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Hsmai reiselivsdagen 2011 presentasjon trip advisor
 

Hsmai reiselivsdagen 2011 presentasjon trip advisor

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    Hsmai reiselivsdagen 2011 presentasjon trip advisor Hsmai reiselivsdagen 2011 presentasjon trip advisor Presentation Transcript

    • The world’s largest travel site50 Million Reasons to Get InvolvedHarnessing the power of social media to transform the future of travel planningPresented byKaren PlumbCommercial Director EMEA, Business Listings
    • The world’s largest travel siteOpportunity knocks…“Travel review Web sites and hotel reviewson online travel agencies (OTAs) areamong the most influential forces mostfrequently cited by travelers whenshopping.” -PhoCusWright, Social Media in Travel, June 2010 2
    • The world’s largest travel site…and it’s still growing“Planning and review sites are still on therise… Despite widespread stagnancy evenamong non-transactional websites,planning and reviews websites bucked thetrend by attracting more visitors in 2010.” -PhoCusWright, Online Traffic and Conversion Report 2nd ed., February 2011 3
    • The world’s largest travel site
    • The world’s largest travel siteWhat are the best thing about internet traveldevelopments in the past decade? •Online check-in - 26% •Candid traveller reviews – 16% •Increased options for online travel bookings – 16%TripAdvisor Survey - 2011 5
    • The world’s largest travel siteHow important are user reviews to you whendetermining which hotel to stay at? 3% 16% Not important (1-3) Neutral (4-6) Important (7-10) 81% A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 6
    • The world’s largest travel siteI won’t book a property unless it has reviews. 21% 49% Disagree (1-3) Neutral (4-6) Agree (7-10) 30% A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 7
    • The world’s largest travel site 8
    • The world’s largest travel siteTo help travelersaround the worldplan and have the perfect trip
    • The world’s largest travel siteBusiness Components
    • The world’s largest travel siteWorld’s largest travel site with 50M+ unique users amonth North EuropeMillion UU’s America 19.2m 16m Middle East & APAC Africa 10.2m LATAM 2.6m 3mSource: Comscore, August 2011
    • The world’s largest travel siteWorld’s largest travel site• 50 million unique monthly visitors worldwide and 20 million members• 50 million unbiased reviews and opinions of hotels, restaurants, and attractions worldwide• 1 million+ hotels, restaurants and attractions reviewed in over 90,000 destinations• Over 7 million traveller photos• 25 new pieces of content posted a minute• Published on ALL 30 TripAdvisor domains in 21 different languages 12
    • The world’s largest travel siteReach Potential Guests Worldwide America www.tripadvisor.com Italy www.tripadvisor.it Argentina www.tripadvisor.com.ar Japan www.tripadvisor.jp Australia www.tripadvisor.com.au Korea www.tripadvisor.co.kr Brasil www.tripadvisor.com.br Malaysia www.tripadvisor.com.my Canada www.tripadvisor.ca Mexico www.tripadvisor.com.mx China www.daodao.com Norway no.tripadvisor.com Denmark www.tripadvisor.dk Poland pl.tripadvisor.com Egypt www.tripadvisor.com.eg Russia www.tripadvisor.ru France www.tripadvisor.fr Singapore www.tripadvisor.com.sg Germany www.tripadvisor.de Spain www.tripadvisor.es Greece www.tripadvisor.com.gr Sweden www.tripadvisor.se Holland nl.tripadvisor.com Taiwan www.tripadvisor.tw India www.tripadvisor.in Thailand th.tripadvisor.com Indonesia www.tripadvisor.co.id Turkey www.tripadvisor.com.tr Ireland www.tripadvisor.ie UK www.tripadvisor.co.uk
    • The world’s largest travel site 14
    • The world’s largest travel site“ Travelers are now using social media and mobile in every phase of trip planning…. No longer trends for the future, social media and mobile are taking center stage in marketing, customer “ service, and distribution. -PhoCusWright, U.S. Online Travel Overview, November 2010
    • The world’s largest travel siteThe wisdom of friends: Inspiration 16
    • The world’s largest travel siteHotel & travel search on the go 17
    • The world’s largest travel site
    • The world’s largest travel siteTripAdvisor reviews are largely positive 45% Average score is 3.90 Percentage of all ratings, October 2010 27% 9% 11% 8% 1 2 3 4 5 19
    • The world’s largest travel sitePeople want to listen to like minded travellers 20
    • The world’s largest travel siteTaking a closer look at a listing 21
    • The world’s largest travel siteManagement Centre 22
    • The world’s largest travel site 23
    • The world’s largest travel siteHow to encourage reviews 24
    • The world’s largest travel siteGet notified of new reviews 25
    • The world’s largest travel siteYour description: An opportunity to differentiate 26
    • The world’s largest travel site Photos & video – the more, the betterPrimaryphoto 27
    • The world’s largest travel site Performance trackingBenchmarkagainst localcompetition 28
    • The world’s largest travel siteManagement Responses 29
    • The world’s largest travel siteA management response to A management responsea bad review reassures me. to a good review makes me think highly of the hotel. 2% 2% 19% 20% Disagree (1-3) Disagree (1-3) Neutral (4-6) Neutral (4-6) Agree (7-10) Agree (7-10) 79% 78% A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 30
    • The world’s largest travel siteIf I was considering two comparable properties, thepresence of management responses on one wouldsway me in its favor. 4% 28% Disagree (1-3) Neutral (4-6) 68% Agree (7-10) A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 31
    • The world’s largest travel siteHotels right of reply
    • The world’s largest travel siteBut not this way… “People that lack taste and a life of their own should try to venture out into the real world instead of hiding behind a computer spewing meaningless factless verbiage.”“Prove the date of your stay becausesuch an incident has never been recordedin the archives of our Hotel. We regret thatsome customers spoil the time by writingnegative comments for Hotels.” 33
    • The world’s largest travel siteAn aggressive management response to a badreview makes the hotel look worse. 11% Disagree (1-3) 29% Neutral (4-6) 60% Agree (7-10) A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 34
    • The world’s largest travel site
    • The world’s largest travel siteGet TripAdvisor to work for you: 36
    • The world’s largest travel siteUse our tools to promote your property’s ranking 37
    • The world’s largest travel siteWhat is a Business Listing? 38
    • The world’s largest travel siteSpecial Offers – Your chance to rise to the top
    • The world’s largest travel siteThree Powerful Forces Transforming Travel Content Social MobileReal Opinions Friend Graph Always AvailableRecent Sharing Location BasedRelevant to you Consumption Socially Aware
    • The world’s largest travel siteHow can we help?• Phone − +44 203 318 5019• URL − www.no.tripadvisor.com/Owners 41