2016 Victorian Tourism Conference · 2016-07-28 · Expedia Trivago Sites Hotels.com Skyscanner...

2016 Victorian Tourism Conference

July 2016

TripAdvisor Today

o v e r

128,000+d e s t i n a t i o n s

e v e r y m i n u t e

230u s e r c o n t r i b u t i o n s

o v e r

o v e r

6.5M I L L I O N

b u s i n e s s e s

l i s t e d

48 D o m a i n s in

28 l a n g u a g e s

350 r e v i e w s & o p i n i o n s

M I L L I O N

103M I L L I O N

m e m b e r s

775,000v a c a t i o n r e n t a l s

h o t e l s , B & B &

s p e c i a l t y l o d g i n g

1,000,000 +

M I L L I O N

r e s t a u r a n t s

655,000a t t r a c t i o n s

340MILLION

Unique visitors

a month4

Source: comScore Media Metrix for TripAdvisor Sites, worldwide, February 2016; Source: TripAdvisor log files, Q1 2016

3

122,246

115,027

68,682

53,784

40,039

36,116

22,099

18,731

16,090

16,068

15,195

14,845

14,189

14,078

13,941

13,879

12,270

10,916

9,674

9,622

9,478

9,284

9,036

7,806

7,665

0 20,000 40,000 60,000 80,000 100,000 120,000 140,000

TripAdvisor Media Group

TripAdvisor

Booking.com

Ctrip.com International

Qunar

Expedia

Trivago Sites

Hotels.com

Skyscanner Sites

MSN Travel

Sohu Travel

Indian Railways

Agoda

Kayak.com

Airbnb

HomeAway

Elong Sites

Priceline

Ryanair

MakeMyTrip

Despegar Sites

Southwest Airlines Co.

eDreams

Travelocity

Hilton Hotels

TripAdvisor – WorldwideTAMG remains the largest travel player worldwide

TripAdvisor 17% of the Travel Market

TAMG 18% of the Travel Market

Source: comScore April 2016

Note: For comparison purposes data above reflects Desktop only

4

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!

Travel Journey on TripAdvisor

Those who visit

TripAdvisor in their

journey have 34 travel site

visitsTripAdvisor

reaches 52%

of all travel

visitors

Australian Market

24%

24% of

intenders end

up purchasing

59%

59% of

purchasers visit

TripAdvisor

34

10

Those who don’t visit

TripAdvisor in their journey

have 10 travel site visits

52%

Source: comScore Data Services

7m

5

ALL ABOUT VICTORIA

Victoria Content

Getting richer content means moving

the interest to other travellers

o Accommodation (2965)

o Destinations (260)

o Reviews and Opinions

(1,000,577)

o Forum Topics (12,819)

Source: TripAdvisor internal session data

Global Interest in Victoria Content

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2013

2014

2015

2016

Top 20 Markets Viewing Victoria in 2016

*In terms of total TripAdvisor sessions in 2016

Source: TripAdvisor Internal Site Data

82.8%

17.2%

Victoria Content: Domestic vs. International

Domestic Users International Users

16%

12%

12%

8%

7%

6%

3%

3%

3%

3%

3%

2%

2%

2%

1%

1%

1%

1%

1%

1%

United States

Singapore

United Kingdom

China

New Zealand

Malaysia

Spain

Japan

India

Germany

Canada

Indonesia

Italy

France

Thailand

Taiwan

Philippines

The Netherlands

South Korea

Russia

Growth in Victoria Destination Views by Market

o Out of the top 20 countries

viewing Victoria, Thailand,

South Korea and Philippines

showed especially strong

increased views of Victoria

destinations in 2015 versus

2014

*In terms of total TripAdvisor sessions in 2015 versus 2014


+11.2%

+14.2%

+28.9%

-13.9%

+27.4%

+28.0%

+21.9%

+19.7%

+11.0%

+16.2%

+30.2%

+7.9%

+19.9%

+46.8%

+24.9%

+40.2%

+27.6%

+41.5%

+19.0%

-20.5%

United States

United Kingdom

Singapore

China

New Zealand

Malaysia

Japan

India

Canada

Germany

Indonesia

Italy

France

Thailand

Taiwan

Philippines

The Netherlands

South Korea

Spain

Switzerland

Trip Duration and Travel Planning Trends


*Top 10 International IPs11

o The below graph shows the duration of the trip and the number of days in advance

