TripAdviser insightshow mobile users are changing the travel industryRory KennyDirector Mobile Partnerships EMEArkenny@tri...
2World’s largest travel siteHelp travelers around the worldplan and have the perfect trip
3
421languages31Mappdownloads80City Guidecities45M*monthlyuniques* Average monthly unique users on mobile devices for Q4 201...
72%18-34 year olds plan to use smartphonewhen they travelSources: MDG, Nielsen May 2012+116%growth of travel apps usage
Mobile travel planning55%research destinationinformation50%check hotelinformation73%make mobile travelpurchases based on p...
50%travellers check flight status30%Check in to a flightSources: MDG, Nielsen May 2012Transforming the flight experience
94%research local things to doSources: Greystripe, MDG, Our Mobile PlanetHuge in-destination use case80%look for direction...
85%take travel photos76%post photos to social mediaCapture & share emotions from your smartphoneSources: MediaBistro 2012
Tip # 1 Follow your customer Unstoppable trends Solve problems Launch then fix Invest in the future Claim mobile spa...
 Faster Better user experience Customer love More pageviews / repeat visits Strong brand loyalty Stronger monetisati...
 80 City Guides in your pocket! Fully native Offline maps – FAST! No roaming charge Point Me There compass Curated c...
Inspirational browsingBig planning & transactionsDesktop behaviour shifting to tablet15% total revenues from tablet Table...
Huge growth / many opportunitiesSo many platformsDavid vs. Goliath situations ariseWhat is the end-game? Many forks in th...
Travel inbound +outbound is worth60B $*18% of transactionsare made online300KMU2.4MMU2010 2013Explosive Russian Market!!!S...
The future of mobile
Expansion via tech, talent, productAcquisitions H1 2013 JSON API OPERATORS OEM AUTOMOTIVE PRODUCTENHANCEMENT HOTEL M...
Tip # 1Follow your customerTip # 2Web & app bothhave theirpurposesTip # 3Surprise & delightTip # 4Tablet isimmersiveTip # ...
спасибо
2030countries21languages75non-UStraffic%2001 201120052006200820092010
21More than 100 million travel reviews andopinions from travelers around the world250,000+attractions680,000+hotels1,000,0...
2201020304050607080TripAdvisorReviews&Opinions(Millions)100M+reviews& opinions60+contributionsper minute200M+average month...
23(1) Average comScore Media Metrix for TripAdvisor Sites, Worldwide, January 2013(2) TripAdvisor log files, December 31, ...
24(1) Average comScore Media Metrix for TripAdvisor Sites, Worldwide, January 2013(2) TripAdvisor log files, December 31, ...
25(1) Average comScore Media Metrix for TripAdvisor Sites, Worldwide, January 2013(2) TripAdvisor log files, December 31, ...
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Mblt 2013 v5

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  • TripAdvisor and Microsoft: Perfect togetherTravel passion enabled for the whole travel cycle
  • What does mobile mean for your business?What are the most impactful featuresget known for great / useful features
  • What does mobile mean for your business?What are the most impactful featuresget known for great / useful features
  • What does mobile mean for your business?What are the most impactful featuresget known for great / useful features
  • What does mobile mean for your business?What are the most impactful featuresget known for great / useful features
  • What does mobile mean for your business?What are the most impactful featuresget known for great / useful features
  • Low discoverability$$$ Multi platform
  • People get excited by an amazing tablet experienceIt drives strong loyaltyCustomer Lifetime Value
  • Huge growth / many opportunities which way to go?So many platformsRequires some hard decisionsexperimentationDavid vs Goliath situations ariseThere is always a winning angleLocal flavour / Cultural twistInternationalisation = localisation
  • Exciting / dynamic marketLots of tech talent / innovation% growth in TripAdvisor traffic% adoption of smartphonesLocal twistRegional brands with big strengthPartnership approachInternational strategy:Make friends!Partner with the best playersCollect local contentInvest in marketingCompete with local brands
  • Android platform is improving quicklyAndroid devices now match iphone in qualityiphone audience monetises betteriphone audience use more apps / higher engagementGoogle Glass & Wearable technologySamsung unofficially is AndroidBig market changes comingRise of chinese manufacturersFacebook Home vs. Apple’s response?
