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The Social Media Revolution

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WHR Web Hotel Revenue 2010

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The Social Media Revolution

  1. 1. TripAdvisor& The Social Media Revolution WHR 2010 5 April 2012
  2. 2. Agenda 2 TripAdvisor.com Understanding TripAdvisor TripAdvisor Becoming More Social What Does This Mean For You? Summary
  3. 3. I Understanding TripAdvisor
  4. 4. TripAdvisor Expanding All The Time TripAdvisor.com TripAdvisor is the Worlds largest travel site with 35.3m Unique Users North Europe America 13.3m 11.3m Middle East & APAC Africa 6.8m LATAM 1.9m 2.0mSource: Comscore September 2010 5 April 2012
  5. 5. Understanding Who Are Our Users? 5 TripAdvisor.com Annual Salary by Household Upmarket SEL1-2 Adults 25-54 30% 25% 25% 22% €5k-20k 20% 17% 15% 21% +€55k 15% 12% 33% 10% 8.75% 5% €20k-35k 23% 0% 15-24 25-34 35-44 45-54 55-64 65+ €35k-55k 23% 35% 32% 300 30% 27% 28% 250 25% 200 20% 13% 150 15% TripAdvisor family income 100 10% 5% 50 +€75k Index 207 0% 0 SEL 1 (Top 10%) SEL 2 (Next SEL 3 (Next SEL 4 (Next 20%) 30%) 40%) % of TripAdvisor EU IndexSource: TGI EU Data R2 2010 5 April 2012
  6. 6. Our Travellers 6 TripAdvisor.com It is all about the user journey Where to go? How to What to do? get there?Things toInteractive MapCitySeatGuru do Your Cruise Critic Preferences Trip Friends Country Where to stay? 5 April 2012
  7. 7. 7 I TripAdvisor Going More Social5 April 2012
  8. 8. TripAdvisor Working With Facebook TripAdvisor.com+5m monthly active users+1 billion pins!+5m new pins every day Source: TripAdvisor Internal data Q3 2010 5 April 2012
  9. 9. Exposing New Content - TripFriends 9 TripAdvisor.comOpening up the wisdom of your friends 5 April 2012
  10. 10. 10 I What Does This Mean For You?5 April 2012
  11. 11. What Does This All Mean To You? TripAdvisor.com Deliver Monitor Advertise Engage Promote 5 April 2012
  12. 12. Monitor – Your Owners’ Center 12 TripAdvisor.com www.tripadvisor.com/ownersWhat are thecompetitiondoing rightand wrong? 5 April 2012
  13. 13. Engage 13 TripAdvisor.comWith our site and our usersPassive Engagement Load up new photo and video content Update your property informationActive Engagement Management Response Tool Solicit more reviews Engage users in the TripAdvisor Forums & Tripfriends 5 April 2012
  14. 14. Promote 14 TripAdvisor.comBroadcast the factthat travellers enjoyyour product 5 April 2012
  15. 15. 15I Summary
  16. 16. Summary 16 TripAdvisor.com Travellers trust UGC sites like TripAdvisor New features are making travel more personal and more relevant Travel companies can really work in this space to help the travellers and so in turn help your brands When you combine what we have discussed today with the ever growing usage of mobile you will see even more new ways to engage with the traveller You can strategically work with TripAdvisor to help build your business now and for the long-term 5 April 2012
  17. 17. 17 THANK YOU5 April 2012

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