international users book their travel to Victoria

56.45

67.39

67.60

73.23

74.88

75.56

75.61

81.03

91.21

102.91

India

Singapore

China

Malaysia

United States

Japan

New Zealand

Spain

Germany

United Kingdom

Days Prior to Travel

3.34

3.59

3.74

3.88

3.95

4.10

4.14

4.37

4.57

4.84

Singapore

China

Germany

Malaysia

Japan

New Zealand

United States

India

Spain

United Kingdom

Travel Duration

Victorian Bubble Rating Trend -Accommodation

Source: TripAdvisor Internal Reviews Data 12

3.80

3.90

4.00

4.10

4.20

4.30

4.40

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

Accommodations

Victoria, Australia

Victorian Bubble Rating Trends- Attractions


4.20

4.25

4.30

4.35

4.40

4.45

4.50

4.55

4.60

4.65

4.70

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

Attractions

Western Australia, Australia

Victorian Bubble Rating Trends-

Restaurants


3.80

3.85

3.90

3.95

4.00

4.05

4.10

4.15

4.20

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

Restaurants

Victoria, Australia

KEY TRAVEL TRENDS FOR 2016

Key sources of information for travellers

o 73% of travelers cite TripAdvisor as an important source of influence when making

their travel plans. This is especially true for Generation X travelers.

o Millennials are highly influenced by the power of recommendations.

Influence of sources when gathering ideas (top 5)

16

73%

63%

58% 57%54%

70%67%

63%66%

53%

74%

62%59%

55% 54%

69%

52%

43%40%

49%

TripAdvisor Word-of-mouth Content posted by

travelers

Content posted

by friends/family

Official hotel ratings score

Global Millennials Generation

X

Baby Boomers

17

17% will try solo travel for

the first time in 2016

15% will try adventure

travel for the first time

1 in 5 global travelers said

they would try a cruise

for the first time in 2016

Trend #1 – Seeking new experiences

Source:TripBarometer , October 2015. A study by TripAdvisor and global research firm, Ipsos

Almost 7 in 10 global travelers are planning to try something new in

2016 (69%).

18

Trend #2 – One third of travelers are increasing

their spend in 2016


said they will do so because

“because I or my family

deserve it”

49% said they would spend more on

travel because “it’s important for

my health and well-being”

31%

Of those spending more, almost 1 in 2 travelers are doing so because

they feel they deserve it.

19

Trend #3 – Culture, Special Offers and Media

influence destination choices

visited a destination because

they saw it on a TV show


47% 21% 20%

Today’s travelers choose destinations for a number of reasons,

including accommodation special offers.

chose a destination because

of the culture and people of

the specific country

have chosen a destination

because a hotel had a special

offer or package.

20

Trend #4 – Travelers want to stay cool and

connected

say air conditioning is a

must-have when choosing

a place to stay.

of global travelers will look

elsewhere if free in-room

WiFi is not offered


Among the amenities that travelers look for when booking

accommodation in 2016, air conditioning and WiFi stand out.

46%

63%

21

Trend #5 – Smartphones are the #1 travel

essential globally

Source: TripBarometer, October 2015

75% of global travelers will not leave

home without their

smartphones

22

Trend # 6: Business owners are optimistic

about 2016

Top 3 positive influences according to businesses


73% of accommodation business

owners globally are

optimistic about profitability

in 2016

believe local events/congress will

impact business positively

believe a decrease in flights will have

a positive impact on business

believe that changes to tourist

attractions in the area will benefit their

businesses

65%

61%

64%

23

Trend # 7 – Rising room rates


Nearly half (47%) of hoteliers globally plan to increase room rates in

2016.

of accommodations are increasing

rates to compensate for increased

overhead costs


rates because of of increased

demand


rates due to recently completed

renovations

65%

35%

37%

24Source:TripBarometer , October 2015. A study by TripAdvisor and global research firm, Ipsos

93% of hoteliers said that

online traveler reviews are

important for the future of

their business.

59% of accommodation owners

are investing more in Online

Reputation Management than

they did last previous year.

Trend #8 – Online Reputation Management is a

top priority for businesses in 2016

CLOSING REMARKS

Customer Service:

Singapore Customer Service Team

9am-4pm SGT

1-800-208-779

Jessica Quinlan

Senior Sales Executive – Destination

Marketing

[email protected]

mailto:[email protected]

2016 Victorian Tourism Conference · 2016-07-28 · Expedia Trivago Sites Hotels.com Skyscanner...

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Transcript of 2016 Victorian Tourism Conference · 2016-07-28 · Expedia Trivago Sites Hotels.com Skyscanner...