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Posts from the ‘General Interest’ Category

5 Exclusive Interviews You Can’t Miss!

Renowned data-mining author. Rocket scientist and mobile developer. Award-winning designer. Social product guru. SEO expert.

What do they all have in common? They’re all native speakers of digital, and they want to share their expertise with you.

Get game-changing tech insights in 5 minutes or less in our “Ask the Experts” video series, launching next week. Here’s a sneak peek:

Five properties in TripAdvisor top five

Breaking into the upper echelon of TripAdvisor’s popularity index is a noteworthy achievement for any business.  But to place five properties from one collection in the top five consecutive spots?  That’s cause for huge congratulations.  Hotels from the Red Carnation Collection currently rank 1-5 in London’s competitive market of 1,000+ hotels.  Kudos to them!

logoThese hotels are clearly doing something right with travelers, whose reviews are the primary factor in TripAdvisor rankings.  They’re following many of our suggested best marketing practices for accommodations, too.  Four out of five of them write management responses; they’ve uploaded anywhere from 16 to 42 management photos; they each have a Business Listing with an active Special Offer; and they all feature TripAdvisor ratings on their own websites.  And while none of that impacts their popularity ranking, it all helps them put their best foot forward with prospective guests who land on their page.

So hats off to Red Carnation and The Milestone, Egerton House, Hotel 41, Montague on the Gardens, and Chesterfield Mayfair – keep up the great work!


Register now: “Reviews, Responses, and More” live discussion

Want answers to some of your most important TripAdvisor questions? Now’s your chance!

Join us in a live panel discussion on July 2nd with our Director of Content Moderation and Senior Manager of Global Customer Support to get tips from our experts on getting more reviews, writing compelling management responses and more. Over 3,000 people have already signed up – don’t miss out!

A 15-minute live Q&A will take place after the session.

What: Reviews, Responses, and More: Advice from Customer Service

When: Tuesday, July 2 from 11AM EST to 12PM EST

Who: Adrianne Kocinski, Director of Content Moderation and
Sibu Thomas, Senior Manager of Global Customer Support

Click here to register!

TripAdvisor’s Social Strategy: What does it mean for you? [Part 2]

This is the second part of our interview with Jamie Conroy, TripAdvisor’s Sr. Director of Social Product. Click here to view the first article.

In what ways do you think social media impacts the hospitality industry?

People come to TripAdvisor because they’re planning a trip. They want to see feedback from other people in the community and incorporate that into their booking decisions. In the end, social media helps properties that provide great service and exposes properties that don’t. It also helps businesses reach a larger audience than ever before.

Do you have any advice for properties that are setting up or enhancing a social media strategy?

Jamie Conroy, TripAdvisor’s Sr. Director of Social Product

Jamie Conroy, TripAdvisor’s Sr. Director of Social Product

The social conversation about your brand is happening right now – with or without you. The days of broadcasting messages to a passive audience are over. You have a terrific opportunity to take part in that conversation … to hear what’s being said about your property on social platforms, like TripAdvisor, Facebook, and others, and participate in the discussion.

If you’re just getting started, it’s better to focus on a just a couple of social platforms and have a very visible, active presence on them. Figure out your target audience and the social sites that appeal to that audience. Then work on developing a very active presence on those platforms – don’t spread yourself too thin. Remember, it’s an investment and you have to continually put effort into it and be actively engaged. Sustainability is key – the internet is littered with examples of businesses that started on various social platforms and then abandoned them.

How can businesses benefit from TripAdvisor’s relationship with Facebook?

We were one of the very early Facebook developers back in 2007. It was a bet that really paid off. We’ve been a launch partner for a number of Facebook initiatives since then, such as the Like button and the Open Graph. As a result, we’re always focused on what is coming up next, and how those new opportunities can help our users.

Today, Facebook has over 1 billion users and 1 in every 3 TripAdvisor reviews comes from a user logged in with Facebook. The Facebook relationship amplifies every review a business receives. It also helps makes the content more relevant to travelers, because friends’ reviews grab more attention than those of strangers.

What are your top three social media tips for businesses?

Sustain – Once you’ve started to engage your customers and potential customers on social media, keep it up. Don’t create a Facebook page or claim your TripAdvisor listing only to stop paying attention soon after.  Your customers will be providing you with valuable direct feedback 24 hours a day, 7 days a week.  Listen to that feedback and respond to it in a constructive way.  It will pay dividends.

