TripAdvisor Success Stories

Businesses listed on TripAdvisor share tips and best practices.

Accommodations

How a Spanish Hotel Company Uses TripAdvisor in Its Rebranding Strategy

How a Spanish Hotel Company Uses TripAdvisor in Its Rebranding Strategy See how Selenta maximized visibility for SOFIA Hotel to get more traffic and jump-start its online reputation.

Selenta Group manages nine properties in various Spanish cities. We spoke with Silvia Sutter, Online Traffic Manager at Selenta, to find out how she has increased visibility and traffic for SOFIA Hotel with TripAdvisor.

TripAdvisor as part of the rebranding strategy

Rebranding Selenta's properties has been a huge undertaking that began last year and taken months of planning and preparation. "We transformed the company and rebranded as a whole, and are now working on repositioning our properties as luxurious and high-end," says Sutter.

The goal? Growing visibility and traffic to all nine properties. Says Sutter, "We want to expand our market and reach more US travellers — since the majority of our guests are traditionally from Spain and the United Kingdom."

Sutter turned to TripAdvisor to market the re-launch of SOFIA Hotel, a property Selenta has recently renovated. "TripAdvisor is an important marketing channel because this source of traffic raises our overall performance and travellers from TripAdvisor are more likely to convert," she says. "We updated SOFIA's TripAdvisor listing page with our new name, photos, and other information to not only promote the renovations, but also reset guest expectations."

Increasing visibility with Sponsored Placements

To get more exposure for SOFIA in the competitive Barcelona market, Sutter uses Sponsored Placements. "We decided to try Sponsored Placements to increase SOFIA's visibility and brand awareness. The additional exposure from Sponsored Placements puts the property in front of more travellers who are searching for a place to stay in Barcelona," she says.

SOFIA has gained more visibility and traffic. "The results have been great: Sponsored Placements has performed so well for SOFIA that all nine Selenta properties now have active campaigns to increase their exposure," says Sutter. "On average, these ads have generated over 50,000 impressions for each property in 6 weeks to highly targeted travellers."

And that visibility is paying off: "We've driven more traffic to the SOFIA website, creating leads that ultimately convert. Since starting Sponsored Placements, booking referrals for SOFIA have increased," continues Sutter.

SOFIA's online reputation cycle has also accelerated. "The uplift in visibility has jump-started our online reputation cycle for SOFIA, which has helped it to be ranked in the top 10% for accommodations in Barcelona," Sutter says. "As more guests stay at SOFIA, they write reviews and post photos, restarting the cycle of inspiring potential guests to pick our property."

Sutter plans to run Sponsored Placements all year. "If conversions continue increasing thanks to Sponsored Placements, we'll always run our ads as our rebranding progresses. The ads have helped me reposition our properties, drive more traffic to our websites, and get more bookings," she says.

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How a European Hotel Group Uses Content Marketing to Reach Travellers

How a European Hotel Group Uses Content Marketing to Reach Travellers 25hours Hotels increases visibility, raises brand awareness, and drives incremental revenue with TripAdvisor. 25hours Hotels is a group of 13 properties scattered across Germany, France, and other European countries. See how Alexander Schuster, Head of Digital, influences travellers to book one of their properties using content marketing and TripAdvisor.

A focus on content marketing

To build relationships between customers and the 25hours brand, Schuster uses content marketing. "We choose to focus on content marketing instead of solely relying on promotions, discounts, or packages. Content allows us to tell a larger story about how guests don't just stay at our hotels. They can have a fun, relaxing, immersive adventure at our hotels, which are designed to embody the city and neighbourhood they're in," he says. "Our photos and videos reinforce our brand. Our blog for each hotel offers local insider knowledge."

Reaching travellers on the customer journey with TripAdvisor

Schuster offers relevant information to travellers while they're shopping for a place to stay on TripAdvisor, a major marketing channel. "The customer journey has many touch points, and we need to reach travellers at the right time on the right channels. So, we amplify our content on TripAdvisor, Google, social media, and other marketing channels to capture travellers' attention and provide a compelling, consistent story," he says. "I use TripAdvisor to increase our visibility, highlight the 25hours brand, and get more direct bookings."

Working with TripAdvisor, Schuster supplements his content strategy by highlighting traveller review content and responding to those reviews. "Travellers check reviews, which makes TripAdvisor an important part of the customer journey. We respond to these reviews — not only offering our view, but also showing how we care about and feel responsible for our guests," he says.

More revenue with Business Advantage

Schuster draws in travellers by showcasing his content and optimising the 25hours Hotels’ TripAdvisor listing pages with Business Advantage. "We can entice travellers in the booking funnel on TripAdvisor search and our listing page when they're considering our properties and prices," he says. "We're able to test and optimise different Business Advantage features. For example, we post Cover Photos and Favourite Photos that best represent our hotels, and then we check the photo engagement rate in the Analytics Suite to see what works in drawing in even more travellers."

He also uses Business Advantage to connect with travellers directly. "With Contact Details, we can put the right communication channels—our website, phone number, and email—on TripAdvisor. We're able to drive travellers to our website, have them book directly, and not lose them to OTAs — it's easy for them get in touch with us," says Schuster. "Another way we incentivize travellers to book directly with us is we run Special Offers with an advanced, lower booking rate that they can redeem on our website."

Schuster notes that all 25hours properties have Business Advantage because of its ability to grow the 25hours brand and business. "Business Advantage is beneficial — it shows a return on advertising spend, and we drive incremental revenue for all our properties," he adds.

Increased visibility with Sponsored Placements

To maximise his reach to travellers and drive more traffic to 25hours, Schuster decided to try Sponsored Placements. "Relying on search for travellers to find our properties isn't effective. With Sponsored Placements, we expand our visibility to travellers who are already on the customer journey, especially when they're searching within a dedicated city, but don't have a specific brand in mind," he says. "The five properties that tried out Sponsored Placements each received over 100,000 impressions on average in two months — meaning they were seen 100,000 more times than if we didn't have Sponsored Placements.”

Sponsored Placements has also helped Schuster get more booking referrals. "In addition to the increased visibility, Sponsored Placements create leads so more travellers make bookings at our hotels. We saw a 20% boost in booking referrals on average. We also saw an increase in page visits to our five properties' TripAdvisor listing pages," he says.