  • Transcript of "Mblt 2013 v5"

    1. 1. TripAdviser insightshow mobile users are changing the travel industryRory KennyDirector Mobile Partnerships EMEArkenny@tripadvisor.com
    2. 2. 2World’s largest travel siteHelp travelers around the worldplan and have the perfect trip
    3. 3. 3
    4. 4. 421languages31Mappdownloads80City Guidecities45M*monthlyuniques* Average monthly unique users on mobile devices for Q4 2012, according to TripAdvisor log files
    5. 5. 72%18-34 year olds plan to use smartphonewhen they travelSources: MDG, Nielsen May 2012+116%growth of travel apps usage
    6. 6. Mobile travel planning55%research destinationinformation50%check hotelinformation73%make mobile travelpurchases based on pricediscountsSources: Greystripe, MDG, Nielsen May 2012
    7. 7. 50%travellers check flight status30%Check in to a flightSources: MDG, Nielsen May 2012Transforming the flight experience
    8. 8. 94%research local things to doSources: Greystripe, MDG, Our Mobile PlanetHuge in-destination use case80%look for directions on maps75%checking for restaurants
    9. 9. 85%take travel photos76%post photos to social mediaCapture & share emotions from your smartphoneSources: MediaBistro 2012
    10. 10. Tip # 1 Follow your customer Unstoppable trends Solve problems Launch then fix Invest in the future Claim mobile spaceWe evolve our products based on traveller usage
    11. 11.  Faster Better user experience Customer love More pageviews / repeat visits Strong brand loyalty Stronger monetisation Web drives discovery Apps drive usage Apps drive revenues Can you afford both?Native still wins over mobile HTML / Web81%time spent in apps instead of the mobile web.Sources: Nielsen study 2012Tip # 2
    12. 12.  80 City Guides in your pocket! Fully native Offline maps – FAST! No roaming charge Point Me There compass Curated city tours Create a wonderful product Surprise & Delight Solves problemsTripAdvisor city guide case studyTip # 3
    13. 13. Inspirational browsingBig planning & transactionsDesktop behaviour shifting to tablet15% total revenues from tablet Tablet use case isdifferent to mobile Tablet native is best Gesture driven Believe & buy moreTablet is the new desktopSources: TripAdvisor 2013Tip # 4
    14. 14. Huge growth / many opportunitiesSo many platformsDavid vs. Goliath situations ariseWhat is the end-game? Many forks in the road Many contradictory situations Make all the right tough decisions Take a leap!Which way to go is the biggest challengeTip # 5
    15. 15. Travel inbound +outbound is worth60B $*18% of transactionsare made online300KMU2.4MMU2010 2013Explosive Russian Market!!!Sources: * OKTOGO / Tnooz 2012; Comscore 2013
    16. 16. The future of mobile
    17. 17. Expansion via tech, talent, productAcquisitions H1 2013 JSON API OPERATORS OEM AUTOMOTIVE PRODUCTENHANCEMENT HOTEL META LOCALISATIONGROWTH
    18. 18. Tip # 1Follow your customerTip # 2Web & app bothhave theirpurposesTip # 3Surprise & delightTip # 4Tablet isimmersiveTip # 5Be open tocontradictions inmobileInsights for a product roadmap
    19. 19. спасибо
    20. 20. 2030countries21languages75non-UStraffic%2001 201120052006200820092010
    21. 21. 21More than 100 million travel reviews andopinions from travelers around the world250,000+attractions680,000+hotels1,000,000+restaurants116,000+destinations18,000,000+candid photos
    22. 22. 2201020304050607080TripAdvisorReviews&Opinions(Millions)100M+reviews& opinions60+contributionsper minute200M+average monthly unique users(1)(1) Average comScore Media Metrix for TripAdvisor Sites, Worldwide, January 2013(2) TripAdvisor log files, December 31, 2012. App downloads of TripAdvisor, City Guides and SeatGuru measured on a cumulative basis. Mobile uniques includes tablet and phone and is measured on an average monthly basis44M+members(2)
