Post on 26-May-2020
transcript
2016 Victorian Tourism Conference
July 2016
TripAdvisor Today
o v e r
128,000+d e s t i n a t i o n s
e v e r y m i n u t e
230u s e r c o n t r i b u t i o n s
o v e r
o v e r
6.5M I L L I O N
b u s i n e s s e s
l i s t e d
48 D o m a i n s in
28 l a n g u a g e s
350 r e v i e w s & o p i n i o n s
M I L L I O N
103M I L L I O N
m e m b e r s
775,000v a c a t i o n r e n t a l s
h o t e l s , B & B &
s p e c i a l t y l o d g i n 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 i o n s
340MILLION
Unique visitors
a month4
Source: comScore Media Metrix for TripAdvisor Sites, worldwide, February 2016; Source: TripAdvisor log files, Q1 2016
3
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
4
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
Those who visit
TripAdvisor in their
journey have 34 travel site
visitsTripAdvisor
reaches 52%
of all travel
visitors
Australian Market
24%
24% of
intenders end
up purchasing
59%
59% of
purchasers visit
TripAdvisor
34
10
Those who don’t visit
TripAdvisor in their journey
have 10 travel site visits
52%
Source: comScore Data Services
7m
5
ALL ABOUT VICTORIA
Victoria Content
Getting richer content means moving
the interest to other travellers
o Accommodation (2965)
o Destinations (260)
o Reviews and Opinions
(1,000,577)
o Forum Topics (12,819)
Source: TripAdvisor internal session data
Global Interest in Victoria Content
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2013
2014
2015
2016
Top 20 Markets Viewing Victoria in 2016
*In terms of total TripAdvisor sessions in 2016
Source: TripAdvisor Internal Site Data
82.8%
17.2%
Victoria Content: Domestic vs. International
Domestic Users International Users
16%
12%
12%
8%
7%
6%
3%
3%
3%
3%
3%
2%
2%
2%
1%
1%
1%
1%
1%
1%
United States
Singapore
United Kingdom
China
New Zealand
Malaysia
Spain
Japan
India
Germany
Canada
Indonesia
Italy
France
Thailand
Taiwan
Philippines
The Netherlands
South Korea
Russia
Growth in Victoria Destination Views by Market
o Out of the top 20 countries
viewing Victoria, Thailand,
South Korea and Philippines
showed especially strong
increased views of Victoria
destinations in 2015 versus
2014
*In terms of total TripAdvisor sessions in 2015 versus 2014
Source: TripAdvisor Internal Site Data
+11.2%
+14.2%
+28.9%
-13.9%
+27.4%
+28.0%
+21.9%
+19.7%
+11.0%
+16.2%
+30.2%
+7.9%
+19.9%
+46.8%
+24.9%
+40.2%
+27.6%
+41.5%
+19.0%
-20.5%
United States
United Kingdom
Singapore
China
New Zealand
Malaysia
Japan
India
Canada
Germany
Indonesia
Italy
France
Thailand
Taiwan
Philippines
The Netherlands
South Korea
Spain
Switzerland
Trip Duration and Travel Planning Trends
Source: TripAdvisor Internal Site Data
*Top 10 International IPs11
o The below graph shows the duration of the trip and the number of days in advance
international users book their travel to Victoria
56.45
67.39
67.60
73.23
74.88
75.56
75.61
81.03
91.21
102.91
India
Singapore
China
Malaysia
United States
Japan
New Zealand
Spain
Germany
United Kingdom
Days Prior to Travel
3.34
3.59
3.74
3.88
3.95
4.10
4.14
4.37
4.57
4.84
Singapore
China
Germany
Malaysia
Japan
New Zealand
United States
India
Spain
United Kingdom
Travel Duration
Victorian Bubble Rating Trend -Accommodation
Source: TripAdvisor Internal Reviews Data 12
3.80
3.90
4.00
4.10
4.20
4.30
4.40
Jan 2
01
4
Feb
201
4
Ma
r 201
4
Apr
20
14
Ma
y 2
01
4
Jun 2
01
4
Jul 201
4
Aug 2
014
Sep 2
014
Oct 20
14
No
v 2
014
De
c 2
014
Jan 2
01
5
Feb
201
5
Ma
r 201
5
Apr
20
15
Ma
y 2
01
5
Jun 2
01
5
Jul 201
5
Aug 2
015
Sep 2
015
Oct 20
15
No
v 2
015
De
c 2
015
Jan 2
01
6
Feb
201
6
Ma
r 201
6
Apr
20
16
Ma
y 2
01
6
Jun 2
01
6
Accommodations
Victoria, Australia
Victorian Bubble Rating Trends- Attractions
Source: TripAdvisor Internal Reviews Data 13
4.20
4.25
4.30
4.35
4.40
4.45
4.50
4.55
4.60
4.65
4.70
Jan 2
01
4
Feb
201
4
Ma
r 201
4
Apr
20
14
Ma
y 2
01
4
Jun 2
01
4
Jul 201
4
Aug 2
014
Sep 2
014
Oct 20
14
No
v 2
014
De
c 2
014
Jan 2
01
5
Feb
201
5
Ma
r 201
5
Apr
20
15
Ma
y 2
01
5
Jun 2
01
5
Jul 201
5
Aug 2
015
Sep 2
015
Oct 20
15
No
v 2
015
De
c 2
015
Jan 2
01
6
Feb
201
6
Ma
r 201
6
Apr
20
16
Ma
y 2
01
6
Jun 2
01
6
Attractions
Western Australia, Australia
Victorian Bubble Rating Trends-
Restaurants
Source: TripAdvisor Internal Reviews Data 14
3.80
3.85
3.90
3.95
4.00
4.05
4.10
4.15
4.20
Jan 2
01
4
Feb
201
4
Ma
r 201
