Mediterranean & TripAdvisor
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Quick numbers on TripAdvisor reach
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Trends and statistics on Mediterranean countries on TripAdvisor
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Few key findings on Global TripBarometer
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What is new at TripAdvsior
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Key take-aways
TripAdvisor: The World’s Largest Travel Site
Over 6,000 unique users looking at reviews every second of every day
100 Million
Reviews & Opinions
2013
m
75 Million
Reviews & Opinions
Over 1.5 Million
Businesses Listed
50 Million Monthly
Unique Visitors
35 Million
Reviews & Opinions
20 Million Monthly
Unique Visitors
2012
315
2011
2010
Million
2008
2005
over
145,000
1 Million
Reviews & Opinions
2000
destinations
70m
Members
45 Domains in 28 languages
TripAdvisor goes Live
*Source: Google Analytics, worldwide data, average monthly views Q3 2014—does not include traffic to daodao.com / TripAdvisor internal data
The World’s Largest Travel site
TripAdvisor is the World’s largest travel site with 73.8m Unique Users in
December 2014
NORTH
AMERICA
EUROPE
35%
23%
+34%
APAC
MIDDLE
EAST &
AFRICA
LATAM
10.5%
Change YoY (%)
Source: comScore December 2014
5%
27%
500 million
people view our content on sites other
than TripAdvisor each month
TripAdvisor reviews are largely
positive
48%
30%
12%
5%
5%
Source: TripAdvisor. Percentage of all ratings, January 2014
Average Review Score:
4.12
MEDITERRANEAN
Top 20 Markets Viewing Mediterranean
Mediterranean Countries looking at Med 60%
United Kingdom
36%
United States
13,4%
Germany
Russia
7,1%
40%
60%
4,8%
Switzerland
3,1%
Mediterranean
Canada
2,8%
All Others
Belgium
2,7%
Australia
2,5%
The Netherlands
2,3%
Ireland
2,3%
Japan
1,6%
Brazil
1,6%
Sweden
1,3%
Poland
1,2%
Norway
1,1%
Austria
1,1%
China
0,8%
Israel
0,8%
Ukraine
0,7%
Argentina
0,7%
Top 10 TripAdvisor Market*
*In terms of total TripAdvisor page views in 2014
Source: TripAdvisor Internal Site Data
Top 20 TripAdvisor Market
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In the last 12 months Mediterranean made up
60% of views of Mediterranean content on
TripAdvisor
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The United Kingdom is the largest European
market viewing Mediterranean destinations,
followed by Germany and Russia
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The United States, Canada and Australia are
the largest non-European markets viewing
Mediterranean destinations
Top 20 Most Visited Mediterranean Countries
Italy
34,24%
Spain
22,11%
France
18,31%
Greece
6,75%
Turkey
6,12%
Portugal
3,78%
Egypt
2,23%
Morocco
1,72%
Croatia
1,50%
Cyprus
0,91%
Tunisia
0,88%
Malta
0,71%
Slovenia
0,24%
Montenegro
0,15%
Monaco
0,11%
Algeria
0,10%
Bosnia and Herzegovina
0,09%
Gibraltar
0,05%
Top 10 TripAdvisor Market*
*In terms of total TripAdvisor page views in 2014
Source: TripAdvisor Internal Site Data
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Top 20 TripAdvisor Market
Italy content pages have the
highest traffic of all
Mediterranean destinations,
followed by Spain and France
Seasonality of reviews
Mediterranean countries
Review ratings and seasonality accommodations
Mediterranean countries
Accommodation
4,25
4,20
4,15
4,10
2014
4,05
2013
2012
2011
4,00
3,95
3,90
Review ratings and seasonality attractions
Mediterranean countries
Attractions
4,55
4,50
4,45
2014
2013
4,40
2012
2011
4,35
4,30
Review ratings and seasonality restaurants
Mediterranean countries
Restaurants
4,10
4,08
4,06
4,04
4,02
4,00
2014
2013
3,98
3,96
3,94
3,92
3,90
2012
2011
2014
4,09
2013
4,04
4,30
2012
3,99
2012
4,25
2011
3,94
2011
December
November
October
September
August
July
Attractions
June
May
4,35
April
4,40
March
4,45
February
4,50
January
December
November
October
September
August
July
June
May
April
March
February
January
December
November
October
September
August
July
June
May
April
March
February
January
Spain Reviews & Ratings
Accommodation
4,20
4,15
4,10
4,05
4,00
3,95
3,90
3,85
3,80
3,75
2014
2013
2012
2011
Restaurants
4,19
4,14
2014
2013
4,30
2012
3,75
2012
4,25
2011
3,70
2011
December
November
October
September
August
2013
July
Attractions
June
4,35
May
2014
April
4,40
March
