Presentation by TripAdvisor at ETAS15 in South Africa

1. Understanding and Maximizing on Online Customer Behaviour
Chad Shiver, Destination Marketing
Europe, Middle East & Africa

2. OVERVIEW OF TRIPADVISOR

3. TripAdvisor: The World’s Largest Travel Site
*Source: Google Analytics, worldwide data, average monthly views Q3 2014—does not include traffic to daodao.com / TripAdvisor internal data
Over 6,000 unique users looking at reviews every second of every day
TripAdvisor goes Live
100 Million
Reviews & Opinions
75 Million
Reviews & Opinions
Over 1.5 Million
Businesses Listed
2013
2012
2011
201050 Million Monthly
Unique Visitors
2008
35 Million
Reviews & Opinions
2005
20 Million Monthly
Unique Visitors
2000
1 Million
Reviews & Opinions
45 Domains in 28 languages
m
375Million
over
150,000
destinations
78m
Members

4. From “look” to “book” on TripAdvisor
Awareness
Not planning…
but open to inspiration
Consideration
Starting
the process
Comparison
Short list of hotels
Booking
Flight -> Hotel
Experience
Actively
on vacation
Advocate
Reviews, Facebook,
Word of mouth
Week -16:
• 5 Destinations
• 0 Hotels
Week -12:
• 3 Destinations
• 6 Hotels
Week -4:
• 1 Destination
• 15 Hotels
Week 0
• Booked
Book
Additional
Activities
• Restaurants
• Attractions
• Tours, etc.
More tactical ,
often price
specific
targeting
Main
window of
opportunity
for
Inspiration.
Higher
funnel
activity
where a
user can be
influenced
to change
destination/
Airline/Hotel
etc...
Awareness
Not planning…
but open to inspiration
Consideration
Starting
the process
Comparison
Short list of hotels
Booking
Flight -> Hotel
Experience
Actively
on vacation
Advocate
Reviews, Facebook,
Word of mouth
Week -20+
“Not Yet Ready”Already thinking
about next trip!

5. Inspiration > Planning > Travel > Review
People who book travel visit TripAdvisor
Sizing the market of consumers starting their online travel decision process during January 2013
Source: comScore Data Services
Total Travel
Intenders
Travel Transactors
Travel Transactors
with 1+
TripAdvisor Visits
% Transactors
who use
TripAdvisor
Australia 3.3m 0.5m 0.2m 44%
France 10.9m 1.2m 0.3m 27%
India 15.5m 3.3m 1.0m 29%
Italy 7.1m 0.5m 0.2m 51%
United Kingdom 13.5m 1.6m 0.9m 55%
Spain 5.6m 0.3m 0.1m 33%
United States 57.7m 8.0m 3.7m 47%
Total 113.7m 15.5m 6.4m 42%
6.4m users who booked travel online in Q1 2013 visited TripAdvisor at least once during the
purchasing process, representing 42% of the total buyers observed in the quarter
In Italy and the UK over 50% of bookers visited TripAdvisor
1
1
2
2

6. WHAT’S NEW?

7. 2014 and 2015 Have Been All About Content
Getting Ideas to Users via Local Experts

8. Working With DMOs to Distribute Their Rich
Content
One-stop shop to access all DMO content on TripAdvisor’s Destination
Pages
All designs are for concept only and are not to be considered final.

9. Content Driven Solution - Articles
Provide Valuable Resources and Information for Potential Visitors
o DMOs create resource focused
content published and hosted on
TripAdvisor
All designs are for concept only and are not to be considered final.

10. Content Driven Solution - Recommendations
Create Editorial List of Must-See Things To Do in Your Destination
o Customized thematic content curated by DMO – seasonal, flexible refresh
All designs are for concept only and are not to be considered final.

11. Content Driven Solution – Events
Create More Excitement for Local Events
o More engaging platform to highlight up and coming events in your destination
o Dynamic updates based on event dates
All designs are for concept only and are not to be considered final.

12. 2014 and 2015 Have Also Been About Allowing
Travellers To Book More Without Leaving The
TripAdvisor Ecosystem
The whole travel cycle on one site

13. 2014 and 2015 Have Also Been About Allowing
Travellers To Book More Without Leaving The
TripAdvisor Ecosystem
The whole travel cycle on one site

14. 2014 and 2015 Have Also Been About Allowing
Travellers To Book More Without Leaving The
TripAdvisor Ecosystem
• La Fourchette (also known as The Fork)
allows travellers to book tables at
restaurants directly when inspired by
reviews.
• Viator lets travellers book tours, activities
and experiences straight from a “things to
do” listing on TripAdvisor.
• Both optimized for mobile so that people in
destination have access to these instant
tools.

