The grove - Morgenmøde 29.1.14, Aarhus på TripAdvisor
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Transcript of The grove - Morgenmøde 29.1.14, Aarhus på TripAdvisor
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ROD LARMANMARKETING MANAGER
@TheGroveHotel
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THE GROVE | LONDON’S COUNTRY ESTATE
BUSINESS CATEGORIES
• HOTEL• MEETINGS & EVENTS• WEDDINGS & SPECIAL OCCASIONS• GOLF• SPA• RESTAURANTS
TARGET AUDIENCE
• COUPLES• FAMILES• INDIVIDUALS• CORPORATE
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FROM 2003 TO TODAY...
THE GROVE - SEPTEMBER 2003
• LOTS OF AWARDS• SOCIAL MEDIA WAS IN ITS EARLY DAYS• BRANDS COULD DOMINATE OPINION• UGC SITES LIKE TRIPADVISOR WERE SEEN AS A WAY TOATTACK
THE GROVE - TODAY
• SOCIAL MEDIA IS FRONT OF MIND• BRANDS NO LONGER HAVE CONTROL• PEOPLE ARE TALKING ABOUT YOU, SHARING EXPERIENCES• PEOPLE USE SOCIAL MEDIA TO MAKE INFORMED DECISIONS
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TRIPADVISOR
• 260 million unique monthly visitors• 125 million reviews and opinions • 3.1 million accommodations, restaurants and attractions• 17 million traveller photos• 80 new contributions are posted every minute• 69 million people have downloaded the TripAdvisor app (28/min)
THE WORLD’S MOST INFLUENTIAL TRAVEL SITE
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WORKING WITH TRIPADVISOR
IT CAN NOT BE IGNORED!
• Engaged Management Centre• Invested in a TripAdvisor Business Listing• Respond to all reviews• Promote TripAdvisor logo across all collateral• Integrated with Facebook• Add Rave Review widget• Proactively seek new reviews
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REVIEW EXPRESS
ONE OF FREE MARKETING TOOLS ON TRIPADVISOR
• COLLECT GUEST DATA• SEGMENTATION• SET UP TEMPLATE• CUSTOMISE• TIMING
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76.8%
80.2%
83.9%
90.2%
2009 2010 2011 2012 2013
600
400
200
0
Vol.
92.3%
25 40
86
156
530
REVIEW EXPRESS
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POPULARITY INDEX
62%2012
80%2014
1% increase in online reputation led to a 0.89% increase in Average Daily Rate (ADR)Cornell University
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THE GOOD & THE BAD!
THE GOOD
• USER GENERATED CONTENT• BALANCED OPINION• FREE FEEDBACK• GREATER POSITIVITY • EXTREME REVIEWS CAN BE REMOVED
THE BAD
• RESPONDING CAN BE TIME CONSUMING• NO DIRECT CONTACT WITH TRIPADVISOR• SCORES TAKE TIME TO ADJUST• OPEN TO ABUSE, NO IDENTITY
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GOOD FOR BUSINESS?
HOW IT HAS HELPED THE GROVE...
• DIFFICULT TO MEASURE DIRECT REVENUE• GUEST ENGAGEMENT, ALL FEEDBACK WELCOMED• REVIEWS SHARED INTERNALLY • NEGATIVE REVIEWS IN DECLINE• THE GROVE’S REPUTATION HAS IMPROVED• SCORE IN-LINE WITH COMPETITORS
...STILL MORE TO BE DONE!
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ADVICE TO WORKING WITH TRIPADVISOR
• DON’T EXPECT A PERSONAL SERVICE• CONSIDER IF BUSINESS LISTING IS RIGHT FOR YOU• INTEGRATE ACROSS ALL COMMUNICATIONS• TREAT IT NORMALLY• USE REVIEW EXPRESS• CHALLENGE UNFAIR REVIEWS
Most of your guests will have had a good time, if they didn’t, you should be out of business!