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Making the most of TripAdvisor for your business Justin Reid, Head of Destination Marketing
Europe, Middle East & Africa
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o Overview of TripAdvisor
o How is Scotland performing?
o “Year of food and drink”
o 5 tips for the smart business on TripAdvisor
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OVERVIEW OF TRIPADVISOR
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TripAdvisor ReachThe World’s Largest Travel Site
45 Domains in 26 Languages
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TripAdvisor Reach
• Source: Google Analytics, average monthly unique users, Q3 2014; does not include traffic to daodao.com
+160user contributions
every minutebusinesses listedmillion
Million
Destinations are on the site
thousand
*
375
+4.9
Unique monthly visitors
+150
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TripAdvisor Reach
4out5Average rating of
global reviews
million
Downloads of our apps – 28 Times per
Minute
million
250
+26
Traveller photos submitted
million
reviews and opinions are live on our site
+215
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TripAdvisor Reach
560attractions
million
Vacation rentals
thousand
3
950Hotels, B&Bs and speciality lodgings
thousand
restaurants
720thousand
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Source: TripAdvisor internal session data
Destination Views By Device Type
Jan
2013
Feb 2
013
Mar
201
3
Apr 2
013
May
201
3
Jun
2013
Jul 2
013
Aug 2
013
Sep 2
013
Oct
201
3
Nov 2
013
Dec 2
013
Jan
2014
Feb 2
014
Mar
201
4
Apr 2
014
May
201
4
Jun
2014
Jul 2
014
Aug 2
014
Sep 2
014
Oct
201
4
Nov 2
014
Dec 2
014
Jan
2015
Feb 2
015
Mar
201
5
Apr 2
015
May
201
5
Jun
2015
Jul 2
015
Tablet Web
Tablet App
Mobile Web
Mobile App
Desktop
8
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SCOTLAND ON TRIPADVISOR
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Who’s interested ? The lookers…
United Kingd
om
United St
ates
German
y
Canad
a
France
Australi
aIta
lySp
ainChina
Irelan
d
The N
etherl
ands
Switz
erlan
dIndia
-
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
2015
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Within Scotland vs Rest of UK
2015
In ScotlandRest of UK
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Who’s interested ?
London, U
nited Kingd
om
Yorks
hire, U
nited Kingd
om
Greater
Man
chest
er, Unite
d Kingdom
Tyne a
nd Wea
r, Unite
d Kingdom
Lancas
hire, U
nited Kingd
om
Greater
London, U
nited Kingd
om
West
Midlan
ds, Unite
d Kingdom
Mersey
side,
United Kingd
om
Cumbria, U
nited Kingd
om
Hampsh
ire, U
nited Kingd
om
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
2015
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Who’s actually coming?
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Who’s actually booking? The bookers…
United Kingd
om
United St
ates
German
y
France
Canad
aSp
ain
Irelan
d
Australi
aIta
ly
The N
etherl
ands
Switz
erlan
dIndia
Japan
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
2015
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Who is the most loyal of your target audiences?
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Who is the least convinced of your target audiences?
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GLOBAL OUTLOOK TOWARDS “FOOD” AS A DETERMINING FACTOR FOR A DESTINATION
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FOOD (& DRINK) AS A HOOK
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Study of 200 destinations by UNWTOUNWTO Global Report on Food Tourism
…88% of destinations considered gastronomy as a strategic element in defining the brand and
image of their destination
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Restaurants in Las Vegas…
…account for $3.1 billion in revenue in 2014
…or 14.1% of the county’s GDP
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HOW IS SCOTLAND PERFORMING ON TRIPADVISOR FOR FOOD
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Number of reviews for Scotland Restaurants
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013
Jul 2
013
Aug 2013
Sep 2013
Oct 2013
Nov 2013
Dec 2013
Jan 2014
Feb 2014
Mar 2014
Apr 2014
May 2014
Jun 2014
Jul 2
014
Aug 2014
Sep 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May-15
Jun-15
Jul-1
5
Aug-15
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
# of page views of reviews
# of reviews
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Number of reviews for Scotland Restaurants
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013
Jul 2
013
Aug 2013
Sep 2013
Oct 2013
Nov 2013
Dec 2013
Jan 2014
Feb 2014
Mar 2014
Apr 2014
May 2014
Jun 2014
Jul 2
014
Aug 2014
Sep 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000 # of reviews
# of reviews
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Average score for reviews of Edinburgh Restaurants
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013
Jul 2
013
Aug 2013
Sep 2013
Oct 2013
Nov 2013
Dec 2013
Jan 2014
Feb 2014
Mar 2014
Apr 2014
May 2014
Jun 2014
Jul 2
014
Aug 2014
