Upload
etourism-africa-summit
View
52
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Et as presentation 2014 cape town - helena
Citation preview
Reaching new heights
WHAT DOES TRAVEL REALLY MEAN…
Inspiration > Planning > Travel > Review
user contributions
every minuteAccommodations,
restaurants and
attractions listed
million
Unique monthly visitorsmillion
Destinations are on
the site
thousand
TripAdvisor Today
Inspiration > Planning > Travel > Review
Average rating of
global reviewsTraveller photos
submitted
million
reviews and opinions are live on our sitemillion
Mobile app
downloads
million
TripAdvisor Today
Inspiration > Planning > Travel > Review
We have South African domain!
Source: comScore June 2014
The World’s Largest Travel SiteTripAdvisor is the world’s largest travel site with 70.3m Unique Users in
June 2014
LATAM
5.7m
EUROPE
30.4m
MIDDLE
EAST &
AFRICA
2.7m
APAC
14.9m
NORTH
AMERICA
- Desktop*
16.8m
NORTH
AMERICA
- With Mobile
28.3m
-
Inspiration > Planning > Travel > Review
People who book travel visit TripAdvisorSizing the market of consumers starting their online travel decision process during January 2013
Source: comScore Data Services
Total TravelIntenders
Travel TransactorsTravel 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
SOUTH AFRICA
Inspiration > Planning > Travel > Review
Congratulations… South Africa had the fourth-highest-reviewed accommodation in the world in 2013!
• In 2013 South Africa had the highest average accommodation review score out of every country in the
world with 5,000 or more unique reviewers
Source: TripAdvisor Internal Reviews Data, 2013, countries with <5000 unique reviewers not listed
4.54
4.53
4.45
4.45
4.39
4.36
4.36
4.34
4.34
4.32
1. Belize
2. Maldives
3. Mauritius
4. South Africa
5. Costa Rica
6. Nicaragua
7. Honduras
8. Morocco
9. French Polynesia
10. Kenya
What are the South Africans researching…
o In the last 12 months, users in South Africa
made up 53% of all domestic views on
TripAdvisor
o The United States and Thailand are the
largest destinations worldwide viewed by users
in South Africa
o 47% of all international views from users in
South Africa are to non-African destinations,
including the United States, Thailand and
Mauritius
9%
7.7%
5.7%
4.9%
4.7%
4.7%
3.4%
3.0%
2.5%
2.5%
2.5%
2.5%
2.4%
2.3%
2.3%
1.7%
1.6%
1.4%
1.4%
1.4%
United States
Thailand
Italy
United Kingdom
Mauritius
France
Tanzania
India
Spain
Turkey
Greece
Mozambique
United Arab Emirates
Namibia
China
Germany
Indonesia
Botswana
Australia
Zimbabwe
Top 10 TripAdvisor Country* Top 20 TripAdvisor Country
53%
47%South Africa
All Others
*In terms of total TripAdvisor page views in the last 12 months
Source: TripAdvisor Internal Site Data
% Growth in Share of Views by South Africa
o Year over year, Indonesia and South Africa
not only represent a large portion of
TripAdvisor’s total views, but the share of views
by users in South Africa also grew significantly
o However, destinations such as Italy, Thailand
and the UK, which are among the top 10
viewed destinations by users in South Africa,
made up a lower share of views in the last 6
months
*In terms of total TripAdvisor page views in Feb 2013-Jul 2013 vs. Feb 2014-Jul 2014
Source: TripAdvisor Internal Site Data
Top 10 Country*, South Africa growing share
Top 20 Country, South Africa growing share
Top 10 Country, South Africa losing share
Top 20 Country, South Africa losing share
12%
11%
9%
4%
2%
1%
-3%
-3%
-3%
-5%
-7%
-9%
-10%
-13%
-14%
-16%
-17%
-17%
-21%
-24%
Indonesia
South Africa
Tanzania
Namibia
Botswana
Greece
United Arab Emirates
Turkey
India
Germany
Thailand
Spain
United States
Mozambique
France
United Kingdom
Zimbabwe
Mauritius
Italy
China
57%
28%
19%
17%
19%
20%
17%
12%
13%
18%
20%
15%
14%
10%
10%
9%
10%
10%
6%
11%
5%
13%
19%
19%
16%
13%
15%
20%
18%
13%
10%
14%
11%
14%
14%
14%
13%
13%
15%
8%
62%
41%
38%
36%
35%
33%
33%
31%
31%
31%
29%
29%
25%
24%
24%
24%
23%
23%
21%
19%
China
South Africa
Ireland
United Kingdom
United Arab Emirates
Singapore
Spain
The Netherlands
Australia
Sweden
India
Italy
Brazil
Canada
Germany
Switzerland
Austria
France
Belgium
Israel
Mobile matters… and let’s not forget tablet either
o Of the top 20 countries China, Ireland
and South Africa itself have the highest
share of South Africa views from either a
mobile device or a tablet
o A full 57% of views of South Africa
destinations from China come from
mobile devices, while 20% of all South
Africa views on TripAdvisor from The
