TripAdvisor Nairobi Presentation 2015
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TripAdvisor is the world's largest travel website, with over 6,000 unique users looking at reviews every second. It has over 1.5 million listed businesses and 100 million reviews. The document discusses TripAdvisor traffic and interest in various African countries like Kenya, Uganda, and South Africa. It provides data on top international cities viewing content on Kenya and other destinations viewed by users in Kenya, the UK, and the US who also viewed Kenya. Nairobi and Mombasa are the top viewed cities in Kenya by international users.
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TripAdvisor Nairobi Presentation 2015
- 1. TripAdvisor and Destinations Chad Shiver, Destination Marketing Europe, Middle East & Africa
- 3. TripAdvisor: The World’s Largest Travel Site *Source: Google Analytics, worldwide data, average monthly views Q3 2014—does not include traffic to daodao.com / TripAdvisor internal data Over 6,000 unique users looking at reviews every second of every day TripAdvisor goes Live 100 Million Reviews & Opinions 75 Million Reviews & Opinions Over 1.5 Million Businesses Listed 2013 2012 2011 201050 Million Monthly Unique Visitors 2008 35 Million Reviews & Opinions 2005 20 Million Monthly Unique Visitors 2000 1 Million Reviews & Opinions 45 Domains in 28 languages m 375Million over 150,000 destinations 78m Members
- 4. From “look” to “book” on TripAdvisor Awareness Not planning… but open to inspiration Consideration Starting the process Comparison Short list of hotels Booking Flight -> Hotel Experience Actively on vacation Advocate Reviews, Facebook, Word of mouth Week -16: • 5 Destinations • 0 Hotels Week -12: • 3 Destinations • 6 Hotels Week -4: • 1 Destination • 15 Hotels Week 0 • Booked Book Additional Activities • Restaurants • Attractions • Tours, etc. More tactical , often price specific targeting Main window of opportunity for Inspiration. Higher funnel activity where a user can be influenced to change destination/ Airline/Hotel etc... Awareness Not planning… but open to inspiration Consideration Starting the process Comparison Short list of hotels Booking Flight -> Hotel Experience Actively on vacation Advocate Reviews, Facebook, Word of mouth Week -20+ “Not Yet Ready”Already thinking about next trip!
- 5. Inspiration > Planning > Travel > Review People who book travel visit TripAdvisor Sizing the market of consumers starting their online travel decision process during January 2013 Source: comScore Data Services Total Travel Intenders Travel Transactors Travel Transactors with 1+ TripAdvisor Visits % Transactors who use TripAdvisor Australia 3.3m 0.5m 0.2m 44% France 10.9m 1.2m 0.3m 27% India 15.5m 3.3m 1.0m 29% Italy 7.1m 0.5m 0.2m 51% United Kingdom 13.5m 1.6m 0.9m 55% Spain 5.6m 0.3m 0.1m 33% United States 57.7m 8.0m 3.7m 47% Total 113.7m 15.5m 6.4m 42% 6.4m users who booked travel online in Q1 2013 visited TripAdvisor at least once during the purchasing process, representing 42% of the total buyers observed in the quarter In Italy and the UK over 50% of bookers visited TripAdvisor 1 1 2 2
- 7. Source: TripAdvisor internal session data Global Interest in Kenya Content o Overall the traffic has grown by 1% in 2014 YoY o This figure is far below the global average Global Sessions Viewing Kenya Content Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2013 2014 2015
