tripadvisor nairobi presentation 2015

TripAdvisor and Destinations Chad Shiver, Destination Marketing

Europe, Middle East & Africa

OVERVIEW OF TRIPADVISOR

TripAdvisor: The World’s Largest Travel Site

*Source: Google Analytics, worldwide data, average monthly views Q3 2014—does not include traffic to daodao.com / TripAdvisor internal data

Over 6,000 unique users looking at reviews every second of every day

TripAdvisor goes Live

100 Million Reviews & Opinions

75 Million Reviews & Opinions

Over 1.5 Million Businesses Listed

2013

2012

2011

2010 50 Million Monthly

Unique Visitors

2008 35 Million

Reviews & Opinions

2005 20 Million Monthly

Unique Visitors

2000 1 Million

Reviews & Opinions

45 Domains in 28 languages

m

375 Million

over

150,000 destinations

78m Members

From “look” to “book” on TripAdvisor

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,

Word of mouth 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.

More tactical ,

often price

specific

targeting

Main

window of

opportunity

for

Inspiration.

Higher

funnel

activity

where a

user can be

influenced

to change

destination/

Airline/Hotel

etc...

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,

Word of mouth

Week -20+

“Not Yet Ready” Already thinking

about next trip!

Inspiration > Planning > Travel > Review

People who book travel visit TripAdvisor Sizing the market of consumers starting their online travel decision process during January 2013

Source: comScore Data Services

Total Travel Intenders

Travel Transactors Travel Transactors

with 1+ TripAdvisor Visits

% Transactors who use

TripAdvisor

Australia 3.3m 0.5m 0.2m 44%

France 10.9m 1.2m 0.3m 27%

India 15.5m 3.3m 1.0m 29%

Italy 7.1m 0.5m 0.2m 51%

United Kingdom 13.5m 1.6m 0.9m 55%

Spain 5.6m 0.3m 0.1m 33%

United States 57.7m 8.0m 3.7m 47%

Total 113.7m 15.5m 6.4m 42%

6.4m users who booked travel online in Q1 2013 visited TripAdvisor at least once during the

