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Concurrent Session III
Social Studies:
Engaging with the Consumer
2014 Hawai‘i Tourism Conference Your Business On Yelp: Captivate and Connect with Yelpers
Morgan Remmers, Manager of Business Outreach
Why Yelp Exists:
Yelp: The Leading Local Guide for Real Word-of-Mouth
Positive Feedback Loop
61 Million Reviews
28 Countries Across the Globe Available in 15 languages
138 Million Monthly Unique Visitors
Yelp’s Top 100 Places to Eat in the U.S.
#1. Da Poke Shack, Kailua-Kona, HI
#11. Sushi Izakaya Gaku, Honolulu, HI
#18. Ono Seafood, Honolulu, HI#39. Opal Thai Food, Haleiwa, HI
#41. Marukame Udon, Honolulu, HI#50. Geste Shrimp Truck, Kahului, HI
#73. Ono Tacos, Lahaina, HI#77. Dat Cajun Guy, Haleiwa, HI
#82. Pono Market, Kapaa, HI#95. Sushi Sasabune, Honolulu, HI
Visitors from Other Countries? Problem Solved.
Why Do People Use Yelp?
89% of visitors make a purchase within a week
Start Here: www.biz.yelp.com
Free Tools, User Views & Customer Leads
Optimize Your Listing – All of this is Free!
Add Photos
Add Basic Business Information
Describe Your Business
& Recommend Like-
Minded Businesses
Create a Yelp Deal &
Gift Certificate
Add your website &
receive messages
from potential customers
Check-in Offers
Thanks for checking in to Safari Helicopter Tours!
Here’s a little something to show their appreciation:
1 Free Jurassic Waterfall Poster
Connect with Customers & Join the Conversation
Send Private Message
Post Public Comment
MYTH: Most Yelp Reviews are NegativeFACT: Nearly 80% of Yelp Reviews are 3-Stars or Higher
Distribution of All Reviews
Negative reviews play an important role too:• A variety of experiences are consistent with real life• You can’t please 100% of your customers 100% of the time
1 Star 13%
2 Stars 8%
Tip #1: Craft Responses You Can Be Proud Of…
Tip #2: Say ‘Thank You’, State Your Policy and Respond Promptly
1 Star Review on 8/5/12
Review Update: 3 Stars
Public Comment from
Business Owner
What Are Recommended Reviews?
Provide Great Service
Update Your Email Signature and Business Cards
Create a Check-In Offer & Yelp Deal
In-Office & Newsletter Marketing
Don’t ask for reviews….Simply leave a trail of breadcrumbs so your customers know where to find you online.
Business Owner Resourceswww.yelp.com/support
www.biz.yelp.comwww.biz.yelp.com/support
2014 Hawaii Tourism ConferenceTodd Skelton – West Coast Advertising Sales Manager, DMO
World’s largest travel site
World’s best travel planning resource
MissionHelp travelers around the world plan and have the
perfect trip
Trusted advice from real travelers and a wide variety of travel choices and planning features with seamless links to booking tools
Our Content
In 44 Countries & 24 Languages
More than 80% feel that TripAdvisor reviews help them feel more confident in their travel decisions and have a better trip
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.
TRIPADVISOR
2012
2011
2010
2008
2005
2000
75 MillionReviews &Opinions
Over 1.5 MillionBusinesses Listed
50 Million MonthlyUnique Visitors
20 Million MonthlyUnique Visitors
35 MillionReviews &Opinions
TripAdvisorGoes Live
1 MillionReviews &Opinions
2013
100 MillionReviews &Opinions
280Millionunique monthly
visitors
OVER
OVER
4 Millionbusinesseslisted in
140,000destinations
170Millionreviews & opinions
80OVER
user contributions every minute
HAWAII ON TRIPADVISORHawaii Content on TripAdvisor: 8,156 Hotels & Accommodations Listed
2,831 Things to Do Listed
4,892 Restaurants Listed
146,300+ Topics Discussed in the Hawaii Forums
30,000+ Traveler photos of Hawaii
Hawaii Traffic on TripAdvisor (last 12 months): Unique Users – 30.2 million
Page Views – 278 million
Top 5 International Markets
Japan
Canada
Australia
United Kingdom
Germany
Awareness
Not planning…but open to inspiration
ConsiderationStarting
the process
ComparisonShort list of
hotels
BookingFlight -> Hotel
ExperienceActively
on vacation
AdvocateReviews, Facebook, WoM
Week -20+“Not Yet Ready”
Week -16: • 5 Destinations• 0 Hotels
Week -12: • 3 Destinations• 6 Hotels
Week -4:• 1 Destination• 15 Hotels
Window for competitive DMO
marketing now closed
Week 0 • Booked
Book Additional Activities• Restaurants
• Attractions• Tours, etc.
