1. The power of ratings – Justin Reid
What the world thinks of Moray Speyside and how everyone can get the most
out of it!
2. 2
About me
o Justin Reid
o Head of Destinations for Europe,
Middle East and Africa
o Previously 12 years as Head of
Digital at VisitBritain
o 2 gorgeous sons
o Like running
o Twitter: @justinreid123
o Though feel free to tweet
@justinreid
3. o TripAdvisor Overview
o Scotland insights on TripAdvisor
o Moray Speyside insights on TripAdvisor
o Stars of Moray Speyside tourism
o Using Reviews to Power your Business
| Agenda
4. 4
TripAdvisor: The World’s Largest Travel Site*
Source: comScore Media Metrix for TripAdvisor Sites, worldwide, May 2016
**Source: TripAdvisor log files, Q2 2016
Users have downloaded TripAdvisor apps more than 340 million times
GOE S L I V E
1 M I L L I ON
Reviews & Opinions
2 0 0 0
2 0 M I L L I O N M ON TH LY
Unique Visitors
2 0 0 5
3 5 M I L L I O N
Reviews & Opinions
2 0 0 8
5 0 M I L L I O N M ON TH LY
Unique Visitors
2 0 1 0
OV E R 1 . 5 M I L L I ON
Businesses Listed
2 0 11
7 5 M I L L I ON
Reviews & Opinions
2 0 1 2
1 0 0 M I L L I ON
Reviews & Opinions
2 0 1 3
6. 6
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!
From “look” to “book” on TripAdvisor
14. 14
Where does Moray fit in the wider Scotland
conversation?
1. Edinburgh 16.2 million
2. Glasgow 9 million
3. Aberdeen 2 million
4. Inverness 1.9 million
5. Dundee 1.2 million
6. Moray 1.1 million
15. 15
Top 15 markets viewing Moray in last 3 years
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
16. 16
Top 15 markets viewing Moray in last 3 years
0
20,000
40,000
60,000
80,000
100,000
120,000
18. 18
Top 20 Markets Viewing Moray On Mobile
Source: TripAdvisor internal data
Date range: Apr 2016 – Mar 2017
19. 19
Who are Moray’s Competitors ?
o Globally
• London
• Paisley
• East Kilbride
• New York
City
• Manchester
o Outside Scotland
• London
• New York City
• Manchester
• Liverpool
• Dublin
o Discount UK
residents
• London
• Dublin
• Amsterdam
• Paris
• Isle of Skye
• Belfast
• New York City
21. 21
The Power of Reviews for Hotels
96%
83%
consider reading reviews important
when planning and booking hotels
will “usually” or “always” reference
TripAdvisor reviews before making a
booking decision on a hotel
Source: 2015 ‘Custom Survey Research Engagement’ conducted by Phocuswright on behalf of TripAdvisor. .
22. 22
The Power of Reviews for Restaurants and
Attractions
85%
79%
will “usually” or “always” reference
TripAdvisor reviews before booking a
restaurant
will “usually” or “always” reference
TripAdvisor reviews before deciding
on an attraction to visit
Source: 2015 ‘Custom Survey Research Engagement’ conducted by Phocuswright on behalf of TripAdvisor. .
23. 23
Understanding the motivation to share
People want to share positive experiences and pay it forward for the
advice they received from others
73% 70%4 out of 5 of TripAdvisor users
wrote a review in the
past year because they
received good advice
from reviews and
wanted to give back to
the community
of TripAdvisor users
report that they wrote
a review in the past
year because they
wanted to share a
good experience with
travellers
is the average
bubble rating on
TripAdvisor
