The power of ratings Justin Reid€¦ · Top 15 Markets Last 12 months –unique lookers 0 500,000...

The power of ratings – Justin Reid

What the world thinks of Dundee

o TripAdvisor Overview

o Scotland insights on TripAdvisor

o Dundee insights on TripAdvisor

o Star(s) of Dundee tourism

o Using Reviews to Power your Business

| Agenda

3

TripAdvisor: The World’s Largest Travel Site*

Source: comScore Media Metrix for TripAdvisor Sites, worldwide, May 2016

**Source: TripAdvisor log files, Q2 2016

Users have downloaded TripAdvisor apps more than 340 million times

G O E S L I V E

1 M I L L I O N

Reviews & Opinions

2 0 0 0

2 0 M I L L I O N M O N TH LY

Unique Visitors

2 0 0 5

3 5 M I L L I O N

Reviews & Opinions

2 0 0 8

5 0 M I L L I O N M O N TH LY

Unique Visitors

2 0 1 0

O V E R 1 . 5 M I L L I O N

Businesses Listed

2 0 11

7 5 M I L L I O N

Reviews & Opinions

2 0 1 2

1 0 0 M I L L I O N

Reviews & Opinions

2 0 1 3

4

5

TripAdvisor: World’s largest travel site

We are in 49 countries and in 28 languages

6

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!

From “look” to “book” on TripAdvisor

SCOTLAND ON TRIPADVISOR

8

Last 4 years all markets

0

1000000

2000000

3000000

4000000

5000000

6000000

7000000

8000000

9000000

2013

2014

2015

2016

9

Last 4 years all markets

0

1000000

2000000

3000000

4000000

5000000

6000000

7000000

8000000

9000000

10000000

2013

2014

2015

2016

10

Top 15 Markets

Last 12 months – unique lookers

0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

11

Top 15 Markets

Last 12 months – unique lookers

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

12

Wait… but

what about

Dundee ?

13

Where does Dundee fit in the wider Scotland

conversation?

1. Edinburgh 16.2 million

2. Glasgow 9 million

3. Aberdeen 2 million

4. Inverness 1.9 million

5. Dundee 1.2 million

14

Top 10 markets viewing Dundee in last 3 years

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

15

A level further down

o Globally

• Dundee

• Edinburgh

• London

• Glasgow

• Aberdeen

o Outside Scotland

• London

• Manchester

• Birmingham

• Solihull

• Sheffield

o Outside UK

• Bejing

• Dublin

• Sydney

• Singapore

• Paris

16

Who are Dundee’s Competitors ?

UK Market

1. Glasgow

2. Perth

3. London

4. Carnoustie

5. Forfar

1. London

2. New York City

3. Orlando

4. Manchester

5. Liverpool

17

18

The Power of Reviews for Destinations

96%

83%

consider reading reviews important when planning and booking a holiday

will “usually” or “always” reference TripAdvisor reviews before making a booking decision on a holiday

Source: 2015 ‘Custom Survey Research Engagement’ conducted by Phocuswright on behalf of TripAdvisor. .

19

Understanding the motivation to sharePeople want to share positive experiences and pay it forward for the

advice they received from others

73% 70%4 out of 5of TripAdvisor users

wrote a review in the

past year because they

received good advice

from reviews and

wanted to give back to

the community

of TripAdvisor users

report that they wrote

a review in the past

year because they

wanted to share a

good experience with

travellers

is the average

bubble rating on

TripAdvisor

20

But what work’s best for

Dundee?

21

Accommodation vs attractions vs restaurants

Accommodation vs Restaurants vs Attractions

3.80

3.90

4.00

4.10

4.20

4.30

4.40

4.50

4.60

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

Jul 201

6

Aug 2

016

Sep 2

016

Oct 20

16

No

v 2

016

De

c 2

016

Jan 2

01

7

Feb

201

7

Ma

r 201

7

Apr

20

17

Ma

y 2

01

7

22

Accommodation vs attractions vs restaurants

Accommodation vs Restaurants vs Attractions

3.80

3.90

4.00

4.10

4.20

4.30

4.40

4.50

4.60

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

Jul 201

6

Aug 2

016

Sep 2

016

Oct 20

16

No

v 2

016

De

c 2

016

Jan 2

01

7

Fe

b 2

01

7

Ma

r 201

7

Apr

20

17

Ma

y 2

01

7

Jun-1

7

Jul-1

7

Aug-1

7

Sep-1

7

Oct-

17

No

v-1

7

De

c-1

7

DUNDEE VS THE WORLD

24

The world marking Dundee

3.25

3.5

3.75

4

4.25

4.5

4.75

5

25

The world marking Dundee

3.25

3.5

3.75

4

4.25

4.5

4.75

5

Globalaverage

Ireland Germany USA Yourselves ????

26

The Nobody Does It Better Award

27

28

5 Things to do to maximize your presence on

TripAdvisor

1. Make sure your business is registered

29

30

5 Things to do to maximize your presence on

TripAdvisor

1. Make sure your business is registered

2. A picture is worth a thousand words

31

32

5 Things to do to maximize your presence on

TripAdvisor

1. Make sure your business is registered

2. A picture is worth a thousand words

3. A bad review isn’t WRONG……it’s free customer research

33

34

35

5 Things to do to maximize your presence on

TripAdvisor

1. Make sure your business is registered

2. A picture is worth a thousand words

3. A bad review isn’t WRONG……it’s free customer research

4. DO reply to comments

36

37

5 Things to do to maximize your presence on

TripAdvisor

1. Make sure your business is registered

2. A picture is worth a thousand words

3. A bad review isn’t WRONG……it’s free customer research

4. DO reply to comments

5. Make the most of your reviews both on and offline

38

39

But does it work or make a difference ?

40