Playing  with  an  800  lb.  Gorilla Insights  on  TripAdvisor  from  a  Former  DMO  Exec Steven  Paganelli,  CDME Head  of  Destination  Marketing,  Americas

Agenda

o

About  the  Upper  Midwest

o

About  TripAdvisor

o

Comprehensive  DMO  Partnerships

o

A  UMCVB  Case  Study

o

What’s  Next

o

Questions  &  Answers

ABOUT  THE  UPPER  MIDWEST

Upper  Midwest  Content By  the  Numbers

Lodging:  7,536 Vacation  Rentals:  2,305 Things  to  Do:  15,843 Restaurants:  70,891 Forums:  51,808 Topics  &  333,021  Posts

Interest  in  Upper  Midwest  States Overall  traffic  to  the  Upper  Midwest  grew  by  19%  YOY  vs.  17%  growth  for  all  US

Illinois

Wisconsin

Minnesota

Iowa

South  Dakota

Nebraska

YoY  Growth North  Dakota South  Dakota Wisconsin Iowa Nebraska Illinois Minnesota

Source:  TripAdvisor  internal  data

+5% +10% +19% +20% +20% +21% +24%

North  Dakota

Top  Upper  Midwest  Destinations  Viewed US  Traveler  Sessions  Viewing  Upper  Midwest  Content

YoY  Growth

Source:  TripAdvisor  internal  data

Top  Upper  Midwest  Destinations  Viewed US  Traveler  Sessions  Viewing  Upper  Midwest  Content  – Excluding  Chicago

Minneapolis  -­ +34% Wisconsin  Dells-­ +3% Milwaukee  -­ +24% Omaha  -­ +25% Madison-­ +25% Duluth  -­ +19% Rapid  City-­ +10% Des  Moines  -­ +21% Lake  Geneva  -­ +18% Green  Bay  -­ +7%

Source:  TripAdvisor  internal  data

Top  Other  Destinations  Viewed Top  Other  States  viewed  by  US  users  when  also  viewing  Illinois,  Iowa and  Minnesota

Illinois 15%

Florida 10%

Minnesota

Iowa

California

Nebraska

10% 8%

Illinois

Wisconsin

12% 11%

Florida

New  York

7%

Florida

5%

Wisconsin

7%

Missouri

5%

Michigan

6%

Minnesota

4%

Illinois

5%

Texas

Colorado

4%

New  York

4%

Nevada

4%

South  Dakota

4%

Michigan

4%

Tennessee

4%

Wisconsin

3%

Tennessee

8%

4%

6%

California

5%

Texas

3%

Indiana

3%

Texas

3%

Colorado

3%

Hawaii

3%

Kansas

3%

Arizona

Source:  TripAdvisor  internal  site  data

Top  Other  Destinations  Viewed Top  Other  States  viewed  by  US  users  when  also  viewing  Nebraska,  South  Dakota and  Wisconsin

Nebraska 13%

Iowa 8%

Florida

7%

Texas

6%

Wisconsin

South  Dakota

California

Wyoming

17% 9%

Montana

8%

Colorado

5%

Illinois

14% 11%

Florida 7%

Michigan

Florida

5%

California

5%

Texas

Colorado

4%

Texas

Missouri

4%

Tennessee

4%

Tennessee

4%

South  Dakota

4%

Nebraska

4%

Minnesota

3%

Tennessee

4%

North  Dakota

4%

Ohio

3%

Virginia

3%

Minnesota

3%

New  York

3%

Arizona

3%

California

5% 4%

Source:  TripAdvisor  internal  site  data

3%

Virginia

TripAdvisor  Impact  on  Upper  Midwest  Hotel  Revenue Users  generated  ~$111  million  in  last  12  months;;  May  2016  shows  +31.5%  YOY

YoY Growth

YoY Decline

ABOUT  TRIPADVISOR

TripAdvisor:  The  World’s  Largest  Travel  Site Over  6,000  unique  users  looking  at  reviews  every  second  of  every  day