    23. 23. 23(1) Average comScore Media Metrix for TripAdvisor Sites, Worldwide, January 2013(2) TripAdvisor log files, December 31, 2012. App downloads of TripAdvisor, City Guides and SeatGuru measured on a cumulative basis. Mobile uniques includes tablet and phone and is measured on an average monthly basisere are the key points:- Smartphones are used more to find and contact businesses, while tablets are used more forresearch, price comparisons, and reviews. In travel, tablet users went directly to familiar sites andapps (46%) or apps and sites they had previously used (49%) more often than they used searchengines (merely 15%).- One out of every two queries in travel results in a purchase. Thirty-three percent of mobile travelsearchers want to complete the transaction within the day.- Two out of three mobile users notice ads. Local businesses and local promotions seemed themost relevant and received the most clicks.- US mobile device owners prefer apps, spending 81% of their time in apps instead of the mobileweb.NIELSEN STUDY 2012Nearly 40 million US consumers accessed travel sites or apps from their smartphone in July 2012, reaching 37% of thesmartphone population, according to comScores findings into US smartphone travel behavioursCOMSCORE 2012Tablets
    24. 24. 24(1) Average comScore Media Metrix for TripAdvisor Sites, Worldwide, January 2013(2) TripAdvisor log files, December 31, 2012. App downloads of TripAdvisor, City Guides and SeatGuru measured on a cumulative basis. Mobile uniques includes tablet and phone and is measured on an average monthly basisMediabistro aug 2012PLANNING and BOOKING STAGESTop mobile flight-related activities while planning a trip:- Checked airfare prices: 26%- Looked up a phone number: 25%- Checked flight schedules: 25%- Researched airport information: 24%- Received price alerts for flights: 19%- Booked a flight: 18%Top mobile hotel-related activities while planning a trip:- Looked up hotel address or directions: 29%- Researched things to do at the destination: 23%- Read a hotel review: 22%- Compared hotel prices and availability: 21%- Booked a hotel room: 18%- Received price alerts for hotels: 18%Once a trip is booked, social media users turn to Facebook to post about their upcoming trip and find more information about their destination. 52% ‘likeda page specific to an upcoming vacation. 59% posted a status about an upcoming vacation.DURING TRIP STAGETravellers using a mobile device to check flight status:- 2011: 30%- 2012: 50%Travellers using a mobile device to check in for a flight:- 2011: 17%- 2012: 30%Among travelling social media users, 74% use social media while on vacation.Top ways travellers use mobile devices on vacation:- Keep in touch: 68%- Take pictures or video: 48%- Schedule wake-up times: 46%- Make reservations: 30%- Find directions to attractions: 25%Other ways travellers use mobile on vacation:- Look up reviews for local businessesTnooz 2012mapping or finding directions (80%); researching localactivities (63%); and researching destinationinformation (55%).Tnooz 2012with 30% reporting they would like to receivepersonalized offers specific to their destination.TripAdvisor travel survey37% will use a mobile device for restaurants research,27% will use one for attractions research, and 26% willuse one for accommodations research.- 31% plan to use travel apps on their mobile device orsmartphone in 2012.PhoCusWrightMore than three in four active travellers citetraveller reviews and photos as very ormoderately influential in choosing what to
    25. 25. 25(1) Average comScore Media Metrix for TripAdvisor Sites, Worldwide, January 2013(2) TripAdvisor log files, December 31, 2012. App downloads of TripAdvisor, City Guides and SeatGuru measured on a cumulative basis. Mobile uniques includes tablet and phone and is measured on an average monthly basisTnooz 2013After research on their tablets, 1 in 4 tablet ownersbook on their tablets.- Tablet is preferred for booking futuretravel, smartphones for on-the-go.- 76% of smartphone will use their devices to booktravel or rooms when on-the-go.2.8 million smartphones were sold in Russia in the first half of 2011, an increase of118% on the previous year, according to data provided by Svyaznoy, one ofRussias largest mobile phone retailers. This doubled the smartphone volumeshare in terms of total handsets sold from 9% in the first half of 2010 to 18% in thefirst half of 2011.The sales of traditional mobile phones (non-smartphones) decreased in the firsthalf of 2011 by 6% year on year, in terms of volume. (PMR - IT andtelecommunications sector in Central and Eastern Europe, August 2011)Russia stats smartphoneSvyaznoyRussian tourists increased 16% year-on-year2nd after China (30%)SKIFT 2013 Russian travelers spend about 16 billidollars a year on travelling abroad. 2transactions are made onlinehttp://www.tnooz.com/2013/03/13/news/russian-ota-oktogo-nets-11-million-round/

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