29 july 2016 - vanuatu · 29 july 2016. tripadvisor today over 128,000+ destinations every minute...
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Vanuatu Data and Insights
29 July 2016
TripAdvisor Today
o ve r
128,000+d e s t in a t io n s
e ve r y m in u t e
230u s e r c o n t r i b u t io n s
o ve r
o ve r
6.5M I L L I O N
b u s in e s s e s
l i s t e d
48 D o m a in s in
28 l a n g u a g e s
350 r e v ie w s & o p in io n s
M I L L I O N
103M I L L I O N
m e m b e r s
775,000va c a t io n r e n t a l s
h o t e ls , B & B &
s p e c ia l t y l o d g in g
1,000,000 +
M I L L I O N
r e s t a u r a n t s
655,000a t t r a c t io n s
340MILLION
Unique visitors
a month4
Source: comScore Media Metrix for TripAdvisor Sites, worldwide, February 2016; Source: TripAdvisor log files, Q1 2016
122,246
115,027
68,682
53,784
40,039
36,116
22,099
18,731
16,090
16,068
15,195
14,845
14,189
14,078
13,941
13,879
12,270
10,916
9,674
9,622
9,478
9,284
9,036
7,806
7,665
0 20,000 40,000 60,000 80,000 100,000 120,000 140,000
TripAdvisor Media Group
TripAdvisor
Booking.com
Ctrip.com International
Qunar
Expedia
Trivago Sites
Hotels.com
Skyscanner Sites
MSN Travel
Sohu Travel
Indian Railways
Agoda
Kayak.com
Airbnb
HomeAway
Elong Sites
Priceline
Ryanair
MakeMyTrip
Despegar Sites
Southwest Airlines Co.
eDreams
Travelocity
Hilton Hotels
TripAdvisor – WorldwideTAMG remains the largest travel player worldwide
TripAdvisor 17% of the Travel Market
TAMG 18% of the Travel Market
Source: comScore April 2016
Note: For comparison purposes data above reflects Desktop only
Awareness
Not planning…
but open to inspiration
Consideration
Starting
the process
Comparison
Short list of
hotels
Booking
Flight -> Hotel
Experience
Actively
on vacation
Advocate
Reviews,
Facebook,
WoM
Week -20+
“Not Yet Ready”
Week -16:
• 5 Destinations
• 0 Hotels
Week -12:
• 3 Destinations
• 6 Hotels
Week -4:
• 1 Destination
• 15 Hotels
Week 0
• Booked
Book Additional
Activities• Restaurants
• Attractions
• Tours, etc.
Already thinking
about next trip!
Travel Journey on TripAdvisor
TripAdvisor as a source of inspiration and its level of influence
CQ12. Which of the following sources of information do you use to gather ideas and inspiration for your vacations? Please select all that apply.CQ13. To what extent does TripAdvisor influence you when you are gathering ideas and inspiration for your vacations? Please rate on a scale of 1 to 5
where 1 means ‘does not influence me at all’ and 5 means ‘influences me a great deal’.Base: All consumer respondents (50637) / All consumers who cited TripAdvisor as a source of influence (42738) 5
When used as a source of inspiration, TripAdvisor is seen as influential across all countries.
Influence (78%)Inspire (74%)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Au
stra
lia
Can
ada
Ire
lan
d
Un
ited
Kin
gdo
m (
UK
)
Isra
el
Un
ited
Sta
tes
(US)
Bra
zil
Ital
y
Spai
n
Swit
zerl
and
Arg
enti
na
Mex
ico
Po
rtu
gal
Au
stri
a
Fran
ce
Ge
rman
y
Gre
ece
Ind
ia
Jap
an
New
Ze
alan
d
Ru
ssia
Mal
aysi
a
Ind
on
esia
Ch
ina
Turk
ey
Sou
th A
fric
a
Thai
lan
d
Trip
Ad
viso
r
Inspiration
Influence
TRIPADVISOR TRAVELLERS
TripAdvisor – AustraliaTAMG and TripAdvisor hold the top two positions in the Australian travel market with
slightly more than 46% of the travel market.
