hsmai reiselivsdagen 2011 presentasjon trip advisor

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50 Million Reasons to Get Involved

Presented by

Karen Plumb

Commercial Director EMEA, Business Listings

Harnessing the power of social media to transform the future of travel planning

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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

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“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

…and it’s still growing

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5 TripAdvisor Survey - 2011

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%

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3%

16%

81%

Not important (1-3)

Neutral (4-6)

Important (7-10)

A commissioned survey conducted by Forrester

Consulting on behalf of TripAdvisor, “2010 Q4

Forrester/TripAdvisor Custom Online Survey”

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How important are user reviews to you when

determining which hotel to stay at?

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21%

30%

49% Disagree (1-3)

Neutral (4-6)

Agree (7-10)

A commissioned survey conducted by Forrester

Consulting on behalf of TripAdvisor, “2010 Q4

Forrester/TripAdvisor Custom Online Survey”

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I won’t book a property unless it has reviews.

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To help travelers

around the world

plan and have the

perfect trip

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Business Components

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illio

n U

U’s

World’s largest travel site with 50M+ unique users a

month

Source: Comscore, August 2011

Europe

19.2m North

America

16m

LATAM

3m

APAC

10.2m

Middle East

&

Africa

2.6m

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• 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

World’s largest travel site

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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

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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

“ “

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The wisdom of friends: Inspiration

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Hotel & travel search on the go

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9% 8% 11%

27%

45%

1 2 3 4 5

Percentage of all ratings, October 2010

Average score is 3.90

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TripAdvisor reviews are largely positive

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People want to listen to like minded travellers

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Taking a closer look at a listing

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Management Centre

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How to encourage reviews

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Get notified of new reviews

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Your description: An opportunity to differentiate

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Photos & video – the more, the better

Primary photo

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Performance tracking

Benchmark

against local

competition

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Management Responses

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2%

19%

79%

Disagree (1-3)

Neutral (4-6)

Agree (7-10)

2%

20%

78%

Disagree (1-3)

Neutral (4-6)

Agree (7-10)

A management response to

a bad review reassures me.

A management response

to a good review makes

me think highly of the hotel.

A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”

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4%

28%

68%

Disagree (1-3)

Neutral (4-6)

Agree (7-10)

A commissioned survey conducted by Forrester

Consulting on behalf of TripAdvisor, “2010 Q4

Forrester/TripAdvisor Custom Online Survey”

If I was considering two comparable properties, the

presence of management responses on one would

sway me in its favor.

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Hotels right of reply

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“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.”

But not this way…

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A commissioned survey conducted

by Forrester Consulting on behalf of

TripAdvisor, “2010 Q4

Forrester/TripAdvisor Custom Online

Survey”

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An aggressive management response to a bad

review makes the hotel look worse.

11%

29%

60%

Disagree (1-3)

Neutral (4-6)

Agree (7-10)

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Get TripAdvisor to work for you:

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Use our tools to promote your property’s ranking

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What is a Business Listing?

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Special Offers – Your chance to rise to the top

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Three Powerful Forces Transforming Travel

Real Opinions

Recent

Relevant to you

Content Always Available

Location Based

Socially Aware

Mobile Friend Graph

Sharing

Consumption

Social

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How can we help?

• Phone

− +44 203 318 5019

• URL

− www.no.tripadvisor.com/Owners

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