#eTAS14 Presentation - Helena Egan of TripAdvisor

Reaching new heights

WHAT DOES TRAVEL REALLY MEAN…

Inspiration > Planning > Travel > Review

user contributions

every minuteAccommodations,

restaurants and

attractions listed

million

Unique monthly visitorsmillion

Destinations are on

the site

thousand

TripAdvisor Today


Average rating of

global reviewsTraveller photos

submitted

million

reviews and opinions are live on our sitemillion

Mobile app

downloads

million

TripAdvisor Today


We have South African domain!

Source: comScore June 2014

The World’s Largest Travel SiteTripAdvisor is the world’s largest travel site with 70.3m Unique Users in

June 2014

LATAM

5.7m

EUROPE

30.4m

MIDDLE

EAST &

AFRICA

2.7m

APAC

14.9m

NORTH

AMERICA

- Desktop*

16.8m

NORTH

AMERICA

- With Mobile

28.3m

-


People who book travel visit TripAdvisorSizing the market of consumers starting their online travel decision process during January 2013

Source: comScore Data Services

Total TravelIntenders

Travel TransactorsTravel Transactors

with 1+ TripAdvisor Visits

% Transactors who use

TripAdvisor

Australia 3.3m 0.5m 0.2m 44%

France 10.9m 1.2m 0.3m 27%

India 15.5m 3.3m 1.0m 29%

Italy 7.1m 0.5m 0.2m 51%

United Kingdom 13.5m 1.6m 0.9m 55%

Spain 5.6m 0.3m 0.1m 33%

United States 57.7m 8.0m 3.7m 47%

Total 113.7m 15.5m 6.4m 42%

6.4m users who booked travel online in Q1 2013 visited TripAdvisor at least once during the

purchasing process, representing 42% of the total buyers observed in the quarter

In Italy and the UK over 50% of bookers visited TripAdvisor

1

1

2

2

SOUTH AFRICA


Congratulations… South Africa had the fourth-highest-reviewed accommodation in the world in 2013!

• In 2013 South Africa had the highest average accommodation review score out of every country in the

world with 5,000 or more unique reviewers

Source: TripAdvisor Internal Reviews Data, 2013, countries with <5000 unique reviewers not listed

4.54

4.53

4.45

4.45

4.39

4.36

4.36

4.34

4.34

4.32

1. Belize

2. Maldives

3. Mauritius

4. South Africa

5. Costa Rica

6. Nicaragua

7. Honduras

8. Morocco

9. French Polynesia

10. Kenya

What are the South Africans researching…

o In the last 12 months, users in South Africa

made up 53% of all domestic views on

TripAdvisor

o The United States and Thailand are the

largest destinations worldwide viewed by users

in South Africa

o 47% of all international views from users in

South Africa are to non-African destinations,

including the United States, Thailand and

Mauritius

9%

7.7%

5.7%

4.9%

4.7%

4.7%

3.4%

3.0%

2.5%

2.5%

2.5%

2.5%

2.4%

2.3%

2.3%

1.7%

1.6%

1.4%

1.4%

1.4%

United States

Thailand

Italy

United Kingdom

Mauritius

France

Tanzania

India

Spain

Turkey

Greece

Mozambique

United Arab Emirates

Namibia

China

Germany

Indonesia

Botswana

Australia

Zimbabwe

Top 10 TripAdvisor Country* Top 20 TripAdvisor Country

53%

47%South Africa

All Others

*In terms of total TripAdvisor page views in the last 12 months

Source: TripAdvisor Internal Site Data

% Growth in Share of Views by South Africa

o Year over year, Indonesia and South Africa

not only represent a large portion of

TripAdvisor’s total views, but the share of views

by users in South Africa also grew significantly

o However, destinations such as Italy, Thailand

and the UK, which are among the top 10

viewed destinations by users in South Africa,

made up a lower share of views in the last 6

months

*In terms of total TripAdvisor page views in Feb 2013-Jul 2013 vs. Feb 2014-Jul 2014


Top 10 Country*, South Africa growing share

Top 20 Country, South Africa growing share

Top 10 Country, South Africa losing share

Top 20 Country, South Africa losing share

12%

11%

9%

4%

2%

1%

-3%

-3%

-3%

-5%

-7%

-9%

-10%

-13%

-14%

-16%

-17%

-17%

-21%

-24%

Indonesia

South Africa

Tanzania

Namibia

Botswana

Greece


Turkey

India

Germany

Thailand

Spain

United States

Mozambique

France

United Kingdom

Zimbabwe

Mauritius

Italy

China

57%

28%

19%

17%

19%

20%

17%

12%

13%

18%

20%

15%

14%

10%

10%

9%

10%

10%

6%

11%

5%

13%

19%

19%

16%

13%

15%

20%

18%

13%

10%

14%

11%

14%

14%

14%

13%

13%

15%

8%

62%

41%

38%

36%

35%

33%

33%

31%

31%

31%

29%

29%

25%

24%

24%

24%

23%

23%

21%

19%

China

South Africa

Ireland

United Kingdom


Singapore

Spain

The Netherlands

Australia

Sweden

India

Italy

Brazil

Canada

Germany

Switzerland

Austria

France

Belgium

Israel

Mobile matters… and let’s not forget tablet either

o Of the top 20 countries China, Ireland

and South Africa itself have the highest

share of South Africa views from either a

mobile device or a tablet

o A full 57% of views of South Africa

destinations from China come from

mobile devices, while 20% of all South

Africa views on TripAdvisor from The

Netherlands are on a tablet

* In terms of total TripAdvisor page views in the last 12 months

Mobile Tablet

Top 20 Markets Researching South Africa

o In the last 12 months South Africa made up 41% of views of South African content on TripAdvisor

