TripAdvisor 2018 2 Fish where the Fish Are!
Source: https://www.statista.com/statistics/499694/forecast-of-online-travel-sales-worldwide 3 https://skift.com/2017/06/21/mobile-travel-bookings-to-reach-40-percent-of-online-sales-in-2017/
Worldwide Findings Summary of size and reach
#1
Largest Visit Process Purchase Engagement
TripAdvisor is the largest An estimated 1 in every 80% of buyers who visit TripAdvisor reached Travel transactors who travel property worldwide 11 users worldwide TripAdvisor during the 60% of all worldwide use TripAdvisor engage with visited TripAdvisor in July purchase process users examined who with more sites. Their 2017 worldwide take longer started their decision path to purchase than 4 weeks to process and research is 29% longer complete their subsequently booked than non TripAdvisor purchase travel online in Q2 & Q3 users 2017
Source: comScore Data Services 5 TripAdvisor – World’s Largest Travel Site
455M 49 570M 7.3M average unique Markets Reviews and Accommodations, monthly visitors ** Worldwide Opinions Restaurants and Attractions
*Source: TripAdvisor log files, average monthly unique visitors, Q3 2017 6 **Source: comScore Media Metrix for TripAdvisor Sites, worldwide, July 2017 About TripAdvisor TripAdvisor is the world’s largest travel site*
270+ 147,000 137M 780,000 New contributions per minute Destinations Marketable Members Vacation Rentals
*Source: TripAdvisor log files, average monthly unique visitors, Q3 2017 **Source: comScore Media Metrix for TripAdvisor Sites, worldwide, July 2017 7 TripAdvisor: Worldwide TripAdvisor is the world’s largest travel site
TripAdvisor Media Group TripAdvisor Sites Ctrip International Booking.com Expedia Airbnb Trivago Sites Hotels.com Sites UU456.COM Qunar 12306.CN Skyscanner MSN Travel Mafengwo Agoda LVMAMA.COM Kayak.com EDreams Odigeo HomeAway Indian Railways Southwest Airlines Co. Fareportal Media Group Despegar-Decolar Sites TripAdvisor 18% of the Travel Market Ryanair Priceline.com TAMG 19% of the Travel Market
Source: comScore October 2017 8 TripAdvisor: India Excluding Mobile Data TripAdvisor is 3rd largest travel site in India
Indian Railways MakeMyTrip TripAdvisor Media Group TripAdvisor Sites Go Ibibo Clear Trip Yatra Online Expedia Trivago Sites Booking.com Jet Airways Hotels.com Sites Air India Holiday IQ Spice Jet Air Asia Agoda Airbnb MSN Travel Ctrip International Skyscanner Thomas Cook Group PLC The Emirates Group Emirates TripAdvisor 13% of the Travel Market Lonely Planet Sites
Source: comScore October 2017 9 Our Global Partnership – “4 Pillars”
Marketing MARKETING Working with the destination to create a targeting campaign to engage travellers to discover the destination
CONTENT Looking to help the destination grow their content Analysis Destination Content to showcase their destination EDUCATION Supporting each destination with seminars to education the travel industry on how to use TripAdvisor
ANALYTICS Education Providing in-depth analysis on current trends relevant to the destination
TELLING STORIES NOW This was how it was! How has it changed? o Think back to your holiday? o Searching through books, library o Searching through libraries o Slides shows from friends
Be Kind Rewind Let’s rewind to 1999
Mobile Travel
o Smartphones and tablets are here to stay. o M-commerce is leading the way o Think social–local–mobile. o “digital omnivore” – users move seamlessly between phone, tablet, computer and television and use the devices in a complementary way.
ETC Mobile Research Emerging Marketing Have Higher Proportion of Connected Travelers If your guests tend to come from the following markets, you should consider investing more in mobile markets
Thailand – 65% China – 65% Brazil – 59% Indonesia – 59% Malaysia – 53% Italy – 49% USA – 48% India – 47% Australia – 47% Russia – 44%
Source: TripBarometer Connected Traveler Report, March 2015 DESTINATION MARKETING OR MANAGEMENT One Size Doesn’t Fit All
24 DMO • Europe & APAC mainly Government sub-vented • North America is part funded • Normally has a board made of Industry players • Subject to Fiscal year behaviour • Transparent reporting What is your role?
