Making Social Media Work for You Presented by

Mark Preston, Northeast Sales Manager, DMO

Getting the Most of TripAdvisor and Your Online Presence

WHAT IS THE ROI OF SOCIAL MEDIA?

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User Reviews Can Impact Your Bottom Line

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Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.

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User reviews can impact your bottom line

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Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.

user contributions every minute businesses listed,

including 1.1+ million accommodations

million

Unique monthly visitors* million

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candid traveler photos million

*Source: ComScores, worldwide data, January 2013

TripAdvisor Booking.com

Expedia

Priceline

Orbitz

Travelocity

Unique monthly users (millions)

Source: comScore, July 2012

Europe

41% North America

28%

LATAM

6%

Middle East & Africa

5%

APAC

16%

World’s largest travel site

• Find and contact hotels; find and reserve restaurants; find and book attractions and tours; find flights

• 80 City Guides available off network • Write reviews & participate in travel forums

Mobile: Powerful extension of TripAdvisor platform

(1) Includes TripAdvisor, City Guides, and SeatGuru apps (2) Monthly unique users on mobile devices according to TripAdvisor log files

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31m+

45m+

languages available

mobile app Downloads(1)

monthly unique users(2)

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Facebook integration

monthly Facebook visitors

of new reviews come from Facebook-connected users

47 million TripAdvisor members

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5

10

15

20

25

30

35

40

45

50

Mem

bers

(mill

ions

)

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user contributions every day businesses listed, including

196 accommodations

thousand

Monthly Pageviews* thousand

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candid traveler photos thousand

*Source: TripAdvisor Internal data, May 2013

What does this mean for the Poconos Region?

MORE THAN HALF say they write hotel reviews because they feel like they are a part of the TripAdvisor travel social community.

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.

Recognizing regular contributors

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TAKE CONTROL

Key Finding: Properties with stronger reputations across all channels perform better overall

Key Finding: Guests are visiting TripAdvisor more frequently prior to booking

Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.

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TripAdvisor Management Center

ONLY 1 OF 4 OF HOTELIERS ARE TAKING ADVANTAGE OF THIS IMPORTANT TOOL

Source: TripAdvisor 16

EMBRACE FEEDBACK

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.

Reviews influence traveler decisions

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of travelers usually or always reference

TripAdvisor hotel reviews before making their

selection

81% of travelers say they will not book a hotel

that doesn’t have any reviews

53%

TripAdvisor reviews are largely positive

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Source: TripAdvisor. Percentage of all ratings, December 2012

48%

29%

12%

6%

6%

Average Review Score:

4.08

Average reviews of the Poconos on TripAdvisor

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Source: TripAdvisor. Poconos Mountain Region ratings, April 2013

19%

35%

30%

12%

4% Average Review Score:

3.70

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ONLY

5% of travelers say they focus more on negative reviews to check for hotels/pitfalls to avoid

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.

Key factors that influence your popularity

QUALITY RECENT REVIEWS QUANTITY

How important is it to you that your staff monitors and responds to online user review sites, like TripAdvisor?

Source: Hotel Management Voice of the GM Annual Survey, 2012 23

of hotel general managers surveyed said it is ‘important’ or ‘very important’

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90%

Source: Hotel Management Voice of the GM Annual Survey, 2012

Track performance with Review Matrix

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“I get the review alert every day, even if I’m on holiday. It’s an additional pair of ears and eyes for me. The main purpose of success is really, what does the customer think of us? At the end of the day, how do they rate us? And when we see how highly we ranked, that’s a great sort of endorsement to my team. ”

Richard Hatter, General Manager, Hotel ICON

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ENCOURAGE FEEDBACK

of travelers say they write reviews because they want to share a good experience with others

74%

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.

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Review Express Upload visitor emails and send out a customized message requesting a TripAdvisor review.

unique domains feature TripAdvisor widgets on their site

70,000

people view TripAdvisor content on sites other than TripAdvisor each month

SPEAK UP

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

TripAdvisor Management Response Growth: 2003-2012

1 out of every 4 new reviews in 2012 received a

Management Response

Management Responses more than doubled year-over-

year from 2011-2012

Source: Internal TripAdvisor data

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Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.

Reviews influence traveler decisions

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of respondents say an appropriate management response to a bad review improves my impression

of the hotel.

84% of respondents say seeing

a hotel management response to reviews

makes me believe that it cares more about its

guests.

78%

“We have started responding to reviews. Originally we didn’t do that, but one of my guests pointed out to me that if you do respond, not only is it nice for the guest to see you’ve responded to them, but it allows other people to see there’s a person behind the business, rather than just a blank website. It shows that you care and appreciate the reviews.” Sue Thompson, Owner, Six Brunton Place Guest House

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PAINT YOUR PICTURE

Source: TripAdvisor, 2013

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Properties with at least one video have

about 29 percent more engagement

than properties without a video

Properties with 30 or more photos have

46% more engagement than hotels with ten or

fewer photos

67% of respondents say they look at traveler-submitted photos to help them make hotel choices

Source: TripAdvisor, 2013 38

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“If you’ve got good photography, why wouldn’t you put it up there? What I think is important for us is to have photography that really reflects what you’ve got in the hotel, and we’ve got a lot of people who say to us, your photographs are actually what the hotel is like, rather than this wonderful hotel of the best room in the hotel that very few people are going to be able to access.”

Robert Nadler, CEO, base2stay

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SING YOUR PRAISES

How to promote your awards

• Add the emblem to your website

• Display your award on your property

• Issue a press release

• Contact your local media • Post your award on Facebook

and other social media outlets • Celebrate with past guests

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of TripAdvisor members

surveyed say they are more likely to use a business

with a TripAdvisor endorsement on

display

75%

Order your TripAdvisor sticker Visit your Management Center’s “Free marketing tools” section

Source: "TripAdvisor Member Survey, October 2012 43

Highlight your own properties green practices

and get recognized for it!

Become a Green Leader Visit: www.TripAdvisor.com/GreenLeaders to learn more!

Source: "TripAdvisor Member Survey, October 2012 44

BUSINESS LISTINGS

Get additional exposure

• Direct contact details on your TripAdvisor property page

• Special Offers – attract additional guests

• Announcements – highlight your property

• Slideshow – show off your property

• Exclusive additional features in the Management Dashboard

• Show your Special Offer on TripAdvisor mobile site*

*at an additional cost 46

TripAdvisor Resources • Management Center URL

– www.TripAdvisor.com/owners

• Blog – www.tripadvisor4biz.wordpress.com

• Business Listings

– www.TripAdvisor.com/BusinessListings – Call 1-866-322-5942 (toll-free within US). Agents are available

Monday through Friday, 9:30 to 5:00 EST.

• Contact Information – Mark Preston, (p) 617-795-7951 – mpreston@tripadvisor.com

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