GCMB's Tripadvisor 2016 Presentation
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Glasgow City Marketing Bureau partnered with TripAdvisor, the world’s largest travel site, to excite businesses about increase the city’s visibility on channel. Every month, millions of visitors come to TripAdvisor to research businesses and plan their next trip, so we encourage you to take advantage of the tremendous opportunities offered by this global marketplace.
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GCMB's Tripadvisor 2016 Presentation
- 1. Maximising your presence through TripAdvisor Dimitri Vanel, Partnerships Manager | GCMB & TripAdvisor
- 2. o TripAdvisor Overview o Glasgow on TripAdvisor o TripBarometer – 2016 travel trends o Impact of Reviews o Best Tips | Agenda
- 4. YEAR 2000WHERE IT ALL BEGAN
- 5. TripAdvisor introduces Instant Booking on mobile TripAdvisor Highlights 5 2001 2002 2004 2009 2010 2013 2014 Today First ever traveler review is posted on TripAdvisor Restaurants added to the site for the first time Popularity Index launched, ranking properties according to traveler feedback TripAdvisor forums are created A flights search feature is launched on the site TripAdvisor launches first iPhone app Hotel price comparison launches Vacation Rentals are added to the site Partners with Facebook TripAdvisor acquires and TripAdvisor reaches 340 million Unique monthly users
- 6. MISSION HELPING TRAVELERS PLAN AND BOOK THE PERFECT TRIP
- 7. 7 Reach potential guests worldwide
- 8. million 340 unique monthly visitors million 103 TripAdvisor members million 350 reviews and opinions 230+contributions every minute
- 9. 9 TripAdvisor – UK has highest use in Europe UNITED KINGDOM 11m GERMANY 6mFRANCE 6.4m SPAIN 3.8m ITALY 5.8m UNITED KINGDOM With Mobile 19.5m 47.4million EU Desktop UK, Desktop: 11 million UK, w/ Mobile: 19.5 million Other Markets UUs Russia 4.6m Turkey 1.1m Netherlands 1m Source: comScore November 2015
- 10. 10 Glasgow on TripAdvisor o Travellers’ Choice Destination Winner o 176 Accommodations (including hotels, B&Bs and speciality lodgings) o 271 Holiday rentals o 595 Things to Do o 2,202 Restaurants o 362,450 Reviews and opinions o 17,986 Traveller photos o 4,997 Forum posts o 89% Registered Owners
- 11. 11 Top 20 Markets Viewing Glasgow in 2015/2016 Source: TripAdvisor Internal Site Data Date range: January 2015 – April 2016 11 78.5% 5.9% 1.8% 1.4% 1.3% 1.2% 1.1% 1.0% 0.7% 0.7% 0.5% 0.5% 0.3% 0.3% 0.3% 0.3% 0.3% 0.2% 0.2% 0.2% United Kingdom United States Germany France Canada Australia Italy Spain Ireland The Netherlands China Switzerland India Belgium Japan Sweden Norway Brazil Singapore Austria
- 12. 12 YoY Growth in Glasgow Destination Views by Market o Out of the top 20 countries viewing Glasgow, Germany, The Netherlands and Norway showed especially strong increased views in 2016 versus 2015 Source: TripAdvisor Internal Site Data Date range: April 2014 – April 2016 12 +1.4% -9.4% -3.8% -17.5% +30.5% -25.8% -56.3% +5.7% -4.9% -7.6% +29.2% -22.0% -16.3% -33.6% -20.0% +9.7% +17.6% -11.1% +5.6% +1.1% United Kingdom United States Canada Ireland Germany Australia China France Spain Italy The Netherlands India Japan Brazil Switzerland Poland Norway Singapore Sweden Iceland
- 13. 13 Top 10 Markets Viewing Glasgow On Mobile Source: TripAdvisor Internal Session Data Date range: April 2015 – April 2016 Mobile Tablet Desktop 43% 67% 57% 43% 34% 37% 26% 39% 34% 42% 2% 6% 13% 20% 17% 26% 13% 15% 15% 31% 37% 45% 45% 46% 47% 48% 52% Norway China Russia South Africa Ireland Spain United Kingdom United Arab Emirates Italy
- 14. KEY TRAVEL TRENDS FOR 2016
- 15. 15 17% will try solo travel for the first time in 2016 15% will try adventure travel for the first time 1 in 5 global travelers said they would try a cruise for the first time in 2016 Seeking new experiences Source:TripBarometer , October 2015. A study by TripAdvisor and global research firm, Ipsos Almost 7 in 10 global travellers are planning to try something new in 2016 (69%).
