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