The document provides an overview of TripAdvisor and how destinations can improve their presence on the platform. It discusses TripAdvisor's growth over time and its current position as the largest travel website. Specific data on TripAdvisor traffic and usage trends are presented. The document also provides a case study of Switzerland's sponsorship of its TripAdvisor destination page and targeted advertising campaign, and the positive results it achieved.

1. Destination ‘13
Making the most of your TripAdvisor Presence

2. TripAdvisor overview
Travel Trends
Belgium on TripAdvisor
Improving your presence on TripAdvisor
Switzerland Case study

3. Inspiration > Planning > Travel > Review
Tripadvisor: The Largest Travel Site in The World
OVER
2.5MILLION
business
listed in over
116,000
destinations
2012
2011
2010
2008
2005
2000
75 Million
Reviews &
Opinions
Over 1.5 Million
Business Listed
50 Monthly
Unique Visitors
20 Monthly
Unique Visitors
35 Millions
Reviews &
Opinions
TripAdvisor
Goes Live
1 Million
Reviews &
Opinions
100MILLION
reviews &
opinions
60
OVER
user
contributions
every
minute
MILLION
unique visitors
a month
57.3
2013
100 Million
Reviews &
Opinions

4. Inspiration > Planning > Travel > Review
Source: Comscore February 2013
TripAdvisor Unique Users
TripAdvisor is the Worlds largest travel site with 57.3 Unique Users per month
Europe
21.9m
North
America
17.7m
LATAM
4.7m
APAC
10.7m
Middle East
&
Africa
2.3m

5. Inspiration > Planning > Travel > Review
Source: Comscore February 2013
67.560
57.336
43.253
29.316
23.952
23.357
20.602
14.739
14.501
13.739
13.143
11.832
11.176
9.890
9.749
9.292
8.568
8.148
7.735
7.648
7.472
7.430
0 10.000 20.000 30.000 40.000 50.000 60.000 70.000 80.000
TripAdvisor Media Group
TripAdvisor
Booking.com
Expedia
Qunar
Ctrip.com International
Yahoo! Travel
Agoda
Hotels.com
Kayak.com
Indian Railways
Priceline
Southwest Airlines Co.
MakeMyTrip
HomeAway
Voyages SNCF
Orbitz
eDreams
About.com Travel
Despegar Sites
Travelocity
Ryanair
TripAdvisor – Worldwide
The world’s largest travel website
TripAdvisor is:
+95% larger than Expedia
+178% larger than Yahoo Travel

6. Inspiration > Planning > Travel > Review
Source: Comscore February 2013
TripAdvisor
The Largest Travel Media Site In Europe
EU Total 21.9m
Other Markets
Netherlands 691K
Ireland 229K
5.9m
2.3m
3.2m
2.2m
1.5m

7. Inspiration > Planning > Travel > Review
Source: Comscore February 2013
25.770
22.960
21,900
7.453
7.217
7.008
5.847
4.983
4.943
4.897
4.209
4.119
3.209
2.525
2.144
2.121
2.110
2.097
1.991
1.873
1.627
1.564
1.417
0 5.000 10.000 15.000 20.000 25.000 30.000
Booking.com
TripAdvisor Media Group
TripAdvisor
Expedia
Ryanair
eDreams
EasyJet
Trivago Sites
Lastminute
Opodo
HolidayCheck
Air France-KLM Group
Kayak.com
Zoover Sites
Thomson
Routard
British Airways
Late Rooms
Thomas Cook
Lonely Planet
Accor
Travel Zoo
Travel Supermarket
TripAdvisor – Europe
Second biggest travel site behind Booking.com
TripAdvisor is:
+12.6% of the travel market
+25.3% change YoY
+76% larger than Expedia and
Lastminute.com combined!

