TripAdvisor talks online bookings, big data and the next big thing
Accomnews spoke exclusively with TripAdvisor for Business’ commercial director for APAC and EMEA Angie Vaux (pictured) to find out what the current trends are in online travel.
Ms Vaux works with accommodation providers to help them attract more travellers, more direct bookings and to help them succeed in the online marketplace.
How they can managers boost their success on TripAdvisor? Do you have any tips?
Certainly. The main goal of TripAdvisor for Business is to enable independent properties whether they are bed and breakfasts or a property in outback Australia, to really leverage the scale of TripAdvisor to promote their business and drive more direct bookings. There are three key resources properties can use.
The first one is research, data and analytics.
We actually offer all registered owners on the TripAdvisor site access to the free management centre and this offers free content and resources to engage the traveller and to respond to traveller reviews. So hotels can actually register within the centre and actively manage all of the reviews that the travellers are posting. We also have review express which is an automated platform for accommodation providers to encourage guests to share their feedback after they’ve stayed with the property.
The second one is business listings.
This is a subscription-based marketing tool that allows accommodation providers to take full ownership of their property page on TripAdvisor and manage their contact information. They can also promote special offers they may be running and any announcements about their property.
The third one is TripConnect as a way to capture more business.
TripConnect enables the independent properties to display their room prices and their availability through TripAdvisor price comparison, which is essentially meta-search. We’re also adding instant booking capabilities which will enable all travellers to plan their trip on TripAdvisor, compare prices and book online.
Have you found that the providers still prefer people to be directed to their own sites for bookings?
TripConnect is currently in beta-testing right now and we’ve only rolled it out to US properties so that’s where we are currently but it will be coming to the Asia-Pacific region later this year.
What will TripAdvisor do to adapt as mobile technology develops over the next few years?
50% of our traffic is actually from mobile devices so as a dynamic and innovative company, we’re constantly finding new ways of delighting our consumers whether they come through on a tablet, a mobile device or through a desktop and we’re also aiming to redefine the entire traveling process and the booking process.
What about things like big data? Has TripAdvisor considered harnessing it, perhaps by selling pockets of data to properties?
We offer a huge amount of data and analytics to properties through the management centre that we provide to them in terms of a traveller profile that goes to their particular location. If they are a business listings customer, we also provide them with direct access to how many clicks they get on their site, what the click-through rate is, how many bookings are driving to that property, we also look at what’s happening within their location as well, so how much traffic is going to their competitors.
Are there any new projects you’re working on? What’s the next big thing for TripAdvisor?
TripConnect instant booking is the next big thing for TripAdvisor. That’s enhancing the existing TripConnect service, allowing travellers to complete their accommodation booking directly without actually leaving the site and going off to a third-party. That is in beta-testing in the US and we’re doing some testing in Europe right now but it will be introduced to APAC towards the end of the year.
AccomNews is not affiliated with any government agency, body or political party. We are an independently owned, family-operated magazine.