TripAdvisor 46% of the Travel Market
Source: comScore April 2016
4,533
4,344
1,160
1,154
724
719
693
615
586
463
370
312
290
284
270
197
192
182
180
169
138
122
104
103
89
62
51
49
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000
TripAdvisor Media Group
TripAdvisor
Qantas
Booking.com
Jet Star
Expedia
Web Jet
Flight Centre Limited
Virgin Australia
Wotif.com
Hotels Combined
Lonely Planet
Hotels.com
Stayz
Agoda
Air Asia
Viator
Accor
The Emirates Group
Kayak.com
Avis Budget Group
Yahoo Travel
Air New Zealand
Airbnb
InterContinental Hotels Group
Tiger Airways
Starwood Hotels And Resorts
Skyscanner
615
569
408
374
247
184
143
142
91
91
79
79
61
46
38
33
31
30
29
25
15
12
4
2
0
0
0
0
0
0
0 100 200 300 400 500 600 700
TripAdvisor Media Group
TripAdvisor
Stuff Travel
Air New Zealand
NZ Herald Travel News
Booking.com
Expedia
Jet Star
Web Jet
Air Asia
House of Travel
Flight Centre Limited
Qantas
Hotels.com
AA Travel
Kayak.com
Agoda
Viator
Lonely Planet
Booking Buddy
Hotwire
Virtual Tourist
Cheap Tickets.com
Trivago Sites
Avis Budget Group
Accor
Travel Pod
Yahoo Travel
Hotel Club
La Fourchette
TripAdvisor – New ZealandTAMG and TripAdvisor hold the top two positions in the New Zealand Travel Market
TripAdvisor 30% of the Travel Market
Source: comScore April 2016
1%
4%
13% 14%
19%
32%
17%
2-17 18-24 25-34 35-44 45-54 50-64 65+
AGE
50% 50%MALE FEMALE
SEX
GEO
AUDIENCE PROFILE (AU)
SOURCE: NIELSEN AUDIENCE REPORT APR 2016 AND INTERNAL DATA
MONTHLY: APR 2016
NSW34%
VIC26%
QLD18%
WA14%
SA5%
ACT2%
TAS1%
NT0.3%
AUDIENCE PROFILE (AU)MONTHLY: APR 2016
SOURCE: NIELSEN AUDIENCE REPORT APR 2016
1-264%
3-430%
5+6%
Household Size
Age: 2 - 1745%
Age: 2 - 1125%
Age: 12 - 1730%
60% Of
TripAdvisor users have
a HHI of
$75k +
ANNUAL HOUSEHOLD INCOMEAUD
SOURCE: NIELSEN AUDIENCE REPORT APR 2016
$0 - $199994%
$20,000 -$34,999
6%
$35,000 - $49,9998%
$50,000 - $74,99922%
$75,000 - $99,99919%
$100,000 and over 41%
ALL ABOUT VANUATU
Vanuatu Content
Getting richer content means moving
the interest to other travellers
o Accommodation (68)
o Things to Do (182)
o Restaurants (108)
o Reviews and Opinions (52,738)
o Forum (4,949)
Popular Destinations in Vanuatu
Vanuatu on Mobile
15
Source: TripAdvisor internal session data
Top Forum Topics – Travellers Talking about Vanuatu
• Best Options for 1 day
• Car Rental
• Which Volcano to visit?
• Honeymoon
• Home Stays
• Family Holiday/ Child Friendly
Source: TripAdvisor internal session data
Recent Forum Post
Source: TripAdvisor internal session data
Bookable Attraction/ Tour Products
Source: TripAdvisor internal session data
Global Interest in Vanuatu Content
o The number of the international sessions viewing Vanuatu content on TripAdvisor has
increased slightly in 2015 vs 2014
o Overall the traffic has increased by 4% YoY 2015 vs 2014.
