Insights to Global consumers Travel interests in 2014 TripBarometer by TripAdvisor
Table of Contents About TripAdvisor.. TripBarometer Insights. Partnering with TripAdvisor HELLO
TripAdvisor The World s Largest Travel Site 150+ Million Reviews & opinions
TripAdvisor The World s Largest Travel Site
The World s Largest Travel site TripAdvisor is the World s largest travel site with 65.3m Unique Users in March 2014 NORTH AMERICA Desktop* 16.4m 20% NORTH AMERICA With Mobile 26.3m LATAM 6m 2% EUROPE 27.5m MIDDLE EAST & AFRICA 2.8m +12% 9% APAC 12.8m +6% Change YoY (%) Source: comscore March 2014
TripAdvisor APAC Strong Growth In China INDIA 2.8m 10% CHINA 4.2m Hong Kong 155k Thailand 381k Singapore 254k +95% Taiwan 354k Vietnam Philippines 78k 113k Malaysia 478k Indonesia 239k JAPAN 1.8m AUSTRALIA 864K 15% 5% APAC Total 12.8million Change YoY +6% Other Markets Worldwide Total 65.3million US Total 13.4million EU Total 27.5million New Zealand 146k Change YoY (%) Source: comscore March 2014
TripAdvisor The World s Largest Travel Site 22 Other Travel Media Brands Owned 7 Billion Market Dollar Cap Public Trading Company 2100+ Employees Key revenue streams: Clickbased Advertising Revenue Displaybased Advertising Revenue Subscriptionbased Revenue (T4B)
TripBarometer The World s Largest Accommodation and Traveler Survey Winter 2012 / 2013 Comprehensive study of Accommodation Business and Consumers. Covers the travel attitudes and behaviors of consumers. Insights into the Hotel industry s plans and expectations. SAMPLE INCLUDES 15,595 consumers & 19,447 businesses OVER 35,042 participation In online OVER survey 26 countries spanning 7 regions Source: Data based on results from online survey of 15,595 travelers and 19,447 accommodations by TripAdvisor and StrategyOne, January, 2013
TripBarometer The World s Largest Accommodation and Traveler Survey Winter 2012 / 2013 OBJECTIVES The key areas of investigation for the consumer survey are: Travel decisionmaking factors Information sources when planning travel The use of technology on trips The role of reviews and social media in travel planning and booking Appetite for booking travel via mobile devices Demand for accommodation amenities and services
TRAVEL PLANNING IS DOMINATED BY ONLINE RESOURCES WORD OF MOUTH BECOMES EVEN MORE POWERFUL ONLINE TRAVEL REVIEW WEBSITES ONLINE TRAVEL AGENCIES TRAVEL OPERATOR SITES FAMILY & FRIENDS MAGAZINES & BROCHURES SOCIAL MEDIA STORE FRONT TRAVEL AGENCY Worldwide 69% 57% 56% 43% 30% 24% 18% in India 70% 57% 51% 54% 30% 33% 20% in Indonesia 46% 48% 44% 53% 31% 50% 23% in Japan 66% 48% 60% 27% 57% 20% 11% in Malaysia 47% 57% 68% 60% 43 % 42% 33% in Thailand 68% 49% 66% 55% 51% 52% 11% in Australia 69% 64% 60% 46% 28% 16% 17% in New Zealand 30% 54% 61% 50% 20% 15% 13% APAC 57% 54% 59% 49% 37% 33% 18% Source: Data based on results from online survey of 15,595 travelers and 19,447 accommodations by TripAdvisor and StrategyOne, January, 2013
FACTORS THAT INFLUENCE A BOOKING DECISION FREE AMENITIES HAVE A CONSIDERABLE INFLUENCE ON BOOKING DECISIONS FOR APAC TRAVELERS MOST POPULAR LEAST POPULAR in India 83% 88% 80% 48% 42% 47% in Indonesia 91% 91% 89% 57% 43% 60% in Japan in Malaysia in Thailand in Australia in New Zealand 64% 89% 93% 78% 77% 84% 86% 86% 81% 72% 77% 75% 77% 70% 74% 76% 16% 35% 36% 26% 31% 37% 25% 38% 34% 25% 29% 20% 18% 20% 25% 80% of travelers worldwide say it s important for accommodations to offer free WiFi FREE INROOM WIFI FREE BREAKFAST COMPLE MENTARY PERSONAL CARE ITEMS FREE LOBBY WIFI TOURIST BROCHURES ONSITE FREE PARKING BUSINESS CENTER AVAILABLE TOURIST INFO GYM MINIBAR SPA BUSINESS CENTER POOL WORLDWIDE, PEOPLE CONSIDER AN AVERAGE OF SEVEN PROPERTIES WHEN BOOKING Source: Data based on results from online survey of 15,595 travelers and 19,447 accommodations by TripAdvisor and StrategyOne, January, 2013
ONLINE REVIEWS ARE CHANGING TRAVEL 93% of travelers worldwide say their booking decisions are impacted by online reviews % 9 7 % INDIA APAC properties according to which reviews are Important for booking INDONESIA JAPAN MALAYSIA THAILAND AUSTRALIA NEW ZEALAND % APAC Properties which actively monitor Social Media 91 % 92 % 88 % 96 % INDIA INDONESIA JAPAN MALAYSIA THAILAND AUSTRALIA NEW ZEALAND 91 % 8 3 % 80 % 51 % OF TRAVELERS WORLDWIDE HAVE WRITTEN A REVIEW OF AN ACCOMMODATION AFTER A TRIP Source: Data based on results from online survey of 15,595 travelers and 19,447 accommodations by TripAdvisor and StrategyOne, January, 2013