1   M I L L I O N Reviews  &  Opinions

3 5   M I L L I O N Reviews  &  Opinions

G O E S   L I V E 2010

2005

2000

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

2008

2 0   M I L L I O N   M O N T H LY Unique  Visitors

1 0 0   M I L L I O N Reviews  &  Opinions

2012

2 0 11

7 5   M I L L I O N Reviews  &  Opinions 5 0   M I L L I O N   M O N T H LY Unique  Visitors

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

2013

TripAdvisor  – Worldwide,  Last  18  Months TAMG  remains  the  largest  travel  player  worldwide TripAdvisor  Media  Group

TripAdvisor

Booking.com

Ctrip.com  International

Qunar

Expedia

Trivago  Sites

Hotels.com

Skyscanner  Sites

Agoda

Sohu  Travel

Jan-­15 Feb-­15 Mar-­15 Apr-­15 May-­15 Jun-­15 Jul-­15 Aug-­15 Sep-­15 Oct-­15 Nov-­15 Dec-­15 Jan-­16 Feb-­16 Mar-­16 Apr-­16 May-­16 Jun-­16 Source:  comScore  June  2016 Note:  For  comparison  purposes  data  above  reflects  Desktop  only  

62%

Percentage  of  Global  Travelers  who  visit  TripAdvisor  before  booking  their  trip

Source:  comScore  Data  Services,  Q1  2016

More Sites 33  vs.  9

Source:  comScore  Data  Services,  Q1  2016

+267%

More Content Pageviews (177  vs.  50)

Source:  comScore  Data  Services,  Q1  2016

+254%

More Time Minutes  Researching  (132  vs.  39)

Source:  comScore  Data  Services,  Q1  2016

+239%

More Days (87  vs.  63)

Source:  comScore  Data  Services,  Q1  2016

+38%

More Searches Searches  (32  vs.  10)

Source:  comScore  Data  Services,  Q1  2016

+220%

“TripAdvisor  is  as  dominant  to  the   ‘second  click’  for  travel  research  as   Google  is  the  starting  point” Yen  Lee,  Co-­‐founder  &  President Uptake

Bismarck  Mandan,  ND

Current  Upper  Midwest  Non-­Profit  Partners Bloomington,  MN Chicago's  North  Shore,  IL Dickinson,  ND Door  County,  WI Duluth,  MN DuPage  County,  IL Explore  Minnesota Fargo-­Moorhead,  ND Greater  Burlington,  IA Greater  Mankato,  MN Illinois  Bureau  of  Tourism Illinois  Holocaust  Museum  and  Education  Center Iowa  Tourism Mason  City,  IA Minot,  ND

COMPREHENSIVE  DMO PARTNERSHIPS

Top  20  Markets  Viewing  Destination  in  2015 %  International  Markets United  Kingdom

(January-­‐August)

15.7%

Canada

13.9% 8.5%

Australia France

4.6%

Japan

4.5%

Brazil

4.2%

Italy

3.9%

Mexico

(January-­‐August)

22.0 %

24.4%

5.1%

Germany

76.6%

Domestic  Users

78.0 %

International  Users

3.6% 3.2%

China Spain

Destination   Content:  Domestic  vs.  2015 International 2014

2.0%

India

1.7%

Switzerland

1.6%

Argentina

1.6%

The  Netherlands

1.5%

New  Zealand

1.5%

Sweden

1.1%

Ireland

1.1%

Russia

1.1%

Singapore

1.0%

*In  terms  of  total  TripAdvisor  sessions  in  2015 Source:  TripAdvisor Internal  Site  Data

o

In  2015,  users  in  the United  States  made  up   78% of  all  views  on  TripAdvisor,  up  from  76%   in  2014  – indicating  strong  Domestic  and   international  interest

o

The  United  Kingdom  is  largest  international   market  viewing  Destination,  followed  by   Canada  and  Australia

o

Countries  such  as  Russia and Singapore  had   less  than  2% each  of  views  of  Destination   content