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2013 2014 2015 2016
Top 20 Markets Viewing Vanuatu in 2016
o Australia is the largest international market
viewing Vanuatu destination, followed by New
Zealand and The US.
o Countries such as Turkey, Thailand and
Brazil had around 0.5% each of views of
Vanuatu content
*In terms of total TripAdvisor sessions in 2016
Source: TripAdvisor Internal Site Data
5.4%
94.6%
Vanuatu Content: Domestic vs. International
Domestic Users International Users
201655.3%
8.4%
7.3%
2.9%
2.3%
2.1%
2.0%
1.4%
1.4%
1.3%
0.9%
0.9%
0.9%
0.9%
0.8%
0.5%
0.5%
0.5%
0.4%
0.4%
Australia
New Zealand
United States
China
New Caledonia
Spain
United Kingdom
Canada
Germany
France
Russia
The Netherlands
Fiji
Italy
Japan
India
Indonesia
Turkey
Thailand
Brazil
Growth in Vanuatu Destination Views by Market
o Out of the top 20 countries
viewing Vanuatu, Germany,
Canada and Russia showed
strong increased views of
Vanuatu destinations in 2015
versus 2014
*In terms of total TripAdvisor sessions in 2015 versus 2014
Source: TripAdvisor Internal Site Data
-7.6%
-6.8%
+7.7%
-4.3%
+8.7%
-8.2%
+28.5%
+38.5%
+8.0%
+16.1%
+11.4%
+2.2%
+13.9%
-24.3%
-5.6%
-9.8%
-14.6%
-16.8%
+4.7%
+13.6%
Australia
New Zealand
United States
China
United Kingdom
New Caledonia
Canada
Germany
France
Russia
Italy
Japan
Spain
Turkey
India
Indonesia
Brazil
Thailand
The Netherlands
Switzerland
Top 10 International Cities Viewing Vanuatu
*In terms of total TripAdvisor sessions in 2015
Source: TripAdvisor Internal Site Data
29.1%
16.8%
10.1%
8.0%
3.3%
1.9%
1.7%
1.1%
0.8%
0.8%
Sydney, Australia
Brisbane, Australia
Melbourne, Australia
Auckland Region, NewZealand
Perth, Australia
Christchurch, NewZealand
Wellington, New Zealand
London, United Kingdom
Hamilton, New Zealand
Hobart, Australia
% Top International Cities in Sessions
-23%
-16%
0%
22%
-15%
-6%
-11%
14%
-18%
-14%
Sydney, Australia
Brisbane, Australia
Melbourne, Australia
Auckland Region, New Zealand
Perth, Australia
Christchurch, New Zealand
Wellington, New Zealand
London, United Kingdom
Hamilton, New Zealand
Hobart, Australia
% Year Over Year Growth in Sessions
Top 10 International Cities Clicking To Book UK
*In terms of total TripAdvisor sessions in 2015
Source: TripAdvisor Internal Site Data
32.2%
18.9%
10.7%
9.2%
3.5%
2.5%
2.2%
1.3%
0.9%
0.9%
Sydney, Australia
Brisbane, Australia
Melbourne, Australia
Auckland Region, NewZealand
Perth, Australia
Christchurch, New Zealand
Wellington, New Zealand
Moscow, Russia
Tauranga, New Zealand
Suva, Fiji
% Top International Cities Clicking to Book
-18%
-8%
9%
29%
-10%
11%
-2%
26%
40%
31%
Sydney, Australia
Brisbane, Australia
Melbourne, Australia
Auckland Region, New Zealand
Perth, Australia
Christchurch, New Zealand
Wellington, New Zealand
Moscow, Russia
