How to leverage travel user generated content

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    How to leverage travel user generated content - Presentation Transcript

    1. \"How to Leverage Travel User Generated Content and Media Sites to Help Promote Your Destination\"
    2. Agenda • Overview of TripAdvisor Media Group, User Generated content & Social Media Market • Working with TripAdvisor Content • Leveraging TripAdvisor Content • Marketing and using TripAdvisor Data
    3. TripAdvisor Media Group
    4. Why Are We Here? “Which of the following information sources do you depend upon for holiday/travel info?” Base: 12,677 European Adults Source: Forrester’s Technology Benchmark Study Q2 2008
    5. 36% of British internet users spend at least 10 hours researching their ideal holiday, but only 21% put the same time into choosing a mortgage. 2,000 UK adults surveyed, Jan 2008, Fool.co.uk
    6. The uniqueness and the richness of the content make TripAdvisor a very popular travel website.
    7. Exponential growth of TripAdvisor Content… Millions of Reviews / Opinions
    8. “Peer opinions are highly valued - 82% prefer consumer review/opinion over a hotel’s description of itself.” Source: Forrester Research Inc. 2006
    9. More Raves than Rants Reviews Are Largely Positive – Average Score is 3.74 96% would recommend the site to their friends 45.00% 40.63% 40.00% 35.00% Percentage of all 30.00% 26.85% ratings 25.00% 20.00% 15.00% 11.71% 10.42% 10.39% 10.00% 5.00% 0.00% 1 2 3 4 5
    10. Researching for Destination Destination Targeting vs. Destination Finally Booked Source: TripAdvisor and advertiser data Q3 2008
    11. How Is TripAdvisor Used? Audience Moods and Modes 1.Inspiration 5.Share 2.Research 4.Travel Inspiration to plan process can take over 3.Plan 30+ days Source: All data PRIZM/Simmons TripAdvisor CPM and CPC advertiser feedback 2007-2008
    12. Case Study – “The Wine Sampler” From “Bordeaux Hotel” to Intercontinental Purchase in 36 days First Search Purchase Bordeaux Hotel Intercontinental Booking.com Expedia AOl Travel Expedia TripAdvisor TripAdvisor Yahoo! Travel Visits Hotels.com BMI BMI Hotels.com Lastminute TripAdvisor British Airways British Airways Expedia InterContinental InterContinental Accor Air France Air France Accor Accor Searches Bordeaux Hotel Bordeaux Flights Hotel Reviews Hotels France Hotel Reviews Bordeaux Day 0 Day 3 Day 6 Day 15 Day 23 Day 27 Day 36 Source: comScore custom analysis- UK Population, Q1 2007; Travel searchers in January time aligned and monitored over 12 week period from first search *Purchases tracked at set of online travel merchants including Expedia, Lastminute.com, Ryanair and EasyJet
    13. Case Study – “The Sun Seeker” From “Holidays in the Sun” to First Choice Purchase in 33 days First Search Purchase Holidays in the Sun FirstChoice HolidayRentals Teletext Holidays Hotels.com TripAdvisor Tui Visits TUI ebookers TravelRepublic TripAdvisor Tui TUI Thomas Cook First Choice TripAdvisor AirTours First Choice TUI First Choice Expedia AirTours Thomas Cook FirstChoice Airtours Tui Thomas Cook First Choice First Choice Olympic Holidays Spain Holidays Cheap Flights Cyprus PALM BEACH Searches Cyprus holidays HOTEL LARNACA Europe Holidays Cyprus Holidays Cyprus Hotels CYPRUS Thomson Holidays Holidays in the Sun BEAU RIVAGE HOTEL CYPRUS Day 0 Day 5 Day 8 Day 13 Day 21 Day 29 Day 33 Source: comScore custom analysis- UK Population, Q1 2007; Travel searchers in January time aligned and monitored over 12 week period from first search *Purchases tracked at set of online travel merchants including Expedia, Lastminute.com, Ryanair and easyJet
    14. Agenda • Over view of the UGC and Social Media Market • Working Within TripAdvisor Content • Leveraging TripAdvisor Content • Marketing and using TripAdvisor Data
    15. Become a member of the TripAdvisor network
    16. Getting Involved Load Your Video’s Example Tourism Turkey 15 videos currently loaded 30k video views 4.2 average viewer rating
    17. Getting Involved Know Before You Go Pages
    18. Getting Involved Forums, Tourists Boards Can Play An Active Role
    19. Getting Involved Forums, Tourists Boards Can Play An Active Role Responding to their needs and the news
    20. “I actively participate in the TripAdvisor Forum and respond to the TripAdvisor Travellers Reviews. TripAdvisor has proven to be a powerful resource for CRM at my resort property.” Michael Oney General Manager Presidente InterContinental Resort Los Cabos
    21. Agenda • Over view of the UGC and Social Media Market • Working Within TripAdvisor Content • Leveraging TripAdvisor Content • Marketing and using TripAdvisor Data
    22. Visit London “People Like You” section The Top 10 London Hotels and Attractions as rated by TripAdvisor users
    23. Tourism Alsace – Regional DMO Alsace is using our large DMO widget This widget includes the best traveller photos and a rave review of a hotel, restaurant or attraction in the region
    24. Visit Denmark & Helsinki
    25. Travellers Choice badge Cities or regions that have been voted as Top Destinations by TripAdvisor travellers can use our Travellers Choice award badge
    26. Brand New Destination Snap Shot Widget Overview of the destination Best traveller photos Latest rave reviews
    27. Brand New Destination Map Widget Map of the destination featuring the top 10 hotels, attractions and restaurants
    28. Agenda • Over view of the UGC and Social Media Market • Working Within TripAdvisor Content • Leveraging TripAdvisor Content • Marketing and using TripAdvisor Data
    29. Destination Netherlands Pageviews in 2008:15,368,117 Source: TripAdvisor Internal data – Dec 2008
    30. Destination United Kingdom Pageviews in 2008: 122,737,588 Source: TripAdvisor Internal data – Dec 2008
    31. Seasonal Trend – UK Market Page Impressions Source: TripAdvisor Internal data – August 2008
    32. Summary •User Generated Content sites continue to grow in scale and importance •TripAdvisor is used at the very first steps and throughout of travellers’ decision making process on destination •Tourist Boards can now work with travellers within TripAdvisor •TripAdvisor content partnerships help deliver great content to your consumers in an easy to manage format •There are fantastic Marketing Opportunities Within TripAdvisor available for Tourist Boards
    33. Thank You! Helena Egan hegan@tripadvisor.com Tel. +44 7714765154

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