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Posts tagged ‘marketing’

Bring your TripAdvisor reviews to your website

In a recent post, we talked about how widgets can help you easily bring TripAdvisor content to your own website. Now let’s look at one of our most popular groups of widgets: the “Display your ratings and reviews” category.

Why are these so popular? “Display your ratings and reviews” widgets show travelers the ratings and reviews you’ve collected on TripAdvisor, giving them the fresh feedback they want to see before they book. They’re also free to download, update automatically with the latest content and offer a wide variety of configurations and sizes that work for all types of websites.

Let’s check out some of the “Display your ratings and reviews” widgets:

  • Review Snippets – Our most popular review widget. It displays your TripAdvisor rating, ranking and snippets from recent reviews.
  • Featured, Rated and Recommended On TripAdvisor – Popular with businesses that want to show off TripAdvisor content in a small space, this widget links travelers to your TripAdvisor property page. The quantity and quality of your reviews will determine if your property receives the “Featured”, “Rated” or “Recommended” version of this widget.

  • Bravo! –  This widget provides an ongoing count of your “Excellent” TripAdvisor ratings.

  • Rave Review – A compact widget that features a scrolling showcase of your most recent “Excellent” review.

Want to learn more about installing “Display your ratings and review” widgets on your website? Visit www.tripadvisor.com/widgets to download yours today and use these instructions to install it.

Put TripAdvisor Content to Work on Your Website

Trying to drive more online engagement for your property? The TripAdvisor widget collection is here to help by bringing new content from your TripAdvisor property page to your website or Facebook page automatically. The best part is that the widgets are all free and easy to install!

Widgets are small snippets of code that can be added to any HTML website. They provide a fresh stream of relevant content no matter where guests are researching.

Over the next few weeks, we’ll provide more details on the different categories of TripAdvisor widgets that are available to you. When trying to decide which widgets work best, ask yourself these questions:

1. How does this widget help me meet guest needs?
Website analytics will tell you where guests spend the majority of time on your website. Use widgets to provide supplemental information to guests on those pages. For example, before a guest books she may want to see reviews of your property. To help with this, you can add the widget that displays your most recent ratings and reviews to that page.

2. Where does it fit best?
In a recent interview, TripAdvisor site usability expert Patrick Coyle suggested polling customers to ask what information they need and when they need it. Consider asking friends or guests for their feedback on where traveler reviews or ratings would be most helpful.

3. How much space is there?
White space on a website can help it be more effective. That’s why widgets come in all shapes and sizes. For example, maybe you want to show off your TripAdvisor reviews, but don’t have much space. You can opt for a smaller “Recommended on TripAdvisor” widget that links to your property page.UnionStreetInn

Want to get started? Visit www.tripadvisor.com/widgets to see the widgets available to you. But before you go, check out our helpful guide on widgets here.

Hotel Collection Generates 200% More Direct Bookings Via Phone Than Web

TripAdvisor recently commissioned Forrester Consulting to conduct an independent study of the Ayres Hotel Collection, a group of 20 boutique hotels in California that range in size from 90 to 294 rooms. This study is the ninth in a series that examines the Total Economic Impact(TM) of TripAdvisor Business Listings, but Ayres’ robust phone tracking data has revealed some unique, new findings.*

For example, Ayres attributes about 3,000 incremental bookings across all 20 properties to Business Listings each year. Of those, over 2,000 have come from phone calls and about 1,000 have come from website clicks. The hotels generate about twice as many direct bookings via phone than web. These findings demonstrate the importance of landline and mobile phones as a booking channel for accommodation-providers.

Forrester also reported these results from its analysis of the Ayres Hotel Collection:

  • Incremental booked revenue of $2,086,214 from Business Listings
  • $16.43 earned for every $1 spent on Business Listings
  • A very fast 1 month pay back time
  • An overall ROI of 1296%

“When we first started our relationship with TripAdvisor Business Listings, we enrolled just one hotel, Ayres Hotel Anaheim, located near Disneyland … The ROI from enrolling Ayres Hotel Anaheim alone justified enrolling our entire collection of hotels with Business Listings. During the two years the entire collection has been enrolled, the ROI has been so great that we’ve stopped tracking click-throughs as closely. We know we’re getting a great return on our investment.” – Matt Hildebrant, Director of Revenue and Marketing, Ayres Hotels

You can read the full one page case study summary here or check out our Business Listings’ case study page. To learn more about Business Listings, including how your property can upgrade, visit: www.tripadvisor.com/BusinessListings.

*In the TripAdvisor-commissioned study “The Total Economic Impact of TripAdvisor’s Business Listings,” conducted by Forrester Consulting, May 2013.

2013 Certificate of Excellence winners share the news

The 2013 Certificate of Excellence Award winners have been announced. And properties across the world, of all sizes, are celebrating the thrill of victory!

From intimate B&B’s…

To upscale resorts…

MedPalace

From high above the earth…

Back at sea level…

JollyPirates

…and below the surface.