Tauranga, New Zealand
Suva, Fiji
% Year Over Year Growth in Sessions
Source: TripAdvisor internal session data
Top Countries Viewing Vanuatu on TripAdvisorAll International IPs
Jan
20
13
Feb
201
3M
ar 2
01
3A
pr
20
13M
ay 2
01
3Ju
n 2
01
3Ju
l 201
3A
ug
201
3Se
p 2
013
Oct
20
13N
ov
20
13D
ec 2
01
3Ja
n 2
01
4Fe
b 2
014
Mar
20
14
Ap
r 2
014
May
20
14
Jun
20
14
Jul 2
014
Au
g 20
14
Sep
201
4O
ct 2
014
No
v 2
014
Dec
20
14
Jan
20
15
Feb
201
5M
ar 2
01
5A
pr
20
15M
ay 2
01
5Ju
n 2
01
5Ju
l 201
5A
ug
201
5Se
p 2
015
Oct
20
15N
ov
20
15D
ec 2
01
5Ja
n 2
01
6Fe
b 2
016
Mar
20
16
Ap
r 2
016
May
20
16
Jun
20
16
Int’l Sessions Viewing Vanuatu Content
Australia
Canada
United Kingdom
United States
Germany
China
France
New Zealand
Russia
New Caledonia
Source: TripAdvisor internal session data
Top Cities Viewing Vanuatu on TripAdvisorAll international IPs
Jan2013
Mar2013
May2013
Jul2013
Sep2013
Nov2013
Jan2014
Mar2014
May2014
Jul2014
Sep2014
Nov2014
Jan2015
Mar2015
May2015
Jul2015
Sep2015
Nov2015
Jan2016
Mar2016
May2016
Auckland Region, New Zealand
Melbourne, Australia
Sydney, Australia
Beijing, China
Brisbane, Australia
Perth, Australia
Canberra, Australia
Christchurch, New Zealand
Hamilton, New Zealand
Wellington, New Zealand
Market Share - South Pacific
Source: TripAdvisor Internal Site Data
2013
Rank Countries % share
1 French Polynesia 33%
2 Fiji 25%
3 Mariana Islands 16%
4 Cook Islands 6%
5 Vanuatu 6%
6 New Caledonia 3%
7 Samoa 2%
8 Palau 2%
9 Tonga 1%
10 Papua New Guinea 1%
Others 4%
2014
Rank Countries % share
1 French Polynesia 31%
2 Fiji 25%
3 Mariana Islands 16%
4 Cook Islands 7%
5 Vanuatu 6%
6 New Caledonia 4%
7 Samoa 3%
8 Palau 2%
9 Tonga 1%
10 Papua New Guinea 1%
others 4%
2015
Rank Countries % share
1 French Polynesia 32%
2 Fiji 26%
3 Mariana Islands 15%
4 Cook Islands 6%
5 Vanuatu 5%
6 New Caledonia 4%
7 Samoa 3%
8 Palau 2%
9 Papua New Guinea 1%
10 Tonga 1%
others 4%
2016
Rank Countries % share
1 French Polynesia 33%
2 Fiji 25%
3 Mariana Islands 15%
4 Cook Islands 6%
5 New Caledonia 5%
6 Vanuatu 5%
7 Samoa 3%
8 Palau 2%
9 Papua New Guinea 1%
10 Tonga 1%
others 4%
Source: TripAdvisor internal session data
Vanuatu Market Share - Australia
o Vanuatu currently has 13% of the market share in the South Pacific
o New Caledonia and Cook Islands have gained market share since 2015
Country %
Fiji 54%
Vanuatu 13%
New Caledonia 8%
Cook Islands 8%
French Polynesia 8%
Samoa 4%
Papua New Guinea 2%
Tonga 2%
Grand Total 100%
Source: TripAdvisor internal session data
Vanuatu Market Share – New Zealand
o Vanuatu currently has 6% of the market share in the South Pacific
o Cook Islands and Samoa have gained market share since 2015
Country %
Fiji 37%
Cook Islands 30%
Samoa 11%
French Polynesia 7%
Vanuatu 6%
Tonga 5%
New Caledonia 4%