8. Inspiration > Planning > Travel > Review
Source: Comscore February 2013
537
373
223
205
89
76
75
67
62
46
46
41
37
30
24
20
16
14
13
10
9
0 100 200 300 400 500 600
Booking.com
TripAdvisor
Zoover Sites
Ryanair
MSN Travel
Routard
Expedia
Opodo
ebookers
Accor
Accor
Lonely Planet
HolidayCheck
EasyJet
Europcar
Lastminute
InterContinental Hotels Group
Trivago Sites
Avis Budget Group
Virtual Tourist
Easy Voyage
TripAdvisor - Belgium
Solid growth and now 2nd largest site
TripAdvisor is:
+12% of the travel market
+69% change 2 YoY

9. Travel Trends

10. Inspiration > Planning > Travel > Review
Travel Trends
Source: *Online Travel Barometer
Travolution 13 March 2013 - Affilinet survey EU platform
• 57% book holidays
online
• 38% are influenced by
recommendations, 55%
by Photos, 64% by
deals/promotions
• 22 websites visited
before booking
• 49% book through
content sites like
TripAdvisor
• 450% increase in using
mobile for Travel info

11. The explosive mobile marketplace
• 31 million TripAdvisor
mobile app downloads to
date – 25 per min!
• +45 million monthly
unique users
• 190% YOY increase in
mobile page views
• TripAdvisor apps
downloaded in 90
countries
• 2nd most downloaded
Travel App*
* Source: Distimo, 2011 data

12. The world’s largest travel site
• FREE and works offline
(no data roaming charges)
• Restaurants, attractions, hotels
and reviews
• Offline-accessible walking tours
and insider tips
• Available for iPhone and Android
Mobile City Guides - 80 popular cities to date

13. Inspiration > Planning > Travel > Review
Latest Travel Trends
Source: *Online Travel Barometer
Travolution 13 March 2013
• Provide detailed information and reviews
• Ensure your content is available for a broad range of
devices – optimise for mobile
• Feature upcoming destinations `

14. Inspiration > Planning > Travel > Review
HOW OUR USERS DECIDE WHERE TO GO
• 76% of respondents use TripAdvisor to research
multiple destinations per trip planning cycle
• 75% say that they do have a general region
determined and are using TripAdvisor to compare
destinations to fit the type of travel they want (i.e.
beach vacation, city visit, etc.)
• 40% say they recall booking a different destination
than the one they originally started researching on
TripAdvisor.
TripAdvisor Global Research Panel: May 2012

15. Inspiration > Planning > Travel > Review
Consumers Trust
Source: Nielsen “Consumer Trust in Online, Social and Mobile Advertising Grows,” April 2012
#1
92%trust recommendations
from people they know
70%
#2
trust online
consumer opinion

16. Inspiration > Planning > Travel > Review
TripAdvisor facebook integration - Tourism Page
A wealth of new content is
shown to the traveller about
what your friends have been
doing and who has been to
the destination

17. Inspiration > Planning > Travel > Review
Traffic from Social Media to Destination Websites
Source: *Benchmarking the impact of Social Media on Tourism Websites
PhoCusWright November 2012
• Most social media traffic
comes from four sources:
Facebook, TripAdvisor,
Twitter and Pinterest
• While most social visitors
are focused at the task at
hand, visitors from
TripAdvisor are still
searching for information
TripAdvisor drives more consumers
(on average), who spend more time
and view more pages on destination
websites
Based on third party research Nov 2012 by PhoCusWright

18. Belgium on TripAdvisor

19. Inspiration > Planning > Travel > Review
Seasonality
Belgium

20. Inspiration > Planning > Travel > Review
Top 10 markets
1) US
2) UK
3) BE
4) FR
5) DE
6) NL
7) ES
8) IT
9) JP
10) CA

21. Inspiration > Planning > Travel > Review
Belgium Content
1,198 Hotels
2,305 B&B’s
862 Holiday Rentals
8,856 Restaurants
1,440 Attractions
243,312 Reviews
24,073 Forum topics
329 Traveller Articles
111 Photos

22. The world’s largest travel site
z
Growth is never by
mere chance; it is
the result of forces
working together.
-James Cash Penney