DiveLombok

From casual eateries…

To luxurious restaurants…

Julienne

Businesses everywhere are sharing their news.

Congratulations to the 2013 Certificate of Excellence Award Winners. Go ahead and celebrate – you’ve earned it!

Winners can download a Certificate of Excellence Award widget for their websites at www.tripadvisor.com/widgets

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.

TripAdvisor’s Social Strategy: What does it mean for you? [Part 1]

Jamie Conroy is TripAdvisor’s Sr. Director of Social Product. We recently asked him some questions on how TripAdvisor’s social strategy has evolved over time. 

Can you tell us a bit about your background?

I’ve been with TripAdvisor for four and half years and oversee our Social Product team. We’re focused on making trip planning a richer, more social experience, and are responsible for the on-site TripAdvisor Facebook integration, the TripAdvisor and Local Picks Facebook apps, as well as helping to expand our social features to every other part of TripAdvisor. Before TripAdvisor, I held various roles in the technology industry both in the US and overseas. Most recently, I ran the public web presence for ZoomInfo.

What’s the relationship between TripAdvisor and social media?

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

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

Travel is an inherently social activity. From pre-trip planning, to the trip itself, to sharing your experiences upon returning, travel is something you experience with other people. At its core, TripAdvisor is a social media site, and we focus on enabling and enhancing those types of social interactions. It’s a public forum where people write hotel reviews and property owners respond for everyone to see.

When did TripAdvisor first incorporate advice from a user’s friends? How has it evolved?

The first incarnation of highlighting friend travel advice was the TripAdvisor Traveler Network, which you’ve probably never heard of. The idea was to create a social network where travelers could connect with each other. Your connections’ content was surfaced to the top when you were browsing the site. It never caught on — people didn’t want to join yet another social network —they were quite happy at the time with MySpace and others! However, the underlying idea of combining opinions of friends with the deep base of TripAdvisor content of the “wisdom of the crowds” was very powerful. When Facebook came along, it offered a rapidly-growing network that we could use. So, we took a calculated risk and developed a new strategy around it.

Today, social media has really grown to be a mass-market channel. The depth and breadth of the wisdom of the crowds is no less important, but it’s now complimented by the wisdom of your friends. For example, if you’re planning a trip to Florence, we can tell you which of your friends have already been there, where they stayed, restaurants they loved, and can’t-miss attractions – powered by TripAdvisor content and the Facebook social graph. This functionality is really powerful to both travelers and property owners alike because it helps provide relevant content that may have been missed if a traveler didn’t know that one of her friends had been to Florence.

What is the TripAdvisor Facebook app? What’s the value for businesses?

Our Facebook app is based on the idea that travel helps to define who we are – where you’ve been, what you liked about the trip, where you’d like to go. These are all things that people want to share, want to tell their friends about.  And our Facebook app helps people tell their travel stories and share them with their personal social networks.

For businesses, the app, which is the most popular travel app on Facebook, broadens the reach of TripAdvisor content to the more than a billion monthly active users on Facebook. It makes it easier for users to develop and share with a wide range of friends, even when they’re not actively planning their next trip. It also may help to inspire that user’s friends who are ready to find their next getaway—a friend’s opinion is heavily weighted in travel planning.

What’s coming up for your team in the next six months?

Mobile continues to be a very strong focus for TripAdvisor and for my team as well. We’ll be looking to facilitate more social interaction on the mobile side. We’ll also continue to work on driving engagement with Facebook.

On a lighter note, what was your favorite vacation?

My favorite vacation was a three-week trip to New Zealand. It sounds like a lot of time, but my wife and I visited both the North and South Islands, and would have loved another three weeks to explore. It’s gorgeous – like walking through a movie set. The interesting thing was all of the extreme activities they offer: bungee jumping, jet boating, off-roading in canyons, adventure sports … All crazy ways to risk your life while being surrounded by the country’s beautiful scenery.

Check back soon for more from our interview with Jamie. He’ll share his insights on social media and its impact on the hospitality industry as well as tips for businesses. Part 2

Showcase a five-star review – right on your website

Great news! You can now display your most recent five-star review title right on your own website. The new Rave Review Widget is available to establishments that have recently received outstanding traveler reviews on TripAdvisor and are in good standing on the site.

How does it work? Download the widget from the TripAdvisor Widget Center and follow the instructions on the page to add it to your site. Once live, the widget will display a scrolling title of your most recent five-star review. The title will automatically update each time you receive a new five-star write-up. Travelers will be able to click the widget to see all of your reviews on TripAdvisor.

“TripAdvisor’s Rave Review product makes it quick and easy for business owners to showcase their well-earned, positive reviews to potential guests,” says Christine Petersen, president of TripAdvisor for Business.

To show your TripAdvisor ranking, rating or more reviews, consider adding another widget to supplement the Rave Review tool. Other free marketing resources include the popular Review Snippets widget, Recommended On and Bravo! badges and What’s Nearby tools.

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