Grand Total 100%
Source: TripAdvisor internal session data
Top 10 Pacific Islands on TripAdvisorAll international IPs
Jan
201
3
Feb
201
3
Mar
201
3
Ap
r 20
13
May
20
13
Jun
20
13
Jul 2
013
Au
g 20
13
Sep
201
3
Oct
201
3
No
v 20
13
Dec
201
3
Jan
201
4
Feb
201
4
Mar
201
4
Ap
r 20
14
May
20
14
Jun
20
14
Jul 2
014
Au
g 20
14
Sep
201
4
Oct
201
4
No
v 20
14
Dec
201
4
Jan
201
5
Feb
201
5
Mar
201
5
Ap
r 20
15
May
20
15
Jun
20
15
Jul 2
015
Au
g 20
15
Sep
201
5
Oct
201
5
No
v 20
15
Dec
201
5
Jan
201
6
Feb
201
6
Mar
201
6
Ap
r 20
16
May
20
16
Jun
20
16
French Polynesia
Cook Islands
Fiji
Mariana Islands
Tonga
Vanuatu
Palau
Samoa
New Caledonia
Papua New Guinea
Top Competitors – Australian Market
Source: TripAdvisor Internal Site Data
o The data below reflects the top 10 Countries and top 10 Cities viewed by AU users who also viewed
Vanuatu
o The country viewed most by AU users who also viewed Vanuatu content was Fiji, followed by New
Caledonia and Indonesia
o Likewise, the international city that was viewed the most by AU users who also viewed Vanuatu was
Noumea, followed by Denarau Island and Sigatoka.
Countries Int’l Cities
28%
12%
9%
8%
6%
6%
4%
3%
3%
2%
Fiji
New Caledonia
Indonesia
Thailand
United States
Cook Islands
French Polynesia
Samoa
New Zealand
Malaysia
7%
3%
3%
3%
3%
2%
2%
2%
2%
2%
Noumea, New Caledonia
Denarau Island, Fiji
Sigatoka, Fiji
Lifou, New Caledonia
Viti Levu, Fiji
Ile Des Pins, New Caledonia
Bali, Indonesia
Bora Bora, French Polynesia
Aitutaki, Cook Islands
Malolo Island, Fiji
Top Competitors – New Zealand Market
Source: TripAdvisor Internal Site Data
o The data below reflects the top 10 Countries and top 10 Cities viewed by NZ users who also viewed
Vanuatu
o The country viewed most by NZ users who also viewed Vanuatu content was Fiji, followed by Cook
Islands and Australia.
o Likewise, the international city that was viewed the most by NZ users who also viewed Vanuatu was
Rarotonga, followed by Noumea and Apia.
Countries Int’l Cities
23%
14%
10%
8%
7%
6%
5%
4%
4%
4%
Fiji
Cook Islands
Australia
New Caledonia
Samoa
French Polynesia
United States
Tonga
Indonesia
Thailand
6%
5%
3%
3%
3%
3%
3%
3%
2%
2%
Rarotonga, Cook Islands
Noumea, New Caledonia
Apia, Samoa
Muri, Cook Islands
Viti Levu, Fiji
Upolu, Samoa
Denarau Island, Fiji
Arorangi, Cook Islands
Aitutaki, Cook Islands
Sigatoka, Fiji
Top Competitors – US Market
Source: TripAdvisor Internal Site Data
o The data below reflects the top 10 Countries and top 10 Cities viewed by US users who also viewed
Vanuatu
o The country viewed most by US users who also viewed Vanuatu content was The UK, followed by Italy
and France.
o Likewise, the international city that was viewed the most by US users who also viewed Vanuatu was
Bora Bora, followed by Chichen Itza and Aitutaki.
