TripAdvisor ®                6 November 2012
The Good News   Discretionary travel is on the rise.   The increase in discretionary travel means   more trips start as bl...
Why online matters                                                                               EU Consumer Travel report...
Media Ad Spend, % Change YoY                                        2.8%                          7.9%                    ...
Information Sources For Destination SelectionSource: PhoCusWright’s U.S. Consumer Travel Report, 4th ed. May 2012.        ...
Inspiration & Planning Are Key   Most popular channels at each stage of the process                 Inspiration & Ideas   ...
Who Consumers Trust               #1                                                                                      ...
Where does TripAdvisor fit in?                                 8
TripAdvisor, Inc.                    Inspiration   >   Planning   >   Travel   >   Review
Tripadvisor: The Largest Travel Site in The World                                                      75 Million         ...
TripAdvisor World                      TripAdvisor is the Worlds largest travel site with                                 ...
TripAdvisor Italy                                                    TripAdvisor is:                                      ...
TripAdvisor always on the trip                            Links to                            Booking                     ...
Mobile app: 22 millions download• Find & contact hotels                      • Find flights• Find & reserve restaurants   ...
Mobile city guide• FREE and offline mode• Restaurants, hotel and attractions reviews                                   • O...
Facebook Italy                            Italy has        over 22 millions                    Facebook users             ...
+20m people have pinned+1.5 billion cities to their TripAdvisor CIV mapsNow the 2nd most used Facebook App in the world!
++120m TA visitors have been Instant PersonalisedWith +300m actions published into open graph in H1 2012
The positive opinions                                                                                 47%                 ...
TripAdvisor is the single biggest social media                            platform used in holiday planning, with         ...
What You Should Be Doing Today!
Upload Photos and Videos - Free                                   Add an unlimited amount of                              ...
Participate in The Forums - Free Respond to demonstrate your hospitality! More than 90% of topics posted in the Forums are...
Veneto & Venezia
2.087 Hotels1.848 B&B6.096 Restaurants               888 Things to do         over 340.000 Reviews      over 34.000 Topics...
#12 in Europe, #3 in ItalyInspiration   >   Planning   >   Travel   >   Review
503 Hotels455 B&B1.103 Restaurants               374 Things to do         over 330.000 Reviews    over 100.000 Topics Foru...
Venice & TripAdvisorSource: TripAdvisor, Jan 2011 – May 2012                                           Inspiration   >   P...
Venice & TripAdvisorSource: TripAdvisor, Jan 2011 – May 2012                                           Inspiration   >   P...
Conclusions              Inspiration   >   Planning   >   Travel   >   Review
THANK YOU
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TRIPADVISOR - Venezia 30 Ottobre 2012 - Joseph Fratangelo - Lezione di Turismo BTO Educational

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Rewind:
http://www.btoeducational.it/calendario/venezia/

Day TWO di Veneto for you
Il workshop di Buy Veneto
Seminario sul Turismo 2.0
Lezione di Turismo di BTO Educational
Hilton Molino Stucky, Giudecca 810 a Venezia
dalle 10.00 [circa] alle 17.00 [circa] con lunch break
Martedì 30 Ottobre 2012

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TRIPADVISOR - Venezia 30 Ottobre 2012 - Joseph Fratangelo - Lezione di Turismo BTO Educational

