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Inge bauwens tripadvisor


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Presentatie Online reputatie verbeteren op Destination'13

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Inge bauwens tripadvisor

  1. 1. Destination ‘13Making the most of your TripAdvisor Presence
  2. 2. TripAdvisor overviewTravel TrendsBelgium on TripAdvisorImproving your presence on TripAdvisorSwitzerland Case study
  3. 3. Inspiration > Planning > Travel > ReviewTripadvisor: The Largest Travel Site in The WorldOVER2.5MILLIONbusinesslisted in over116,000destinations20122011201020082005200075 MillionReviews &OpinionsOver 1.5 MillionBusiness Listed50 MonthlyUnique Visitors20 MonthlyUnique Visitors35 MillionsReviews &OpinionsTripAdvisorGoes Live1 MillionReviews &Opinions100MILLIONreviews &opinions60OVERusercontributionseveryminuteMILLIONunique visitorsa month57.32013100 MillionReviews &Opinions
  4. 4. Inspiration > Planning > Travel > ReviewSource: Comscore February 2013TripAdvisor Unique UsersTripAdvisor is the Worlds largest travel site with 57.3 Unique Users per monthEurope21.9mNorthAmerica17.7mLATAM4.7mAPAC10.7mMiddle East&Africa2.3m
  5. 5. Inspiration > Planning > Travel > ReviewSource: Comscore February 201367.56057.33643.25329.31623.95223.35720.60214.73914.50113.73913.14311.83211.1769.8909.7499.2928.5688.1487.7357.6487.4727.4300 10.000 20.000 30.000 40.000 50.000 60.000 70.000 80.000TripAdvisor Media InternationalYahoo! TravelAgodaHotels.comKayak.comIndian RailwaysPricelineSouthwest Airlines Co.MakeMyTripHomeAwayVoyages TravelDespegar SitesTravelocityRyanairTripAdvisor – WorldwideThe world’s largest travel websiteTripAdvisor is:+95% larger than Expedia+178% larger than Yahoo Travel
  6. 6. Inspiration > Planning > Travel > ReviewSource: Comscore February 2013TripAdvisorThe Largest Travel Media Site In EuropeEU Total 21.9mOther MarketsNetherlands 691KIreland 229K5.9m2.3m3.2m2.2m1.5m
  7. 7. Inspiration > Planning > Travel > ReviewSource: Comscore February 201325.77022.96021,9007.4537.2177.0085.8474.9834.9434.8974.2094.1193.2092.5252.1442.1212.1102.0971.9911.8731.6271.5641.4170 5.000 10.000 15.000 20.000 25.000 30.000Booking.comTripAdvisor Media GroupTripAdvisorExpediaRyanaireDreamsEasyJetTrivago SitesLastminuteOpodoHolidayCheckAir France-KLM GroupKayak.comZoover SitesThomsonRoutardBritish AirwaysLate RoomsThomas CookLonely PlanetAccorTravel ZooTravel SupermarketTripAdvisor – EuropeSecond biggest travel site behind Booking.comTripAdvisor is:+12.6% of the travel market+25.3% change YoY+76% larger than Expedia combined!
  8. 8. Inspiration > Planning > Travel > ReviewSource: Comscore February 20135373732232058976756762464641373024201614131090 100 200 300 400 500 600Booking.comTripAdvisorZoover SitesRyanairMSN TravelRoutardExpediaOpodoebookersAccorAccorLonely PlanetHolidayCheckEasyJetEuropcarLastminuteInterContinental Hotels GroupTrivago SitesAvis Budget GroupVirtual TouristEasy VoyageTripAdvisor - BelgiumSolid growth and now 2nd largest siteTripAdvisor is:+12% of the travel market+69% change 2 YoY
  9. 9. Travel Trends
  10. 10. Inspiration > Planning > Travel > ReviewTravel TrendsSource: *Online Travel BarometerTravolution 13 March 2013 - Affilinet survey EU platform• 57% book holidaysonline• 38% are influenced byrecommendations, 55%by Photos, 64% bydeals/promotions• 22 websites visitedbefore booking• 49% book throughcontent sites likeTripAdvisor• 450% increase in usingmobile for Travel info
  11. 11. The explosive mobile marketplace• 31 million TripAdvisormobile app downloads todate – 25 per min!• +45 million monthlyunique users• 190% YOY increase inmobile page views• TripAdvisor appsdownloaded in 90countries• 2nd most downloadedTravel App** Source: Distimo, 2011 data
  12. 12. The world’s largest travel site• FREE and works offline(no data roaming charges)• Restaurants, attractions, hotelsand reviews• Offline-accessible walking toursand insider tips• Available for iPhone and AndroidMobile City Guides - 80 popular cities to date
  13. 13. Inspiration > Planning > Travel > ReviewLatest Travel TrendsSource: *Online Travel BarometerTravolution 13 March 2013• Provide detailed information and reviews• Ensure your content is available for a broad range ofdevices – optimise for mobile• Feature upcoming destinations `
  14. 14. Inspiration > Planning > Travel > ReviewHOW OUR USERS DECIDE WHERE TO GO• 76% of respondents use TripAdvisor to researchmultiple destinations per trip planning cycle• 75% say that they do have a general regiondetermined and are using TripAdvisor to comparedestinations to fit the type of travel they want (i.e.beach vacation, city visit, etc.)• 40% say they recall booking a different destinationthan the one they originally started researching onTripAdvisor.TripAdvisor Global Research Panel: May 2012
  15. 15. Inspiration > Planning > Travel > ReviewConsumers TrustSource: Nielsen “Consumer Trust in Online, Social and Mobile Advertising Grows,” April 2012#192%trust recommendationsfrom people they know70%#2trust onlineconsumer opinion
