct-13 Jan-14

Makena TripAdvisor Popularity Index

Case Study: Makena Beach & Golf Resort

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•  Regional, urban boutique hotels committed to their local communities (“Uniquely Independent”)

•  Differentiated in competitive markets

•  Workflow management, ticketing and sentiment analysis critical to operationalizing guest feedback and making capital decisions, rate management

•  High-touch, localized service

Case Study: IDM Hospitality Management

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Case Study: IDM Hospitality Management

438 (TA publishing

launch w/ Revinate)

1284

1923

0

500

1000

1500

2000

2013 2014 2015

IDM TripAdvisor Review Count

3X

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Where to Learn More: learn.revinate.com

Q & A

Thank you!

Send your questions and comments to gene@tnooz.com

Replay and presentation will be available on www.tnooz.com