Seeing the benefits of Sponsored Placements, Schuster believes the ads are a worthwhile investment. "Sponsored Placements is valuable because I'm able to raise awareness of the 25hours brand at multiple touch points of the customer journey. Every click means that travellers are engaged and interested — If travellers see our ad, it's highly likely they'll be back later with high intent to book with us," he says.

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Success Story: A Jaipur Hotel Uses TripAdvisor to Drive Inbound Marketing

Success Story: A Jaipur Hotel Uses TripAdvisor to Drive Inbound Marketing Learn how the Royal Heritage Haveli attracts travellers with Sponsored Placements and converts them with Business Advantage. The Royal Heritage Haveli is a small family-owned boutique hotel that won the Travellers’ Choice award for multiple years in Jaipur, India. See how Shambhavi Singh, the Haveli Director, uses TripAdvisor as an instrumental part of her inbound marketing strategy. Challenge: Maximising the busy season

Singh strives to get as many travellers to book as possible during the busy season. "Our busy season is short so it's crucial that we make the most of it. It's hard to fill rooms during the off-season because it's very hot in Jaipur," says Singh.

Many other local accommodations providers are pursuing a similar strategy. "It's challenging to stand out among our competitors in Jaipur. We're a small business that competes with well-known hotels for a limited number of travellers who visit during the busy season. So, we need to differentiate ourselves from properties similar to ours," she says.

Solution: Using TripAdvisor to drive inbound marketing "To address this challenge, I use inbound marketing to attract, convert, close, and delight guests, and TripAdvisor is crucial to my strategy," Singh says. "Inbound marketing creates awareness among travellers, and it builds trust and credibility for the Haveli."...

How a New Lisbon Hotel Is Succeeding on TripAdvisor

How a New Lisbon Hotel Is Succeeding on TripAdvisor Corpo Santo built a strong online reputation and amplified that success with TripAdvisor Business Advantage and Sponsored Placements. Corpo Santo Hotel is an independently-owned historic hotel that became a top Traveller Ranked property in Lisbon after opening in 2017. We caught up with General Manager Pedro Pinto to learn about his strategies for success. Building a strong online reputation

Building a great online reputation starts with providing great service. To achieve this, Pinto has invested in staff and constant improvements: "Our strategy is to provide exceptional service and delight guests with new things. Great staff is key so we're careful about who we hire and regularly communicate the feedback we receive," says Pinto.

He then encourages guests to share their experiences with other travellers on TripAdvisor. "We work to outperform ourselves instead of our competitors, always focusing on service and reviews. It's not only about providing a quality experience, but also a commitment to using TripAdvisor to get the word out about Corpo Santo," he shares.

Through a commitment to building Corpo Santo's online reputation with guest reviews on TripAdvisor, Pinto has been able to attract guests — and he continues the cycle with fresh review content. "We encourage guests to write reviews with Review Express," Pinto says. "Guests love our hotel so they're keen to share their experiences — for many, it's even their first review. People who read these reviews arrive excited to stay at our hotel and are then inspired to write us a review after their stay."

Pinto also uses Management Responses to make a lasting impression on past guests and influence potential guests to choose his hotel. "Collecting reviews doesn't guarantee success. We respond to reviews, personalizing our responses and thanking guests," says Pinto. "We also show how we're incorporating feedback to improve. For example, we replaced windows that let in too much noise and then contacted each guest who mentioned the noise to let them know the enhancements we made based on their feedback."

Capitalizing on success with Business Advantage and Sponsored Placements

"With all of our reputation management activity, we've been climbing the Popularity Ranking for Lisbon. We saw from our analytics that 40% of our traffic was coming from TripAdvisor. We wanted to grow our traffic and get more guests so I purchased Business Advantage and Sponsored Placements," says Pinto.

Using Business Advantage and Sponsored Placements together helps Pinto amplify Corpo Santo's presence on TripAdvisor. And the results exceed what he had hoped for. "It’s like winning the lottery. The traffic to our website has grown by 500% with both products. Sponsored Placements has expanded our reach — we've received roughly 69,000 impressions in 6 months with the ads and gotten more clicks to our property listing," Pinto explains. “And thanks to Business Advantage, our direct bookings have increased — and we're achieving a 90% occupancy rate."

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How an Independent Hotel Chain in Europe Increased Direct Bookings by 150%

How an Independent Hotel Chain in Europe Increased Direct Bookings by 150% Central Hotel and Forum Hotel in Bulgaria drive more traffic to their websites with TripAdvisor Sponsored Placements. Background Travellers' Choice winner Central Hotel and Certificate of Excellence holder Forum Hotel are jointly-owned independent boutique hotels in Sofia, Bulgaria. Hear how Zhivko Zhelyazkov, Hotel Manager, has increased direct bookings at both properties with TripAdvisor Sponsored Placements. Challenge Because fewer travellers visit Sofia in the winter, demand for Central and Forum Hotels is much lighter. As Zhelyazkov notes, "January and February are difficult months, and we are very focused on driving more direct bookings during that period." Solution...

Case Study: Derby Hotels Collection Boosts Bookings by 25% with Sponsored Placements

Case Study: Derby Hotels Collection Boosts Bookings by 25% with Sponsored Placements How the Derby Hotels Collection maximizes visibility with TripAdvisor Sponsored Placements to compete effectively in a challenging market. The Derby Hotels Collection is a family-owned, 14-property hotel chain based primarily in Barcelona. We recently caught up with David Martinez i Urgell, who leads the group’s Digital marketing and eCommerce strategy, to learn how he leveraged TripAdvisor Sponsored Placements to compete more effectively in a challenging market: Challenge: Competition for Fewer Travellers Tourism in Barcelona, Derby’s primary market, is expected to decline in 2018, particularly during the low season. Anticipating this downturn in travel, Martinez knew he needed something different to compete with larger hotel chains for fewer travellers. "We knew it was going to be a hard season because of the difficult economic situation in the market," Martinez says. "We also know most travellers don't know about our hotels until they start searching a specific location and discover us through TripAdvisor or OTAs."...

How This Sorrento Hotel Increased Direct Bookings by 20% in 40 Days

How This Sorrento Hotel Increased Direct Bookings by 20% in 40 Days Grand Hotel Aminta Owner, General Manager and Marketing Strategist Gianfranco Acampora shares top tips for marketing his Sorrento boutique hotel

We recently spoke with leading hotelier and marketing expert Gianfranco Acampora, Owner and General Manager of the Grand Hotel Aminta in Sorrento, Italy — who shared these important insights into digital marketing best practices for hotels:

Can you tell us about the Grand Hotel Aminta and your role at the property?

