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TripAdvisor - People Make Glasgow Remarkable

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Tim Schofield, from Tripadvisor, the world’s leading travel site and number one trusted source of information for travelers, will share valuable experience and insight. Learn how you can take advantage of their website to your best advantage, including how to manage online listings and reviews.

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TripAdvisor - People Make Glasgow Remarkable

  1. 1. PEOPLE MAKE GLASGOW : REMARKABLE Tim Schofield, Tripadvisor
  2. 2. Glasgow Summer 2014
  3. 3. o TripAdvisor Profile o TripAdvisor Reach o User Engagement o Glasgow Content o TripAdvisor for Business Management Centre – Engaging Users o Key Learnings Contents
  4. 4. World’s largest travel site We help travelers around the world plan and have the perfect trip!
  5. 5. TRIPADVISOR REACH
  6. 6. TripAdvisor Reach The World’s Largest Travel Site 43 Domains in 26 Languages
  7. 7. TripAdvisor Reach The World’s Largest Travel Site NORTH AMERICA 23% LATAM 9% EUROPE 43% MIDDLE EAST & AFRICA 4% APAC 21% Source: comScore April 2014
  8. 8. TripAdvisor Reach • * Source: Google Analytics, average monthly unique users, Q1 2014; does not include traffic to daodao.com user contributions every minutebusinesses listed million Million Destinations are on the site thousand * Unique monthly visitors
  9. 9. TripAdvisor Reach Average rating of global reviews million Downloads of our apps million Traveller photos submitted million reviews and opinions are live on our site
  10. 10. USER ENGAGEMENT
  11. 11. TripAdvisor User Engagement The Vast Majority of Reviews are Positive Percentage of all ratings, December 2012
  12. 12. TripAdvisor User Engagement Impact of Social Media on Destination Websites Source: *Benchmarking the impact of Social Media on Tourism Websites PhoCusWright November 2012 Most social media traffic comes from four sources: Facebook, TripAdvisor, Twitter and Pinterest 2-7% of total website visits are generated directly from social media. TripAdvisor drives more consumers (on average), who spend more time and view more pages. While most social visitors are focused at the task at hand, visitors from TripAdvisor are still searching for information.
  13. 13. TripAdvisor User Engagement The World’s Largest Travel Site TripAdvisor Global Research Panel: May 2012 HOW USERS DECIDE WHERE TO GO 76% use TripAdvisor to research multiple destinations 75% have a general region in mind and use TripAdvisor to compare destinations 40% recall booking a different destination
  14. 14. GLASGOW CONTENT
  15. 15. TripAdvisor – Glasgow Content The World’s Largest Travel Site o Hotels – 90 o B&B’s and Inns – 36 o Holiday Rentals – 305 o Restaurants – 1,732 o Attractions – 456 o Reviews – 189,816 o Forum Topics – 29,153
  16. 16. Top 20 Markets Viewing Glasgow o In the last 12 months, the Scottish market made up 34% of all views on TripAdvisor o England is the largest market viewing Glasgow content, followed by the US and Canada o Brazil, Iceland and Norway had the fewest views of Glasgow out of the 20 largest international markets 69.6% 25.6% 8.5% 6.4% 5.3% 4.7% 4.7% 4.4% 4.1% 3.0% 2.9% 2.5% 1.9% 1.7% 1.3% 1.3% 1.3% 1.2% 1.1% 1.0% England United States Canada Australia Ireland Germany Spain France Italy China India The Netherlands New Zealand Singapore Northern Ireland Japan Switzerland Brazil Iceland Norway Top 10 TripAdvisor Market* Top 20 TripAdvisor Market 34% 66% Scotland All Others *In terms of total TripAdvisor page views in the last 12 months Source: TripAdvisor Internal Site Data
