2. Who are we?
TripAdvisor is the most popular
and largest travel community
with…
• more than 25 million unique
visitors per month
• 11 million registered members
• 30 million reviews and
opinions on …
•… 1 million+ destinations, hotels,
attractions, and restaurants
We’re all about UGC!
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4. Why bother with Internet and Social Media (in
case you were wondering)
The majority of online consumers rely on the internet for travel research
Base: 12,677 European Adults
Source: Forrester’s Technology Benchmark Study Q2 2008
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5. Travellers research their holidays to Africa on
TripAdvisor
Total Page Views in Oct 09: 23.9 Million
30,000,000
25,000,000
20,000,000
15,000,000
Up 90% year-on-year!
10,000,000
5,000,000
0
Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct-
08 08 08 08 08 08 08 08 08 08 08 08 09 09 09 09 09 09 09 09 09 09
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6. A Global Audience
OTHER
Page Views by country of IP 20%
GBR
26%
ITA
Visitors looking 2%
Visitors looking at Africa at South Africa IRL
2%
AUS
2%
OTHER CAN
2%
23%
FRA
3%
NLD ZAF
GBR 3% DEU 19%
37% 7%
USA
14%
CHE
OTHER
2% USA 13%
2%
NLD
CAN
2% 2%
GBR
30%
BEL Visitors looking CHE
2%
2%
at Tunisia BEL
ZAF 4%
2% DEU
ESP
5% 4%
ESP
USA FRA
4%
7% ITA 9% ITA
5%
7%
DEU
7%
TUN FRA
8% 23%
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7. What are the consumers searching for?
• Online shoppers still plan to travel but
spend less
• Consumers are shopping around more
than ever
• 77% of online shoppers look to user
ratings and reviews to help them spend in
a savvy way
Source: JupiterResearch for Bazaarvoice and
richrelevant, based on a survey of 800 consumers, February 2009
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8. From Eric Schmidt at the Gartner conference
in Orlando in October:
“(There is) a fundamental shift to user-generated content which
has a lot of implications. Most people’s information will come
from other information as opposed to traditional sources. You’ll
tend to listen to other people more than anything else.“
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9. Why are user reviews so successful?
Reviews from like-minded
76%
people most useful
UGC is important part of
65%
travel research
UGC is more reliable than
63%
travel agents
UGC had strong impact on
60%
accommodation choice
UGC photographs are for
50%
entertainment
Concerned about "planted"
48%
reviews
UGC had strong impact on
47%
destination choice
Too much UGC available 22%
0% 20% 40% 60% 80% 100%
Percentage of Online Travel Researchers Using UGC in their research
Source: Jupiter Research
US Online Travel Consumer Survey Published May 2008
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10. Why are user reviews so successful?
1.Trust
Travellers are
today’s opinion
2.Freshness formers
3.Authenticity
“Very, very happy with
the location, the staff
“Most relaxing, and the amazing
amazing place on owners”
earth”
- Guest who stayed at
- Guest who stayed at Blackheath Lodge, Cape
Funzi Keys, Mombasa Town
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11. More Raves than Rants
Reviews on TripAdvisor Are Largely Positive – Average Score is 3.74
45%
38.6%
40%
35% 33.4%
30%
25%
20%
15% 12.5% 11.3%
10%
4.1%
5%
0.04%
0%
1.5 2 - 2.5 3 3.5 4 4.5 - 5
Traveller Rating
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12. Don’t Miss Out!!
• Community sites are where
the conversations are
happening now
• It’s cheap to get involved
• The viral effect can be
extremely effective
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13. How can you use this trend to your benefit?
1. The Basics
2. Get Involved
3. Serious About UGC
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14. The Basics
Listen to what travellers say
about your property /
destination!
• Google Alerts
• Sign up to RSS feeds
for the TripAdvisor forums
• TripAdvisor Email notification for
property owners
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15. Get Involved
• Create a Facebook Page
• Twitter
• On TripAdvisor:
Add photos and videos
Engage in the TripAdvisor
forums
Respond to Reviews
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16. Serious About UGC
Integrate traveller generated
content on your site
• Consumer reviews drive conversion
• Greater depth of info to refine
decision-making
• Embracing dialogue drives loyalty
• All content is co-branded to associate
with TripAdvisor authority and
independence
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Before we start, a couple of questions how many of you know TA How many use it to plan their trips How many have written a review on TA Last month (Oct 09) 4.1 million people researched their trips to Africa on TripAdvisor
(18 new posts contributed every minute of every day) To give you an idea of size, visitlondon.com received 619K UVs worldwide in September (according to Comscore)
Numbers are for Europe but represent a global trend and they are researching trips around the world, including Africa
South America: 10.1 Million Asia: 53.1 Million
A majority of the users who look at Africa on TA are based in Europe, but that covers a wide array of situations: example of SA and Tunisia
Online shoppers still plan to travel but 46% will spend less over the next 12 months Consumers are shopping around more than ever: 42% visited 3 sites or more for their last purchase Nearly all consumers are spending more time online 77% of online shoppers look to user ratings and reviews to help them spend in a savvy way - TA highest click days this year
Consumers are more and more turning to social content to help their travel decisions - they are no longer satisfied with reading the official DMO information / the Travel agent’s brochure / the hotel website, they are after recommendations from people like them… it’s the wisdom of the crowds!
WHY? Trust Consumer opinions generate the highest level of trust User reviews are always fresh Authenticity Traveller photos tell the real story Wisdom of the crowds : the opinion of like-minded people complement the “expert” opinion Examples / quotes These are not anecdotal, reviews on review sites tend to be positive
Also be prepared for Hit and Miss
Several products available: Self-service products: Badges “Recommended on” / “Rated on” / “Featured on” TripAdvisor “ Bravo” badges Widget with overall rating and latest review titles Contracted products: Widget (or API) with overall rating, traveller photos, latest 5 reviews All content is updated in real time and available in several languages
. UGC is here to stay (because people want to listen to other people's opinions, because it's fresh, etc.) . UGC is very valuable in that it genuinely helps conversion (people are more confident to book if they know what to expect) . The good news is that you can join the conversation and make the most of UGC (we can help)