Staying Ahead - Understanding Your Customers PATA Global Insights Conference 2015

New Zealand on TripAdvisor

o  >17% pageview growth YOY o  Nearly half of NZ businesses have a registered owner/manager on

TA o  83% of NZ accommodations have a TA rating of 3.5 or higher

•  (compared to 67% of US accommodations) •  52% domestic reviews •  48% international traveler reviews

o  9.5% of properties have fresh management responses in past 30 days

TripAdvisor’s influence on the traveler

Source: comScore Path to Purchase Q1 2014

Travel buyers who use TripAdvisor are considerably more active during the path to purchase versus buyers who don’t use TripAdvisor

o  17 travel visits

o  116 page views

o  Taking 90 minutes

o  Involving 10 searches

o  Over an average of 33 days

Transactors who did not visit TripAdvisor Transactors who visited

TripAdvisor

o  42 travel visits (+ 154%)

o  261 page views (+ 124%)

o  Taking 186 minutes (+ 107%)

o  Involving 24 searches (+ 135%)

o  Over an average of 44 days (+ 32%)

Hotels  that  employ  a  ‘virtuous  circle’  outperform  on  TripAdvisor    High  Performing  Hotels  on  TripAdvisor  enable  a  ‘Virtuous  Circle’  of  Guest  

Engagement    1.   Engaging  with  their  property  lis-ng    

•  Verify  as  owner  via  TripAdvisor  •  Respond  to  at  least  25%  of  Reviews  •  Upload  at  least  10  management  photos  

2.   Encouraging  new  reviews    •  Systema-cally  invite  all  guests  to  write  a  

TripAdvisor  review  

3.   Learning  from  review  feedback  •  Ac-vely  monitor  results  •  Review  results  with  opera-onal  teams  •  Enact  changes  based  on  this  feedback  

Engaged  Hotels:    Hotels  with  at  least  1  acBve,  verified  owner;  at  least  10  management  photos;  and  respond  to  at  least  25%  of  reviews  

Highly-­‐engaged  hotels  perform  beKer  on  TripAdvisor  

2  Source:  Atmosphere  Research  Group  analysis  of  TripAdvisor  data    

SystemaAcally  encouraging  reviews:    PrompBng  every  guest  post  stay  via  email  to  write  a  review  on  TripAdvisor  

Highly-­‐engaged  hotels  that  encourage  reviews  do  even  beKer  

More  Page  Views  on  TripAdvisor  

More  TripAdvisor  clicks  

More  Reviews  on  TripAdvisor*  

*Increase  in  reviews  aGer  launching  review  collec-on,  based  on  avg.  monthly  reviews    

Moving Beyond Reviews

Personalized Hotel Search

Vacation Rentals

750k

Restaurants

2.7M

Attractions

530K

•  190MM app downloads •  50% of TripAdvisor traffic through

mobile •  Full functionality plus:

o  Offline maps and downloadable guides

o  “Near Me Now” functionality to find great local attractions and restaurants

o  Location-sensitive search

Key Features:

Improving Travel with the Smartphone

How and when travelers use mobile

More  likely  to:    •  Look  at  menus  &  restaurants  •  Book  restaurants  •  Use  map  browsing—map  usage  is  3x  higher  in  des-na-on  mode    

•  Have  higher  usage  rates  with    a  lot  more  page  views  per  user  per  day  

More  likely  to:    •  Look  at  hotels  •  Book  hotel  &  aSrac-ons  •  Look  at  the  points  of  interest  in  a  list  view  (to  compare  by  ranking  or  price,  etc)  

In  planning   In  des-na-on  

Planning vs. In Destination Showing Most Relevant Locations to the User

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Near  Me  Now  •  Find  best  nearby  algorithm  to  take  into  account  ranking  as  well  as  distance  

•  Ranking  visually  shown  on  map  

 

Much improved map experience

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Improved  Maps  •  Na-ve  maps  •  Much  faster  loading  and  showing  results  

•  Map  based  browsing,  especially  for  the  “Near  Me  Now”  experience  

 

UI Considerations – Planning vs In Destination Different modes of navigation

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NavigaBon  •  Turn  by  turn  direc-ons  for  longer  distance/  driving  

•  Point-­‐Me-­‐There  to  give  sense  of  direc-on  while  in  city  

 

Evolved to Offer Powerful Booking Tools

Close to the money

“Wisdom of Crowds”