Tim Schofield, from Tripadvisor, the world’s leading travel site and number one trusted source of information for travelers, will share valuable experience and insight. Learn how you can take advantage of their website to your best advantage, including how to manage online listings and reviews.

2. PEOPLE MAKE GLASGOW : REMARKABLE
Tim Schofield, Tripadvisor

3. Glasgow Summer 2014

4. o TripAdvisor Profile
o TripAdvisor Reach
o User Engagement
o Glasgow Content
o TripAdvisor for Business Management Centre – Engaging Users
o Key Learnings
Contents

5. World’s largest travel site
We help travelers around the world
plan and have the perfect trip!

7. TRIPADVISOR REACH

8. TripAdvisor Reach
The World’s Largest Travel Site
43 Domains in 26 Languages

9. TripAdvisor Reach
The World’s Largest Travel Site
NORTH
AMERICA
23%
LATAM
9%
EUROPE
43%
MIDDLE
EAST &
AFRICA
4%
APAC
21%
Source: comScore April 2014

10. TripAdvisor Reach
• * Source: Google Analytics, average monthly unique users, Q1 2014; does not include traffic to daodao.com
user contributions
every minutebusinesses listed
million
Million
Destinations are on
the site
thousand
*
Unique
monthly
visitors

11. TripAdvisor Reach
Average rating of
global reviews
million
Downloads of our
apps
million
Traveller photos
submitted
million
reviews
and
opinions
are live on
our site

12. USER ENGAGEMENT

13. TripAdvisor User Engagement
The Vast Majority of Reviews are Positive
Percentage of all ratings, December 2012

14. TripAdvisor User Engagement
Impact of Social Media on Destination Websites
Source: *Benchmarking the impact of Social Media on Tourism Websites
PhoCusWright November 2012
Most social media traffic
comes from four sources:
Facebook, TripAdvisor,
Twitter and Pinterest
2-7% of total website visits are generated
directly from social media.
TripAdvisor drives more consumers (on
average), who spend more time and view
more pages.
While most social visitors are
focused at the task at hand,
visitors from TripAdvisor are
still searching for information.

15. TripAdvisor User Engagement
The World’s Largest Travel Site
TripAdvisor Global Research Panel: May 2012
HOW USERS DECIDE WHERE TO GO
76% use TripAdvisor to research multiple destinations
75% have a general region in mind and use TripAdvisor
to compare destinations
40% recall booking a different destination

16. GLASGOW CONTENT

17. TripAdvisor – Glasgow Content
The World’s Largest Travel Site
o Hotels – 90
o B&B’s and Inns – 36
o Holiday Rentals – 305
o Restaurants – 1,732
o Attractions – 456
o Reviews – 189,816
o Forum Topics – 29,153

18. Top 20 Markets Viewing Glasgow
o In the last 12 months, the Scottish market
made up 34% of all views on TripAdvisor
o England is the largest market viewing Glasgow
content, followed by the US and Canada
o Brazil, Iceland and Norway had the fewest
views of Glasgow out of the 20 largest
international markets
69.6%
25.6%
8.5%
6.4%
5.3%
4.7%
4.7%
4.4%
4.1%
3.0%
2.9%
2.5%
1.9%
1.7%
1.3%
1.3%
1.3%
1.2%
1.1%
1.0%
England
United States
Canada
Australia
Ireland
Germany
Spain
France
Italy
China
India
The Netherlands
New Zealand
Singapore
Northern Ireland
Japan
Switzerland
Brazil
Iceland
Norway
Top 10 TripAdvisor Market* Top 20 TripAdvisor Market
34%
66% Scotland
All Others
*In terms of total TripAdvisor page views in the last 12 months
Source: TripAdvisor Internal Site Data

