Rewind: http://www.btoeducational.it/calendario/venezia/ Day TWO di Veneto for you Il workshop di Buy Veneto Seminario sul Turismo 2.0 Lezione di Turismo di BTO Educational Hilton Molino Stucky, Giudecca 810 a Venezia dalle 10.00 [circa] alle 17.00 [circa] con lunch break Martedì 30 Ottobre 2012

1. TripAdvisor ®
6 November 2012

2. The Good News
Discretionary travel is on the rise.
The increase in discretionary travel means
more trips start as blank canvases, and
HOW PEOPLE
travelers are once again looking for new trip
MAKE DESTINATION DECISIONS
ideas and a broad range of content to help
them create picture-perfect getaways.
- PHOCUSWRIGHT, U.S. CONSUMER TRAVEL REPORT
4TH EDITION, 5/2012
Inspiration > Planning > Travel > Review

3. Why online matters
EU Consumer Travel report stated that for
the first time review sites such as TA were
the most influential information source
Online ad spending hit an all for travelers when planning leisure travel
time high of $31 billion in
2011, and display and search
advertising grew by an
impressive 27% .
74% of UK travellers find
travel reviews to be
influential when shopping*
Source: PhocusWright,European Consumer Travel report, October 2011
Inspiration > Planning > Travel > Review

4. Media Ad Spend, % Change YoY
2.8% 7.9% 6.4% 3.1%
Television Radio Outdoor Newspapers
-1.4% 12.1% 4.1%
Magazines Internet Cinema
Source: Nielsen Global AdView Pulse Q1 2012 , Based mainly on published rate cards
Inspiration > Planning > Travel > Review

5. Information Sources For Destination Selection
Source: PhoCusWright’s U.S. Consumer Travel Report, 4th ed. May 2012.
Inspiration > Planning > Travel > Review

6. Inspiration & Planning Are Key
Most popular channels at each stage of the process
Inspiration & Ideas Information on how and where to book Destination information
40
35
30
25
% 20
15
10
5
0
A Newspaper Opinions seen on a Advertising in a A Television A Newspaper A Travel Magazine A Review Website Recommendations
Website travel social media Newspaper or Advertisment Travel Section That has ratings from a friend
network Magazine and opinions
UK Market - Total Media, Travel Report 2011 - Sources of information consulted for last short break holiday,
Total stated that the Long Haul results were virtually identical in their report.
Inspiration > Planning > Travel > Review

7. Who Consumers Trust
#1 #2
92%
trust recommendations
70%
trust online
from people they know consumer opinion
Source: Nielsen “Consumer Trust in Online, Social and Mobile Advertising Grows,” April 2012
Inspiration > Planning > Travel > Review

8. Where does TripAdvisor fit in?
8

9. TripAdvisor, Inc.
Inspiration > Planning > Travel > Review

10. Tripadvisor: The Largest Travel Site in The World
75 Million
Reviews & 2012
Opinions
59 MILLION
75 MILLION
reviews &
unique visitors
a month
Over 1.5 Million
Business Listed
50 Mil Monthly
2011
opinions Unique Visitors 2010
OVER
50
35 Millions
Reviews &
2008
OVER Opinions
1.6 MILLION
business
user
contributions
every
20 Mil Monthly
Unique Visitors
2005
listed minute 1 Million
in over Reviews &
110,000 Opinions 2000
destinations
TripAdvisor
Goes Live
Inspiration > Planning > Travel > Review

11. TripAdvisor World
TripAdvisor is the Worlds largest travel site with
59 millions Unique Users
North Europe
America 24.6m
17m
Middle East
& APAC
Africa 9.8m
LATAM 3.1m
3.5m
Source: Comscore August 2012
Inspiration > Planning > Travel > Review

12. TripAdvisor Italy
TripAdvisor is:
+23.4% of the travel market
+27.3% YoY
Source: Comscore August 2012
Inspiration > Planning > Travel > Review

13. TripAdvisor always on the trip
Links to
Booking Share
Inspiration Research Travel
Reviews
platforms
Inspiration > Planning > Travel > Review

14. Mobile app: 22 millions download
• Find & contact hotels • Find flights
• Find & reserve restaurants • Read & participate in travel forums
• Find & book attractions and tours • Write reviews
Inspiration > Planning > Travel > Review

15. Mobile city guide
• FREE and offline mode
• Restaurants, hotel and attractions reviews
• Offline itineraries with suggestions
• Available for iPhone and Android
Inspiration > Planning > Travel > Review

16. Facebook Italy
Italy has
over 22 millions
Facebook users
That is almost
39% of the population
of Italy
And almost
76% of the total Italian
online population.
Source: Social bakers, Oct 2012
Inspiration > Planning > Travel > Review

17. +20m people have pinned
+1.5 billion cities to their TripAdvisor CIV maps
Now the 2nd most used Facebook App in the world!

18. +
+120m TA visitors have been Instant Personalised
With +300m actions published into open graph in H1 2012

19. The positive opinions
47%
The average is 4.01
28%
7% 12%
7%
1 2 3 4 5
Source: TripAdvisor, Feb 2012
Inspiration > Planning > Travel > Review

20. TripAdvisor is the single biggest social media
platform used in holiday planning, with
50%
of UK holiday makers using the site
in some way or other.
TripAdvisor is viewed as very important
to the travel planning process
4.18
Conrad Advertising survey "Mapping the Travel Mind: The Influence of Social Media.” September 2011 20
** Nov-Jan 2011 TripAdvisor Global Research Panel Registration Survey - Respondents asked to rate TripAdvisor on a scale of 1-5 where 1=not very important and 5=very important

21. What You Should Be Doing Today!

22. Upload Photos and Videos - Free
Add an unlimited amount of
photos and videos
Showcase your landmarks,
natural wonders, top
attractions
Inspiration > Planning > Travel > Review

23. Participate in The Forums - Free
Respond to
demonstrate your
hospitality!
More than 90% of
topics posted in the
Forums are replied to
within 24 hours
Inspiration > Planning > Travel > Review

24. Veneto & Venezia

25. 2.087 Hotels
1.848 B&B
6.096 Restaurants
888 Things to do
over 340.000 Reviews
over 34.000 Topics Forum
Inspiration > Planning > Travel > Review

26. #12 in Europe, #3 in Italy
Inspiration > Planning > Travel > Review

27. 503 Hotels
455 B&B
1.103 Restaurants
374 Things to do
over 330.000 Reviews
over 100.000 Topics Forum
Inspiration > Planning > Travel > Review

28. Venice & TripAdvisor
Source: TripAdvisor, Jan 2011 – May 2012
Inspiration > Planning > Travel > Review

29. Venice & TripAdvisor
Source: TripAdvisor, Jan 2011 – May 2012
Inspiration > Planning > Travel > Review

30. Conclusions
Inspiration > Planning > Travel > Review

31. THANK YOU