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Posts tagged ‘Master Class’

Preview: Costa Rica Master Class

TripAdvisor will host a Master Class in San Jose, Costa Rica next Monday, May 6th.  With over 460 attendees signed up, we are excited to return to Central America, a key emerging market in the travel industry.  Speakers include Mónica Herrero, eCommerce and Online Marketing Manager at Grupo Posadas, Romina Rozensztajn, Head of Key Accounts at TripAdvisor, and Marco Jorge, Business Listings Territory Manager of Latin America at TripAdvisor.  We are looking forward to a great event!

Our Master Classes are free educational seminars designed exclusively for hospitality professionals. Join us to hear from industry experts as we discuss marketing solutions to some of today’s most pressing business challenges—including essential online marketing strategies and tools to help you reach TripAdvisor’s millions of monthly visitors.

Topics covered will include:

  • Maintaining a positive online reputation
  • Enhancing your TripAdvisor listing
  • Increasing direct booking traffic to your property site
  • Responding to guest reviews on TripAdvisor
  • Implementing strategies to help get more reviews on TripAdvisor
  • Enhancing your website with free TripAdvisor tools

Our class will be held in:

San Jose, Costa Rica on May 6, 2013
Morning Session: 9:00 am – 12:00 pm, Afternoon Session: 1:00 pm – 4:00 pm
Location: Real InterContinental San Jose-Costa Rica, Autopista Próspero Fernández, Comercial Multiplaza, Escazú

Please note that this class will be led in Spanish. For more information and to register, please visit:

For more upcoming events, visit:

Photos of Real InterContinental Hotel & Club Tower Costa Rica, EscazuReal InterContinental Hotel & Club Tower Costa Rica

Hotelier Profile: Adele Gutman, Library Hotel Collection, New York City

Adele Gutman is the Vice President of Sales, Marketing and Revenue for the Library Hotel Collection. The Library Collection’s properties are consistently ranked among the top ten of the 434 hotels on TripAdvisor’s Popularity Index for New York City. We caught up with Adele at the New York City Master Class to get her perspective on what’s changed since she spoke at our first Master Class back in 2010, and what the future holds.  

You were part of the Master Class in New York in 2010. What’s changed in your business since then?

In New York City, a lot of fabulous new hotels have opened since 2010. As a result, we’ve been laser-focused on cultivating a great culture that centers on continuous improvement. We’re always asking ‘How can we be better tomorrow … and the next day?’ The highly vocal TripAdvisor community allows us to bring the voice of the traveler into the board room so that we can make sure our decisions and investments are in harmony with our priority of making guests happy.

How do you think your business will change in the next three years?

We really want to focus on getting direct business through our own website – something every hotel group is thinking about. TripAdvisor is a great way to bring people directly to your website, especially with Business Listings. The site also drives travel demand for New York City and helps it grow. When people share their experiences in our city, it inspires others to travel here. TripAdvisor helps us shift from getting a larger slice of the same size pie to making the pie bigger for everyone.

I am confident that times will change, technology will change, but the trend of customers sharing their experiences with others will not. You cannot put the genie back in the bottle when it comes to user-generated content. It’s a good thing because it makes people braver and more confident when trying independent hotels like ours. We have no marketing budget, but TripAdvisor helps us be seen by people across the world. Travelers can see everything from our photos to our special offers and hear from thousands of previous guests.

Are you using TripAdvisor differently now, three years later? Has it changed?

We first started focusing on TripAdvisor and our reviews in 2004 and we’ve never wavered from that. Now TripAdvisor offers more tools like Special Offers and Announcements. We’re using Special Offers, in particular, to post our best deals to TripAdvisor and encourage guests to book directly. We’re also testing the Mobile Upgrade at some of our properties and we love the Property Dashboard. It shows us how many people have visited our page and searched for our city, how far in advance they’re researching, and more. It really informs our messaging.

Overall, TripAdvisor is far more powerful than it was in the past, giving us some phenomenal traffic and tools. And working with TripAdvisor is much easier now as well. We get responses to inquiries and have any problems rectified very quickly.

How does TripAdvisor help you run your hotels?

We have always listened to our customers. In the past, we asked them about their experiences. TripAdvisor takes this to a new level and enables guests to share details that – as hard as we tried – they would not share with us directly. We believe that we can learn something from each review, even 4 and 5 star reviews show how we can continue to improve in the future.

We take action on each of these suggestions and consider, ‘Can we really do that?’ or ‘We already do that – how could we communicate it better?’ It’s not the guests’ job to communicate with us, it’s our job to let them know that we’re here for them if they want to share with us. TripAdvisor gives us insights into the guest perspective by providing us with constant feedback so we can strengthen our skills and grow our business every day.

Adele Gutman and team with Ollie at TripAdvisor's New York City Master Class

Adele Gutman and team with Ollie at the New York City Master Class

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.

Get ready Houston, we’re coming your way!

We’re headed to the Lone Star State for our next stop in the TripAdvisor for Business Master Class series! As the largest city in Texas, it’s no surprise that Houston is a popular destination that attracts a large number of visitors – it has an impressive 47% year-over year page view growth for accommodations listed on TripAdvisor. Properties have also done a great job of keeping guests happy, with 84% of Houston accommodations reviewed in the past 30 days having a rating of 3.5 or higher out of 5.