  1. 1. TripAdvisor ® 6 November 2012
  2. 2. The Good News Discretionary travel is on the rise. The increase in discretionary travel means more trips start as blank canvases, and HOW PEOPLE travelers are once again looking for new trip MAKE DESTINATION DECISIONS ideas and a broad range of content to help them create picture-perfect getaways. - PHOCUSWRIGHT, U.S. CONSUMER TRAVEL REPORT 4TH EDITION, 5/2012 Inspiration > Planning > Travel > Review
  3. 3. Why online matters EU Consumer Travel report stated that for the first time review sites such as TA were the most influential information source Online ad spending hit an all for travelers when planning leisure travel time high of $31 billion in 2011, and display and search advertising grew by an impressive 27% . 74% of UK travellers find travel reviews to be influential when shopping*Source: PhocusWright,European Consumer Travel report, October 2011 Inspiration > Planning > Travel > Review
  4. 4. Media Ad Spend, % Change YoY 2.8% 7.9% 6.4% 3.1% Television Radio Outdoor Newspapers -1.4% 12.1% 4.1% Magazines Internet CinemaSource: Nielsen Global AdView Pulse Q1 2012 , Based mainly on published rate cards Inspiration > Planning > Travel > Review
  5. 5. Information Sources For Destination SelectionSource: PhoCusWright’s U.S. Consumer Travel Report, 4th ed. May 2012. Inspiration > Planning > Travel > Review
  6. 6. Inspiration & Planning Are Key Most popular channels at each stage of the process Inspiration & Ideas Information on how and where to book Destination information 40 35 30 25% 20 15 10 5 0 A Newspaper Opinions seen on a Advertising in a A Television A Newspaper A Travel Magazine A Review Website Recommendations Website travel social media Newspaper or Advertisment Travel Section That has ratings from a friend network Magazine and opinionsUK Market - Total Media, Travel Report 2011 - Sources of information consulted for last short break holiday,Total stated that the Long Haul results were virtually identical in their report. Inspiration > Planning > Travel > Review
  7. 7. Who Consumers Trust #1 #2 92% trust recommendations 70% trust online from people they know consumer opinionSource: Nielsen “Consumer Trust in Online, Social and Mobile Advertising Grows,” April 2012 Inspiration > Planning > Travel > Review
  8. 8. Where does TripAdvisor fit in? 8
  9. 9. TripAdvisor, Inc. Inspiration > Planning > Travel > Review
  10. 10. Tripadvisor: The Largest Travel Site in The World 75 Million Reviews & 2012 Opinions 59 MILLION 75 MILLION reviews & unique visitors a month Over 1.5 Million Business Listed 50 Mil Monthly 2011 opinions Unique Visitors 2010 OVER 50 35 Millions Reviews & 2008 OVER Opinions 1.6 MILLION business user contributions every 20 Mil Monthly Unique Visitors 2005 listed minute 1 Million in over Reviews & 110,000 Opinions 2000 destinations TripAdvisor Goes Live Inspiration > Planning > Travel > Review
  11. 11. TripAdvisor World TripAdvisor is the Worlds largest travel site with 59 millions Unique Users North Europe America 24.6m 17m Middle East & APAC Africa 9.8m LATAM 3.1m 3.5mSource: Comscore August 2012 Inspiration > Planning > Travel > Review
  12. 12. TripAdvisor Italy TripAdvisor is: +23.4% of the travel market +27.3% YoYSource: Comscore August 2012 Inspiration > Planning > Travel > Review
  13. 13. TripAdvisor always on the trip Links to Booking Share Inspiration Research Travel Reviews platforms Inspiration > Planning > Travel > Review
  14. 14. Mobile app: 22 millions download• Find & contact hotels • Find flights• Find & reserve restaurants • Read & participate in travel forums• Find & book attractions and tours • Write reviews Inspiration > Planning > Travel > Review
  15. 15. Mobile city guide• FREE and offline mode• Restaurants, hotel and attractions reviews • Offline itineraries with suggestions • Available for iPhone and Android Inspiration > Planning > Travel > Review
  16. 16. Facebook Italy Italy has over 22 millions Facebook users That is almost 39% of the population of Italy And almost 76% of the total Italian online population.Source: Social bakers, Oct 2012 Inspiration > Planning > Travel > Review
  17. 17. +20m people have pinned+1.5 billion cities to their TripAdvisor CIV mapsNow the 2nd most used Facebook App in the world!
  18. 18. ++120m TA visitors have been Instant PersonalisedWith +300m actions published into open graph in H1 2012
  19. 19. The positive opinions 47% The average is 4.01 28% 7% 12% 7% 1 2 3 4 5Source: TripAdvisor, Feb 2012 Inspiration > Planning > Travel > Review
  20. 20. TripAdvisor is the single biggest social media platform used in holiday planning, with 50% of UK holiday makers using the site in some way or other. TripAdvisor is viewed as very important to the travel planning process 4.18Conrad Advertising survey "Mapping the Travel Mind: The Influence of Social Media.” September 2011 20** Nov-Jan 2011 TripAdvisor Global Research Panel Registration Survey - Respondents asked to rate TripAdvisor on a scale of 1-5 where 1=not very important and 5=very important
  21. 21. What You Should Be Doing Today!
  22. 22. Upload Photos and Videos - Free Add an unlimited amount of photos and videos Showcase your landmarks, natural wonders, top attractions Inspiration > Planning > Travel > Review
  23. 23. Participate in The Forums - Free Respond to demonstrate your hospitality! More than 90% of topics posted in the Forums are replied to within 24 hours Inspiration > Planning > Travel > Review
  24. 24. Veneto & Venezia
  25. 25. 2.087 Hotels1.848 B&B6.096 Restaurants 888 Things to do over 340.000 Reviews over 34.000 Topics Forum Inspiration > Planning > Travel > Review
  26. 26. #12 in Europe, #3 in ItalyInspiration > Planning > Travel > Review
  27. 27. 503 Hotels455 B&B1.103 Restaurants 374 Things to do over 330.000 Reviews over 100.000 Topics Forum Inspiration > Planning > Travel > Review
  28. 28. Venice & TripAdvisorSource: TripAdvisor, Jan 2011 – May 2012 Inspiration > Planning > Travel > Review
  29. 29. Venice & TripAdvisorSource: TripAdvisor, Jan 2011 – May 2012 Inspiration > Planning > Travel > Review
  30. 30. Conclusions Inspiration > Planning > Travel > Review
  31. 31. THANK YOU

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