19. Top 20 Destinations Viewed by Glasgow
o In the last 12 months, Glasgow got 28% of the
Scottish market views on TripAdvisor
o Outside of Scotland, Spain received the most
views from Glasgow, followed by England and
the US
o Glasgow show less interest for countries such
as Tunisia and Croatia
29%
13.6%
11.5%
6.4%
6.0%
4.8%
4.8%
4.0%
3.5%
2.8%
2.3%
2.2%
2.2%
1.9%
1.7%
1.6%
1.4%
1.4%
1.1%
1.0%
Spain
England
United States
Turkey
Italy
Greece
France
Portugal
Northern Ireland
Ireland
Caribbean
Egypt
Mexico
Thailand
The Netherlands
Germany
Cyprus
United Arab Emirates
Tunisia
Croatia
Top 10 TripAdvisor Country* Top 20 TripAdvisor Country
28%
72% Scotland
All Others
*In terms of total TripAdvisor page views in the last 12 months
Source: TripAdvisor Internal Site Data

20. % Growth in Share of Glasgow Views
o Year over year, China and New Zealand not
only represent a large portion of TripAdvisor’s
total Glasgow views, but the share of their total
audience with one or more views of Glasgow
also grew significantly
o However, 12 out of the 20 largest countries
viewing Glasgow made up a lower share of
views in the last 6 months versus the same
period the year before, such as Brazil, Italy and
Poland
*In terms of total TripAdvisor page views in Dec 2012 - May 2013 vs. Dec 2013 - May 2014
Source: TripAdvisor Internal Site Data
Top 10 Market*, Glasgow growing share
Top 20 Market, Glasgow growing share
Top 10 Market, Glasgow losing share
Top 20 Market, Glasgow losing share
+122%
+67%
+55.4%
+48%
+38%
+7%
+4%
+4%
-2%
-3%
-7%
-12%
-13%
-18%
-20%
-20%
-24%
-26%
-39%
-47%
China
New Zealand
Singapore
India
Spain
United States
Australia
Ireland
Canada
Japan
Germany
Belgium
Switzerland
The Netherlands
France
Norway
Sweden
Brazil
Italy
Poland

21. Top Other Destinations Viewed
Source: TripAdvisor Internal Site Data, Jan – May 2014
The data below reflects the top 10 Countries and top 10 Cities viewed by users who also viewed Glasgow
20.9%
9.7%
7.2%
6.7%
4.0%
3.6%
3.6%
3.2%
2.5%
2.4%
United States
Spain
Italy
France
Canada
Ireland
Germany
Greece
Caribbean
Australia
o The country viewed most by users who also viewed Glasgow content was the United States, followed
by Spain and Italy
o Likewise, the international city viewed most by users only who also viewed Glasgow content was New
York City, followed by Paris and Dublin
Countries
15.9%
7.4%
2.4%
2.2%
2.1%
2.1%
1.8%
1.8%
1.8%
1.7%
Edinburgh, UK
London, UK
Aberdeen, UK
Paisley, UK
Stirling, UK
Manchester, UK
East Kilbride, UK
Ayr, UK
Inverness, UK
Renfrew, UK
Domestic Cities
5.5%
4.1%
3.4%
3.3%
2.9%
2.9%
2.7%
2.6%
2.6%
2.4%
New York City, US
Paris, FR
Dublin, IE
Amsterdam, Nl
Orlando, FL, US
Barcelona, ES
Rome, IT
Benidorm, ES
Las Vegas, NV, US
Dubai, UAE
Int’l Cities

22. Top 20 Markets Viewing Glasgow On Mobile
o Of the top 20 countries China, Ireland
and The Netherlands have the highest
share of Glasgow views from either a
mobile device or a tablet
o A full 63% of views of Glasgow content
from China come from mobile devices,
while 19% of all Glasgow views on
TripAdvisor from Ireland and Australia
are on a tablet
* In terms of total TripAdvisor page views in the last 12 months
Mobile Tablet
63%
22%
21%
28%
12%
19%
20%
21%
15%
15%
15%
10%
13%
15%
9%
14%
11%
10%
12%
6%
6%
19%
13%
6%
19%
13%
10%
8%
11%
10%
9%
14%
11%
8%
14%
8%
8%
9%
4%
8%
69%
41%
34%
34%
32%
31%
30%
29%
26%
25%
24%
24%
24%
23%
23%
22%
19%
19%
16%
14%
China
Ireland
The Netherlands
Japan
Australia
Norway
Sweden
Italy
United States
Switzerland
Brazil
Iceland
Spain
Singapore
Canada
Germany
France
Belgium
India
New Zealand