The Grand Hotel Aminta is one of the largest hotels in Sorrento, set on a hill overlooking the Gulf of Naples with a commanding view of the city. Today, my brother and I divide management of the hotel’s operations. I’m focused on the Sales, Marketing and Guest Registration aspects of the business.

Can you provide more details on the seasonality and customer demand for the Aminta?

The Aminta is one of the only hotels in the area that’s open year-round, but it’s really a summer resort. Busy season is April to October, and low season is November to mid-March — with the exception of New Years’, thanks to the amazing fireworks display here in Sorrento.

Today, the vast majority of our customers come from the United Kingdom. We also work with a lot of Americans and Canadians.

You’ve been marketing your hotel online for many years. Can you tell us more about your strategy and how it’s evolved over time?

I’ve always been very interested in digital marketing — it’s not only my job, but also my hobby and passion. We were the first property in Sorrento to launch a website back in 1995, and the hotel has always done well in organic search. As others have started to move online, we’ve tried different things to maintain our competitive advantage like advertising with search engines and OTAs.

We quickly found that it’s quite hard to reach our target customers with search engine ads. There’s too many competitors bidding on top keywords and it’s really hard to be ranked first. However, TripAdvisor’s often among the top organic search results for those terms. Plus, guests often tell us that they actually found us on TripAdvisor. So, we evolved our strategy to be very focused on marketing on that site.

Can you say more about the searching behavior of your guests?

Sure, so we were bidding on search terms like “Sorrento Hotel with Pool.” Guests today tell us they usually do an initial query on a search engine for a term like “Sorrento Hotels,” but then there are just too many search results that are difficult to sort through. They quickly find TripAdvisor and use the site to do more specific research to find a property that meets their needs. Effectively, TripAdvisor becomes the search engine that’s used within a destination that guests use to find hotels, restaurants, etc.

What’s your strategy for working with TripAdvisor, specifically?

TripAdvisor is currently our most effective marketing tool. For example, with the new Sponsored Placements, the Aminta can appear above search results for Sorrento. That’s been so important for us. The ad drives traffic to us and people are able to contact us directly via our Business Advantage links. I’ve found it’s saving me commission costs because people are contacting us directly or booking on our website.

How has Sponsored Placements performed for you?

We’ve been very happy with the product. We continue to test it, but so far we’ve seen a 20% increase in direct bookings in 40 days. The tool is fantastic, is really easy to use, and the cost is minimal relative to the return on investment we’re seeing. Customers from this channel also seem to be quite valuable — they’re booking longer stays and above average room types.

What will your strategy be for using Sponsored Placements moving forward?

There are three budget options for Sponsored Placements. During the busy season - when our property is full - we’ll probably scale back to the lower budget option, but still run a campaign. It’s important to always maintain visibility for future bookings. Through the rest of the year — particularly in January and February as people start to plan for the summer — we’ll use one of the higher budget options to drive more traffic to our property.

What would you say to other hoteliers who are considering Sponsored Placements?

It’s definitely something you should try. The tool is easy to use … there are no keywords to choose or bids to set. Just choose what you want to spend on a daily basis, set it up and forget it.

Last Updated: 22 February 2018

Dubrovnik Hotel Uses TripAdvisor to Drive Visibility & Bookings

Dubrovnik Hotel Uses TripAdvisor to Drive Visibility & Bookings How Berkeley Hotel & Spa uses Sponsored Placements to stand out in a highly competitive market.

Berkeley Hotel & Spa is a 24-room, family-owned hotel in Dubrovnik, Croatia. General Manager Katarina Elez has been focused on building Berkeley’s online presence to encourage more travelers to book directly on the property’s website. Read on to learn how she’s crafted a successful online marketing strategy:

A TripAdvisor Focus

When Berkeley Hotel first opened, Elez quickly determined that she needed to focus her marketing efforts online, particularly on TripAdvisor. "We were one of the first hotels in Dubrovnik on TripAdvisor, since our opening in 2007," she explains. "We’ve always used TripAdvisor extensively, and it’s one of the best things that could have ever happened for our business."

This commitment to online marketing via TripAdvisor continues to benefit Berkeley Hotel, even today. Elez says, "We’ve been able to increase our visibility to travelers searching our destination because we’ve had a strong, consistent presence on TripAdvisor from the start. We have always been among the top 15 properties in Dubrovnik."

Maximizing Visibility to Travelers

As a small 3-star hotel in a city dominated by 5-star hotels with larger marketing budgets, Elez has to be smart with her marketing investments in order to maximize visibility.

"Our guests are coming to us from huge markets like the UK, US and Australia," says Elez. "With our budget, we’ve found it’s really difficult to use tools like AdWords to reach and influence these travelers."

Elez recently invested in an enhanced website that is closely integrated with her channel manager. This allows her to track all of her booking sources — and evaluate what’s driving them. After experimenting with various marketing tools, Elez has found success by leveraging Berkeley Hotel’s already strong presence on TripAdvisor.

Business Advantage

In January, Elez upgraded Berkeley Hotel to a Business Advantage Preferred Access subscription because she was looking for a way to increase booking referrals to her website.

"We’ve just finished a renovation and will use the Preferred Access features—like Storyboard and Favorite Photos—to show off these enhancements to travelers," Elez says.

She also uses the Special Offers feature to gauge Business Advantage’s impact on her bookings.

"We post a TripAdvisor exclusive offer and carefully track how it comes back to us. We found that people who booked through our website mention it, and it shows up on bookings from OTAs as well, so we know that travelers went to our TripAdvisor page at some stage."

Sponsored Placements

Once Business Advantage was in place, Berkeley Hotel started using TripAdvisor Sponsored Placements. Elez says, "We know TripAdvisor guests are more confident and more likely to book directly. So, our goal is to use Sponsored Placements to get more guests to book directly on our website, and increase occupancy and ADR during the high season."

Given that Dubrovnik is one of the world’s most seasonal markets, she also thought that Sponsored Placements would drive even more traffic ahead of the high season. As there’s limited demand during low season, Berkeley can’t make up for missed opportunities.

"As guests get closer to booking, they become more price sensitive. Boosting our visibility creates opportunities to influence guests to choose our 3-star property, since our prices are lower than those of the 5-star properties that dominate Dubrovnik."

The results?

