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Harnessing 50 Million Reviews
- 1. The world’s largest travel site 50 Million Reasons to Get Involved Harnessing the power of social media to transform the future of travel planning Presented by Karen Plumb Commercial Director EMEA, Business Listings
- 2. The world’s largest travel site 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 2
- 3. The world’s largest travel site …and it’s still growing “Planning and review sites are still on the rise… Despite widespread stagnancy even among non-transactional websites, planning and reviews websites bucked the trend by attracting more visitors in 2010.” -PhoCusWright, Online Traffic and Conversion Report 2nd ed., February 2011 3
- 4. The world’s largest travel site
- 5. The world’s largest travel site What are the best thing about internet travel developments in the past decade? •Online check-in - 26% •Candid traveller reviews – 16% •Increased options for online travel bookings – 16% TripAdvisor Survey - 2011 5
- 6. The world’s largest travel site How important are user reviews to you when determining which hotel to stay at? 3% 16% Not important (1-3) Neutral (4-6) Important (7-10) 81% A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 6
- 7. The world’s largest travel site I won’t book a property unless it has reviews. 21% 49% Disagree (1-3) Neutral (4-6) Agree (7-10) 30% A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 7
- 8. The world’s largest travel site 8
- 9. The world’s largest travel site To help travelers around the world plan and have the perfect trip
- 10. The world’s largest travel site Business Components
- 11. The world’s largest travel site World’s largest travel site with 50M+ unique users a month North Europe Million UU’s America 19.2m 16m Middle East & APAC Africa 10.2m LATAM 2.6m 3m Source: Comscore, August 2011
- 12. The world’s largest travel site World’s largest travel site • 50 million unique monthly visitors worldwide and 20 million members • 50 million unbiased reviews and opinions of hotels, restaurants, and attractions worldwide • 1 million+ hotels, restaurants and attractions reviewed in over 90,000 destinations • Over 7 million traveller photos • 25 new pieces of content posted a minute • Published on ALL 30 TripAdvisor domains in 21 different languages 12
- 13. The world’s largest travel site Reach Potential Guests Worldwide America www.tripadvisor.com Italy www.tripadvisor.it Argentina www.tripadvisor.com.ar Japan www.tripadvisor.jp Australia www.tripadvisor.com.au Korea www.tripadvisor.co.kr Brasil www.tripadvisor.com.br Malaysia www.tripadvisor.com.my Canada www.tripadvisor.ca Mexico www.tripadvisor.com.mx China www.daodao.com Norway no.tripadvisor.com Denmark www.tripadvisor.dk Poland pl.tripadvisor.com Egypt www.tripadvisor.com.eg Russia www.tripadvisor.ru France www.tripadvisor.fr Singapore www.tripadvisor.com.sg Germany www.tripadvisor.de Spain www.tripadvisor.es Greece www.tripadvisor.com.gr Sweden www.tripadvisor.se Holland nl.tripadvisor.com Taiwan www.tripadvisor.tw India www.tripadvisor.in Thailand th.tripadvisor.com Indonesia www.tripadvisor.co.id Turkey www.tripadvisor.com.tr Ireland www.tripadvisor.ie UK www.tripadvisor.co.uk
- 14. The world’s largest travel site 14
- 15. The world’s largest travel site “ Travelers are now using social media and mobile in every phase of trip planning…. No longer trends for the future, social media and mobile are taking center stage in marketing, customer “ service, and distribution. -PhoCusWright, U.S. Online Travel Overview, November 2010
- 16. The world’s largest travel site The wisdom of friends: Inspiration 16
- 17. The world’s largest travel site Hotel & travel search on the go 17
- 18. The world’s largest travel site
- 19. The world’s largest travel site TripAdvisor reviews are largely positive 45% Average score is 3.90 Percentage of all ratings, October 2010 27% 9% 11% 8% 1 2 3 4 5 19
- 20. The world’s largest travel site People want to listen to like minded travellers 20
- 21. The world’s largest travel site Taking a closer look at a listing 21
- 22. The world’s largest travel site Management Centre 22
- 23. The world’s largest travel site 23
- 24. The world’s largest travel site How to encourage reviews 24
- 25. The world’s largest travel site Get notified of new reviews 25
- 26. The world’s largest travel site Your description: An opportunity to differentiate 26
- 27. The world’s largest travel site Photos & video – the more, the better Primary photo 27
- 28. The world’s largest travel site Performance tracking Benchmark against local competition 28
- 29. The world’s largest travel site Management Responses 29
- 30. The world’s largest travel site A management response to A management response a bad review reassures me. to a good review makes me think highly of the hotel. 2% 2% 19% 20% Disagree (1-3) Disagree (1-3) Neutral (4-6) Neutral (4-6) Agree (7-10) Agree (7-10) 79% 78% A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 30
- 31. The world’s largest travel site If I was considering two comparable properties, the presence of management responses on one would sway me in its favor. 4% 28% Disagree (1-3) Neutral (4-6) 68% Agree (7-10) A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 31
- 32. The world’s largest travel site Hotels right of reply
- 33. The world’s largest travel site But not this way… “People that lack taste and a life of their own should try to venture out into the real world instead of hiding behind a computer spewing meaningless factless verbiage.” “Prove the date of your stay because such an incident has never been recorded in the archives of our Hotel. We regret that some customers spoil the time by writing negative comments for Hotels.” 33
- 34. The world’s largest travel site An aggressive management response to a bad review makes the hotel look worse. 11% Disagree (1-3) 29% Neutral (4-6) 60% Agree (7-10) A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 34
- 35. The world’s largest travel site
- 36. The world’s largest travel site Get TripAdvisor to work for you: 36
- 37. The world’s largest travel site Use our tools to promote your property’s ranking 37
- 38. The world’s largest travel site What is a Business Listing? 38
- 39. The world’s largest travel site Special Offers – Your chance to rise to the top
- 40. The world’s largest travel site Three Powerful Forces Transforming Travel Content Social Mobile Real Opinions Friend Graph Always Available Recent Sharing Location Based Relevant to you Consumption Socially Aware
- 41. The world’s largest travel site How can we help? • Phone − +44 203 318 5019 • URL − www.no.tripadvisor.com/Owners 41