TripAdvisor the world’s largest travel website has launched a series of Master Class events designed to assist hospitality managers thrive while providing methods to drive more direct bookings.

Speaking to E-Travel Blackboard, TripAdvisor Head of Industry Brian Payea said conducting Master Classes was just one of the ways that the company communicates with the hoteliers to ensure that they are aware of all the tools available to them.

Mr Payea said The Management Centre serves as the hub for hoteliers to communicate with TripAdvisor and offers free access to videos, how to guides and tips, while providing hoteliers with strategies for engaging with travellers.

Additionally, it also has engagement stations set up where people are given the opportunity to ask specific questions.

“The Master Class is really focused on making sure that hoteliers are aware and unlocking the resources available to optimize their presence on TripAdvisor,” Mr Payea said.

“It also covers how to figure out what’s important to the travellers, responding to reviews and how to stay on top of all the changes and developments.”

The Master Class series is being launched in key markets including Southeast Asia, Australia, New Zealand, India and China.

The free Sydney Master Class is being held today, followed by Melbourne on Thursday, 23 February 2012 with more classes expected for later in the year for Queensland and Perth.

Mr Payea explains it doesn’t matter what channel people are choosing to make a transaction they are going to look at reviews at some point in the shopping process.

“It doesn’t matter if your calling on the phone, booking online or through a travel agent people confirm or research at some point in that process with reviews, so you want to make sure your engaged with that audience and of course aware of what is being said,” Mr Payea said.

Mr Payea said that although 72 percent of reviews are positive there are still the occasional negative reviews which you want to know about and quickly respond to or contact TripAdvisor if you believe the review should be removed.

He added that this is when the management centre can assist to ensure the hotelier is effectively managing the situation.

“The whole reason TripAdvisor has become the biggest travel site in the world is because people want to reassured that people are making the right decision.”

“People want to find the right property for them and make sure that if there is a situation they want to know the hotel will deal with it. How the hotelier respond to the issue is key to how the consumer responds to booking that property,” Mr Payea added.

TripAdvisor boasts more than 50 million unique monthly visitors and over 60 million reviews and opinions. The site operates in 30 countries covering 550,000 accommodations plus has 30 different domains in 21 languages.