Trip Advisor (2011)


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Presentation by Helena Egan from Trip Advisor at the E-Tourism Africa Summit 2011 in Cape Town

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  • Our travelers It really is all about the user journey, they think about: Where to go, How to get there, where to stay and what to doClick 1    Where to go (Inspiration 30-40%)Destination pages and forum pages +71k cities We did an internal survey of our members and found that 32% of our users are looking at TripAdvisor for inspiration on which destination in the world to go to. To back this up further we have also carried out studies with an OTA that found that when we served display advertising directly into a series of specific destinations 47% of the users ended up purchasing a different destination from the one first researched ** all this data is further outlined in the appendixClick 2    How to get there (Inform & Research 60-70%)Seat Guru and Flight Meta Since our launch in 2000 we have built out an ever increasing number of ways for travelers to research their modes of transport from flights search, flights meta, seatguru, which allows you to find the best seat on the aircraft and Cruise Critic for the ever expanding cruise industryClick 3    Where to stay Business Travel & New filter graphic +460k hotels This was very much the heart of our content in 2000 but as you can see we are now much more than just hotel reviews however the scale of our content now reaching +40m reviews and opinions has allowed us to incorporate new functionality beyond filtering by price and star rating. You can now filter reviews by people who were on a similar type of holiday to you. E.g. Romance, Family, Couples, Business etc. We have also more recently been expanding into the holiday rental sector as well to make sure that we can offer a user the choice between a B&B, a Big Chain Hotel, a villa to a boutique hotel.Click 4    What to do Mobile App Graphic +640k attractions and restaurants on the site This is also a core section of the site and we have over 640k restaurants and attractions on TA now This content is great for the TripAdvisor travelers but is also fantastic in the Social Media and Mobile environments for people in their home markets as well as when travelling
  • Change to specific country
  • Social key initiative for TA – we are working on products to enable users to tap into the wisdom of their friendsOn siteMillions of FB users connecting per month and seeing friend content relevant to the cities they are planning their trips toFB users are more engaged – they are doing more of the things we want on the site, spending more time, viewing more pages, etc.FB users are 2x more likely to contribute contentOff site – Cities I’ve Visited Facebook appContinues to be engaging app on the platformMore than 20 million users1.5 billion pins added
  • This is great information for a creative on TA for the hotel industry, if you want to boost interaction and conversion rates it looks like that you should consider: Layering in the review/rating that your property has on TA. Examples are Hilton and Sol Melia in Europe using their ratings and our brand on the CPM creative If you have a good location you might want to show a map on a creative rotation to showcase the property next to great attractions or restaurants etc in the area
  • In the last week of August, “Reviews at a glance” debuted on all of TripAdvisor’s English-language domains. The feature appears on more than 20,000 properties – any property that has received at least 50 reviews in the last two years. The two-to-three word statements that appear most often in their reviews are displayed, in order of frequency. Travelers can click down on any of the terms to see the reviews behind them and gather more detail.
  • People were asked which social media tools they expected companies to use. 40% of consumers expected onsite reviews of products and services
  • Trip Advisor (2011)