o The United Kingdom is the largest European market viewing South Africa destinations, followed by Germany and the Netherlands. In total 48% of the international views of South African content come from European markets

o The United States, Australia and Canada are the largest non-European markets viewing South Africa, while Mozambique is the only African country of the 20 largest viewing South Africa

19.4%

18.1%

9.7%

4.6%

3.8%

3.3%

3.1%

2.9%

2.7%

2.6%

2.0%

1.9%

1.3%

1.3%

1.1%

1.0%

0.9%

0.9%

0.8%

0.6%

United Kingdom

United States

Germany

Australia

The Netherlands

Canada

France

Italy

China

Switzerland

Brazil

India

Singapore

Belgium

Sweden

Spain


Ireland

Austria

Mozambique

Top 10 TripAdvisor Market* Top 20 TripAdvisor Market

41%

59% South Africa

All Others

*In terms of total TripAdvisor page views in the last 12 months


% Growth in Share of South Africa Views

o Year over year, China, South Africa and

United Arab Emirates not only represent a

large portion of TripAdvisor’s total views, but the

share of their views including one or more views

of South Africa also grew significantly

o However, the share of views of 7 out of the

largest 10 countries viewing South Africa

content dropped, including the UK, the UK and

Australia

*In terms of total TripAdvisor page views in Feb 2013-Jul 2013 vs. Feb 2014-Jul 2014


Top 10 Market*, South Africa growing share

Top 20 Market, South Africa growing share

Top 10 Market, South Africa losing share

Top 20 Market, South Africa losing share

70%

12%

8%

1%

-0.2%

-2%

-4%

-4%

-8%

-8%

-9%

-10%

-10%

-12%

-13%

-13%

-16%

-22%

-41%

-51%

China

South Africa


France

Germany

Australia

The Netherlands

United States

Canada

Brazil

Switzerland

Spain

India

United Kingdom

Belgium

Italy

Ireland

Singapore

Sweden

Israel

Top other destinations researched

Source: TripAdvisor Internal Site Data, Feb 2014 – Jul 2014

The data below reflects the top 10 Countries and top 10 Cities viewed by users who also viewed South Africa

17.4%

9.1%

8.3%

8.0%

4.8%

3.8%

3.2%

3.1%

2.8%

2.5%

United States

Italy

United Kingdom

France

Germany

Spain

Australia

Canada

China

Brazil

Countries

17.5%

7.0%

3.2%

3.2%

3.1%

3.0%

2.7%

2.1%

1.8%

1.8%

Cape Town, SA

Johannesburg, SA

Durban, SA

Knysna, SA

Stellenbosch, SA

Camps Bay, SA

Franschhoek, SA

Hermanus, SA

Pretoria, SA

Plettenberg Bay, SA

Domestic Cities

2.2%

1.5%

1.4%

1.3%

1.0%

1.0%

1.0%

0.9%

0.9%

0.9%

London, UK

Dubai, UE

New York City, US

Paris, FR

Livingstone, ZM

Rome, IT

Istanbul, TR

Marrakech, MA

Barcelona, ES

Nairobi, KE

Int’l Cities

Mobile replacing desktop in 2014

o Many countries began to show a strong

shift into use of mobile devices to

research South Africa in 2013 – 2014,

with China, South Africa and Italy

showing the highest shifts

o South Africa, France and Germany have

the highest relative growth in using tablets

researching for South African destinations

* In terms of total TripAdvisor page views in Feb 2013 - Jul 2013 vs. Feb 2014 - Jul 2014


+400%

+97%

+76%

+73%

+64%

+60%

+57%

+53%

+25%

+8%

China

South Africa

Italy

Canada

France

Australia

Germany

India

United States

United Kingdom

South Africa Page Views on Mobile

+144%

+126%

+112%

+90%

+89%

+78%

+76%

+68%

+64%

+54%

South Africa

France

Germany

United Kingdom

Switzerland

Canada

The Netherlands

Australia

Italy

United States

South Africa Page Views onTablet

Where do the bookings come from…Conversion rate for South Africa from global IPs (past 4 months).

71.6% of people researching South African accommodation pages on

TripAdvisor converted to a booking for South Africa!! Pretty awesome!

