Tripadvisor, founded in 2002, has grown to become a global leader in travel, garnering 315 million monthly views and over 200 million reviews by 2014. The platform serves over 4.5 million tourism businesses across 147,000 destinations, with users relying heavily on its reviews to make more informed travel decisions. Additionally, Tripadvisor utilizes big data for personalized marketing strategies, enhancing advertiser targeting and improving return on investment.

1. El Poder de las Recomendaciones y el Intelligent Data

2. TripAdvisor –Inspiration

3. TripAdvisor en el año 2002

4. TripAdvisor
*Source: Google Analytics, worldwide data, average monthly views Q4 2014—does not include traffic to daodao.com / TripAdvisor internal data
45 Domains in 28 languages
315Million
over
147,000
destinations
70m
Members
Lider Mundial en el sector Travel

5. 0
50
100
150
200
250
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Crecimiento exponencial – 200 millones de opiniones(millions)
Source: TripAdvisor internal data and Google Analytics, Worldwide data, Feb 2014
125 nuevas
contribuciones por
minuto

6. 0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
3.000.000
3.500.000
4.000.000
4.500.000
5.000.000
2001 2006 2007 2008 2009 2010 2011 2012 2013 Current
Nº de fichas casi
se duplicó desde
2012 hasta
principios de 2014
Crecimiento de fichas(millions)

7. PLANIFICANDO EL VIAJE

8. Más de 4,5 millones de empresas turísticas en
más de 147.000 destinos
500,000+
Lugares de interés
915,000+
Hoteles, B&Bs and
alojamientos
especiales
2,4M
Restaurantes
650,000+
alquileres vacacionales
29,000,000+
fotos de viajeros

9. Foto publicitaria
Lo que encontraron los viajeros

10. La gran mayoría de las opiniones son positivas
Source: TripAdvisor. Percentage of all ratings, January 2014
48%
30%
12%
5%
5%
Puntuación media:
4.12

11. Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.
Los viajeros españoles generalmente
buscan información acerca de…
82%
59%
46%

12. Más del 80% siente que
las opiniones en TripAdvisor le ayudan a
tomar decisiones mejor informadas
y disfrutar de un mejor viaje
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.

13. de usuarios leen contenidos de TripAdvisor en otras
páginas web todos los meses
500 millones

14. 14

15. 15

16. Travellers Choice Destinations
Houmt Souk
BIG DATA

17. TripAdvisor Data Collection – Example
Unique live interactions that we can now capture in our DMP
Traveler searched
for Paris Hotels
Traveler is looking to Travel in 3 days
(today is 8/25) for 5 days from
Thursday - Tuesday
Traveler is looking for
a 5 star, good value hotel
with a Restaurant near
the city center
Traveler visited hotel page; read
6 reviews and viewed 7 photos
Traveler clicked to book a
recommended hotel

18. Designing Your Campaign
Leveraging our insights and tools to maximize your investment
Behavior #3:
Brand
Behavior #2:
Commerce
Click
Behavior #1:
Destination =
ADVERTISER’S DATA
i.e. Marriott Pushes
Loyalty Card Audience to
TripAdvisor
2nd PARTY DATA
AGGREGATOR’S DATA
i.e. Blue Kai’s
Demographic Segments
(18-25, Female, etc.)
3rd PARTY DATA
1ST PARTY DATA
TRIPADVISOR USER DATA
i.e. Users looking for
a Miami Hotel

19. Robust Data Set Drives Custom Audience
Creation and Intelligent Targeting
1st & 3rd
Party
Data
Calendar
Targeting
Destination Spend LevelsBrand Commerce
Clicks
Trip ThemeTravelers Travel Needs RestaurantAttractions Audience
Demographics
Interest Past
Purchases
In-Market

20. Advertiser Data + TripAdvisor Data =
Improved Targeting, Messaging and ROI
Advertiser’s Users
on TripAdvisor
ADVERTISER
Advertiser
Opportunity
Example Use & Benefit
Exclude Users
From Media Plan
= Increase Efficiency
Change Creative
Users See
= Increased Impact