- 8. Source: TripAdvisor internal session data Global Interest in Uganda Content o Overall the traffic has grown by 10% in 2014 YoY Global Sessions Viewing Uganda Content Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2013 2014 2015
- 9. Source: TripAdvisor internal session data Global Interest in South Africa Content o Overall the traffic has grown by 15% YoY Global Sessions viewing South Africa Content
- 10. Kenya Content:Domesticvs. International Domestic Users International Users Top 20 Markets Viewing Kenya in 2014 o In 2014, users already in Kenya made up 24.4% of all Kenya views on TripAdvisor, up from 17.1% in 2013 o The United Kingdom makes up the largest market viewing Kenya destinations, followed by the United States and then Italy o Countries such as Sweden and Saudi Arabia had less than 1.5% each of views of Kenya content *In terms of total TripAdvisor sessions in 2014 Source: TripAdvisor Internal Site Data 10 17.9% 17.3% 14.1% 4.8% 3.6% 3.2% 2.5% 2.5% 2.4% 2.3% 1.8% 1.5% 1.4% 1.4% 1.2% 1.1% 1.1% 1.1% 0.9% 0.8% United Kingdom United States Italy Germany China Canada Australia India France Spain South Africa The Netherlands United Arab Emirates Switzerland Russia Belgium Japan Poland Sweden Saudi Arabia 17.1 % 82.9 % 2013 24.4 % 75.6 % 2014
- 11. YoY Growth in Kenya Destination Views by Market o Out of the top 20 countries viewing Kenya, China, Saudi Arabia and South Africa showed especially strong increased views of Kenya destinations in 2014 versus 2013 *In terms of total TripAdvisor sessions : 2013 vs 2014 Source: TripAdvisor Internal Site Data 11 -24.1% -11.5% -20.0% -10.8% +58.8% -11.2% -10.5% -6.6% -18.9% -2.5% +27.4% -23.5% -4.0% -18.4% +23.0% -26.2% -12.8% -22.1% -28.1% +33.3% United Kingdom United States Italy Germany China Canada Australia India France Spain South Africa The Netherlands United Arab Emirates Switzerland Russia Belgium Japan Poland Sweden Saudi Arabia
- 12. Top 20 International Cities Viewing Kenya *In terms of total TripAdvisor sessions : 2013 vs 2014 Source: TripAdvisor Internal Site Data 12 4.2% 2.0% 1.7% 1.6% 1.2% 0.9% 0.7% 0.7% 0.7% 0.7% 0.6% 0.6% 0.6% 0.5% 0.5% 0.4% 0.4% 0.4% 0.4% 0.4% London, United Kingdom Beijing, China Milan, Italy Rome, Italy Dubai, United Arab Emirates Sydney, Australia Mumbai (Bombay), India New York City, NY, USA Toronto, Canada Tokyo, Japan Kampala, Uganda Johannesburg, South Africa Madrid, Spain Moscow, Russia Paris, France New Delhi, India Manchester, United Kingdom Hong Kong, China Singapore, Singapore Perth, Australia Top Int' Cities in Sessions -24% 96% -18% -27% -1% -10% -9% -15% -9% -7% -7% 7% -9% 15% -15% -8% -9% -21% -14% -1% London, United Kingdom Beijing, China Milan, Italy Rome, Italy Dubai, United Arab Emirates Sydney, Australia Mumbai (Bombay), India New York City, NY, USA Toronto, Canada Tokyo, Japan Kampala, Uganda Johannesburg, South Africa Madrid, Spain Moscow, Russia Paris, France New Delhi, India Manchester, United Kingdom Hong Kong, China Singapore, Singapore Perth, Australia Top Int' Cities in Sessions
- 13. Top 20 International Cities Clicking To Book Kenya *In terms of total TripAdvisor meta data : 2013 vs 2014 Source: TripAdvisor Internal Site Data 13 4.3% 2.4% 2.0% 1.9% 1.2% 0.9% 0.9% 0.8% 0.6% 0.6% 0.6% 0.6% 0.6% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% London, United Kingdom Dubai, United Arab Emirates Rome, Italy Milan, Italy Kampala, Uganda Moscow, Russia Mumbai (Bombay), India Johannesburg, South Africa Sydney, Australia Paris, France Munich, Germany Dar es Salaam, Tanzania New Delhi, India Tokyo, Japan