Development and Destination Improvement of Awareness Tourism Products
Destination
Impacting Economic Supporting Industry and Sustainable Stakeholders growth in the region
26 Missions, Goals and Tools
MISSIONS: • Bringing Travelers to their Destination • Developing Tourism Products • Supporting Industry/Stakeholders • Impacting Economic Growth
METRIC GOALS: • Economic Results • Awareness • Arrivals
TOOLS • Structural Re-organisation • Shift focus to current trends/technology • Utilize insights/data to achieve audience awareness KNOWING THE SPACE YOU ARE PLAYING IN Search-Shop-Buy-Share Online penetration
29 From Dreaming to Sharing
Phocusright Travelers Journey
Information Impact Attainment Most Trips are Destination-led How did you start planning this trip?
of travelers begin by researching and choosing 74% their destination
Began comparing destinations 30%
Decided on a specific destination 45%
Researched flights or 7% transportation
Researched hotel or 5% accommodation
Booked flight or transportation 4%
Booked hotel or accommodation 3%
TripBarometer 2016 Of those who didn’t start with a destination 42% Start by booking flights
42% 30% 12% Start by looking at Start by looking at or Just travelled to or booking flights booking accommodation their destination
TripBarometer 2016 Destination is a popular starting point, but a sizeable number of travelers start their path to purchase journey elsewhere Three in ten travelers start 45% their booking pattern by comparing destinations, whilst almost half (45%) already have a destination 30% in mind when they start booking
7% 5% 4% 3%
Began Decided on a Researched Researched Booked flight or Booked hotel or comparing specific flights hotel transportation accommodation destinations destination or or transportation accommodation
TripBarometer 2016 Culture, cost and climate are key draws when choosing a destination
Top ten reasons for choosing a destination
31% of travelers select a Experience the culture/society/people destination for its culture 31% Accommodation had a good price 22%
For the weather 20%
Recommended by a friend/relative Almost half (47%) of travelers 16% choose a destination because Flight had a good price of price 16% Family-friendly 15%
Cheap holiday/vacation option 14% One in five travelers state that Great for my age group 12% weather was an important factor in choosing their destination Family ties 11%
A good price for a luxury destination 10% WHO ARE WE?
36 Traveller typologies
Value Seekers Luxury Travelers Social Travelers 17% 19% 16%
“Help us make the most “Show me how to enjoy “Let us share and engage of our vacation” and spend my money” with others”
Age: 25-34 Age: 25-49 Age: 25-49
Household Income: Household Income: Household Income: Medium High Medium - high
Traveling with: Traveling with: Traveling with: Children Spouse/partner Children Traveller typologies
Independent Travelers Researchers Habitual Travelers 31% 35% 7%
“Help minimise time researching, “Help me find my own way” “Help me plan the perfect trip” but provide me with peace of mind”
Age: 25-49 Age: 25-49 Age: 35-64
Household Income: Household Income: Household Income: Low / high High Low
Traveling with: Traveling with: Traveling with: Solo Spouse/partner Solo
TripBarometer 2016 18 – 34 Year’s Old Behaviour
38% 22% 35%
Digital word of mouth are Travelers in the 18-34 age group are Began comparing particularly influential for more likely to choose a destination based destinations during the younger travellers on recommendations research phase
TripBarometer 2016. 39 Air-Con!
Nearly two in three travellers consider air-conditioning in hotels a ‘must-have’ and nearly half will look elsewhere if in- room Wi-Fi isn’t included in the accommodation price Connected Traveller
• Millennials are more likely to consider the inclusion of in-room Wi-Fi and breakfast in the accommodation price as deal-breakers • One-quarter of travellers will consider alternative accommodation if swimming pools are not on offer • Three in five Chinese will not book an accommodation that does not offer free in- room Wi-Fi. Tea Time
Nearly one-third of travellers will look elsewhere if accommodation doesn’t have a kettle, with Indians, Australians and Indonesians the most likely to consider it a deal- breaker Snap Happy
Most likely to take a camera • Russia • Canada • France • Argentina • Austria Retail Therapy
