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60 Million Reasons to Get InvolvedMaking the most of your TripAdvisor® presenceVictoria Delany, Destination Marketing Sale...
The 3 powerful forces transforming online travel   Content                                Social          Mobile   Real Op...
TripAdvisor, Inc.                     3Kenya   31 March 2012   Victoria Delany
Over in60million                     1.5 different languages     30Over 50 reviewed in million           domains 21 millio...
TripAdvisor                                                                        5                                      ...
TripAdvisor Unique Users     TripAdvisor is the Worlds largest travel site with 51.4m Unique Users             North      ...
Kenya on TripAdvisor                                                                           7                          ...
Seasonality of Kenyan Content Pageviews                                       8      2009 - 2011 stats – TripAdvisor World...
Facebook                        20072007 Instant CIV Iapplike check-ins…                             launch of Facebook on...
MobileCan you rememberwhen you last leftyour house withoutyour mobile phone…Mobile usage on socialnetworks in top 5Europea...
Constant change forces us to move fastStreet View                               Live View   My SavesKenya   31 March 2012 ...
NEW STUFF!!! Mobile City Guides        12Kenya   31 March 2012   Victoria Delany
Tour Screenshots                       13Kenya   31 March 2012   Victoria Delany
The power of UGC2011 Forrester Research**                - 81% travellers said reviews were important                when ...
Power of The Positive Opinion                                                                   47%          Average Score...
When booking a hotel, which of the following    will be your biggest influence of purchasing decision in 2011?            ...
What do the travellers want to see…Kenya   31 March 2012   Victoria Delany
Register on the Management Centre…it’s FREE!                        www.tripadvisor.com/ownersKenya   31 March 2012   Vict...
Manage your presence on TripAdvisorKenya   31 March 2012   Victoria Delany
Should I respond to reviews…If I was considering two comparable properties, thepresence of management responses on one wou...
YES - Do respond!!Kenya   31 28/09/2011           March 2012   Victoria Delany
Manage your presence on TripAdvisorKenya   3 April 2012   Victoria Delany
Who is already using UGC…Kenya    31 March 2012   Victoria Delany
DMOs & TAKenya   31 March 2012   Victoria Delany
Thank youVictoria DelanyDestination Marketing Sales ManagerEmail: vdelany@tripadvisor.comKenya   28/09/2011   Victoria Del...
THANK YOU28/09/2011
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Trip Advisor 2012

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Presentation by Victoria Delaney from Trip Advisor at E-Tourism East Africa Conference March 2012