4
Apr
20
14
Ma
y 2
01
4
Jun 2
01
4
Jul 201
4
Aug 2
014
Sep 2
014
Oct 20
14
No
v 2
014
De
c 2
014
Jan 2
01
5
Feb
201
5
Ma
r 201
5
Apr
20
15
Ma
y 2
01
5
Jun 2
01
5
Jul 201
5
Aug 2
015
Sep 2
015
Oct 20
15
No
v 2
015
De
c 2
015
Jan 2
01
6
Feb
201
6
Ma
r 201
6
Apr
20
16
Ma
y 2
01
6
Jun 2
01
6
Restaurants
Victoria, Australia
KEY TRAVEL TRENDS FOR 2016
Key sources of information for travellers
o 73% of travelers cite TripAdvisor as an important source of influence when making
their travel plans. This is especially true for Generation X travelers.
o Millennials are highly influenced by the power of recommendations.
Influence of sources when gathering ideas (top 5)
16
73%
63%
58% 57%54%
70%67%
63%66%
53%
74%
62%59%
55% 54%
69%
52%
43%40%
49%
TripAdvisor Word-of-mouth Content posted by
travelers
Content posted
by friends/family
Official hotel ratings score
Global Millennials Generation
X
Baby Boomers
17
17% will try solo travel for
the first time in 2016
15% will try adventure
travel for the first time
1 in 5 global travelers said
they would try a cruise
for the first time in 2016
Trend #1 – Seeking new experiences
Source:TripBarometer , October 2015. A study by TripAdvisor and global research firm, Ipsos
Almost 7 in 10 global travelers are planning to try something new in
2016 (69%).
18
Trend #2 – One third of travelers are increasing
their spend in 2016
Source:TripBarometer , October 2015. A study by TripAdvisor and global research firm, Ipsos
said they will do so because
“because I or my family
deserve it”
49% said they would spend more on
travel because “it’s important for
my health and well-being”
31%
Of those spending more, almost 1 in 2 travelers are doing so because
they feel they deserve it.
19
Trend #3 – Culture, Special Offers and Media
influence destination choices
visited a destination because
they saw it on a TV show
Source:TripBarometer , October 2015. A study by TripAdvisor and global research firm, Ipsos
47% 21% 20%
Today’s travelers choose destinations for a number of reasons,
including accommodation special offers.
chose a destination because
of the culture and people of
the specific country
have chosen a destination
because a hotel had a special
offer or package.
20
Trend #4 – Travelers want to stay cool and
connected
say air conditioning is a
must-have when choosing
a place to stay.
of global travelers will look
elsewhere if free in-room
WiFi is not offered
Source:TripBarometer , October 2015. A study by TripAdvisor and global research firm, Ipsos
Among the amenities that travelers look for when booking
accommodation in 2016, air conditioning and WiFi stand out.
46%
63%
21
Trend #5 – Smartphones are the #1 travel
essential globally
Source: TripBarometer, October 2015
75% of global travelers will not leave
home without their
smartphones
22
Trend # 6: Business owners are optimistic
about 2016
Top 3 positive influences according to businesses
Source:TripBarometer , October 2015. A study by TripAdvisor and global research firm, Ipsos
73% of accommodation business
owners globally are
optimistic about profitability
in 2016
believe local events/congress will
impact business positively
believe a decrease in flights will have
a positive impact on business
believe that changes to tourist
attractions in the area will benefit their
businesses
65%
61%
64%
23
Trend # 7 – Rising room rates
Source:TripBarometer , October 2015. A study by TripAdvisor and global research firm, Ipsos
Nearly half (47%) of hoteliers globally plan to increase room rates in
2016.
of accommodations are increasing
rates to compensate for increased
overhead costs
of accommodations are increasing
rates because of of increased
demand
of accommodations are increasing
rates due to recently completed
renovations
65%
35%
37%
24Source:TripBarometer , October 2015. A study by TripAdvisor and global research firm, Ipsos
93% of hoteliers said that
online traveler reviews are
important for the future of
their business.
59% of accommodation owners
are investing more in Online
Reputation Management than
they did last previous year.
Trend #8 – Online Reputation Management is a
top priority for businesses in 2016
CLOSING REMARKS
Customer Service:
Singapore Customer Service Team
9am-4pm SGT
1-800-208-779
Jessica Quinlan
Senior Sales Executive – Destination
Marketing
jquinlan@tripadvisor.com