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Travellers Take Control ‐ The Power of Posi4ve Opinion

Tripadvisor East Africa

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Presentation by Helena Egan from Trip Advisor at E-Tourism East Africa Conference September 2-3rd 2010 Nairobi

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Page 1: Tripadvisor East Africa

Travellers Take Control ‐  The Power of  

Posi4ve Opinion 

Page 2: Tripadvisor East Africa

Why TripAdvisor? Redefining Travel Research For Over 10 Years 

Source:   Comscore July 2010   TripAdvisor Internal data July 2010 

?  ✓ +42m 

40m+ reviews 

 20 new reviews, opinions or images posted every minute!  

  900million+ monthly pageviews  

2008 Forrester found that 69% of leisure hotel bookers read consumer ra4ngs when 

choosing a hotel 

Page 3: Tripadvisor East Africa

How to get there? Where to go? 

What to do when you arrive? 

Where to stay? 

Our Travellers – Your Poten4al Customers 

Page 4: Tripadvisor East Africa

•  5 million monthly active users

•  1 billion pins of where travellers are going, have been, can advise friends, & favourite destinations

Facebook applica4ons 

Page 5: Tripadvisor East Africa

…get your friends to help you! 

Page 6: Tripadvisor East Africa

I like this – going viral…. 

Page 7: Tripadvisor East Africa

And we like being liked too… 

Page 8: Tripadvisor East Africa

UNESCO project 2010  

Page 9: Tripadvisor East Africa

Connect with a Mobile Audience 

•  Connect with more than 2.8million unique monthly users 

•  Available in 17 countries and 11 different languages. 

•  Compa4ble with all major mobile phones and smart phones 

Page 10: Tripadvisor East Africa

Kenya on Tripadvisor 

Source: TripAdvisor Internal data – Visual Sciences – June 2010

•  75% of all travel planners online say they use the Internet to pick a des4na4on 

•  64% of all travel planners say TripAdvisor is the first place they go online 

(Questus survey, Jan 2008)

1.4million  monthly page views!! 

Page 11: Tripadvisor East Africa

Online reviews are trusted 

Source: Social Travel Report, Total Media, based on a sample of 1,375 British travellers, March 2010

Most trusted source of advice 

Page 12: Tripadvisor East Africa

Why are user reviews so popular? 

  Fresh  20 new pieces contributed every minute on TripAdvisor 

  Authen4c  Traveller photos don’t lie  Wisdom of crowds : reviews from hundreds of people like you are most useful 

  Trustworthy  User generated content is independent 

Si#ng in traffic in Nairobi the next morning  By ccolbert2000 on Apr 2010 

Page 13: Tripadvisor East Africa

More and more people are pos4ng reviews 

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Source: Social Travel Report, Total Media March 2010 

40% of Britons over 25 have wriben a holiday review 

online 

 79% of US online travellers have read a review of a product or service online 

 48% have posted a review of a product or service 

Source: PhoCusWright’s Consumer Technology Survey, Third EdiKon, 2010  

You’re not alone  needing or giving travel advise… 

Page 14: Tripadvisor East Africa

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More Raves than Rants 

Reviews on TripAdvisor are mainly posi4ve – Average score is 3.74 

Page 15: Tripadvisor East Africa

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How you can make TripAdvisor to work for you 

• Monitor 

• Engage  

• Promote 

Page 16: Tripadvisor East Africa

Get yourself listed! 

Page 17: Tripadvisor East Africa

Monitor –  Kenya has 16,824posts  

Page 18: Tripadvisor East Africa

Engage – add your photos & videos! 

Add videos ‐  

•  Example Tourism Turkey 

•  15 videos currently loaded 

•  30k video views 

•  4.2 average viewer 

Page 19: Tripadvisor East Africa

Owners’ Center & Management Responses 

Something new for the hotels 

Page 20: Tripadvisor East Africa

Link to your website & email cost involved 

Page 21: Tripadvisor East Africa

Fairview Hotel Nairobi is engaging! 

Page 22: Tripadvisor East Africa

Content on Gamewatchers Safaris page  

Page 23: Tripadvisor East Africa

Content ‐ Case study 

Visit Scotland: hotel reviews

81% of VisitScotland.com users who no4ced the TripAdvisor content believe it is 

appropriate for VisitScotland.com to feature Tripadvisor reviews on its lis4ngs 

Page 24: Tripadvisor East Africa

Get more reviews = more content! 

Barcelona Turisme: hotel, abrac4on and restaurant reviews 

Page 25: Tripadvisor East Africa

Adver4sing based promo4on 

Page 26: Tripadvisor East Africa

Thank you! 

Helena Egan Des4na4on Marke4ng 

Tel +44 20 3320 3235 Mobile: +44 77147 65 154 Email: [email protected]  Questions?