Client
Tripadvisor

Deliverables
Infographics, blog posts

Overview
These infographics were created to drive the biggest press pushes for the B2B side of Tripadvisor. My first year, I was pulled in to punch up infographic copy and fine tune the narrative. For the following years, I became the marketing team’s lead for identifying trends, crafting narratives, converting them into share-worthy infographics, and more.

Challenges

Finding useful and compelling industry trends, based on the world’s largest travel survey

Missing relevant local findings for key markets, both for media hits and for sales support

Lacking trends specific to key demographics most valuable to hoteliers

Satisfying frustrated hoteliers who wanted to see more value out of working with Tripadvisor

Solutions

Spotting the all-up big picture by combing through global data from 30,000-60,000 survey respondents

Identifying national and regional trends, including key outliers, in local slices of data

Expanding follow-on content to include spotlights on Millennials, business travelers, and social travelers

Spinning out actionable hospitality marketing tips that mapped back to Tripadvisor products when possible