Post on 13-Jan-2017
TripAdvisor and Destinations Chad Shiver, Destination Marketing
Europe, Middle East & Africa
OVERVIEW OF TRIPADVISOR
TripAdvisor: The World’s Largest Travel Site
*Source: Google Analytics, worldwide data, average monthly views Q3 2014—does not include traffic to daodao.com / TripAdvisor internal data
Over 6,000 unique users looking at reviews every second of every day
TripAdvisor goes Live
100 Million Reviews & Opinions
75 Million Reviews & Opinions
Over 1.5 Million Businesses Listed
2013
2012
2011
2010 50 Million Monthly
Unique Visitors
2008 35 Million
Reviews & Opinions
2005 20 Million Monthly
Unique Visitors
2000 1 Million
Reviews & Opinions
45 Domains in 28 languages
m
375 Million
over
150,000 destinations
78m Members
From “look” to “book” on TripAdvisor
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 -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.
More tactical ,
often price
specific
targeting
Main
window of
opportunity
for
Inspiration.
Higher
funnel
activity
where a
user can be
influenced
to change
destination/
Airline/Hotel
etc...
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” Already thinking
about next trip!
Inspiration > Planning > Travel > Review
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
KENYA ON TRIPADVISOR
Source: TripAdvisor internal session data
Global Interest in Kenya Content
o Overall the traffic has grown by 1% in 2014 YoY
o This figure is far below the global average
Global Sessions Viewing Kenya Content
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2013 2014 2015
Source: TripAdvisor internal session data
Global Interest in Uganda Content
o Overall the traffic has grown by 10% in 2014 YoY
Global Sessions Viewing Uganda Content
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2013 2014 2015
Source: TripAdvisor internal session data
Global Interest in South Africa Content
o Overall the traffic has grown by 15% YoY
Global Sessions viewing South Africa Content
Kenya Content: Domestic vs. International
Domestic Users International Users
Top 20 Markets Viewing Kenya in 2014
o In 2014, users already in Kenya made up
24.4% of all Kenya views on TripAdvisor, up
from 17.1% in 2013
o The United Kingdom makes up the largest
market viewing Kenya destinations, followed
by the United States and then Italy
o Countries such as Sweden and Saudi Arabia
had less than 1.5% each of views of Kenya
content
*In terms of total TripAdvisor sessions in 2014
Source: TripAdvisor Internal Site Data 10
17.9%
17.3%
14.1%
4.8%
3.6%
3.2%
2.5%
2.5%
2.4%
2.3%
1.8%
1.5%
1.4%
1.4%
1.2%
1.1%
1.1%
1.1%
0.9%
0.8%
United Kingdom
United States
Italy
Germany
China
Canada
Australia
India
France
Spain
South Africa
The Netherlands
United Arab Emirates
Switzerland
Russia
Belgium
Japan
Poland
Sweden
Saudi Arabia
17.1%
82.9%
2013
24.4%
75.6%
2014
YoY Growth in Kenya Destination Views by
Market
o Out of the top 20 countries viewing
Kenya, China, Saudi Arabia and South
Africa showed especially strong
increased views of Kenya destinations
in 2014 versus 2013
*In terms of total TripAdvisor sessions : 2013 vs 2014
Source: TripAdvisor Internal Site Data 11
-24.1%
-11.5%
-20.0%
-10.8%
+58.8%
-11.2%
-10.5%
-6.6%
-18.9%
-2.5%
+27.4%
-23.5%
-4.0%
-18.4%
+23.0%
-26.2%
-12.8%
-22.1%
-28.1%
+33.3%
United Kingdom
United States
Italy
Germany
China
Canada
Australia
India
France
Spain
South Africa
The Netherlands
United Arab Emirates
Switzerland
Russia
Belgium
Japan
Poland
Sweden
Saudi Arabia
Top 20 International Cities Viewing Kenya
*In terms of total TripAdvisor sessions : 2013 vs 2014
Source: TripAdvisor Internal Site Data 12
4.2%
2.0%
1.7%
1.6%
1.2%
0.9%
0.7%
0.7%
0.7%
0.7%
0.6%
0.6%
0.6%
0.5%
0.5%
0.4%
0.4%
0.4%
0.4%
0.4%
London, United Kingdom
Beijing, China
Milan, Italy
Rome, Italy
Dubai, United Arab Emirates
Sydney, Australia
Mumbai (Bombay), India
New York City, NY, USA
Toronto, Canada
Tokyo, Japan
Kampala, Uganda
Johannesburg, South Africa
Madrid, Spain
Moscow, Russia
Paris, France
New Delhi, India
Manchester, United Kingdom
Hong Kong, China
