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Trip Advisor (2011)


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Presentation by Helena Egan from Trip Advisor at the E-Tourism Africa Summit 2011 in Cape Town

Presentation by Helena Egan from Trip Advisor at the E-Tourism Africa Summit 2011 in Cape Town

Published in: Technology, Travel

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  • Our travelers It really is all about the user journey, they think about: Where to go, How to get there, where to stay and what to doClick 1    Where to go (Inspiration 30-40%)Destination pages and forum pages +71k cities We did an internal survey of our members and found that 32% of our users are looking at TripAdvisor for inspiration on which destination in the world to go to. To back this up further we have also carried out studies with an OTA that found that when we served display advertising directly into a series of specific destinations 47% of the users ended up purchasing a different destination from the one first researched ** all this data is further outlined in the appendixClick 2    How to get there (Inform & Research 60-70%)Seat Guru and Flight Meta Since our launch in 2000 we have built out an ever increasing number of ways for travelers to research their modes of transport from flights search, flights meta, seatguru, which allows you to find the best seat on the aircraft and Cruise Critic for the ever expanding cruise industryClick 3    Where to stay Business Travel & New filter graphic +460k hotels This was very much the heart of our content in 2000 but as you can see we are now much more than just hotel reviews however the scale of our content now reaching +40m reviews and opinions has allowed us to incorporate new functionality beyond filtering by price and star rating. You can now filter reviews by people who were on a similar type of holiday to you. E.g. Romance, Family, Couples, Business etc. We have also more recently been expanding into the holiday rental sector as well to make sure that we can offer a user the choice between a B&B, a Big Chain Hotel, a villa to a boutique hotel.Click 4    What to do Mobile App Graphic +640k attractions and restaurants on the site This is also a core section of the site and we have over 640k restaurants and attractions on TA now This content is great for the TripAdvisor travelers but is also fantastic in the Social Media and Mobile environments for people in their home markets as well as when travelling
  • Change to specific country
  • Social key initiative for TA – we are working on products to enable users to tap into the wisdom of their friendsOn siteMillions of FB users connecting per month and seeing friend content relevant to the cities they are planning their trips toFB users are more engaged – they are doing more of the things we want on the site, spending more time, viewing more pages, etc.FB users are 2x more likely to contribute contentOff site – Cities I’ve Visited Facebook appContinues to be engaging app on the platformMore than 20 million users1.5 billion pins added
  • This is great information for a creative on TA for the hotel industry, if you want to boost interaction and conversion rates it looks like that you should consider: Layering in the review/rating that your property has on TA. Examples are Hilton and Sol Melia in Europe using their ratings and our brand on the CPM creative If you have a good location you might want to show a map on a creative rotation to showcase the property next to great attractions or restaurants etc in the area
  • In the last week of August, “Reviews at a glance” debuted on all of TripAdvisor’s English-language domains. The feature appears on more than 20,000 properties – any property that has received at least 50 reviews in the last two years. The two-to-three word statements that appear most often in their reviews are displayed, in order of frequency. Travelers can click down on any of the terms to see the reviews behind them and gather more detail.
  • People were asked which social media tools they expected companies to use. 40% of consumers expected onsite reviews of products and services
  • Transcript

