Using Disruption to Stay Relevant in the Online Travel World

Using Disruption to stay Relevant in the Online Travel World

Adrian Hands

22.09.15

The Global Online Travel Market

Source: Mozio

Why does TripAdvisor exist?

The Global Hotel Market is forecast to be worth $550bn in 2016

Approx 20% is online now = $110bn Source: Mintel

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REVIEWS AND OPINIONS MILLION

user contributions every minute businesses listed

million

Unique monthly visitors* million

candid traveler photos million

*Source: TripAdvisor log files, average monthly unique users, Q2 2015 5

of travelers say they write reviews because they want to share a good experience with others

74%

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Travelers LIKE sharing

Source: PhoCusWright

Online Reviews DO Impact Bookings

of global travelers say their booking decisions are

impacted by online reviews

of global hotels say reviews are important

for bookings

93% 96%

Source: PhoCusWright 7

of respondents say an appropriate management response to a bad review

improves my impression of the hotel.

87% of respondents say seeing a

hotel management response to reviews makes

me believe that it cares more about its guests.

77%

Source: PhoCusWright

Hotel Responses DO Impact Traveler Decisions

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Facebook Integration

monthly Facebook visitors

of all new reviews come from Facebook-

connected users

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of TripAdvisor members

surveyed say they are more likely to use a business

with a TripAdvisor endorsement on

display

75%

Have you seen a TripAdvisor sticker?

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Mobile & Tablet

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89 App downloads

per minute

195m App downloads

Using Metasearch to Monetise

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Much competition in Metasearch

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(+ dozens other globally)

The Next Disruptor – Instant Book Disintermediating the business

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Instant Book on Mobile Simplifying difficult transaction path

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And after that? ‘In trip’ Recommendations & Booking capability

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Threats?

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Thank You ahands@tripadvisor.com

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