HSMAI - July 2016 Priyanka Gargav Singapore More than 80% of users - - PowerPoint PPT Presentation
HSMAI - July 2016 Priyanka Gargav Singapore More than 80% of users feel that TripAdvisor reviews help them feel more confident in their travel decisions and have a better trip Source: PhoCusWrights Custom Survey Research Engagement,
HSMAI - July 2016
Priyanka Gargav Singapore
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. May 2015
More than 80% of users feel that TripAdvisor reviews help them feel more confident in their travel decisions and have a better trip
TripAdvisor
The World’s Largest Travel Site
Contributions every minute
Monthly Unique Users
TRIPADVISOR INFLUENCES:
bookings* SEARCH PLAN BOOK
All users come with a different intent
bookings*
55-day
path to purchase
* Global Economic Impact Study – June 2016
TripAdvisor introduces Instant Booking on mobile
TripAdvisor Highlights
4
2001 2002 2004 2009 2010 2013 2014 Today
First ever traveler review is posted on TripAdvisor Restaurants added to the site for the first time Popularity Index launched, ranking properties according to traveler feedback TripAdvisor forums are created A flights search feature is launched
TripAdvisor launches first iPhone app Hotel price comparison launches Vacation Rentals are added to the site Partners with Facebook TripAdvisor acquires and TripAdvisor reaches
340 million
Unique monthly users
5
Through the acquisition of a number of leading restaurant reservation companies, users can now reserve over 200,000 restaurants through TripAdvisor.
positioned TripAdvisor as the world’s largest tours & attractions marketplace
now bookable on TripAdvisor.
TripAdvisor Vacation Rentals is a global leader in the space with nearly 800,000 rental properties listed – 70% of which are bookable online.
TripAdvisor Media Group (TAMG)
TripAdvisor, Inc. (NASDAQ: TRIP) manages and operates websites under 24 other travel media brands
LEADER IN GLOBAL TRAVELLER KNOWLEDGE
From Look to Book and Experience
Awareness
Not planning… but open to inspiration
Consideration
Starting the process
Comparison
Short list of hotels
Booking
Flight -> Hotel
Experience
Actively
Advocate
Reviews, Facebook, WoM
Week -20+
“Not Yet Ready”
Week -16:
Week -12:
Week -4:
Week 0
Book Additional Activities
Already thinking about next trip!
*Source: Comscore’s Path to Purchase study; Mar 2016
A Typical TripAdvisor User (Asia)
Young professionals
Tech savvy
Highly educated
Mid to high income
*Source: Effective Measure & TripAdvisor internal data
MOBILE IS CHANGING BUYING BEHAVIOUR
APAC Mobile Update
Source: European Travel Commission
estimated to be in APAC
Global mobile traffic will
14
OF ALL TRIPADVISOR TRAFFIC IS
MOBILE AND TABLET
USER EXPERIENCE ON
LEADING THE INDUSTRY ON MOBILE
WORLD’S MOST DOWNLOADED TRAVEL APP*
HOW DO I IMPROVE MY HOTEL’S RANKING
Key factors that influence your popularity
Number of photos
*TripAdvisor study – September 2014 The factors that drive the most traveler engagement on hotel or B&B pages: (ranked by level of impact on traveler engagement)
Management Responses = Increased Booking Enquiries
4 factors that drive the most engagement
Total number of reviews Number of reviews in the past year Management Response in the past year
The “Virtuous Circle”
Engagement
Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015
Hotels that ask for reviews perform better
Systematic review collection amplifies “Virtuous Circle” benefits
Highly engaged hotels that prompt every guest to write a review with tools like the TripAdvisor Review Collection Platform see:
Other key performance metrics of highly engaged hotels using RCP:
Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015
AVERAGE PAGE VIEWS PER MONTH
AVERAGE CPC CLICKS PER MONTH
CLICKS PER MONTH TO HOTEL WEBSITE
Using review content to improve your business
positive feedback
address this feedback
acknowledged in reviews
meetings
listings