TripAdvisor is the world's largest travel website with over 60 million reviews. It has over 50 million monthly users and attracts visitors from over 100 countries worldwide. The document discusses how TripAdvisor is transforming the travel industry through user-generated content and its growing mobile and social media presence. It emphasizes the importance of businesses actively managing their TripAdvisor profiles to positively influence potential customers.

1. 60 Million Reasons to Get Involved
Making the most of your TripAdvisor® presence
Victoria Delany, Destination Marketing Sales Manager, EMEA
28/09/2011

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 Aware
Kenya 31 March 2012 Victoria Delany

3. TripAdvisor, Inc. 3
Kenya 31 March 2012 Victoria Delany

4. Over in60million
1.5 different languages
30Over 50 reviewed in million
domains 21 million
Over million
20
businesses
unique monthly visitors worldwide
members worldwide
unbiased reviews and opinions of hotels, restaurants
Over attractions
and 100,000
destinations
z
4

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+ destinations
of every day
Source: ComScore, Jan 2012
Kenya 31 March 2012 Victoria Delany

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
4.5m
Source: Comscore January 2012
Kenya 31 March 2012 Victoria Delany

7. Kenya on TripAdvisor 7
TripAdvisor.com
Top Markets viewing
Kenyan 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 million
Source: Visual Sciences Jan 2012

8. Seasonality of Kenyan Content Pageviews 8
2009 - 2011 stats – TripAdvisor Worldwide IPs looking at Kenya TripAdvisor.com
Source: Visual Sciences Juan 2012

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 App
Kenya 31 March 2012 Victoria Delany

10. Mobile
Can you remember
when you last left
your house without
your mobile phone…
Mobile usage on social
networks in top 5
European countries
19% 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 data
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11. Constant change forces us to move fast
Street View Live View My Saves
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12. NEW STUFF!!! Mobile City Guides 12
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13. Tour Screenshots 13
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14. The power of UGC
2011 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 always
consult TripAdvisor reviews before booking a
hotel (PhoCusWright***)
Sources: * PhoCusWright’s European Consumer Travel Report Q2 2010; ** Forrester research survey Q1 2011 *** According to a July 2011
PhoCusWright 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. 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 2012
Kenya 31 March 2012 Victoria Delany

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 European
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Source: TripAdvisor Traveller Trends Survey – Q4 2011
Kenya 31 March 2012 Victoria Delany

17. What do the travellers want to see…
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18. Register on the Management Centre…it’s FREE!
www.tripadvisor.com/owners
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19. Manage your presence on TripAdvisor
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20. Should I respond to reviews…
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)
Kenya 31 March 2012 Victoria Delany

21. YES - Do respond!!
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March 2012 Victoria Delany

22. Manage your presence on TripAdvisor
Kenya 3 April 2012 Victoria Delany

23. Who is already using UGC…
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24. DMOs & TA
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25. Thank you
Victoria Delany
Destination Marketing Sales Manager
Email: vdelany@tripadvisor.com
Kenya 28/09/2011 Victoria Delany

26. THANK YOU
28/09/2011