Travellers reviews impact on destination brands. Jonathan Howlett VP Global Destination Marketing

Transcription

1 Travellers reviews impact on destination brands Jonathan Howlett VP Global Destination Marketing

2 Evolution Of Travel The Users Take Control Advanced Discovery Plan & Have The Perfect Trip Source: Oyster.com a TripAdvisor owned company

3 The Power of Community & Reviews 35% 30% 25% 20% 15% 10% 5% 0% 28% 26% 25% 32% Yes, if there are multiple customer Reviews to read % 21% 30% 30% Yes, if I believe the reviews are authentic 33% 28% 21% 13% No, I don t trust online reviews 88% TripAdvisor 82% Amazon 79% Mumsnet 74% LinkedIn 69% Personal blog 67% Pinterest 61% Google + 56% Twitter 55% of consumers Brand/business say they blog trust online reviews 54% as much as Instagram personal recommendations 49% Facebook 46% Source: Phocuswright/TripBarometer/CIM & YouGov

4 TripAdvisor: The World s Largest Travel Site Over 6,000 unique users looking at reviews every second of every day 1 M I L L I O N Reviews & Opinions 3 5 M I L L I O N Reviews & Opinions O V E R 1. 5 M I L L I O N Businesses Listed M I L L I O N Reviews & Opinions 2005 G O E S L I V E M I L L I O N M O N T H LY Unique Visitors 7 5 M I L L I O N Reviews & Opinions 5 0 M I L L I O N M O N T H LY Unique Visitors *Source: Google Analytics, worldwide data, average monthly views Q does not include traffic to daodao.com / TripAdvisor internal data

5 TripAdvisor The World s Largest Travel Site TripAdvisor Media Group TripAdvisor Booking.com Qunar Ctrip.com International Expedia Hotels.com Trivago Sites Sohu Travel Agoda Skyscanner Sites Note: For comparison purposes data above reflects Desktop only Date source: comscore October TripAdvisor in Russia TripAdvisor TripAdvisor Aviasales Booking.com Russian Railways Tonkosti Skyscanner Sites Ozon Top Hotels Aeroflot Votpusk Ostrovok % of the Travel Market

6 From look to book on TripAdvisor Advocate Reviews, Facebook, Word of mouth Awareness Not planning but open to inspiration Experience Actively on vacation Consideration Starting the process Booking Flight -> Hotel Comparison Short list of hotels

7 Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013 Jul 2013 Aug 2013 Sep 2013 Oct 2013 Nov 2013 Dec 2013 Jan 2014 Feb 2014 Mar 2014 Apr 2014 May 2014 Jun 2014 Jul 2014 Aug 2014 Sep 2014 Oct 2014 Nov 2014 Dec 2014 Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015 Jul 2015 Aug 2015 Sep 2015 Oct 2015 Nov 2015 Dec 2015 Jan 2016 Feb 2016 TripAdvisor - Devices Used By Travellers Global Users Looking at All Destinations Globally Desktop Mobile Tablet Source: TripAdvisor Internal Data

8 No Roaming Charge A City in Your Pocket! A great user experience

9 9 TRIPADVISOR S IMPACT ON TRAVEL

10 TripAdvisor s Impact On Travel Oxford Economics Study Effects To Travellers & The Industry Traveller Effects Travel Industry Effects New Trips Service Improvement Emboldened Travel Decisions New Destinations Better Relations Direct Customer Feedback New Properties Positive Reviews Longer Stay Repeat Visits Better Travel Experiences Value For Money Increased Spending Pricing Power Greater Exposure Reward For Quality Experiences TripAdvisor - Increases in net destination trips, nights, spending Source: Oxford Economics - The Global Impact of TripAdvisor on Travel and the Economy

11 TripAdvisor s Impact On Travel Oxford Economics Study - Putting some figures behind the Impact 11% Of Global Travel Market Online Influenced 1.9bn (10.9%) Tourism Nights In 2014 Impact - $64bn would not have happened without TripAdvisor (9.9% Of Total) Source: Oxford Economics - The Global Impact of TripAdvisor on Travel and the Economy

12 12 IMPACT OF USER GENERATED REVIEWS

13 TripAdvisor s Impact User Generated Content It is all about confidence and experiences for THE TRAVELLER More than 80% of TripAdvisor travellers feel that TripAdvisor reviews help them feel more confident in their travel decisions and have a better trip Source: PhoCusWright s Custom Survey Research Engagement, prepared for TripAdvisor. May 2015

14 Do Online Reviews Impact Booking? 86% 93% of global travelers say reviews are influential when choosing where to book of global hotels say reviews are influential in future bookings Source: TripBarometer by TripAdvisor, October 2015

15 Reviews influence traveller decisions 80% of respondents say seeing a hotel management response to reviews makes me believe that it cares more about its guests. 85% of respondents say an appropriate management response to a bad review improves my impression of the hotel. Source: Independent PhoCusWright study Custom Survey Research Engagement, September

