Presented by

Christian Becker

TripAdvisor:

How reviews influenceconsumer purchases

5/14

2

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Core areas: HOTELS, RESTAURANTS, ATTRACTIONS, DESTINATIONS

335,000+attractions

1,100,000+accommodations

1,695,000+restaurants

134,000+destinations

17,000,000+candid photos

260

user contributions every minute

unique monthly visitors*

million

150reviews and opinionsmillion

*Source: Google Analytics, worldwide data, July 2013

60TripAdvisor membersmillion

90+

Travel Paths – Plan and book phase

Travellers, who use TripAdvisor are considerably more active during the path to purchase

UK transactors who visited TripAdvisor interacted in the following way on their way to transacting:

62 travel visits (+ 297% vs. non-TripAdvisor visitors)

Consisting of 396 page views (+ 230%)

116 TripAdvisor page views

Taking 230 minutes (+ 139%)

Involving 57 searches (+ 315%)

Over an average of 53 days (+ 51%)

UK transactors who did not visit TripAdvisor interacted in the following way on their way to transacting:

16 travel visits

Consisting of 120 page views

Taking 96 minutes

Involving 14 searches

Over an average of 35 days

Reviews are influential

of global travellers say reviews are influential when choosing where to book89%

of global hoteliers say reviews are influential in generating bookings96%

Source: TripBarometer by TripAdvisor, April 2014 * Data was collected February – March 2014, based on an online survey of 10,370 representatives from accommodations in the TripAdvisor database, weighted equally by country, and 50,637 TripAdvisor website users and Ipsos online panelists who have researched their travel plans online in the last year, weighted to the known profile of the online population. Further details can be found in the TripBarometer global report.

Booking.com

TripAdvisor Media Group

TripAdvisor

eDreams

Expedia

Ryanair

Trivago Sites

EasyJet

Opodo

Hotels.com

Air France-KLM Group

Lastminute

HolidayCheck

Skyscanner Sites

Kayak.com

Zoover Sites

Routard

British Airways

Accor

Late Rooms

Thomson

Thomas Cook

Avis Budget Group

Lonely Planet

Europcar

0

0

0

0

0

0

0

0

0

0

0

0.0392790551629704

0

0

0.243219663792913

0.0676303153309242

0

0.0304609377999139

0

0.0395119576665088

0.109393828137865

0.0667060405219246

0

0.158056916828898

Unique monthly users - Europe

7Source: comScore, February 2014

TripAdvisor Media GroupTripAdvisor

1 2 3 4 5

5% 5%

12%

30%

48%

TripAdvisor reviews are largely positive

Average Score is 4.12Percentage of all ratings, January 2014

How travelers find hotels

With a Business Listing

Direct contact details on the TripAdvisor property page

Flexible display options:

• Hotel website

• Phone number

• E-mail hotel

• Hotel deals

• Hotel packages

• Virtual tour

1

Special Offer & Announcement Email Hotel

Hotel websitePhone number

Special Offers – attract additional consumers2

44%of travellers find Special Offers important when choosing an accommodation

Source: TripBarometer by TripAdvisor, April 2014 * Data was collected February – March 2014, based on an online survey of 10,370 representatives from accommodations in the TripAdvisor database, weighted equally by country, and 50,637 TripAdvisor website users and Ipsos online panelists who have researched their travel plans online in the last year, weighted to the known profile of the online population. Further details can be found in the TripBarometer global report.

Special Offers: Property page

All pop-ups include property contact details to encourage travellers to act on your promotion.

1 At an additional cost

• Direct reservation line accessible with a touch of the screen.

• Available in 21 different languages.

• Compatible with all major mobile phones and smart phones.

• MOBILE UPGRADE: For an extra fee, put your Special Offer in front of millions of additional unique monthly users.

• Remember: Special Offer display on TripAdvisor websites is included with the standard Business Listing subscription

Show your Special Offer on TripAdvisor mobile site and app13

A Powerful New Way to Maximise Direct Bookings

A link on your TripAdvisor profile features your rates and availability — sending travellers directly to your online reservations centre.2

4

2 Hotel must partner with certified Internet Booking Engine

How it works

Travellers see and click on your link on your TripAdvisor page

Travellers go directly to your website’s booking page, where they

can easily convert into direct bookings

Take control of your reputation on TripAdvisor

• Encourage and respond to reviews

• Manage your TripAdvisor page

• Download free widgets to add to your website and Facebook page

• Properties that increase their review score by 1 point on OTA channels could increase prices by about 11.2% and still maintain the same occupancy rates*

The Management Center

* Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.

5

Review ExpressEasier than ever to ask guests to write a review on TripAdvisor!

• Engage with guests after they have stayed to encourage valuable feedback for your business

• Use customisable templates to easily email recent guests

• Use campaign dashboard to monitor incoming reviews and optimise campaigns

• It’s FREE!

KEY TAKEAWAYS

20

• Reviews are influential - particular on Tripadvisor • Higher conversion rates (+35%) and up to 12%

higher price elasticity with good reviews• Customer journey is a loop, not a funnel –

• Once a purchase is made consumers share the experience with others and with the brands!

• Take control of your reviews and listen, respond and take note of the feedback offered As a Hotel Property As a Restaurant As an holiday activity (excursion tours)

• Use the mobile device for in resort activities

Key Takeaways/Recommendations

THANK YOU

Mobile Phones impact in resort

• Can they substitute a holiday rep in resort?

•  Are apps replacing printed books or City guides?

• Can you trust reviews?

• When would you write a review (particular good or bad experience)?

• What type of activities during a holiday you need more information for (Restaurant, organised tours, Day on the Beach)?