Singapore, Singapore
Perth, Australia
Top Int' Cities in Sessions
-24%
96%
-18%
-27%
-1%
-10%
-9%
-15%
-9%
-7%
-7%
7%
-9%
15%
-15%
-8%
-9%
-21%
-14%
-1%
London, United Kingdom
Beijing, China
Milan, Italy
Rome, Italy
Dubai, United Arab Emirates
Sydney, Australia
Mumbai (Bombay), India
New York City, NY, USA
Toronto, Canada
Tokyo, Japan
Kampala, Uganda
Johannesburg, South Africa
Madrid, Spain
Moscow, Russia
Paris, France
New Delhi, India
Manchester, United Kingdom
Hong Kong, China
Singapore, Singapore
Perth, Australia
Top Int' Cities in Sessions
Top 20 International Cities Clicking To Book Kenya
*In terms of total TripAdvisor meta data : 2013 vs 2014
Source: TripAdvisor Internal Site Data 13
4.3%
2.4%
2.0%
1.9%
1.2%
0.9%
0.9%
0.8%
0.6%
0.6%
0.6%
0.6%
0.6%
0.5%
0.5%
0.5%
0.5%
0.5%
0.5%
0.5%
London, United Kingdom
Dubai, United Arab Emirates
Rome, Italy
Milan, Italy
Kampala, Uganda
Moscow, Russia
Mumbai (Bombay), India
Johannesburg, South Africa
Sydney, Australia
Paris, France
Munich, Germany
Dar es Salaam, Tanzania
New Delhi, India
Tokyo, Japan
Oslo, Norway
Vienna, Austria
Toronto, Canada
Cairo, Egypt
New York City, NY, USA
Doha, Qatar
Top Int' Cities in Meta
15%
67%
-9%
12%
50%
18%
41%
50%
1%
55%
-15%
71%
75%
15%
52%
36%
-18%
153%
20%
40%
London, United Kingdom
Dubai, United Arab Emirates
Rome, Italy
Milan, Italy
Kampala, Uganda
Moscow, Russia
Mumbai (Bombay), India
Johannesburg, South Africa
Sydney, Australia
Paris, France
Munich, Germany
Dar es Salaam, Tanzania
New Delhi, India
Tokyo, Japan
Oslo, Norway
Vienna, Austria
Toronto, Canada
Cairo, Egypt
New York City, NY, USA
Doha, Qatar
Top Int' Cities in Meta
Source: TripAdvisor internal session data
Top Kenya Cities Viewed on TripAdvisor International IPs Only
Jan
20
13
Feb
201
3
Mar
20
13
Ap
r 2
013
May
20
13
Jun
20
13
Jul 2
013
Au
g 20
13
Sep
201
3
Oct
20
13
No
v 2
013
Dec
20
13
Jan
20
14
Feb
201
4
Mar
20
14
Ap
r 2
014
May
20
14
Jun
20
14
Jul 2
014
Au
g 20
14
Sep
201
4
Oct
20
14
No
v 2
014
Dec
20
14
Jan
20
15
Feb
201
5
Mar
20
15
Ap
r 2
015
May
20
15
Jun
20
15
Jul 2
015
Au
g 20
15
Int’l Sessions Viewing Kenya Content
Nairobi, Kenya
Mombasa, Kenya
Watamu, Kenya
Diani Beach, Kenya
Malindi, Kenya
Ukunda, Kenya
Bamburi, Kenya
Naivasha, Kenya
Lamu Island, Kenya
Nanyuki, Kenya
14
• Nairobi and Mombasa were the two top Kenya cities viewed by international IPs
Top Other Destinations Viewed Kenya IPs
Source: TripAdvisor Internal Site Data, Mar 2014 – Feb 2015
o The data below reflects the top 10 Countries and top 10 Cities viewed by Kenya users who also viewed
Kenya
o The country viewed most by Kenya users only who also viewed Kenya content was Tanzania, followed
by the United States and South Africa
o Likewise, the international city that was viewed the most by Kenya users who also viewed Kenya was
Arusha, followed by Dubai and Dar es Salaam
Countries Int’l Cities
28.5%
8.3%
4.9%
4.4%
4.2%
3.1%
2.8%
2.6%
2.4%
2.4%
Tanzania
United States
South Africa
United Kingdom
Uganda
United Arab Emirates
Thailand
Seychelles
Italy
India
5.4%
4.8%
3.9%
3.8%
3.3%
3.3%
2.2%
2.1%
2.0%
2.0%
Arusha, Tanzania
Dubai, United Arab Emirates
Dar es Salaam, Tanzania
Nungwi, Tanzania
Stone Town, Tanzania
Kampala, Uganda
Bwejuu, Tanzania
London, United Kingdom
Moshi, Tanzania
Cape Town Central, South Africa
15
Top Other Destinations Viewed UK IPs
Source: TripAdvisor Internal Site Data, Mar 2014 – Feb 2015
o The data below reflects the top 10 Countries and top 10 Cities viewed by UK users who also viewed cities
in Kenya
o The country viewed most by UK users only who also viewed Kenya content was the United States,
followed by Italy and France
o Likewise, the international city that was viewed the most by UK users who also viewed Kenya was
Sharm El Sheikh, followed by Nungwi and Dubai
Countries Int’l Cities
14.4%
6.0%
4.8%
4.6%
4.5%
4.2%
3.8%
3.3%
3.2%
2.9%
United States
Italy
France
China
Spain
Caribbean
Germany
Greece
Japan
Tanzania
2.0%
1.7%
1.6%
1.4%
1.4%
1.3%
1.3%
1.2%
1.2%
1.1%
Sharm El Sheikh, Egypt
Nungwi, Tanzania
Dubai, United Arab Emirates
Arusha, Tanzania
