Making the most of TripAdvisor for your business Justin Reid, Head of Destination Marketing
Europe, Middle East & Africa
o Overview of TripAdvisor
o How is Scotland performing?
o “Year of food and drink”
o 5 tips for the smart business on TripAdvisor
OVERVIEW OF TRIPADVISOR
TripAdvisor ReachThe World’s Largest Travel Site
45 Domains in 26 Languages
TripAdvisor Reach
• Source: Google Analytics, average monthly unique users, Q3 2014; does not include traffic to daodao.com
+160user contributions
every minutebusinesses listedmillion
Million
Destinations are on the site
thousand
*
375
+4.9
Unique monthly visitors
+150
TripAdvisor Reach
4out5Average rating of
global reviews
million
Downloads of our apps – 28 Times per
Minute
million
250
+26
Traveller photos submitted
million
reviews and opinions are live on our site
+215
TripAdvisor Reach
560attractions
million
Vacation rentals
thousand
3
950Hotels, B&Bs and speciality lodgings
thousand
restaurants
720thousand
Source: TripAdvisor internal session data
Destination Views By Device Type
Jan
2013
Feb 2
013
Mar
201
3
Apr 2
013
May
201
3
Jun
2013
Jul 2
013
Aug 2
013
Sep 2
013
Oct
201
3
Nov 2
013
Dec 2
013
Jan
2014
Feb 2
014
Mar
201
4
Apr 2
014
May
201
4
Jun
2014
Jul 2
014
Aug 2
014
Sep 2
014
Oct
201
4
Nov 2
014
Dec 2
014
Jan
2015
Feb 2
015
Mar
201
5
Apr 2
015
May
201
5
Jun
2015
Jul 2
015
Tablet Web
Tablet App
Mobile Web
Mobile App
Desktop
8
SCOTLAND ON TRIPADVISOR
Who’s interested ? The lookers…
United Kingd
om
United St
ates
German
y
Canad
a
France
Australi
aIta
lySp
ainChina
Irelan
d
The N
etherl
ands
Switz
erlan
dIndia
-
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
2015
Within Scotland vs Rest of UK
2015
In ScotlandRest of UK
Who’s interested ?
London, U
nited Kingd
om
Yorks
hire, U
nited Kingd
om
Greater
Man
chest
er, Unite
d Kingdom
Tyne a
nd Wea
r, Unite
d Kingdom
Lancas
hire, U
nited Kingd
om
Greater
London, U
nited Kingd
om
West
Midlan
ds, Unite
d Kingdom
Mersey
side,
United Kingd
om
Cumbria, U
nited Kingd
om
Hampsh
ire, U
nited Kingd
om
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
2015
Who’s actually coming?
Who’s actually booking? The bookers…
United Kingd
om
United St
ates
German
y
France
Canad
aSp
ain
Irelan
d
Australi
aIta
ly
The N
etherl
ands
Switz
erlan
dIndia
Japan
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
2015
Who is the most loyal of your target audiences?
Who is the least convinced of your target audiences?
GLOBAL OUTLOOK TOWARDS “FOOD” AS A DETERMINING FACTOR FOR A DESTINATION
FOOD (& DRINK) AS A HOOK
Study of 200 destinations by UNWTOUNWTO Global Report on Food Tourism
…88% of destinations considered gastronomy as a strategic element in defining the brand and
image of their destination
Restaurants in Las Vegas…
…account for $3.1 billion in revenue in 2014
…or 14.1% of the county’s GDP
HOW IS SCOTLAND PERFORMING ON TRIPADVISOR FOR FOOD
Number of reviews for Scotland Restaurants
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013
Jul 2
013
Aug 2013
Sep 2013
Oct 2013
Nov 2013
Dec 2013
Jan 2014
Feb 2014
Mar 2014
Apr 2014
May 2014
Jun 2014
Jul 2
014
Aug 2014
Sep 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May-15
Jun-15
Jul-1
5
Aug-15
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
# of page views of reviews
# of reviews
Number of reviews for Scotland Restaurants
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013
Jul 2
013
Aug 2013
Sep 2013
Oct 2013
Nov 2013
Dec 2013
Jan 2014
Feb 2014
Mar 2014
Apr 2014
May 2014
Jun 2014
Jul 2
014
Aug 2014
Sep 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000 # of reviews