4,45
February
4,50
January
December
November
October
September
August
July
June
May
April
March
February
January
January
3,90
2012
3,85
2011
December
November
October
September
August
July
June
May
April
March
February
France Reviews & Ratings
Accommodation
4,10
4,05
4,00
3,95
2014
2013
Restaurants
4,00
3,95
3,90
3,85
2014
3,80
2013
December
November
October
September
August
July
June
May
April
March
February
January
4,65
4,60
4,55
4,50
4,45
4,40
4,35
4,30
4,25
2014
3,99
2013
3,94
2012
3,89
2012
2011
3,84
2011
December
November
October
September
August
July
Attractions
June
May
April
March
February
January
January
4,10
2012
4,05
2011
December
November
October
September
August
July
June
May
April
March
February
Italy Reviews & Ratings
Accommodation
4,30
4,25
4,20
4,15
2014
2013
Restaurants
4,09
4,04
2014
2013
Overview: TripBarometer March 2015
Fieldwork: 16th January – 2nd February 2015
Consumer
survey sample
size:
34,016
Business survey
sample size:
10,261
Interviewed
Interviewed
32,158
Via a pop-up
on TripAdvisor
website
1,858
From the
Ipsos panel
44,277 interviews in total,
with the data weighted to
represent the markets’ online
population
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What motivates us to travel?
TripAdvisor – Trip Barometer www.tripadvisor.es/TripAdvisorInsights/
18
Planned investment in 2015
 We see the overall increase in optimism about profitability in 2015 coming through in businesses’
intentions to invest more in many aspects of their business.
Investment in 2015
NET: SPEND LESS %
NET: SPEND MORE %
Change since 2014 (%)
Change since 2014 (%)
1
N/A
6
-4
Online reputation management
60
N/A
Small scale renovations
53
+5
51
+5
50
N/a
-3
4
N/a
3
Marketing/Advertising (not search
engine optimization or marketing)
Traffic acquisition (search engine
marketing or optimization)
-3
3
Staff training
47
+10
N/A
2
Improving broadband & mobile
connectivity for guests
Providing technology amenities in
rooms
46
N/A
35
N/A
N/A
4
-10
12
Large scale renovations
33
+6
-7
5
Back office
32
+10
N/A
2
Room distribution
32
N/A
-5
7
Staff hiring
27
+7
BQ20. Looking at 2015, are you planning to invest more, about the same or less in the following?
Base 2015: All business respondents (10,261) 2014 : All business respondents (10,370)
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Room rates in 2015: hotels
 Accommodation types with 100+ rooms are most likely to be increasing room rates, with 71%
increasing rates in 2015; 54% by between 3-10%
 Within the accommodation sector, it is only amongst inns/B&Bs where prices are more likely to be
going down (47%) than up (45%).
Expected change in room rates in 2015 (%)
Hotels
57
31
5
W1 2014
Increase
55
37
4
Stay the same
Increases in room rates are also
high for:
 Resorts 58% (58% in W1 2014)
Decrease
W1 2015
*Source Global TripBarometer 2015
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WHAT IS NEW AT TRIPADVISOR
Hotel Question and Answers
Allow hotels and potential guests to interact pre-trip
Travel Guides
Expert and user generated guides oriented by theme
Big Photo Layout
Drive more engagement with rich photos
Personalisation
Tags + User provided interests = Just for you
MOBILE: In-destination use is huge
91%
45%
Use mobile while travelling
looking for restaurants
32%
37%
Reading reviews
looking for things to do
Source: TripAdvisor TripBarometer, October 2013
Integration of restaurant booking capability
Integration of attraction of booking capability
Instant Booking
Ability to book within TripAdvisor environment through
partner hotels
Finally few key take-aways
315+ million travellers visit TripAdvisor every month
YOU have access to free tools www.tripadvisor.com/owners (or on your local domain)
FREE Upload images & videos:
73% of travellers check photos prior booking
FREE Respond to reviews:
77%: management response shows that the property cares
87% : response to bad review improves their impression
FREE Respond to hotel Q&A
Win the client and ensure their stay is a perfect as possible
= better reviews
Use the FREE data and resources available:
•
TripBarometer: www.tripadvisor.com/tripbarometer
•
TripInsights: http://www.tripadvisor.com/TripAdvisorInsights/
Travellers twice as likely to increase rather than decrease travel spend in 2015*
*Source Global TripBarometer 2015