Revolucionando la promoción turística en el mundo online. Octubre 2015

Transcription

1 Revlucinand la prmción turística en el mund nline Octubre 2015

2 Travellers Lking Fr Inspiratin & Ideas Time fr yu t influence and guide their decisins

3 TRIPADVISOR: THE LEADER IN TRAVELLER KNOWLEDGE

4 POWER OF COMMUNITY & REVIEWS 35% 30% 25% 20% 15% 26% 28% 25% 32% 21% 24% 30% 30% TripAdvisr 20% 20% 26% 24% 33% 82% Amazn 79% 28% Mumsnet 21% 74% 10% 5% 0% Yes, if there are multiple custmer Reviews t read Yes, if I believe the reviews are authentic Yes, fr sme types f business, n fr thers LinkedIn 69% 13% Persnal blg 67% N Pinterest 61% Ggle+ 56% 88% Twitter 55% Brand/business blg 54% f cnsumers say they trust Instagram nline reviews 49% as much as persnal recmmendatins Facebk 46% Surce: Phcuswright/TripBarmeter/CIM & YuGv

5 TripAdvisr: The Wrld s Largest Travel Site Over 6,000 unique users lking at reviews every secnd f every day 1 M I L L I O N Reviews & Opinins 3 5 M I L L I O N Reviews & Opinins O V E R 1. 5 M I L L I O N Businesses Listed M I L L I O N Reviews & Opinins 2005 G O E S L I V E M I L L I O N M O N T H LY Unique Visitrs 7 5 M I L L I O N Reviews & Opinins 5 0 M I L L I O N M O N T H LY Unique Visitrs *Surce: Ggle Analytics, wrldwide data, average mnthly views Q des nt include traffic t dada.cm / TripAdvisr internal data

6 Frm lk t bk n TripAdvisr Bk Additinal Activities Restaurants Attractins Turs, etc. Already thinking abut next trip! Experience Actively n vacatin Advcate Reviews, Facebk, Wrd f muth Awareness Nt planning but pen t inspiratin Week -20+ Nt Yet Ready Cnsideratin Starting the prcess Week -16: 5 Destinatins 0 Htels Week -12: 3 Destinatins 6 Htels Main windw f pprtunity fr Inspiratin. Higher funnel activity where a user can be influenced t change destinatin/ Airline/Htel etc... Bking Cmparisn Week 0 Bked Flight -> Htel Shrt list f htels Week -4: 1 Destinatin 15 Htels Mre tactical, ften price specific targeting

7 Glbal Interest in Gran Canaria Cntent The number f the internatinal sessins viewing Gran Canaria cntent n TripAdvisr has grwn rapidly in 2014 vs 2013 Overall the traffic has grwn by 20% YY Glbal Sessins viewing Gran Canaria Cntent Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nv Dec Surce: TripAdvisr internal sessin data

8 Gran Canaria Prvince Destinatin Views By Device Type Internatinal IPs Only Desktp usage remains strng while activity n Mbile and Tablet web and app cntinue t grw Tablet Web Tablet App Mbile Web Mbile App Desktp Surce: TripAdvisr internal sessin data

9 Hw t mesure Online Reputatin n a Destinatin?

10 GRAN CANARIA MARKET OVERVIEW

11 Gran Canaria n TripAdvisr Htels & Accmmdatins 546 Things t D Restaurants 630 Tpics Discussed in Frums Traveler Phts

12 GRAN CANARIA REVIEW SCORES 2015 vs Accmmdatins Eateries Attractins 4.14 vs vs % f ttal reviews in 2014 Already wrte in 2015!!! 4.35 vs. 4.33

13 Tp 20 Markets Viewing Gran Canaria in 2014 Gran Canaria Cntent: Dmestic vs. Internatinal United Kingdm Germany 8.4% 47.3% Italy France Ireland Sweden 5.2% 4.7% 4.2% 4.1% 78.5 % 21.5 % 74.4 % 25.6 % Nrway 3.8% United States The Netherlands 2.5% 2.4% Dmestic Users Internatinal Users Belgium Switzerland Denmark Finland 2.1% 2.0% 1.6% 1.6% In 2014, users in Spain made up 25.6% f all dmestic views n TripAdvisr, up frm 21.5% in 2013 an extreme high but indicating increasing internatinal interest Pland Russia Prtugal 1.4% 1.0% 0.7% United Kingdm is the largest internatinal market viewing Gran Canaria destinatins, fllwed by Germany and Italy. Austria China Canada 0.6% 0.4% 0.4% Cuntries such as China, Canada and Mexic had less than 0.5% each f views f Gran Canaria cntent Mexic 0.3% *In terms f ttal TripAdvisr sessins in 2014 Surce: TripAdvisr Internal Site Data

14 Tp 20 Markets Viewing Gran Canaria On Mbile China 81% 2% 17% Spain 47% 16% 37% United Kingdm Ireland The Netherlands United States Nrway 31% 34% 24% 35% 21% 27% 23% 26% 14% 27% 42% 43% 51% 51% 52% Of the tp 20 cuntries China, Spain and the United Kingdm have the highest share f Gran Canaria views frm either a mbile device r a tablet Italy Sweden Denmark Switzerland Germany 32% 24% 16% 23% 23% 15% 22% 29% 18% 16% 53% 54% 56% 59% 61% A full 47% f views f Gran Canaria cntent frm Spain cmes frm mbile devices, while 27% f all Gran Canaria views n TripAdvisr frm the United Kingdm are n a tablet Austria 22% 16% 62% Finland 15% 21% 64% Canada 16% 20% 64% France 16% 19% 65% Belgium 12% 22% 67% Russia 16% 16% 68% Prtugal Pland 16% 14% 10% 9% 70% 81% Mbile Tablet Desktp * In terms f ttal TripAdvisr page views

15 CE s Gran Canaria Accmdatin Accmdatins 126 Hall f Fame

16 CE s Gran Canaria Restaurants and Eateries 11 Restaurants & Eateries Hall f Fame

17 CE s Gran Canaria Attractins 88 1 Attractin Hall f Fame

18 Share the great f yur destinatin

19 19