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POWER OF COMMUNITY & REVIEWS
Rewind the clock 10 years. How was travel planned and booked? Think about your
travel plans and how technology has shaped
travellers across the globe..
“ “
TripAdvisor: The World’s Largest Travel Site
*Source: Google Analytics, worldwide data, average monthly views Q1 2015—does not include traffic to daodao.com / TripAdvisor internal data
Over 6,000 unique users looking at reviews every second of every day!!
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 T H 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 T H LY Unique Visitors
2 0 1 0
O V E R 1 . 5 M I L L I O N Businesses Listed
2 0 1 1
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
225 r e v i e w s & o p i n i o n s
MILLION
o v e r
150,000+ d e s t i n a t i o ns
e v e r y m i n u t e
139 u s e r c o n t r i b u t i o n s
o v e r o v e r 4.9 MILLION
b u s i n e s s e s l i s t e d
78 MILLION
m e m b e r s 45 Domains in 28 languages
340 MILLION Unique visitors
a month
190 MILLION TRAVELLERS DOWNLOADED THE VARIOUS TRIPADVISOR APPS
MOBILE A MUST!
INNOVATIVE USE OF LOCATION
use mobile while travelling 91% looking for restaurants 45% reading reviews 32% looking for things to do 37%
IN-DESTINATION USE CASE IS HUGE
Source: GLOBAL tripbarometer 2014
Online Travel Mobile Traffic
Source: Phocuswright U.S. Online Travel Traffic Trends
APPLE WATCH Find that hidden gem of a restaurant on your next trip. Unearth dozens of things to do while discovering a new town. Everything that makes TripAdvisor the perfect travel companion is now on your Apple Watch. Get instant information on hundreds of nearby restaurants, sights, and tourist destinations.
THE CONNECTED TRAVELLER
12
28 38 38
44 44 47 47 48 49 52 53
59 59
65 65
Profile Mobile Travelers - Where They Reside
CS4. Where do you currently live? Base: Connected Travelers (14,759)
44
45
46
47
49
55
57
Proportion of Connected Travelers within each region
(%)
Africa
Middle East
Europe
South America
North America
Australasia
Asia
Proportion of Connected Travelers in each TripBarometer surveyed country (%)
¤ South America has the highest proportion of Connected Travelers, followed closely by the Middle East and Asia.
¤ However, we see that emerging markets have relatively high proportions of Connected Travelers; nearly half (49%) of Asians fall into the Connected Traveler group and this is particularly driven by travelers in Indonesia, Thailand, Malaysia and China.
Thailand China Brazil
Indonesia Malaysia
Spain Italy
United States India
Australia Russia
United Kingdom Japan
Germany France
Connected Traveler
Top Destinations for International Travelers: Next 12 Months and Dream Destination
2015: CQ4. Thinking about these trips, Which countries are you planning to visit in the next 12 months? And which countries would you love to visit in the next 24 months if money were no object? Base: All travelers (34,016), Connected Travelers (14,759)
¤ Connected Travelers make up more than half of the inbound travelers planning to visit each of these destinations in the next 12 months.
¤ Global Travelers and Connected Travelers have similar aspirations with regards to dream destinations.
61 57 55 54 53 53 53 53 52 52
15
29
18
28 24
20
28 22 23
18 18
32
22
31 27
23
31 25 26
20
China Australia Thailand Italy UK Germany US Spain Caribbean Canada
Proportion of Connected Travelers visiting destination in the next 12 months – top 10
Dream destination: Global and Connected Travelers (%)
Global Traveler dream Connected Traveler dream
Connected Traveler 12 month plan
39
44
48
49
58
59
Increase CT Vs.
GT
Factors Important In Accommodation Booking
CQ10. How important are each of the following in your final decision to book your accommodation? Base: All Global Travelers (34,016), Connected Travelers (14,759)
Ratings/scores on review websites
Online reviews on TripAdvisor
Recommendations from friends and family
Photos/videos posted online
Accommodation amenities
Promotions/discounts
Global Traveler
36
40
43
45
53
53
¤ The power of recommendation is not just an influencer – when it comes to making a decision about which accommodation to book, it is cited as more important than accommodation amenities and promotions.
¤ This impact is even more pronounced among the Connected Traveler group.
