trip advisor (2011)
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Presentation by Helena Egan from Trip Advisor at the E-Tourism Africa Summit 2011 in Cape TownTRANSCRIPT
April 12, 2023
TripAdvisorE-Tourism Summit Africa
Helena Egan
Sept 2011
Agenda
TripAdvisor & market changes
Modern traveller on TripAdvisor
What does this all mean to you
Cape Town
Helena Egan
TripAdvisor Media GroupTripAdvisor.com
3
Sept 2011
Cape Town
Helena Egan
TripAdvisor – 30 domains, 21 languagesTripAdvisor.com
4
Source: ComScore e TripAdvisor August 2011
• 495.000 hotels
• 145.000 attractions
• 689.000 restaurants
• 89.000 destinations
• +50 million monthly unique users
• +20 million registered members
• +50 million reviews
• 23 reviews & opinions posted every minute
Sept 2011
Cape Town Helena Egan
Source: Comscore July 2011
TripAdvisor Unique UsersTripAdvisor is the Worlds largest travel site with 52m Unique Users
Sept 2011
Europe
20.4mNorth
America
15.4m
LATAM
2.9m
APAC
9.9m
Middle East&
Africa
3.4m
Cape Town Helena Egan
Source: Comscore July 2011
TripAdvisor
Booking.com
Expedia
Yahoo! Travel
Hotels.com
Kayak.com Network
Priceline
Ctrip.com International
Qunar
Orbitz
Southwest Airlines Co.
Ryanair
Kuxun
eDreams
Hotwire
Indian Railways
TUI
Lastminute
Travelocity
Voyages SNCF
HomeAway
0 10,000 20,000 30,000 40,000 50,000 60,000
51,937
36,715
33,858
30,704
16,847
13,457
12,523
11,874
11,157
10,124
9,849
9,603
9,521
9,032
8,961
8,940
8,757
8,455
7,973
7,957
7,831
TripAdvisor – Worldwide The world’s largest travel website and another record traffic month!
Sept 2011
TripAdvisor is:
+53% larger than Expedia
+69% larger than Yahoo Travel
Cape Town Helena Egan
Country
Our Travellers – Your Potential CustomersIt is all about the user journey
What to do? What to do? How to get there?
How to get there?
Where to stay?Where to stay?
Where to go?Where to go?Inspiration
Research
Travel
Book
Sept 2011
Cape Town Helena Egan
Augmented reality & cool stats…
Sept 2011
• 10 million unique monthly visitors on mobile & tablet in May 2011 • iPad app number 1 free travel app in Apple App Stores in 85 countries• TripAdvisor apps are available in more than 123 countries
Source:
TripAdvisor.com
South Africa on TripAdvisor
Sept 2011
2009 average
monthly
pageviews:
1.4million
2010 average
monthly
pageviews:
1.7million
2011…average so far:
2million
Visual Sciences Sept 2010
Cape Town
Helena Egan
Hotels: 1.086 , B&Bs: 1.451, Self Catering: 812 , Restaurants: 1,451 Things to Do: 883
Source:
TripAdvisor.com
South Africa – Seasonality of Pageviews2009-2011 stats – TripAdvisor Worldwide Pageviews South Africa
Visual Sciences 2010
Cape Town
Helena EganSept 2011
Source:
TripAdvisor.com
Growth of the social networking
eMarketer Jan 2011
Cape Town Helena EganSept 2011
Source:
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TripAdvisor Working With Facebook
TripAdvisor Internal data Q3 2010
Sept 2011
+20m active users
+1.5 billion pins!
+5m new pins every day
Source:
TripAdvisor.com
Friends’ opinion matters…
JWT Intelligence July 2011
Cape Town
Helena EganSept 2011
Cape Town Helena EganSept 2011
Instant personalisationFacebook users are 2 x more likely to contribute content
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Flight search with cool functionality
Sept 2011
The Modern Traveller on TripAdvisor
Review
Inspiration30-40%
Inform & Research60-70%
BookTravel
Inspiration30-40%
Inform & Research60-70%
Book
This process takes approximately 30 days
Cape Town
Helena Egan
TripAdvisor.com
Holiday planning
Source: December 2009 TripAdvisor travel trends survey – 1,200 respondentAdvertiser feedback and Comscore / Google Study 2007
17
Sept 2011
Source:
Cape Town Helena Egan
TripAdvisor travellers choosing destinationInspiration - Destination Selection
Sept 2011
OTA report Q1 & Q3 2010
December 2009 TripAdvisor Travel Trends Survey – 1,200 respondents **
Sold Long Haul
3%
Sold Competitive Region
44%Sold Destination
Targeted
53%
47% of our travellers book a different geo to the one they first started researching
32% use TA at the beginning when I am looking to be inspired with a destination to visit**
39% use TA at the beginning when I am choosing between destinations**
Source:
Cape Town Helena Egan
When booking a hotel, which of the followingwill be your biggest influence of purchasing decision in 2011?
