The power of ratings Justin Reid€¦ · Top 15 Markets Last 12 months –unique lookers 0 500,000...
Transcript of The power of ratings Justin Reid€¦ · Top 15 Markets Last 12 months –unique lookers 0 500,000...
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The power of ratings – Justin Reid
What the world thinks of Dundee
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o TripAdvisor Overview
o Scotland insights on TripAdvisor
o Dundee insights on TripAdvisor
o Star(s) of Dundee tourism
o Using Reviews to Power your Business
| Agenda
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TripAdvisor: The World’s Largest Travel Site*
Source: comScore Media Metrix for TripAdvisor Sites, worldwide, May 2016
**Source: TripAdvisor log files, Q2 2016
Users have downloaded TripAdvisor apps more than 340 million times
G O E S L I V E
1 M I L L I O N
Reviews & Opinions
2 0 0 0
2 0 M I L L I O N M O N TH LY
Unique Visitors
2 0 0 5
3 5 M I L L I O N
Reviews & Opinions
2 0 0 8
5 0 M I L L I O N M O N TH LY
Unique Visitors
2 0 1 0
O V E R 1 . 5 M I L L I O N
Businesses Listed
2 0 11
7 5 M I L L I O N
Reviews & Opinions
2 0 1 2
1 0 0 M I L L I O N
Reviews & Opinions
2 0 1 3
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TripAdvisor: World’s largest travel site
We are in 49 countries and in 28 languages
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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,
WoM
Week -20+
“Not Yet Ready”
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.
Already thinking
about next trip!
From “look” to “book” on TripAdvisor
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SCOTLAND ON TRIPADVISOR
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Last 4 years all markets
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
8000000
9000000
2013
2014
2015
2016
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Last 4 years all markets
0
1000000
2000000
3000000
4000000
5000000
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7000000
8000000
9000000
10000000
2013
2014
2015
2016
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Top 15 Markets
Last 12 months – unique lookers
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
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Top 15 Markets
Last 12 months – unique lookers
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
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Wait… but
what about
Dundee ?
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Where does Dundee fit in the wider Scotland
conversation?
1. Edinburgh 16.2 million
2. Glasgow 9 million
3. Aberdeen 2 million
4. Inverness 1.9 million
5. Dundee 1.2 million
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Top 10 markets viewing Dundee in last 3 years
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
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A level further down
o Globally
• Dundee
• Edinburgh
• London
• Glasgow
• Aberdeen
o Outside Scotland
• London
• Manchester
• Birmingham
• Solihull
• Sheffield
o Outside UK
• Bejing
• Dublin
• Sydney
• Singapore
• Paris
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Who are Dundee’s Competitors ?
UK Market
1. Glasgow
2. Perth
3. London
4. Carnoustie
5. Forfar
1. London
2. New York City
3. Orlando
4. Manchester
5. Liverpool
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The Power of Reviews for Destinations
96%
83%
consider reading reviews important when planning and booking a holiday
will “usually” or “always” reference TripAdvisor reviews before making a booking decision on a holiday
Source: 2015 ‘Custom Survey Research Engagement’ conducted by Phocuswright on behalf of TripAdvisor. .
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Understanding the motivation to sharePeople want to share positive experiences and pay it forward for the
advice they received from others
73% 70%4 out of 5of TripAdvisor users
wrote a review in the
past year because they
received good advice
from reviews and
wanted to give back to
the community
of TripAdvisor users
report that they wrote
a review in the past
year because they
wanted to share a
good experience with
travellers
is the average
bubble rating on
TripAdvisor
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But what work’s best for
Dundee?
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Accommodation vs attractions vs restaurants
Accommodation vs Restaurants vs Attractions
3.80
3.90
4.00
4.10
4.20
4.30
4.40
4.50
4.60
Jan 2
01
4
Feb
201
4
Ma
r 201
4
Apr
20
14
Ma
y 2
01
4
Jun 2
01
4
Jul 201
4
Aug 2
014
Sep 2
014
Oct 20
14
No
v 2
014
De
c 2
014
Jan 2
01
5
Feb
201
5
Ma
r 201
5
Apr
20
15
Ma
y 2
01
5
Jun 2
01
5
Jul 201
5
Aug 2
015
Sep 2
015
Oct 20
15
No
v 2
015
De
c 2
015
Jan 2
01
6
Feb
201
6
Ma
r 201
6
Apr
20
16
Ma
y 2
01
6
Jun 2
01
6
Jul 201
6
Aug 2
016
Sep 2
016
Oct 20
16
No
v 2
016
De
c 2
016
Jan 2
01
7
Feb
201
7
Ma
r 201
7
Apr
20
17
Ma
y 2
01
7
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Accommodation vs attractions vs restaurants
Accommodation vs Restaurants vs Attractions
3.80
3.90
4.00
4.10
4.20
4.30
4.40
4.50
4.60
Jan 2
01
4
Feb
201
4
Ma
r 201
4
Apr
20
14
Ma
y 2
01
4
Jun 2
01
4
Jul 201
4
Aug 2
014
Sep 2
014
Oct 20
14
No
v 2
014
De
c 2
014
Jan 2
01
5
Feb
201
5
Ma
r 201
5
Apr
20
15
Ma
y 2
01
5
Jun 2
01
5
Jul 201
5
Aug 2
015
Sep 2
015
Oct 20
15
No
v 2
015
De
c 2
015
Jan 2
01
6
Feb
201
6
Ma
r 201
6
Apr
20
16
Ma
y 2
01
6
Jun 2
01
6
Jul 201
6
Aug 2
016
Sep 2
016
Oct 20
16
No
v 2
016
De
c 2
016
Jan 2
01
7
Fe
b 2
01
7
Ma
r 201
7
Apr
20
17
Ma
y 2
01
7
Jun-1
7
Jul-1
7
Aug-1
7
Sep-1
7
Oct-
17
No
v-1
7
De
c-1
7
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DUNDEE VS THE WORLD
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The world marking Dundee
3.25
3.5
3.75
4
4.25
4.5
4.75
5
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The world marking Dundee
3.25
3.5
3.75
4
4.25
4.5
4.75
5
Globalaverage
Ireland Germany USA Yourselves ????
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The Nobody Does It Better Award
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5 Things to do to maximize your presence on
TripAdvisor
1. Make sure your business is registered
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5 Things to do to maximize your presence on
TripAdvisor
1. Make sure your business is registered
2. A picture is worth a thousand words
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5 Things to do to maximize your presence on
TripAdvisor
1. Make sure your business is registered
2. A picture is worth a thousand words
3. A bad review isn’t WRONG……it’s free customer research
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5 Things to do to maximize your presence on
TripAdvisor
1. Make sure your business is registered
2. A picture is worth a thousand words
3. A bad review isn’t WRONG……it’s free customer research
4. DO reply to comments
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5 Things to do to maximize your presence on
TripAdvisor
1. Make sure your business is registered
2. A picture is worth a thousand words
3. A bad review isn’t WRONG……it’s free customer research
4. DO reply to comments
5. Make the most of your reviews both on and offline
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But does it work or make a difference ?
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