- 16. 16 Culture, Special Offers and Media influence destination choices visited a destination because they saw it on a TV show Source:TripBarometer , October 2015. A study by TripAdvisor and global research firm, Ipsos 47% 21% 20% Today’s travellers choose destinations for a number of reasons, including accommodation special offers. chose a destination because of the culture and people of the specific country have chosen a destination because a hotel had a special offer or package.
- 17. 17 Travelers want to stay cool and connected say air conditioning is a must-have when choosing a place to stay. of global travelers will look elsewhere if free in-room WiFi is not offered Source:TripBarometer , October 2015. A study by TripAdvisor and global research firm, Ipsos Among the amenities that travelers look for when booking accommodation in 2016, air conditioning and WiFi stand out. 46% 63%
- 18. 18 Smartphones are essential Source: TripBarometer, October 2015 75%of global travelers will not leave home without their smartphones
- 20. 20 The Power of Reviews Did you know 54% of travelers won’t book a hotel that doesn’t have any reviews? Source: Phocuswright’s TripAdvisor Custom Survey 2015: Global
- 21. 21 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 TripAdvisor users wrote a review in the past year because they received good advice from reviews and wanted to give back to the community 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
- 22. USING REVIEWS TO POWER YOUR BUSINESS
- 23. 23 Key factors influencing your popularity on TripAdvisor QUALITY QUANTITY RECENCY
- 24. 24 Highly engaged hotels see more results on TripAdvisor What makes a hotel highly engaged on TripAdvisor? • At least one active, verified owner • 10+ Management Photos on their listings • 25%+ of reviews receive a Management Response How highly engaged hotels perform over others: Atmosphere Research Group study links engagement and performance Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015
- 25. BEST TIPS
- 26. 26 of TripAdvisor users are more likely to book a hotel which responds to traveller reviews versus a comparable hotel which doesn’t provide management responses 65% of TripAdvisor users users agree that a thoughtful management response to a bad review improves their impression of a hotel 85% Management Responses Influence traveller decisions
- 27. Source: comScore July 2015 Anatomy of a good response THANKS FOLLOWS UP APOLOGIZES REINFORCES POSITIVE INVITES BACK DEMONSTRATES IMPORTANCE OF GUEST FEEDBACK
- 28. Source: comScore July 2015 Increasing the number of recent reviews using the Review Express Tool Easier than ever to ask guests to write a review on TripAdvisor! o Engage with guests after they have stayed to encourage valuable feedback for your business o Use customizable templates to easily email recent guests o Use campaign dashboard to monitor incoming reviews and optimize campaigns o It’s FREE!
- 29. Source: comScore July 2015 Showcase your reviews and your awards
- 30. SUMMARY
- 31. 31 Key Takeaways • Register and get verified as a manager for your property • Engage with your visitors by asking them to share their experience • Respond to reviews • Showcase your reviews and awards • More tips available at www.tripadvisor.co.uk/TripAdvisorInsights
Notes de l'éditeur
- As years passed….2001 – 2002 – 2010 (Mobile & Facebook) – 2014 to now
- 48 domains in 28 languages
- Each month over 340 million unique visitors come to TripAdvisor to plan and book their travels Drawing inspiration and advice from the 350 million reviews and opinions on the site and the 6.5 million listings
- In Europe – UK traffic is the highest
- More important than toiletries. Smartphones have become an extension of travelers – the ultimate travel companion.
- PLAY VIDEO - Reveals that more than half of global respondents do not want to make a booking commitment until they read reviews and find out what other travelers thought about the property. - According to the study, respondents turn to TripAdvisor on a regular basis. Twenty nine percent visit the site several times a month, 12 percent say they check the site at least once a week and 26 percent regularly use the site more than once a week. Overall, this means that 67 percent of respondents check TripAdvisor a few times a month or more. - More than 80 percent say the site’s reviews help them feel more confident in their travel decisions, and help them to have a better trip. Of those polled, 93 percent of respondents feel that a hotel stay is very important to the overall trip experience.
- The results of a recent study conducted by Atmosphere Research Group, reveals the link between hotel engagement and performance on the world’s largest travel site. By analyzing the performance of 12,000 hotels in the top 25 traffic destinations on TripAdvisor, Atmosphere found common traits of top performing hotels. These hotels have at least one active, verified owner; 10 or more Management Photos and respond to at least 25% of reviews. These highly engaged hotels receive nearly 4x’s more average page views per month, have higher Pop Index rankings, and see 30 – 40% more engagement with revenue driving products like Business Listings, than their un-engaged counterparts.