Sept 2011
TripAdvisor Traveller Trends Survey – Q4 2010
Budget
Convenie
nce o
f loca
tion w
ithin
des
tinat
ion
Size o
f pro
perty
or r
ooms
Activ
ities
ava
ilable
Family
faci
litie
s av
aila
ble
Trave
ller r
evie
ws
Offici
al s
tar-r
atin
g
Busines
s fa
cilit
ies
avai
lable
Dinin
g qual
ity
Other
0%
10%
20%
30%
40%
50%
UK France ItalyGermany Spain Pan European
Source:
Cape Town Helena Egan
Travellers get more selective
TripAdvisor
Sept 2011
Source:
Cape Town Helena Egan
Power of The Positive Opinion
Sept 2011
TripAdvisor % of all reveiws Oct 2010
1 2 3 4 5
9% 8%11%
27%
45%
Average score is 3.90
What Does This All Mean to You?
Source:
Cape Town Helena Egan
What do the travellers want to see…
Sept 2011
Source:
Cape Town Helena Egan
Register to the Owner Centre…it’s FREE!
TripAdvisor
www.tripadvisor.co.uk/owners
Sept 2011
Source:
Cape Town Helena Egan
Manage your presence on TripAdvisor
Sept 2011
Source:
Cape Town Helena Egan
Add content to your site…
Sept 2011
Cape Town Helena EganSept 2011
Add your photos & videos
Example:
Tourism Turkey• 14 videos
currently loaded• 55k video views• Rating of 4.2
average viewer
Source:
Cape Town Helena Egan
Add your details to Traveller Articles
Sept 2011
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Be active in the forums
Sept 2011
South Africa FORUMS:
Topics:19,660
Posts:118,929
90% of the forum
posts are responded to
in 24hrs!
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How can I get better presence…
Sept 2011
4%
28%
68%
Disagree (1-3)Neutral (4-6)Agree (7-10)
If I was considering two comparable properties, the presence of management responses on one would sway me in its favor.
Cape Town Helena Egan
Do respond!!
Sept 2011
Cape Town Helena Egan
But often the community self-regulates too…
Sept 2011
Source:
Cape Town Helena Egan
What would consumers like to see on your site
UK Customer Satisfaction Index, July 2010
Source: UK Customer Satisfaction Index, July 2010
Which social media tools do you expect companies to use?
Sept 2011
Cape Town Helena Egan
Samples on who is already using UGC…
Turisme Barcelona Deutschland Tourismus
Sept 2011
Cape Town Helena Egan
Case study: Visit Scotland
VisitScotland.com users agree:
81% : TripAdvisor reviews are appropriate
79%: TripAdvisor reviews are useful
72%: TripAdvisor reviews enhance credibility
53%: More likely to book on VisitScotland.com
Base - all who have seen Tripadvisor reviews on VisitScotland.com
And what do Consumers really think about it?
Sept 2011
Cape Town Helena Egan
Traveller Forums on your site!
Sept 2011
Cape Town Helena Egan
Barcelona Turisme: hotel, attraction and restaurant reviews
Get more reviews – enrich your content
Sept 2011
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Three powerful forces transforming travel
Sept 2011
Real OpinionsRecent
Relevant to you
ContentAlways AvailableLocation BasedSocially Aware
MobileFriend Graph
SharingConsumption
Social
Source:
Cape Town Helena Egan
Take-aways….
Sept 2011
Note to self:
1. Register with the new
Management Center today–
FREE!
2. Upload photos and videos to
TripAdvisor – FREE!
3. Use reminder tools to encourage
guests to write reviews – FREE!
4. Sign up for new review
notification and respond to
reviews – FREE!
5. Add TripAdvisor content to your
website with badges and widgets
– FREE!
Cape Town Helena Egan
Thank you
Helena EganHead of Destination Marketing Sales
Europe, Middle-East, Africa & Asia
Tel. +44 7714 765 154
Email: [email protected]
Victoria DelanySales Manager Destination Marketing
Africa, Turkey & Eastern Europe
Email :[email protected]
Sept 2011
THANK YOU
Sept 2011