"It’s definitely cost effective to pay for the Sponsored Placements clicks and have guests book directly with us," says Elez. "We like that our ad appears at the top of the list. Repetition is important, especially given the shopping patterns in our market. Even if they don’t click right now, more people will remember us as an option. Then, when they do click, they’re more likely to book."

Elez plans to continue leveraging Sponsored Placements as a key part of her online marketing strategy. "We take a long-term view on our investments. We’ll continue to track the number of clicks, website traffic and confirmed number of direct bookings from Sponsored Placements over the next six months. So far, our bookings for this season have been quite strong," says Elez.

Last Updated: 12 March 2018

A "Win-Win Situation" for Independent Hotels

A "Win-Win Situation" for Independent Hotels How one independent lodge uses TripAdvisor to increase its visibility, convert guests and create valuable relationships.

The Arbuckle Lodge is an independent hotel situated between the Black Hills and Yellowstone National Park in Gillette, Wyoming. TripAdvisor guests rave about the hotel’s Western charm and amenities.

As one of the owners of the Arbuckle Lodge, Michelle Nelson is invested in increasing the property’s visibility and building relationships with guests. Nelson says, “We work hard to deliver a great product and a great service to our guests. We’re usually the first or second ranked hotel in Gillette on TripAdvisor.”

Increasing the Arbuckle's visibility 

But competition with other large hotel chains in the area remains fierce.

“When you’re competing against large chains, it’s difficult for independent hotels like ours to get the word out”, says Michelle Nelson. “But TripAdvisor has really increased our visibility. It’s been an extremely successful tool.”

"TripAdvisor is getting bigger and bigger every day. I see more and more people relying on TripAdvisor to make their hotel experience a good and memorable one."

So, how has Nelson used TripAdvisor to build visibility? First, she worked with her staff to update the Arbuckle’s listing to include amenities, an official description and over 30 Management Photos. Then, they started using Review Express to regularly collect guest feedback – since TripAdvisor travellers love to read new reviews. The Arbuckle also makes it a priority to respond to those reviews. 

“TripAdvisor is getting bigger and bigger every day”, says Nelson, “I see more and more people relying on TripAdvisor to make their hotel experience a good and memorable one.”

Nelson also finds the quality of the content on TripAdvisor to be better:

“TripAdvisor travellers put a lot of time and effort into reviewing the hotel objectively and honestly. Most reviews are quite long and touch on several subjects. That’s very different from other sites that have reviews – they tend to only be a sentence or two long.”

Driving higher ADR and profits 

Once Nelson had built such a visible presence on TripAdvisor, she wanted to capitalise on it. When her connectivity partner, InnLink, became certified for instant booking, she signed up straight away.

According to Nelson,Once guests read our reviews on TripAdvisor and see our photos, we know they won’t want to go elsewhere. Instant booking is an easy way for them to book our hotel as they’re reading about it, right on the site.”

"The fees are fair, bookings are comparable to the big channels, and we love that it makes the booking process smooth and easy for the guest..."

The results for the Arbuckle have been strong to date. On average, instant booking reservations are up to 16% more profitable than those made through OTAs.

“The fees are fair, bookings are comparable to the big channels, and we love that it makes the booking process smooth and easy for the guest”, says Nelson. “Plus, the ADR is quite high and it’s due to the fact that travellers are booking at our regular rates.” 

She continues, “Overall, TripAdvisor does a terrific job of building that loyal customer who is looking for great experiences when they travel. As a result, we believe instant booking may take over even more of the market share in the future.”

Building the lifetime value of guests 

By providing access to guests’ information from the start, instant booking has also allowed the Arbuckle to increase the lifetime value it sees from guests.

"Overall, TripAdvisor does a terrific job of building that loyal customer who is looking for great experiences when they travel. As a result, we believe instant booking may take over even more of the market share in the future.”

“Having access to the guest information is vital to our business”, says Nelson. “It allows us to provide great customer service as well as value-added offers to guests. We’ve found that we can convert more instant booking customers into returning business travellers, which is so important in our market. It’s easier to convert guests already familiar with TripAdvisor, and develop them into the perfect clients.”

She also finds instant booking customers are more likely to complete the cycle and leave a review for the Arbuckle Lodge:

“Instant booking customers are the types of guests who are dedicated to finding the hotels that truly provide excellent service and value. That is evidenced by the reviews they write.”

In conclusion, Nelson shares: “Overall, the additional visibility for independent hotels and the seamless guest experience with instant booking, makes working with TripAdvisor a win-win situation!”

Last Updated: 15 April 2016

A Small B&B with Big Potential

A Small B&B with Big Potential The Casa di Campagna uses Review Express + Private Surveys and other TripAdvisor tools to connect with guests both online and off.

The Casa di Campagna offers a lot to charm visitors: Warm, friendly service, a rustic setting in Italy’s Tuscan countryside and restored rooms in a centuries-old farmhouse.

But when Emanuele Ciompi became general manager of the small family-owned B&B in 2014, those charms weren’t necessarily showcased online. After a decade in business, the Casa di Campagna had received only 36 TripAdvisor reviews. “It was full of potential”, Ciompi says.

Two years later, that potential is being realised. As of April 2016, the Casa di Campagna has 536 reviews, ranks No. 1 among Inns and B&Bs in the town of Sovicille and has earned a Certificate of Excellence from TripAdvisor two years in a row.

This exposure has attracted a new – and loyal – clientele. Many first-time guests “found us on TripAdvisor, stayed here, then left a review”, Ciompi explains. In 2015, 65% of new visitors returned for a second, longer stay, helping the B&B reach 83% occupancy year-round – a strong performance for a property well outside the Siena city centre.

Collecting reviews and listening to feedback

What’s the secret to this success? Two things, says Ciompi: “The quality of the service and the tools from TripAdvisor.” With these tools, “the B&B can not only sell better and more, but also increase our RevPAR and lower our cost per available room.”

One such tool is Review Express, which lets hoteliers send review request emails to recent guests. “It’s a really, really important tool that allowed us to not only grow on TripAdvisor, but in all the rankings”, explains Ciompi, who credits Review Express for 67% of their reviews.

The Casa di Campagna credits Review Express for 67% of their 500+ traveller reviews: "It's a really, really important tool." 

He and his team also use Review Express + Private Surveys to collect valuable confidential feedback. He describes the survey tool as “very easy” to use, with questions that can be adapted for different seasons. “The surveys are important because they help us learn where we can improve … even when we can’t be there in person”, says Ciompi.