23. Mobile Is Replacing The Desktop in 2014
o Many countries began to show a strong
shift into use of mobile devices to
research Glasgow in 2013 – 2014, with
China, the US and India showing the
highest shifts
o Ireland, New Zealand and Germany
have the highest relative growth in using
tablets researching for Glasgow
destinations
* In terms of total TripAdvisor page views in Dec 2012 - May 2013 vs. Dec 2013 - May 2014
Source: TripAdvisor Internal Site Data
+831%
+113%
+109%
+72%
+64%
+59%
+48%
+34%
+20%
-8%
China
United States
India
Canada
Spain
Germany
Australia
Ireland
Italy
The Netherlands
Glasgow Page Views on
Mobile
+367%
+205%
+146%
+112%
+110%
+105%
+96%
+79%
+77%
+69%
Ireland
New Zealand
Germany
Canada
France
Spain
United States
Australia
Singapore
The Netherlands
Glasgow Page Views on
Tablet

24. TRIPADVISOR FOR BUSINESS MANAGEMENT CENTRE – ENGAGING USERS

25. TripAdvisor User Engagement
TripAdvisor - The World’s Largest Travel Site
Your Overview

26. www.tripadvisor.co.uk/owners
Find Your Listing
TripAdvisor - The World’s Largest Travel Site

27. Manage Your Listing
TripAdvisor - The World’s Largest Travel Site
Free to use Tools

28. Review Express
TripAdvisor - The World’s Largest Travel Site
Generate More Reviews

29. www.tripadvisorinsights.com
TripAdvisor - The World’s Largest Travel Site

30. www.tripadvisorinsights.com
TripAdvisor - The World’s Largest Travel Site

31. www.tripadvisorinsights.com
TripAdvisor - The World’s Largest Travel Site
of global travellers say their
booking decisions are
impacted by online reviews
of global hotels say
reviews are important
for bookings
93% 96%
*Source: TripBarometer by TripAdvisor, an online survey conducted in Dec. 2012 – Jan. 2013 with 35,042 participants from 26 countries

32. TripAdvisor – Glasgow Content
The World’s Largest Travel Site
o 77% of all Glasgow
Accommodations have
Registered Owners
o 70% are TripAdvisor Bubble
Rated 3.5 or above
o 74% of properties have been
reviewed in the last 30 days
o 28% of reviews have had
management responses in the
last 30 days

33. www.tripadvisorinsights.com
TripAdvisor - The World’s Largest Travel Site
Click here for video detailing Best Practice guidance

34. KEY LEARNINGS

35. Key Learnings
• * Source: Google Analytics, average monthly unique users, Q1 2014; does not include traffic to daodao.com
• ** Source: Benchmarking the impact of Social Media on Tourism Websites, PhoCusWright November 2012
• *** Source: TripAdvisor Global Research Panel 2012
TripAdvisor - The World’s Largest Travel Site
o 260M Unique Monthly Visitors*
engaging with 150 Million reviews and
opinions for 4 Million businesses listed
across 41 domains in 24 different
languages
o On average users spend five minutes
and ten seconds on a tourism website
when linking from TripAdvisor. That’s
over three minutes longer then when
they link from Facebook or Twitter.**
o 76% of our users come to TripAdvisor to
compare destination content. 41% of
those users recall booking a different
destination to the one they originally
planned.***

36. Key Learnings
TripAdvisor - The World’s Largest Travel Site
o 74% of properties in Glasgow have
been reviewed at least once in the last
30 days
o Registering as a business owner is free
of charge – As are the marketing tools
that come with it
o Driving more reviews is easier with
Review Express and monitoring and
responding to these reviews with
Management Responses will deliver
more trust for your business in the eyes
of our users

37. What Our Clients Say
William Price
Global E-Marketing Manager
South Africa Tourism
“There’s no doubt that
#TripAdvisor is the largest
Destination Marketing
Organisation in the world,
and that is why we partner
with them!”