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2a HSMAI 2015
Strategy Conference
Brian Payea
Head of Industry Relations, TripAdvisor
Help travelers around
the world plan and
book the perfect trip
TripAdvisor Company Meeting, January
2015
The TripAdvisor Journey
Brochure photoWhat travelers saw
First, a search engine,
then we added a review button
…the rest is history
Write a Review
Secret to Our Success: User Generated Content
Travelers are happiest
while planning their trip
Engaging Our Community,
All Pulling Together
user contributions
every minute
unique monthly visitors*
million
reviews and opinions
million
*Source: Google Analytics, a...
Accommodations >3.5/5.0: 56%
Registered accommodations: 28%
Traffic increase YOY: 52%
Average review rating: 4.02
Global s...
12
Highly engaged hotels see more results on TripAdvisor
Atmosphere Research Group study links engagement and performance
...
The
“Virtuous
Circle” of Guest
Engagement
Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere...
14
Hotels that ask for reviews perform even better
Systematic review collection amplifies “Virtuous Circle” benefits
Highl...
15
The Life Cycle of the Traveller
• More than 60% of travelers start researching their trip more than four
weeks out from...
Top factors that drive the most traveler
engagement on hotel pages:
Number of photos
Methodology
1For the purpose of this ...
Personalization
How it works
• Travelers search for hotels
by destination and filter
results based on travel
preferences (...
• 190MM app downloads
• 50% of TripAdvisor traffic through mobile
• Full functionality plus:
o Offline maps and downloadab...
20
What’s your mobile strategy?
Small screens are a big priority
Source: “Traveler Technology Survey 2014” Phocuswright, J...
21
Make the right call
Your Business Listing powers mobile acquisition
Source: “Traveler Technology Survey 2014” Phocuswri...
22
Telephone lead management
o Track telephone sales
leads
o Includes number of calls
and estimated bookings
generated
o A...
INSTANT BOOKING - BACKGROUND
24
How did we arrive at Instant Booking?
Source: TA internal data
o TRIP Mobile traffic growing 200% YoY
o 195MM App Downl...
25
How did we arrive at Instant Booking?
o Users lose
momentum when
leaving TRIP mobile
web/app to book on
partner sites.
...
26
Meta Search
DESKTOP INSTANT BOOKING
• Target motivated desktop users with a simple and efficient booking flow
27
Thank You!
30
Trip advisor hsmai brasil 2015
Trip advisor hsmai brasil 2015
Trip advisor hsmai brasil 2015
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Trip advisor hsmai brasil 2015

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Brian Payea

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Trip advisor hsmai brasil 2015

