making the most of tripadvisor for your business justin reid, head of destination marketing europe,...

Making the most of TripAdvisor for your business Justin Reid, Head of Destination Marketing

Europe, Middle East & Africa

o Overview of TripAdvisor

o How is Scotland performing?

o “Year of food and drink”

o 5 tips for the smart business on TripAdvisor

OVERVIEW OF TRIPADVISOR

TripAdvisor ReachThe World’s Largest Travel Site

45 Domains in 26 Languages

TripAdvisor Reach

• Source: Google Analytics, average monthly unique users, Q3 2014; does not include traffic to daodao.com

+160user contributions

every minutebusinesses listedmillion

Million

Destinations are on the site

thousand

*

375

+4.9

Unique monthly visitors

+150

TripAdvisor Reach

4out5Average rating of

global reviews

million

Downloads of our apps – 28 Times per

Minute

million

250

+26

Traveller photos submitted

million

reviews and opinions are live on our site

+215

TripAdvisor Reach

560attractions

million

Vacation rentals

thousand

3

950Hotels, B&Bs and speciality lodgings

thousand

restaurants

720thousand

Source: TripAdvisor internal session data

Destination Views By Device Type

Jan

2013

Feb 2

013

Mar

201

3

Apr 2

013

May

201

3

Jun

2013

Jul 2

013

Aug 2

013

Sep 2

013

Oct

201

3

Nov 2

013

Dec 2

013

Jan

2014

Feb 2

014

Mar

201

4

Apr 2

014

May

201

4

Jun

2014

Jul 2

014

Aug 2

014

Sep 2

014

Oct

201

4

Nov 2

014

Dec 2

014

Jan

2015

Feb 2

015

Mar

201

5

Apr 2

015

May

201

5

Jun

2015

Jul 2

015

Tablet Web

Tablet App

Mobile Web

Mobile App

Desktop

8

SCOTLAND ON TRIPADVISOR

Who’s interested ? The lookers…

United Kingd

om

United St

ates

German

y

Canad

a

France

Australi

aIta

lySp

ainChina

Irelan

d

The N

etherl

ands

Switz

erlan

dIndia

-

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

70,000,000

2015

Within Scotland vs Rest of UK

2015

In ScotlandRest of UK

Who’s interested ?

London, U

nited Kingd

om

Yorks

hire, U

nited Kingd

om

Greater

Man

chest

er, Unite

d Kingdom

Tyne a

nd Wea

r, Unite

d Kingdom

Lancas

hire, U

nited Kingd

om

Greater

London, U

nited Kingd

om

West

Midlan

ds, Unite

d Kingdom

Mersey

side,

United Kingd

om

Cumbria, U

nited Kingd

om

Hampsh

ire, U

nited Kingd

om

-

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

2015

Who’s actually coming?

Who’s actually booking? The bookers…

United Kingd

om

United St

ates

German

y

France

Canad

aSp

ain

Irelan

d

Australi

aIta

ly

The N

etherl

ands

Switz

erlan

dIndia

Japan

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

2015

Who is the most loyal of your target audiences?

Who is the least convinced of your target audiences?

GLOBAL OUTLOOK TOWARDS “FOOD” AS A DETERMINING FACTOR FOR A DESTINATION

FOOD (& DRINK) AS A HOOK

Study of 200 destinations by UNWTOUNWTO Global Report on Food Tourism

…88% of destinations considered gastronomy as a strategic element in defining the brand and

