TripAdvisor a tool in web

marketing and direct sale

engagement

TRIPADVISOR ADVERTISING
FACTS

The worlds largest travel community TripAdvisor is within the

Top 3 most efficient platforms to generate bookings for hotels,
receiving over 83 million unique visits per month, allows
advertisers to reach consumers while they are most
receptive: during the journey travel planning phase.

Among 3,641 TripAdvisor users surveyed by PhoCusWright

have stated the following:
69% found TripAdvisor reviews to be highly or extremely
accurate;
92% agreed with the statement that TripAdvisor hotel
reviews help me pick the right hotel for my travel needs;
83% usually or always take a look at TripAdvisor reviews
before selecting a hotel.

TRIPADVISOR ADVERTISING
TRIPADVISOR PUSHING FOR BETTER TRAVEL EXPERIENCE - MOBILE

Keeping up with the explosion of mobile usage has been a key goal for travel businesses in
recent years as people increasingly turn to smartphones and tablets for travel information
and booking.
Travel review and metasearch site TripAdvisor, has launched Instant Booking, a feature in its
mobile app and Web site that lets people book hotel rooms through an online travel agency
without leaving the TripAdvisor environment.
TripAdvisor smartphone and tablet downloads had reached 128 million, with nearly half its
traffic coming from mobile devices in the quarter, average monthly unique visitors on mobile
devices climbed 78.5% from a year ago to 141 million.
The Digital Elite are driving the demand for better web content from the travel industry.
They are highly likely to use:

more sophisticated content, often designed specifically for the web shopping experience
interactive maps that explore the destination (65 vs. 60 percent)
downloadable coupons for savings on air tickets, hotel rooms, rental cars and vacation packages (62 vs.
56 percent)
user-generated reviews or commentary from past visitors (58 vs. 47 percent)
websites optimized for mobile (57 vs. 31 percent)
virtual tours of the area (56 vs. 52 percent
an easy-to-use booking feature (76 vs. 72 percent)
photos of the area (76 vs. to 72 percent)
ability to preview room locations

Every Samsung smart phone now comes pre-loaded with the TripAdvisor app, so if you
agree that the future is mobile, TripAdvisor is well positioned from that perspect, at least on
those Samsung devices.

TRIPADVISOR MARKETING CAMPAIGN

Since TripAdvisor is not primarily a booking
engine, advertisement will not only be viewed
by consumers planning their next trip, but it
will also be seen by a specific audience that
is researching safe travel destinations for
their next trip, allowing advertisers to
influence the travel journey process prior to
the consumer making a decision.
Campaigns may be focused according to the
destination (city or country) or targeted
audience or according to a consumers IP.
Costs are highly-competitive; a CPM pricing
structure (1,000 impressions) fluctuates
between US$ 10.00 and US$ 12.00.

TRIPADVISOR MARKETING
CAMPAIGN: IS IT ONLY GOOD FOR THE
TOP HOTEL POSITIONS?

TRIPADVISOR MARKETING
CAMPAIGN: IS IT ONLY GOOD FOR THE
TOP HOTEL POSITIONS?
The quality of the
hotel plays a large
role in the
business received
from TripAdvisor
as is evidenced by
the second graph
based on the ADR.
Cutting prices
doesnt seem to
be a large factor in
customer
satisfaction, at
least not near as
large as quality of
the hotel and its
service.

TRIPADVISOR MARKETING
CAMPAIGN: IS IT ONLY GOOD FOR THE
TOP HOTEL POSITIONS?
The number of
reviews does
not play a big
part in the
bookings
generated as is
evidenced by
this graph.

TRIPADVISOR TRIPCONNECT

The new TripConnect feature on TripAdvisor made it possible to search rates

while you're reading the reviews, it gives travelers the full package while
aggregating all of the available online prices into one list.
Most importantly it helps hotels in a way that customers book their
accomodation with the company directly.

ADVANTAGE
COST EFFECTIVE PPC

The PPC (pay-per-click) works the same way as Google Adwords does. Hotels are able to
set a campaign in TripAdvisor to appear in the search results of the price comparator, your
business will have promoting impressions and be highlighted versus your
competition. Since hotels bid for a position in the search result based on a cost-per-click
fee, using TripConnect a hotel is only charged if a user clicks on the propertys listing in the
search results.

IMPROVES BUSINESS OPERATION

Hotels are able to access a great deal of additional analytical information such as reports
on how potential customers are interacting with their TripAdvisor page.

DISADVANTAGE
ADVANCED INTERNET BOOKING ENGINE

In order to be qualified to use TripConnect properties must be using an advanced Internet

booking engine that has been certified by TripAdvisor such as GuestLeader.

