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Using Disruption to stay Relevant in the Online Travel World
Adrian Hands
22.09.15
The Global Online Travel Market
Source: Mozio
Why does TripAdvisor exist?
The Global Hotel Market is forecast to be worth $550bn in 2016
Approx 20% is online now = $110bn Source: Mintel
4
REVIEWS AND OPINIONS MILLION
user contributions every minute businesses listed
million
Unique monthly visitors* million
candid traveler photos million
*Source: TripAdvisor log files, average monthly unique users, Q2 2015 5
of travelers say they write reviews because they want to share a good experience with others
74%
6
Travelers LIKE sharing
Source: PhoCusWright
Online Reviews DO Impact Bookings
of global travelers say their booking decisions are
impacted by online reviews
of global hotels say reviews are important
for bookings
93% 96%
Source: PhoCusWright 7
of respondents say an appropriate management response to a bad review
improves my impression of the hotel.
87% of respondents say seeing a
hotel management response to reviews makes
me believe that it cares more about its guests.
77%
Source: PhoCusWright
Hotel Responses DO Impact Traveler Decisions
8
Facebook Integration
monthly Facebook visitors
of all new reviews come from Facebook-
connected users
9
of TripAdvisor members
surveyed say they are more likely to use a business
with a TripAdvisor endorsement on
display
75%
Have you seen a TripAdvisor sticker?
10
Mobile & Tablet
11
89 App downloads
per minute
195m App downloads
Using Metasearch to Monetise
12
Much competition in Metasearch
13
(+ dozens other globally)
The Next Disruptor – Instant Book Disintermediating the business
14
Instant Book on Mobile Simplifying difficult transaction path
15
And after that? ‘In trip’ Recommendations & Booking capability
16
Threats?
17
