World s largest travel site. We help travelers around the world plan and have the perfect trip

Transcription

1 World s largest travel site We help travelers around the world plan and have the perfect trip

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3 million Unique monthly visitors* million Accommodations, Restaurants and Attractions listed user contributions every minute million candid traveller photos *Source: Google Analytics, worldwide data, July

4 Reach potential customers worldwide 34 Sites 21 Languages

5 World s largest travel site North America 30% Europe 41% Middle East & Africa 5% APAC 18% LATAM 8% Source: comscore, January 2013

6 TripAdvisor The Largest Travel Media Site In Europe EU Total 35.3m 7.9m 3m Other Markets Russia 1.55m Turkey 1.16m Netherlands 954K 3.6m 5.8m 6.3m Source: Comscore August 2013

7 TripAdvisor UK Continues to be the biggest travel site in the UK, strong market share improvement 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 TripAdvisor Media Group TripAdvisor Booking.com EasyJet Expedia Late Rooms Lastminute Ryanair Thomson Thomas Cook Skyscanner Trivago Sites British Airways Travel Supermarket First Choice Low Cost Holidays Cheapflights Sites Hotels.com Avis Budget Group Telegraph Travel Travel Zoo Lonely Planet Kayak.com InterContinental Hotels Group 2,748 2,641 2,420 2,377 2,345 2,251 2,188 1,749 1,744 1,646 1,524 1,478 1,450 1,242 1,220 1,088 1, ,728 TripAdvisor is: 8,515 7, % of the travel market +34.7% change YoY TAMG is 32 % of the travel market Source: Comscore August 2013

8 TripAdvisor UK is an upmarket audience % of TripAdvisor UK index % % % 80 20% 60 15% 44% 56% MALE FEMALE AB C1 C2 DE 10% 5% 0% 50k + 23% 21% 10-20k 13.7% 18.4% 19.1% 20.0% 15.0% 13.9% 37-50k 18% 38% 20-37k Source: Comscore August 2013

9 TripAdvisor EU is an upmarket audience % of TripAdvisor index % 45% 55% MALE FEMALE SEL 1-2 SEL 3-4 SEL 5-6 SEL 7-8 SEL % 30% 25% 20% 15% 10% 5% 0% 50k+ 15% 5-19k 20.0% 20.4% 18.7% 37% 15.4% 13.5% 11.8% 24% 20-35k 36-49k Source: Comscore August %

10 TripAdvisor Reach Amongst Buyers TripAdvisor substantially over-indexes with buyers versus average travel users Reach of TripAdvisor Amongst Total Internet Population Reach of TripAdvisor Amongst Travel Sector Users Reach of TripAdvisor Amongst Travel Purchasers 53% 41% 45% 39% 45% 31% 31% 26% 11% 12% 8% 5% 9% 4% 19% 15% 9% 10% 18% 11% 17% Australia France India Italy Spain UK US Source: ComScore Marketing Solutions Q4 2012

11 TripAdvisor in the Travel Planning Process

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14 HOW USERS DECIDE WHERE TO GO 76% use TripAdvisor to research multiple destinations 75% have a general region in mind and use TripAdvisor to compare destinations 40% recall booking a different destination TripAdvisor Global Research Panel: May 2012

15 TripAdvisor Inspiration & Planning Are Key Most popular channels at each stage of the process 40 Inspiration & Ideas Information on how and where to book Destination information % A Newspaper Website Opinions seen on a travel social media network Advertising in a Newspaper or Magazine A Television Advertisment A Newspaper Travel Section A Travel Magazine A Review Website That has ratings and opinions Recommendations from a friend UK Market - Total Media, Travel Report Sources of information consulted for last short break holiday, Total stated that the Long Haul results were virtually identical in their report.

16 Friends and Friends-of-Friends

17 Friends and Friends-of-Friends

18 Facebook integration monthly Facebook visitors of new reviews come from Facebookconnected users

19 Impact of Social Media on Destination Websites 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. 2-7% of total website visits are generated directly from social media. TripAdvisor drives more consumers (on average), who spend more time and view more pages. Source: *Benchmarking the impact of Social Media on Tourism Websites PhoCusWright November 2012

20 Norfolk on TripAdvisor

21 Norfolk Listings Hotels 168 B&B/Inns 639 Holiday Rentals 1,056 Restaurants 1,499 Things to do - 369

22 Norfolk Seasonality 93% of all traffic come from the UK of which 98% is from England Norfolk Seasonality Sum of PV Sum of UU Over 300% increase in traffic Sept 2012 Sept 2013 Source TripAdvisor Internal Data 2013 Source: Comscore July 2013

23 Improving your presence on TripAdvisor

24 1 Register With the Management Centre The Management Centre can help you: 2 Promote 3 Utilise TripAdvisor reviews to increase booking conversion 4 Engage Monitor Respond to reviews and provide potential customers with useful information Track reviews and customer satisfaction of your property

25 Tools for Accommodation, Restaurants, Attractions and Destinations

26 Manage your Destination

27 2 Encourage Reviews 3 4

28 TripAdvisor Reviews are Largely Positive TripAdvisor, percentage of all ratings, December 2012

29 98% find TripAdvisor hotel reviews to be representative of their own experience at the property PhoCusWright research, September 2012

30 What Affects Your Popularity? How Recent Are Your Reviews?

31 What Affects Your Popularity? How Positive Are Your Reviews?

32 What Affects Your Popularity? How Many Reviews Do You Have?

33 3 Get Notified & Monitor Reviews 4

34 4 Write a Management Response

35 Seeing a Management Response to Reviews is Important A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, 2010 Q4 Forrester/TripAdvisor Custom Online Survey

36 A Management Response to a Bad Review Reassures Me A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, 2010 Q4 Forrester/TripAdvisor Custom Online Survey

37 A Management Response to a Good Review Makes Me Think Highly of the Hotel A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, 2010 Q4 Forrester/TripAdvisor Custom Online Survey

38 When Considering Two Similar Properties, Management Responses Sway Decisions A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, 2010 Q4 Forrester/TripAdvisor Custom Online Survey

39 5 Include a Description 6

40 6 Add Photos and Videos

41 7 Add a Widget from the Widget Centre

42 Promote Your Business Each segment is comprised of consumers who demonstrate interest in, or an intent to book a specific trip type (i.e. beach, ski, business, family) or travel budget level (i.e. luxury, budget)

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44 Add traveller articles unique content

45 Be Active in the Forums Over 98% of Forum posts are replied to in under 24 hours. Engage and makes sure that the best, most accurate info is presented for your destination.

46 Read what is being said & how it influences

47 Use TripAdvisor Insights in Your Industry Education TripAdvisor s New Online Marketing Tool for Travel Industry Professionals Each segment is comprised of consumers who demonstrate interest in, or an intent to book a specific trip type (i.e. beach, ski, business, family) or travel budget level (i.e. luxury, budget)

48 What is the Future of Online Travel Reviews Continued growth of online and mobile as the most widely used and trusted source of opinion Greater personalization mixing crowd-sourced quantity with social circle quality More interaction between travellers and travel industry suppliers less us vs them

49 THANK YOU