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  1. Production & Strategy
  2. Programming & Entertainment

TripAdvisor Targets Hoteliers With International Education Series

D. Channing Muller
November 10, 2011

TripAdvisor for Business, the business-to-business unit of the travel and hospitality Web site, stopped at the Hotel Palomar in Washington yesterday for the 20th installment of its worldwide Master Class education series, which launched last November in New York City. The company created the one-day education events to provide hoteliers with tips and support on maximizing their property’s exposure to attract customers.

“Brian Payea, our head of industry relations, has been with us for many years, attending industry events and hosting webinars for hoteliers,” said brand marketing specialist Meghan McMahon. “These [classes] are a response to what we were hearing at those events, which was that hoteliers and businesses want more direct contact with TripAdvisor, and we thought this was a great way to get them that face time.”

The classes have been executed in cities around the country, such as Las Vegas, Dallas, Chicago, and Miami, as well as in Latin America and nine cities in Europe and Asia. “We try to target the top hospitality regions where there is a large amount of hospitality business and tourists are looking to go,” McMahon said.

Coordinated by the Michael Alan Group, the day included mirrored three-hour morning and afternoon sessions for about 125 people with presentations from hospitality experts Payea, hotel consultant and author Daniel Craig, TripAdvisor business development manager V.J. Kelley, and Michael Hayward, C.E.O. of web analytics consulting firm R.O.I. Labs. TripAdvisor hosted a special luncheon for speakers, event staffers, sponsor DestinationDC’s representatives, and media in attendance between the two sessions.

Coordinators also created a TripAdvisor Engagement Station for attendees to utilize during the 15-minute breaks between speakers during each session. The area included three activities: the Management Center, where they could check out the newest features of the site’s publishing and tracking tool; Help Desk to ask questions about their company’s TripAdvisor listing; and TripAdvisor Trivia to test their knowledge about the site.

E21809sa
Photo: Courtesy of the Michael Alan Group
TripAdvisor's mascot Ollie the Owl traveled to each of the cities, like Chicago (pictured), to interact with attendees.
TripAdvisor's mascot Ollie the Owl traveled to each of the cities, like Chicago (pictured), to interact with attendees.
Photo: Courtesy of the Michael Alan Group
TripAdvisor for Business experts answered questions about business listings and managing online profiles at the Help Desk.
TripAdvisor for Business experts answered questions about business listings and managing online profiles at the Help Desk.
Photo: Courtesy of the Michael Alan Group
Held at the Hotel Palomar in August, the Chicago leg of the event had attendees participate in live tutorials of the new management center in its dedicated Engagement Station during the breakout sessions.
Held at the Hotel Palomar in August, the Chicago leg of the event had attendees participate in live tutorials of the new management center in its dedicated Engagement Station during the breakout sessions.
Photo: Courtesy of the Michael Alan Group
The venue for each city provided a buffet table of fruit, vegetables, and pastries in the breakout rooms. The Montreal event (pictured) took place at Hotel Le Crystal.
The venue for each city provided a buffet table of fruit, vegetables, and pastries in the breakout rooms. The Montreal event (pictured) took place at Hotel Le Crystal.
Photo: Courtesy of the Michael Alan Group
The TripAdvisor Trivia box quizzed attendees on facts about the Web site that are revealed during the presentations. The winners received a prize at the end of each session. The San Diego event (pictured) took place at the U.S. Grant Hotel.
The TripAdvisor Trivia box quizzed attendees on facts about the Web site that are revealed during the presentations. The winners received a prize at the end of each session. The San Diego event (pictured) took place at the U.S. Grant Hotel.
Photo: Courtesy of the Michael Alan Group
The welcome packets included branded luggage tags in the company's signature green. The New York event (pictured) took place at the Westin Times Square.
The welcome packets included branded luggage tags in the company's signature green. The New York event (pictured) took place at the Westin Times Square.
Photo: Courtesy of the Michael Alan Group
Each city attracted about 125 to 150 people. The Washington event (pictured) was held at the Hotel Palomar.
Each city attracted about 125 to 150 people. The Washington event (pictured) was held at the Hotel Palomar.
Photo: Courtesy of the Michael Alan Group
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