TRIPADVISOR - Venezia 30 Ottobre 2012 - Joseph Fratangelo - Lezione di Turismo BTO Educational
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Transcript of TRIPADVISOR - Venezia 30 Ottobre 2012 - Joseph Fratangelo - Lezione di Turismo BTO Educational
TripAdvisor ®
April 10, 2023
Inspiration > Planning > Travel > Review
The Good News
HOW PEOPLE
MAKE DESTINATION DECISIONS
Discretionary travel is on the rise.
The increase in discretionary travel means more
trips start as blank canvases, and travelers are
once again looking for new trip ideas and a broad
range of content to help them create picture-perfect
getaways.
- PHOCUSWRIGHT, U.S. CONSUMER TRAVEL REPORT
4TH EDITION, 5/2012
Inspiration > Planning > Travel > Review
Source: PhocusWright,European Consumer Travel report, October 2011
Online ad spending hit an all time high of $31 billion in
2011, and display and search advertising grew by an
impressive 27% .
EU Consumer Travel report stated that for the first time review sites such as TA were
the most influential information source for travelers when planning leisure travel
74% of UK travellers find travel reviews to be
influential when shopping*
Why online matters
Inspiration > Planning > Travel > Review
Source: Nielsen Global AdView Pulse Q1 2012 , Based mainly on published rate cards
Television2.8%
Radio7.9%
Outdoor6.4%
Newspapers3.1%
Magazines-1.4%
Internet12.1%
Cinema4.1%
Media Ad Spend, % Change YoY
Inspiration > Planning > Travel > Review
Information Sources For Destination Selection
Source: PhoCusWright’s U.S. Consumer Travel Report, 4th ed. May 2012.
Inspiration > Planning > Travel > Review
Inspiration & Planning Are KeyMost popular channels at each stage of the process
UK Market - 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.
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 Mag-azine
A Review Website That has ratings
and opinions
Recommenda-tions from a friend
0
5
10
15
20
25
30
35
40
Inspiration & Ideas Information on how and where to bookDestination information
%
Inspiration > Planning > Travel > Review
Who Consumers Trust
Source: Nielsen “Consumer Trust in Online, Social and Mobile Advertising Grows,” April 2012
#1
92%trust recommendations
from people they know
70%
#2
trust online
consumer opinion
8
Where does TripAdvisor fit in?
Inspiration > Planning > Travel > Review
TripAdvisor, Inc.
Inspiration > Planning > Travel > Review
Tripadvisor: The Largest Travel Site in The World
7
5
MILLIO
Nreviews & opinions
MILLIONunique visitors
a month
OVER
1.6MILLIONbusiness
listed in over
110,000destinations
50OVER
user
contributions
every minute
2012
2011
2010
2008
2005
2000
75 Million
Reviews &
Opinions
Over 1.5 Million
Business Listed
50 Mil Monthly
Unique Visitors
20 Mil Monthly
Unique Visitors
35 Millions
Reviews &
Opinions
TripAdvisor
Goes Live
1 Million
Reviews &
Opinions
59
Inspiration > Planning > Travel > Review
Source: Comscore August 2012
TripAdvisor is the Worlds largest travel site with
59 millions Unique Users
Europe
24.6mNorth
America
17m
LATAM
3.5m
APAC
9.8m
Middle East&
Africa
3.1m
TripAdvisor World
Inspiration > Planning > Travel > Review
Source: Comscore August 2012
TripAdvisor Italy
TripAdvisor is:
+23.4% of the travel market
+27.3% YoY
Inspiration > Planning > Travel > Review
TripAdvisor always on the trip
Inspiration ResearchLinks to Booking
platforms
Travel Share Reviews
Inspiration > Planning > Travel > Review
Mobile app: 22 millions download
• Find & contact hotels
• Find & reserve restaurants
• Find & book attractions and tours
• Find flights
• Read & participate in travel forums
• Write reviews
Inspiration > Planning > Travel > Review
Mobile city guide
• FREE and offline mode
• Restaurants, hotel and attractions reviews
• Offline itineraries with suggestions
• Available for iPhone and Android
Inspiration > Planning > Travel > Review
Italy has
over 22 millionsFacebook users
That is almost
39% of the populationof Italy
And almost
76% of the total Italianonline population.
Source: Social bakers, Oct 2012
Facebook Italy
+20m people have pinned+1.5 billion cities to their TripAdvisor CIV mapsNow the 2nd most used Facebook App in the world!
+120m TA visitors have been Instant PersonalisedWith +300m actions published into open graph in H1 2012
+
Inspiration > Planning > Travel > Review
The positive opinions
1 2 3 4 5
7% 7%12%
28%
47%
The average is 4.01
Source: TripAdvisor, Feb 2012
20
TripAdvisor is the single biggest social media platform used in holiday planning, with
of UK holiday makers using the site in some way or other.
50%
Conrad Advertising survey "Mapping the Travel Mind: The Influence of Social Media.” September 2011** Nov-Jan 2011 TripAdvisor Global Research Panel Registration Survey - Respondents asked to rate TripAdvisor on a scale of 1-5 where 1=not very important and 5=very important
TripAdvisor is viewed as very important to the travel planning process
4.18
What You Should Be Doing Today!
Inspiration > Planning > Travel > Review
Upload Photos and Videos - Free
Add an unlimited amount of photos and videos
Showcase your landmarks, natural wonders, top attractions
Inspiration > Planning > Travel > Review
Participate in The Forums - Free
Respond to demonstrate your hospitality!
More than 90% of topics posted in the Forums are replied to within 24 hours
Veneto & Venezia
Inspiration > Planning > Travel > Review
2.087 Hotels 1.848 B&B
6.096 Restaurants
888 Things to do over 340.000 Reviews
over 34.000 Topics Forum
Inspiration > Planning > Travel > Review
#12 in Europe, #3 in Italy
Inspiration > Planning > Travel > Review
503 Hotels 455 B&B
1.103 Restaurants
374 Things to do over 330.000 Reviews
over 100.000 Topics Forum
Inspiration > Planning > Travel > Review
Venice & TripAdvisor
Source: TripAdvisor, Jan 2011 – May 2012
Inspiration > Planning > Travel > Review
Venice & TripAdvisor
Source: TripAdvisor, Jan 2011 – May 2012
Inspiration > Planning > Travel > Review
Conclusions
THANK YOU