purchasing process, representing 42% of the total buyers observed in the quarter

In Italy and the UK over 50% of bookers visited TripAdvisor

1

1

2

2

KENYA ON TRIPADVISOR

Source: TripAdvisor internal session data

Global Interest in Kenya Content

o Overall the traffic has grown by 1% in 2014 YoY

o This figure is far below the global average

Global Sessions Viewing Kenya Content

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

2013 2014 2015


Global Interest in Uganda Content

o Overall the traffic has grown by 10% in 2014 YoY

Global Sessions Viewing Uganda Content

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

2013 2014 2015


Global Interest in South Africa Content

o Overall the traffic has grown by 15% YoY

Global Sessions viewing South Africa Content

Kenya Content: Domestic vs. International

Domestic Users International Users

Top 20 Markets Viewing Kenya in 2014

o In 2014, users already in Kenya made up

24.4% of all Kenya views on TripAdvisor, up

from 17.1% in 2013

o The United Kingdom makes up the largest

market viewing Kenya destinations, followed

by the United States and then Italy

o Countries such as Sweden and Saudi Arabia

had less than 1.5% each of views of Kenya

content

*In terms of total TripAdvisor sessions in 2014

Source: TripAdvisor Internal Site Data 10

17.9%

17.3%

14.1%

4.8%

3.6%

3.2%

2.5%

2.5%

2.4%

2.3%

1.8%

1.5%

1.4%

1.4%

1.2%

1.1%

1.1%

1.1%

0.9%

0.8%

United Kingdom

United States

Italy

Germany

China

Canada

Australia

India

France

Spain

South Africa

The Netherlands

United Arab Emirates

Switzerland

Russia

Belgium

Japan

Poland

Sweden

Saudi Arabia

17.1%

82.9%

2013

24.4%

75.6%

2014

YoY Growth in Kenya Destination Views by

Market

o Out of the top 20 countries viewing

Kenya, China, Saudi Arabia and South

Africa showed especially strong

increased views of Kenya destinations

in 2014 versus 2013

*In terms of total TripAdvisor sessions : 2013 vs 2014


-24.1%

-11.5%

-20.0%

-10.8%

+58.8%

-11.2%

-10.5%

-6.6%

-18.9%

-2.5%

+27.4%

-23.5%

-4.0%

-18.4%

+23.0%

-26.2%

-12.8%

-22.1%

-28.1%

+33.3%

United Kingdom

United States

Italy

Germany

China

Canada

Australia

India

France

Spain

South Africa

The Netherlands


Switzerland

Russia

Belgium

Japan

Poland

Sweden

Saudi Arabia

Top 20 International Cities Viewing Kenya

*In terms of total TripAdvisor sessions : 2013 vs 2014


4.2%

2.0%

1.7%

1.6%

1.2%

0.9%

0.7%

0.7%

0.7%

0.7%

0.6%

0.6%

0.6%

0.5%

0.5%

0.4%

0.4%

0.4%

0.4%

0.4%

London, United Kingdom

Beijing, China

Milan, Italy

Rome, Italy

Dubai, United Arab Emirates

Sydney, Australia

Mumbai (Bombay), India

New York City, NY, USA

Toronto, Canada

Tokyo, Japan

Kampala, Uganda

Johannesburg, South Africa

Madrid, Spain

Moscow, Russia

Paris, France

New Delhi, India

Manchester, United Kingdom

Hong Kong, China

Singapore, Singapore

Perth, Australia

Top Int' Cities in Sessions

-24%

96%

-18%

-27%

-1%

-10%

-9%

-15%

-9%

-7%

-7%

7%

-9%

15%

-15%

-8%

-9%

-21%

-14%

-1%


Beijing, China

Milan, Italy

Rome, Italy


Sydney, Australia



Toronto, Canada

Tokyo, Japan

Kampala, Uganda


Madrid, Spain

Moscow, Russia

Paris, France

New Delhi, India

Manchester, United Kingdom

Hong Kong, China

Singapore, Singapore

Perth, Australia

Top Int' Cities in Sessions

Top 20 International Cities Clicking To Book Kenya

*In terms of total TripAdvisor meta data : 2013 vs 2014


4.3%

2.4%

2.0%

1.9%

1.2%

0.9%

0.9%

0.8%

0.6%

0.6%

0.6%

0.6%

0.6%

0.5%

0.5%

0.5%

0.5%

0.5%

0.5%

0.5%



Rome, Italy

Milan, Italy

Kampala, Uganda

Moscow, Russia



Sydney, Australia

Paris, France

Munich, Germany

Dar es Salaam, Tanzania

New Delhi, India

Tokyo, Japan

Oslo, Norway

Vienna, Austria

Toronto, Canada

Cairo, Egypt


Doha, Qatar

Top Int' Cities in Meta

15%

67%

-9%

12%

50%

18%

41%

50%

1%

55%

-15%

71%

75%

15%

52%

36%

-18%

153%

20%

40%



Rome, Italy

Milan, Italy

Kampala, Uganda

Moscow, Russia



Sydney, Australia

Paris, France

Munich, Germany


New Delhi, India

Tokyo, Japan

Oslo, Norway

Vienna, Austria

Toronto, Canada

Cairo, Egypt


Doha, Qatar

Top Int' Cities in Meta


Top Kenya Cities Viewed on TripAdvisor International IPs Only

Jan

20

13

Feb

201

3

Mar

20

13

Ap

r 2

013

May

20

13

Jun

20

13

Jul 2

013

Au

g 20

13

Sep

201

3

Oct

20

13

No

v 2

013

Dec

20

13

Jan

20

14

Feb

201

4

Mar

20

14

Ap

r 2

014

May

20

14

Jun

20

14

Jul 2

014

Au

g 20

14

Sep

201

4

Oct

20

14

No

v 2

014

Dec

20

14

Jan

20

15

Feb

201

5

Mar

20

15

Ap

r 2

015

May

20

15

Jun

20

15

Jul 2

015

Au

g 20

15

Int’l Sessions Viewing Kenya Content

Nairobi, Kenya

Mombasa, Kenya

Watamu, Kenya

Diani Beach, Kenya

Malindi, Kenya

Ukunda, Kenya

Bamburi, Kenya

Naivasha, Kenya

Lamu Island, Kenya

Nanyuki, Kenya

14

• Nairobi and Mombasa were the two top Kenya cities viewed by international IPs

Top Other Destinations Viewed Kenya IPs

Source: TripAdvisor Internal Site Data, Mar 2014 – Feb 2015

o The data below reflects the top 10 Countries and top 10 Cities viewed by Kenya users who also viewed

Kenya

o The country viewed most by Kenya users only who also viewed Kenya content was Tanzania, followed

by the United States and South Africa

o Likewise, the international city that was viewed the most by Kenya users who also viewed Kenya was

