HSMAI - July 2016 Priyanka Gargav Singapore More than 80% of users - PowerPoint PPT Presentation

HSMAI - July 2016 Priyanka Gargav Singapore

More than 80% of users feel that TripAdvisor reviews help them feel more confident in their travel decisions and have a better trip Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. May 2015

TripAdvisor The World’s Largest Travel Site 340M 340M Monthly Unique Users TRIPADVISOR INFLUENCES: 8% 8% 230 230 of all domestic bookings* 13% 13% 55-day Contributions every minute path to purchase of all international bookings* All users come with a different SEARCH BOOK PLAN intent * Global Economic Impact Study – June 2016

TripAdvisor Highlights First ever traveler review is TripAdvisor TripAdvisor posted on launches introduces TripAdvisor Vacation first Instant Rentals are Restaurants iPhone app Booking on added to the added to the mobile site site for the first time 2001 2002 2004 2009 2010 2013 2014 Today TripAdvisor acquires Hotel price TripAdvisor comparison forums are launches Partners with created and Popularity Facebook Index launched, A flights ranking TripAdvisor search properties reaches feature is according to 340 million launched traveler Unique on the site feedback monthly users 4

Reserve a restaurant everywhere Through the acquisition of a number of leading restaurant reservation companies, users can now reserve over 200,000 restaurants through TripAdvisor. 5

Access Local Tours and Attractions • The Viator acquisition positioned TripAdvisor as the world’s largest tours & attractions marketplace • Over 32,000 attractions are now bookable on TripAdvisor.

Vacation Rental Expansion TripAdvisor Vacation Rentals is a global leader in the space with nearly 800,000 rental properties listed – 70% of which are bookable online.

TripAdvisor Media Group (TAMG) TripAdvisor, Inc. (NASDAQ: TRIP) manages and operates websites under 24 other travel media brands

LEADER IN GLOBAL TRAVELLER KNOWLEDGE

From Look to Book and Experience Week -20+ “Not Yet Ready” Awareness Week -16: Already thinking • 5 Destinations Not planning… • 0 Hotels about next trip! but open to inspiration Advocate Consideration Reviews, Starting Facebook, the process Week -12: WoM • 3 Destinations • 6 Hotels Experience Comparison Book Additional Actively Week -4: on vacation Activities • 1 Destination Short list of • Restaurants • 15 Hotels hotels Booking • Attractions • Tours, etc. Flight -> Hotel Week 0 • Booked *Source: Comscore’s Path to Purchase study; Mar 2016

A Typical TripAdvisor User (Asia) Young professionals • 45% are 25 to 34 years old Tech savvy • TripAdvisor – 72% access the internet via a mobile phone Highly educated • 50% has a bachelor degree & 20% a masters or above Mid to high income • 22% earn between USD $2,000 & USD $5,000 per month • 15% earn USD $5,000 or above per month *Source: Effective Measure & TripAdvisor internal data

MOBILE IS CHANGING BUYING BEHAVIOUR

APAC Mobile Update of the world’s smartphone users 50% estimated to be in APAC Global mobile traffic will 40% originate from APAC Source: European Travel Commission

LEADING THE INDUSTRY ON MOBILE WORLD’S MOST DOWNLOADED TRAVEL APP* 315 MILLION OPTIMIZED USER EXPERIENCE ON ALL DEVICES HALF OF ALL TRIPADVISOR TRAFFIC IS MOBILE AND TABLET 14 Source: Distimo study of mobile app downloads in the travel sector for the period of January 1, 2012 to March 31, 2014, based on downloads and device installs. Source: comScore Media Metrix for TripAdvisor Sites, worldwide, February 2016; Source: TripAdvisor log files, Q1 2016

HOW DO I IMPROVE MY HOTEL’S RANKING

Key factors that influence your popularity QUANTITY RECENT REVIEWS QUALITY

4 factors that drive the most engagement Management Responses = Increased Booking Enquiries Number of photos Total number of reviews Number of reviews in the past year Management Response in the past year *TripAdvisor study – September 2014 The factors that drive the most traveler engagement on hotel or B&B pages: ( ranked by level of impact on traveler engagement )

The “Virtuous Circle” of Guest Engagement Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015

Hotels that ask for reviews perform better Systematic review collection amplifies “Virtuous Circle” benefits Highly engaged hotels that prompt every guest to write a review with tools like the TripAdvisor Review Collection Platform see: Up to 80% more reviews per month over previous numbers o POP ranking visibility to 3 of every 4 travelers exploring their markets o Other key performance metrics of highly engaged hotels using RCP: +32% +25% +40% CLICKS PER AVERAGE AVERAGE MONTH TO CPC CLICKS PAGE VIEWS HOTEL WEBSITE PER MONTH PER MONTH Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015

Best practices for responding to reviews o Send a review solicitation to all guests o Sign up for review notification emails o Respond promptly o Say ‘thank you’ for the feedback o Be original in your reply o Highlight the positive o Address any specific comments o Be polite and professional

Using review content to improve your business Note the positives & ensure the team in your hotel are aware of the o positive feedback Collate a list of negative feedback & develop an action plan to o address this feedback Praise & if appropriate reward team members who are o acknowledged in reviews Review the feedback in your weekly / monthly management o meetings Work closely with your TripAdvisor account manager to optimise your o listings

THANK YOU!