TripAdvisor Session - Destination Port Stephens€¦ · TripAdvisor Session Port Stephens Member...

TripAdvisor Session

Port Stephens Member Update – May 2018

Alanna Green – Destination Marketing

Photo Credit: SAYS Malaysia

YEAR 2000 WHERE IT ALL BEGAN

HOW DID TRIPADVISOR BECOME THE

WORLD’S LARGEST TRAVEL SITE?

We’re the World’s Largest

Travel Community

455

MILLIONUNIQUE MONTHLY USERS

600

MILLIONREVIEWS & OPINIONS

310+ NEW

CONTRIBUTIONSPOSTED EVERY MINUTE

455+

MILLIONAPP DOWNLOADS

49 MARKETS

28 LANGUAGESACROSS THE GLOBE

Company Confidential 5

Our Significant Influence on Tourism

TripAdvisor’s influence keeps growing:

1. Oxford Economics, 2018

2. ComScore, 2018

10.4%influence on all global travel in

2017

$520Binfluence on total

$4.9T tourism industry1

60%of people booking

travel online went to TripAdvisor during the

travel planning and booking process2

74%of travelers used TripAdvisor when booking on hotels

websites

Company Confidential 6

TripAdvisor is still the Most Influential Travel Site in Australia – and it’s not just TripAdvisor saying that…..

ALL ABOUT REVIEWS

8

of consumers say they trust online reviews as

much as personal recommendations88%

Yes, if there are

multiple customer

Reviews to read

Yes, if I believe the

reviews are authentic

Yes, for some types

of business, no for

others

No

2011 2012 2013 2014

Power of Community and Reviews

Consumers Trust TripAdvisorPlatform Duration Pages/Visit

TripAdvisor 5:10 4.62

Facebook 1:57 1.41

Twitter 1:19 2.21

Pinterest 1:12 1.15

9

of global travellers say reviews

are influential when choosing

where to book89%

What impacts global travellers’ decision for where to travel:

65% online travel

reviews

48% Personal

recommendations

Source: Phocuswright/TripBarometer/CIM & YouGov

TripAdvisor82%

Amazon79%

Mumsnet74%

LinkedIn69%

Personal

Blog67%

Pinterest61%

Google+56%

Twitter55%

Brand/Business Blog54%

Instagram49%

Facebook46%

10Source: “Publication Name,” Date, URL

• Consumers do not rely on one review in isolation

• Consumers tend to ignore extreme comments

• Consumers pay attention to a business’ reply

How Travellers Read Reviews

Source: 2015 Phocuswright study, commissioned by TripAdvisor

11

Journey of a TripAdvisor Review

12

TRIPADVISOR INSIGHTS

AU TripAdvisor Travellers Path to Purchase

14

Source: TripAdvisor Internal Data - Data Sourced from March 2017 to March 2018

•TripAdvisor reaches travellers at each stage of the

travel journey to inspire, influence & drive

conversion to achieve incremental revenue

•TripAdvisor now offers travellers an end to end

travel solution - hundreds of thousands of tours,

attractions, hotels and restaurants are now

bookable on TripAdvisor

•40% of TripAdvisor travellers recall

booking a different destination based on content

they viewed on TripAdvisor

•The TripAdvisor AU audience in on average

taking 35.95 days to plan their trip to Port

Stephens and are on average spending 1.65

days in the destination.

15

AU Interest in Port Stephens YoY

Source: TripAdvisor Internal Data. Data Sourced from January 2016 – September 2017

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

• Interest in Port Stephens from the Australian audience has grown on average at 4% YoY

• Highest level of interest in the destination was January 2018

Top AU Cities Viewing in Port Stephens & Average Ratings by Travellers

• 72.8% of the AU TripAdvisor

audience viewing Port Stephens

are from Sydney.

16

Source: TripAdvisor Internal Data - Data Sourced from March 2017 to March 2018

4.05 4.46 4.09

Average Bubble Ratings

Sydney, Australia, 72.8%

Canberra, Australia, 1.8%

Bowning, Australia, 1.5%

Melbourne, Australia, 1.5%

Bowral, Australia, 1.2%

Brisbane, Australia,

1.0%

Australian Capital Territory, Australia,

0.7%

Greenfield Park, Australia, 0.7%

Adamstown, Australia, 0.6%

Gosford, Australia, 0.5%

Others, 17.7%

TAKE CONTROL

Claim Your TripAdvisor Listing

18

The TripAdvisor Management Centre

19

Claiming your listing gives you access to the Management Centre where you can:

• Review Express

• Widgets

• Reminder cards

• Downloadable assets

• Stickers

• TripAdvisor app for Facebook

Encourage Guests to Write Reviews with Review Collection Tools

Management Responses Influence Decisions

21

85%Of TripAdvisor users are

more likely to book a

hotel which responds to

travellers reviews versus

a comparable hotel

which doesn’t

65%Of TripAdvisor users

agree that a thoughtful

Management Response

to a bad review improves

their impression of a

business

Best Practices for Management Responses

1. Sign up for review notification emails

2. Respond promptly

3. Say ‘thank you’ for the feedback

4. Be original in your reply

5. Highlight the positive

6. Address any specific comments

7. Be polite and professional22

Three things you can do after a bad review

• Review what’s happenedWhat was the core problem that your guest experienced? Is this the first

time you’ve seen this feedback, or is a trend developing?

