THE EVOLUTION OF TRIPADVISOR - PRESENTED BY V.J. KELLEY - PREFERREDNET
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The Evolution of TripAdvisor Presented by V.J. Kelley
Travel Industry Landscape Global travel spending is expected to be greater than $1.3 trillion in 2017 TripAdvisor influenced 10% of global travel spend in 2015 study Industry-wide smartphone travel bookings have experienced 33% year-over-year growth globally (as of Q2 2016) Hotels account for 20% of all smartphone travel bookings worldwide (as of Q2 2016)
We are the world’s largest travel site*
415M 49 535M 7M
average unique Markets Reviews and Accommodations,
monthly visitors ** Worldwide Opinions Restaurants and Attractions
*Source: comScore Media Metrix for TripAdvisor Sites, worldwide, December 2016
** Source: TripAdvisor log files, Q2 2017
The TripAdvisor Influence
In one year, TripAdvisor generated1:
22 MILLION
Tourism trips
62%
$64 BILLION Of global online travel
Incremental travel bookers visit TripAdvisor
expenditures before making their
purchase2
352 MILLION
Tourism nights
1. Oxford Economics ‘The Global Economic Contribution of TripAdvisor’, January 2016
2. comScore Data Services, April – September 2016
TripAdvisor website in 2000
We started as a site for consumers, to help make a better travel experience
2
Then TripAdvisor added a review button
Write a Review
TripAdvisor highlights
First ever
traveler NEW
review is TRIPADVISOR
TripAdvisor
posted on introduces APP & SITE
TripAdvisor Vacation TripAdvisor
Restaurants instant EXPERIENCE
Rentals are launches
added to the added to the first iPhone booking on Launch
site for the site app mobile
first time
2001 2002 2004 2009 2010 2013 2014 2015 2016 2017
TripAdvisor
acquires
Partners with
Facebook TripAdvisor
and reaches
Popularity
390 million
Index
unique Business
launched,
monthly Advantage
ranking A flights visitors launch
properties search Hotel price
according to feature is comparison
traveler launched launches
feedback on the site
7
The most effective marketing channel
Traveler review sites are rated the most effective marketing channel for
independent properties
Marketing channels rated “Important” or “Most Important”
Travel Review Websites
SEO/SEM
Social Media Websites
Travel Bureaus/Tourism Offices
Email Campaigns
Google Hotel Finder
Printed Travel Guidebooks, Brochures
Printed Advertising
TV/Radio
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
United States Europe
Source: Phocuswright and h2c’s Independent Lodging Market: Marketing, Distribution and Technology Strategies For Non-Branded Properties, 2015.
The Power of Reviews for Hotels
of travellers consider reviews
96% important when planning &
booking hotels
will “usually” or “always” reference
83% TripAdvisor reviews before making a
booking decision on a hotel
Source: 2015 ‘Custom Survey Research Engagement’ conducted by Phocuswright on behalf of TripAdvisor. 9
The TripAdvisor Popularity Ranking
Once we’ve reached a
critical mass of reviews,
Quantity we’re able to more
accurately predict that
property’s ranking
The bubble ratings
provided by travelers
contribute to your Quality
ranking
Recent reviews carry
Recency more weight than older
ones
10Our New Site & App Experience
General Travel Planning & Booking Challenges for Consumers A number of booking sites/apps focused on disparate parts of the trip Hard to know if you really got the best deal Not every booking site has a wealth of reviews and ratings
We Engaged Customers to Get Their Feedback Key user booking drivers Consumer wish list Price Consistency Location Easier to use Amenities More intuitive User Ratings Ease-of-use
TripAdvisor earlier in 2017
New App & Site Design Elements
TripAdvisor
M OFills
B I L E the
S C RTravel
E E N S H OGap
TS
RESEARCH PRICE BOOK ON THE TRIP
& PLAN COMPARE
Reviews Compare prices Book hotels,
flights, Mobile products
Photos across hundreds make travel
of websites attractions,
Room Tips restaurants, and perfect in more
vacation rentals momentsProviding consumers with what they need Lowest prices (cost savings) Amazing supply (best choice) Powerful booking tools (convenience) Incredible amount of content (confidence)
Best Value Hotel Rankings
Meta Auction Provide travelers with rates and availability for your properties • 93% of respondents ranked price as the most important influence on booking decisions1 • Important driver of enhanced site functionality 1. Source: The 2016 TripBarometer Study, conducted by Ipsos, a global research firm. A total of 36,444 interviews were completed in 33 markets, spanning 7 regions.