• Indonesia • Argentina • China • Malaysia • Mexico Best Dressed • South Africa • Canada • Ireland • New Zealand • India Germophobic
Consider hand sanitizer an essential travel item 1. India 2. Australia 3. Canada 4. South Africa 5. United States RESEARCH AND PLANNING ARE KEY Power of Insights
Information Planning Development JOURNEY STEPS
RESEARCHING Being Dreaming of DEFINING THE + BOOKING PRE-TRIP DREAMING OF ONOn--TRIPTrip the Next Trip DESTINATION KEY PLANNING THE NEXT TRIP ELEMENTS Week -20+ “Not Yet Ready” Week -16: Awareness • 5 Destinations
Not planning… • 0 Hotels Already thinking but open to inspiration about next trip! Advocate
Reviews, Consideration Facebook, Starting WoM the process Week -12: • 3 Destinations • 6 Hotels
Book Additional Experience Activities Actively Comparison on vacation Week -4: • Restaurants Short list of • Attractions hotels • 1 Destination • Tours, etc. • 15 Hotels Booking
Flight -> Hotel Week 0 • Booked Asia Pacific
Looking at 2016 August and 2017 same period there has been a 30% increase in travellers consuming Asia Pacific Content
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2013 2014 2015 2016 2017
TripAdvisor Internal Insights October 2017 51 Top Asia JAPAN Pacific CHINA 5% 21% Destinations Taiwan Vietnam 3% INDIA 4% APAC Top Ten Destinations 14% Thailand Philippines Total • Japan 5% 11% Malaysia • India 4% • Thailand • Australia Indonesia 8% • Indonesia • China
• Philippines AUSTRALIA • Malaysia 10% • Vietnam • Taiwan
TripAdvisor Internal Insights October 2017 Top Cities in Asia Pacific Bengaluru, India Nha Trang, Vietnam Jakarta, Indonesia 2% 2% 2%
Da Nang, Vietnam 2% Beijing, China 3%
New Delhi, India Bangkok, Thailand 4% 17%
Siem Reap, Cambodia 4%
Taipei, Taiwan Patong, Thailand 7% 4%
Shanghai, China 4% Seoul, South Korea 6% Seminyak, Indonesia 4%
Kyoto, Japan 6% Hanoi, Vietnam 5% Kuala Lumpur, Malaysia Melbourne, Australia 6% 5% Ho Chi Minh City, Vietnam Chiang Mai, Thailand 6% 5%
TripAdvisor Internal Insights 2017 Osaka, Japan 5% Angkor Wat, Cambodia Gardens by the Bay, Singapore I n t e r e s t ? Temple of the Reclining Buddha (Wat Pho), Thailand BTS Skytrain, Thailand The Grand Palace, Thailand Seoul Metro, South Korea What interests Petronas Twin Towers, Malaysia Chinese Travelers Taipei 101, Taiwan National Palace Museum, Taiwan Myeongdong Shopping Street , South Korea War Remnants Museum, Vietnam Hoi An Ancient Town, Fushimi Inari-taisha Shrine, Japan Old Quarter, Vietnam N Seoul Tower, South Korea Sacred Monkey Forest Sanctuary, Indonesia Dotonbori, Japan Top Destinations Viewed by Chinese Travelers
New Zealand 2% Maldives Philippines 2% Germany 2% Spain 2% Australia 2% 3% Singapore Thailand 3% 19%
Mariana Islands 3%
Vietnam 3% Italy 3% Japan France 14% 4%
Taiwan 4%
Malaysia United States 4% United 10% Kingdom 4% South Korea Indonesia 5% Hong Kong 5% 5% TripAdvisor Insights 2017 Gardens by the Bay, Singapore I n t e r e s t ? Universal Studios - Singapore Temple of the Reclining Buddha (Wat Pho), Thailand BTS Skytrain Thailand Singapore Flyer, Singapore What interests Indian Petronas Twin Towers, Malaysia Singapore Mass Rapid Transit (SMRT) T r a v e l e r s Walking Street Pattaya, Thailand Victoria Peak (The Peak), Hong Kong Singapore Zoo, Singapore Night Safari, Singapore Jurong Bird Park, Singapore Hong Kong Disneyland, Hong Kong Safari World, Thailand MTR, Hong Kong Cloud Forest, Singapore Langkawi Cable Car, Malaysia Top Destinations Searched by Indian Travelers
Germany 2% Bhutan Mauritius 2% 2% Greece Nepal 2% 3% China 3% United States Australia 17% 3%
Switzerland 3%
France 4% Thailand Sri Lanka 14% 4%
Spain 4% United Arab Emirates Italy 9% 4%
Maldives 4% Indonesia United Singapore 7% Malaysia 5% Kingdom TreipAdvisor Insight 2017 4% 6% Device Usage
Mobile Tablet Desktop
Indonesia Thailand Vietnam South Korea Japan Malaysia Australia New Zealand Singapore Hong Kong India United Kingdom Taiwan Italy United States Canada Germany France China Russia 58 TripAdvisor Internal Insights October 2017 Influence you can measure isn’t worth having
Influencers or Thought Leaders? How do you measure Blogging success? How are you working with Bloggers? What expectations do you have? How have your industry reacted?
https://medium.com/21st-century-marketing/its-time-to-address-the-elephant-in-the-room-influencers-don-t-really-influence-anything- or-ee036b4abbb http://www.gq-magazine.co.uk/article/influencer-marketing 59