UNWTO Silk Rad Travel Trends n TripAdvisr Sarah Mathews Head f Destinatin Marketing, APAC Xian, June 18 th, 2015
TripAdvisr 2015 The Chinese utbund market Key trends and statistics n the UNWTO Silk Rad member cuntries n TripAdvisr Quick list n hw t get invlved
TRIPADVISOR 2015
TripAdvisr in numbers millin unique mnthly visitrs* millin reviews & pinins* pieces f cntent psted/minute millin businesses pints f sales millin traveller phts **Surce: Ggle Analytics, average mnthly unique users, Q1 2015
THE CHINESE OUTBOUND MARKET
The Wrld s Largest Travel site TripAdvisr is the Wrld s largest travel site with 101.6m Unique Users in March 2015 NORTH AMERICA Desktp* 31.4m NORTH AMERICA With Mbile 59.3m EUROPE 42.9m EUROPE With Mbile 47.8m LATAM 9m MIDDLE EAST & AFRICA 3.7m APAC 16.3m Surce: cmscre March 2015
Imprtance f grwth in Asia & China Asia will becme a majr surce f turists with 1 billin Asian travellers by 2030 China will accunt fr >60% f the pprtunity Surce: Winning the next Billin Asian Travelers Starting with China, The Bstn Cnsulting Grup, December 2013. Surce: cmscre Octber 2014
Dream destinatins fr Chinese travellers UK France US Spain Italy Krea Japan Hngkng Thailand Taiwan Singapre Maldives Malaysia Australia Next trip Surce: Winning the next Billin Asian Travelers Starting with China, The Bstn Cnsulting Grup, December 2013. New Zealand
Between 2010 and 2020, the number f Chinese travellers t the EU will grw by 5x Surce: Winning the next Billin Asian Travelers Starting with China, The Bstn Cnsulting Grup, December 2013.
China utbund travel spend will reach 250Bn in 6 years China Travel Market mney spent n travel (in US$ Billin) 1750 ttal Outbund travel Dmestic travel 700 711 ttal 250 260 ttal 80 2013 2020 2030 Surce: Winning the next Billin Asian Travelers Starting with China, The Bstn Cnsulting Grup, December 2013.
Tp 4 cities accunt fr <30% f utbund travellers The 4 mega cities China unique visitrs t TripAdvisr fr utbund travel Beijing, Shenzhen, Shanghai, Guangzhu accunt fr nly 27% f traffic The ther cities (Rughly 300) accunt fr the remaining 73% and shw grwth f 2 3x that f the mega cities Surce: Winning the next Billin Asian Travelers Starting with China, The Bstn Cnsulting Grup, December 2013.
SILK ROAD TRAVELLER TRENDS
Seasnality f research n TripAdvisr Mediterranean high traffic cuntries dminate the seasnality curve TripAdvisr internal data June 2015
Tp 15 glbal travellers researching Silk Rad Tp 15 glbal markets researching Silk Rad cuntries based n IP TripAdvisr internal data June 2015
Tp 10 researched Silk Rad member cuntries Which Silk Rad cuntries get the mst views n TripAdvisr by glbal travellers TripAdvisr internal data June 2015
Cngratulatins t all 2015 winners acrss Silk Rad Traveller s Chice 2015 Silk Rad winners: 1,701 Traveller s Chice Htel winners 59 Traveller s Chice Beach winners 33 Traveller s Chice Island winners 100 Traveller s Chice Destinatin winners Certificate f Excellence 2015 Silk Rad winners: 26,483 Accmmdatin winners 13,374 Attractin winners 45,723 Eatery winners TripAdvisr internal data n TC and CE winners 2015
Increase n reviews n TripAdvisr fr Silk Rad Overall review increase f reviews fr Silk Rad cuntries is +48%! Year-n-year grwth based n number f new reviews fr Silk Rad: TripAdvisr internal data number f new reviews
Highest rated Silk Rad cuntries Based n highest average bubble rating (nt ttal number f reviews) With % grwth in review cunt rm Jan 2013 t May 2015 TripAdvisr internal data 2013 May 2015, Silk Rad cuntries with ver 1,000 reviews were included
Hw can yur cuntry/business get mre invlved Quick take-aways The amunt f cntent yur destinatin has n TripAdvisr will influence hw much time travellers spend researching yur cuntry - mre cntent will ultimately mean that travellers are mre likely t chse visit yur cuntry Turism businesses*, such as accmmdatins, restaurants and attractins can list themselves fr free n TripAdvisr Once listed they can uplad images & vides, add a descriptin and respnd t reviews Destinatins can claim wnership f their cuntry, regin city and uplad images and vides fr free Frums give great insight t what travellers need t knw abut yur destinatin, tp 10 questins give yu a quick verview *(except self catering rentals and multi-day turs)