TripAdvisor RTONZ Workshop
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1 TripAdvisor RTONZ Workshop
2 Agenda Reviews & Ratings Social Mobile Partnerships
3 Three powerful forces transforming travel Content Real Opinions Recent Relevant to you Social Friend Graph Sharing Consumption Mobile Always Available Location Based Socially Aware
4 TripAdvisor Reviews & Ratings Analysis
5 TripAdvisor - Research 40%+ increase in PVs Shift in research Domestic travel Source: TripAdvisor Internal data Q3 2011
6 TripAdvisor - Research Source: TripAdvisor Internal data Q3 2011
7 If budget were not a factor, which - continent, country or area would you most want to visit in 2011? 30% UK France Italy Germany Spain Pan European 25% 20% 15% 10% 5% 0% Source: TripAdvisor Traveller Trends Survey Q4 2010
8 The power of UGC 2011 Forrester Research** 81% travellers said reviews were important when deciding which hotel to stay at. 75% of travellers said their holiday was better because they used reviews to make sure they picked the best place for them to stay at % of respondents usually or always consult TripAdvisor reviews before booking a hotel (PhoCusWright***) Source: * PhoCusWright s European Consumer Travel Report Q2 2010; ** Forrester research survey Q *** According to a July 2011 PhoCusWright survey of 3,641 respondents. Participants for the study were solicited at random through a pop-up invitation link on TripAdvisor.com.
9 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
10 Competitive Benchmarks Average Rating Costa Rica, Fiji, USA, Canada, Australia, Norway, Singapore & ** Global Average: 3.9 Source: TripAdvisor Internal, Nov 2011
11 Review Analysis +4.7K +4.3k +1.5k Source: TripAdvisor Internal data Q3 2011
12 Regional Review Analysis 30,000 Reviews & Opinions 25,000 20,000 15,000 10,000 5, Source: TripAdvisor Internal data Q3 2011
13 Regional Review Analysis 4.00 Average Score Source: TripAdvisor Internal data Q3 2011
14 Social
15 TripAdvisor Working With Facebook The wisdom of friends: Inspiration +20m active users +1.5 billion pins! Source: TripAdvisor Internal data Q3 2011
16 TripAdvisor Working With Facebook Pins Vs Australia +9.5m +34m pins for for AU NZ +34m Source: TripAdvisor Internal data Q3 2011
17 Instant Personalisation How It Works
18 New In August Place Pinning Increasing Value To The User Greater Interaction More personalization For local use and travellers
19 TripWoW 8,496 created about!
20 Mobile Something to think about in
21 Mobile Can you remember when you last left your house without your mobile phone
22 What are they all doing? One in five plans travel using a mobile device 29% have booked or researched accommodation 29% researched restaurants 28% checked flight status Greatest frustration: 47% roaming fees Source: TripAdvisor Mobile device travel survey May 2011
23 NEW STUFF!!! Mobile City Guides
24 NEW STUFF!!! Mobile City Guides
25 Our Travellers Your Potential Customers It is all about the user journey Travel Where to go? Inspiration What to do? How to get there? Country Where to stay? Book Research
26 The Modern Traveller on TripAdvisor
27 Holiday planning Inspiration 30-40% Review Inform & Research 60-70% Travel Book This process can take +30 days Source: December 2009 TripAdvisor travel trends survey 1,200 respondents Advertiser feedback and Comscore / Google Study 2007
28 TripAdvisor travellers choosing destination Inspiration - Destination Selection Sold Destination Targeted 53% Sold Long Haul 3% Sold Competitive Region 44% 47% of our travellers book a different geo to the one they first started researching 32% use TA at the beginning when I am looking to be inspired with a destination to visit** 39% use TA at the beginning when I am choosing between destinations** Source: OTA report Q1 & Q December 2009 TripAdvisor Travel Trends Survey 1,200 respondents **
29 When booking a hotel, which of the following will be your biggest influence of purchasing decision in 2011? 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% UK France Italy Germany Spain Pan European Source: TripAdvisor Traveller Trends Survey Q4 2010
30 What Does This All Mean to You?
31 Register to the Owner Centre it s FREE! Source: TripAdvisor
32 Manage your presence on TripAdvisor
33 Add content to your site
34 Add your photos & videos Example: Tourism Turkey 14 videos currently loaded 55k video views Rating of 4.2 average viewer
35 Add your details to Traveller Articles
36 Be active in the forums South Africa forums: Topics: 19,660 Posts: 118,929
37 How can I get better presence If I was considering two comparable properties, the presence of management responses on one would sway me in its favor. Source: A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, 2010 Q4 Forrester/TripAdvisor Custom Online Survey
38 Traveler feedback on management responses I like it that the Hotel management responds to posts here says a lot about their focus on their customers. TripAdvisor member hazy-amersham The manager of the hotel did respond, but it took him a month to do so. I appreciate the seemingly thorough response given, but I wish he d done so in a more timely manner. I might have overcome my concerns about the safety of staying at his hotel and kept my reservation. TripAdvisor member OhioGirlScout I also like the fact that a management representative replies to some comments made by guests. This tells me that Lennons on Chifley are a hotel that care about their guests and reputation and go to lengths to acknowledge and rectify issues. Well done. TripAdvisor member - Rosli
39 Seeing a management response to reviews is important to me. Source: A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, 2010 Q4 Forrester/TripAdvisor Custom Online Survey 39
40 Should I respond to reviews A management response to a bad review reassures me. A management response to a good review makes me think highly of the hotel. Source: A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, 2010 Q4 Forrester/TripAdvisor Custom Online Survey
41 If I was considering two comparable properties, the presence of management responses on one would sway me in its favor. Source: A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, 2010 Q4 Forrester/TripAdvisor Custom Online Survey 41
42 An aggressive management response To a bad review makes the hotel look worse. Source: A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, 2010 Q4 Forrester/TripAdvisor Custom Online Survey
43 Do respond!!
44 What would consumers like to see on your site Which social media tools do you expect companies to use? Source: UK Customer Satisfaction Index, July 2010
45 Samples on who is already using UGC Turisme Barcelona Deutschland Tourismus
46 And what do Case Consumers study: Visit really Scotland think about it? VisitScotland.com users agree: 81% TripAdvisor reviews are appropriate 79% TripAdvisor reviews are useful 72% TripAdvisor reviews enhance credibility 53% More likely to book on VisitScotland.com Base - all who have seen Tripadvisor reviews on VisitScotland.com
47 Traveller Forums on your site!
48 Get more reviews enrich your content Barcelona Turisme : hotel, attraction and restaurant reviews
49 Take-aways.
50 Thank you Sales Manager, APAC Tel
51 THANK YOU
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