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The world’s largest travel site The world’s largest travel site
50 Million Reasons to Get Involved
Presented by
Karen Plumb
Commercial Director EMEA, Business Listings
Harnessing the power of social media to transform the future of travel planning
The world’s largest travel site The world’s largest travel site
Opportunity knocks…
“Travel review Web sites and hotel reviews
on online travel agencies (OTAs) are
among the most influential forces most
frequently cited by travelers when
shopping.”
-PhoCusWright, Social Media in Travel, June 2010
2
The world’s largest travel site The world’s largest travel site
3
“Planning and review sites are still on the
rise… Despite widespread stagnancy even
among non-transactional websites,
planning and reviews websites bucked the
trend by attracting more visitors in 2010.”
-PhoCusWright, Online Traffic
and Conversion Report 2nd ed., February 2011
…and it’s still growing
The world’s largest travel site The world’s largest travel site
The world’s largest travel site The world’s largest travel site
5 TripAdvisor Survey - 2011
What are the best thing about internet travel
developments in the past decade?
•Online check-in - 26%
•Candid traveller reviews – 16%
•Increased options for online travel bookings – 16%
The world’s largest travel site The world’s largest travel site
3%
16%
81%
Not important (1-3)
Neutral (4-6)
Important (7-10)
A commissioned survey conducted by Forrester
Consulting on behalf of TripAdvisor, “2010 Q4
Forrester/TripAdvisor Custom Online Survey”
6
How important are user reviews to you when
determining which hotel to stay at?
The world’s largest travel site The world’s largest travel site
21%
30%
49% Disagree (1-3)
Neutral (4-6)
Agree (7-10)
A commissioned survey conducted by Forrester
Consulting on behalf of TripAdvisor, “2010 Q4
Forrester/TripAdvisor Custom Online Survey”
7
I won’t book a property unless it has reviews.
The world’s largest travel site The world’s largest travel site
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The world’s largest travel site The world’s largest travel site
To help travelers
around the world
plan and have the
perfect trip
The world’s largest travel site The world’s largest travel site
Business Components
The world’s largest travel site The world’s largest travel site M
illio
n U
U’s
World’s largest travel site with 50M+ unique users a
month
Source: Comscore, August 2011
Europe
19.2m North
America
16m
LATAM
3m
APAC
10.2m
Middle East
&
Africa
2.6m
The world’s largest travel site The world’s largest travel site
• 50 million unique monthly visitors
worldwide and 20 million members
• 50 million unbiased reviews and
opinions of hotels, restaurants, and
attractions worldwide
• 1 million+ hotels, restaurants
and attractions reviewed in over
90,000 destinations
• Over 7 million traveller photos
• 25 new pieces of content posted a minute
• Published on ALL 30 TripAdvisor
domains in 21 different languages
World’s largest travel site
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The world’s largest travel site The world’s largest travel site
Reach Potential Guests Worldwide America www.tripadvisor.com Italy www.tripadvisor.it
Argentina www.tripadvisor.com.ar Japan www.tripadvisor.jp
Australia www.tripadvisor.com.au Korea www.tripadvisor.co.kr
Brasil www.tripadvisor.com.br Malaysia www.tripadvisor.com.my
Canada www.tripadvisor.ca Mexico www.tripadvisor.com.mx
China www.daodao.com Norway no.tripadvisor.com
Denmark www.tripadvisor.dk Poland pl.tripadvisor.com
Egypt www.tripadvisor.com.eg Russia www.tripadvisor.ru
France www.tripadvisor.fr Singapore www.tripadvisor.com.sg
Germany www.tripadvisor.de Spain www.tripadvisor.es
Greece www.tripadvisor.com.gr Sweden www.tripadvisor.se
Holland nl.tripadvisor.com Taiwan www.tripadvisor.tw
India www.tripadvisor.in Thailand th.tripadvisor.com
Indonesia www.tripadvisor.co.id Turkey www.tripadvisor.com.tr
Ireland www.tripadvisor.ie UK www.tripadvisor.co.uk
The world’s largest travel site The world’s largest travel site
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The world’s largest travel site The world’s largest travel site
Travelers are now using social
media and mobile in every phase
of trip planning…. No longer