Netherlands are on a tablet
* In terms of total TripAdvisor page views in the last 12 months
Mobile Tablet
Top 20 Markets Researching South Africa
o In the last 12 months South Africa made up 41% of views of South African content on TripAdvisor
o The United Kingdom is the largest European market viewing South Africa destinations, followed by Germany and the Netherlands. In total 48% of the international views of South African content come from European markets
o The United States, Australia and Canada are the largest non-European markets viewing South Africa, while Mozambique is the only African country of the 20 largest viewing South Africa
19.4%
18.1%
9.7%
4.6%
3.8%
3.3%
3.1%
2.9%
2.7%
2.6%
2.0%
1.9%
1.3%
1.3%
1.1%
1.0%
0.9%
0.9%
0.8%
0.6%
United Kingdom
United States
Germany
Australia
The Netherlands
Canada
France
Italy
China
Switzerland
Brazil
India
Singapore
Belgium
Sweden
Spain
United Arab Emirates
Ireland
Austria
Mozambique
Top 10 TripAdvisor Market* Top 20 TripAdvisor Market
41%
59% South Africa
All Others
*In terms of total TripAdvisor page views in the last 12 months
Source: TripAdvisor Internal Site Data
% Growth in Share of South Africa Views
o Year over year, China, South Africa and
United Arab Emirates not only represent a
large portion of TripAdvisor’s total views, but the
share of their views including one or more views
of South Africa also grew significantly
o However, the share of views of 7 out of the
largest 10 countries viewing South Africa
content dropped, including the UK, the UK and
Australia
*In terms of total TripAdvisor page views in Feb 2013-Jul 2013 vs. Feb 2014-Jul 2014
Source: TripAdvisor Internal Site Data
Top 10 Market*, South Africa growing share
Top 20 Market, South Africa growing share
Top 10 Market, South Africa losing share
Top 20 Market, South Africa losing share
70%
12%
8%
1%
-0.2%
-2%
-4%
-4%
-8%
-8%
-9%
-10%
-10%
-12%
-13%
-13%
-16%
-22%
-41%
-51%
China
South Africa
United Arab Emirates
France
Germany
Australia
The Netherlands
United States
Canada
Brazil
Switzerland
Spain
India
United Kingdom
Belgium
Italy
Ireland
Singapore
Sweden
Israel
Top other destinations researched
Source: TripAdvisor Internal Site Data, Feb 2014 – Jul 2014
The data below reflects the top 10 Countries and top 10 Cities viewed by users who also viewed South Africa
17.4%
9.1%
8.3%
8.0%
4.8%
3.8%
3.2%
3.1%
2.8%
2.5%
United States
Italy
United Kingdom
France
Germany
Spain
Australia
Canada
China
Brazil
Countries
17.5%
7.0%
3.2%
3.2%
3.1%
3.0%
2.7%
2.1%
1.8%
1.8%
Cape Town, SA
Johannesburg, SA
Durban, SA
Knysna, SA
Stellenbosch, SA
Camps Bay, SA
Franschhoek, SA
Hermanus, SA
Pretoria, SA
Plettenberg Bay, SA
Domestic Cities
2.2%
1.5%
1.4%
1.3%
1.0%
1.0%
1.0%
0.9%
0.9%
0.9%
London, UK
Dubai, UE
New York City, US
Paris, FR
Livingstone, ZM
Rome, IT
Istanbul, TR
Marrakech, MA
Barcelona, ES
Nairobi, KE
Int’l Cities
Mobile replacing desktop in 2014
o Many countries began to show a strong
shift into use of mobile devices to
research South Africa in 2013 – 2014,
with China, South Africa and Italy
showing the highest shifts
o South Africa, France and Germany have
the highest relative growth in using tablets
researching for South African destinations
* In terms of total TripAdvisor page views in Feb 2013 - Jul 2013 vs. Feb 2014 - Jul 2014
Source: TripAdvisor Internal Site Data
+400%
+97%
+76%
+73%
+64%
+60%
+57%
+53%
+25%
+8%
China
South Africa
Italy
Canada
France
Australia
Germany
India
United States
United Kingdom
South Africa Page Views on Mobile
+144%
+126%
+112%
+90%
+89%
+78%
+76%
+68%
+64%
+54%
South Africa
France
Germany
United Kingdom
Switzerland
Canada
The Netherlands
Australia
Italy
United States
South Africa Page Views onTablet
Where do the bookings come from…Conversion rate for South Africa from global IPs (past 4 months).
71.6% of people researching South African accommodation pages on
TripAdvisor converted to a booking for South Africa!! Pretty awesome!
Are you responding to reviews…
Country % Reg % Rveiewed Last 30 Days
% Management
Response Last 30 days
South Africa 51% 27% 6%
Johannesburg 51% 27% 9%
Cape Town Central 80% 49% 15%
Tanzania 64% 46% 8%
Kenya 64% 34% 5%
Inspiration > Planning > Travel > Review
Source: comScore February 2014
Register With the Management Center
Inspiration > Planning > Travel > Review
www.tripadvisor.co.za/owners
Inspiration > Planning > Travel > Review
Be Active in the Forums
Over 90% of Forum posts
are replied to in under 24
hours.