Playa del Carmen, Mexico
Punta Cana, Dominican Republic
New York City, NY, USA
Cape Town Central, South Africa
Marrakech, Morocco
Cancun, Mexico
16
Top Other Destinations Viewed US IPs
Source: TripAdvisor Internal Site Data, Mar 2014 – Feb 2015
o The data below reflects the top 10 Countries and top 10 Cities viewed by US users who also viewed
Kenya
o The country viewed most by US users only who also viewed Kenya content was the United Kingdom,
followed by China and France
o Likewise, the international city that was viewed the most by US users who also viewed Kenya was
Arusha, followed by Cape Town Central and Paris
Countries Int’l Cities
10.3%
9.2%
9.1%
9.0%
5.1%
4.1%
3.5%
3.2%
2.7%
2.6%
United Kingdom
China
France
Italy
Germany
Spain
Japan
India
Australia
Greece
2.0%
1.5%
1.1%
1.0%
0.9%
0.9%
0.8%
0.8%
0.8%
0.7%
Arusha, Tanzania
Cape Town Central, South Africa
Paris, France
Dubai, United Arab Emirates
London, United Kingdom
Stone Town, Tanzania
Dar es Salaam, Tanzania
Marrakech, Morocco
Johannesburg, South Africa
Nungwi, Tanzania
17
Kenya- year on year growth in engagement
January to July, 2014/2015
Market Engagement with Kenya content 2014
Market Engagement with Kenya content 2015
Year on year increase
Kenya 962,892 Kenya 1,287,455 324,563
United Kingdom 676,421 United States 560,601 -21,063
United States 581,664 United Kingdom 490,351 -186,070
Italy 500,458 Italy 291,057 -209,401
Germany 165,443 Germany 159,759 -5,684
Canada 108,899 Canada 92,151 -16,748
China 90,055 India 84,364 -297
Australia 85,581 Norway 76,468 n/a
India 84,661 France 71,650 n/a
Spain 83,090 Spain 71,036 -12,054
Kenya vs competitors conversion analysis
• All markets are showing an increased ability to turn interest into
bookers, however a lot of this is down to Tripadvisor’s pivot in the
marketplace to measure more bookings.
• Tanzania is the leading destination in terms of turning interest into
action, however even they are lagging behind global averages, and
a long way short of being market leaders.
2013 2014 Jan to July
2015
Kenya 2% 4% 6%
Uganda 1% 2% 4%
Rwanda 1% 3% 4%
Tanzania 3% 6% 7%
Burundi 2% 3% 3%
Global Average 6% 7% 8%
HOW TRIPADVISOR WORKS WITH DESTINATIONS
Working Together to Achieve Results Create Relevant Content to Inspire Travel to Your Destination
TripAdvisor Goals
Content Collection
Convert Lookers to Bookers
Drive deeper engagement with members with tools that help inspire &
plan
Maintain Trust & Authenticity
DMO Goals
Consumer Engagement & Content Distribution
Consumer Activation
Inspiration & Education
Leverage reviews and recommendations to increase consideration
Traveler Goals: Inspiration, Discovery, Experience
4 Pillars of Destination Campaigns on TripAdvisor
o Google Organic Search
o Social Media Strategy
o eCRM Strategy
o Advertising
Everything starts in the same place
Google in action Top of the funnel
Google in action Middle of the funnel
Google in action Bottom of the funnel
Social Media
eCRM
CPM TRAFFIC DRIVERS
Robust Data Set Drives Custom Audience
Creation and Intelligent Targeting
6K+ 1st Party Behaviors (30 day recency)
and 37K+ 3rd Party Behaviors
1st & 3rd
Party
Data
Calendar
Targeting
Destination Spend Levels Brand Commerce
Clicks
Trip Theme Travelers Travel Needs Restaurant Attractions Audience
Demographics
Interest Past
Purchases
In-Market
“I’m more likely to pay
attention to ads relevant to
the content I’m reading” 69 % “I have a more favourable
impression of brands when ads
are relevant to the content” 62 %
21% have more than 4 ads on a page
Exchange:
Average of only 1.4 ads per page
TripAdvisor:
Ad Clutter Consumer Experience - Online
Ads placed on clutter-free web pages were nearly 200% more likely
to be seen, and were noticed 300% faster. Source: Dynamic Logic / Adblock Plus / Integral Semi-annual Review H2 2013
Ad Call
Starts Now
Visible Impressions Implemented a delayed ad call in Q4 2012 to ensure your ads are
seen. We guarantee you 100% visibility of your ads. If they are not
seen, they are not validated, not counted and you don’t pay for them.
