TripAdvisor is the world's largest travel website with over 60 million reviews. It has over 50 million monthly users and attracts visitors from over 100 countries worldwide. The document discusses how TripAdvisor is transforming the travel industry through user-generated content and its growing mobile and social media presence. It emphasizes the importance of businesses actively managing their TripAdvisor profiles to positively influence potential customers.
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Trip Advisor 2012
1. 60 Million Reasons to Get Involved
Making the most of your TripAdvisorÂź presence
Victoria Delany, Destination Marketing Sales Manager, EMEA
28/09/2011
2. The 3 powerful forces transforming online travel
Content Social Mobile
Real Opinions Friend Graph Always Available
Recent Sharing Location Based
Relevant to you Consumption Socially Aware
Kenya 31 March 2012 Victoria Delany
4. Over in60million
1.5 different languages
30Over 50 reviewed in million
domains 21 million
Over million
20
businesses
unique monthly visitors worldwide
members worldwide
unbiased reviews and opinions of hotels, restaurants
Over attractions
and 100,000
destinations
z
4
5. TripAdvisor 5
TripAdvisor.com
âą +50 million monthly unique users âą 555,000+ hotels
âą +20 million registered members âą 175,000+ attractions
âą +60 million reviews âą 780,000+ restaurants
âą 40 travel reviews & opinions posted every minute âą 100,000+ destinations
of every day
Source: ComScore, Jan 2012
Kenya 31 March 2012 Victoria Delany
6. TripAdvisor Unique Users
TripAdvisor is the Worlds largest travel site with 51.4m Unique Users
North Europe
America 18.3m
16.4m
Middle East
& APAC
Africa 8.9m
LATAM 3.3m
4.5m
Source: Comscore January 2012
Kenya 31 March 2012 Victoria Delany
7. Kenya on TripAdvisor 7
TripAdvisor.com
Top Markets viewing
Kenyan Content
âą Great Britain
âą Italy
âą Kenya
âą USA
âą France
Year Total Page Views % Change YoY
2008 6,133,988 n/a 2010 average 2011 average
2009 12,423,241 102.53% monthly monthly
2010 16,544,331 33.17% pageviews: pageviews:
2011 18,639,808 12.67%
1.37 million 1.55 million
Source: Visual Sciences Jan 2012
8. Seasonality of Kenyan Content Pageviews 8
2009 - 2011 stats â TripAdvisor Worldwide IPs looking at Kenya TripAdvisor.com
Source: Visual Sciences Juan 2012
9. Facebook
20072007 Instant CIV Iapplike check-insâŠ
launch of Facebook on Facebook Platform
launch Personlisation early 2011
2011 Facebook 2010 on Facebook
Cities Visited App
Kenya 31 March 2012 Victoria Delany
10. Mobile
Can you remember
when you last left
your house without
your mobile phoneâŠ
Mobile usage on social
networks in top 5
European countries
19% ES, 31% UK, 20% FR, 19%
IT & 13% DE (ComScore,June 2011)
Amazing content: 60 million reviews and opinions for > 1.2M places
Number 1 free travel app in Apple store in 85 countries
Generated by the worldâs largest travel community
TA internal data
Kenya 31 March 2012 Victoria Delany
11. Constant change forces us to move fast
Street View Live View My Saves
Kenya 31 March 2012 Victoria Delany
14. The power of UGC
2011 Forrester Research**
- 81% travellers said reviews were important
when deciding which hotel to stay at.
- 75% of travellers said their holiday was better
because they used reviews to make sure they
picked the best place for them.
2011 - 83% of respondents usually or always
consult TripAdvisor reviews before booking a
hotel (PhoCusWright***)
Sources: * PhoCusWrightâs European Consumer Travel Report Q2 2010; ** Forrester research survey Q1 2011 *** According to a July 2011
PhoCusWright survey of 3,641 respondents. Participants for the study were solicited at random through a pop-up invitation link on TripAdvisor.com.
Kenya 31 March 2012 Victoria Delany
15. Power of The Positive Opinion
47%
Average Score is 4.01
Percentage of all ratings, February 2012
28%
12%
7% 7%
1 2 3 4 5
TripAdvisor % of all reviews Jfeb 2012
Kenya 31 March 2012 Victoria Delany
16. When booking a hotel, which of the following
will be your biggest influence of purchasing decision in 2011?
UK France Italy Germany Spain Pan European
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Source: TripAdvisor Traveller Trends Survey â Q4 2011
Kenya 31 March 2012 Victoria Delany
17. What do the travellers want to seeâŠ
Kenya 31 March 2012 Victoria Delany
18. Register on the Management CentreâŠitâs FREE!
www.tripadvisor.com/owners
Kenya 31 March 2012 Victoria Delany
20. Should I respond to reviewsâŠ
If I was considering two comparable properties, the
presence of management responses on one would sway me
in its favor.
4%
28%
Disagree (1-3)
Neutral (4-6)
68% Agree (7-10)
Kenya 31 March 2012 Victoria Delany
21. YES - Do respond!!
Kenya 31 28/09/2011
March 2012 Victoria Delany
2007 launch CIV app on Facebook Platform2009 Introduce FB Connect on site2010 Launch partner for Like button at Facebook f8 conference2010/2011 Launched Instant personalisation2011 â surfacing FB check-ins and likes to users2011 more to comeâŠstay tuned!
This is great information for a creative on TA for the hotel industry, if you want to boost interaction and conversion rates it looks like that you should consider: Layering in the review/rating that your property has on TA. Examples are Hilton and Sol Melia in Europe using their ratings and our brand on the CPM creative If you have a good location you might want to show a map on a creative rotation to showcase the property next to great attractions or restaurants etc in the area