Revolucionando la promoción turística en el mundo online

Octubre 2015

Travellers Looking For Inspiration & Ideas Time for you to influence and guide their decisions

TRIPADVISOR:

THE LEADER IN TRAVELLER KNOWLEDGE

POWER OF COMMUNITY & REVIEWS

Source: Phocuswright/TripBarometer/CIM & YouGov

of consumers say they trust

online reviews as much as

personal recommendations

88%

Yes, if there are

multiple customer

Reviews to read

Yes, if I believe the

reviews are authentic

Yes, for some types

of business, no for

others

No

26%

21% 20%

33%

28%

24%

20%

28%

25%

30%

24%

21%

32% 30%

26%

13%

0%

5%

10%

15%

20%

25%

30%

35%

2011 2012 2013 2014 TripAdvisor

82% Amazon

79% Mumsnet

74% LinkedIn

69% Personal blog

67% Pinterest

61% Google+

56%

Twitter

55%

Brand/business blog

54% Instagram

49% Facebook

46%

TripAdvisor: The World’s Largest Travel Site

*Source: Google Analytics, worldwide data, average monthly views Q4 2014—does not include traffic to daodao.com / TripAdvisor internal data

Over 6,000 unique users looking at reviews every second of every day

G O E S L I V E

1 M I L L I O N

Reviews & Opinions

2 0 0 0

2 0 M I L L I O N M O N TH LY

Unique Visitors

2 0 0 5

3 5 M I L L I O N

Reviews & Opinions

2 0 0 8

5 0 M I L L I O N M O N TH LY

Unique Visitors

2 0 1 0

O V E R 1 . 5 M I L L I O N

Businesses Listed

2 0 11

7 5 M I L L I O N

Reviews & Opinions

2 0 1 2

1 0 0 M I L L I O N

Reviews & Opinions

2 0 1 3

250 r e v i e w s & o p i n i o n s

M I L L I O N

o v e r

123,000+ d e s t i n a t i o n s

e v e r y m i n u t e

160 u s e r c o n t r i b u t i o n s

o v e r o v e r

5.2 M I L L I O N

b u s i n e s s e s

l i s t e d

84 M I L L I O N

m e m b e r s 45 Domains in

28 languages

375 MILLION

Unique visitors

a month

From “look” to “book” on TripAdvisor

Awareness

Not planning…

but open to inspiration

Consideration

Starting

the process

Comparison

Short list of hotels

Booking

Flight -> Hotel

Experience

Actively

on vacation

Advocate

Reviews, Facebook,

Word of mouth Week -16:

• 5 Destinations

• 0 Hotels

Week -12:

• 3 Destinations

• 6 Hotels

Week -4:

• 1 Destination

• 15 Hotels

Week 0

• Booked

Book

Additional

Activities • Restaurants

• Attractions

• Tours, etc.

More tactical ,

often price

specific

targeting

Main

window of

opportunity

for

Inspiration.

Higher

funnel

activity

where a

user can be

influenced

to change

destination/

Airline/Hotel

etc...

Awareness

Not planning…

but open to inspiration

Consideration

Starting

the process

Comparison

Short list of hotels

Booking

Flight -> Hotel

Experience

Actively

on vacation

Advocate

Reviews, Facebook,

Word of mouth

Week -20+

“Not Yet Ready” Already thinking

about next trip!

Source: TripAdvisor internal session data

Global Interest in Gran Canaria Content

o The number of the international sessions viewing Gran Canaria content on TripAdvisor has

grown rapidly in 2014 vs 2013

o Overall the traffic has grown by 20% YoY

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2013 2014 2015

Global Sessions viewing Gran Canaria Content

Source: TripAdvisor internal session data

Gran Canaria Province Destination Views By Device

Type International IPs Only

Desktop usage remains strong while activity on Mobile and Tablet web and app continue to

grow

Tablet Web

Tablet App

Mobile Web

Mobile App

Desktop

How to mesure Online Reputation on a

Destination?

GRAN CANARIA MARKET OVERVIEW

Gran Canaria on

TripAdvisor

o 1.562 Hotels & Accommodations

o 546 Things to Do

o 2.346 Restaurants

o 630 Topics Discussed in Forums

o 2.171+ Traveler Photos

Accommodations

4.14 vs. 4.15

GRAN CANARIA REVIEW SCORES 2015 vs. 2014

Eateries

4.17 vs. 4.17

Attractions

4.35 vs. 4.33

+99% of total reviews in 2014

Already wrote in 2015!!!

Top 20 Markets Viewing Gran Canaria in 2014

o In 2014, users in Spain made up 25.6% of all

domestic views on TripAdvisor, up from 21.5%

in 2013 – an extreme high but indicating

increasing international interest

o United Kingdom is the largest international

market viewing Gran Canaria destinations,

followed by Germany and Italy.

o Countries such as China, Canada and

Mexico had less than 0.5% each of views of

Gran Canaria content

*In terms of total TripAdvisor sessions in 2014

Source: TripAdvisor Internal Site Data

Gran Canaria Content: Domestic vs. International

Domestic Users International Users

47.3%

8.4%

5.2%

4.7%

4.2%

4.1%

3.8%

2.5%

2.4%

2.1%

2.0%

1.6%

1.6%

1.4%

1.0%

0.7%

0.6%

0.4%

0.4%

0.3%

United Kingdom

Germany

Italy

France

Ireland

Sweden

Norway

United States

The Netherlands

Belgium

Switzerland

Denmark

Finland

Poland

Russia

Portugal

Austria

China

Canada

Mexico

21.5%

78.5%

2013

25.6%

74.4%

2014

Top 20 Markets Viewing Gran Canaria On Mobile

o Of the top 20 countries China, Spain and

the United Kingdom have the highest

share of Gran Canaria views from either a

mobile device or a tablet

o A full 47% of views of Gran Canaria

content from Spain comes from mobile

devices, while 27% of all Gran Canaria

views on TripAdvisor from the United

Kingdom are on a tablet

* In terms of total TripAdvisor page views

Mobile Tablet Desktop

81%

47%

31%

34%

24%

35%

21%

32%

24%

16%

23%

23%

22%

15%

16%

16%

12%

16%

16%

10%

2%

16%

27%

23%

26%

14%

27%

15%

22%

29%

18%

16%

16%

21%

20%

19%

22%

16%

14%

9%

17%

37%

42%

43%

51%

51%

52%

53%

54%

56%

59%

61%

62%

64%

64%

65%

67%

68%

70%

81%

China

Spain

United Kingdom

Ireland

The Netherlands

United States

Norway

Italy

Sweden

Denmark

Switzerland

Germany

Austria

Finland

Canada

France

Belgium

Russia

Portugal

Poland

CoE’s Gran Canaria Accomodation

25

63

126

154

271

2011 2012 2013 2014 2015

54

Accomodations

Hall of Fame

CoE’s Gran Canaria Restaurants and Eateries

11 Restaurants

& Eateries Hall

of Fame

1

10

18

29

88

2011 2012 2013 2014 2015

CoE’s Gran Canaria Attractions

1 Attraction Hall

of Fame

Share the great of your destination

o https://vimeo.com/73864415

19