Oslo, Norway Vienna, Austria Toronto, Canada Cairo, Egypt New York City, NY, USA Doha, Qatar Top Int' Cities in Meta 15% 67% -9% 12% 50% 18% 41% 50% 1% 55% -15% 71% 75% 15% 52% 36% -18% 153% 20% 40% London, United Kingdom Dubai, United Arab Emirates Rome, Italy Milan, Italy Kampala, Uganda Moscow, Russia Mumbai (Bombay), India Johannesburg, South Africa Sydney, Australia Paris, France Munich, Germany Dar es Salaam, Tanzania New Delhi, India Tokyo, Japan Oslo, Norway Vienna, Austria Toronto, Canada Cairo, Egypt New York City, NY, USA Doha, Qatar Top Int' Cities in Meta
- 14. Source: TripAdvisor internal session data Top Kenya Cities Viewed on TripAdvisor International IPs Only Jan2013 Feb2013 Mar2013 Apr2013 May2013 Jun2013 Jul2013 Aug2013 Sep2013 Oct2013 Nov2013 Dec2013 Jan2014 Feb2014 Mar2014 Apr2014 May2014 Jun2014 Jul2014 Aug2014 Sep2014 Oct2014 Nov2014 Dec2014 Jan2015 Feb2015 Mar2015 Apr2015 May2015 Jun2015 Jul2015 Aug2015 Int’l Sessions Viewing Kenya Content Nairobi, Kenya Mombasa, Kenya Watamu, Kenya Diani Beach, Kenya Malindi, Kenya Ukunda, Kenya Bamburi, Kenya Naivasha, Kenya Lamu Island, Kenya Nanyuki, Kenya 14 • Nairobi and Mombasa were the two top Kenya cities viewed by international IPs
- 15. Top Other Destinations Viewed Kenya IPs Source: TripAdvisor Internal Site Data, Mar 2014 – Feb 2015 o The data below reflects the top 10 Countries and top 10 Cities viewed by Kenya users who also viewed Kenya o The country viewed most by Kenya users only who also viewed Kenya content was Tanzania, followed by the United States and South Africa o Likewise, the international city that was viewed the most by Kenya users who also viewed Kenya was Arusha, followed by Dubai and Dar es Salaam Countries Int’l Cities 28.5% 8.3% 4.9% 4.4% 4.2% 3.1% 2.8% 2.6% 2.4% 2.4% Tanzania United States South Africa United Kingdom Uganda United Arab Emirates Thailand Seychelles Italy India 5.4% 4.8% 3.9% 3.8% 3.3% 3.3% 2.2% 2.1% 2.0% 2.0% Arusha, Tanzania Dubai, United Arab Emirates Dar es Salaam, Tanzania Nungwi, Tanzania Stone Town, Tanzania Kampala, Uganda Bwejuu, Tanzania London, United Kingdom Moshi, Tanzania Cape Town Central, South Africa 15
- 16. Top Other Destinations Viewed UK IPs Source: TripAdvisor Internal Site Data, Mar 2014 – Feb 2015 o The data below reflects the top 10 Countries and top 10 Cities viewed by UK users who also viewed cities in Kenya o The country viewed most by UK users only who also viewed Kenya content was the United States, followed by Italy and France o Likewise, the international city that was viewed the most by UK users who also viewed Kenya was Sharm El Sheikh, followed by Nungwi and Dubai Countries Int’l Cities 14.4% 6.0% 4.8% 4.6% 4.5% 4.2% 3.8% 3.3% 3.2% 2.9% United States Italy France China Spain Caribbean Germany Greece Japan Tanzania 2.0% 1.7% 1.6% 1.4% 1.4% 1.3% 1.3% 1.2% 1.2% 1.1% Sharm El Sheikh, Egypt Nungwi, Tanzania Dubai, United Arab Emirates Arusha, Tanzania Playa del Carmen, Mexico Punta Cana, Dominican Republic New York City, NY, USA Cape Town Central, South Africa Marrakech, Morocco Cancun, Mexico 16