    • 1. TripAdvisor
      E-Tourism Summit Africa
      Helena Egan
      15 September 2011
      Sept 2011
    • 2. Agenda
      TripAdvisor & market changes
      Modern traveller on TripAdvisor
      What does this all mean to you
    • 3. TripAdvisor Media Group
      Sept 2011
    • 4. TripAdvisor – 30 domains, 21 languages
      • 495.000 hotels
      • 5. 145.000 attractions
      • 6. 689.000 restaurants
      • 7. 89.000 destinations
      • 8. +50 million monthly unique users
      • 9. +20 million registeredmembers
      • 10. +50 million reviews
      • 11. 23 reviews & opinions postedevery minute
      Source: ComScore e TripAdvisor August 2011
      Sept 2011
    • 12. TripAdvisor Unique Users
      TripAdvisor is the Worlds largest travel site with 52m Unique Users
      Middle East
      Sept 2011
    • 13. TripAdvisor – Worldwide
      The world’s largest travel website and another record traffic month!
      TripAdvisor is:
      +53% larger than Expedia
      +69% larger than Yahoo Travel
      Sept 2011
    • 14. Our Travellers – Your Potential Customers
      It is all about the user journey
      Where to go?
      How to
      get there?
      Where to stay?
      What to do?
      Sept 2011
    • 15. Augmented reality & cool stats…
      Sept 2011
      • 10 million unique monthly visitors on mobile &tablet in May 2011
      • 16. iPadapp number 1 free travel app in Apple App Stores in 85 countries
      • 17. TripAdvisor apps are available in more than 123 countries
    • South Africa on TripAdvisor
      Sept 2011
      2009 average
      2010 average
      2011…average so far:
      Visual Sciences Sept 2010
       Hotels: 1.086 , B&Bs: 1.451, Self Catering: 812 , Restaurants: 1,451 Things to Do: 883
      Cape Town
      Helena Egan
    • 18. South Africa – Seasonality of Pageviews
      2009-2011 stats – TripAdvisor Worldwide Pageviews South Africa
      Visual Sciences 2010
      Cape Town
      Helena Egan
      Sept 2011
    • 19. Growth of the social networking
      eMarketer Jan 2011
      Cape Town
      Helena Egan
      Sept 2011
    • 20. TripAdvisor Working With Facebook
      TripAdvisor Internal data Q3 2010
      Sept 2011
      +20m active users
      +1.5 billionpins!
      +5m new pins every day
    • 21. Friends’ opinion matters…
      JWT Intelligence July 2011
      Cape Town
      Helena Egan
      Sept 2011
    • 22. Instant personalisation
      Facebook users are 2 x more likely to contribute content
      Sept 2011
    • 23. Flight search with cool functionality
      Sept 2011
    • 24. The Modern Traveller on TripAdvisor
    • 25. Holiday planning
      Inform & Research
      Inform & Research
      This process takes
      approximately 30days
      Source: December 2009 TripAdvisor travel trends survey – 1,200 respondent
      Advertiser feedback and Comscore / Google Study 2007
      Cape Town
      Helena Egan
      Sept 2011
    • 26. TripAdvisor travellers choosing destination
      Inspiration - Destination Selection
      Sept 2011
      of our travellers book a different geo to the one they first started researching
      use TA at the beginning when I am looking to be inspired with a destination to visit**
      use TA at the beginning when I am choosing between destinations**
      OTA report Q1 & Q3 2010
      December 2009 TripAdvisor Travel Trends Survey – 1,200 respondents **
    • 27. When booking a hotel, which of the following
      will be your biggest influence of purchasing decision in 2011?
      Sept 2011
      TripAdvisor Traveller Trends Survey – Q4 2010
    • 28. Travellers get more selective
      Sept 2011
    • 29. Power of The Positive Opinion
      Sept 2011
      Average score is 3.90
      TripAdvisor % of all reveiws Oct 2010
    • 30. What Does This All Mean to You?
    • 31. What do the travellers want to see…
      Sept 2011
    • 32. Register to the Owner Centre…it’s FREE!
      Sept 2011
    • 33. Manage your presence on TripAdvisor
      Sept 2011
    • 34. Add content to your site…
      Sept 2011
    • 35. Sept 2011
      Add your photos & videos
      Tourism Turkey
      • 14 videos currently loaded
      • 36. 55k video views
      • 37. Rating of 4.2 average viewer
    • Add your details to Traveller Articles
      Sept 2011
    • 38. Be active in the forums
      Sept 2011
      90% of the forum
      posts are responded to
      in 24hrs!
      South Africa FORUMS:
    • 39. How can I get better presence…
      Sept 2011
      If I was considering two comparable properties, the presence of management responses on one would sway me in its favor.
    • 40. Do respond!!
      Sept 2011
    • 41. But often the community self-regulates too…
      Sept 2011
    • 42. What would consumers like to see on your site
      Whichsocialmedia tools do you expect companies to use?
      UK Customer Satisfaction Index, July 2010
      UK Customer Satisfaction Index, July 2010
      Sept 2011
    • 43. Samples on who is already using UGC…
      Turisme Barcelona
      Deutschland Tourismus
      Sept 2011
    • 44. And what do Consumers really think about it?
      Case study: Visit Scotland users agree:
      81% : TripAdvisor reviews are appropriate
      79%: TripAdvisor reviews are useful
      72%: TripAdvisor reviews enhancecredibility
      53%: More likely to book on
      Base - all who have seen Tripadvisor reviews on
      Sept 2011
    • 45. Traveller Forums on your site!
      Sept 2011
    • 46. Get more reviews – enrich your content
      Barcelona Turisme: hotel, attraction and restaurant reviews
      Sept 2011
    • 47. Three powerful forces transforming travel
      Real Opinions
      Relevant to you
      Friend Graph
      Always Available
      Location Based
      Socially Aware
      Sept 2011
    • 48. Take-aways….
      Sept 2011
      Note to self:
      Register with the new Management Center today– FREE!
      Upload photos and videos to TripAdvisor – FREE!
      Use reminder tools to encourage guests to write reviews – FREE!
      Sign up for new review notification and respond to reviews – FREE!
      Add TripAdvisor content to your website with badges and widgets – FREE!
    • 49. Thank you
      Helena Egan
      Head of Destination Marketing Sales
      Europe, Middle-East, Africa & Asia
      Tel. +44 7714 765 154
      Victoria Delany
      Sales Manager Destination Marketing
      Africa, Turkey & Eastern Europe
      Sept 2011
    • 50. Sept 2011