Presented by Christian Becker TripAdvisor: How reviews influence consumer purchases 5/14

2

3 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

user contributions every minute unique monthly visitors * million reviews and opinions million *Source: Google Analytics, worldwide data, July 2013 TripAdvisor members million

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 book 89% of global hoteliers say reviews are influential in generating bookings 96% 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.

Unique monthly users - Europe 7 Source: comScore, February 2014 TripAdvisor Media Group TripAdvisor

TripAdvisor reviews are largely positive Average Score is 4.12 Percentage 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 hotel Hotel deals Hotel packages Virtual tour 1 1 Special Offer & Announcement Hotel Hotel websitePhone number

Special Offers – attract additional consumers % 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 app 1 3 3

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 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

Review Express Easier 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 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)?