Arusha, followed by Dubai and Dar es Salaam

Countries Int’l Cities

28.5%

8.3%

4.9%

4.4%

4.2%

3.1%

2.8%

2.6%

2.4%

2.4%

Tanzania

United States

South Africa

United Kingdom

Uganda


Thailand

Seychelles

Italy

India

5.4%

4.8%

3.9%

3.8%

3.3%

3.3%

2.2%

2.1%

2.0%

2.0%

Arusha, Tanzania



Nungwi, Tanzania

Stone Town, Tanzania

Kampala, Uganda

Bwejuu, Tanzania


Moshi, Tanzania

Cape Town Central, South Africa

15

Top Other Destinations Viewed UK IPs


o The data below reflects the top 10 Countries and top 10 Cities viewed by UK users who also viewed cities

in Kenya

o The country viewed most by UK users only who also viewed Kenya content was the United States,

followed by Italy and France

o Likewise, the international city that was viewed the most by UK users who also viewed Kenya was

Sharm El Sheikh, followed by Nungwi and Dubai


14.4%

6.0%

4.8%

4.6%

4.5%

4.2%

3.8%

3.3%

3.2%

2.9%

United States

Italy

France

China

Spain

Caribbean

Germany

Greece

Japan

Tanzania

2.0%

1.7%

1.6%

1.4%

1.4%

1.3%

1.3%

1.2%

1.2%

1.1%

Sharm El Sheikh, Egypt

Nungwi, Tanzania


Arusha, Tanzania

Playa del Carmen, Mexico

Punta Cana, Dominican Republic



Marrakech, Morocco

Cancun, Mexico

16

Top Other Destinations Viewed US IPs


o The data below reflects the top 10 Countries and top 10 Cities viewed by US users who also viewed

Kenya

o The country viewed most by US users only who also viewed Kenya content was the United Kingdom,

followed by China and France

o Likewise, the international city that was viewed the most by US users who also viewed Kenya was

Arusha, followed by Cape Town Central and Paris


10.3%

9.2%

9.1%

9.0%

5.1%

4.1%

3.5%

3.2%

2.7%

2.6%

United Kingdom

China

France

Italy

Germany

Spain

Japan

India

Australia

Greece

2.0%

1.5%

1.1%

1.0%

0.9%

0.9%

0.8%

0.8%

0.8%

0.7%

Arusha, Tanzania


Paris, France



Stone Town, Tanzania


Marrakech, Morocco


Nungwi, Tanzania

17

Kenya- year on year growth in engagement

January to July, 2014/2015

Market Engagement with Kenya content 2014

Market Engagement with Kenya content 2015

Year on year increase

Kenya 962,892 Kenya 1,287,455 324,563

United Kingdom 676,421 United States 560,601 -21,063

United States 581,664 United Kingdom 490,351 -186,070

Italy 500,458 Italy 291,057 -209,401

Germany 165,443 Germany 159,759 -5,684

Canada 108,899 Canada 92,151 -16,748

China 90,055 India 84,364 -297

Australia 85,581 Norway 76,468 n/a

India 84,661 France 71,650 n/a

Spain 83,090 Spain 71,036 -12,054

Kenya vs competitors conversion analysis

• All markets are showing an increased ability to turn interest into

bookers, however a lot of this is down to Tripadvisor’s pivot in the

marketplace to measure more bookings.

• Tanzania is the leading destination in terms of turning interest into

action, however even they are lagging behind global averages, and

a long way short of being market leaders.

2013 2014 Jan to July

2015

Kenya 2% 4% 6%

Uganda 1% 2% 4%

Rwanda 1% 3% 4%

Tanzania 3% 6% 7%

Burundi 2% 3% 3%

Global Average 6% 7% 8%

HOW TRIPADVISOR WORKS WITH DESTINATIONS

Working Together to Achieve Results Create Relevant Content to Inspire Travel to Your Destination

TripAdvisor Goals

Content Collection

Convert Lookers to Bookers

Drive deeper engagement with members with tools that help inspire &

plan

Maintain Trust & Authenticity

DMO Goals

Consumer Engagement & Content Distribution

Consumer Activation

Inspiration & Education

Leverage reviews and recommendations to increase consideration

Traveler Goals: Inspiration, Discovery, Experience

4 Pillars of Destination Campaigns on TripAdvisor

o Google Organic Search

o Social Media Strategy

o eCRM Strategy

o Advertising

Everything starts in the same place

Google in action Top of the funnel

Google in action Middle of the funnel

Google in action Bottom of the funnel

Social Media

CPM TRAFFIC DRIVERS

Robust Data Set Drives Custom Audience

Creation and Intelligent Targeting

6K+ 1st Party Behaviors (30 day recency)

and 37K+ 3rd Party Behaviors

1st & 3rd

Party

Data

Calendar

Targeting

Destination Spend Levels Brand Commerce

Clicks

Trip Theme Travelers Travel Needs Restaurant Attractions Audience

Demographics

Interest Past

Purchases

In-Market

“I’m more likely to pay

attention to ads relevant to

the content I’m reading” 69 % “I have a more favourable

impression of brands when ads

are relevant to the content” 62 %

21% have more than 4 ads on a page

Exchange:

