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Presentation by Chad Shiver from Trip Advisor at the E-Tourism East Africa Conference in Nairobi 2014TRANSCRIPT
Socially Recommended
STATS!!!!!!
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user contributions
every minute Accommodations,
restaurants and
attractions listed
million
Unique monthly visitors million
Destinations are on
the site
thousand
TripAdvisor Today
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Average rating of
global reviews Traveller photos
submitted
million
reviews and opinions are live on our site million
Mobile app
downloads
million
TripAdvisor Today
TripAdvisor Reach The World’s Largest Travel Site
44 Domains in 26 Languages
Source: comScore June 2014
The World’s Largest Travel Site TripAdvisor is the world’s largest travel in June 2014
LATAM
8.2%
EUROPE
43%
MIDDLE
EAST &
AFRICA
4%
APAC
21%
NORTH
AMERICA
- Desktop*
23.8%
NORTH
AMERICA
- With Mobile
39.8%
-
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Introduction: The Life Cycle of the Traveller
TripAdvisor has historically always considered itself as the spoke in the traveller cycle of
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However, very different traveller behaviour and data can be observed and leveraged at each spoke of the wheel
How best then do we not only gather it – but take action on it?
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”
Week -16:
• 5 Destinations
• 0 Hotels
Week -12:
• 3 Destinations
• 6 Hotels
Week -4:
• 1 Destination
• 15 Hotels
Window for
competitive DMO
marketing now
closed
Week 0
• Booked
Book Additional Activities • Restaurants
• Attractions
• Tours, etc.
Already thinking
about next trip!
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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
AFRICA & KENYA
Africa Overview
o The international markets viewing
Africa most in the last 12 months
were the UK and France
o Of the top 20 markets in the world
viewing Africa, Russia and South
Africa grew the most in share of
views of Africa as a destination
since the prior year; users in Africa
though, began to show greater
interest in viewing Reunion Island
and Spain
o Global TripAdvisor users who
viewed Africa also viewed US and
Italy destinations in the same
session; on an international city
level they also were most likely to
view London and Dubai
Kenya on TripAdvisor
• Hotels - 362
• B&Bs / Inns – 469
• Holiday Rentals - 378
• Restaurants – 631
• Attractions - 604
• Forum Listings – 27,738
Top 20 Markets Viewing Kenya
o In the last 12 months Kenya made up
22% of views of Kenyan content on
TripAdvisor
o The United Kingdom is the largest
European market viewing Kenya
destinations, followed by Italy and
Germany. In total 54% of views of
Kenyan content come from European
markets
o The United States, China and Canada
are the largest non-European
international markets viewing Kenyan
destinations, total of 27.5% of all non-
European international markets
18.5%
16.5%
15.1%
4.9%
3.8%
2.9%
2.4%
2.2%
2.0%
2.0%
1.9%
1.6%
1.5%
1.4%
1.2%
1.1%
1.1%
1.0%
1.0%
0.7%
United Kingdom
Italy
United States
Germany
China
Canada
France
Australia
India
Spain
The Netherlands
Switzerland
United Arab Emirates
Belgium
South Africa
Russia
Japan
Sweden
Poland
Austria
Top 10 TripAdvisor Market* Top 20 TripAdvisor Market
22%
78% Kenya
All Others
*In terms of total TripAdvisor page views in the last 12 months
Source: TripAdvisor Internal Site Data
% Growth in Share of Kenya Views
o Year over year, China, Russia
and Kenya not only represent a
large portion of TripAdvisor’s
total views, but the share of their
views including one or more
views of Kenya also grew
significantly
o However, the share of views of
7 out of the largest 10 countries
viewing Kenya content dropped,
including United Kingdom,
Italy and United States
*In terms of total TripAdvisor page views in Feb 2013 - Jul 2013 vs. Feb 2014 - Jul 2014
Source: TripAdvisor Internal Site Data
Top 10 Market*, Kenya growing share
Top 20 Market, Kenya growing share
Top 10 Market, Kenya losing share
Top 20 Market, Kenya losing share
+72%
+33%
+24.1%
+4%
+3%
+2%
-1%
-4%
-4%
-5%
-5%
-9%
-10%
-13%
-15%
-19%
-20%
-21%
-22%
-34%
China
Russia
Kenya
Spain
South Africa
Canada
United Arab Emirates
Germany
United States
The Netherlands
Japan
Australia
Italy
India
France
Switzerland
Sweden
Poland
United Kingdom
Belgium
Top Other Destinations Viewed
Source: TripAdvisor Internal Site Data, Feb 2014 – Jul 2014
The data below reflects the top 10 Countries and top 10 Cities viewed by users who also viewed Kenya
11.5%
5.8%
5.7%
4.9%
3.0%
2.8%
2.1%
2.1%
1.8%
1.7%
United States
Italy
United Kingdom
France
Germany
Spain
Canada
Australia
China
Tanzania
o The country viewed most by users who also viewed Kenyan content was the United States, followed by
Italy and the United Kingdom
o Likewise, the international city viewed most by users only who also viewed Kenyan content was
Arusha, followed by Nungwi, Cape Town and London
Countries
28.2%
9.9%
9.5%
3.9%
3.6%
2.3%
1.7%
1.6%
1.5%
0.9%
Nairobi, KE
Diani Beach, KE
Watamu, KE
Naivasha, KE
Bamburi, KE
Nanyuki, KE
Kilifi, KE
Nakuru, KE
Kisumu, KE
Nyeri, KE
Domestic Cities
0.6%
0.6%
0.4%
0.4%
0.4%
0.4%
0.3%
0.3%
0.3%
0.3%
Arusha, TZ
Nungwi, TZ
Cape Town Central, SA
London, UK
Dubai, UAE
Stone Town, TZ
Kiwengwa, TZ
New York City, NY, USA
Marrakech, MA
Dar es Salaam, TZ
Int’l Cities
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Congratulations… Kenya had the tenth-highest-reviewed
accommodation in the world in 2013!
