Travellers Take Control ‐ The Power of
Posi4ve Opinion
Why TripAdvisor? Redefining Travel Research For Over 10 Years
Source: Comscore July 2010 TripAdvisor Internal data July 2010
? ✓ +42m
40m+ reviews
20 new reviews, opinions or images posted every minute!
900million+ monthly pageviews
2008 Forrester found that 69% of leisure hotel bookers read consumer ra4ngs when
choosing a hotel
How to get there? Where to go?
What to do when you arrive?
Where to stay?
Our Travellers – Your Poten4al Customers
• 5 million monthly active users
• 1 billion pins of where travellers are going, have been, can advise friends, & favourite destinations
Facebook applica4ons
…get your friends to help you!
I like this – going viral….
And we like being liked too…
UNESCO project 2010
Connect with a Mobile Audience
• Connect with more than 2.8million unique monthly users
• Available in 17 countries and 11 different languages.
• Compa4ble with all major mobile phones and smart phones
Kenya on Tripadvisor
Source: TripAdvisor Internal data – Visual Sciences – June 2010
• 75% of all travel planners online say they use the Internet to pick a des4na4on
• 64% of all travel planners say TripAdvisor is the first place they go online
(Questus survey, Jan 2008)
1.4million monthly page views!!
Online reviews are trusted
Source: Social Travel Report, Total Media, based on a sample of 1,375 British travellers, March 2010
Most trusted source of advice
Why are user reviews so popular?
Fresh 20 new pieces contributed every minute on TripAdvisor
Authen4c Traveller photos don’t lie Wisdom of crowds : reviews from hundreds of people like you are most useful
Trustworthy User generated content is independent
Si#ng in traffic in Nairobi the next morning By ccolbert2000 on Apr 2010
More and more people are pos4ng reviews
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Source: Social Travel Report, Total Media March 2010
40% of Britons over 25 have wriben a holiday review
online
79% of US online travellers have read a review of a product or service online
48% have posted a review of a product or service
Source: PhoCusWright’s Consumer Technology Survey, Third EdiKon, 2010
You’re not alone needing or giving travel advise…
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More Raves than Rants
Reviews on TripAdvisor are mainly posi4ve – Average score is 3.74
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How you can make TripAdvisor to work for you
• Monitor
• Engage
• Promote
Get yourself listed!
Monitor – Kenya has 16,824posts
Engage – add your photos & videos!
Add videos ‐
• Example Tourism Turkey
• 15 videos currently loaded
• 30k video views
• 4.2 average viewer
Owners’ Center & Management Responses
Something new for the hotels
Link to your website & email cost involved
Fairview Hotel Nairobi is engaging!
Content on Gamewatchers Safaris page
Content ‐ Case study
Visit Scotland: hotel reviews
81% of VisitScotland.com users who no4ced the TripAdvisor content believe it is
appropriate for VisitScotland.com to feature Tripadvisor reviews on its lis4ngs
Get more reviews = more content!
Barcelona Turisme: hotel, abrac4on and restaurant reviews
Adver4sing based promo4on
Thank you!
Helena Egan Des4na4on Marke4ng
Tel +44 20 3320 3235 Mobile: +44 77147 65 154 Email: [email protected] Questions?