Trip Advisor

Socially Recommended

STATS!!!!!!

Inspiration > Planning > Travel > Review

user contributions

every minute Accommodations,

restaurants and

attractions listed

million

Unique monthly visitors million

Destinations are on

the site

thousand

TripAdvisor Today


Average rating of

global reviews Traveller photos

submitted

million

reviews and opinions are live on our site million

Mobile app

downloads

million

TripAdvisor Today

TripAdvisor Reach The World’s Largest Travel Site

44 Domains in 26 Languages

Source: comScore June 2014

The World’s Largest Travel Site TripAdvisor is the world’s largest travel in June 2014

LATAM

8.2%

EUROPE

43%

MIDDLE

EAST &

AFRICA

4%

APAC

21%

NORTH

AMERICA

- Desktop*

23.8%

NORTH

AMERICA

- With Mobile

39.8%

-


Introduction: The Life Cycle of the Traveller

TripAdvisor has historically always considered itself as the spoke in the traveller cycle of

Inspiration > Planning > Travel > Review and repeat

However, very different traveller behaviour and data can be observed and leveraged at each spoke of the wheel

How best then do we not only gather it – but take action on it?

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,

Word of

Mouth

Week -20+

“Not Yet Ready”

Week -16:

• 5 Destinations

• 0 Hotels

Week -12:

• 3 Destinations

• 6 Hotels

Week -4:

• 1 Destination

• 15 Hotels

Window for

competitive DMO

marketing now

closed

Week 0

• Booked

Book Additional Activities • Restaurants

• Attractions

• Tours, etc.

Already thinking

about next trip!


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

Source: comScore Data Services

Total Travel Intenders

Travel Transactors Travel 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

AFRICA & KENYA

Africa Overview

o The international markets viewing

Africa most in the last 12 months

were the UK and France

o Of the top 20 markets in the world

viewing Africa, Russia and South

Africa grew the most in share of

views of Africa as a destination

since the prior year; users in Africa

though, began to show greater

interest in viewing Reunion Island

and Spain

o Global TripAdvisor users who

viewed Africa also viewed US and

Italy destinations in the same

session; on an international city

level they also were most likely to

view London and Dubai

Kenya on TripAdvisor

• Hotels - 362

• B&Bs / Inns – 469

• Holiday Rentals - 378

• Restaurants – 631

• Attractions - 604

• Forum Listings – 27,738

Top 20 Markets Viewing Kenya

o In the last 12 months Kenya made up

22% of views of Kenyan content on

TripAdvisor

o The United Kingdom is the largest

European market viewing Kenya

destinations, followed by Italy and

Germany. In total 54% of views of

Kenyan content come from European

markets

o The United States, China and Canada

are the largest non-European

international markets viewing Kenyan

destinations, total of 27.5% of all non-

European international markets

18.5%

16.5%

15.1%

4.9%

3.8%

2.9%

2.4%

2.2%

2.0%

2.0%

1.9%

1.6%

1.5%

1.4%

1.2%

1.1%

1.1%

1.0%

1.0%

0.7%

United Kingdom

Italy

United States

Germany

China

Canada

France

Australia

India

Spain

The Netherlands

Switzerland

United Arab Emirates

Belgium

South Africa

Russia

Japan

Sweden

Poland

Austria

Top 10 TripAdvisor Market* Top 20 TripAdvisor Market

22%

78% Kenya

All Others

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

Source: TripAdvisor Internal Site Data

% Growth in Share of Kenya Views

o Year over year, China, Russia

and Kenya not only represent a

large portion of TripAdvisor’s

total views, but the share of their

views including one or more

views of Kenya also grew

significantly

o However, the share of views of

7 out of the largest 10 countries

viewing Kenya content dropped,

including United Kingdom,

Italy and United States

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

Source: TripAdvisor Internal Site Data

Top 10 Market*, Kenya growing share

Top 20 Market, Kenya growing share

Top 10 Market, Kenya losing share

Top 20 Market, Kenya losing share

+72%

+33%

+24.1%

+4%

+3%

+2%

-1%

-4%

-4%

-5%

-5%

-9%

-10%

-13%

-15%

-19%

-20%

-21%

-22%

-34%

China

Russia

Kenya

Spain

South Africa

Canada

United Arab Emirates

Germany

United States

The Netherlands

Japan

Australia

Italy

India

France

Switzerland

Sweden

Poland

United Kingdom

Belgium

Top Other Destinations Viewed

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 Kenya

11.5%

5.8%

5.7%

4.9%

3.0%

2.8%

2.1%

2.1%

1.8%

1.7%

United States

Italy

United Kingdom

France

Germany

Spain

Canada

Australia

China

Tanzania

o The country viewed most by users who also viewed Kenyan content was the United States, followed by