Factors important in booking accommodation (%)
+6
+5
+4
+5
+4
+3
Connected Traveler
15
18
5
4
10
24
5
2 2
4
9
4
8 4
Mobile App 8%
Booking Channels for Last Vacation Accommodation
2015 CQ11. What did you book the accommodation for your last trip through? Was it…? Base: 2014 (47,583), 2015 (24,571)
¤ Year over year, there has been a marked increase in the amount of travelers booking via mobile apps.
¤ Offline booking channels are still commonplace, with almost one in 10 travelers calling the accommodation to make a booking.
Offline 26%
Online 70%
Mobile App 4%
Book accommodation upon arrival
Mobile app of other travel websites
Telephone call to accommodation
Accommodation’s own website
Travel operator website
Online travel agent/tour operator website
Private accommodation/house swap listing website
Mobile app of the accommodation
Telephone call to travel agencies
Travel agent’s shop/branch
TripAdvisor website
Other travel review website
TripAdvisor mobile app
Online 67%
2014
Booking channel for last vacation accommodation (% Global Travelers in 2015)
Offline 25%
Connected Traveler - Booking Platforms for Activities before Vacation
CQ14. Do you ever book things to do on your holiday/vacation before you go, such as restaurants, events, activities? Base: All travelers (28,352), Connected Travelers (13,827) CQ16. When you book things to do on holiday, do you tend to do it from your…? Base: All travelers (14,164), Connected Travelers (7,789)
¤ A similar pattern emerges as for accommodation booking, however, we see that mobile becomes a more acceptable booking device when it comes to smaller ticket items. This is especially true for Connected Travelers, with 45% opting for this method.
Device normally used to book activities before vacation (%)
18
45
35
55
16
28
40
54 Laptop
PC
Mobile
Tablet
Global Traveler Connected Traveler
65 59
Book activities before vacation (% Yes)
Yes
How Mobile is Used on Vacation
CQ20. What do you use your mobile phone/tablet for on holiday/vacation? Base: Global Travelers (27,562), Connected Travelers (13,416)
¤ Connected Travelers are differentiated in their use of mobiles whilst on vacation. They are far more likely to use their mobiles as a means to engage with their destination, navigate their way round, and find and book things to do.
Phoning/texting
Finding my way around/maps
Checking email
Social networking
Looking for restaurants
Looking for things to do
Reading reviews
Entertainment
Looking for hotels
Making restaurant reservations
How mobile is used on vacation (%)
85
67
72
78
64
81
72
56
50
46
78
51
56
65
47
67
58
42
36
36
+7
+14
+13
+14
+16
+16
+17
+14
+14
+10
Global Traveler Connected Traveler
Increase CT Vs.
GT
¤ The ability to enable guests to book by a variety of devices is top of mind for over half of hoteliers globally.
¤ Mobile enablement is highest in China who offer mobile compatible websites, booking channels and mobile apps.
Online Booking Capabilities Offered by Hoteliers
HOTELIERS: BQ8. Are you currently offering any of the following? (BOOKING / PAYMENT / FACILITIES / SERVICES) 2015 Base: All hoteliers = 10,261
GLOBAL China Indonesia India Thailand Russia France United Kingdom Australia Brazil Spain Italy Japan Germany United
States
Accepts Online Bookings 73% 80% 74% 69% 80% 84% 67% 76% 81% 62% 76% 66% 71% 72% 72%
Accepts Bookings via Mobile Device 55% 73% 56% 46% 52% 47% 49% 59% 68% 43% 62% 50% 49% 56% 63%
Offers Mobile App for Bookings 20% 48% 30% 19% 18% 11% 18% 12% 19% 19% 21% 9% 23% 12% 20%
Offers Mobile Friendly Website 46% 56% 52% 40% 42% 37% 33% 51% 61% 41% 56% 45% 11% 38% 59%
Hoteliers Offering Online and Mobile Booking Capabilities (%)
Are you Mobile Ready?
Are you Mobile Ready?
ALL ABOUT YOU
Source: TripAdvisor internal session data
How much are global users viewing Australia? Global views of Australia shows a large peak in January 2015.