THE MOBILE MARKETPLACE: SMALL SCREEN, BIG GAPS 72% TRAVELERS WORDWIDE SAY THE ABILITY TO BOOK VIA MOBILE DEVICES IS USEFUL APAC Properties Prioritizing Mobile Marketing in 2013 INDIA INDONESIA 36% 43% JAPAN 41% MALAYSIA 32% THAILAND 35% AUSTRALIA 33% NEW ZEALAND 30% APAC 36% Source: Data based on results from online survey of 15,595 travelers and 19,447 accommodations by TripAdvisor and StrategyOne, January, 2013
GROWING OPTIMISM FOR 2013 TRAVEL BUSINESSES ARE OPTIMISTIC ABOUT 2013 PROFITABILITY 68% 82% 79% 72% 54% 77% WORLDWIDE U.S. NORTH AMERICA EUROPE ASIA SOUTH AMERICA 4 IN 10 ACCOMMODATIONS WORLDWIDE ARE PLANNING TO INCREASE ROOM RATES IN 2013 Source: Data based on results from online survey of 15,595 travelers and 19,447 accommodations by TripAdvisor and StrategyOne, January, 2013
GROWING OPTIMISM FOR 2013 TRAVEL 44% NORTH AMERICA 44% EUROPE 58% SOUTH AMERICA ASIA 63% THAILAND JAPAN 83% INDIA 90% 77% 73% MALAYSIA 32% INDONESIA 44% AUSTRALIA 45% NEW ZEALAND TRAVELERS ARE LIKELY TO INCREASE TRAVEL BUDGETS IN 2013 Source: Data based on results from online survey of 15,595 travelers and 19,447 accommodations by TripAdvisor and StrategyOne, January, 2013
Partnering with TripAdvisor Measurement & Objectives.. Data & Research.. Targeted Display.. Sponsorship.. Bespoke Solution The Partnership Approach +1200 PARTNERS IN 2011
Inspiration to Destination Selection A high percentage of TripAdvisor s audience is at the upper portion of the travel funnel Sold Destination Targeted 53% Sold Long Haul 3% Sold Competitive Region 44% 47% of our travelers book a different geo to the one they first started researching 32% use TripAdvisor at the beginning when I am looking to be inspired with a destination to visit** 39% use TripAdvisor at the beginning when I am choosing between destinations** OTA partner ROI report TripAdvisor Travel Trends Survey 1,200 respondents **
TripAdvisor Inspiration & Planning Are Key Most popular channels at each stage of the process 40 Inspiration & Ideas Information on how and where to book Destination information 35 30 25 % 20 15 10 5 0 A Newspaper Website Opinions seen on a travel social media network Advertising in a Newspaper or Magazine A Television Advertisment A Newspaper Travel Section A Travel Magazine A Review Website That has ratings and opinions Recommendations from a friend Total Media, Travel Report 2011 Sources of information consulted for last short break holiday, Total stated that the Long Haul results were virtually identical in their report.
Behavioral Targeting Best Value Family Luxury Business Romantic On the beach Resort ROS CONTINENT COUNTRY REGION CITY + Type of Traveller Luxury Upper Mid Range Economy Budget
TripAdvisor Rich Media Opportunities Page Peel Pushdown 300x600 125x125...... 970x66 to to... 500x500.... 970x418
Travellers Choice Sponsorship Opportunity Increase awareness and visitation with high impact sponsorships. Integrate your brand into high traffic user generated content pages
Enrich Your Destination Page on TripAdvisor Every major destination has an existing page on Tripadvisor Upload compelling images and content Incorporate events and festivals Track page views and engagement Drive traffic to your website
Customized Interactive Solutions http://www.tripadvisor.com/discoveraustralia Tripadvisor has an inhouse advertising group called Ad Solutions Tripadvisor can develop interactive microsites that live within Tripadvisor These landing pages increase visitation and generate awareness
Execution and Measurement During the campaign: we coordinate with clients / agencies to closely monitor the performance and optimize to maximize KPI s Post Campaign : a delivery report is sent to our partners upon request, which indicate the full delivery of impressions, clicks and click through rate (CTR) Client Tracking: client has the ability touse their own tracking tools to record advertising performance
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