Staying Ahead - Understanding Your Customers PATA Global Insights Conference 2015
New Zealand on TripAdvisor
o >17% pageview growth YOY o Nearly half of NZ businesses have a registered owner/manager on
TA o 83% of NZ accommodations have a TA rating of 3.5 or higher
• (compared to 67% of US accommodations) • 52% domestic reviews • 48% international traveler reviews
o 9.5% of properties have fresh management responses in past 30 days
TripAdvisor’s influence on the traveler
Source: comScore Path to Purchase Q1 2014
Travel buyers who use TripAdvisor are considerably more active during the path to purchase versus buyers who don’t use TripAdvisor
o 17 travel visits
o 116 page views
o Taking 90 minutes
o Involving 10 searches
o Over an average of 33 days
Transactors who did not visit TripAdvisor Transactors who visited
TripAdvisor
o 42 travel visits (+ 154%)
o 261 page views (+ 124%)
o Taking 186 minutes (+ 107%)
o Involving 24 searches (+ 135%)
o Over an average of 44 days (+ 32%)
Hotels that employ a ‘virtuous circle’ outperform on TripAdvisor High Performing Hotels on TripAdvisor enable a ‘Virtuous Circle’ of Guest
Engagement 1. Engaging with their property lis-ng
• Verify as owner via TripAdvisor • Respond to at least 25% of Reviews • Upload at least 10 management photos
2. Encouraging new reviews • Systema-cally invite all guests to write a
TripAdvisor review
3. Learning from review feedback • Ac-vely monitor results • Review results with opera-onal teams • Enact changes based on this feedback
Engaged Hotels: Hotels with at least 1 acBve, verified owner; at least 10 management photos; and respond to at least 25% of reviews
Highly-‐engaged hotels perform beKer on TripAdvisor
2 Source: Atmosphere Research Group analysis of TripAdvisor data
SystemaAcally encouraging reviews: PrompBng every guest post stay via email to write a review on TripAdvisor
Highly-‐engaged hotels that encourage reviews do even beKer
More Page Views on TripAdvisor
More TripAdvisor clicks
More Reviews on TripAdvisor*
*Increase in reviews aGer launching review collec-on, based on avg. monthly reviews
Moving Beyond Reviews
Personalized Hotel Search
Vacation Rentals
750k
Restaurants
2.7M
Attractions
530K
• 190MM app downloads • 50% of TripAdvisor traffic through
mobile • Full functionality plus:
o Offline maps and downloadable guides
o “Near Me Now” functionality to find great local attractions and restaurants
o Location-sensitive search
Key Features:
Improving Travel with the Smartphone
How and when travelers use mobile
More likely to: • Look at menus & restaurants • Book restaurants • Use map browsing—map usage is 3x higher in des-na-on mode
• Have higher usage rates with a lot more page views per user per day
More likely to: • Look at hotels • Book hotel & aSrac-ons • Look at the points of interest in a list view (to compare by ranking or price, etc)
In planning In des-na-on
Planning vs. In Destination Showing Most Relevant Locations to the User
20
Near Me Now • Find best nearby algorithm to take into account ranking as well as distance
• Ranking visually shown on map
Much improved map experience
21
Improved Maps • Na-ve maps • Much faster loading and showing results
• Map based browsing, especially for the “Near Me Now” experience
UI Considerations – Planning vs In Destination Different modes of navigation
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NavigaBon • Turn by turn direc-ons for longer distance/ driving
• Point-‐Me-‐There to give sense of direc-on while in city
Evolved to Offer Powerful Booking Tools
Close to the money
“Wisdom of Crowds”
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