  1. 1. 2a HSMAI 2015 Strategy Conference Brian Payea Head of Industry Relations, TripAdvisor
  2. 2. Help travelers around the world plan and book the perfect trip
  3. 3. TripAdvisor Company Meeting, January 2015 The TripAdvisor Journey
  4. 4. Brochure photoWhat travelers saw
  5. 5. First, a search engine, then we added a review button …the rest is history Write a Review
  6. 6. Secret to Our Success: User Generated Content
  7. 7. Travelers are happiest while planning their trip
  8. 8. Engaging Our Community, All Pulling Together
  9. 9. user contributions every minute unique monthly visitors* million reviews and opinions million *Source: Google Analytics, average monthly unique users, Q3 2014; does not include traffic to daodao.com TripAdvisor members million
  10. 10. Accommodations >3.5/5.0: 56% Registered accommodations: 28% Traffic increase YOY: 52% Average review rating: 4.02 Global site average review rating: 4.12 Brazil’s TripAdvisor accommodation footprint TripAdvisor.com site data 2014
  11. 11. 12 Highly engaged hotels see more results on TripAdvisor Atmosphere Research Group study links engagement and performance What makes a hotel highly engaged on TripAdvisor? o At least one active, verified owner o 10+ Management Photos on their listings o 25%+ of reviews receive a Management Response How highly engaged hotels perform over others: Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015
  12. 12. The “Virtuous Circle” of Guest Engagement Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015
  13. 13. 14 Hotels that ask for reviews perform even better Systematic review collection amplifies “Virtuous Circle” benefits Highly engaged hotels that prompt every guest to write a review with tools like the TripAdvisor Review Collection Platform (RCP) see: o Up to 80% more reviews per month over previous numbers o POP ranking visibility to 3 of every 4 travelers exploring their markets Other key performance metrics of highly engaged hotels using RCP: Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015
  14. 14. 15 The Life Cycle of the Traveller • More than 60% of travelers start researching their trip more than four weeks out from the day of booking 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, WoM Week -20+ “Not Yet Ready” 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. Already thinking about next trip! Source: Comscore Consumer Path to Purchase – December 2014
  15. 15. Top factors that drive the most traveler engagement on hotel pages: Number of photos Methodology 1For the purpose of this study, TripAdvisor analyzed data for a sample of accommodation properties from the 25 most reviewed cities* on the site from 7 July to 7 August, 2014. The study reveals how review ratings change based on management response rates and the level of traveler engagement (defined as page views per session and booking enquiry clicks) relative to various content factors such as the number of reviews, photos, videos and rate of review responses from management. *Cities included in study sample are: London, Rome, Paris, New York City, Las Vegas, Barcelona, Orlando, Milan, Florence, Bangkok, San Francisco, Istanbul, Amsterdam, Berlin, Madrid, Prague, Edinburgh, Venice, Chicago, Buenos Aires, Singapore, Dublin, Marrakech, New Orleans. Number of reviews in the past year Total number of reviews Management responses in the past year
  16. 16. Personalization How it works • Travelers search for hotels by destination and filter results based on travel preferences (style, location, amenities, etc.) • TripAdvisor algorithm factors in traveler’s prior TripAdvisor research and reviews • Personalized results are provided to help travelers find the best hotel based on their needs and interests
  17. 17. • 190MM app downloads • 50% of TripAdvisor traffic through mobile • Full functionality plus: o Offline maps and downloadable guides o “Near Me Now” functionality to find great local attractions and restaurants o Location-sensitive search Key Features: Improving Travel with the Smartphone
  18. 18. 20 What’s your mobile strategy? Small screens are a big priority Source: “Traveler Technology Survey 2014” Phocuswright, January 2015 Source: “Travel Flash Report” Criteo, September 2014 The opportunity: • 7 out of 10 travelers used a mobile device to book or plan travel last year* • 1 in 5 hotel bookings come from mobile The challenge: • Google’s mobile algorithm de-prioritizes search results that aren’t mobile-friendly • Optimizing mobile takes time, money and expertise
  19. 19. 21 Make the right call Your Business Listing powers mobile acquisition Source: “Traveler Technology Survey 2014” Phocuswright, January 2015 Mobile bookings are just a tap away: • Reach a broader audience Nearly 50% of TripAdvisor traffic is from mobile • Drive last-minute bookings With click-to-call functionality • Enable bookings in the top travel app 175 million downloads worldwide
  20. 20. 22 Telephone lead management o Track telephone sales leads o Includes number of calls and estimated bookings generated o Available in your monthly Business Listing report and Property Dashboard Nearly 60% of travel sales in 2014 were booked offline (such as over the phone)* *Source: PhoCusWright Included with your Business Listing
  21. 21. INSTANT BOOKING - BACKGROUND
  22. 22. 24 How did we arrive at Instant Booking? Source: TA internal data o TRIP Mobile traffic growing 200% YoY o 195MM App Downloads o Mobile now half of all TripAdvisor traffic 24
  23. 23. 25 How did we arrive at Instant Booking? o Users lose momentum when leaving TRIP mobile web/app to book on partner sites. o Different UI experiences in handoff leads to high bounce rates. o We asked - “Is there a better way?” 25
  24. 24. 26 Meta Search
  25. 25. DESKTOP INSTANT BOOKING • Target motivated desktop users with a simple and efficient booking flow 27
  26. 26. Thank You!
  27. 27. 30

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