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Understanding_20Online_20Customers_20Needs_20and_20Expectations

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					Monday, September 26, 2005

Understanding Online Customers’ Needs and Expectations
Robin Ingle Vice President, International Development

Some TripAdvisor Statistics
• • • • • The leading independent travel information & research destination on the Web 18 million+ unique monthly visitors 2.6 million+ unbiased reviews, opinions, and recommendations from real travelers 1 review is submitted every minute of every day Travelers contribute content on: – 23,000 cities – 150,000 hotels – 63,000 attractions – 92,000 restaurants ...including 100,000 destination photos (since Jan. 2005), with travelersubmitted photos of ~12,000 hotels.
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www.tripadvisor.com

Marriott Hotel Berlin – September 5, 2005
Candid traveler photo

“Just great - love every Marriott I have stayed at during the past years.”
- August 2005

www.tripadvisor.com

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"WARNING!! Take your Clorox and Penicillin!!"

www.tripadvisor.com

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Unbiased, Honest, Global. – Real Advice from Real Travelers.
• "Druggie/drunk after my camera!"

www.tripadvisor.com

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TripAdvisor History
• Founded February 2000 by Steve Kaufer and Langley Steinert with a goal of producing the Web’s best reference for travel information and searchable travel deals Site launched November 2000, profitable by August 2002 Purchased by IAC - March 2004 Part of Expedia, Inc. - August 2005 One million reviews/opinions - January 2005 Two million reviews/opinions - June 2005 Today: – 2.6 million+ reviews/opinions August 2005 – This year alone, grew from 13 million to 18 million+ unique visitors/month worldwide (comScore Media Metrix) – Double digit increases MOM

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www.tripadvisor.com

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Monetizing our Content
• • Matching content with commerce is how we earn our keep. Deep-links to our commerce partners sites are automatically indexed into our content pages
– – – A link to your booking page for “Hotel XYZ” is placed on the content page for “Hotel XYZ” No keyword management required Your links only appear on the most relevant pages

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Our users see a nice array of top booking sites including…
– – – – – – – – – Active Hotels eBookers Expedia Hotels.com Lastminute Opodo, etc. Octopus Travelocity Venere Hilton Hyatt InterContinental Hotel Group Radisson, etc. Starwood Travelodge Wyndham
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Commercial terms are flexible
– – Cost per Click (CPC) Cost per Acquisition (CPA)

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Plus hotel brand sites including…
– – – – – – –

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Because of strong relevance, our “look to book” ratio is high. The volume and quality of our traffic is generally quite desirable (and profitable) for our partners.

www.tripadvisor.com

Matchmaker, matchmaker, make me a match…
• • • You don’t want EVERYONE staying at your hotel. TripAdvisor helps you and your best customers find each other. TripAdvisor helps you and your worst customers avoid each other.
It’s not a good deal if it’s a bad hotel... …unless you’re looking for a bad hotel. • Our users are looking for THEMSELVES in other reviews.

www.tripadvisor.com

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How do you find your perfect matches?
• Through your advertising you set an expectation.
– Before they book, travelers read TripAdvisor content to take the mystery out of their travel experience

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TripAdvisor is the largest open, unbiased travel forum for travelers to speak their truth. Through review and forum sites like TripAdvisor your customers tell you if their stay lived up to that expectation
– After they return home, travelers add to TripAdvisor content to tell you how you did – Listen to them…your future customers do.

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www.tripadvisor.com

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Hotels Love Us…Sometimes:
“I don't give the authorization to publish the "user reviews" and my question is if it is possible to remove/cancel the "user reviews" bad and good regarding us. If you are so kindly to do this for me I will send you by ordinary mail a big bottle of our original lemon liquer of the Amalfi Coast called ‘limoncello’.”

“Good compliments make us glad, but negative comments will improve us a lot.”

www.tripadvisor.com

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Relevant, Vital.

"I haven't gone on a trip or stayed at a hotel without consulting TripAdvisor in three years."

www.tripadvisor.com

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Unbiased, Honest, Global. – Real Advice from Real Travelers.

“TripAdvisor provides an incredibly valuable service to travellers. Together we can put the cheating/ scummy/dangerous places out of business!”

I called reception and said "There is no water coming out of our taps" and she replied "Well it is an old hotel" !!!

www.tripadvisor.com

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Unbiased, Honest, Global. – Real Advice from Real Travelers.

“I would buy this place and live here – if I could afford it!.”

“The bed was so comfortable we couldn’t get out of it and go enjoy the city.”

www.tripadvisor.com

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Unbiased, Honest, Global. – Real Advice from Real Travelers.

“Can you spell N-A-S-T-Y? What we thought was the bell hop was a king size roach.”