Engage and makes sure
that the best, most
accurate info is presented
for your destination.
Inspiration > Planning > Travel > Review
First ever TripBarometer for South Africa!!http://www.tripadvisor.co.za/TripAdvisorInsights/TripBarometer-ZA
HOW IS SOUTH AFRICA ALREADY PARTNERING WITH
TRIPADVISOR?
Inspiration > Planning > Travel > Review
Interactive Custom-Built Hub – Meet South Africa
Mock-ups for custom hub on TripAdvisor domains in Australia, USA, India, Brazil, Germany, France, Italy and UK
Inspiration > Planning > Travel > Review
Homepage Photo Sponsorship
South African Tourism sponsored the first-ever TripAdvisor Homepage Photo
which gave South Africa a week-long ownership of the homepage photo and
review in 12 domains across the globe!
– Inspired consideration of the destination in vacation planning
• 1400%+ lift in traffic to Cape Town Tourism pages on TripAdvisor during the campaign
– Drove consideration and continued interest of the destination on TripAdvisor
Inspiration > Planning > Travel > Review
Great content growth for South Africa
Inspiration > Planning > Travel > Review
TGCSA and TripAdvisor
Source: TripAdvisor Internal Site Data
• The top table below shows which of TripAdvisor’s sub-bubble scores most closely predict a high overall bubble rating,
broken out by South Africa region
Room Service Value Cleanliness Location Sleepquality
OVERALL 0.91 0.93 0.90 0.91 0.65 0.89
Eastern Cape 0.88 0.89 0.88 0.83 0.59 0.82
Free State 0.94 0.93 0.94 0.88 0.55 0.93
Gauteng 0.92 0.95 0.89 0.91 0.72 0.91
Kruger National Park 0.94 0.94 0.93 0.96 0.60 0.98
KwaZulu-Natal 0.89 0.92 0.92 0.91 0.64 0.90
Limpopo Province 0.87 0.93 0.92 0.92 0.48 0.77
Mpumalanga 0.93 0.95 0.95 0.93 0.71 0.90
Northern Cape 0.78 0.82 0.91 0.89 0.62 0.86
North-West Province 0.93 0.92 0.92 0.94 0.77 0.97
Western Cape 0.90 0.92 0.87 0.91 0.59 0.89
Room Service Value Cleanliness Location Sleepquality
OVERALL 0.91 0.93 0.90 0.91 0.65 0.89
Eastern Cape -0.03 -0.04 -0.02 -0.08 -0.06 -0.07
Free State 0.04 0.00 0.04 -0.03 -0.10 0.04
Gauteng 0.02 0.02 -0.01 0.00 0.07 0.02
Kruger National Park 0.03 0.01 0.03 0.05 -0.06 0.09
KwaZulu-Natal -0.02 -0.01 0.03 0.00 -0.01 0.01
Limpopo Province -0.04 0.00 0.02 0.01 -0.18 -0.12
Mpumalanga 0.03 0.03 0.05 0.01 0.06 0.01
Northern Cape -0.12 -0.10 0.01 -0.02 -0.03 -0.03
North-West Province 0.03 -0.01 0.03 0.03 0.12 0.08
Western Cape -0.01 -0.01 -0.03 0.00 -0.06 -0.01
Sub-Bubble to Overall Score Correlation
(1.0 = perfect correlation, 0.0 = no correlation whatsoever)
Overall, for all accommodations with 20 or more reviews in 2013, “Service” most closely predicts a high overall rating
Likewise, “Location” is the least likely to affect overall rating
In the Kruger National Park and North-West province, a high “Sleep Quality” score is far more predictive of getting a high overall score
Su
b-B
ub
ble
Co
rrela
tio
nD
iffe
ren
ce F
rom
Av
era
ge
In Northern Cape, “Room” and “Service” are both less likely to predict a high overall TA score
Take aways…
Inspiration > Planning > Travel > Review
Use TripAdvisor Data and Insights in Your Industry Education –
TripAdvisor’s New Online
Educational Tool for Travel
Industry Professionals
Use these links to access
both Insights and
TripBarometer:
www.tripadvisor.co.za/Trip
AdvisorInsights
http://www.tripadvisor.co.z
a/TripAdvisorInsights/Trip
Barometer-ZA
Take aways
o Your content on TripAdvisor is viewed by worldwide
audience researching inspiration for their next trip, it is
vital (and free!) to make sure your content is up-to-
date and paying attention to your reviews, images,
forum posts is important – also remember to
encourage more content across your online pages
o Mobile and tablet are growing in importance in travel
research, make sure your site is mobile/tablet ready
o Travel is fun & people travel to make great life-long
memories, so remember to help your guests to make
some fabulous memories by ensuring your staff gives
them a smile along with welcoming, friendly service –
it really goes a long way!
o
THANK YOU