• Incorporate the feedbackOnce you have some background, strategize with your staff on specific

improvements that need to be made. Come up with an action plan for

what your property will do and which team member will take the lead.

• Complete a Management ResponseWrite Management Responses to bad reviews as soon as possible. Your

response explains the review to other potential guests on your property

page.

23

24

TripAdvisor Popularity RankingYour TripAdvisor popularity ranking is based on traveller reviews and reflects your standing against other businesses within your geographical location.

1. Quality of Reviews

2. Quantity of Reviews

3. Age of Reviews

CLOSING REMARKS

26

TripAdvisor Insightswww.tripadvisor.com.au/TripAdvisorInsights

TripAdvisor Insights allows you access to

Manage Your Listing, Build Your Business,

Reviews, Performance and Research and

Trends.

27

Help Centre

www.tripadvisorsupport.com

TripAdvisor Help Centre provides

General or Owner Support, along

with links to information on our

Guidelines, Site Features,

Community and Technical Support.

• Alanna Green – Destination Marketing

⁃ algreen@tripadvisor.com

• TripAdvisor Customer Service – Singapore

⁃ 1800-208-779

28

Contact Details

Port Stephens Member’s Meeting

Chloe Jenkins: Account Manager New South Wales, Australian

Capital Territory and Tasmania

Increase Worldwide Reach

1

Bigger

Audience

• Access millions of online travel planners

• Sell through some of the world’s most trusted travel brands

• Attract global customers through multilingual sites, and transact in multiple

currencies

More

Channels

New Customers

Reach even more travelers through partner networks

Travel Sites

Hotels

Travel Agents

Loyalty/

Redemption

Technology

Partners

Airlines

2

3

4

• New booking platform designed specifically for travel agents

helps drive more bookings for our suppliers

• Agents get direct access to our product inventory on behalf

their clients for 8% commission

• Your products get increased visibility among the global travel

agent marketplace—meaning more potential revenue for your

business

• Thousands of agents have already signed up—with more

joining everyday!

• Check it out: https://travelagents.viator.com/

Introducing the new Viator Travel Agent Program

Expanding network of 40+ reservation

system partners enabling real-time availability

and automating the booking process—key to

last-minute and mobile booking growth

API Strategy Focused on Improved Customer Experience

Accesso

Activitar

ActivityRez

ActivityLink

Adventure Office

American Trans Data

Attraction Suite

Bookeo

Booking Boss

Bookingkit GmbH

Bokun

Centaman

Datatrax

EzTix

Fare Harbor

Gateway / eGalaxy

Get In Sell Out

JBS / CustomLinc

Peek

Ponorez

Respax

Rezdy

Rezgo

TicketingHub

TourCMS

Trekksoft

WMS (TourBiz)

XOLA

Zaui

Many more!5

Bokun is a business management tool for tour operators

6

Key Features:

• Inventory management

• Online booking engine & credit card

processing

• Channel management

• Pricing & product content

management

We think that suppliers who use tools are often higher quality…

7

12%

Fewer cancellations amongst

suppliers using SaaS

49%

Higher booking conversion for

suppliers using SaaS

… and we’ve an opportunity to raise the bar in the industry

8

16K Active Suppliers on

2011 2016

% o

f S

up

plie

rs w

ith

So

ftw

are

**Phocuswright – “Tours & Activities Come of Age: Global Travel Activities Marketplace 2014-2020”

11%

45%

9

Get more exposure across the web through global marketing campaigns

• Benefit from promotional opportunities across

TripAdvisor sites and app

• Get noticed online through our global advertising

programs on Google, Facebook and more

• Attract customers throughout the travel planning

journey through our integrated marketing

campaigns

10

• Reach travelers who book in advance or on the go—

even in-destination—through our sites and award-

winning mobile app

• More and more travelers are turning to online and

mobile channels to research, plan and book their travel.

• Travelers increasingly and overwhelmingly want to book

and pay online, and often on mobile.

Boost your sales with bookings across multiple channels

11

• Benefit from business tips and industry insights in the

TripAdvisor Experiences Supplier Resource Center

• Take advantage of Review Express—a free review-

collection tool—plus promotional items and

performance insights in the TripAdvisor Owner

Management Center

Get expert business resources to maximize your success

12

We look forward to working with you!

Get Started Now

https://supplier.viator.com/signup-form.jspa

13

• Manage your business in our easy-to-use

online portal

• Load your products, customize your content,

and manage your pricing and availability – we

handle your bookings and payments for

minimal operational effort

• Supplier Support team available daily for

account assistance and 24/7 Customer Service

team to support our shared customers

Easily manage your business online

14

15

Tips to Increase Booking OpportunitiesTitles:

- A strong title helps potential customers find your listing, and summarises what is unique about your experience

- Concise, descriptive titles. Include key works and phrases

Product Descriptions:

- Clear product descriptions. Well formatted text that is easy to read

- Leave no questions unanswered

- Showcase your strengths over competitors by adding exciting or helpful details about your experiences

- Think about things that fulfil a potential customer’s needs

Images

- Good quality, high resolution images

- Relevant to the product

- Put the customer in the situation

Availability

- As far in advance as possible

- Up to the last minute to capture in destination bookings

- Instant Confirmation