Playing with an 800 lb. Gorilla Insights on TripAdvisor from a Former DMO Exec Steven Paganelli, CDME Head of Destination Marketing, Americas
Agenda
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About the Upper Midwest
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About TripAdvisor
o
Comprehensive DMO Partnerships
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A UMCVB Case Study
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What’s Next
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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
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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
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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
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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.