Countries Int’l Cities
12%
9%
7%
5%
5%
4%
4%
4%
3%
2%
United Kingdom
Italy
France
Canada
Spain
Australia
Caribbean
Germany
Greece
Japan
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
Bora Bora, French Polynesia
Chichen Itza, Mexico
Aitutaki, Cook Islands
Lalomanu, Samoa
Noumea, New Caledonia
Viti Levu, Fiji
Roca Vecchia, Italy
Puerto Ayora, Ecuador
Nadi, Fiji
Rarotonga, Cook Islands
Source: TripAdvisor internal session data
Where are TripAdvisor travelers looking in Vanuatu?
Port Vila64%
Luganville14%
Espiritu Santo8%
Tanna Island4%
Efate3%
Port Havannah2%
Aneityum Island
3%
Aore Island1%
Mele0%
Mystery Island1%
Travel Planning – Top Markets
Source: comScore Data Services
The below graph demonstrates the travel planning duration by each
market
1
11
21
31
41
51
61
71
81
91
101
111
NZ Traveller
Travel Date
Russian Traveller
US Traveller
34
ChineseTraveller
Australian Traveller
UK Traveller
Canadian Traveller
Average Travel Duration
Source: TripAdvisor Internal Site Data
*Top 10 International IPs35
o The below graph shows the duration of the trip and the number of days in advance
international users book their travel to Vanuatu
10.99
10.25
8.80
8.51
8.36
6.96
6.90
6.61
4.73
4.65
Germany
Russia
United Kingdom
France
Canada
Australia
United States
New Zealand
New Caledonia
China
Travel Duration
Top 20 Markets Viewing Vanuatu On Mobile
o Of the top 20 countries, Thailand, China
and Spain have the highest share of
Vanuatu views from either a mobile device
or a tablet
o A full 64% of views of Vanuatu content
from Thailand come from mobile devices,
while 21% of all Vanuatu views on
TripAdvisor from Australia are on a
tablet.
* In terms of total TripAdvisor page views
Mobile Tablet Desktop
64%
63%
50%
45%
44%
38%
34%
41%
38%
40%
32%
36%
30%
23%
31%
27%
28%
17%
22%
11%
7%
3%
9%
13%
11%
16%
19%
12%
12%
7%
13%
9%
14%
21%
11%
15%
13%
19%
12%
16%
29%
35%
40%
42%
45%
46%
47%
47%
50%
53%
55%
56%
56%
56%
59%
59%
60%
64%
65%
73%
Thailand
China
Spain
The Netherlands
Russia
Sweden
United Kingdom
Italy
United States
Japan
Germany
Singapore
Belgium
Australia
Fiji
Canada
Switzerland
New Zealand
France
New Caledonia
TRIPADVISOR PATH TO PURCHASE - AUSTRALIA
Pocruises.com.auPocruises.com
Booking.comTripadvisor.com.auPocruises.com.auViator.comCruisingexcursions.com
Booking.comToprooms.comHotels.co.ukTripadvisor.com.auQantas.comExpedia.co.ukKayak.co.uk
Singaporeair.comChangiairport.com.sgViewtrip.comRyanair.comWalksofitaly.comTripadvisor.com.auCruisingexcursions.com
Qantas.com.auJetstar.com
Europcar.com.auArguscarhire.comThrifty.co.ukHotelscombined.com.auAmoma.comTripadvisor.com.auAgoda.comPphotels.comJetstar.comHarrishotels.com
Wotif.comZuji.com.auPocruises.comTripadvisor.com.auEuropcar.com.auBooking.comTripadvisor.co.ukArguscarhire.comVisitbritain.comHotelscombined.com.auThisisdurham.comTripadvisor.com.au
“Top Things To Do In Bali”“Trip Advisor”
“Cheap Hotels Bridlington”“Cheap Hotels UK”“North Star Hotel Bridlington”“The Brunswick Hotel Bridlington”“The Mayville Guest House”“Bed Breakfast Bridlington”
“Coronation Street Tour”“Singapore Airlines”“Singapore Airport”“Ryan Air”“Colosseum Tour”