  17. 17. Top 20 Destinations Viewed by Glasgow o In the last 12 months, Glasgow got 28% of the Scottish market views on TripAdvisor o Outside of Scotland, Spain received the most views from Glasgow, followed by England and the US o Glasgow show less interest for countries such as Tunisia and Croatia 29% 13.6% 11.5% 6.4% 6.0% 4.8% 4.8% 4.0% 3.5% 2.8% 2.3% 2.2% 2.2% 1.9% 1.7% 1.6% 1.4% 1.4% 1.1% 1.0% Spain England United States Turkey Italy Greece France Portugal Northern Ireland Ireland Caribbean Egypt Mexico Thailand The Netherlands Germany Cyprus United Arab Emirates Tunisia Croatia Top 10 TripAdvisor Country* Top 20 TripAdvisor Country 28% 72% Scotland All Others *In terms of total TripAdvisor page views in the last 12 months Source: TripAdvisor Internal Site Data
  18. 18. % Growth in Share of Glasgow Views o Year over year, China and New Zealand not only represent a large portion of TripAdvisor’s total Glasgow views, but the share of their total audience with one or more views of Glasgow also grew significantly o However, 12 out of the 20 largest countries viewing Glasgow made up a lower share of views in the last 6 months versus the same period the year before, such as Brazil, Italy and Poland *In terms of total TripAdvisor page views in Dec 2012 - May 2013 vs. Dec 2013 - May 2014 Source: TripAdvisor Internal Site Data Top 10 Market*, Glasgow growing share Top 20 Market, Glasgow growing share Top 10 Market, Glasgow losing share Top 20 Market, Glasgow losing share +122% +67% +55.4% +48% +38% +7% +4% +4% -2% -3% -7% -12% -13% -18% -20% -20% -24% -26% -39% -47% China New Zealand Singapore India Spain United States Australia Ireland Canada Japan Germany Belgium Switzerland The Netherlands France Norway Sweden Brazil Italy Poland
  19. 19. Top Other Destinations Viewed Source: TripAdvisor Internal Site Data, Jan – May 2014 The data below reflects the top 10 Countries and top 10 Cities viewed by users who also viewed Glasgow 20.9% 9.7% 7.2% 6.7% 4.0% 3.6% 3.6% 3.2% 2.5% 2.4% United States Spain Italy France Canada Ireland Germany Greece Caribbean Australia o The country viewed most by users who also viewed Glasgow content was the United States, followed by Spain and Italy o Likewise, the international city viewed most by users only who also viewed Glasgow content was New York City, followed by Paris and Dublin Countries 15.9% 7.4% 2.4% 2.2% 2.1% 2.1% 1.8% 1.8% 1.8% 1.7% Edinburgh, UK London, UK Aberdeen, UK Paisley, UK Stirling, UK Manchester, UK East Kilbride, UK Ayr, UK Inverness, UK Renfrew, UK Domestic Cities 5.5% 4.1% 3.4% 3.3% 2.9% 2.9% 2.7% 2.6% 2.6% 2.4% New York City, US Paris, FR Dublin, IE Amsterdam, Nl Orlando, FL, US Barcelona, ES Rome, IT Benidorm, ES Las Vegas, NV, US Dubai, UAE Int’l Cities
  20. 20. Top 20 Markets Viewing Glasgow On Mobile o Of the top 20 countries China, Ireland and The Netherlands have the highest share of Glasgow views from either a mobile device or a tablet o A full 63% of views of Glasgow content from China come from mobile devices, while 19% of all Glasgow views on TripAdvisor from Ireland and Australia are on a tablet * In terms of total TripAdvisor page views in the last 12 months Mobile Tablet 63% 22% 21% 28% 12% 19% 20% 21% 15% 15% 15% 10% 13% 15% 9% 14% 11% 10% 12% 6% 6% 19% 13% 6% 19% 13% 10% 8% 11% 10% 9% 14% 11% 8% 14% 8% 8% 9% 4% 8% 69% 41% 34% 34% 32% 31% 30% 29% 26% 25% 24% 24% 24% 23% 23% 22% 19% 19% 16% 14% China Ireland The Netherlands Japan Australia Norway Sweden Italy United States Switzerland Brazil Iceland Spain Singapore Canada Germany France Belgium India New Zealand
