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1 The New Social Travel Lifestyle Adam Medros VP, Global Product

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Page 1: The New Social Travel Lifestyle - itb-convention.com€¦ · #1 Travel Review Websites #2 Friends and Family #3 Travel Operator Websites #4 Online Travel Agencies #5 Store Front Travel

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The New Social Travel Lifestyle

Adam Medros

VP, Global Product

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Brochure photo

What travelers saw

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"Fantastic hotel"

"A hidden gem"

"Only so-so"

"The kids loved it"

"Service was impeccable"

"Highly recommended"

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reviews &

opinions

75M +

members

44M +

travel contributions

per minute

60+

hotel &

accommodation

pages

680K +

* comScore Media Metrix for TripAdvisor Sites, Worldwide, July 2012

restaurants &

attractions

1.2M +

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6 Source: comScore, January, 2013

Europe

23.5m North America

18.1m

LATAM

4.8m

Middle East &

Africa

2.7m

APAC

11m

World’s Largest Travel Site: 60 Million Unique Monthly Users

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30 countries

21 languages

75 international

traffic

%

2001 2011 2005

2006

2008

2009

2010

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reviews &

opinions

75M +

members

44M +

travel contributions

per minute

60+

hotel &

accommodation

pages

680K +

* comScore Media Metrix for TripAdvisor Sites, Worldwide, July 2012

restaurants &

attractions

1.2M +

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I Dream… Image: valeehill http://is.gd/d86Vw4

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Plan & Book… Image: angeloangelo http://is.gd/2XRClg

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• Received responses from more than 35,000 travellers

and hoteliers in 26 countries and seven regions

• Covers top travel and hospitality industry trends

- Marketplace, mobile, special offers, amenities, eco-friendly travel,

booking decisions, travel reviews, social media

• Conducted on behalf of TripAdvisor by independent

research firm

• Twice-annual study

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Who Do Global Travellers Trust for Travel Information?

#1 Travel Review Websites

#2 Friends and Family

#3 Travel Operator Websites

#4 Online Travel Agencies

#5 Store Front Travel Agents

Source: TripAdvisor’s TripBarometer, March 2013

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Do Online Reviews Impact Booking?

of global travelers say their

booking decisions are

impacted by online reviews

of global hotels say

reviews are important

for bookings

90% 96%

Source: TripAdvisor’s TripBarometer, March 2013

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PhoCusWright Traveller Survey

23 Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.

81%

usually or always reference TripAdvisor hotel

reviews before making their selection.

91%

somewhat or extremely likely to recommend

TripAdvisor hotel reviews to others.

98%

found TripAdvisor hotel reviews to be

accurate of the actual experience.

5%

focus more on negative reviews to check for

hotels/pitfalls to avoid.

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people view TripAdvisor content on sites other

than TripAdvisor each month

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In the news

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Dorothy Dowling

Best Western’s Senior VP

Sales and Marketing

“We recognize that a

growing number of

guests turn to social

communities and

online reviews for

research before they

book a hotel stay.”

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How does it work?

Wyndham Hotel Group 2012 Earnings Call

“Making ratings and reviews readily

available on our own brand sites

ensures consumers don't have to leave

our site to get that information and

ultimately book with us.

We saw an approximate 30% increase

in bookings during the pilot period…

We expect our affiliation with

TripAdvisor to drive conversions, as

well as support brand quality.”

“…We see them staying longer on our site.

We have also seen that customers visiting

Expedia and other travel agency sites end

up booking with us.”

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2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

TripAdvisor Management Response Growth: 2003-2012

1 out of every 4 new reviews

in 2012 received a

Management Response

Management Responses

more than doubled year-over-

year from 2011-2012

Source: Internal TripAdvisor data

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Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.

Reviews influence traveler decisions

31

of respondents say an

appropriate management

response to a bad review

improves my impression

of the hotel.

84% of respondents say seeing

a hotel management response to reviews

makes me believe that it cares more about its

guests.

78%

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I’m There…

Image: Elmastudio http://is.gd/jF8eXm

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31M TripAdvisor App

Downloads

5M CityGuide App

Downloads

45M Monthly

Uniques in Q4

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Neighborhoods Metro Stations 80 Cities Checkins

Bookable Tickets Wikipedia TripJournal

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of TripAdvisor members surveyed

say they are more likely to use a

business with a TripAdvisor

endorsement on display 75%

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I’m Back…

Image: David Paul Ohmer http://is.gd/mntYYg

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TripAdvisor Reviews are Largely Positive

Source: TripAdvisor. Percentage of all ratings, December 2012

48%

29%

12%

6%

6%

Average Review Score:

4.08

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Help travelers around the world plan and have the perfect trip