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    Trip Advisor

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    Aman
    TripAdvisor began as a site hosting travel information and user reviews of hotels and services. It became the largest travel site in the world by 2013. Hotels increasingly invested in managing their online reviews by focusing on the location, quantity, and quality of reviews to influence booking decisions and increase occupancy and prices. User reviews were found to be the most influential factor for up to 50% of hotel booking decisions.

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    Trip Advisor

    Uploaded by

    Aman
    288 views3 pages
    TripAdvisor began as a site hosting travel information and user reviews of hotels and services. It became the largest travel site in the world by 2013. Hotels increasingly invested in managing their online reviews by focusing on the location, quantity, and quality of reviews to influence booking decisions and increase occupancy and prices. User reviews were found to be the most influential factor for up to 50% of hotel booking decisions.

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    TRIP ADVISOR.docx

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    TripAdvisor began as a site hosting travel information and user reviews of hotels and services. It became the largest travel site in the world by 2013. Hotels increasingly invested in managing their online reviews by focusing on the location, quantity, and quality of reviews to influence booking decisions and increase occupancy and prices. User reviews were found to be the most influential factor for up to 50% of hotel booking decisions.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    288 views3 pages

    Trip Advisor

    Uploaded by

    Aman
    TripAdvisor began as a site hosting travel information and user reviews of hotels and services. It became the largest travel site in the world by 2013. Hotels increasingly invested in managing their online reviews by focusing on the location, quantity, and quality of reviews to influence booking decisions and increase occupancy and prices. User reviews were found to be the most influential factor for up to 50% of hotel booking decisions.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    TRIP ADVISOR (how should hotels manage online word of mouth?

    Hosted a repository of info on hotels and travel services and provided reviews written by consumers.

    Hotels had started investing more time and marketing money towards managing the QUANTITY,
    QUALITY and LOCATION of online reviews.

    FOUNDED IN 2000. CEO STEPHEN KAUFER

    BUSINESS MODEL INITIALLY: Online Travel Agencies placing text ads links. The site will have reviews
    and ads. By clicking on the link you could make reservations which would be carried out by OTA
    partners. THIS GOT THEM CLICK THROUGH RATE OF 10%.

    IN 2004, GOT ACQUIRED BY INTERACTIVE

    In 2009, tools to search for flights

    In 2010, listings for vacation rental properties

    In 2010, Introduced business listing service

    By 2013, largest travel site in the world

    In 2013, It had 27k monthly unique visitors

    WHAT THEY DID TO MAKE MONEY

    It wasn’t subscription based. It charges business for THREE SERVICES

    1. CLICKABLE TEXT ADS (77% of revenue)


    2. DISPLAY ADS 12%
    3. FEES FOR LISTINGS PAID BY HOTELS AND PROPERTY OWNERS (BUSINESS LISTINGS) 10%

    COMPETITION/OTHER TRAVEL REVIEW SITES

    1. Search engines GOOGLE YAHOO etc


    Meta search sites, aggregating info from other websites and service providers (TripAdvisor)
    2. OTAs (Travelocity and Orbitz) Handled bookings directly
    3. Hotels’ own websites

    THREE MAJOR ATTRIBUTES WHILE MAKING A DECISION TO BOOK HOTEL

    1. Guest experience
    2. Location
    3. Price
    FEATURES OF AN ONLINE REVIEW THAT EFFECTED PEOPLE’S CHOICES

    1. The position of hotel in an OTAs listing


    2. No. of reviews of the hotel
    3. Avg. user review score

    FAKE REVIEWS

    Between 2 to 6% were either fake or deceptive

    Industry emerged for paid reviews. Offering gift cards or vactations to industry bloggers for positive
    reviews.

    1 in 4 users reading them found unfair

    A review is fake when:

    1. Overly positive
    2. Not enough reviews

    Read a range of reviews to battle fake reviews

    And disregard the top 5% and bottom 10%

    59% paid little attention to extreme reviews

    HOW WERE HOTELS MANAGING THESE ONLINE REVIEWS

    Online reputation management had become a key part of marketing

    Word of mouth primary factor behing 20-50% of purchase decisions

    Hotels were now interested in understanding the financial impact these reviews had on their
    revenues.

    IN 2013, HOTELS SPENT 7.5% OF THEIR OPERATION EXPENSE BUDGETS ON MARKETING.

    28% OF MARKETING BUDGETING ON ADVERTISING

    Online reviews were most influential in increasing prices and occupancy of hotels.

    GLOBAL REVIEW INDEX

    10% Increase in GRI – 8% increase in prices, 2% increase in occupancy, revenue per room by 9.6%

    THREE ASPECTS FOCUSED ON TO MANAGE ONLINE REVEIWS

    1. Location of the review


    2. Quantity
    3. Quality
    Hotels were putting efforts to get guests to write reviews

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