16 TripAdvisor Reviews are Largely Positive Focus of the site and the users are aligned = what is a great experience! 31% 48% 12% 5% 4% Average Review Score: 4.13 Source: TripAdvisor, September 2015

17 Key factors that influence your popularity Quantity Quality Recent Reviews

18 Fantastic Recognition for Great Service Russia has some fantastic winners! The Very Best of Travel Chosen by Millions of Travellers Best Hotels 2016 Best Destinations 2016 Best Beaches 2016

19 RUSSIAN REVIEWS ON TRIPADVISOR

20 Russia Reviews and Ratings # Reviews Accommodation Attraction Eatery o Russia saw an impressive growth in reviews in 2015, some 6 times higher than 2013 mostly driven by restaurants and attractions 4,30 4,20 4,10 4,00 3,90 3,80 3,70 Accommodation o The average review score for Russia hotels has also increased significantly year on year, from an average of 3.90 in 2013 to over 4.14 in ,60 Source: TripAdvisor Internal Reviews Data 20

21 Russia Hotels sub Bubble Ratings Accommodations Sub-bubble Scores Location 4,35 Overall Bubble Score 4.14 Cleanliness Sleep Quality 4,19 4,30 Staff / service 4,17 Room 4,06 Value 4,00 Source: TripAdvisor Internal Reviews Data 21

22 o Russia vs. EU Countries Ratings Global IPs Russian attractions and restaurants are consistently rated higher than the average EU rating, and accommodations have improved since Sept ,25 4,20 4,15 4,10 4,05 4,00 3,95 3,90 Accommodations 4,70 4,60 4,50 4,40 4,30 4,20 Attractions 4,25 4,20 4,15 4,10 4,05 4,00 3,95 3,90 Restaurants Source: TripAdvisor Internal Data 22

23 Russia Ratings by Reviewer Country o Visitors to Russia from Kazakhstan tend to write the higher overall review scores for all Russia properties. Hotels Attractions Restaurants Ukraine 4,35 Canada 4,72 Ukraine 4,43 Kazakhstan 4,32 Kazakhstan 4,71 Kazakhstan 4,36 Brazil 4,32 United States 4,67 Latvia 4,31 Israel 4,32 Brazil 4,66 Poland 4,28 United States 4,29 Australia 4,65 Israel 4,27 United Kingdom 4,28 Austria 4,63 Belarus 4,26 Sweden 4,23 United Kingdom 4,62 Brazil 4,24 Switzerland 4,22 Ukraine 4,60 United States 4,24 Belarus 4,21 Germany 4,59 Turkey 4,24 France 4,19 Belarus 4,59 Austria 4,23 Source: TripAdvisor Internal Data Date range: Jan 2015 Feb Based on top 25 markets reviewing Russian properties 23

24 Russia Views on TripAdvisor o The top market viewing Russia pages on TripAdvisor is Russia itself, making up more than 80% of total 2015 views to Russian content Source: TripAdvisor Internal Site Data 24

25 o Top International Markets viewing Russia 14% of international views to Russia pages on TripAdvisor are from US users o Views from Belarus and Kazakhstan more than doubled in 2015 % Int l Countries, 2015 Countries YoY United States 14% United States 14% Ukraine 9% Ukraine 111% United Kingdom 7% United Kingdom 12% Germany 5% Germany 4% Italy 4% Italy 20% China 4% China -1% France 4% France 30% Belarus 3% Belarus 126% Kazakhstan 3% Kazakhstan 127% Spain 3% Spain 39% Source: TripAdvisor Internal Site Data 25

26 TA Bubble Score TripAdvisor Review of Bubble Score by Star Rating The Best of the Rest Bubble Score & Star Rating 2.8% of reviews Excellent smaller examples of success The Best of the Best Bubble Score & Star Rating 15.7% of reviews Larger Hotels & with great scores % Total Russia Reviews Hotel Star Rating Row Labels Grand Total % 2.5% 4.3% 15.7% 22.7% % 10.0% 15.7% 4.8% 31.0% % 26.0% 3.5% 0.6% 36.3% % 1.1% 0.1% 0.0% 10.0% Grand Total 15.7% 39.7% 23.5% 21.1% 100.0% Low Stars & Low Bubble Score Bubble Score & Star Rating 42.2% The long tail: many smaller properties High Star, Low Bubble Rating Bubble Score & Star Rating 0.6% Potentially affecting Russia brand Source: TripAdvisor Internal Reviews Data 26

27 Key Takeaways o Reviews impact the whole travel purchase funnel. o Traveller confidence through reviews creates real economic value. o Building and responding to all reviews creates positive influence. o TripAdvisor reviews on Russia have grown strongly. o Russian scorecard is strong, largely matching expectation. o Scope for Russia to build internationally traffic outside the region.

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