webinar video: cornell/revinate study of how to improve your tripadvisor ranking july 2016
TRANSCRIPT
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
@Revinate | #RevinateWebinars
Poll Question #1
Where are you located?
@Revinate | #RevinateWebinars
Poll Question #2
Which industry segment do you represent?
@Revinate | #RevinateWebinars
• 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
@Revinate | #RevinateWebinars
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
@Revinate | #RevinateWebinars
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
@Revinate | #RevinateWebinars
• 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
@Revinate | #RevinateWebinars
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
@Revinate | #RevinateWebinars
• 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)
@Revinate | #RevinateWebinars
2. Impact of Responding upon Subsequent Review Scores (NY & Orlando)
Relative Frequency
% of Reviews with Response
@Revinate | #RevinateWebinars
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
@Revinate | #RevinateWebinars
2. Revenue Impact of Responding to Reviews
@Revinate | #RevinateWebinars
# 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
@Revinate | #RevinateWebinars
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!
@Revinate | #RevinateWebinars
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…
@Revinate | #RevinateWebinars
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
@Revinate | #RevinateWebinars
• 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
@Revinate | #RevinateWebinars
#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
@Revinate | #RevinateWebinars
• 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
@Revinate | #RevinateWebinars
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
@Revinate | #RevinateWebinars
Where to Learn More: learn.revinate.com
Q & A
Thank you!
Send your questions and comments to [email protected]
Replay and presentation will be available on www.tnooz.com