    1. 1. TripAdvisor<br />E-Tourism Summit Africa<br />Helena Egan<br />15 September 2011<br />Sept 2011<br />
    2. 2. Agenda<br />TripAdvisor & market changes<br />Modern traveller on TripAdvisor<br />What does this all mean to you<br />
    3. 3. TripAdvisor Media Group<br />3<br /><br />Sept 2011<br />
    4. 4. TripAdvisor – 30 domains, 21 languages<br />4<br /><br /><ul><li> 495.000 hotels
    5. 5. 145.000 attractions
    6. 6. 689.000 restaurants
    7. 7. 89.000 destinations
    8. 8. +50 million monthly unique users
    9. 9. +20 million registeredmembers
    10. 10. +50 million reviews
    11. 11. 23 reviews & opinions postedevery minute</li></ul>Source: ComScore e TripAdvisor August 2011<br />Sept 2011<br />
    12. 12. TripAdvisor Unique Users<br />TripAdvisor is the Worlds largest travel site with 52m Unique Users<br />Europe<br />20.4m<br />North <br />America<br />15.4m<br />Middle East<br />& <br />Africa<br />3.4m<br />APAC<br />9.9m<br />LATAM<br />2.9m<br />Sept 2011<br />
    13. 13. TripAdvisor – Worldwide <br />The world’s largest travel website and another record traffic month!<br />TripAdvisor is:<br />+53% larger than Expedia<br />+69% larger than Yahoo Travel<br />Sept 2011<br />
    14. 14. Our Travellers – Your Potential Customers<br />It is all about the user journey<br />Inspiration<br />Where to go?<br />How to <br />get there?<br />Where to stay?<br />Travel<br />Country<br />What to do? <br />Book<br />Research<br />Sept 2011<br />
    15. 15. Augmented reality & cool stats…<br />Sept 2011<br /><ul><li>10 million unique monthly visitors on mobile &tablet in May 2011
    16. 16. iPadapp number 1 free travel app in Apple App Stores in 85 countries
    17. 17. TripAdvisor apps are available in more than 123 countries</li></li></ul><li>South Africa on TripAdvisor<br />Sept 2011<br />2009 average <br />monthly <br />pageviews: <br />1.4million<br />2010 average <br />monthly <br />pageviews: <br />1.7million<br />2011…average so far:<br />2million<br />Visual Sciences Sept 2010<br /> Hotels: 1.086 , B&Bs: 1.451, Self Catering: 812 , Restaurants: 1,451 Things to Do: 883<br />Cape Town<br />Helena Egan<br />
    18. 18. South Africa – Seasonality of Pageviews<br />2009-2011 stats – TripAdvisor Worldwide Pageviews South Africa<br />Visual Sciences 2010<br />Cape Town<br />Helena Egan<br />Sept 2011<br />
    19. 19. Growth of the social networking <br />eMarketer Jan 2011<br />Cape Town<br />Helena Egan<br />Sept 2011<br />
    20. 20. TripAdvisor Working With Facebook<br />TripAdvisor Internal data Q3 2010<br />Sept 2011<br />+20m active users<br />+1.5 billionpins!<br />+5m new pins every day <br />
    21. 21. Friends’ opinion matters…<br />JWT Intelligence July 2011<br />Cape Town<br />Helena Egan<br />Sept 2011<br />
    22. 22. Instant personalisation<br />Facebook users are 2 x more likely to contribute content<br />Sept 2011<br />
    23. 23. Flight search with cool functionality<br />Sept 2011<br />
    24. 24. The Modern Traveller on TripAdvisor<br />
    25. 25. Holiday planning<br />17<br /><br />Inspiration<br />30-40%<br />Inspiration<br />30-40%<br />Inform & Research<br />60-70%<br />Review<br />Inform & Research<br />60-70%<br />This process takes <br />approximately 30days<br />Book<br />Travel<br />Book<br />Source: December 2009 TripAdvisor travel trends survey – 1,200 respondent<br />Advertiser feedback and Comscore / Google Study 2007<br />Cape Town<br />Helena Egan<br />Sept 2011<br />
    26. 26. TripAdvisor travellers choosing destination<br />Inspiration - Destination Selection<br />Sept 2011<br />47% <br />of our travellers book a different geo to the one they first started researching<br />32% <br />use TA at the beginning when I am looking to be inspired with a destination to visit**<br />39% <br />use TA at the beginning when I am choosing between destinations**<br />OTA report Q1 & Q3 2010<br />December 2009 TripAdvisor Travel Trends Survey – 1,200 respondents **<br />
    27. 27. When booking a hotel, which of the following<br />will be your biggest influence of purchasing decision in 2011?<br />Sept 2011<br />TripAdvisor Traveller Trends Survey – Q4 2010<br />
    28. 28. Travellers get more selective<br />TripAdvisor<br />Sept 2011<br />
    29. 29. Power of The Positive Opinion<br />Sept 2011<br />Average score is 3.90<br />TripAdvisor % of all reveiws Oct 2010<br />
    30. 30. What Does This All Mean to You? <br />
    31. 31. What do the travellers want to see…<br />Sept 2011<br />
    32. 32. Register to the Owner Centre…it’s FREE!<br /><br />TripAdvisor<br />Sept 2011<br />
    33. 33. Manage your presence on TripAdvisor<br />Sept 2011<br />
    34. 34. Add content to your site…<br />Sept 2011<br />
    35. 35. Sept 2011<br />Add your photos & videos<br />Example:<br />Tourism Turkey<br /><ul><li>14 videos currently loaded
    36. 36. 55k video views
    37. 37. Rating of 4.2 average viewer</li></li></ul><li>Add your details to Traveller Articles<br />Sept 2011<br />
    38. 38. Be active in the forums<br />Sept 2011<br />90% of the forum <br />posts are responded to<br />in 24hrs!<br />South Africa FORUMS: <br />Topics:<br />19,660<br />Posts:<br />118,929<br />
    39. 39. How can I get better presence…<br />Sept 2011<br />If I was considering two comparable properties, the presence of management responses on one would sway me in its favor.<br />
    40. 40. Do respond!! <br />Sept 2011<br />
    41. 41. But often the community self-regulates too…<br />Sept 2011<br />
    42. 42. What would consumers like to see on your site<br />Whichsocialmedia tools do you expect companies to use?<br />Source: <br />UK Customer Satisfaction Index, July 2010<br />UK Customer Satisfaction Index, July 2010<br />Sept 2011<br />
    43. 43. Samples on who is already using UGC…<br />Turisme Barcelona<br />Deutschland Tourismus<br />Sept 2011<br />
    44. 44. And what do Consumers really think about it?<br />Case study: Visit Scotland<br /> users agree:<br />81% : TripAdvisor reviews are appropriate<br />79%: TripAdvisor reviews are useful <br />72%: TripAdvisor reviews enhancecredibility<br />53%: More likely to book on<br /> Base - all who have seen Tripadvisor reviews on<br />Sept 2011<br />
    45. 45. Traveller Forums on your site!<br />Sept 2011<br />
    46. 46. Get more reviews – enrich your content<br />Barcelona Turisme: hotel, attraction and restaurant reviews<br />Sept 2011<br />
    47. 47. Three powerful forces transforming travel<br />Content<br />Mobile<br />Social<br />Real Opinions<br />Recent<br />Relevant to you<br />Friend Graph<br />Sharing<br />Consumption<br />Always Available<br />Location Based<br />Socially Aware<br />Sept 2011<br />
    48. 48. Take-aways….<br />Sept 2011<br />Note to self: <br />Register with the new Management Center today– FREE!<br />Upload photos and videos to TripAdvisor – FREE!<br />Use reminder tools to encourage guests to write reviews – FREE!<br />Sign up for new review notification and respond to reviews – FREE!<br />Add TripAdvisor content to your website with badges and widgets – FREE!<br />
    49. 49. Thank you<br />Helena Egan<br />Head of Destination Marketing Sales<br />Europe, Middle-East, Africa & Asia<br />Tel. +44 7714 765 154<br />Email:<br />Victoria Delany<br />Sales Manager Destination Marketing<br />Africa, Turkey & Eastern Europe <br />Email<br />Sept 2011<br />
    50. 50. Sept 2011<br />