Italy and the United Kingdom

o Likewise, the international city viewed most by users only who also viewed Kenyan content was

Arusha, followed by Nungwi, Cape Town and London

Countries

28.2%

9.9%

9.5%

3.9%

3.6%

2.3%

1.7%

1.6%

1.5%

0.9%

Nairobi, KE

Diani Beach, KE

Watamu, KE

Naivasha, KE

Bamburi, KE

Nanyuki, KE

Kilifi, KE

Nakuru, KE

Kisumu, KE

Nyeri, KE

Domestic Cities

0.6%

0.6%

0.4%

0.4%

0.4%

0.4%

0.3%

0.3%

0.3%

0.3%

Arusha, TZ

Nungwi, TZ

Cape Town Central, SA

London, UK

Dubai, UAE

Stone Town, TZ

Kiwengwa, TZ

New York City, NY, USA

Marrakech, MA

Dar es Salaam, TZ

Int’l Cities


Congratulations… Kenya had the tenth-highest-reviewed

accommodation in the world in 2013!

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

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

63.7% of people researching Kenyan accommodation pages on TripAdvisor

converted to a booking for Kenya– a huge number.

CASE STUDY: SOUTH AFRICA TOURISM & TRIPADVISOR

PARTNERSHIP


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 - YonY

IMPROVING YOUR PRESENCE ON TRIPADVISOR


Source: comScore February 2014

Register With the Management Centre

www.tripadvisor.com/owners


Encourage Reviews


TripAdvisor Reviews are Overwhelmingly

Positive


Review Express

Generate More Reviews

Key factors that influence your popularity

QUALITY RECENT REVIEWS QUANTITY


Write Management Responses


Seeing a Management Response to

Reviews is Important

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013.


How Is Kenya Doing??

64% of accommodation owners have registered with

the management centre. This increases to 71% if we

look at accommodation rated 3.5+ bubbles

34% of Kenyan properties listed have been reviewed

in the last 30 days

Out of those properties reviewed in the last month,

only 16% have posted management responses


Add Photos and Videos


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.

What Are Users Interested In Asking About

Kenya?


TA’s Africa Forums are showing change… for the better


TA’s Africa Forums are showing change… for the better

+163%

+49%

+20%

-5%

-17%

-17%

-20%

Alone

Self

Solo

Family

Guide

Tour

Kids

We’re seeing more of a trend toward solo travel

and away from family travel…

-99%

-97%

-71%

-67%

-36%

-27%

-25%

-23%

-20%

-13%

-7%

Safely

Safer

Dangerous

Unsafe

Worried

Safe

Scam

Warning

Crime

Malaria

Safety

…along with fewer questions about safety…

+120%

+75%

+52%

+50%

+50%

+15%

+10%

+6%

-21%

-21%

-23%

-23%

-35%

-80%

Museum

Luxury

Wifi

Cell

Dining

ATM

Lounge

Shops

Safaris

Serengeti

Safari

Migration

Wildlife

Animals

…and a trend away from safaris -- possibly toward

more city-oriented activities and conveniences

Data reflects change from Q1 2013 to Q1 2014

2012

vs.

2013


Use TripAdvisor Insights in Your Industry Education –

Each segment is comprised of consumers who demonstrate

interest in, or an intent to book a specific trip type (i.e. beach,

ski, business, family) or travel budget level (i.e. luxury, budget)

TripAdvisor’s New Online

Educational Tool for Travel

Industry Professionals

www.tripadvisor.com/

TripAdvisorInsights

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



Vamos Township Tours

THANK YOU

Technology

Trip Advisor