- 17. Top Other Destinations Viewed US IPs Source: TripAdvisor Internal Site Data, Mar 2014 – Feb 2015 o The data below reflects the top 10 Countries and top 10 Cities viewed by US users who also viewed Kenya o The country viewed most by US users only who also viewed Kenya content was the United Kingdom, followed by China and France o Likewise, the international city that was viewed the most by US users who also viewed Kenya was Arusha, followed by Cape Town Central and Paris Countries Int’l Cities 10.3% 9.2% 9.1% 9.0% 5.1% 4.1% 3.5% 3.2% 2.7% 2.6% United Kingdom China France Italy Germany Spain Japan India Australia Greece 2.0% 1.5% 1.1% 1.0% 0.9% 0.9% 0.8% 0.8% 0.8% 0.7% Arusha, Tanzania Cape Town Central, South Africa Paris, France Dubai, United Arab Emirates London, United Kingdom Stone Town, Tanzania Dar es Salaam, Tanzania Marrakech, Morocco Johannesburg, South Africa Nungwi, Tanzania 17
- 18. Kenya- year on year growth in engagement January to July, 2014/2015 Market Engagementwith Kenya content2014 Market Engagementwith Kenya content2015 Year on year increase Kenya 962,892 Kenya 1,287,455 324,563 United Kingdom 676,421 United States 560,601 -21,063 United States 581,664 United Kingdom 490,351 -186,070 Italy 500,458 Italy 291,057 -209,401 Germany 165,443 Germany 159,759 -5,684 Canada 108,899 Canada 92,151 -16,748 China 90,055 India 84,364 -297 Australia 85,581 Norway 76,468 n/a India 84,661 France 71,650 n/a Spain 83,090 Spain 71,036 -12,054
- 19. Kenya vs competitors conversion analysis • All markets are showing an increased ability to turn interest into bookers, however a lot of this is down to Tripadvisor’s pivot in the marketplace to measure more bookings. • Tanzania is the leading destination in terms of turning interest into action, however even they are lagging behind global averages, and a long way short of being market leaders. 2013 2014 Jan to July 2015 Kenya 2% 4% 6% Uganda 1% 2% 4% Rwanda 1% 3% 4% Tanzania 3% 6% 7% Burundi 2% 3% 3% Global Average 6% 7% 8%
- 20. HOW TRIPADVISOR WORKS WITH DESTINATIONS
- 21. Working Together to Achieve Results Create Relevant Content to Inspire Travel to Your Destination TripAdvisor Goals Content Collection Convert Lookers to Bookers Drive deeper engagement with members with tools that help inspire & plan Maintain Trust & Authenticity DMO Goals Consumer Engagement & Content Distribution Consumer Activation Inspiration & Education Leverage reviews and recommendations to increase consideration Traveler Goals: Inspiration, Discovery, Experience
- 22. 4 Pillars of Destination Campaigns on TripAdvisor o Google Organic Search o Social Media Strategy o eCRM Strategy o Advertising
- 23. Everything starts in the same place
- 24. Google in action Top of the funnel
- 25. Google in action Middle of the funnel
- 26. Google in action Bottom of the funnel
- 27. Social Media
- 28. eCRM
- 30. Robust Data Set Drives Custom Audience Creation and Intelligent Targeting 6K+ 1st Party Behaviors (30 day recency) and 37K+ 3rd Party Behaviors 1st & 3rd Party Data Calendar Targeting Destination Spend LevelsBrand Commerce Clicks Trip ThemeTravelers Travel Needs RestaurantAttractions Audience Demographics Interest Past Purchases In-Market
- 31. “I’m more likely to pay attention to ads relevant to the content I’m reading”69% “I have a more favourable impression of brands when ads are relevant to the content”62% 21% have more than 4 ads on a page Exchange: Average of only 1.4 ads per page TripAdvisor: Ad Clutter Consumer Experience - Online Ads placed on clutter-free web pages were nearly 200% more likely to be seen, and were noticed 300% faster. Source: Dynamic Logic / Adblock Plus / Integral Semi-annual Review H2 2013
- 32. Visible Impressions Implemented a delayed ad call in Q4 2012 to ensure your ads are seen. We guarantee you 100% visibility of your ads. If they are not seen, they are not validated, not counted and you don’t pay for them.