TRIPADVISOR TRIPCONNECT
WHAT YOU SHOULD EXPLORE PRIOR TO ENGAGE IN
TRIPCONNECT

You should analyze if your current TripAdvisors ranking as a Plus

Customer is enough to get direct bookings throughout your website
without paying a PPC campaign.

You should understand that you will still have to fight with OTAs
(Online Travel Agencies) to reach the top spot in the TripConnect best
price listing.

Your hotel could start ranking in the geo search results bringing a lot of
traffic to your page and site, and this could result in high clicks with
lower ROI.

TRIPADVISOR 2014 MEDIA KIT

The best feature of the TripAdvisor media kit is that advertisers may choose
to use
destination content marketing ads on the platforms index page or focus on
users
who were looking for information on specific cities or countries.
AVAILABLE MEDIA ADVERTISEMENT (click for example)
Homepage
Destination Content Targeting
Run of Site (ROS) Targeting
Domain Targeting
Reach travelers on one or more of the many TripAdvisor international sites. Each site is
in the local language to provide a customized travel experience for each market.

Behavior Targeting
Target specific sets of travelers including, but not limited to: Business, Family and
Luxury. Please contact your sales representative for more details.

Synced Ad Units
Two or more ad units that appear together to create a powerful visual impact for the
user.

TRIPADVISOR 2014 MEDIA KIT

TRIPADVISOR MEDIA NETWORK

The TripAdvisor media kit extends to other sites associated with the
TripAdvisor media network.

The run of site is on over 8 high ranked travel sites such as Seat
Guru (a site dedicated to fulfilling the needs of commercial airline
passengers) or Virtual Tourist (a very active and popular online travel
community).

TRIPADVISOR 2014 MEDIA KIT

WHAT IS PAGE RANK?

TRIPADVISOR 2014 MEDIA KIT

SEAT GURU
http://www.seatguru.com/
This is a Page Rank 7 site which means it is highly
popular
Has 6.450 pages indexed on google, 26.900 on Bing
On Alexa is on place 4460 (fromm all world web pages
taking in consideration not all pages is not indexed on
Alexa)
Social :

Facebook likes 20,152

Google Plus 555
StumbleUpon 601,239
Twitter tweets 5,490
Comment: great page, well positioned, it is worthwile
engaging in business with them and it would mean a lot to
have a link on our web page from this site. The quality of its
content is very high.

TRIPADVISOR 2014 MEDIA KIT

VIRTUAL TOURIST
http://www.virtualtourist.com/
This is a Page Rank 7 site which means it is highly
popular
Has 410.000 pages indexed on google, 50.200 on Bing
On Alexa is on place 4211 (fromm all world web pages
taking in consideration not all pages is not indexed on
Alexa)
Social :

Facebook likes 4,007

Google Plus 1,023
StumbleUpon 237,566
Twitter tweets 2,262
Comment: great page, well positioned, it is worthwile
engaging in business with them and it would mean a lot to
have a link on our web page from this site. The quality of its

TRIPADVISOR 2014 MEDIA KIT

SITES TRIPADVISOR PURCHASED AND THROUGH WHICH THE MEDIA KIT
CIRCULATES

In May 2007 TripAdvisor acquired Smarter Travel Media operator of SmarterTravel.com and
BookingBuddy.com; SeatGuru.com; TravelPod.com; and Travel-Library.com.
Also in May 2007, TripAdvisor acquired The Independent Traveler, Inc., publisher of Cruise
Critic.com and IndependentTraveler.com
In February 2008, TripAdvisor acquired Holiday Watchdog, a user-generated travel site in the
U.K. In July 2008, TripAdvisor acquired Virtualtourist, a travel website with reportedly over 1
million registered members and OneTime.com, a travel comparison site.
In July 2008, TripAdvisor acquired a majority stake in FlipKey.com, a vacation-rental
website. In October 2009, TripAdvisor purchased Kuxun.cn, Chinas second-largest consumer
travel site and hotel and flight search engine.
In June 2010, TripAdvisor acquired the United Kingdom's largest independent vacation rental
website, holidaylettings.co.uk.
In July 2011, TripAdvisor announced its acquisition of Where I've Been, a Chicago based
Travel Facebook app for an undisclosed sum.
In October 2012, TripAdvisor announced its acquisition of Wanderfly, a NYC based travel
inspiration website.
In April 2013, TripAdvisor announced its acquisition of Jetsetter, a NYC flash sale site.
In June 2013, TripAdvisor announced its acquisition of GateGuru, a NYC based flight and
airport information mobile app.
In May 2014, TripAdvisor announced its acquisition of La Fourchette, European online
restaurant reservation site.

TRIPADVISOR MARKETING
TOOLS
CURRENTLY SHH USES THE FOLLOWING

Bussiness Listing (special offer, announcements,

slideshow, contact links plus)
TripConnect
Review management
Free marketing tools only TripAdvisor sticker