Apr 2014 May 2014 Jun 2014 Jul 2014 Aug 2014 Sep 2014 Oct 2014 Nov 2014 Dec 2014 Jan 2015 Feb 2015 Mar 2015
Global IPs Viewing Australia Content
Australia IP non-‐Australia IPs
Top 20 Markets Viewing Australia On Mobile
o Of the top 20 countries Indonesia, Australia and South Korea have the highest share of Australian views from either a mobile device or a tablet
o A significant 54% of views of Australia content from South Korea come from mobile devices, while 26% of all Australia views on TripAdvisor from the United Kingdom are on a tablet
Mobile Tablet
Source: TripAdvisor Internal Session Data
47% 44%
54% 42%
51% 39%
44% 36%
24% 35% 34%
23% 24%
34% 25% 23% 24%
17% 27%
20%
17% 17%
5% 15%
6% 15%
8% 15%
26% 12%
13% 20% 19%
7% 14%
14% 13%
18% 7%
14%
64% 61%
58% 57% 57%
54% 52%
51% 50%
48% 47%
44% 43%
41% 40%
37% 37%
35% 34% 33%
Indonesia Australia
South Korea Thailand
China Malaysia
Japan Singapore
United Kingdom Hong Kong
Italy New Zealand
The Netherlands India
Switzerland Germany
United States Canada Taiwan France
CHINA
China travel landscape highlights
Asia will become a major source of tourists
with 1 billion Asian travelers by 2030
China will account for >60% of the opportunity
China travel landscape highlights
• Market size & growth: predicted to grow to $710B by 2020
• Outbound travel: Outbound travel is the fastest growing segment to $250B in 2020
• Shift to mobile: In the past two years, focus has shifted to mobile with OTAs getting 40-50% of hotel bookings via mobile now
• Shift to more personalized trips: big shift to more personalized travel as travelers become more experienced
Outbound is small in volume but significant in value
Source: Winning the next Billion Asian Travelers – Starting with China, The Boston Consulting Group / TripAdvisor co-brand report, December 2013.
As demand for outbound travel increases, expenditure is also expected to triple by 2020
TripAdvisor China users are increasingly looking for outbound destinations
TripAdvisor China unique visitors by outbound destination
Top Asian destinations
• Phuket • Bangkok • Dubai • Seoul • Singapore • Bali
Top non-Asian destinations
• Paris • Rome • London • New York • Sydney • Las Vegas
Unique visitors per outbound region Hong Kong and Macau Asia (excluding Hong Kong and Macau) Non-Asia
Dream destinations for Chinese travellers
Next trip
Maldives
Japan
Taiwan
Korea
Thailand
Singapore
Hongkong
Australia
France
US
UK
Italy
New Zealand
Malaysia
Spain
Source: Winning the next Billion Asian Travelers – StarIng with China, The Boston ConsulIng Group, December 2013.
WHO IN CHINA
Top 4 ciIes account for <30% of outbound travellers
The 4 mega cities Beijing, Shenzhen, Shanghai, Guangzhou account for only 27% of traffic
(Roughly 300) account for the remaining 73% and show growth of 2–3x that of the mega cities
The other cities
China unique visitors to TripAdvisor for outbound travel
Source: Winning the next Billion Asian Travelers – StarIng with China, The Boston ConsulIng Group, December 2013.
Source: comScore March 2015
TripAdvisor China is an young and up market audience
54.5% Male
45.5% Female
87% Have a university degree and + (average populaIon: 9%)
50% are earning an average of RMB 5000 + (average populaIon: 9%)
91.5% are aged between 21-‐40
Chinese traveler's tastes are rapidly evolving and increasing in sophistication
Hotel and restaurant reviews, photos will become increasingly important as Chinese travellers shift from group tours to independent travel and tastes grow in sophistication
Source: Winning the next Billion Asian Travelers – Starting with China, The Boston Consulting Group / TripAdvisor co-brand report, December 2013.
o By market, travelers from China are most likely to put sightseeing at the top of their list.
o New Zealanders are twice as likely as travelers overall to spend their ‘treat money’ on acIviIes.
53
41
41
35
24
16
12
5
Sightseeing
Special meals/restaurants
Accommodation
Activities
Shopping
Travel memorabilia
Nightlife/drinks
On something else
(%) Featuring in top 3
27%
10%
19%
11%
4%
3%
2%
1%
(%) 1st Highest market (1st)
China 40%
Ireland 17%
South Africa 33%
New Zealand 23%
Argentina 10%
Turkey 10%
Thailand 6%
Top three things to spend money on as a special treat when on holiday/vaca[on: ranked first
KEY TAKE AWAYS
CHINA
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