Already thinkingabout next trip!
THE LIFE CYCLE OF THE TRAVELER
TripAdvisor Global Research Panel: May 2012
In a 2012 TripAdvisor Global Research study conducted, we discovered that users are on TripAdvisor, at the beginning, and most times are using the site as an inspirational travel planning tool
75% have a general region determined and are using TripAdvisor to compare destinations to fit the type of travel they want
76% research multiple destinations
per trip planning cycle
40% recall booking a different destination than the one they originally started researching
WHERE TO GO
TOP OTHER DESTINATIONS VIEWED
The data below reflects the top 10 Countries and top 10 USA and International Cities viewed by users who also viewed Hawaii
TRIPADVISOR REVIEWS ARE LARGLY POSITIVE
Source: TripAdvisor. Percentage of all ratings, January 2014
48%
30%
12%
5%
5%
Average Review Score:
4.12
TRIPADVISOR REVIEWS – HAWAII AVERAGE
Hawaii Accommodations Year to Date 2014: 4.22 out of 5 compared to 2013- 4.19
Hawaii Attractions 4.60 out of 5 compared to 2013- 4.57
Hawaii Eatery's 4.22 out of 5 compared to 2013- 4.20
REPUTATION MANAGEMENT
Register with the Management Center
7 TRIPADVISOR TIPS
Encourage reviewsInclude a description of hotel and amenities
Get notified of reviews and track reviews
Write a management response
Add photos and videos
Add a widget from the Widget Center
Encourage reviews
1
2
3
4
5
6
7
http://www.tripadvisor.com/Owners
Step 1Search for and find your property.
Step 2Fill in details and sign in.
REGISTER IN MANAGEMENT CENTER
TRIPADVISOR MANAGEMENT CENTER
ONLY 1 OF 4 OF HOTELIERS ARE TAKING ADVANTAGE OF THIS IMPORTANT TOOL
Source: TripAdvisor internal data
PROPERTY SNAPSHOT
• Ratings• Rankings• Review, photo and top
comments activity
Key metrics to measure day-to-day performance
Include a description and amenitiesWRITE A DESCRIPTION
ADD PHOTOS AND VIDEOS
ENCOURAGE REVIEWS
REVIEW EXPRESSNow easier than ever to ask guests to write a review on TripAdvisor!
• Engage with guests after they have stayed to:– Receive valuable feedback
for your business– Encourage new reviews to
keep your content fresh– 1300+ businesses used
Review Express for the first time on November 2013
– 25% of their reviews were form Review Express
– 33% more reviews overall
GET NOTIFIED AND TRACK REVEIWS
41
Manage recent reviews and see how travelers have rated your property, such as the service, cleanliness, location, etc.
TRACK AND MANAGE PERFORMANCE
WRITE A MANAGEMENT RESPONSE
MANAGEMENT RESPONSE: BEST PRACTICES
1. Sign up for review notification emails2. Read our guidelines3. Respond promptly4. Say “thank you” 5. Be original in reply6. Highlight positives7. Address specific complaints8. Be polite and professional
Do Online Reviews Impact Booking?
of global travelers say their booking decisions are
impacted by online reviews
of global hotels say reviews are important
for bookings
93% 96%
The TripBarometer by TripAdvisor is based upon an online survey conducted in Dec. 2012 – Jan. 2013. A total of 35,042 people participated in the online survey from 26 countries spanning 7 regions. The sample is made up of 15,595 consumers and 19,447 businesses, making it the world’s largest combined accommodation and traveler survey.
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
Reviews Influence Traveler Decisions
of travelers usually or always reference
TripAdvisor hotel reviews before making their
selection
81% of travelers say they will not book a hotel
that doesn’t have any reviews
53%
46
ADD A WIDGET FROM THE WIDGET CENTER
47
TRIPADVISOR INSIGHTS
• Available in 20 languages
• Centralizes all content resources in one place: best practices guides, how-to videos and more
• New content published daily
Your essential hospitality marketing resource
www.TripAdvisor.com/TripAdvisorInsights 48
Q&A
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