Source: TripAdvisor Internal Reviews Data, 2013, countries with <5000 unique reviewers not listed
4.54
4.53
4.45
4.45
4.39
4.36
4.36
4.34
4.34
4.32
1. Belize
2. Maldives
3. Mauritius
4. South Africa
5. Costa Rica
6. Nicaragua
7. Honduras
8. Morocco
9. French Polynesia
10. Kenya
Where do the bookings come from… Conversion rate for Kenya from global IPs (past 4 months).
63.7% of people researching Kenyan accommodation pages on TripAdvisor
converted to a booking for Kenya– a huge number.
CASE STUDY: SOUTH AFRICA TOURISM & TRIPADVISOR
PARTNERSHIP
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Interactive Custom-Built Hub – Meet South Africa
Mock-ups for custom hub on TripAdvisor domains in Australia, USA, India, Brazil, Germany, France, Italy and UK
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Homepage Photo Sponsorship
South African Tourism sponsored the first-ever TripAdvisor Homepage Photo
which gave South Africa a week-long ownership of the homepage photo and
review in 12 domains across the globe!
– Inspired consideration of the destination in vacation planning
• 1400%+ lift in traffic to Cape Town Tourism pages on TripAdvisor during the campaign
– Drove consideration and continued interest of the destination on TripAdvisor
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Great content growth for South Africa - YonY
IMPROVING YOUR PRESENCE ON TRIPADVISOR
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Source: comScore February 2014
Register With the Management Centre
www.tripadvisor.com/owners
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Encourage Reviews
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TripAdvisor Reviews are Overwhelmingly
Positive
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Review Express
Generate More Reviews
Key factors that influence your popularity
QUALITY RECENT REVIEWS QUANTITY
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Write Management Responses
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Seeing a Management Response to
Reviews is Important
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.
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How Is Kenya Doing??
64% of accommodation owners have registered with
the management centre. This increases to 71% if we
look at accommodation rated 3.5+ bubbles
34% of Kenyan properties listed have been reviewed
in the last 30 days
Out of those properties reviewed in the last month,
only 16% have posted management responses
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Add Photos and Videos
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Be Active in the Forums
Over 90% 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.
What Are Users Interested In Asking About
Kenya?
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TA’s Africa Forums are showing change… for the better
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TA’s Africa Forums are showing change… for the better
+163%
+49%
+20%
-5%
-17%
-17%
-20%
Alone
Self
Solo
Family
Guide
Tour
Kids
We’re seeing more of a trend toward solo travel
and away from family travel…
-99%
-97%
-71%
-67%
-36%
-27%
-25%
-23%
-20%
-13%
-7%
Safely
Safer
Dangerous
Unsafe
Worried
Safe
Scam
Warning
Crime
Malaria
Safety
…along with fewer questions about safety…
+120%
+75%
+52%
+50%
+50%
+15%
+10%
+6%
-21%
-21%
-23%
-23%
-35%
-80%
Museum
Luxury
Wifi
Cell
Dining
ATM
Lounge
Shops
Safaris
Serengeti
Safari
Migration
Wildlife
Animals
…and a trend away from safaris -- possibly toward
more city-oriented activities and conveniences
Data reflects change from Q1 2013 to Q1 2014
2012
vs.
2013
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Use TripAdvisor Insights in Your Industry Education –
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)
TripAdvisor’s New Online
Educational Tool for Travel
Industry Professionals
www.tripadvisor.com/
TripAdvisorInsights
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