image of their destination

Restaurants in Las Vegas…

…account for $3.1 billion in revenue in 2014

…or 14.1% of the county’s GDP

HOW IS SCOTLAND PERFORMING ON TRIPADVISOR FOR FOOD

Number of reviews for Scotland Restaurants

Sep 2012

Oct 2012

Nov 2012

Dec 2012

Jan 2013

Feb 2013

Mar 2013

Apr 2013

May 2013

Jun 2013

Jul 2

013

Aug 2013

Sep 2013

Oct 2013

Nov 2013

Dec 2013

Jan 2014

Feb 2014

Mar 2014

Apr 2014

May 2014

Jun 2014

Jul 2

014

Aug 2014

Sep 2014

Oct 2014

Nov 2014

Dec 2014

Jan 2015

Feb 2015

Mar 2015

Apr 2015

May-15

Jun-15

Jul-1

5

Aug-15

-

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

# of page views of reviews

# of reviews

Number of reviews for Scotland Restaurants

Sep 2012

Oct 2012

Nov 2012

Dec 2012

Jan 2013

Feb 2013

Mar 2013

Apr 2013

May 2013

Jun 2013

Jul 2

013

Aug 2013

Sep 2013

Oct 2013

Nov 2013

Dec 2013

Jan 2014

Feb 2014

Mar 2014

Apr 2014

May 2014

Jun 2014

Jul 2

014

Aug 2014

Sep 2014

Oct 2014

Nov 2014

Dec 2014

Jan 2015

Feb 2015

Mar 2015

Apr 2015

May 2015

-

5,000

10,000

15,000

20,000

25,000

30,000

35,000 # of reviews

# of reviews

Average score for reviews of Edinburgh Restaurants

Sep 2012

Oct 2012

Nov 2012

Dec 2012

Jan 2013

Feb 2013

Mar 2013

Apr 2013

May 2013

Jun 2013

Jul 2

013

Aug 2013

Sep 2013

Oct 2013

Nov 2013

Dec 2013

Jan 2014

Feb 2014

Mar 2014

Apr 2014

May 2014

Jun 2014

Jul 2

014

Aug 2014

Sep 2014

Oct 2014

Nov 2014

Dec 2014

Jan 2015

Feb 2015

Mar 2015

Apr 2015

May 2015

Jun-15

Jul-1

5

Aug-15

3.70

3.80

3.90

4.00

4.10

4.20

4.30 Edinburgh’s average rating

Average Rating


Sep 2012

Oct 2012

Nov 2012

Dec 2012

Jan 2013

Feb 2013

Mar 2013

Apr 2013

May 2013

Jun 2013

Jul 2

013

Aug 2013

Sep 2013

Oct 2013

Nov 2013

Dec 2013

Jan 2014

Feb 2014

Mar 2014

Apr 2014

May 2014

Jun 2014

Jul 2

014

Aug 2014

Sep 2014

Oct 2014

Nov 2014

Dec 2014

Jan 2015

Feb 2015

Mar 2015

Apr 2015

May 2015

Jun-15

Jul-1

5

Aug-15

3.70

3.80

3.90

4.00

4.10

4.20


Average RatingGlobal Average


Sep 2012

Oct 2012

Nov 2012

Dec 2012

Jan 2013

Feb 2013

Mar 2013

Apr 2013

May 2013

Jun 2013

Jul 2

013

Aug 2013

Sep 2013

Oct 2013

Nov 2013

Dec 2013

Jan 2014

Feb 2014

Mar 2014

Apr 2014

May 2014

Jun 2014

Jul 2

014

Aug 2014

Sep 2014

Oct 2014

Nov 2014

Dec 2014

Jan 2015

Feb 2015

Mar 2015

Apr 2015

May 2015

Jun-15

Jul-1

5

Aug-15

3.70

3.80

3.90

4.00

4.10

4.20


Average RatingGlobal AverageLondon's Average


Sep 2012

Oct 2012

Nov 2012

Dec 2012

Jan 2013

Feb 2013

Mar 2013

Apr 2013

May 2013

Jun 2013

Jul 2

013

Aug 2013

Sep 2013

Oct 2013

Nov 2013

Dec 2013

Jan 2014

Feb 2014

Mar 2014

Apr 2014

May 2014

Jun 2014

Jul 2

014

Aug 2014

Sep 2014

Oct 2014

Nov 2014

Dec 2014

Jan 2015

Feb 2015

Mar 2015

Apr 2015

May 2015

Jun-15

Jul-1

5

Aug-15

3.70

3.80

3.90

4.00

4.10

4.20


Average RatingGlobal AverageLondon's AverageParis Average


Sep 2012

Oct 2012

Nov 2012

Dec 2012

Jan 2013

Feb 2013

Mar 2013

Apr 2013

May 2013

Jun 2013

Jul 2

013

Aug 2013

Sep 2013

Oct 2013

Nov 2013

Dec 2013

Jan 2014

Feb 2014

Mar 2014

Apr 2014

May 2014

Jun 2014

Jul 2

014

Aug 2014

Sep 2014

Oct 2014

Nov 2014

Dec 2014

Jan 2015

Feb 2015

Mar 2015

Apr 2015

May 2015

Jun-15

Jul-1

5

Aug-15

3.70

3.80

3.90

4.00

4.10

4.20


Average RatingGlobal AverageLondon's AverageParis AverageBerlin's Average


Sep 2012

Oct 2012

Nov 2012

Dec 2012

Jan 2013

Feb 2013

Mar 2013

Apr 2013

May 2013

Jun 2013

Jul 2

013

Aug 2013

Sep 2013

Oct 2013

Nov 2013

Dec 2013

Jan 2014

Feb 2014

Mar 2014

Apr 2014

May 2014

Jun 2014

Jul 2

014

Aug 2014

Sep 2014

Oct 2014

Nov 2014

Dec 2014

Jan 2015

Feb 2015

Mar 2015

Apr 2015

May 2015

Jun-15

Jul-1

5

Aug-15

3.70

3.80

3.90

4.00

4.10

4.20


Average RatingGlobal AverageLondon's AverageParis AverageBerlin's Average??

SO WHAT SHOULD A SMART BUSINESS BE DOING ON TRIPADVISOR?

1. Make sure your business is registered on

TripAdvisor and use it

www.tripadvisor.com/owners

Find Your Listing

TripAdvisor - The World’s Largest Travel Site

Manage Your ListingTripAdvisor - The World’s Largest Travel Site

Free to use Tools

Review Express – Generate More ReviewsTripAdvisor - The World’s Largest Travel Site

o Engage with guests after they have stayed to encourage valuable feedback for your business

o Use customizable templates to easily email recent guests

o Use campaign dashboard to monitor incoming reviews and optimize campaigns

o It’s FREE!

2. A picture really is worth a thousands words…

3. Do reply to comments

4. A bad review isn’t WRONG…

…it’s free customer research

If you are getting reviews like this…

5. Be visible about your TripAdvisor profile

…Online and offline

People look for security

Owners look for feedback

Thank you & any questions?

making the most of tripadvisor for your business justin reid, head of destination marketing europe,...

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