Presentation by Helena Egan from Trip Advisor at E-Tourism East Africa Conference September 2-3rd 2010 Nairobi

1. Travellers Take Control ‐
The Power of
Posi4ve Opinion

2. Why TripAdvisor?
Redefining Travel Research For Over 10 Years
? ✓
40m+ reviews
20 new reviews, opinions
or images posted every minute!
900million+ monthly pageviews
+42m
2008 Forrester found that 69% of leisure
hotel bookers read consumer ra4ngs when
choosing a hotel
Source: Comscore July 2010
TripAdvisor Internal data July 2010

3. Our Travellers – Your Poten4al Customers
Where to go? How to get there?
What to do when you
Where to stay?
arrive?

4. Facebook applica4ons
• 5 million monthly
active users
• 1 billion pins of where
travellers are going,
have been, can
advise friends, &
favourite destinations

5. …get your friends to help you!

6. I like this – going viral….

7. And we like being liked too…

8. UNESCO project 2010

9. Connect with a Mobile Audience
• Connect with more than 2.8million unique
monthly users
• Available in 17 countries and 11 different
languages.
• Compa4ble with all major mobile phones
and smart phones

10. Kenya on Tripadvisor
1.4million monthly page views!!
• 75% of all travel planners
online say they use the
Internet to pick a des4na4on
• 64% of all travel planners say
TripAdvisor is the first place
they go online
(Questus survey, Jan 2008)
Source: TripAdvisor Internal data – Visual Sciences – June 2010

11. Online reviews are trusted
Most trusted source of advice
Source: Social Travel Report, Total Media, based on a sample of 1,375 British travellers, March 2010

12. Why are user reviews so popular?
 Fresh
 20 new pieces contributed
every minute on TripAdvisor
 Authen4c
 Traveller photos don’t lie
 Wisdom of crowds : reviews
from hundreds of people like
you are most useful
 Trustworthy
 User generated content is
Si#ng in traffic in Nairobi the next morning
independent By ccolbert2000 on Apr 2010

13. More and more people are pos4ng reviews
You’re not alone
needing or giving travel advise…
 9% of US online travellers have read
7
a review of a product or service online
 8% have posted a review of a
4
product or service
40% of Britons over
25 have wriben a
Source: PhoCusWright’s Consumer Technology Survey, Third
holiday review
EdiKon, 2010 online
Source: Social Travel Report, Total Media March 2010
1
3

14. More Raves than Rants
Reviews on TripAdvisor are mainly posi4ve – Average score is 3.74
14

15. How you can make TripAdvisor to work for you
• Monitor
• Engage
• Promote
15

16. Get yourself listed!

17. Monitor – Kenya has 16,824posts

18. Engage – add your photos & videos!
Add videos ‐
• Example Tourism
Turkey
• 15 videos currently
loaded
• 30k video views
• 4.2 average viewer

19. Something new for the hotels
Owners’ Center &
Management Responses

20. Link to your website & email
cost involved

21. Fairview Hotel Nairobi is engaging!

22. Content on Gamewatchers Safaris page

23. Content ‐ Case study
Visit Scotland: hotel reviews
81% of VisitScotland.com users who
no4ced the TripAdvisor content believe it is
appropriate for VisitScotland.com to
feature Tripadvisor reviews on its lis4ngs

24. Get more reviews = more content!
Barcelona Turisme: hotel, abrac4on and restaurant reviews

25. Adver4sing based promo4on

26. Thank you!
Helena Egan
Des4na4on Marke4ng
Tel +44 20 3320 3235
Mobile: +44 77147 65 154
Questions?
Email: hegan@tripadvisor.com