TripAdvisor’s Creative Team Can Assist with
Effective Campaign Creatives
Client provided creative:
TripAdvisor’s Creative Team Can Assist with
Effective Campaign Creatives
DESTINATION HOMEPAGE TAKEOVER
Destination Page – New Look and Feel Educate & Inspire Users
o Increased real estate to highlight and
promote DMO brand and content
o Aim is to increase EDUCATION AND
INSPIRATION
o Branding increases 35% to 44% of page
o More imagery to drive inspiration
All designs are for concept only and are not to be considered final.
Destination Page
728x90
1
Full bleed photo and Main Image
2
Integrated Tab
3
Module
4
Photo module- increased exposure
5
Travel Guide Promotion
6
All designs are for concept only and
are not to be considered final.
300x250/ 300x600
7
map
8
All designs are for concept only and
are not to be considered final.
Exclusive DMO Content Section
9
DMO Links Module
10
300x250
11
All designs are for concept only and
are not to be considered final.
Content Driven Solution One-stop shop to access all DMO content on TripAdvisor
All designs are for concept only and are not to be considered final.
o 3 new content
opportunities
• Articles
• Recommendations
• Events
o Visual, Pinterest-style
design
o All living on their own
pages with SEO
Content Driven Solution - Articles Provide Valuable Resources and Information for Potential Visitors
o DMOs create resource focused
content published and hosted on
TripAdvisor
o “Before You Go” essential info
All designs are for concept only and are not to be considered final.
Content Driven Solution - Recommendations Create Editorial List of Must-See Things To Do in Your Destination
o Customized thematic content curated by DMO – seasonal, flexible refresh
All designs are for concept only and are not to be considered final.
Content Driven Solution – Events Create More Excitement for Local Events
o More engaging platform to highlight up and coming events in your destination
o Dynamic updates based on event dates
All designs are for concept only and are not to be considered final.
MICROSITES
Microsite Behaviour
Users Viewing TripAdvisor Microsite Content Are….
Data sample from : 12/06/2014 - 01/04/2015
8 times more likely to regularly
submit reviews
3 times more likely to click on
a Meta Price Link
2 times more likely to actively
engage with reviews for
hotels
3 times more likely to fall into
the Luxury Audience Segment
2 times more likely to have a trip
length of 7 Days
PREVIOUS DESTINATION CAMPAIGNS
Inspiration > Planning > Travel > Review
Meet South Africa Hub with SAT
Mock-ups for custom hub on TripAdvisor domains in Australia, USA, India, Brazil, Germany, France, Italy and UK
Inspiration > Planning > Travel > Review
South Africa Tourism Results Video
Turkey 2014 Home Of Campaign
o Highly targeted campaign
comprising of CPM banners, DMO
Sponsorship of the overall Turkey
page on TripAdvisor, and a custom
advertorial highlighting the best of
Turkey.
o Campaign ran in the following
markets:
• EMEA: UK, Sweden, Finland,
Denmark, Italy, Spain, France,
Germany, Netherlands, and Russia
• Americas: USA, Canada, and
Brazil
• APAC: China and Japan
Summer ”Home Of”CPM Campaign
o Campaign was
contracted to deliver
16,978,268
impressions
o Actual delivery was
19,036,629
o Click through rate of
0.26
Autumn Istanbul City Break CPM Campaign
o Campaign running in 21
European markets to promote
end-of-year city breaks to
Istanbul
o Running from 23rd October –
30th November
o Clicks split between existing
advertorial (where language
available) and Expedia booking
pages
o Total Driver Impressions –
11,790,726 (an overdelivery of
1,062,366) with a CTR of 0.11%
”Home Of” Advertorial o Custom advertorial built to
promote various aspects of
Turkey, with tabs highlighting:
• Istanbul
• Cappadocia
• UNESCO World Heritage Sites
• Turkish Culture
• Luxury Retreats
• Beaches
o Blends the tourist board’s
images and videos with the best
of TripAdvisor user reviews
o Total Driver Impressions
through 31 October - 2,177,775,
with a CTR of 0.20%
Page Views for Turkish Content