ONLINE REPUTATIONuse online reviews to boost direct bookings

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ALEXIS DOBBELAEREChief Sales OfficerCustomer Alliance

Hi...INTRODUCING CUSTOMER ALLIANCE

Who we are

INTRODUCING CUSTOMER ALLIANCE

We help you gain control of your online reputation, increase your direct bookings,

and adapt your pricing for maximal returns.

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What is Online Reputation?

Online reputation is how your business is perceived online by potential customers

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What is Online Reputation?

The key task of managing your online reputation is taking control of the online conversation

Online reputation management (ORM) is the act of monitoring, addressing or mitigating search engine result pages or mentions in online media and web content. It's all about control of an individual's or business's reputation. Online reputation management has a big impact on a company's revenue.

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What is online reputation ?

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Why is online reputation important?

A positive online reputation boosts your SEO ranking

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Why is online reputation important?

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Does online reputation = SEO?

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SEO vs Online Reputation Multiple targets

SEO = influence where your website is returned in SERPsORM = influence what people do and don t see about

Displacement vs Promotion

SEO= Increase ranking of specific sites or pagesORM = decrease ranking of specific site or pages (

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SEO = getting to the top (and staying there)

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Online Reputation = Control

Consumer Behaviour

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Industry Trends

FIND USER REVIEWS

WHEN DETERMINING WHICH HOTEL TO STAY AT

DURING THEIR TRIP *

IMPORTANT WILL NOT BOOK A PROPERTY

IT HAS REVIEWSUNLESS

93%of travelers

53%of travelers surveyed

* TripBarometer by TripAdvisor - Winter 2012 / 2013 The World s Largest Accommodation and Traveler Survey** Tripadvisor: http://www.tripadvisor.com/PressCenter-i5569-c1-Press_Releases.html

**

INDUSTRY TRENDS CONSUMER BEHAVIOUR

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Travel influencers across the generations

Entender tu publicoEdad etc...

Sus NecesidadesAdaptarse a su medio de comunicacion

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QUIEN ES MI PUBLICO

Travelers seek new experiences: learning something new and trying something new are cited among the top five influencers when making travel plans. Flight and accommodation cost are also are key drivers in traveler decisions.

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Influencers on travel plans

Key factors when booking accommodation

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Price and Reviews

Price is important for all travelers – they aim to also balance online ratings and reviews with their own previous experience to make a decision.

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Key decision factors when booking a accommodation

Aside from price, previous experiences,reviews and accommodation amenities also play a key role for Millennials and Generation X

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Travelers value past experiences

Dominant personal considerations include recommendations from friends and relatives and doing activities that individuals could not do elsewhere.

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Personal considerations vary among travelers

Online Strategy

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User-Generated Content(UGC)

TRAVELERS ARE SHARING MORE ABOUT THEIR

Travelers who have uploaded a video related to past travel * Travelers who say they

share pictures of their vacations online *

Travelers who enjoy reading online experiences, reviews and information of other people who travel *

*

11%26%

Leisure Business

53% 52%

Leisure Business

49%57%

Leisure Business

* Traveler s Road to decision, Google & IPSOS OTX Media CT, July 2011

USER GENERATED CONTENT

OWN EXPERIENCES THAN EVER BEFORE

GENERATING MORE ONLINE CONTENT TO INSPIRE AND INFLUENCE OTHERS

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Online reviews as part of your digital content strategy

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Content Strategy

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Travel review sites

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BOOKING SITEREVIEW SITE

COLLECTION

INTEGRATION

DISTRIBUTION

ANALYSIS

ONLINE REPUTATION STRATEGY

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Social Network Integration

COLLECTION

INTEGRATION

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INTEGRATION

Google Snippet integration

COLLECTION

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ONLINE REPUTATION STRATEGY

Cost or Revenue Generation?

Controlling online Reputation

IN AROUND 9 SESSIONS BEFORE THEY BOOK

LOOKS ATTHE AVERAGE TRAVELER

* Google – The 5 Stages of Travel

22 WEBSITES

ONLINE REPUTATION - COST OR REVENUE ?

BY +1 POINT ON A 5 POINT SCALE*

IF THE REVIEW SCORE

+1REVIEW POINT

INCREASES

=AND STILL MAINTAIN THE SAME OCCUPANCY &

MARKET-

+11%PRICE INCREASE

SHARE

*The Impact of Social Media on Lodging Performance: Cornell University, Chris Anderson Ph.D.

MAKING YOUR REVIEWS WORK FOR YOU

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Key take aways

COLLECTION

INTEGRATION

DISTRIBUTION

ANALYSIS

BIG TAKE OUT

● Plays a key role in the consumer purchasing decisions

● Must be a central component of your digital strategy

● Will enrich your customer experience

● Will boost revenue growth

Online reputation:

It is time to take control 43

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