Using Disruption to Stay Relevant in the Online Travel World
Transcript of Using Disruption to Stay Relevant in the Online Travel World
![Page 1: Using Disruption to Stay Relevant in the Online Travel World](https://reader031.fdocuments.net/reader031/viewer/2022022414/58742f7c1a28ab72188b7447/html5/thumbnails/1.jpg)
Using Disruption to stay Relevant in the Online Travel World
Adrian Hands
22.09.15
![Page 2: Using Disruption to Stay Relevant in the Online Travel World](https://reader031.fdocuments.net/reader031/viewer/2022022414/58742f7c1a28ab72188b7447/html5/thumbnails/2.jpg)
The Global Online Travel Market
Source: Mozio
![Page 3: Using Disruption to Stay Relevant in the Online Travel World](https://reader031.fdocuments.net/reader031/viewer/2022022414/58742f7c1a28ab72188b7447/html5/thumbnails/3.jpg)
Why does TripAdvisor exist?
The Global Hotel Market is forecast to be worth $550bn in 2016
Approx 20% is online now = $110bn Source: Mintel
![Page 4: Using Disruption to Stay Relevant in the Online Travel World](https://reader031.fdocuments.net/reader031/viewer/2022022414/58742f7c1a28ab72188b7447/html5/thumbnails/4.jpg)
4
REVIEWS AND OPINIONS MILLION
![Page 5: Using Disruption to Stay Relevant in the Online Travel World](https://reader031.fdocuments.net/reader031/viewer/2022022414/58742f7c1a28ab72188b7447/html5/thumbnails/5.jpg)
user contributions every minute businesses listed
million
Unique monthly visitors* million
candid traveler photos million
*Source: TripAdvisor log files, average monthly unique users, Q2 2015 5
![Page 6: Using Disruption to Stay Relevant in the Online Travel World](https://reader031.fdocuments.net/reader031/viewer/2022022414/58742f7c1a28ab72188b7447/html5/thumbnails/6.jpg)
of travelers say they write reviews because they want to share a good experience with others
74%
6
Travelers LIKE sharing
Source: PhoCusWright
![Page 7: Using Disruption to Stay Relevant in the Online Travel World](https://reader031.fdocuments.net/reader031/viewer/2022022414/58742f7c1a28ab72188b7447/html5/thumbnails/7.jpg)
Online Reviews DO Impact Bookings
of global travelers say their booking decisions are
impacted by online reviews
of global hotels say reviews are important
for bookings
93% 96%
Source: PhoCusWright 7
![Page 8: Using Disruption to Stay Relevant in the Online Travel World](https://reader031.fdocuments.net/reader031/viewer/2022022414/58742f7c1a28ab72188b7447/html5/thumbnails/8.jpg)
of respondents say an appropriate management response to a bad review
improves my impression of the hotel.
87% of respondents say seeing a
hotel management response to reviews makes
me believe that it cares more about its guests.
77%
Source: PhoCusWright
Hotel Responses DO Impact Traveler Decisions
8
![Page 9: Using Disruption to Stay Relevant in the Online Travel World](https://reader031.fdocuments.net/reader031/viewer/2022022414/58742f7c1a28ab72188b7447/html5/thumbnails/9.jpg)
Facebook Integration
monthly Facebook visitors
of all new reviews come from Facebook-
connected users
9
![Page 10: Using Disruption to Stay Relevant in the Online Travel World](https://reader031.fdocuments.net/reader031/viewer/2022022414/58742f7c1a28ab72188b7447/html5/thumbnails/10.jpg)
of TripAdvisor members
surveyed say they are more likely to use a business
with a TripAdvisor endorsement on
display
75%
Have you seen a TripAdvisor sticker?
10
![Page 11: Using Disruption to Stay Relevant in the Online Travel World](https://reader031.fdocuments.net/reader031/viewer/2022022414/58742f7c1a28ab72188b7447/html5/thumbnails/11.jpg)
Mobile & Tablet
11
89 App downloads
per minute
195m App downloads
![Page 12: Using Disruption to Stay Relevant in the Online Travel World](https://reader031.fdocuments.net/reader031/viewer/2022022414/58742f7c1a28ab72188b7447/html5/thumbnails/12.jpg)
Using Metasearch to Monetise
12
![Page 13: Using Disruption to Stay Relevant in the Online Travel World](https://reader031.fdocuments.net/reader031/viewer/2022022414/58742f7c1a28ab72188b7447/html5/thumbnails/13.jpg)
Much competition in Metasearch
13
(+ dozens other globally)
![Page 14: Using Disruption to Stay Relevant in the Online Travel World](https://reader031.fdocuments.net/reader031/viewer/2022022414/58742f7c1a28ab72188b7447/html5/thumbnails/14.jpg)
The Next Disruptor – Instant Book Disintermediating the business
14
![Page 15: Using Disruption to Stay Relevant in the Online Travel World](https://reader031.fdocuments.net/reader031/viewer/2022022414/58742f7c1a28ab72188b7447/html5/thumbnails/15.jpg)
Instant Book on Mobile Simplifying difficult transaction path
15
![Page 16: Using Disruption to Stay Relevant in the Online Travel World](https://reader031.fdocuments.net/reader031/viewer/2022022414/58742f7c1a28ab72188b7447/html5/thumbnails/16.jpg)
And after that? ‘In trip’ Recommendations & Booking capability
16
![Page 17: Using Disruption to Stay Relevant in the Online Travel World](https://reader031.fdocuments.net/reader031/viewer/2022022414/58742f7c1a28ab72188b7447/html5/thumbnails/17.jpg)
Threats?
17