Leire González - TripAdvisor, tendencias de futuro para restaurantes

TripAdvisor - tendencias de futuro para restaurantes EnBandeja – May 2016

HOW DID TRIPADVISOR BECOME THE WORLD’S LARGEST TRAVEL SITE?

Let’s rewind to 1999 When rewind was still a word we regularly used

Every site had the same information Same description, same amenities, same photo

This is what a brochure promised‌.

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This is what the traveler got‌

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AND SO...

THE IDEA FOR

WAS BORN

MISSION HELP TRAVELERS PLAN AND BOOK

THE BEST TRIP

TripAdvisor headquarters in the year 2000 A small office above a pizza shop in Needham, Massachusetts

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TripAdvisor website in 2000 Content was sourced from guidebooks and industry experts

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Then TripAdvisor added a review button

Write a Review

TripAdvisor Highlights First ever traveler review is posted on TripAdvisor Restaurants added to the site for the first time

2001

2002

Popularity Index launched, ranking properties according to traveler feedback

2004

Vacation Rentals are added to the site

2009

TripAdvisor forums are created

TripAdvisor launches first iPhone app

2010

Partners with Facebook A flights search feature is launched on the site

TripAdvisor introduces Instant Booking on mobile

2013

Hotel price comparison launches

2014

Today

TripAdvisor acquires and

TripAdvisor reaches

350 million Unique monthly users

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A lot has changed since 1999‌

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From “look” to “book” on TripAdvisor Already thinking about next trip!

Week -20+ “Not Yet Ready” Advocate Reviews, Facebook, Word of mouth

Book Additional Activities ●

Restaurants Attractions ● Tours, etc.

Awareness Not planning… but open to inspiration

Week -16: • 5 Destinations • 0 Hotels

Experience

Consideration

Actively on vacation

Starting the process

●

Week -12: • 3 Destinations • 6 Hotels

Week 0 • Booked

Booking

Comparison

Flight -> Hotel

Short list of hotels

Week -4: • 1 Destination • 15 Hotels

Main window of opportunity for Inspiration.

Higher funnel activity where a user can be influenced to change destination/ Airline/Hotel etc...

More tactical , often price specific targeting

The TripAdvisor Content Universe

350

MILLION

reviews o &p i n i o n s

over 136,000+ destinat ions over

230

user e ve co n rt ryi bmuitni ount es

10 m e m b e r 3 s MILLION

340

MILLION

6.4

over

MILLION

busines ses listed

1,000,0 hotels, 0 0B + &B & ●

●

Unique visitors a month

specialty lodging MILLION

●

48 Domains 28

langua in ges

●

~755,000 vacation rentals

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●

●

resta urant s

655 ,00

Restaurantes en gran canaria 16

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• 2.664 Restaurantes en TripAdvisor – Gran Canaria • +298.000 opinions

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More than 80% of users feel that TripAdvisor reviews help them feel more confident in their travel decisions and have a better trip

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. May 2015

Reserve a restaurant everywhere Through the acquisition of a number of leading restaurant reservation companies, users can now reserve over 200,000 restaurants through TripAdvisor.

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TRIPADVISOR On the TRIP Experience 20

Smartphones: #1 Travel Essential

75% of global travelers will not leave home without their

smartphones

Source: TripBarometer, October 2015

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The In-Destination Use Case Is Huge Mobile is driving fantastic user growth, media companies faster to move in travel

Source: (Connected Traveller TripBarometer 2015)

Gran Canaria - Trends Seassonality

2013

2014

2015

2016

Dec

N ov

Oct

Se p

Aug

Jul

Jun

May

Apr

Mar

Fe b

Ja n

Gran Canaria Trends Device Use – looking at Gran Canaria

16 Ma r 20

15

6 Ja n 201 No v 20 15 S e p 20 5 Ju l 201 15 Ma y 20 15 Ma r 20

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5 Ja n 201 No v 20

14 S e p 20 4 Ju l 201 14 Ma y 20 14 Ma r 20

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4 Ja n 201 No v 20

13 S e p 20 3 Ju l 201 13 Ma y 20 13 Ma r 20 3 Ja n 201

Mobi l e Web Mobi l e App Tabl et Web Des ktop

How big is Restaurants in Gran Canaria?

2015 Internal Data

Other; 22%

Hotels; 40%

Maps; 0% Flights; 0% Vacation Rentals; 3% Forum; 4% Tourism Page; 4%

Attractions; 9% Restaurants; 17%

How can I start? o

Is your restaurant registered on TripAdvisor?

•

o

Go to tripadvisor.es/owners – look at your restaurant and “claim” your property

Your restaurant is not on TripAdvisor yet?

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Go to tripadvisor.es/getlistednew and register it

The Power of Reviews Did you know 54% of travelers won’t book a hotel that doesn’t have any reviews?

Source: Phocuswright’s TripAdvisor Custom Survey 2015: Global

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The Power of Reviews for Restaurants and Attractions

85%

will “usually” or “always” reference TripAdvisor reviews before booking a restaurant

79%

will “usually” or “always” reference TripAdvisor reviews before deciding on an attraction to visit

Source: 2015 ‘Custom Survey Research Engagement’ conducted by Phocuswright on behalf of TripAdvisor. .

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USING REVIEWS TO POWERYOUR BUSINESS

Key factors influencing your popularity on TripAdvisor

QUALITY

QUANTITY

RECENCY

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Take advantage of Management Responses

Management Responses Influence traveller decisions

65% of TripAdvisor users are more likely to book a hotel which responds to traveller reviews versus a comparable hotel which doesn’t provide management responses

85 %

of TripAdvisor users users agree that a thoughtful management response to a bad review improves their impression of a hotel

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Anatomy of a good response

THANKS

REINFORCES POSITIVE FOLLOWS UP

APOLOGIZES

INVITES BACK DEMONSTRATES IMPORTANCE OF GUEST FEEDBACK

Avoiding escalation

Listen Empathize Apologize Find a solution Follow up

Management Responses: Best practices

1.

Sign up for review notification emails

2.

Respond promptly

3.

Say ‘thank you’ for the feedback

4.

Be original in your reply

5.

Highlight the positive

6.

Address any specific comments

7.

Be polite and professional

HOT TIP

Try drafting your responses in an offline document first before publishing them online.

Don’t forget to proofread, keeping an eye out for any grammatical errors.

Increasing the number of recent reviews using the Review Express Tool Easier than ever to ask guests to write a review on TripAdvisor! o

Engage with guests after they have stayed to encourage valuable feedback for your business

o

Use customizable templates to easily email recent guests

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Use campaign dashboard to monitor incoming reviews and optimise campaigns

o It’s FREE!

Review Express Choose your preferred language

Easy to edit template

Send up to 1,000 email address per day

Key Benefits of Review Express

More reviews Higher ratings Positive increase in popularity index

Takeaways o

Register your business

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Add photos of your restaurants – users love them

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Encourage users to write reviews – Review Express

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Respond the reviews - ALL

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Share your success – Certificates of Excellence

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Keep tunned: •

https://www.tripadvisor.es/TripAdvisorInsights

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