For example, some guests were disappointed that they couldn’t get snacks and drinks after hours, when the B&B’s office was closed. In response, the staff began providing complimentary bottled water and refreshments in the rooms.

“Everyone who reads reviews has their own dream of a vacation, their own expectations”, Ciompi says. “It’s useful for us, through the surveys, to find out if we met those expectations. And if not, to find out how we can do better.”

Helping travellers get in touch directly

Meanwhile, Ciompi updated the Casa di Campagna’s website with more photos, information about the area and free widgets that showcase its great rating on TripAdvisor.

A subscription to Business Listings* allows the B&B to display links to its website, phone number and email directly on its TripAdvisor page, making it easier for travellers to get in touch directly. Since subscribing in March 2014, "we've definitely seen more traffic to our website", says Ciompi.

Together, these tools are helping the Casa di Campagna play to its strengths, both online and off. As Ciompi notes, “we’re not a 100-room hotel … We’re a small place, family-owned, that hosts 30 to 35 people”. Where some might see a challenge, he sees an opportunity: “That’s the perfect place to make a jewel.”

* Beginning in January 2017, Business Listings will be replaced by an exciting, new subscription product for accommodations: TripAdvisor Business Advantage. Learn more here.

Last Updated: 12 May 2016

Historic Hotel, Present-Day Success

Historic Hotel, Present-Day Success

The Windermere Hotel uses TripAdvisor tools like Review Express to reach 21st-century travellers.

Even in a city as historic as London, The Windermere Hotel stands out. The hotel’s Victorian building dates back to 1857, and the site – close to Buckingham Palace and Westminster Abbey – has provided centuries of lodging for abbots, lords and countless weary travellers.

“Our location has always been in the hospitality industry – initially as an inn, then a bed and breakfast, and now a hotel”, said Emily Hambi, Co-Owner and Chief Operations Officer. She said The Windermere attracts guests from all over the world, who are often “amazed” by the history of the hotel's surroundings.

But The Windermere Hotel doesn’t just look to the past for inspiration. This award-winning boutique hotel and independent, family-owned business also uses TripAdvisor to connect with 21st-century travellers.

“TripAdvisor is not just a place where people go to read reviews, it’s an interaction with your previous guests and a means of communication with your future guests”, said Hambi. “It’s important for hoteliers to participate in it and to really make themselves part of the community.”

A great way of capturing reviews

“Review Express is helpful, especially the automated feature. It can be so time-consuming to write a personalised email to everybody, so it’s nice to have this added help.”

– Emily  Hambi, Co-Owner, The Windermere Hotel

As of this writing, The Windermere Hotel has 489 traveller reviews and ranks 142nd out of 1,055 London hotels on TripAdvisor. Recent reviews call it “a gem of a place” and “wonderful”, among other accolades.

To make sure The Windermere keeps getting valuable feedback like this, Hambi uses Review Express to request reviews from guests after they check out. “Review Express is proving to be a great way of capturing reviews, and it has been extremely useful for us”, she said.

Hambi said that she appreciates the automated functionality of Review Express, which makes review collection effortless by automatically sending review request emails to recent guests.

“It can be so time-consuming to go and write a personalised email to everybody, so it’s nice to have added help from TripAdvisor in that respect”, she said. “There’s no chance of me turning off Review Express anytime soon.”

Instant booking on the rise

The Windermere also offers guests the option of Instant Booking on TripAdvisor. Today’s travellers are increasingly looking for one-stop convenience; a recent survey found that the majority of TripAdvisor users want one place where they can read reviews, compare prices and book.

“Through our Business Listing, it’s possible for someone to check rates and availability on our own website … But it’s also nice for guests to also have the option of booking with us while they’re on TripAdvisor”, Hambi said.

“I think it’s important to have instant booking on  TripAdvisor, especially for small properties and independent, family-run businesses such ourselves.”

– Emily  Hambi, Co-Owner, The Windermere Hotel

Although instant booking is still relatively new for The Windermere Hotel, Hambi said that they have seen increased interest over time: “It’s definitely a growing trend for us.” She explained that smaller, independent businesses like her family’s can also benefit from the exposure that comes with being bookable directly on TripAdvisor.

Together, these tools are helping The Windermere Hotel turn centuries of tradition into modern-day success – blending the best of past, present and future.

Last Updated: 30 November 2015

Harington’s Hotel: Why engaging with guests online matters

Harington’s Hotel: Why engaging with guests online matters

A Certificate of Excellence winner shares the benefits of maintaining an active presence on TripAdvisor.

Peter O’Sullivan, owner of Harington’s Hotel, puts in a lot of effort when it comes to TripAdvisor. Why? Because his boutique hotel gets so much out of it. Hear why O’Sullivan finds it so important to be active on TripAdvisor in this video (in English).

Harington’s Hotel, located in Bath, England received a 2013 Certificate of Excellence. A big contributor to that success is focusing on the guest’s experience. How dedicated to TripAdvisor are O’Sullivan and his staff? “I check it pretty much every day…even talking to different members of staff, even on their days off, they do check TripAdvisor.”

One of the independent hotel’s main priorities is writing Management Responses, because it contributes to bookings. According to O’Sullivan, the Harington’s Hotel has seen a return on their time and effort as they started responding to more reviews. In fact, a guest recently told O’Sullivan she chose Harington’s Hotel because they write Management Responses whereas similar properties do not.

Another reason the Harington’s Hotel puts so much effort into TripAdvisor is to improve the experience of guests onsite. “Feedback gives us a way to improve the service and the quality product we offer. We might think we’re doing a brilliant job, but there’s no point if guests don’t think we are.”

After all, that focus on constant improvement makes guests happier and leads to even more positive reviews. “In today’s environment, if your guests aren’t happy you’re just not going to fill your beds. It’s as simple as that.” And with such dedication to maintaining an active presence on TripAdvisor, it’s no wonder that the level of repeat bookings has increased for the Harington’s Hotel.

Last Updated: 5 March 2014

Attractions

A wild ride: Using reviews to rise to the top, part 2

A wild ride: Using reviews to rise to the top, part 2

Gardaland Park, the #1 amusement park in Italy, demonstrates that what you do with new reviews is just as important as getting them in the first place.

Missed part 1? Start there to find out how ­the award-winning Gardaland Park gets more reviews.

