SKAL tapahtuma Helsinki Helena Egan Head of Destination

SKAL tapahtuma – Helsinki Helena Egan, Head of Destination Marketing Sales, EMEAA Oct 2011

Helsinki The 3 powerful forces transforming online travel Content Real Opinions Recent Relevant to you 25 September 2020 Helena Egan Social Friend Graph Sharing Consumption Mobile Always Available Location Based Socially Aware

Trip. Advisor Media Group 3 Trip. Advisor. com Helsin Oct 2011 Helena Egan

Trip. Advisor 4 Trip. Advisor. com • +50 million monthly unique users • 520, 000+ hotels • +20 million registered members • 155, 000+ attractions • +50 million reviews • 715, 000+ restaurants • 26 travel reviews & opinions posted every minute of every day • 93, 000+ destinations Source: Com. Score, July 2011 Helsink Oct 2011 Helena Egan

31 Domains in 21 languages – including Swedish Helsink Helena Egan

Trip. Advisor Unique Users Europe North America 20. 4 m 15. 4 m Middle East & Africa LATAM 2. 9 m Source: Comscore July 2011 Helsinki Oct 2011 Helena Egan 3. 4 m APAC 9. 9 m

Oct 2011

Trip. Advisor – Europe Source: Comscore July 2011 Helsinki Oct 2011 Helena Egan

Helsinki Facebook 2007 launch of Cities I Visited App on Facebook 2007 launch CIV app on Facebook Platform Instant Personlisation early 2011 Facebook check-ins… Facebook like 2010 25 September 2020 Helena Egan

Helsinki Augmented reality… • 10 million unique monthly visitors in May 2011 Oct 2011 Helena Egan

Who is looking at Finland? Trip. Advisor. com Top 10 IP markets 2010 average monthly page views 549, 000 2011 average monthly page views 564, 000 Source: Visual Sciences August 2011 Helsinki Oct 2011 Helena Egan

When are they looking at Finland? Seasonality 2010 and 2011 (until August) Source: Helsinki Visual Sciences August 2011 Oct 2011 Helena Egan Trip. Advisor. com

Helsinki Trip. Advisor. com Source: Oct 2011

Helsinki content on Trip. Advisor. com 72 Hotels 2 B&B’s Source: Internal Data Oct 2011 Helsinki Oct 2011 Helena Egan 672 Restaurants 181 Things to Do

The power of UGC 2011 Forrester Research** - 81% travellers said reviews were important when deciding which hotel to stay at. - 75% of travellers said their holiday was better because they used reviews to make sure they picked the best place for them. 2011 - 83% of respondents usually or always consult Trip. Advisor reviews before booking a hotel (Pho. Cus. Wright***) Sources: * Pho. Cus. Wright’s European Consumer Travel Report Q 2 2010; ** Forrester research survey Q 1 2011 *** According to a July 2011 Pho. Cus. Wright survey of 3, 641 respondents. Participants for the study were solicited at random through a pop-up invitation link on Trip. Advisor. com. Helsinki Oct 2011 Helena Egan

Power of The Positive Opinion 45% Average score is 3. 90 27% 9% 8% 1 2 Trip. Advisor % of all reveiws Oct 2010 Helsinki Oct 2011 Helena Egan 11% 3 4 5

When booking a hotel, which of the following will be your biggest influence of purchasing decision in 2011? UK France Italy Germany Spain Pan European Helsinki Oct 2011 Helena Egan us in es s O fa ffi er th al qu g in in D O ity e av a ci lit ci al ie s st ila ar -r at in ev el le rr av Tr B ie n ve n on C Source: Trip. Advisor Traveller Trends Survey – Q 4 2010 bl g s bl ai la av m ily Fa ie w e e lit ie s fa ci ct iv A op Si z e of pr ila av a s iti e ty er ith w n tio bl om s or de in B ca lo ce of ro st ud in. ge t . . 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

What do the travellers want to see… Helsinki Oct 2011 Helena Egan

Register on the Management Centre…it’s FREE! www. tripadvisor. co. uk/owners Helsinki Oct 2011 Helena Egan

Manage your presence on Trip. Advisor Helsinki Oct 2011 Helena Egan

Add your photos & videos Example: Tourism Turkey • 14 videos currently loaded • 55 k video views • Rating of 4. 2 average viewer Helsinki Oct 2011 Helena Egan

Add your details to Traveller Articles Helsinki Oct 2011 Helena Egan

Should I respond to reviews… If I was considering two comparable properties, the presence of management responses on one would sway me in its favor. 4% 28% Disagree (1 -3) 68% Helsinki Oct 2011 Helena Egan Neutral (4 -6) Agree (7 -10)

YES - Do respond!! Helsinki Oct 2011 Helena Egan

Manage your presence on Trip. Advisor Helsinki Oct 2011 Helena Egan

Be active in the forums osted in p s c i p o t 98% of m replied to the foru rs! within 24 h Helsinki FORUMS: Topics: 846 Posts: 3, 028 Helsinki Oct 2011 Helena Egan

John The Finn… Helsinki Oct 2011 Helena Egan

Who is already using UGC Helsinki Oct 2011 Helena Egan

And on the hotel front… Helsinki Oct 2011 Helena Egan

Helsinki Helsingin kampanja Annual sponsorship Competitive targeting Ownership of the Geo Page Events Links Images Videos Etc Helena Egan

Take-aways…. : Note to self ith the new Management w 1. Register ay– FREE! Center tod d videos to n a s o t o h p d 2. Uploa – FREE! Trip. Advisor urage o c n e o t ls o o der t 3. Use remin write reviews – FREE! guests to otification n w ie v e r w e or n 4. Sign up f d to reviews – FREE! and respon t to your n e t n o c r o is v Ad 5. Add Trip ith badges and widgets – website w FREE! Helsinki Oct 2011 Helena Egan

Helsinki Thank you Helena Egan Head of Destination Marketing Sales EMEAA Email: hegan@tripadvisor. com Oct 2011 Helena Egan