100 Years of Advancing Destinations

The TripAdvisor Travelers’ Choice Awards: Leveraging a Global Phenomenon

Date: June 25, 2015, 2:00pm

As outlined in DMAI’s DestinationNEXT Phase 1 report, DMOs must shift their marketing strategies from merely broadcasting information, to more effectively engaging in two-way conversations with consumers. Technology has effectively rebalanced the travel marketplace and consumer trust of promotional messaging is at an all-time low, elevating the position of peer reviews and crowdsourcing as primary influencers. In fact, 92% of consumers now say they trust peer recommendations more than advertisements.

Consumers and travel professionals now have access to the same information as destination marketers and bypass established legacy travel information channels with multiple intermediaries and hidden commissions. Each year, millions of travelers from around the world share their travel experiences on TripAdvisor. In today’s marketplace, three-quarters of travelers consult TripAdvisor before selecting a destination or hotel.

The TripAdvisor Travelers’ Choice Award Winners are determined based on the quality and quantity of traveler reviews and ratings on TripAdvisor gathered over a 12-month period. Coverage of the winners spans the globe and categories including Destinations, Destinations on the Rise, Beaches, Islands and Hotels all offer the opportunity for a DMO to showcase its destination.

Webinar Takeaways:

  • Winner Exposure on TripAdvisor and Across the World
  • Activating Ambassadors to Spread the Word
  • Leveraging Your Destination’s Recognition
  • Demonstrating the Impact to Elected Officials


Luisa Sholkovitz, Brand Marketing Manager, TripAdvisor
Mark Preston
, Northeast Sales Manager, Destination Marketing, TripAdvisor