Remarketing
Identify High Value Users Incremental Bookings More Granular Bidding Fully Automated
Target audiences with higher Bid up to generate incremental Bid up for visitors who have When participating in Bid
conversion rates than clicks and bookings from high booked on your site in the past to Management, Remarketing
the baseline value users make sure those visitors do not can be managed by
book with other advertisers TripAdvisorBid Management Overview Bid Management provides businesses with the opportunity to optimize their TripAdvisor meta auction strategy – shifting Your Website the focus from bidding to performance
Benefits of Bid Management
Automatic campaign management - so
SEAMLESS you can focus on strategy and results.
Uses performance data from the
TripAdvisor learning algorithm to ADAPTIVE
adapt and enhance bidding.
Bids can be placed multiple times each
DYNAMIC day to optimize booking opportunities.Bid Management Influences
TripAdvisor Data Customer Data
• Historical user data • Destination
• Performance • Length of stay
details for the • Dates of search
property • User location
• Conversion Bid
trends Management
Partner Data
• Rates & availability
• Business goals
• Booking dataAn Enhanced Bidding Process
Bid
Management
submits bid to
auction
Partner
Your offer
model
appears
optimized
Traveler
Pixel collects
clicks &
user data
booksThe Network Effect
A phenomenon whereby a product or service gains
additional value as more people use itTraveler
books
hotel
More travelers Review
find hotel on solicited from
TripAdvisor every guest
The
“Virtuous
Circle” of Guest
Engagement
Better reviews Hotel reviews
and more guest
visibility on feedback
TripAdvisor
Improvements
to hotel based
on feedback
Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015TripAdvisor benefits both businesses
and consumers
CONSUMERS MAKE
BUSINESSES GET DIRECT
E M B O L D E N E D T R AV E L
CUSTOMER FEEDBACK
DECISIONS
C O N S U M E R S H AV E
BUSINESSES ARE
B E T T E R T R AV E L
R E WAR D E D F O R Q U AL I T Y
EXPERIENCES
T H E R E S U LT ?
9The TripAdvisor Total Engagement Checklist
1 2 3
Manage your Maximize Capture
Online your bookings on
Reputation on presence on TripAdvisor
TripAdvisor TripAdvisor
15What makes a hotel highly engaged
on TripAdvisor?
At least one active, verified owner
Ten or more Management Photos
Over 25% of reviews receive a Management Response
14
Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015Highly engaged hotels see more results
Atmosphere Research Group study links engagement and performance
+387% +63% +30-40% +2.2x
AVERAGE TRIPADVISOR ENGAGEMENT AVERAGE
PAGE VIEWS MARKET POP WITH REVENUE VIEWS PER
PER MONTH RANKING DRIVING MONTH
PERCENTILE PRODUCTS
Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015 13How Preferred Hotels & Resorts Can Capitalize
Business Advantage Industry-leading tools to attract and engage potential guests, and influence booking decisions. • Media Suite • Promotional Features • Analytics Suite
Business Advantage
• Attract: Market to potential guests on
the world’s largest travel site
• Engage: Differentiate from competition &
impact booking decisions
• Influence: Use exclusive analytics to
measure and improve online reputation
34Business Advantage includes:
A. Media Suite
Capture the attention of guests – and stand apart
A from competitors – with enhanced photo tools and
videos that showcase your business at its best
B. Promotional Features
B Instantly share Contact Details and influence booking
decisions with guests online and on-the-go
C. Analytics Suite
Leverage in-depth TripAdvisor data on your property,
competitors and online visitors to drive key business
C
decisions – and create better guest experiences.Advertising Promote your brand and drive traveler engagement with targeted advertising campaigns • Solutions designed to meet your marketing objectives and maximize ROI • Strategic targeting capabilities • Global reach
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