The document discusses how TripAdvisor has become the world's largest travel site with 50 million unique monthly users. It highlights how user reviews and social media are transforming travel planning and influencing travelers' decisions. The presentation encourages hotel owners to claim and optimize their business listing, respond to reviews, and leverage TripAdvisor's tools and services to engage customers and promote their property.
1. The world’s largest travel site
50 Million Reasons to Get Involved
Harnessing the power of social media to transform the future of travel planning
Presented by
Karen Plumb
Commercial Director EMEA, Business Listings
2. The world’s largest travel site
Opportunity knocks…
“Travel review Web sites and hotel reviews
on online travel agencies (OTAs) are
among the most influential forces most
frequently cited by travelers when
shopping.”
-PhoCusWright, Social Media in Travel, June 2010
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3. The world’s largest travel site
…and it’s still growing
“Planning and review sites are still on the
rise… Despite widespread stagnancy even
among non-transactional websites,
planning and reviews websites bucked the
trend by attracting more visitors in 2010.”
-PhoCusWright, Online Traffic
and Conversion Report 2nd ed., February 2011
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5. The world’s largest travel site
What are the best thing about internet travel
developments in the past decade?
•Online check-in - 26%
•Candid traveller reviews – 16%
•Increased options for online travel bookings – 16%
TripAdvisor Survey - 2011 5
6. The world’s largest travel site
How important are user reviews to you when
determining which hotel to stay at?
3%
16%
Not important (1-3)
Neutral (4-6)
Important (7-10)
81%
A commissioned survey conducted by Forrester
Consulting on behalf of TripAdvisor, “2010 Q4
Forrester/TripAdvisor Custom Online Survey”
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7. The world’s largest travel site
I won’t book a property unless it has reviews.
21%
49% Disagree (1-3)
Neutral (4-6)
Agree (7-10)
30%
A commissioned survey conducted by Forrester
Consulting on behalf of TripAdvisor, “2010 Q4
Forrester/TripAdvisor Custom Online Survey”
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11. The world’s largest travel site
World’s largest travel site with 50M+ unique users a
month
North Europe
Million UU’s
America 19.2m
16m
Middle East
& APAC
Africa 10.2m
LATAM 2.6m
3m
Source: Comscore, August 2011
12. The world’s largest travel site
World’s largest travel site
• 50 million unique monthly visitors
worldwide and 20 million members
• 50 million unbiased reviews and
opinions of hotels, restaurants, and
attractions worldwide
• 1 million+ hotels, restaurants
and attractions reviewed in over
90,000 destinations
• Over 7 million traveller photos
• 25 new pieces of content posted a minute
• Published on ALL 30 TripAdvisor
domains in 21 different languages
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13. The world’s largest travel site
Reach Potential Guests Worldwide
America www.tripadvisor.com Italy www.tripadvisor.it
Argentina www.tripadvisor.com.ar Japan www.tripadvisor.jp
Australia www.tripadvisor.com.au Korea www.tripadvisor.co.kr
Brasil www.tripadvisor.com.br Malaysia www.tripadvisor.com.my
Canada www.tripadvisor.ca Mexico www.tripadvisor.com.mx
China www.daodao.com Norway no.tripadvisor.com
Denmark www.tripadvisor.dk Poland pl.tripadvisor.com
Egypt www.tripadvisor.com.eg Russia www.tripadvisor.ru
France www.tripadvisor.fr Singapore www.tripadvisor.com.sg
Germany www.tripadvisor.de Spain www.tripadvisor.es
Greece www.tripadvisor.com.gr Sweden www.tripadvisor.se
Holland nl.tripadvisor.com Taiwan www.tripadvisor.tw
India www.tripadvisor.in Thailand th.tripadvisor.com
Indonesia www.tripadvisor.co.id Turkey www.tripadvisor.com.tr
Ireland www.tripadvisor.ie UK www.tripadvisor.co.uk
15. The world’s largest travel site
“ Travelers are now using social
media and mobile in every phase
of trip planning…. No longer
trends for the future, social media
and mobile are taking center
stage in marketing, customer “
service, and distribution.
-PhoCusWright, U.S. Online Travel Overview, November 2010
19. The world’s largest travel site
TripAdvisor reviews are largely positive
45%
Average score is 3.90
Percentage of all ratings, October 2010
27%
9% 11%
8%
1 2 3 4 5
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20. The world’s largest travel site
People want to listen to like minded travellers
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30. The world’s largest travel site
A management response to A management response
a bad review reassures me. to a good review makes
me think highly of the hotel.
2% 2%
19% 20%
Disagree (1-3) Disagree (1-3)
Neutral (4-6) Neutral (4-6)
Agree (7-10) Agree (7-10)
79% 78%
A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”
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31. The world’s largest travel site
If I was considering two comparable properties, the
presence of management responses on one would
sway me in its favor.
4%
28%
Disagree (1-3)
Neutral (4-6)
68% Agree (7-10)
A commissioned survey conducted by Forrester
Consulting on behalf of TripAdvisor, “2010 Q4
Forrester/TripAdvisor Custom Online Survey”
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33. The world’s largest travel site
But not this way…
“People that lack taste and a life of their
own should try to venture out into the real
world instead of hiding behind a computer
spewing meaningless factless verbiage.”
“Prove the date of your stay because
such an incident has never been recorded
in the archives of our Hotel. We regret that
some customers spoil the time by writing
negative comments for Hotels.”
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34. The world’s largest travel site
An aggressive management response to a bad
review makes the hotel look worse.
11%
Disagree (1-3)
29%
Neutral (4-6)
60% Agree (7-10)
A commissioned survey conducted
by Forrester Consulting on behalf of
TripAdvisor, “2010 Q4
Forrester/TripAdvisor Custom Online
Survey”
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39. The world’s largest travel site
Special Offers – Your chance to rise to the top
40. The world’s largest travel site
Three Powerful Forces Transforming Travel
Content Social Mobile
Real Opinions Friend Graph Always Available
Recent Sharing Location Based
Relevant to you Consumption Socially Aware
41. The world’s largest travel site
How can we help?
• Phone
− +44 203 318 5019
• URL
− www.no.tripadvisor.com/Owners
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