From predawn to developing period ~The Value of review become stronger on the market～
Takashi Kato
Self Introduction Takashi Kato Sr.Marketing Manager at TripAdvisor Japan [Academic Ground] Keio University [Past career] -Web Store Manager at Lenovo Japan -Advertising Program Manager at Microsoft (MSN) -Assistant Product Manager at Amazon.co.jp -Mutual Fund consultant at Japanese Domestic company
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TripAdvisor : the world's largest travel site
60 million unique monthly visitors (comScore July 2012)
36million Registered Member #
75million Reviews and opinions More than 60 new contributions are posted every minute. Listing Contentsďźš116,000+ destinations, 680,000+ hotels, 250,000+ attractions , 1,000,000+ restaurants 18,000,000 pictures have been posted. Source: Comscore Jul 2012
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TripAdvisor: Monthly Unique User The world’s largest travel website 0 TripAdvisor Media Group TripAdvisor Booking.com Expedia Qunar Hotels.com Yahoo! Travel Ctrip.com International Kayak.com Network Priceline Agoda Indian Railways HomeAway Southwest Airlines Co. Ryanair TUI Orbitz Hotwire eDreams About.com Travel MakeMyTrip Deutsche Bahn
10,000
20,000
30,000
40,000
50,000
60,000
70,000 74,975
60,772 48,493 38,838 26,520 21,723 20,644 19,901 15,915 14,007 12,744 12,469 12,067 10,501 10,133 9,571 9,332 9,159 8,926 8,883 8,340 8,108
Source: Comscore Jul 2012
80,000
TripAdvisor: Monthly UniqueUser by area TripAdvisor is the Worlds largest travel site with 60.7m Unique Users
Europe
North America
24.6m
17m Middle East & Africa LATAM
3.5m
Source: Comscore Jul 2012
3.1m
APAC
9.8m
TripAdvisor JP TripAdvisor has now risen to be the 6th biggest site 0 Jalan Rakuten Travel Yahoo! Travel ANA (All Nippon Airlines) Japan Airlines TripAdvisor 4 Travel Mapple JTB Rurubu.com HIS Rurubu.Travel Ekikara Travel Tokyo Disney Resort Japan Railway Hotel Story Hankyu Travel Nippon Travel Agency Arukikata Agoda KNT Sites Jet Star Expedia Source: Comscore Jul 2012
1,000
2,000
3,000
4,000
5,000
6,000 6,232
5,362 4,189 2,437 2,119 1,950 1,932 1,837 1,736 1,649 1,485 1,443 1,370 1,256 1,223 1,222 1,105 971 903 888 858 671 653 619
TripAdvisor is:
+7% of the travel market +13% YoY
7,000
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Review and Travel
Key for Review business
Collect Review
Show Review
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Q. What type of site do you check on product purchase (%) 70
60
50
40
30
20
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0
Corporate site
Review Site
Portal
SNS
Blog
others
DIMSDRIVE “questionnaire for Travel”2012
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Information Channel for travel
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30%+ of travelers create their travel plan with review site. Also there are same level of travelers who would refer the review from friend or family. It means the review became one of the key for decision making on travel. Information Channel for travel Travel information site Guidbook/ Travel Magazine TV program Review site on internet Review by neighbor/family/friend News Article on Internet Inshopment Travel Agencies NewsPaper Broushure and insipment at station The other books/magazin Train Advertsement FreeMAgazine blog no refer Outdoor Advertisement SNS Radio The other 0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
DIMSDRIVE “questionnaire for Travel�2012
60.00%
Paradigm shift on Review
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For wide range of industry, review became one of the key factor to decision making on purchase. As a result “no posted Review” doesn’t mean neutral, but “Not popular” with negative feeling. To acquire competitive power, it’s important to get more good review.
Existing Value
New explanation
Plus Positive review
Impression for Purchase
Positive Review
No posted Review No posted Review
Minus
Negative Review
Review Collection become to key initiative.
Negative Review
But‌ Of course, there may be negative review posted. I believe much company hesitate to deal with reviews because they would not like to touch negative reviews. Advice ďƒ˜ Typical Response is important. We support the hotels on owner response with various materials.
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Trip Advisor Business
Business Model
Reviews
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Money?
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Travel Experience and Trip Advisor Decision support on Travel Plan
Look for the plan through the commerce link
Travel
Post the review
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Key Initiatives Traffic Acquisition – SEM – SEO – Affiliate – SNS (Facebook Twitter) – 【Retention】Retargeting/CRM Mail etc Improve Site Usability – Information Quality – Interface Review Collection
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Strength and Challenge in Japan Strength We have support from Global team on knowledge and platform We have typical organization to check fraud review and handle moderation.
Challenge The most biggest in the world, but in Japan Still much person has allergy for review business Branding for long term business have some difficulty on communication point. etc‌
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Local Brand Communication steps
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There are still much people don’t know TripAdvisor. I think, at first we should improve visibility, and also keep on improve our translation and message. From next page, I prepared two of suggestions to increase Visibility.
People doesn’t know TripAdvisor Increase Visibility
Know TripAdvisor but don’t use Translation Message
TripAdvisor User
Advertisement - Scheme
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OFF LINE
TV Radio
Adorsement Flyer
Sticker
Newspaper
Train/Outdoor
Plaque
Portal Banner
Ad Network
ON LINE
Magazine
External E-mail
Mass
Expand Channel
Affiliate
Retargeting SEM
Segmented
Conclusion
Collect Review
Show Review
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Thank you