trends for the future, social media
and mobile are taking center
stage in marketing, customer
service, and distribution. -PhoCusWright, U.S. Online Travel Overview, November 2010
“ “
The world’s largest travel site The world’s largest travel site
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The wisdom of friends: Inspiration
The world’s largest travel site The world’s largest travel site
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Hotel & travel search on the go
The world’s largest travel site The world’s largest travel site
The world’s largest travel site The world’s largest travel site
9% 8% 11%
27%
45%
1 2 3 4 5
Percentage of all ratings, October 2010
Average score is 3.90
19
TripAdvisor reviews are largely positive
The world’s largest travel site The world’s largest travel site
20
People want to listen to like minded travellers
The world’s largest travel site The world’s largest travel site
21
Taking a closer look at a listing
The world’s largest travel site The world’s largest travel site
Management Centre
22
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The world’s largest travel site The world’s largest travel site
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How to encourage reviews
The world’s largest travel site The world’s largest travel site
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Get notified of new reviews
The world’s largest travel site The world’s largest travel site
26
Your description: An opportunity to differentiate
The world’s largest travel site The world’s largest travel site
27
Photos & video – the more, the better
Primary photo
The world’s largest travel site The world’s largest travel site
28
Performance tracking
Benchmark
against local
competition
28
The world’s largest travel site The world’s largest travel site
Management Responses
29
The world’s largest travel site The world’s largest travel site
2%
19%
79%
Disagree (1-3)
Neutral (4-6)
Agree (7-10)
2%
20%
78%
Disagree (1-3)
Neutral (4-6)
Agree (7-10)
A management response to
a bad review reassures me.
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”
30
The world’s largest travel site The world’s largest travel site
4%
28%
68%
Disagree (1-3)
Neutral (4-6)
Agree (7-10)
A commissioned survey conducted by Forrester
Consulting on behalf of TripAdvisor, “2010 Q4
Forrester/TripAdvisor Custom Online Survey”
If I was considering two comparable properties, the
presence of management responses on one would
sway me in its favor.
31
The world’s largest travel site The world’s largest travel site
Hotels right of reply
The world’s largest travel site The world’s largest travel site
“People that lack taste and a life of their
own should try to venture out into the real
world instead of hiding behind a computer
spewing meaningless factless verbiage.”
“Prove the date of your stay because
such an incident has never been recorded
in the archives of our Hotel. We regret that
some customers spoil the time by writing
negative comments for Hotels.”
But not this way…
33
The world’s largest travel site The world’s largest travel site
A commissioned survey conducted
by Forrester Consulting on behalf of
TripAdvisor, “2010 Q4
Forrester/TripAdvisor Custom Online
Survey”
34
An aggressive management response to a bad
review makes the hotel look worse.
11%
29%
60%
Disagree (1-3)
Neutral (4-6)
Agree (7-10)
The world’s largest travel site The world’s largest travel site
The world’s largest travel site The world’s largest travel site
Get TripAdvisor to work for you:
36
The world’s largest travel site The world’s largest travel site
37
Use our tools to promote your property’s ranking
The world’s largest travel site The world’s largest travel site
38
What is a Business Listing?
The world’s largest travel site The world’s largest travel site
Special Offers – Your chance to rise to the top
The world’s largest travel site The world’s largest travel site
Three Powerful Forces Transforming Travel
Real Opinions
Recent
Relevant to you
Content Always Available
Location Based
Socially Aware
Mobile Friend Graph
Sharing
Consumption
Social
The world’s largest travel site The world’s largest travel site
How can we help?
• Phone
− +44 203 318 5019
• URL
− www.no.tripadvisor.com/Owners
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