  21. 21. Mobile Is Replacing The Desktop in 2014 o Many countries began to show a strong shift into use of mobile devices to research Glasgow in 2013 – 2014, with China, the US and India showing the highest shifts o Ireland, New Zealand and Germany have the highest relative growth in using tablets researching for Glasgow destinations * In terms of total TripAdvisor page views in Dec 2012 - May 2013 vs. Dec 2013 - May 2014 Source: TripAdvisor Internal Site Data +831% +113% +109% +72% +64% +59% +48% +34% +20% -8% China United States India Canada Spain Germany Australia Ireland Italy The Netherlands Glasgow Page Views on Mobile +367% +205% +146% +112% +110% +105% +96% +79% +77% +69% Ireland New Zealand Germany Canada France Spain United States Australia Singapore The Netherlands Glasgow Page Views on Tablet
  22. 22. TRIPADVISOR FOR BUSINESS MANAGEMENT CENTRE – ENGAGING USERS
  23. 23. TripAdvisor User Engagement TripAdvisor - The World’s Largest Travel Site Your Overview
  24. 24. www.tripadvisor.co.uk/owners Find Your Listing TripAdvisor - The World’s Largest Travel Site
  25. 25. Manage Your Listing TripAdvisor - The World’s Largest Travel Site Free to use Tools
  26. 26. Review Express TripAdvisor - The World’s Largest Travel Site Generate More Reviews
  27. 27. www.tripadvisorinsights.com TripAdvisor - The World’s Largest Travel Site
  28. 28. www.tripadvisorinsights.com TripAdvisor - The World’s Largest Travel Site
  29. 29. www.tripadvisorinsights.com TripAdvisor - The World’s Largest Travel Site of global travellers say their booking decisions are impacted by online reviews of global hotels say reviews are important for bookings 93% 96% *Source: TripBarometer by TripAdvisor, an online survey conducted in Dec. 2012 – Jan. 2013 with 35,042 participants from 26 countries
  30. 30. TripAdvisor – Glasgow Content The World’s Largest Travel Site o 77% of all Glasgow Accommodations have Registered Owners o 70% are TripAdvisor Bubble Rated 3.5 or above o 74% of properties have been reviewed in the last 30 days o 28% of reviews have had management responses in the last 30 days
  31. 31. www.tripadvisorinsights.com TripAdvisor - The World’s Largest Travel Site Click here for video detailing Best Practice guidance
  32. 32. KEY LEARNINGS
  33. 33. Key Learnings • * Source: Google Analytics, average monthly unique users, Q1 2014; does not include traffic to daodao.com • ** Source: Benchmarking the impact of Social Media on Tourism Websites, PhoCusWright November 2012 • *** Source: TripAdvisor Global Research Panel 2012 TripAdvisor - The World’s Largest Travel Site o 260M Unique Monthly Visitors* engaging with 150 Million reviews and opinions for 4 Million businesses listed across 41 domains in 24 different languages o On average users spend five minutes and ten seconds on a tourism website when linking from TripAdvisor. That’s over three minutes longer then when they link from Facebook or Twitter.** o 76% of our users come to TripAdvisor to compare destination content. 41% of those users recall booking a different destination to the one they originally planned.***
  34. 34. Key Learnings TripAdvisor - The World’s Largest Travel Site o 74% of properties in Glasgow have been reviewed at least once in the last 30 days o Registering as a business owner is free of charge – As are the marketing tools that come with it o Driving more reviews is easier with Review Express and monitoring and responding to these reviews with Management Responses will deliver more trust for your business in the eyes of our users
  35. 35. What Our Clients Say William Price Global E-Marketing Manager South Africa Tourism “There’s no doubt that #TripAdvisor is the largest Destination Marketing Organisation in the world, and that is why we partner with them!”

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