Test and measure – Define what you’re after with your social media efforts—what metrics do you care about most? Is it one more Facebook Like or is it really introducing a new potential customer to your brand and engaging them in conversation? Once you know what your goals are, test. TripAdvisor, Facebook, and other social media sites provide you with valuable data and insights into user behavior—use that to your advantage and continuously try new approaches to engaging your potential customers. A smart mix of paid and organic channels will also pay dividends – social media is very effective at amplifying your message, but sometimes a paid campaign or ad channel can help to give that message a boost.

Be yourself – Let your personality or that of your property shine through in your messaging. Tell your story, figure out what your audience wants to hear, and engage them in a genuine conversation.

What’s on your wish list for destinations to visit soon?

Next up, I think, are the national parks in the western United States.  It’s a beautiful part of the country that I’ve only scratched the surface of.  There’s a lot still left to explore.

Today, we are all Bostonians…

TripAdvisor was founded in Needham, MA back in 2000 and is currently headquartered in Newton, MA – just 10 miles outside of Boston. Many of our employees live in the city and surrounding suburbs, but today, we are all Bostonians.

We have all carried heavy hearts with us to the office. Patriots’ Day – a day that always brings friendly competition and celebration for our city – has been marred by truly horrific acts of violence. But the city that we love and its people will persevere. We will mourn for victims, help our neighbors and hug our loved ones. We will continue to celebrate thousands of random acts of kindness and be thankful for the courageousness of public service providers, who put others’ safety above their own every day.

To our friends and guests at The Lenox, Mandarin Oriental, The Fairmont Copley Plaza, The Westin Copley Place, Hotel Commonwealth, the Courtyard Boston Copley Square, and all other Boston hospitality businesses, as well as the many others who have been affected by these tragic events, please know that we are thinking of you.


Master Classes Return to New York: What have we learned?

On April 11, 2013, TripAdvisor Master Classes are heading back to New York. Returning to the city where we held our first Master Classes – back in November 2010 – has us reminiscing about everything we’ve learned:


“We launched our first Master Class in 2010 to start a conversation with our customers, and to explain our services better,” recalls Alison Copus, Vice President of TripAdvisor for Business Marketing. “We found that attendees appreciate the interaction with peers as well as putting a face to the names at TripAdvisor.  It has been invaluable to us to hear about the issues that our clients face. This helps with our product development and has ensured that we prioritise customer service. We’ve held over 30 classes around the world since that first session and have plans for many more!”

“At Master Classes, we like to share the insights that we’ve collected by watching 200 million travelers plan their vacations on TripAdvisor each month,” says Brian SF_ENGPayea, Head of Industry Relations. “Feedback is important to all businesses. Our hospitality partners attend so they can learn how to capitalize on their guests’ reviews. It’s equally valuable for TripAdvisor to hear how we’re doing from the industry. The conversations and Q&A sessions help us understand the opportunities we should be pursuing and how we can improve.”

April Robb, Senior Manager of TripAdvisor for Business Content, shares,
“We realized that many properties were eager to do more on TripAdvisor, but they needed tips. That inspired our content library of guides, videos, and on-demand webinars which shares best practices for maximizing property page performance. We also began LA_ENGhighlighting stories from other hoteliers who have had success on TripAdvisor, recognizing that lessons learned from peers are even more valuable.”

“It’s been amazing to watch each Master Class grow in attendance and participation. The event on April 11th will be no different, with new data on mobile adoption and social media, and information on our latest dashboard. I look forward to seeing some of our 50,000+ clients there,” says Sam Thompson, Commercial Director of the Americas.

If you can make it to New York in April, it’d be great to see you. Register for the New York Master Class here.

At the New York Master Class, we’ll be speaking with hoteliers about what’s changed in their businesses between 2010 and today. We’ll be back with the results after the class.

Mobile matters! Learn why from our Director of Mobile

A staggering 72% of consumers think it’s beneficial that properties allow them to book via a mobile device.* Are you reaching these travelers or losing out?

Join our webinar on April 2 to learn how you can win over mobile travelers. Over 1,100 people have already signed up – register now so your competitors don’t get the edge over you!

What: Mobile marketing trends, tips and more

When: Tuesday, April 2 from 11AM EST to 12PM EST

Who: Sanjay Vakil, Director of Mobile

Bring your questions. There will be a Q&A at the end of the presentation.

Click here to register now for free!

*Source: TripBarometer by TripAdvisor, an online survey conducted in Dec. 2012 – Jan. 2013 with 35,042 participants from 26 countries

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