Booking

Arrival  at destination

54

55

During the  stay

Departing  from destination

47

45

12 11

Excited

32

26

11

Relaxed

45 36

31 24 19

Back  at home

Fulfilled

9

Travelers  Motivators  by  Country

Thailand

Turkey Japan

Russia

Greece

China Brazil Portugal Malaysia

Indonesia New Zealand

Mexico Australia US Germany

Canada Austria

India Argentina France South Africa UK

Spain Ireland

Switzerland Italy

Spending  more  on  travel Millennials ¥

18-­‐34 years  of  age

¥

Without  children

¥

Just  over  half  are  female  (57%).

¥

High representation  in:  Brazil,  China,   Japan,  India,  Thailand.

¥

Generally  more  positive  about  economy

¥

Will  spend  more  next  year  on  travel.

¥

Attracted  to  new  destinations,  but  need   reassurance   •

Media



Knowing/speaking  to  past  visitor



Tourist  activities  and  flight  fares  are   key  decision  factors

Attracted  to  new destinations;  need  reassurance   Activities  and  flight  fares are  key  decision  factors

3 4

Reputation  Management  Sessions

Integrating  TripAdvisor  UGC

Integrating  TripAdvisor  UGC

Integrating  TripAdvisor  UGC

Key  Targeting  Options

New Premium   Destination  Partnership Native  Content-­Driven  Solution:   Increase  Exposure  and  Engagement  

New  opportunity  for  DMOs  allowing   partners  to  create  and  distribute  unique,   targeted  content across  more  of  their   destination  on  TripAdvisor

Premium  Destination  Partnership New  Offering:  Dedicated  Page  for  DMO  Content  

Premium  Destination  Partnership New  Offering:  Collections

Premium  Destination  Partnership New  Offering:  Articles

Premium  Destination  Partnership Expanded  Offering:  Events

Premium  Destination  Partnership New  Offering:  Content  Integration  on  Restaurants  and  Attractions  Pages

Premium  Destination  Partnership New  Offering:  Content  Integration  within  Forums

Travelers’  Choice  &  Certificates  of  Excellence

Award  &  Co-­branded  Review  Decals

Destination  Dashboard

Destination  Dashboard

A  UMCVB CASE  STUDY:  VISIT  DULUTH

Creative  Case  Study:  Visit  Duluth

Utilize TripAdvisor Panel  Layout TripAdvisor Users  Recognize  and  Engage

Utilize  TripAdvisor  panel  creative  layout o Panels  for  categories  or  points-­of-­interest o Easy  to  understand  copy o Engaging  panel  titles o Enticing  panel  images Transform  typical  display  ad   into  content  placement

60

Creative  Case  Study:  Visit  Duluth

VisitDuluth.com tested  the  following  creative   with  300x250,  300x600,  and  728x90  banners.   The  test  creatives drove  a: o

55%  Conversion  Lift

o

563%  CTR  Lift

Methodology Three test banner ads and three control ads were shown to Iowa, Minnesota, North Dakota, South Dakota, Wisconsin and Ontario travelers viewing Minnesota destinations on TripAdvisor, January 5-27, 2016 Each creative had roughly 16,250 impressions, with no unique user seeing more than one version User click-throughs and view-throughs to conversion were tracked via a daily counter spotlight tag on VisitDuluth.com (Postview Window of 30 days based on TA user behaviour)

61

CTR:  Baseline  Creative  vs  Test  Creative   +800% 1.17%

Click-­Through  Rate +529% 0.44%

+100% 0.07% Baseline   300x250

0.14%

0.13%

Test   300x250

Baseline   300x600

0.07% Test   300x600

Baseline   Test  728x90 728x90

62

Conversion  Rate Per  1,000  Impressions Baseline  Creative  vs  Test  Creative

Baseline  300x250

8.73 +13%  additional  conversions

Test  300x250 Baseline  300x600

9.90 7.87

+117%  additional  conversions

Test  300x600 Baseline  728x90 Test  728x90

Numbers  based  on  Clicks  to  VisitDuluth.com  and   TripAdvisor  Post  View  Window  of  30  days