Sep 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
Jun-15
Jul-1
5
Aug-15
3.70
3.80
3.90
4.00
4.10
4.20
4.30 Edinburgh’s average rating
Average Rating
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Average score for reviews of Edinburgh Restaurants
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013
Jul 2
013
Aug 2013
Sep 2013
Oct 2013
Nov 2013
Dec 2013
Jan 2014
Feb 2014
Mar 2014
Apr 2014
May 2014
Jun 2014
Jul 2
014
Aug 2014
Sep 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
Jun-15
Jul-1
5
Aug-15
3.70
3.80
3.90
4.00
4.10
4.20
4.30 Edinburgh’s average rating
Average RatingGlobal Average
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Average score for reviews of Edinburgh Restaurants
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013
Jul 2
013
Aug 2013
Sep 2013
Oct 2013
Nov 2013
Dec 2013
Jan 2014
Feb 2014
Mar 2014
Apr 2014
May 2014
Jun 2014
Jul 2
014
Aug 2014
Sep 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
Jun-15
Jul-1
5
Aug-15
3.70
3.80
3.90
4.00
4.10
4.20
4.30 Edinburgh’s average rating
Average RatingGlobal AverageLondon's Average
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Average score for reviews of Edinburgh Restaurants
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013
Jul 2
013
Aug 2013
Sep 2013
Oct 2013
Nov 2013
Dec 2013
Jan 2014
Feb 2014
Mar 2014
Apr 2014
May 2014
Jun 2014
Jul 2
014
Aug 2014
Sep 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
Jun-15
Jul-1
5
Aug-15
3.70
3.80
3.90
4.00
4.10
4.20
4.30 Edinburgh’s average rating
Average RatingGlobal AverageLondon's AverageParis Average
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Average score for reviews of Edinburgh Restaurants
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013
Jul 2
013
Aug 2013
Sep 2013
Oct 2013
Nov 2013
Dec 2013
Jan 2014
Feb 2014
Mar 2014
Apr 2014
May 2014
Jun 2014
Jul 2
014
Aug 2014
Sep 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
Jun-15
Jul-1
5
Aug-15
3.70
3.80
3.90
4.00
4.10
4.20
4.30 Edinburgh’s average rating
Average RatingGlobal AverageLondon's AverageParis AverageBerlin's Average
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Average score for reviews of Edinburgh Restaurants
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013
Jul 2
013
Aug 2013
Sep 2013
Oct 2013
Nov 2013
Dec 2013
Jan 2014
Feb 2014
Mar 2014
Apr 2014
May 2014
Jun 2014
Jul 2
014
Aug 2014
Sep 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
Jun-15
Jul-1
5
Aug-15
3.70
3.80
3.90
4.00
4.10
4.20
4.30 Edinburgh’s average rating
Average RatingGlobal AverageLondon's AverageParis AverageBerlin's Average??
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SO WHAT SHOULD A SMART BUSINESS BE DOING ON TRIPADVISOR?
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1. Make sure your business is registered on
TripAdvisor and use it
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www.tripadvisor.com/owners
Find Your Listing
TripAdvisor - The World’s Largest Travel Site
![Page 40: Making the most of TripAdvisor for your business Justin Reid, Head of Destination Marketing Europe, Middle East & Africa](https://reader035.vdocuments.us/reader035/viewer/2022070400/56649efa5503460f94c0c955/html5/thumbnails/40.jpg)
Manage Your ListingTripAdvisor - The World’s Largest Travel Site
Free to use Tools
![Page 41: Making the most of TripAdvisor for your business Justin Reid, Head of Destination Marketing Europe, Middle East & Africa](https://reader035.vdocuments.us/reader035/viewer/2022070400/56649efa5503460f94c0c955/html5/thumbnails/41.jpg)
Review Express – Generate More ReviewsTripAdvisor - The World’s Largest Travel Site
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!
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2. A picture really is worth a thousands words…
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3. Do reply to comments
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4. A bad review isn’t WRONG…
…it’s free customer research
![Page 53: Making the most of TripAdvisor for your business Justin Reid, Head of Destination Marketing Europe, Middle East & Africa](https://reader035.vdocuments.us/reader035/viewer/2022070400/56649efa5503460f94c0c955/html5/thumbnails/53.jpg)
If you are getting reviews like this…
![Page 54: Making the most of TripAdvisor for your business Justin Reid, Head of Destination Marketing Europe, Middle East & Africa](https://reader035.vdocuments.us/reader035/viewer/2022070400/56649efa5503460f94c0c955/html5/thumbnails/54.jpg)
5. Be visible about your TripAdvisor profile
…Online and offline
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People look for security
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People look for security
![Page 58: Making the most of TripAdvisor for your business Justin Reid, Head of Destination Marketing Europe, Middle East & Africa](https://reader035.vdocuments.us/reader035/viewer/2022070400/56649efa5503460f94c0c955/html5/thumbnails/58.jpg)
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Owners look for feedback
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Thank you & any questions?