Trip Advisor 2012

60 Million Reasons to Get InvolvedMaking the most of your TripAdvisor® presence

Victoria Delany, Destination Marketing Sales Manager, EMEA

28/09/2011

Kenya Victoria Delany

The 3 powerful forces transforming online travel

Real OpinionsRecent

Relevant to you

ContentAlways AvailableLocation BasedSocially Aware

MobileFriend Graph

SharingConsumption

Social

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TripAdvisor, Inc. 3

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4

z

30 domains in 21different languagesOver 50 million unique monthly visitors worldwide

20 million members worldwide

Over 60 million unbiased reviews and opinions of hotels, restaurants

and attractions

Over 1.5 millionbusinesses reviewed in

Over 100,000 destinations


TripAdvisorTripAdvisor.com

5

Source: ComScore, Jan 2012

• 555,000+ hotels

• 175,000+ attractions

• 780,000+ restaurants

• 100,000+ destinations

• +50 million monthly unique users

• +20 million registered members

• +60 million reviews

• 40 travel reviews & opinions posted every minute of every day

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Source: Comscore January 2012

TripAdvisor Unique UsersTripAdvisor is the Worlds largest travel site with 51.4m Unique Users

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Europe

18.3mNorth

America

16.4m

LATAM

4.5m

APAC

8.9m

Middle East&

Africa

3.3m

Source:

TripAdvisor.com

Kenya on TripAdvisor 7

2010 average monthly pageviews: 1.37 million

2011 average monthly pageviews: 1.55 million

Visual Sciences Jan 2012

Top Markets viewing Kenyan Content

• Great Britain• Italy• Kenya• USA• France

Year Total Page Views % Change YoY2008 6,133,988 n/a 2009 12,423,241 102.53%2010 16,544,331 33.17%2011 18,639,808 12.67%

Source:

TripAdvisor.com

Seasonality of Kenyan Content Pageviews2009 - 2011 stats – TripAdvisor Worldwide IPs looking at Kenya

Visual Sciences Juan 2012

8


2007 launch CIV app on Facebook Platform

Facebook

2007 launch of Cities I Visited App on FacebookFacebook like 2010Instant Personlisation early 20112011 Facebook check-ins…

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Can you remember when you last left your house without your mobile phone…

Mobile usage on social networks in top 5 European countries19% ES, 31% UK, 20% FR, 19% IT & 13% DE (ComScore,June 2011)

Mobile

Amazing content: 60 million reviews and opinions for > 1.2M places

Number 1 free travel app in Apple store in 85 countries

Generated by the world’s largest travel community

TA internal data

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Constant change forces us to move fast

Street View Live View My Saves

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NEW STUFF!!! Mobile City Guides 12

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Tour Screenshots 13

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The power of UGC

Sources: * PhoCusWright’s European Consumer Travel Report Q2 2010; ** Forrester research survey Q1 2011 *** According to a July 2011

PhoCusWright survey of 3,641 respondents. Participants for the study were solicited at random through a pop-up invitation link on TripAdvisor.com.

2011 Forrester Research** - 81% travellers said reviews were important

when deciding which hotel to stay at.

2011 - 83% of respondents usually or always consult TripAdvisor reviews before booking a hotel (PhoCusWright***)

- 75% of travellers said their holiday was better because they used reviews to make sure they picked the best place for them.

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1 2 3 4 5

7% 7%12%

28%

47%Average Score is 4.01Percentage of all ratings, February 2012

Power of The Positive Opinion

TripAdvisor % of all reviews Jfeb 2012

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When booking a hotel, which of the followingwill be your biggest influence of purchasing decision in 2011?

Source: TripAdvisor Traveller Trends Survey – Q4 2011

Budget

Convenie

nce o

f loca

tion w

ithin

des

tinat

ion

Size o

f pro

perty

or r

ooms

Activ

ities

ava

ilable

Family

faci

litie

s av

aila

ble

Trave

ller r

evie

ws

Offici

al s

tar-r

atin

g

Busines

s fa

cilit

ies

avai

lable

Dinin

g qual

ity

Other

0%

10%

20%

30%

40%

50%

UK France ItalyGermany Spain Pan European

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What do the travellers want to see…

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Register on the Management Centre…it’s FREE!

www.tripadvisor.com/owners

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Manage your presence on TripAdvisor

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Should I respond to reviews…

4%

28%

68%

Disagree (1-3)Neutral (4-6)Agree (7-10)

If I was considering two comparable properties, the presence of management responses on one would sway me in its favor.

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YES - Do respond!!

28/09/2011April 10, 2023


Manage your presence on TripAdvisor

3 April 2012


Who is already using UGC…

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DMOs & TA

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Thank you

Victoria DelanyDestination Marketing Sales Manager

Email: [email protected]

28/09/2011

THANK YOU

28/09/2011