With 60 million unique monthly visitors, your online presence on TripAdvisor is an essential part of your business – it’s what connects you to travelers and generates new business. To help tap into this audience and strengthen your TripAdvisor presence, we’re sharing some effective marketing strategies and best practices at our free Master Class. Learn how you can tackle today’s business challenges from industry experts Brian Payea, Head of Industry Relations at TripAdvisor, and Daniel Edward Craig, esteemed Hotel Consultant and Author.

You won’t want to miss this!

Join now by registering here.

The details:
Houston: Thursday, March 21st
Sessions: 9:00am – 12:00pm, OR 1:00pm – 4:00pm
Venue: Magnolia Hotel, 1100 Texas Avenue, Houston, TX 77002


TripAdvisor Master Classes coming to the West Coast

Did you know that of all the TripAdvisor reviews received for Seattle and San Francisco hotels in the last 90 days, 78% have a rating of 3.5 or higher out of 5.00? Congratulations to all these properties that are satisfying guests and collecting such positive feedback!

As travelers rely increasingly on reviews to help them make decisions — 53% say they will not book a hotel that doesn’t have any — maintaining a positive online reputation has become even more important for all businesses.  If you’re part of the Seattle or San Francisco hospitality communities, come to one of our upcoming Master Classes to learn more about essential online marketing strategies and tools that will help strengthen your TripAdvisor presence. During our half-day sessions, you’ll hear from TripAdvisor experts on best practices for reaching the site’s 60 million unique monthly visitors. The event will also feature industry expert Daniel Edward Craig. With a unique background as hotel manager, marketing director, and author, Craig has developed extensive knowledge that will prove useful for any hotelier.

Join us by registering now!

The details: 

San Francisco: Tuesday, February 26th

Morning Session: 9:00am – 12:00pm, Afternoon Session: 1:00pm – 4:00pm

Venue: The Fairmont San Francisco, Atop Nob Hill, 950 Mason Street

Click here to register





Seattle: Thursday, February 28th

Morning Session: 9:00am – 12:00pm, Afternoon Session: 1:00pm – 4:00pm

Venue: The Westin Seattle, 1900 Fifth Avenue

Click here to register






Hope to see you there!

Down Under with TripAdvisor for Business

Want to learn more about online marketing strategies and how you can reach TripAdvisor’s 60 million unique monthly visitors?  If you are in Australia, join us on Thursday, Feburary 21st at the Emporium Hotel for our first-ever Master Class in Brisbane!

In addition to industry experts from TripAdvisor, including Brian Payea (Head of Industry Relations) and Avril Carter (Territory Manager for Australia, Business Listings), the Master Class will feature guest speaker Liz Ward, CEO of Australian Tourism Data Warehouse (ADTW).  ADTW is Australia’s national database and digital distribution platform, and is renowned as the world leader in digital tourism information solutions.

Liz Photo

Liz has led the ATDW for ten years and was influential in its formation 12 years ago.  Previously Liz enjoyed many years with Tourism Queensland, leading their International Marketing operations and e-Marketing departments.  She was also recently nominated as a Tourism Queensland Board Member in 2012.

With 20 years of experience working with IT and tourism, Liz has been carving out strategies and leading teams to support the Australian tourism industry through a very dynamic period.  Liz has a passion for assisting Australia’s small businesses to engage in this fast-moving environment and to understand and embrace technologies that enhance their businesses.

Space and time is running outregister here for the Master Class today!

The details:

Where: Emporium Hotel, 100 Ann Street, Fortitude Valley, Brisbane

When: Thursday, February 21

Sessions: 9:00am – 12:00pm or 1:00pm – 4:00pm

TripAdvisor for Business returns to India!

For the second time this year, TripAdvisor will host two Master Classes in India—this time in the cities of Chennai and Kolkata.

Our Master Classes offer free educational seminars, exclusively for hospitality professionals. Join us to hear from industry experts as we discuss marketing solutions to some of today’s most pressing business challenges—including essential online marketing strategies and tools to help you reach TripAdvisor’s 60 million unique monthly visitors.

Topics covered will include:

  • Global and India-specific travel trends
  • Enhancing your TripAdvisor listing
  • Increasing direct booking traffic to your property site
  • Enhancing your website with free TripAdvisor tools
  • Maintaining a positive online reputation
  • Responding to guest reviews on TripAdvisor
  • Implementing strategies to help get more reviews on TripAdvisor

Survey respondents at our Master Classes in Mumbai and New Delhi earlier this year raved about the events:

  • 100% found the event useful or very useful
  • 99% strongly agreed or agreed that they felt better informed about TripAdvisor
  • 98% strongly agreed or agreed that they felt better informed about how TripAdvisor can benefit their business

You don’t want to miss this! Click here to register.


The details:

  • Chennai, 11 December 2012, Tuesday
    Morning Session: 9:30 am – 12:30 pm, Afternoon Session: 1:30 pm – 4:30 pm
    Taj Coromandel Chennai, 37 Mahatma Gandhi Road, Nungambakkam, Chennai 600 034
  • Kolkata, 13 December 2012, Thursday
    Morning Session: 9:30 am -12:30 pm, Afternoon Session: 1:30 pm – 4:30 pm
    The Oberoi Grand, 15 Jawaharlal Nehru Road, Kolkata, 700 013
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