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Trip Advisor 2012

  1. 1. 60 Million Reasons to Get InvolvedMaking the most of your TripAdvisor® presenceVictoria Delany, Destination Marketing Sales Manager, EMEA 28/09/2011
  2. 2. The 3 powerful forces transforming online travel Content Social Mobile Real Opinions Friend Graph Always Available Recent Sharing Location Based Relevant to you Consumption Socially AwareKenya 31 March 2012 Victoria Delany
  3. 3. TripAdvisor, Inc. 3Kenya 31 March 2012 Victoria Delany
  4. 4. Over in60million 1.5 different languages 30Over 50 reviewed in million domains 21 million Over million 20 businesses unique monthly visitors worldwide members worldwideunbiased reviews and opinions of hotels, restaurants Over attractions and 100,000 destinations z 4
  5. 5. TripAdvisor 5 TripAdvisor.com• +50 million monthly unique users • 555,000+ hotels• +20 million registered members • 175,000+ attractions• +60 million reviews • 780,000+ restaurants• 40 travel reviews & opinions posted every minute • 100,000+ destinationsof every day Source: ComScore, Jan 2012 Kenya 31 March 2012 Victoria Delany
  6. 6. TripAdvisor Unique Users TripAdvisor is the Worlds largest travel site with 51.4m Unique Users North Europe America 18.3m 16.4m Middle East & APAC Africa 8.9m LATAM 3.3m 4.5mSource: Comscore January 2012 Kenya 31 March 2012 Victoria Delany
  7. 7. Kenya on TripAdvisor 7 TripAdvisor.comTop Markets viewingKenyan Content • Great Britain • Italy • Kenya • USA • France Year Total Page Views % Change YoY 2008 6,133,988 n/a 2010 average 2011 average 2009 12,423,241 102.53% monthly monthly 2010 16,544,331 33.17% pageviews: pageviews: 2011 18,639,808 12.67% 1.37 million 1.55 millionSource: Visual Sciences Jan 2012
  8. 8. Seasonality of Kenyan Content Pageviews 8 2009 - 2011 stats – TripAdvisor Worldwide IPs looking at Kenya TripAdvisor.comSource: Visual Sciences Juan 2012
  9. 9. Facebook 20072007 Instant CIV Iapplike check-ins… launch of Facebook on Facebook Platform launch Personlisation early 2011 2011 Facebook 2010 on Facebook Cities Visited AppKenya 31 March 2012 Victoria Delany
  10. 10. MobileCan you rememberwhen you last leftyour house withoutyour mobile phone…Mobile usage on socialnetworks in top 5European countries19% ES, 31% UK, 20% FR, 19%IT & 13% DE (ComScore,June 2011) Amazing content: 60 million reviews and opinions for > 1.2M places Number 1 free travel app in Apple store in 85 countries Generated by the world’s largest travel community TA internal dataKenya 31 March 2012 Victoria Delany
  11. 11. Constant change forces us to move fastStreet View Live View My SavesKenya 31 March 2012 Victoria Delany
  12. 12. NEW STUFF!!! Mobile City Guides 12Kenya 31 March 2012 Victoria Delany
  13. 13. Tour Screenshots 13Kenya 31 March 2012 Victoria Delany
  14. 14. The power of UGC2011 Forrester Research** - 81% travellers said reviews were important when deciding which hotel to stay at. - 75% of travellers said their holiday was better because they used reviews to make sure they picked the best place for them.2011 - 83% of respondents usually or alwaysconsult TripAdvisor reviews before booking ahotel (PhoCusWright***)Sources: * PhoCusWright’s European Consumer Travel Report Q2 2010; ** Forrester research survey Q1 2011 *** According to a July 2011PhoCusWright survey of 3,641 respondents. Participants for the study were solicited at random through a pop-up invitation link on TripAdvisor.com. Kenya 31 March 2012 Victoria Delany
  15. 15. Power of The Positive Opinion 47% Average Score is 4.01 Percentage of all ratings, February 2012 28% 12% 7% 7% 1 2 3 4 5 TripAdvisor % of all reviews Jfeb 2012Kenya 31 March 2012 Victoria Delany
  16. 16. When booking a hotel, which of the following will be your biggest influence of purchasing decision in 2011? UK France Italy Germany Spain Pan European50%45%40%35%30%25%20%15%10% 5% 0% Source: TripAdvisor Traveller Trends Survey – Q4 2011 Kenya 31 March 2012 Victoria Delany
  17. 17. What do the travellers want to see…Kenya 31 March 2012 Victoria Delany
  18. 18. Register on the Management Centre…it’s FREE! www.tripadvisor.com/ownersKenya 31 March 2012 Victoria Delany
  19. 19. Manage your presence on TripAdvisorKenya 31 March 2012 Victoria Delany
  20. 20. Should I respond to reviews…If I was considering two comparable properties, thepresence of management responses on one would sway mein its favor. 4% 28% Disagree (1-3) Neutral (4-6) 68% Agree (7-10)Kenya 31 March 2012 Victoria Delany
  21. 21. YES - Do respond!!Kenya 31 28/09/2011 March 2012 Victoria Delany
  22. 22. Manage your presence on TripAdvisorKenya 3 April 2012 Victoria Delany
  23. 23. Who is already using UGC…Kenya 31 March 2012 Victoria Delany
  24. 24. DMOs & TAKenya 31 March 2012 Victoria Delany
  25. 25. Thank youVictoria DelanyDestination Marketing Sales ManagerEmail: vdelany@tripadvisor.comKenya 28/09/2011 Victoria Delany
  26. 26. THANK YOU28/09/2011

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