Maximising the value of a new review

You want more reviews. But once you get them, are you doing enough with that feedback? Here’s how Gardaland Park optimises their return on each new review, from strengthening customer relationships to making real-time improvements and more.

Showing customers they matter

Gardaland Park’s 20-person marketing team takes relationship-building so seriously that one employee is actually dedicated to responding to TripAdvisor reviews. Why? “We deeply believe in fostering one-to-one relationships with our customers. When someone writes a review, they expect a response,” says Raffaele Prati, Web and New Media Manager. He continues, “Maintaining that dialogue reinforces a personal relationship with our fans. They leave feedback, we respond, and we learn.”

When asked what’s important to include in a Management Response, Prati responded with an interesting twist worthy of one of the park’s roller coasters. “I’ll tell you what not to include: pre-written answers. You need to customise, because people can immediately spot when an answer is pre-cooked.” So the Gardaland Park employee who responds to each review has a lot to do, but the personal connection with travellers is worth every minute.

Improving the guest experience

To make sure the feedback in reviews isn’t wasted, Prati and his team share the latest with every department. “This is very serious for us, and we want to make sure travellers know we understand their feedback and actually pay attention. The report goes to all departments, and we use it to prepare next actions for operational and marketing purposes.”

During the busy season, the report is weekly, while during the slow season it’s monthly. The report highlights the most frequently mentioned issues and compliments, and categorises new reviews by rating and sentiment – positive, neutral or negative.

Reinforcing the attraction’s reputation

Marketing has changed a lot since Gardaland Park opened in 1975. These days, travellers rely on reviews when planning trips and what to do. That’s why this 2013 Travellers’ Choice winner makes sure to leverage the power of TripAdvisor, even in their offline marketing efforts.

Gardaland Park recently experimented with adding their TripAdvisor awards to their leaflets and maps. The result? Prati reveals that “featuring our TripAdvisor awards on our collateral is another powerful driver of new reviews.” Prati attributes the additional reviews to visitors being inspired by seeing the park’s connection with TripAdvisor. And thus, each reminder of the park’s reputation contributes to strengthening the attraction’s already impressive reputation on TripAdvisor.

Your turn to follow up on feedback

Visit your Management Centre to respond to your latest reviews, track your TripAdvisor performance each week and more, all for free. So even if you don’t have a 20-person marketing team like Gardaland Park and their fairy tale atmosphere, spending a little bit of time each week on your TripAdvisor presence can still lead to magical results. 

Last Updated: 26 March 2014

A wild ride: Using reviews to rise to the top, part 1

A wild ride: Using reviews to rise to the top, part 1

Gardaland Park wows visitors with fairy tale adventure. Here’s why this leading attraction’s success is no fantasy.

A pragmatic approach to fantasy

Visitors to Gardaland Park fall in love with the fairy tale atmosphere. As the park’s Web and New Media Manager, Raffaele Prati, says, “It’s a very happy world, the biggest adventure in fantasy. People can forget about everyday life.”

Yet it’s Gardaland Park’s very realistic approach to marketing that helps attract people to this fantasy land in the first place. As the #1 amusement park in Italy, Gardaland Park works hard to promote – and continually improve – the attraction’s reputation of fun and adventure for all.

Managing their digital presence

“We started using Review Express for the amusement park, and now we’re using it for our aquarium as well because we’re so happy with the results.”

About a year ago, Gardaland Park started putting serious effort into their TripAdvisor presence. Prati, who supervises the park’s digital channels, was inspired by how important TripAdvisor is for travellers. “We had a property page before that, but it wasn’t monitored. Now with TripAdvisor we can get and respond to guest feedback to make the customer experience the best it can be.”  

Gardaland Park’s increased attention to their TripAdvisor presence centered on several key goals. In this article, we’ll cover the always popular mission to get more reviews. And in part two, we’ll focus on how this leading attraction leverages reviews to strengthen customer relationships, improve the guest experience and reinforce the park’s reputation.

Here’s how Gardaland Park is collecting more reviews, with some help from TripAdvisor.

Getting 95 reviews with minimal effort

As Prati points out with his years of digital marketing experience, “TripAdvisor is a very important tool for travellers to leave feedback and help other travellers.” That traveller-centric view has helped Gardaland Park accrue over 3,400 reviews. 

And this Travellers’ Choice winner is well on their way to more reviews. Even though the Gardaland Park is currently in the slow season, they’ve managed to collect 95 reviews using the free Review Express tool. Each month, Gardaland Park uses it to send a review request email to the new email addresses in their database.

Thanks to just a few minutes of work each month with Review Express, Gardaland Park is seeing good click through and response rates. Prati points out that, “We started using Review Express for the amusement park, and now we’re using it for our aquarium as well because we’re so happy with the results. I’d absolutely recommend it.”

Winning with widgets

Gardaland Park has also been collecting reviews by using TripAdvisor widgets on their popular website, which gets 6 million visits a year. The homepage widget links to a TripAdvisor review form on a separate page of gardaland.it. So far, the widget has led to 10,000 visits to the review form, which reassures travellers with the Gardaland branding and wins them over with an easy way to write a review of their recent visit.

Gardaland Park has also included a similar widget in their e-newsletter, which goes to 230,000 subscribers. “With these two widgets, we’ve dramatically increased our number of reviews.” How dramatic? Reviews are up by over 20%.

Going beyond just collecting reviews

Encouraging more reviews is powerful, yet part of Gardaland Park’s magic is all the things they do after getting a new review.

Continue reading part 2 to see how Gardaland Park uses reviews to strengthen customer relationships, improve guest experience and reinforce their online reputation.

 

Last Updated: 26 March 2014

Getting personal at a top attraction in Jamaica

Getting personal at a top attraction in Jamaica Personalised Management Responses help this leading Montego Bay shopping destination get more than 90% of their visitors from TripAdvisor.

You step out of a colourful van painted with beautiful flowers. You’re greeted by smiling staff, a soft breeze and a panoramic view of Montego Bay. A welcome like this makes it easy to feel at peace. The only hard part is: Do you visit the amazing art gallery or the serene garden first?

That’s the dilemma visitors to Ahhh…Ras Natango Gallery and Garden face every day. This top shopping attraction in Montego Bay is going places – all because visitors want to stay right where they are. Co-owner Tamika Williams jokes that, “We might need to add a bouncer because guests don’t want to leave. One recent guest even asked if he could pitch a tent in the garden to stay overnight.”