17.06 8.33

+39%  additional  conversions

11.60

63

WHAT’S  NEXT

Premium  Destination  Partnership Mobile  Expansion

Media  Effectiveness  Insights How  we  measure  impact  on  your  destination  from  your  campaigns

Investment

ROI

Audience   Engaged  with   Content

Views  of  destination’s • Attractions • Restaurants • Tourism • Hotels

Comparison   of  Exposed   vs  Control

Avg.  of  #  Nights Avg.  $  Spend

DMO  Analysis  Overview

Findings:  UK  Users,  Oct  2015  – Jan  2016 Category

Unexposed

Exposed

%  CHANGE

#  Total  TA  Users

80,709,175

1,120,724

%  Viewing  any  of   Destination's  content

0.98%

2.52%

+157%

%  Viewing  any  of   Destination's  restaurants

0.08%

0.43%

+406%

%  Viewing  any  of   Destination's  attractions

0.14%

0.58%

+327%

%  Viewing  any  of   Destination's  hotels

0.39%

1.58%

+304%

17.1%

37.5%

+119%

%  clicking  to book  any  hotel %  clickers  who  book   (est.) $  Average  Nightly   Rate  (ADR)

0.95%

1.50%

+58%

$462.25

$409.60

-­‐11%

Average  #  Nights

4.07

4.09

0%

$  Revenue  /  UU

$3.30

$10.16

+208%

TEN  CLOSING  TIPS

10  TripAdvisor  Tips  for  DMOs

1. Educate  Partners  to  Maximize  Their  Presence 2. Encourage  Reviews 3. Leverage  Traveler’s  Choice  Awards  &  Certificates  of  Excellence 4. Monitor  &  Participate  in  Forums  Discussions 5. Add  Photos  and  Videos 6. Consider  Syndicating  TripAdvisor  User-­generated  Content 7. Curate  Content  on  Your  Destination’s  Page(s) 8. Leverage  Mobile  to  Inspire  and  Prepare 9. Explore  Cooperative  Marketing  Opportunities 10. Watch  Your  Inbox  for  The  Wise  Owl  Bi-­monthly  eNewsletter

QUESTIONS  &  ANSWERS

APPENDIX

DMO  Americas  Team

DMO  Americas  Team

TripAdvisor  Media  Group  (TAMN)  

TripAdvisor  Video  Advertising  Solutions NEW!

Native  Video

Pre-­‐Roll

In-­‐Banner

Video  Audience  Extension

Creative  Best  Practices  Overview For  Advertising  on  TripAdvisor

Creative  Principles Creative  Principles

1 Align  creative  with   the  landing  page

2 Align  creative  with  the   context  of  TripAdvisor

3 Utilize  the  TripAdvisor panel  layout

7

10:15  am  -­ 11:15  a.m.  Closing  Keynote  Speaker Playing  with  an  800  lb.  Gorilla:  Insights  on  TripAdvisor  from  a  Former  DMO  Exec Steven  Paganelli,  Head  of  Destination  Marketing,  Americas,  TripAdvisor Friend  or  foe?  There  are  DMOs  in  both  camps  when  it  comes  to  TripAdvisor.  No   matter  in  which  camp  you  find  yourself,  there’s  little  debate  that  TripAdvisor  has   become  a  ubiquitous  part  of  the  travel  lifecycle.  Hear  from  the  TripAdvisor  Head  of   Destination  Marketing  for  the  Americas  where  TripAdvisor  fits  and  how  it  supports   DMOs.  Then  engage  in  a  lively,  no  holds  barred  open  discussion  with  this  26-­year   Travel  Industry  veteran.