the new social travel lifestyle - itb-convention.com€¦ · #1 travel review websites #2 friends...
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The New Social Travel Lifestyle
Adam Medros
VP, Global Product
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Brochure photo
What travelers saw
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"Fantastic hotel"
"A hidden gem"
"Only so-so"
"The kids loved it"
"Service was impeccable"
"Highly recommended"
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reviews &
opinions
75M +
members
44M +
travel contributions
per minute
60+
hotel &
accommodation
pages
680K +
* comScore Media Metrix for TripAdvisor Sites, Worldwide, July 2012
restaurants &
attractions
1.2M +
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6 Source: comScore, January, 2013
Europe
23.5m North America
18.1m
LATAM
4.8m
Middle East &
Africa
2.7m
APAC
11m
World’s Largest Travel Site: 60 Million Unique Monthly Users
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30 countries
21 languages
75 international
traffic
%
2001 2011 2005
2006
2008
2009
2010
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reviews &
opinions
75M +
members
44M +
travel contributions
per minute
60+
hotel &
accommodation
pages
680K +
* comScore Media Metrix for TripAdvisor Sites, Worldwide, July 2012
restaurants &
attractions
1.2M +
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I Dream… Image: valeehill http://is.gd/d86Vw4
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Plan & Book… Image: angeloangelo http://is.gd/2XRClg
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• Received responses from more than 35,000 travellers
and hoteliers in 26 countries and seven regions
• Covers top travel and hospitality industry trends
- Marketplace, mobile, special offers, amenities, eco-friendly travel,
booking decisions, travel reviews, social media
• Conducted on behalf of TripAdvisor by independent
research firm
• Twice-annual study
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Who Do Global Travellers Trust for Travel Information?
#1 Travel Review Websites
#2 Friends and Family
#3 Travel Operator Websites
#4 Online Travel Agencies
#5 Store Front Travel Agents
Source: TripAdvisor’s TripBarometer, March 2013
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Do Online Reviews Impact Booking?
of global travelers say their
booking decisions are
impacted by online reviews
of global hotels say
reviews are important
for bookings
90% 96%
Source: TripAdvisor’s TripBarometer, March 2013
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PhoCusWright Traveller Survey
23 Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
81%
usually or always reference TripAdvisor hotel
reviews before making their selection.
91%
somewhat or extremely likely to recommend
TripAdvisor hotel reviews to others.
98%
found TripAdvisor hotel reviews to be
accurate of the actual experience.
5%
focus more on negative reviews to check for
hotels/pitfalls to avoid.
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people view TripAdvisor content on sites other
than TripAdvisor each month
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In the news
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Dorothy Dowling
Best Western’s Senior VP
Sales and Marketing
“We recognize that a
growing number of
guests turn to social
communities and
online reviews for
research before they
book a hotel stay.”
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How does it work?
Wyndham Hotel Group 2012 Earnings Call
“Making ratings and reviews readily
available on our own brand sites
ensures consumers don't have to leave
our site to get that information and
ultimately book with us.
We saw an approximate 30% increase
in bookings during the pilot period…
We expect our affiliation with
TripAdvisor to drive conversions, as
well as support brand quality.”
“…We see them staying longer on our site.
We have also seen that customers visiting
Expedia and other travel agency sites end
up booking with us.”
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2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
TripAdvisor Management Response Growth: 2003-2012
1 out of every 4 new reviews
in 2012 received a
Management Response
Management Responses
more than doubled year-over-
year from 2011-2012
Source: Internal TripAdvisor data
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Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
Reviews influence traveler decisions
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of respondents say an
appropriate management
response to a bad review
improves my impression
of the hotel.
84% of respondents say seeing
a hotel management response to reviews
makes me believe that it cares more about its
guests.
78%
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I’m There…
Image: Elmastudio http://is.gd/jF8eXm
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31M TripAdvisor App
Downloads
5M CityGuide App
Downloads
45M Monthly
Uniques in Q4
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Neighborhoods Metro Stations 80 Cities Checkins
Bookable Tickets Wikipedia TripJournal
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of TripAdvisor members surveyed
say they are more likely to use a
business with a TripAdvisor
endorsement on display 75%
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I’m Back…
Image: David Paul Ohmer http://is.gd/mntYYg
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TripAdvisor Reviews are Largely Positive
Source: TripAdvisor. Percentage of all ratings, December 2012
48%
29%
12%
6%
6%
Average Review Score:
4.08
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Help travelers around the world plan and have the perfect trip