The power of ratings Ross Murray. What the world thinks of Sheffield and how everyone can get the most out of it!

Transcription

1 The power of ratings Ross Murray What the world thinks of Sheffield and how everyone can get the most out of it!

2 Agenda o o o o o TripAdvisor Overview UK insights on TripAdvisor Sheffield insights on TripAdvisor Stars of Sheffield tourism Using Reviews to Power your Business

3 TripAdvisor: The World s Largest Travel Site* Users have downloaded TripAdvisor apps more than 340 million times 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: comscore Media Metrix for TripAdvisor Sites, worldwide, May 2016 **Source: TripAdvisor log files, Q

4 TripAdvisor Now? TripAdvisor is the world s largest travel site* 455M Average unique monthly visitors** 49 Markets worldwide 630M Reviews and opinions 7.5M Accommodations, restaurants and attractions *Source: comscore Media Metrix for TripAdvisor Sites, worldwide, May 2017 ** Source: TripAdvisor log files, Q

5 TripAdvisor: World s largest travel site We are in 49 countries and in 28 languages 5

6 From look to book on TripAdvisor Week -20+ Not Yet Ready Already thinking about next trip! Awareness Not planning but open to inspiration Week -16: 5 Destinations 0 Hotels Advocate Reviews, Facebook, WoM Consideration Starting the process Week -12: 3 Destinations 6 Hotels Book Additional Activities Restaurants Attractions Tours, etc. Experience Actively on vacation Booking Flight -> Hotel Comparison Short list of hotels Week 0 Booked Week -4: 1 Destination 15 Hotels 6

7 THE UK ON TRIPADVISOR

8 Global Sessions Viewing The UK 8

9 Top 20 Markets Viewing The UK The Top Markets Over The Last Two Years unique lookers The United States makes up the largest market viewing the UK destinations, followed by Germany and then France Countries such as Hong Kong and Russia had less than 1% each of views of UK content 9

10 Wait what about Sheffield? 10

11 Unique Visitors To Sheffield Content Over The Past 2 Years? 8,055,623 11

12 Top 20 Markets Viewing Sheffield In The Last 2 Years The United States makes up the largest market viewing Sheffield destinations, followed by Spain and then France Countries such as Russia, Belgium, Greece and South Korea had less than 1.4% each of views of Sheffield content 12

13 The Americans 13

14 Top 20 Markets Viewing Sheffield By Platform Of the top 20 countries, South Africa, Spain and Japan have the highest share of Sheffield views from either a mobile device or a tablet A full 69% of views of Sheffield content from South Africa comes from mobile devices, while 15% of all Sheffield views on TripAdvisor from Australia are on a tablet Source: TripAdvisor internal data Date range: Apr 2016 Mar

15 Who are Sheffield s Competitors? o Globally o UK New York London Paris Manchester Barcelona Birmingham Benidorm Liverpool Rome Glasgow 15

16 IMPACT OF REVIEWS

17 The Power of Reviews for Hotels 96% consider reading reviews important when planning and booking hotels 83% will usually or always reference TripAdvisor reviews before making a booking decision on a hotel Source: 2015 Custom Survey Research Engagement conducted by Phocuswright on behalf of TripAdvisor.. 17

18 The Power of Reviews for Restaurants and Attractions 85% will usually or always reference TripAdvisor reviews before booking a restaurant 79% will usually or always reference TripAdvisor reviews before deciding on an attraction to visit Source: 2015 Custom Survey Research Engagement conducted by Phocuswright on behalf of TripAdvisor.. 18

19 Understanding the motivation to share People want to share positive experiences and pay it forward for the advice they received from others 73% 70% 4 out of 5 of of TripAdvisor users report that they wrote a review in the past year because they wanted to share a good experience with travellers is the average bubble rating on TripAdvisor TripAdvisor users wrote a review in the past year because they received good advice from reviews and wanted to give back to the community 19

20 But what work s best for Sheffield? 20

21 Accommodation vs attractions vs restaurants 4.60 Accommodation

22 Accommodation vs attractions vs restaurants 4.60 Accommodation vs Restaurants

23 Accommodation vs attractions vs restaurants 4.60 Accommodation vs Restaurants vs Attractions

24 SHEFFIELD VS THE WORLD

25 How are Sheffield s attractions compared to the rest of the world? Jan 2016 Feb 2016 Mar 2016 Apr 2016 May 2016 Jun 2016 Jul 2016 Aug 2016 Sep 2016 Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017 Apr 2017 May 2017 Jun 2017 Jul 2017 Aug 2017 Sep 2017 Oct 2017 Nov 2017 Dec 2017 Jan 2018 Feb 2018 Mar 2018 Apr 2018 May 2018 Jun

26 How are Sheffield s attractions compared to the rest of the world?

27 Sheffield vs. The World vs England 27

28 How are Sheffield s attractions compared to the rest of the world?

29 Sheffield vs. The World vs England vs Dublin 29

30 How are Sheffield s attractions compared to the rest of the world?

31 Sheffield vs. The World vs England vs Dublin vs Amsterdam 31

32 How are Sheffield s attractions compared to the rest of the world?

33 How are Sheffield s attractions compared to the rest of the world?

34 ??? 34

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36 Federated Republic of Micronesia of course 36

37 WHO LIKES WHAT?

38 The World Reviewing Sheffield Global average Ireland Germany USA Yourselves???? 38

39 Irish market 39

40 The World Reviewing Sheffield Global average Ireland Germany USA Yourselves???? 40

41 The Germans 41

42 The World Reviewing Sheffield Global average Ireland Germany USA Yourselves???? 42

43 The Americans 43

44 The World Reviewing Sheffield Global average Ireland Germany USA Yourselves???? 44

45 The World Reviewing Sheffield Global average Ireland Germany USA Yourselves???? 45

46 The World Reviewing Sheffield Global average Ireland Germany USA Yourselves???? 46

47 Who loves ya baby? 47

48 The All Stars of Sheffield Tourism 48

49 Some of Sheffield s Top Performers. Accommodations An average of 4.99 out of 94 reviews An average of 4.57 out of 248 reviews 49

50 Top Rated Things to do An average of 4.98 out of 171 reviews An average of 4.83 out of 1,093 reviews 50

51 Top Rated Places To Eat An average of 4.91 out of 87 reviews An average of 4.80 out of 463 reviews 51

52 1. Make sure your business is registered on TripAdvisor and use it 52

53 TripAdvisor - The World s Largest Travel Site Find Your Listing 53

54 2. A picture really is worth a thousands words 54

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61 3. Do reply to comments 61

62 The thing about comments. 62

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67 4. A bad review isn t WRONG it s free customer research 67

68 If you are getting reviews like this 68

69 If you are getting reviews like this 69

70 Sometimes people are just weird 70

71 5. Be visible about your TripAdvisor profile Online and offline 71

72 People look for security 72

73 People look for security 73

74 Owners look for feedback 74

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