While Williams had to tell him no, travellers to Jamaica are saying yes. In fact, guests fall in love with Ahhh…Ras Natango Gallery and Garden at first sight. It turns out, the Ahhh… part of the attraction’s name comes from guests exhaling when they arrive because they finally feel like they can relax. And more and more travellers to Jamaica are finding out about Ras’ beautiful artwork, Tamika’s peaceful garden and how friendly and laidback the staff are.

Williams is more than willing to share the secret to their success. “When we started in 2010, we didn’t have money to do big marketing campaigns. My husband Ras suggested we focus on TripAdvisor because our guests were leaving us great reviews in our guestbook here at Ahhh.” The result? Now more than 90% of the property’s clientele comes directly from TripAdvisor. “Either travellers e-mail us from our TripAdvisor property page or they call when they’re in Jamaica and say that they found us on TripAdvisor.”

As Ahhh…Ras Natango Gallery and Garden continues to grow with 11 employees so far, Williams and her staff still make the time to focus on providing personal service to each visitor. Like many other people running a small hospitality business, Williams handles a variety of tasks. “I’m part owner, secretary, operator, gardener, TripAdvisor marketer, recipe creator – and the magic of Ahhh,” she says with a laugh. Part of that magic? Writing personalised and prompt Management Responses to each review on TripAdvisor.

In fact, Williams has responded to every single TripAdvisor review for Ahhh…Ras Natango Gallery and Garden. While her husband and co-owner Ras himself focuses mainly on creating magic with paint on canvas, William’s artistry is displayed in each thoughtful and warm response to a review from a recent visitor. Responding is so important to her that she writes a reply right away when she sees a new review, no matter where she is. Her reasoning? “People have choices, they can go anywhere and they choose to come here. So I show appreciation for that. If someone takes the time to go home and write a review, I have the time to respond and thank them.”

Here’s an excerpt of a response from Williams to a guest who mentioned loving the food she serves onsite:

“Your group has inspired me to cook with more passion than ever if that's possible. I spend more time in the kitchen now and pay attention to every detail. I have a few extra pounds to prove I taste everything. I look forward to staying in touch with all of you. When next you visit it will be even better.”

Williams also understands the value of word of mouth. Many of her visitors mention they chose Ahhh…Ras Natango Gallery and Garden specifically because they see all the Management Responses. “It gives travellers a chance to see who they’re dealing with,” says Williams. “Then they come here, fall in love and tell their friends, too.”

Of course, it helps that authenticity is everywhere at Ahhh…Ras Natango Gallery and Garden. All of the artwork is from self-taught artist Ras Natango, his son Ayale and other local artists. The delicious food served is what you’d find on a local family’s table at home. And the passion and friendliness from the staff is sincere: “No tourist comes here and feels like a tourist. They get an authentic experience and learn about Jamaican culture and cuisine. This is more than a place to shop – this is the feel of Jamaica.”

Last Updated: 16 January 2014

Review Express delivers 54% of reviews in just ten minutes each week

Review Express delivers 54% of reviews in just ten minutes each week

How BREW-ed Brewery & History Walking Tours easily collects reviews with Review Express.

“I knew I needed to get the word out”

With seven years of experience as a bartender and brewery assistant, Cliff Mori can appreciate the weeks it takes to brew beer. But now that he runs BREW-ed Brewery & History Walking Tours, Mori doesn’t have that kind of time to wait for new reviews of his brewery tour company.

As Mori explains, “I knew I needed to get the word out, but I was totally new to marketing. I started out by asking people to write a review when they got home.” Unfortunately, people had a little trouble remembering to write a review after a weekend of drinking and merriment in picturesque Asheville, North Carolina.

So, Mori decided to try something new: Review Express, the free tool from TripAdvisor that makes it easy to request a review.

“Now I’m in the top 3”

Since trying Review Express, Mori couldn’t be happier with the results:

Review Express delivers more than half of his reviews,
Those reviews contribute to TripAdvisor referring 20% of his customers,
And using Review Express takes him less than 10 minutes a week.

As a result of these new reviews coming in, BREW-ed Brewery & History Walking Tours has become more popular on TripAdvisor. “I saw my ranking move up as people talked about having a great time on tour. In a few months, I went from the bottom to the top 15. Now, I’m in the top 3 things to do in Asheville.”

Due to that increased ranking and visibility, TripAdvisor is one of BREW-ed Brewery & History Walking Tours’ top sources for referrals. If you ask Mori, “That kind of exposure with no monetary expense and little time spent – it’s a great return.”

Like many small business owners, Mori is short on time. “I’m a one-man show, I do everything myself,” he says. So it’s a good thing that, “Review Express makes it so easy – less than 10 minutes a week. My ticketing software collects e-mail addresses, so on Monday mornings I just upload a list and send the review request.”

“TripAdvisor is a great way to get noticed”

The success of BREW-ed Brewery & History Walking Tours makes Mori eager to share more than beer knowledge. Here are his tips for getting the most out of your TripAdvisor efforts.

Engage your audience
“TripAdvisor is a great way to get noticed by travellers looking for things to do in your city. It’s easy to get started. If I do a good job and ask people to share feedback, I do well. It feels genuine and rewarding.”

Stay active and informed
“I check the site 3 or 4 times a day to see if I have new reviews and to check what the competition is doing. I always want to know what my ranking is.”

Work smarter, not harder
“I like that the Review Express template is reusable and you can customise it to make it more personal. It initially took me 15 or 20 minutes and it’s ready to go every time after that. I don’t have to look at it again.”

Leverage your reputation
“I added TripAdvisor widgets to my website because people believe in TripAdvisor ratings. I have such positive feedback, and it’s an easy way to share that with people. They have so many options, and this gives them confidence because they think, ‘85 other people had an awesome time, I could be 86.’”

Last Updated: 1 December 2014

How Wego Walking Tours tops Paris activity rankings

How Wego Walking Tours tops Paris activity rankings

How Wego Walking Tours of Paris combines exemplary service and reviews to top the list of activities in Paris.

A quick scan of Wego Walking Tours reviews prove why this activity has had so much success on TripAdvisor. The property has collected over 750 reviews and 99% of them are excellent. And with traveller quotes like “No need to search elsewhere, just book this tour” and “Do not leave Paris without going to this tour”, it’s hard to not be convinced.
 
So, how has Wego Walking Tours been so successful? We recently spoke to owner Paul Bidault to find out.