Average of only 1.4 ads per page

TripAdvisor:

Ad Clutter Consumer Experience - Online

Ads placed on clutter-free web pages were nearly 200% more likely

to be seen, and were noticed 300% faster. Source: Dynamic Logic / Adblock Plus / Integral Semi-annual Review H2 2013

Ad Call

Starts Now

Visible Impressions Implemented a delayed ad call in Q4 2012 to ensure your ads are

seen. We guarantee you 100% visibility of your ads. If they are not

seen, they are not validated, not counted and you don’t pay for them.

TripAdvisor’s Creative Team Can Assist with

Effective Campaign Creatives

Client provided creative:

TripAdvisor’s Creative Team Can Assist with

Effective Campaign Creatives

DESTINATION HOMEPAGE TAKEOVER

Destination Page – New Look and Feel Educate & Inspire Users

o Increased real estate to highlight and

promote DMO brand and content

o Aim is to increase EDUCATION AND

INSPIRATION

o Branding increases 35% to 44% of page

o More imagery to drive inspiration

All designs are for concept only and are not to be considered final.

Destination Page

728x90

1

Full bleed photo and Main Image

2

Integrated Tab

3

Module

4

Photo module- increased exposure

5

Travel Guide Promotion

6

All designs are for concept only and

are not to be considered final.

300x250/ 300x600

7

map

8



Exclusive DMO Content Section

9

DMO Links Module

10

300x250

11



Content Driven Solution One-stop shop to access all DMO content on TripAdvisor


o 3 new content

opportunities

• Articles

• Recommendations

• Events

o Visual, Pinterest-style

design

o All living on their own

pages with SEO

Content Driven Solution - Articles Provide Valuable Resources and Information for Potential Visitors

o DMOs create resource focused

content published and hosted on

TripAdvisor

o “Before You Go” essential info


Content Driven Solution - Recommendations Create Editorial List of Must-See Things To Do in Your Destination

o Customized thematic content curated by DMO – seasonal, flexible refresh


Content Driven Solution – Events Create More Excitement for Local Events

o More engaging platform to highlight up and coming events in your destination

o Dynamic updates based on event dates


MICROSITES

Microsite Behaviour

Users Viewing TripAdvisor Microsite Content Are….

Data sample from : 12/06/2014 - 01/04/2015

8 times more likely to regularly

submit reviews

3 times more likely to click on

a Meta Price Link

2 times more likely to actively

engage with reviews for

hotels

3 times more likely to fall into

the Luxury Audience Segment

2 times more likely to have a trip

length of 7 Days

PREVIOUS DESTINATION CAMPAIGNS


Meet South Africa Hub with SAT

Mock-ups for custom hub on TripAdvisor domains in Australia, USA, India, Brazil, Germany, France, Italy and UK


South Africa Tourism Results Video

Turkey 2014 Home Of Campaign

o Highly targeted campaign

comprising of CPM banners, DMO

Sponsorship of the overall Turkey

page on TripAdvisor, and a custom

advertorial highlighting the best of

Turkey.

o Campaign ran in the following

markets:

• EMEA: UK, Sweden, Finland,

Denmark, Italy, Spain, France,

Germany, Netherlands, and Russia

• Americas: USA, Canada, and

Brazil

• APAC: China and Japan

Summer ”Home Of”CPM Campaign

o Campaign was

contracted to deliver

16,978,268

impressions

o Actual delivery was

19,036,629

o Click through rate of

0.26

Autumn Istanbul City Break CPM Campaign

o Campaign running in 21

European markets to promote

end-of-year city breaks to

Istanbul

o Running from 23rd October –

30th November

o Clicks split between existing

advertorial (where language

available) and Expedia booking

pages

o Total Driver Impressions –

11,790,726 (an overdelivery of

1,062,366) with a CTR of 0.11%

”Home Of” Advertorial o Custom advertorial built to

promote various aspects of

Turkey, with tabs highlighting:

• Istanbul

• Cappadocia

• UNESCO World Heritage Sites

• Turkish Culture

• Luxury Retreats

• Beaches

o Blends the tourist board’s

images and videos with the best

of TripAdvisor user reviews

o Total Driver Impressions

through 31 October - 2,177,775,

with a CTR of 0.20%

Page Views for Turkish Content

tripadvisor nairobi presentation 2015

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