Revolucionando la promoción turística en el mundo online · Top 20 Markets Viewing Gran Canaria...
Transcript of Revolucionando la promoción turística en el mundo online · Top 20 Markets Viewing Gran Canaria...
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%
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
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