1. Synthesizing the past and optimizing for the future: Whats
next in online Travel Presented by: Gwnal Merlin Partnerships
Director, EMEA 02/15
2. o TripAdvisor Key Milestones o Whats new in 2015? o Key
insights o Q&A Agenda
3. 3 TRIPADVISOR KEY MILESTONES
4. Where it all began in 2000
5. 5 user contributions every minute unique monthly visitors*
million reviews and opinions million *Source: Google Analytics,
average monthly unique users, Q1 2015; does not include traffic to
daodao.com TripAdvisor members million
6. 6 Reach potential guests worldwide Percentage of traffic
(comScore, February 2015) Europe 41% Latin America 9% North America
30% Middle East & Africa 3% APAC 16%
7. 7 CONFIDENCE IN INFORMATION Percentage of consumers who say
they have trust and confidence in information they see on these
platforms and sites TripAdvisor 82% Amazon 79% Mumsnet 74% LinkedIn
69% Personal blog 67% Pinterest 61% Google+ 56% Twitter 55%
Brand/business blog 54% Instagram 49% Facebook 46% Source:
Chartered Institute of Marketing Travel Industry Group and
YouGov
8. 8 KEY INSIGHTS
9. 9 The Life Cycle of the Traveller More than 60% of
travellers start researching their trip more than four weeks out
from the day of booking 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! Source: Comscore Consumer Path to Purchase
December 2014
10. 10 Travellers read between 6 to 12 reviews on average
Looking for consistent feedback to make hotel decisions
11. 11 More photos and reviews drive the most traveller
engagement TripAdvisor Data Study published on 3rd September 2014
TripAdvisor study, data analysis for a sample of properties from
the 25 most reviewed cities on the site from 7th July to 7th August
2014 o The factors that drives the most traveller engagement on
hotel pages: Number of photos Total number of reviews Management
responses in the past year Number of reviews in the past year o
Responding to reviews online drives booking inquiries: When hotels
provide management response to 50% of their reviews, they increase
their likelihood of receiving a booking inquiry by 24%.
12. 12 Focus on the amenities that consumers want (and make
sure to shout about it!) 77% of travellers stated that an
accommodations amenities are important when booking. However, there
is some mismatch between consumer needs and what businesses offer.
Consumer (Importance %) Rank Business (Yes - free %) Rank Free
in-room Wi-Fi connection 74 1 83 3 Free breakfast 67 2 59 9 In-room
amenities 56 3 71 8 Staff can speak my language 41 4 72 7 Free
parking 40 5 80 4 Swimming pool 40 6 37 10 Free personal care items
38 7 77 5 Free shuttle or taxi services 38 8 15 16 Tourist
information readily available 35 9 90 1 Hotel restaurants 29 10 11
19 Flat screen television 28 11 77 5 Free lobby Wi-Fi connection 19
12 85 2 Hotel bar 16 13 10 20 Gym 15 14 18 14 Mini bar 14 15 16 15
Spa/ beauty treatments 14 16 4 21 Laundry service 14 17 14 18 Free
poolside Wi-Fi 11 18 33 11 Pillow menu 10 19 25 13 Butler service
or concierge 7 20 29 12 Business Center 5 21 15 17 Source:
TripBarometer Global Report April 2014 CQ20. Which of the following
amenities are important to your decision making for accommodation?
BQ7. Which of the following amenities or services are you currently
offering? Base: All consumer respondents (50637)/ All business
respondents (10370) 1 2
13. 13 Guests are visiting TripAdvisor more frequently prior to
booking Source: The Impact of Social Media on Lodging Performance.
Chris K. Anderson, The Center for Hospitality Research. Cornell
University. December 2012. Overall reputation management impacts
your bottom line Properties with stronger reputations across all
channels perform better overall Higher review scores on OTA sites
allow hotels to charge up to 11.2% more while maintaining occupancy
rates.
14. 14 WHATS NEW IN 2015?
15. o Content: Focus on growing more engaging content from our
user base and properties o Relevance: Focus on providing more
intelligent, relevant recommendations based on deep understanding
of users and hotels o Frictionless: Provide users the ability to
quickly more from planning to booking within the TripAdvisor
experience o Ubiquity: Leverage growth of smart phones to engage
with users both pre-trip, during their trip, and after they have
left o Choice: Allow greater booking options through acquisitions
and partnerships Key Themes for 2015
16. Content: Hotel Question and Answers Allow hotels and
potential guests to interact pre-trip
17. Content: Local experts tips Expert and user generated
guides oriented by theme
18. Content: Big Photo Layout Drive more engagement with rich
photos
19. Relevance: Personalization Hotel tags based on user
provided information and hotel amenity inputs
20. Relevance: Personalization Tags + User provided interests =
Just for you
21. Frictionless : Mobile 2015 340 M TripAdvisor monthly unique
cross-platform 50% of all traffic is mobile 100+% Y-o-Y growth
mobile traffic 1.9B Total smartphones shipped globally 190M app
installs
22. Frictionless: Instant Booking Ability to book within
TripAdvisor environment through partner hotels
23. TripConnect Instant Booking
24. 24 o Ease of booking For the first time ever, travelers can
book without leaving the worlds largest travel site o
Commission-based model Cost-efficient, measurable way for hotels to
share rate & availability information and capture a share of
these bookings o Low risk Pay only when travelers stay o Direct
booking benefits Own the relationship from the start TripConnect
Instant Booking: Addressing the friction of mobile booking
25. 25 Early results on mobile and desktop Source: TripAdvisor
internal data Travelers are more willing to book when they know
they can book on TripAdvisor than when they know they need to leave
the site to complete their booking.
26. TripConnectTM instant booking How travelers book directly
on TripAdvisor
27. TripConnect instant booking Top placement gets majority of
clicks
28. Cost-per-click advertising Bottom two buttons are
exclusively CPC
29. 29 Ubiquity - Mobile City Guides o City Guides offer
convenient smartphone access to a wealth of detailed destination
information o Walking tours and insider tips that can be viewed on
the app without a data connection, including in-depth information
on neighbourhoods, history, culture, architecture
30. An offline city guide in your pocket
31. Choice - Integration of restaurant booking capability
32. Choice - Integration of attraction of booking
capability