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UNWTO Silk Road Travel Trends on TripAdvisor
Sarah Mathews – Head of Destination Marketing, APAC
Xian, June 18th, 2015
o TripAdvisor – 2015
o The Chinese outbound market
o Key trends and statistics on the UNWTO Silk
Road member countries on TripAdvisor
o Quick list on how to get involved
TRIPADVISOR – 2015
million million
**Source: Google Analytics, average monthly unique users, Q1 2015
businesses
points of
sales traveller photos
million unique monthly visitors*
million reviews & opinions*
pieces of content posted/minute
TripAdvisor in numbers
THE CHINESE OUTBOUND MARKET
Source: comScore March 2015
The World’s Largest Travel site TripAdvisor is the World’s largest travel site with 101.6m Unique Users in March 2015
LATAM
9m
EUROPE
42.9m
MIDDLE EAST &
AFRICA
3.7m
APAC
16.3m
NORTH AMERICA Desktop*
31.4m
NORTH AMERICA
With Mobile
59.3m
EUROPE With Mobile
47.8m
Source: comScore October 2014
Asia will become a major source of tourists with 1 billion Asian travellers by 2030
Source: Winning the next Billion Asian Travelers – Starting with China, The Boston Consulting Group, December 2013.
Importance of growth in Asia & China
China will account for >60% of the opportunity
Dream destinations for Chinese travellers
Next trip
Maldives
Japan
Taiwan
Korea
Thailand
Singapore
Hongkong
Australia
France
US
UK
Italy
New Zealand
Malaysia
Spain
Source: Winning the next Billion Asian Travelers – Starting with China, The Boston Consulting Group, December 2013.
Between 2010 and 2020, the
number of Chinese travellers
to the EU will grow by 5x
Source: Winning the next Billion Asian Travelers – Starting with China, The Boston Consulting Group, December 2013.
China outbound travel spend will reach 250Bn in 6 years
China Travel Market money spent on travel (in US$ Billion)
80
250
700
2013 2020 2030
1750 total
711 total
260 total
Outbound travel
Domestic travel
Source: Winning the next Billion Asian Travelers – Starting with China, The Boston Consulting Group, December 2013.
Top 4 cities account for <30% of outbound travellers
The 4 mega cities
Beijing, Shenzhen, Shanghai,
Guangzhou account for only
27% of traffic
(Roughly 300) account for the
remaining 73% and show growth
of 2–3x that of the mega cities
The other cities
China unique visitors to TripAdvisor
for outbound travel
Source: Winning the next Billion Asian Travelers – Starting with China, The Boston Consulting Group, December 2013.
SILK ROAD – TRAVELLER TRENDS
Seasonality of research on TripAdvisor
TripAdvisor internal data June 2015
Mediterranean high traffic countries dominate the seasonality curve
Top 15 global travellers researching Silk Road
TripAdvisor internal data June 2015
Top 15 global markets researching Silk Road countries based on IP
Top 10 researched Silk Road member countries
TripAdvisor internal data June 2015
Which Silk Road countries get the most views on TripAdvisor by global travellers
Congratulations to all 2015 winners across Silk Road
TripAdvisor internal data on TC and CoE winners 2015
Traveller’s Choice 2015 Silk Road winners:
o 1,701 Traveller’s Choice Hotel winners
o 59 Traveller’s Choice Beach winners
o 33 Traveller’s Choice Island winners
o 100 Traveller’s Choice Destination winners
Certificate of Excellence 2015 Silk Road winners:
o 26,483 Accommodation winners
o 13,374 Attraction winners
o 45,723 Eatery winners
Increase on reviews on TripAdvisor for Silk Road
TripAdvisor internal data – number of new reviews
Overall review increase of reviews for Silk Road countries is +48%!
Year-on-year growth based on number of new reviews for Silk Road:
Highest rated Silk Road countries
TripAdvisor internal data 2013 – May 2015, Silk Road countries with over 1,000 reviews were included
Based on highest average bubble rating (not total number of reviews)
With % growth in review count rom Jan 2013 to May 2015
How can your country/business get more involved
*(except self catering rentals and multi-day tours)
Quick take-aways
o The amount of content your destination has on TripAdvisor will influence how much time travellers spend researching your country - more content will ultimately mean that travellers are more likely to choose visit your country
• Tourism businesses*, such as accommodations, restaurants and attractions can list themselves for free on TripAdvisor Once listed they can upload images & videos, add a description and respond to reviews
• Destinations can claim ownership of their country, region city and upload images and videos for free
• Forums give great insight to what travellers need to know about your destination, top 10 questions give you a quick overview