Know your customer

Wego Walking’s customers come from all over the world, including the US, UK, Australia and Canada. Bidault believes travellers are attracted to Wego Walking because they can see positive reviews on sites like TripAdvisor and in travel magazines or guides:
 
“People are looking for a place they can trust, where they know they’re going to be treated well, like family or friends. When an important travel magazine or the TripAdvisor traveller community says a place is good, that helps. That confirmation is what influences them.”
 
"I find Review Express to be very convenient. It’s a good way to keep in touch with people. It’s a quicker and easier way to get more reviews online." - Paul Bidault, Owner of Wego Walking Tours
Once travellers arrive, Bidault goes above and beyond to deliver a great customer experience. “We’re a walking tour company that provides free, English-speaking tours in Paris. But I call them edutainment walks – they’re highly educational and entertaining,” he says.
 

Review after review mentions Bidault’s energetic presentation style as well as his unique knowledge and local recommendations. Travellers also advise that guests are encouraged to tip based on the quality of their experience. Bidault believes this business model guarantees guides are always motivated to do their best. This also provides travellers the most “bang for their buck” – something that’s very important when there are a lot of tours to choose from.

Ask for feedback every day
So, how does Bidault translate an exemplary custom experience into TripAdvisor success? He says, “On a daily basis, every customer gets an e-mail from us through Review Express. Once the tour is over, we send e-mails to each and every one of the customers to make sure that they get a chance to review us online.”
 
Bidault estimates that Wego Walking receives 20–25% more reviews from Review Express over previous review collection methods (including sending their own e-mails and reminding guests at the end of tours). “Review Express is a way to get people more engaged with TripAdvisor, especially first time users who may have read about us but haven’t written any reviews,” he says. “It’s a good way to get them active on the website.”
 
Overall, Bidault believes Review Express has helped his company remain the top ranked tour company in Paris. He says, “It plays its role in making sure that we get a steady stream of online reviews.” But he doesn’t stop there.
 
Bidault reads every review and uses the feedback to enhance the customer experience that he provides. This ultimately leads to more happy customers, more positive reviews and continued success for Wego Walking. 
 
Last Updated: 8 December 2014

Top TripAdvisor tips from a leading attraction

Top TripAdvisor tips from a leading attraction The Ahhh…Ras Natango Gallery and Garden is the top shopping destination in Montego Bay, Jamaica. Here’s how they’re making the most of their presence on TripAdvisor.

A vibrant art gallery, a lush garden and a stunning view of Montego Bay in sunny Jamaica. Yet one of Ahhh…Ras Natango Gallery and Garden’s most compelling features is its TripAdvisor property page.

After all, Ahhh…Ras Natango Gallery and Garden’s presence on TripAdvisor drives more than 90% of their business. And as a TripAdvisor Certificate of Excellence winner for 2013, this increasingly popular attraction plans to continue expanding its offerings.

Co-owner Tamika Williams is so happy with the results she’s seen that she says, “TripAdvisor is the cherry on top of the cake.” Luckily, she’s happy to share her secrets for attracting new visitors from the world’s largest travel site.

Getting more reviews

Add the TripAdvisor logo to take-home items: Williams added the TripAdvisor logo to their brochure. Why? Because they give one to every visitor, and it’s a great reminder to write a review. “TripAdvisor is trusted the world over. Sometimes visitors forget to write a review when they go home, but then they look at the brochure and it prompts them to write that review.”

Try Review Express: Williams noticed Review Express in the Management Centre and tried it out with some recent guests who hadn’t written a review yet. “I like that I have the option to write my own note, and the pre-written option is so easy! I just added the e-mail addresses and hit send.” Another thing she likes is that she knows it will grab the attention of her guests. “When people see an e-mail from TripAdvisor, they open it immediately.”

Responding to reviews

Show you appreciate their effort: No one has to write a review – they do it on their own time. That’s why Williams always makes sure to include a thank you in her Management Responses. She also personalises each response to help guests feel like their contribution is extra appreciated.

Personalise each reply: Williams suggests doing this whenever possible to build a stronger connection with the reviewer, and to help impress prospective visitors researching your property on TripAdvisor. “It’s not just about responding – it’s about making each one unique based on each review’s comments and the guest’s individual experience. One visitor came back a second day just to work in the garden, so I mentioned that when responding to her review.”

Let them know you value feedback: While Ahhh…Ras Natango Gallery and Garden has received all positive reviews so far, Williams points out, “I know what I’d say if we ever got a negative review. I’d apologise and show them I appreciate their feedback, too. It’s about getting them to come back.” With negative reviews, it’s important to address the traveller's experience and show you’ll do whatever you can to avoid it happening again.

Promoting your TripAdvisor popularity

Include a widget on your website: Ahhh…Ras Natango Gallery and Garden is getting ready to launch their new website, and one thing they’re prioritising is a TripAdvisor widget. Adding one to your website is easy, and you can choose from widgets that display your TripAdvisor rating, recent reviews and other influential options that show travellers you’re a great choice.

Put your stickers somewhere prominent: Using your TripAdvisor stickers wisely can help inspire confidence in visitors and potential visitors. As Williams says, “The TripAdvisor logo is a sign of trust. That’s why we have one TripAdvisor sticker in our art gallery and another on our shuttle van.” Add your stickers where people can easily see them, such as on your door or by the till.

Improving your attraction with guest feedback

Pay attention to reviews:  No matter where she is, Williams immediately reads new reviews when she gets a notification from TripAdvisor. Suggestions in reviews help show her where improvements can be made, and themes in positive reviews help point out strengths you can leverage in marketing and operations.

Listen to guests when they’re onsite: Sometimes it’s a little thing, like adding in a railing here or there. Other times, it leads to bigger improvements. By visitor request, Ahhh…Ras Natango Gallery and Garden now offers traditional Jamaican cuisine featuring local ingredients, and this new addition wins over many travellers. “One visitor pointed out we feature great local produce in our salads but served shop-bought dressings. Now we make our own, and a chef who visited recently poured an entire bottle of our dressing on his salad!”

Conclusion

Ahhh…Ras Natango Gallery and Garden is a growing small business, and TripAdvisor has been an influential part of their continued success. So whether you run an attraction, accommodation or restaurant, try these tips to help you get even better results with your TripAdvisor presence. Soon, you just might have your own TripAdvisor best practices to share!

Last Updated: 20 January 2014