  16. 16. Inspiration > Planning > Travel > ReviewTripAdvisor facebook integration - Tourism PageA wealth of new content isshown to the traveller aboutwhat your friends have beendoing and who has been tothe destination
  17. 17. Inspiration > Planning > Travel > ReviewTraffic from Social Media to Destination WebsitesSource: *Benchmarking the impact of Social Media on Tourism WebsitesPhoCusWright November 2012• Most social media trafficcomes from four sources:Facebook, TripAdvisor,Twitter and Pinterest• While most social visitorsare focused at the task athand, visitors fromTripAdvisor are stillsearching for informationTripAdvisor drives more consumers(on average), who spend more timeand view more pages on destinationwebsitesBased on third party research Nov 2012 by PhoCusWright
  18. 18. Belgium on TripAdvisor
  19. 19. Inspiration > Planning > Travel > ReviewSeasonalityBelgium
  20. 20. Inspiration > Planning > Travel > ReviewTop 10 markets1) US2) UK3) BE4) FR5) DE6) NL7) ES8) IT9) JP10) CA
  21. 21. Inspiration > Planning > Travel > ReviewBelgium Content1,198 Hotels2,305 B&B’s862 Holiday Rentals8,856 Restaurants1,440 Attractions243,312 Reviews24,073 Forum topics329 Traveller Articles111 Photos
  22. 22. The world’s largest travel sitezGrowth is never bymere chance; it isthe result of forcesworking together.-James Cash Penney
  23. 23. The world’s largest travel site0102030405060okt/03jan/04apr/04jul/04okt/04jan/05apr/05jul/05okt/05jan/06apr/06jul/06okt/06jan/07apr/07jul/07okt/07jan/08apr/08jul/08okt/08jan/09apr/09jul/09okt/09jan/10apr/10jul/10okt/10jan/11apr/11jul/11okt/11jan/12MillionsofReviews/OpinionsRapid content growth60 new content contributionsevery minute, every day
  24. 24. The world’s largest travel siteGrowing together:Manage yourpresence onTripAdvisor
  25. 25. The world’s largest travel site1234Register to the management CentreTrack reviews and ForumactivityBe active in the Forumand provide potentialcustomers with usefulinformationEnhance your website withTripAdvisor ContentManage your content onTripAdvisorPromoteEngageMonitorThe Management Centre can help you:
  26. 26. 1 Step 2Search and find your destination Fill in details and sign inHow to register to the Management Centre
  27. 27. The world’s largest travel site234Add your photos and videos
  28. 28. The world’s largest travel siteInspiration > Planning > Travel > ReviewAdd photos
  29. 29. The world’s largest travel siteInspiration > Planning > Travel > ReviewAdd photos
  30. 30. The world’s largest travel site234Add information to Traveller Articles
  31. 31. The world’s largest travel site4 Be active in the forum
  32. 32. Inspiration > Planning > Travel > ReviewForum topics Ypres
  33. 33. The world’s largest travel site56Integrate reviews and widgets on your site
  34. 34. The world’s largest travel site6 Add key content to your destination page
  35. 35. The world’s largest travel site7 Reach Mobile VisitorsMobile City Guides – add logo and tours free
  36. 36. Register with the Management Centre8 TripAdvisor Tips42Encourage reviewsIntegrate reviews and widgetsAdd Traveller ArticlesBe active in the forumSubscribe to the destination SponsorshipAdd tours to the mobile city guideAdd photos and videos12345678 Advertise on TA reaching the right audience
  37. 37. DMO Case StudySwitzerland
  38. 38. Switzerland Page Sponsorship + CPM Campaign
  39. 39. Inspiration > Planning > Travel > ReviewSwitzerland Summer Campaign UK & IESwitzerland and regional partners ofValais, St Moritz, Klosters and DavosPage Sponsorship for 12 months by Traffic Drivers targetingusers looking at Switzerland, Austria,France and Germany + adventureSwitzerland Travel System bannercampaign running alongsideBudget £ 41,000Campaign period sponsorshipJune 2012 – June 2013CPM Campaign early June – end JulySTS Campaign early June – end August
  40. 40. Inspiration > Planning > Travel > ReviewBudget:Campaign period:IP:Targeting:Key values:Result:Comments:Tourism Board Case Studysponsorship June 2012 – June 2013CPM Campaign early June – end JulySTS Campaign early June – end AugustSwitzerland, Austria, FranceAdventureCTR 0.28% - between 11,000 and 17,000 page views a monthPartner campaign with Switzerland and regional partners of Valais, St Moritz, Klosters,Davos and Swiss Travel System.£41,000UK & IESwitzerland Tourism
  41. 41. Inspiration > Planning > Travel > ReviewSwitzerland page sponsorship
  42. 42. Inspiration > Planning > Travel > ReviewSwitzerland Traffic Drivers
  43. 43. Inspiration > Planning > Travel > ReviewTraffic drivers placement
  44. 44. Inspiration > Planning > Travel > ReviewSwitzerland testimonialThe TripAdvisor platform is one of the most important sources for people to getinformation and inspiration about Switzerland. Being able to promote our content and ourwebsite through this channel has been key to Switzerland Tourism.The cooperation with Trip Advisor delivers a high quality audience and has a measurableimpact on our goal to promote Switzerland.Katja Walser, Switzerland Tourism