# of reviews
Average score for reviews of Edinburgh Restaurants
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013
Jul 2
013
Aug 2013
Sep 2013
Oct 2013
Nov 2013
Dec 2013
Jan 2014
Feb 2014
Mar 2014
Apr 2014
May 2014
Jun 2014
Jul 2
014
Aug 2014
Sep 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
Jun-15
Jul-1
5
Aug-15
3.70
3.80
3.90
4.00
4.10
4.20
4.30 Edinburgh’s average rating
Average Rating
Average score for reviews of Edinburgh Restaurants
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013
Jul 2
013
Aug 2013
Sep 2013
Oct 2013
Nov 2013
Dec 2013
Jan 2014
Feb 2014
Mar 2014
Apr 2014
May 2014
Jun 2014
Jul 2
014
Aug 2014
Sep 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
Jun-15
Jul-1
5
Aug-15
3.70
3.80
3.90
4.00
4.10
4.20
4.30 Edinburgh’s average rating
Average RatingGlobal Average
Average score for reviews of Edinburgh Restaurants
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013
Jul 2
013
Aug 2013
Sep 2013
Oct 2013
Nov 2013
Dec 2013
Jan 2014
Feb 2014
Mar 2014
Apr 2014
May 2014
Jun 2014
Jul 2
014
Aug 2014
Sep 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
Jun-15
Jul-1
5
Aug-15
3.70
3.80
3.90
4.00
4.10
4.20
4.30 Edinburgh’s average rating
Average RatingGlobal AverageLondon's Average
Average score for reviews of Edinburgh Restaurants
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013
Jul 2
013
Aug 2013
Sep 2013
Oct 2013
Nov 2013
Dec 2013
Jan 2014
Feb 2014
Mar 2014
Apr 2014
May 2014
Jun 2014
Jul 2
014
Aug 2014
Sep 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
Jun-15
Jul-1
5
Aug-15
3.70
3.80
3.90
4.00
4.10
4.20
4.30 Edinburgh’s average rating
Average RatingGlobal AverageLondon's AverageParis Average
Average score for reviews of Edinburgh Restaurants
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013
Jul 2
013
Aug 2013
Sep 2013
Oct 2013
Nov 2013
Dec 2013
Jan 2014
Feb 2014
Mar 2014
Apr 2014
May 2014
Jun 2014
Jul 2
014
Aug 2014
Sep 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
Jun-15
Jul-1
5
Aug-15
3.70
3.80
3.90
4.00
4.10
4.20
4.30 Edinburgh’s average rating
Average RatingGlobal AverageLondon's AverageParis AverageBerlin's Average
Average score for reviews of Edinburgh Restaurants
Sep 2012
Oct 2012
Nov 2012
Dec 2012
Jan 2013
Feb 2013
Mar 2013
Apr 2013
May 2013
Jun 2013
Jul 2
013
Aug 2013
Sep 2013
Oct 2013
Nov 2013
Dec 2013
Jan 2014
Feb 2014
Mar 2014
Apr 2014
May 2014
Jun 2014
Jul 2
014
Aug 2014
Sep 2014
Oct 2014
Nov 2014
Dec 2014
Jan 2015
Feb 2015
Mar 2015
Apr 2015
May 2015
Jun-15
Jul-1
5
Aug-15
3.70
3.80
3.90
4.00
4.10
4.20
4.30 Edinburgh’s average rating
Average RatingGlobal AverageLondon's AverageParis AverageBerlin's Average??
SO WHAT SHOULD A SMART BUSINESS BE DOING ON TRIPADVISOR?
1. Make sure your business is registered on
TripAdvisor and use it
www.tripadvisor.com/owners
Find Your Listing
TripAdvisor - The World’s Largest Travel Site
Manage Your ListingTripAdvisor - The World’s Largest Travel Site
Free to use Tools
Review Express – Generate More ReviewsTripAdvisor - The World’s Largest Travel Site
o Engage with guests after they have stayed to encourage valuable feedback for your business
o Use customizable templates to easily email recent guests
o Use campaign dashboard to monitor incoming reviews and optimize campaigns
o It’s FREE!
2. A picture really is worth a thousands words…
3. Do reply to comments
4. A bad review isn’t WRONG…
…it’s free customer research
If you are getting reviews like this…
5. Be visible about your TripAdvisor profile
…Online and offline
People look for security
People look for security
Owners look for feedback
Thank you & any questions?