“Thrifty UK”“Eurocar”“Cruise Circle”“Cheap Hotels”“Flight Centre Hollywood Plaza”“Harris Resort”
“P&O.com”“Eurocar”“P&O”“National Holidays”“Alton Towers”“P&O UK”“Argus Car Hire”
A Typical Journey – Flight PurchaseFlight booking - Jetstar.com Purchase in 42 Days
First Activity
Jetstar.com
1st Purchase
“P&O Cruises” visit
Vis
its
Sear
che
s
Day -42 Day -30 Day -21 Post BookingDay -6 Post Booking
Source: comScore Data Services. DMO’s Highlighted in Blue
Booking Day
38
Spiritoftasmania.com.au
Booking.comTripadvisor.com.auSpiritoftasmania.com.au
Spiritoftasmania.com
Booking.comHotelscombined.com.auWotif.comAu.travel.yahoo.comHotelclub.comExpedia.com.auTripadvisor.com.auOrbitz.comVenere.comHotels.com
Qantas.com.auHotels.comVenere.comTripadvisor.com.auHotelscombined.com.auTripadvisor.com.auExpedia.com.auBooking.comTripadvisor.com.au
Wotif.comTripadvisor.com.auBooking.comBig4.com.auTripadvisor.com.au
Booking.comWotif.comTripadvisor.com.auHotelclub.comKalhaven.comDiscoveraustralia.com.auParkroyalhotels.comOrbitz.com
“Clipper Busses”“Australian ClipperBusses”“Cottage”“TT Line”
“TT Line” “Airport Caravan Park”“Accommodation In Mordialloc”
“MTT Bus Timetable”“Downs Motel Caravan Park”“Downs Holiday Park”“Park Motor Inn Serviced Apartments”“Accommodation Parkville”
“Toll Roads”“Motel North Melbourne”“What Toll Pass Do I Need In Melbourne”“Accommodation In Bairnsdale”
“Olde Hotel”“Hard Fort Race”“17 Broadwaters Parade Sandy Bay”“Walker Sandy Bay”
A Typical Journey – OTA PurchaseOTA Booking - Expedia.com.au Purchase in 32 Days
First Activity
Expedia.com.au
1st Purchase
“Spirit of Tasmania” visit
Vis
its
Sear
che
s
Day -32 Day -16 Day -8 Post BookingDay -1 Post Booking
Source: comScore Data Services. DMO’s Highlighted in Blue
Booking Day
39
Journey Summary
Source: comScore Data Services
By Airlines vs. OTAs vs. DMOs1
11
21
31
41
51
61
71
81
91
101
111
121
131
141
151
Airlines: Day 84
OTA’s: Day 84
DMO: Day 134Day 1:
User makes 1st search engine search
or 1st travel website visit
Day 104Day 90
Day 102Day 87
Day 151 Average
TripAdvisor
Visit
= Non-TripAdvisor
Average Purchase Day
OTA’s
Airlines
DMO’s
Average Day
of Purchase
Average Final
TripAdvisor Visit Day
40
CHINA
Chinese tourists spent $215 billion abroad last year
Source: CNN International, March 2016
Key Facts:
source: Gfk
o ONLY 6% of the Chinese
population holds a passport and
it’s already world’s number one
source market.
o Rapid urbanization changing core
values & travel preferences -
resulting in a preference for
enjoyable, rich experiences.
o Destinations perceived to offer
unique historical and cultural
experiences are biggest winners
Key Facts:
source: Gfk
o Embrace the Chinese Millennials
era, you can only reach them on
their mobiles.
o Double digit FIT growth, 2nd and
3rd tier cities driving opportunities
o Chinese FIT travelers book
earlier, stay Longer. 15% of the
FIT travellers books 60-90 days
ahead in 2015
Chinese Buyers
Source: Juwai.com – Data Q4 2015
Top Destinations vs Top Spends
The Trip Travellers
The Trip Travellers
CLOSING REMARKS
Customer Service: Singapore Customer Service Team9am-4pm SGT1-800-208-779
Jessica QuinlanSenior Sales Executive – Destination [email protected]
Questions?