“Well, it’s a cross between a hospital and an old folks home. The bed linen is clean, but don’t look under those beds (yikes!).”

www.tripadvisor.com

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Unbiased, Honest, Global. – Real Advice from Real Travelers.

“We were greeted with the biggest of smiles and warmest of hearts. The staff is just so friendly and nothing is too much bother.”

www.tripadvisor.com

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Brand Halo? Polish Carefully…
• • • • Berlin - #7 in Popularity Index is 15-room Askanischer Hof and #10 is 82 room Brandenburger Hof London - seven of the top 10 hotels have fewer than 60 rooms; #2 in Popularity Index is 33-room Parkes Hotel Paris - eight of the top 10 hotels have fewer than 100 rooms; #1 is 60room Hotel Lancaster Rome - #1 in Popularity Index is 19-room Hotel Santa Maria

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#1 rated hotel in Munich, Hotel Uhland has zero commerce partner representation.

www.tripadvisor.com

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Ramada Plaza Berlin Hotel – July 20, 2004
"Very disappointed" “I booked my stay at this hotel (and paid it in full) through Expedia. We also confirmed our stay. When I arrived, I was told that the hotel had "accidentally" overbooked due to a computer problem and did not have a room for us. They told us they would find another hotel of the same class, but the hotel which they found for us was old, the reception and lobby was dark and dreary and the hotel did not have any amenities (such as a pool). When I called the Ramada Plaza to tell them that the substitute hotel was unacceptable, they simply told me that there was nothing they could do as that was the last room in all of Berlin that they could find for us. While the staff at Ramada was very nice about helping us and paid the taxi ride to the next hotel, I find it unacceptable that the Ramada Plaza overbooked its rooms in the first place.”

www.tripadvisor.com

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Ramada Plaza Berlin Hotel – August 21, 2004
"I can't sing its praises enough!" “This is a truely lovely hotel which is made even more so by the lovely staff who couldnt do enough for us. Like another reviewer we booked through Expedia and had the same trouble when we arrived (the hotel being overbooked) but the hotel sent us to another hotel which was also a 4* and was approx 5 minutes from the Ramada Plaza and was a very nice hotel. The next day a taxi was sent to take us back to the Ramada Plaza and because of the inconvenience we were upgraded to a suite for the remainder of our holiday (6 nights) which was FANTASTIC. I will certainly be returning to Berlin if only to spend another week at this lovely hotel.”
www.tripadvisor.com 18

Westin Grand Berlin – June 2005
"Terrible rooms - stay away" June 30, 2005: A TripAdvisor Member, Zürich, Switzerland I stayed at the Westin Berlin 3 or 4 times. This time I stayed for two nights and they gave me a room upgrade to a renovated room. Renovated? Yes, they call it renovated. The "renovated" rooms are located to the courtyard and have the same size like the normal rooms. Bad smell, ugly furniture, bad design, old fashioned, dirty, noisy a/c and not really a heavenly bed I guess. Forget about the rooms in this hotel!

www.tripadvisor.com

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Westin Grand Berlin – August 2005
Management response August 2, 2005: (name withheld), Front Office Manager (Management representative) Dear guest, thank you very much for your review about our rooms. Unfortunately you were not satisfied with the style and the size of our rooms. I deeply regret that and was a bit surprised either. Usually our Garden rooms are the most desired category from our guest. We haven't had any complaints about them so far. Furthermore we are currently changing the style of some rooms, which will be our Grand Deluxe category. The rooms will be ready at the end of August this year. This will be a modern classical style then. Try them out.

www.tripadvisor.com

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Westin Grand Berlin – August 2005

"Is this the same hotel…" “…that has the bad stinky rooms? Not ours. The location was great, the lobby was great, and the room was great. Nice bed, lovely linens, a spotless bathroom with no bad smell! And the pool and spa area was one of the nicest I've seen! Sorry to the people who got bad rooms - ours was close to the center and must have been renovated. ...”

www.tripadvisor.com

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Summary:
• • • Find places where your customers are talking – and listen. Respond to poor reviews- publicly and privately. The Democracy of the Web provides a level playing field
– The cost/value equation is unique to every property – regardless of size or brand affiliation – Small properties can take share by trying harder – Branded properties need to live up to brand promises with every customer, every day.

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Start your relationship with your potential guest during the evaluation stage.
– Be in the consideration set when people are making cost/value decisions. – Adjacency to unbiased content supports your site’s credibility.

www.tripadvisor.com

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Get to know us!
• Christine Petersen Head of Marketing christine@tripadvisor.com Robin Ingle Head of International Development robin@tripadvisor.com

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www.tripadvisor.com

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