- 33. TripAdvisor’s Creative Team Can Assist with Effective Campaign Creatives Client provided creative:
- 34. TripAdvisor’s Creative Team Can Assist with Effective Campaign Creatives
- 36. Destination Page – New Look and Feel Educate & Inspire Users o Increased real estate to highlight and promote DMO brand and content o Aim is to increase EDUCATION AND INSPIRATION o Branding increases 35% to 44% of page o More imagery to drive inspiration All designs are for concept only and are not to be considered final.
- 37. Destination Page 728x90 1 Full bleed photo and Main Image 2 Integrated Tab 3 Module 4 Photo module- increased exposure 5 Travel Guide Promotion 6 All designs are for concept only and are not to be considered final.
- 38. 300x250/ 300x600 7 map 8 All designs are for concept only and are not to be considered final.
- 39. Exclusive DMO Content Section 9 DMO Links Module 10 300x250 11 All designs are for concept only and are not to be considered final.
- 40. Content Driven Solution One-stop shop to access all DMO content on TripAdvisor All designs are for concept only and are not to be considered final. o 3 new content opportunities • Articles • Recommendations • Events o Visual, Pinterest-style design o All living on their own pages with SEO
- 41. Content Driven Solution - Articles Provide Valuable Resources and Information for Potential Visitors o DMOs create resource focused content published and hosted on TripAdvisor o “Before You Go” essential info All designs are for concept only and are not to be considered final.
- 42. Content Driven Solution - Recommendations Create Editorial List of Must-See Things To Do in Your Destination o Customized thematic content curated by DMO – seasonal, flexible refresh All designs are for concept only and are not to be considered final.
- 43. Content Driven Solution – Events Create More Excitement for Local Events o More engaging platform to highlight up and coming events in your destination o Dynamic updates based on event dates All designs are for concept only and are not to be considered final.
- 44. MICROSITES
- 46. Microsite Behaviour Users Viewing TripAdvisor Microsite Content Are…. Data sample from : 12/06/2014 - 01/04/2015 8 times more likely to regularly submit reviews 3 times more likely to click on a Meta Price Link 2 times more likely to actively engage with reviews for hotels 3 times more likely to fall into the Luxury Audience Segment 2 times more likely to have a trip length of 7 Days
- 48. Inspiration > Planning > Travel > Review Meet South Africa Hub with SAT Mock-ups for custom hub on TripAdvisor domains in Australia, USA, India, Brazil, Germany, France, Italy and UK
- 49. Inspiration > Planning > Travel > Review South Africa Tourism Results Video
- 50. Turkey 2014 Home Of Campaign o Highly targeted campaign comprising of CPM banners, DMO Sponsorship of the overall Turkey page on TripAdvisor, and a custom advertorial highlighting the best of Turkey. o Campaign ran in the following markets: • EMEA: UK, Sweden, Finland, Denmark, Italy, Spain, France, Germany, Netherlands, and Russia • Americas: USA, Canada, and Brazil • APAC: China and Japan
- 51. Summer ”Home Of”CPM Campaign o Campaign was contracted to deliver 16,978,268 impressions o Actual delivery was 19,036,629 o Click through rate of 0.26
- 52. Autumn Istanbul City Break CPM Campaign o Campaign running in 21 European markets to promote end-of-year city breaks to Istanbul o Running from 23rd October – 30th November o Clicks split between existing advertorial (where language available) and Expedia booking pages o Total Driver Impressions – 11,790,726 (an overdelivery of 1,062,366) with a CTR of 0.11%
- 53. ”Home Of” Advertorial o Custom advertorial built to promote various aspects of Turkey, with tabs highlighting: • Istanbul • Cappadocia • UNESCO World Heritage Sites • Turkish Culture • Luxury Retreats • Beaches o Blends the tourist board’s images and videos with the best of TripAdvisor user reviews o Total Driver Impressions through 31 October - 2,177,775, with a CTR of 0.20%
- 54. Page Views for Turkish Content