Are you responding to reviews…

Country % Reg % Rveiewed Last 30 Days

% Management

Response Last 30 days

South Africa 51% 27% 6%

Johannesburg 51% 27% 9%

Cape Town Central 80% 49% 15%

Tanzania 64% 46% 8%

Kenya 64% 34% 5%


Source: comScore February 2014

Register With the Management Center


www.tripadvisor.co.za/owners


Be Active in the Forums

Over 90% of Forum posts

are replied to in under 24

hours.

Engage and makes sure

that the best, most

accurate info is presented

for your destination.


First ever TripBarometer for South Africa!!http://www.tripadvisor.co.za/TripAdvisorInsights/TripBarometer-ZA

HOW IS SOUTH AFRICA ALREADY PARTNERING WITH

TRIPADVISOR?


Interactive Custom-Built Hub – Meet South Africa

Mock-ups for custom hub on TripAdvisor domains in Australia, USA, India, Brazil, Germany, France, Italy and UK


Homepage Photo Sponsorship

South African Tourism sponsored the first-ever TripAdvisor Homepage Photo

which gave South Africa a week-long ownership of the homepage photo and

review in 12 domains across the globe!

– Inspired consideration of the destination in vacation planning

• 1400%+ lift in traffic to Cape Town Tourism pages on TripAdvisor during the campaign

– Drove consideration and continued interest of the destination on TripAdvisor


Great content growth for South Africa


TGCSA and TripAdvisor


• The top table below shows which of TripAdvisor’s sub-bubble scores most closely predict a high overall bubble rating,

broken out by South Africa region

Room Service Value Cleanliness Location Sleepquality

OVERALL 0.91 0.93 0.90 0.91 0.65 0.89

Eastern Cape 0.88 0.89 0.88 0.83 0.59 0.82

Free State 0.94 0.93 0.94 0.88 0.55 0.93

Gauteng 0.92 0.95 0.89 0.91 0.72 0.91

Kruger National Park 0.94 0.94 0.93 0.96 0.60 0.98

KwaZulu-Natal 0.89 0.92 0.92 0.91 0.64 0.90

Limpopo Province 0.87 0.93 0.92 0.92 0.48 0.77

Mpumalanga 0.93 0.95 0.95 0.93 0.71 0.90

Northern Cape 0.78 0.82 0.91 0.89 0.62 0.86

North-West Province 0.93 0.92 0.92 0.94 0.77 0.97

Western Cape 0.90 0.92 0.87 0.91 0.59 0.89

Room Service Value Cleanliness Location Sleepquality

OVERALL 0.91 0.93 0.90 0.91 0.65 0.89

Eastern Cape -0.03 -0.04 -0.02 -0.08 -0.06 -0.07

Free State 0.04 0.00 0.04 -0.03 -0.10 0.04

Gauteng 0.02 0.02 -0.01 0.00 0.07 0.02

Kruger National Park 0.03 0.01 0.03 0.05 -0.06 0.09

KwaZulu-Natal -0.02 -0.01 0.03 0.00 -0.01 0.01

Limpopo Province -0.04 0.00 0.02 0.01 -0.18 -0.12

Mpumalanga 0.03 0.03 0.05 0.01 0.06 0.01

Northern Cape -0.12 -0.10 0.01 -0.02 -0.03 -0.03

North-West Province 0.03 -0.01 0.03 0.03 0.12 0.08

Western Cape -0.01 -0.01 -0.03 0.00 -0.06 -0.01

Sub-Bubble to Overall Score Correlation

(1.0 = perfect correlation, 0.0 = no correlation whatsoever)

Overall, for all accommodations with 20 or more reviews in 2013, “Service” most closely predicts a high overall rating

Likewise, “Location” is the least likely to affect overall rating

In the Kruger National Park and North-West province, a high “Sleep Quality” score is far more predictive of getting a high overall score

Su

b-B

ub

ble

Co

rrela

tio

nD

iffe

ren

ce F

rom

Av

era

ge

In Northern Cape, “Room” and “Service” are both less likely to predict a high overall TA score

Take aways…


Use TripAdvisor Data and Insights in Your Industry Education –

TripAdvisor’s New Online

Educational Tool for Travel

Industry Professionals

Use these links to access

both Insights and

TripBarometer:

www.tripadvisor.co.za/Trip

AdvisorInsights

http://www.tripadvisor.co.z

a/TripAdvisorInsights/Trip

Barometer-ZA

http://www.tripadvisor.co.za/TripAdvisorInsights

Take aways

o Your content on TripAdvisor is viewed by worldwide

audience researching inspiration for their next trip, it is

vital (and free!) to make sure your content is up-to-

date and paying attention to your reviews, images,

forum posts is important – also remember to

encourage more content across your online pages

o Mobile and tablet are growing in importance in travel

research, make sure your site is mobile/tablet ready

o Travel is fun & people travel to make great life-long

memories, so remember to help your guests to make

some fabulous memories by ensuring your staff gives

them a smile along with welcoming, friendly service –

it really goes a long way!

o

THANK YOU

Business

#eTAS14 Presentation - Helena Egan of TripAdvisor