15. SOUTH AFRICA ON TRIPADVISOR

16. Source: TripAdvisor internal session data
Global Interest in South Africa Content
o The number of the international sessions viewing South Africa content on TripAdvisor has
grown rapidly in 2014 vs 2013
o Overall the traffic has grown by 15% YoY
Global Sessions viewing South Africa Content

17. Top 20 Markets Viewing South Africa in 2014
o In 2014, users in South Africa made up
43.2% of all SA content views on TripAdvisor,
up from 36.2% in 2013 – an extreme high but
indicating increasing domestic interest
o United Kingdom is the largest international
market viewing South Africa destinations,
followed by the United States and Germany.
*In terms of total TripAdvisor sessions in 2014
Source: TripAdvisor Internal Site Data
36.2
%
63.8
%
2013
South Africa Content: Domestic vs.
International
Domestic Users International Users
43.2
%56.8
%
2014

18. Growth in South Africa Destination Views by
Market
o Out of the top 20 countries viewing
South Africa, China, Mozambique,
Russia, United Arab Emirates and
Germany showed especially strong
increased views of South Africa
destinations in 2014 versus 2013.
o Romania shows a strong decrease in
views from 2013 to 2014
*In terms of total TripAdvisor sessions in 2014 versus 2013
Source: TripAdvisor Internal Site Data

19. Top 20 International Cities Viewing South Africa
*In terms of total TripAdvisor sessions in 2014
Source: TripAdvisor Internal Site Data
6.47%
4.90%
1.32%
0.87%
0.75%
0.71%
0.70%
0.67%
0.65%
0.64%
0.62%
0.60%
0.60%
0.59%
0.58%
0.56%
0.53%
0.49%
0.48%
0.47%
Beijing, China
London, United Kingdom
Sydney, Australia
New York City, NY, USA
Munich, Germany
Dubai, United Arab Emirates
Paris, France
Perth, Australia
Wentorf bei Hamburg, Germany
Gaborone, Botswana
Manchester, United Kingdom
Singapore, Singapore
Brisbane, Australia
Maputo, Mozambique
Chesterfield, MO, USA
Nieuw Amsterdam, The…
Mumbai (Bombay), India
Toronto, Canada
Zurich, Switzerland
Hong Kong, China
Top Int' Cities in Sessions
0.00%
5.59%
0.00%
0.00%
21.13%
0.00%
61.71%
0.00%
10.01%
0.00%
24.92%
0.00%
0%
0%
0%
0%
0%
0%
0%
0%
Beijing, China
London, United Kingdom
Sydney, Australia
New York City, NY, USA
Munich, Germany
Dubai, United Arab Emirates
Paris, France
Perth, Australia
Wentorf bei Hamburg, Germany
Gaborone, Botswana
Manchester, United Kingdom
Singapore, Singapore
Brisbane, Australia
Maputo, Mozambique
Chesterfield, MO, USA
Nieuw Amsterdam, The…
Mumbai (Bombay), India
Toronto, Canada
Zurich, Switzerland
Hong Kong, China
% Change, Year on Year 2013-2014

20. Top Other Destinations Viewed
UK IPs
Source: TripAdvisor Internal Site Data, Mar 2014 – Feb 2015
o The data below reflects the top 10 Countries and top 10 Cities viewed by UK users who also viewed South
Africa
o The country viewed most by UK users only who also viewed South Africa content was the United
States followed by the Italy and China
o Likewise, the international city that was viewed the most by UK users who also viewed South Africa was
Cape Town, followed by Camps Bay and Franschhoek
Countries Int’l Cities
21.7%
7.1%
6.6%
5.2%
3.8%
3.5%
2.9%
2.9%
2.7%
2.3%
United States
Italy
China
Spain
Germany
France
Caribbean
Canada
Greece
Russia
16.9%
4.4%
3.9%
3.8%
3.4%
3.2%
2.4%
2.4%
2.2%
1.8%
Cape Town Central, South Africa
Camps Bay, South Africa
Franschhoek, South Africa
Johannesburg, South Africa
Knysna, South Africa
Stellenbosch, South Africa
Hermanus, South Africa
Plettenberg Bay, South Africa
Durban, South Africa
Port Elizabeth, South Africa

