tripadvisor - venezia 30 ottobre 2012 - joseph fratangelo - lezione di turismo bto educational

TripAdvisor ®

April 10, 2023

Inspiration > Planning > Travel > Review

The Good News

HOW PEOPLE

MAKE DESTINATION DECISIONS

Discretionary travel is on the rise.

The increase in discretionary travel means more

trips start as blank canvases, and travelers are

once again looking for new trip ideas and a broad

range of content to help them create picture-perfect

getaways.

- PHOCUSWRIGHT, U.S. CONSUMER TRAVEL REPORT

4TH EDITION, 5/2012


Source: PhocusWright,European Consumer Travel report, October 2011

Online ad spending hit an all time high of $31 billion in

2011, and display and search advertising grew by an

impressive 27% .

EU Consumer Travel report stated that for the first time review sites such as TA were

the most influential information source for travelers when planning leisure travel

74% of UK travellers find travel reviews to be

influential when shopping*

Why online matters


Source: Nielsen Global AdView Pulse Q1 2012 , Based mainly on published rate cards

Television2.8%

Radio7.9%

Outdoor6.4%

Newspapers3.1%

Magazines-1.4%

Internet12.1%

Cinema4.1%

Media Ad Spend, % Change YoY


Information Sources For Destination Selection

Source: PhoCusWright’s U.S. Consumer Travel Report, 4th ed. May 2012.


Inspiration & Planning Are KeyMost popular channels at each stage of the process

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.

A Newspaper Website

Opinions seen on a travel social media network

Advertising in a Newspaper or

Magazine

A Television Advertisment

A Newspaper Travel Section

A Travel Mag-azine

A Review Website That has ratings

and opinions

Recommenda-tions from a friend

0

5

10

15

20

25

30

35

40

Inspiration & Ideas Information on how and where to bookDestination information

%


Who Consumers Trust

Source: Nielsen “Consumer Trust in Online, Social and Mobile Advertising Grows,” April 2012

#1

92%trust recommendations

from people they know

70%

#2

trust online

consumer opinion

8

Where does TripAdvisor fit in?


TripAdvisor, Inc.

http://taweb.tripadvisor.com/hr/files/2009/06/st-logo-png-notag.png

http://taweb.tripadvisor.com/hr/files/2009/06/travelpod-large.png


Tripadvisor: The Largest Travel Site in The World

7

5

MILLIO

Nreviews & opinions

MILLIONunique visitors

a month

OVER

1.6MILLIONbusiness

listed in over

110,000destinations

50OVER

user

contributions

every minute

2012

2011

2010

2008

2005

2000

75 Million

Reviews &

Opinions

Over 1.5 Million

Business Listed

50 Mil Monthly

Unique Visitors

20 Mil Monthly

Unique Visitors

35 Millions

Reviews &

Opinions

TripAdvisor

Goes Live

1 Million

Reviews &

Opinions

59


Source: Comscore August 2012

TripAdvisor is the Worlds largest travel site with

59 millions Unique Users

Europe

24.6mNorth

America

17m

LATAM

3.5m

APAC

9.8m

Middle East&

Africa

3.1m

TripAdvisor World


Source: Comscore August 2012

TripAdvisor Italy

TripAdvisor is:

+23.4% of the travel market

+27.3% YoY


TripAdvisor always on the trip

Inspiration ResearchLinks to Booking

platforms

Travel Share Reviews


Mobile app: 22 millions download

• Find & contact hotels

• Find & reserve restaurants

• Find & book attractions and tours

• Find flights

• Read & participate in travel forums

• Write reviews


Mobile city guide

• FREE and offline mode

• Restaurants, hotel and attractions reviews

• Offline itineraries with suggestions

• Available for iPhone and Android


Italy has

over 22 millionsFacebook users

That is almost

39% of the populationof Italy

And almost

76% of the total Italianonline population.

Source: Social bakers, Oct 2012

Facebook Italy

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

+120m TA visitors have been Instant PersonalisedWith +300m actions published into open graph in H1 2012

+


The positive opinions

1 2 3 4 5

7% 7%12%

28%

47%

The average is 4.01

Source: TripAdvisor, Feb 2012

20

TripAdvisor is the single biggest social media platform used in holiday planning, with

of UK holiday makers using the site in some way or other.

50%

Conrad Advertising survey "Mapping the Travel Mind: The Influence of Social Media.” September 2011** 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

TripAdvisor is viewed as very important to the travel planning process

4.18

What You Should Be Doing Today!


Upload Photos and Videos - Free

Add an unlimited amount of photos and videos

Showcase your landmarks, natural wonders, top attractions


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

Veneto & Venezia


2.087 Hotels 1.848 B&B

6.096 Restaurants

888 Things to do over 340.000 Reviews

over 34.000 Topics Forum


#12 in Europe, #3 in Italy


503 Hotels 455 B&B

1.103 Restaurants

374 Things to do over 330.000 Reviews

over 100.000 Topics Forum


Venice & TripAdvisor

Source: TripAdvisor, Jan 2011 – May 2012


Conclusions

THANK YOU

tripadvisor - venezia 30 ottobre 2012 - joseph fratangelo - lezione di turismo bto educational

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