23. The world’s largest travel site
0
10
20
30
40
50
60
okt/03
jan/04
apr/04
jul/04
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apr/05
jul/05
okt/05
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apr/06
jul/06
okt/06
jan/07
apr/07
jul/07
okt/07
jan/08
apr/08
jul/08
okt/08
jan/09
apr/09
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okt/09
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apr/10
jul/10
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jan/11
apr/11
jul/11
okt/11
jan/12
MillionsofReviews/Opinions
Rapid content growth
60 new content contributions
every minute, every day

24. The world’s largest travel site
Growing together:
Manage your
presence on
TripAdvisor

25. The world’s largest travel site
1
2
3
4
Register to the management Centre
Track reviews and Forum
activity
Be active in the Forum
and provide potential
customers with useful
information
Enhance your website with
TripAdvisor Content
Manage your content on
TripAdvisor
Promote
Engage
Monitor
The Management Centre can help you:

26. http://www.tripadvisor.co.uk/Owners
Step 1 Step 2
Search and find your destination Fill in details and sign in
How to register to the Management Centre

28. The world’s largest travel site
2
3
4
Add your photos and videos

29. The world’s largest travel site
Inspiration > Planning > Travel > Review
Add photos

30. The world’s largest travel site
Inspiration > Planning > Travel > Review
Add photos

31. The world’s largest travel site
2
3
4
Add information to Traveller Articles

32. The world’s largest travel site
4 Be active in the forum

33. Inspiration > Planning > Travel > Review
Forum topics Ypres

34. The world’s largest travel site
5
6
Integrate reviews and widgets on your site

35. The world’s largest travel site
6 Add key content to your destination page

36. The world’s largest travel site
7 Reach Mobile Visitors
Mobile City Guides – add logo and tours free

37. Register with the Management Centre
8 TripAdvisor Tips
42
Encourage reviews
Integrate reviews and widgets
Add Traveller Articles
Be active in the forum
Subscribe to the destination Sponsorship
Add tours to the mobile city guide
Add photos and videos
1
2
3
4
5
6
7
8 Advertise on TA reaching the right audience

39. DMO Case Study
Switzerland

40. Switzerland Page Sponsorship + CPM Campaign

41. Inspiration > Planning > Travel > Review
Switzerland Summer Campaign UK & IE
Switzerland and regional partners of
Valais, St Moritz, Klosters and Davos
Page Sponsorship for 12 months on
tripadvisor.co.uk
Supported by Traffic Drivers targeting
users looking at Switzerland, Austria,
France and Germany + adventure
Switzerland Travel System banner
campaign running alongside
Budget £ 41,000
Campaign period sponsorship
June 2012 – June 2013
CPM Campaign early June – end July
STS Campaign early June – end August

42. Inspiration > Planning > Travel > Review
Budget:
Campaign period:
IP:
Targeting:
Key values:
Result:
Comments:
Tourism Board Case Study
sponsorship June 2012 – June 2013
CPM Campaign early June – end July
STS Campaign early June – end August
Switzerland, Austria, France
Adventure
CTR 0.28% - between 11,000 and 17,000 page views a month
Partner campaign with Switzerland and regional partners of Valais, St Moritz, Klosters,
Davos and Swiss Travel System.
£41,000
UK & IE
Switzerland Tourism

43. Inspiration > Planning > Travel > Review
Switzerland page sponsorship

44. Inspiration > Planning > Travel > Review
Switzerland Traffic Drivers

45. Inspiration > Planning > Travel > Review
Traffic drivers placement

46. Inspiration > Planning > Travel > Review
Switzerland testimonial
'The TripAdvisor platform is one of the most important sources for people to get
information and inspiration about Switzerland. Being able to promote our content and our
website MySwitzerland.com through this channel has been key to Switzerland Tourism.
The cooperation with Trip Advisor delivers a high quality audience and has a measurable
impact on our goal to promote Switzerland.'
Katja Walser, Switzerland Tourism