21. Top Other Destinations Viewed
USA IPs
Source: TripAdvisor Internal Site Data, Mar 2014 – Feb 2015
o The data below reflects the top 10 Countries and top 10 Cities viewed by USA users who also viewed
South Africa
o The country viewed most by USA users only who also viewed South Africa content was China followed
by Italy and United France
o Likewise, the international city that was viewed the most by USA users who also viewed South Africa
was Cape Town, followed by Johannesburg and Camps Bay
Countries Int’l Cities
9.6%
9.1%
8.2%
8.2%
7.1%
5.6%
3.6%
3.0%
2.7%
2.6%
China
Italy
France
Germany
United Kingdom
Spain
Japan
India
Brazil
Canada
11.2%
5.3%
1.8%
1.8%
1.8%
1.8%
1.6%
1.6%
1.3%
1.0%
Cape Town Central, South Africa
Johannesburg, South Africa
Camps Bay, South Africa
Durban, South Africa
Stellenbosch, South Africa
Franschhoek, South Africa
Sun City, South Africa
Knysna, South Africa
Pretoria, South Africa
Simon's Town, South Africa

22. Source: TripAdvisor internal session data
Top South Africa Destinations, Domestic Travel
o Cape Town absolutely dominates as the top South Africa travel
destination for people already in South Africa.

23. Top Other Destinations Viewed
SA IPs
Source: TripAdvisor Internal Site Data, Mar 2014 – Feb 2015
o The data below reflects the top 10 Countries and top 10 Cities viewed by SA users who also viewed
South Africa
o The country viewed most by SA users only who also viewed South Africa content was the United States
followed by the United Kingdom and Mozambique
o Likewise, the international city that was viewed the most by SA users who also viewed South Africa was
London, followed by Dubai and Victoria Falls
Countries Int’l Cities
11.5%
7.8%
5.3%
5.0%
4.6%
4.5%
3.6%
3.1%
2.9%
2.7%
United States
United Kingdom
Mozambique
Thailand
Tanzania
Namibia
Italy
Botswana
France
Caribbean
12.6%
10.2%
9.2%
7.9%
7.8%
6.1%
5.5%
4.6%
4.3%
4.0%
London, United Kingdom
Dubai, United Arab Emirates
Victoria Falls, Zimbabwe
New York City, NY, USA
Paris, France
Maputo, Mozambique
Swakopmund, Namibia
Windhoek, Namibia
Bangkok, Thailand
Rome, Italy

24. Inspiration > Planning > Travel > Review
Meet South Africa Hub with SAT
Mock-ups for custom hub on TripAdvisor domains in Australia, USA, India, Brazil, Germany, France, Italy and UK

25. Gauteng Tourism Administration – “Stay Another
Day” Microsite
• Inspiring travellers already
sold on South Africa to plan on
exploring Gauteng rather than
just using it as a transport hub
• Mixing GTA’s images and
videos with the best of
TripAdvisor’s user generated
content

26. WHAT SHOULD A SMART BUSINESS OWNER BE
DOING?

27. Inspiration > Planning > Travel > Review
Source: comScore February 2014
Register With the Management Centre
www.tripadvisor.co.za/owners

28. Inspiration > Planning > Travel > Review
Encourage Reviews

29. Inspiration > Planning > Travel > Review
TripAdvisor Reviews are Overwhelmingly
Positive

30. Key factors that influence your popularity
QUALITYRECENT REVIEWSQUANTITY

31. Inspiration > Planning > Travel > Review
Write Management Responses

32. Inspiration > Planning > Travel > Review
Seeing a Management Response to
Reviews is Important
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.

33. Inspiration > Planning > Travel > Review
How Is South Africa Doing??
53% of accommodation owners have registered with
the management centre. This increases to 67% if we
look at accommodation rated 3.5+ bubbles
25% of South African properties listed have been
reviewed in the last 30 days
Out of those properties reviewed in the last month,
only 23% have posted management responses

34. Inspiration > Planning > Travel > Review
Add Photos and Videos

35. Inspiration > Planning > Travel > Review
Be Active in the Forums
Over 90% of Forum posts
are replied to in under 24
hours.
Engage and makes sure
that the best, most
accurate info is presented
for your destination.

36. Inspiration > Planning > Travel > Review
Use TripAdvisor Insights in Your Industry
Education –
Each segment is comprised of consumers who demonstrate
interest in, or an intent to book a specific trip type (i.e. beach,
ski, business, family) or travel budget level (i.e. luxury, budget)
TripAdvisor’s New Online
Educational Tool for Travel
Industry Professionals
www.tripadvisor.co.za/Trip
AdvisorInsights

37. Inspiration > Planning > Travel > Review
The Impact That TripAdvisor Has On Local
Communities