1. TripAdvisor, Namibia and Making the Most of Your Online Reputation

2. 2 POWER OF COMMUNITY & REVIEWS Rewind the clock 10 years and reviews, recommendations and endorsements tended to come in three forms: Advertising, where it was clear who was paying the bill; Press, where we could judge the relative values of red-tops versus broadsheets; and friends and family, who looked you in the eye as they told you the merits of one product over another. “ “

3. 3 Source: Phocuswright/TripBarometer/CIM & YouGov of consumers say they trust online reviews as much as personal recommendations 88 % Yes, if there are multiple customer Reviews to read Yes, if I believe the reviews are authentic Yes, for some types of business, no for others No 2011201220132014 TripAdvisor 82% Amazon 79% Mumsnet 74% LinkedIn 69% Personal blog 67% Pinterest 61% Google+ 56% Twitter 55% Brand/business blog 54% Instagram 49% Facebook 46%

4. 4 TripAdvisor: The World’s Largest Travel Site *Source: TripAdvisor log files, average monthly unique users, Q2 2015 Over 6,000 unique users looking at reviews every second of every day GOES LIVE 1 MILLION Reviews & Opinions 2000 20 MILLION MONTHLY Unique Visitors 2005 35 MILLION Reviews & Opinions 2008 50 MILLION MONTHLY Unique Visitors 2010 OVER 1.5 MILLION Businesses Listed 2011 75 MILLION Reviews & Opinions 2012 100 MILLION Reviews & Opinions 2013 320 reviews & opinions MILLION over 123,000+ destinations every minute 200 user contributions over 6.2 MILLION businesses listed 84 MILLION members 55 Domains in 28 languages 350 MILLION Unique visitors a month*

5. 5 TripAdvisor Reach – Global Traffic Splits The World’s Largest Travel Site NORTH AMERICA 25% LATAM 11% EUROPE 40% MIDDLE EAST & AFRICA 3% APAC 21% Source: comScore January 2016

6. 6 KEY TRAVEL TRENDS FOR 2016

7. 7 17% will try solo travel for the first time in 2016 15% will try adventure travel for the first time 1 in 5 global travelers said they would try a cruise for the first time in 2016 Trend #1 – Seeking new experiences Source:TripBarometer, October 2015. A study by TripAdvisor and Ipsos Almost 7 in 10 global travelers are planning to try something new in 2016 (69%) 7

8. 8 Trend #2 – One third of travelers are increasing their spend in 2016 Source:TripBarometer, October 2015. A study by TripAdvisor and Ipsos said they will do so because “because I or my family deserve it” 49% said they would spend more on travel because “it’s important for my health and well-being” 31% Of those spending more, almost 1 in 2 travelers are doing so because they feel they deserve it 8

9. 9 Trend #3 – Culture, Special Offers and Media influence destination choices visited a destination because they saw it on a TV show Source:TripBarometer, October 2015. A study by TripAdvisor and Ipsos 47%21%20% Today’s travelers choose destinations for a number of reasons, including accommodation special offers chose a destination because of the culture and people of the specific country have chosen a destination because a hotel had a special offer or package 9

10. 10 Trend #4 – Travelers want to stay connected say air conditioning is a must-have when choosing a place to stay of global travelers will look elsewhere if free in-room WiFi is not offered Source:TripBarometer, October 2015. A study by TripAdvisor and Ipsos Among the amenities that travelers look for when booking accommodation in 2016, air conditioning and WiFi stand out 46% 63% 10

11. 11 Trend #5 – Smartphones are the #1 travel essential globally Source:TripBarometer, October 2015. A study by TripAdvisor and Ipsos 75% of global travelers will not leave home without their smartphones 11

12. 12 NAMIBIA ON TRIPADVISOR

13. 13 Global Interest in Namibia Content Source: TripAdvisor internal data o The number of the global sessions viewing Namibia content on TripAdvisor has grown significantly in 2016 vs. 2015 o Overall global views to Namibia in the first six months of 2016 has grown by 40% since 2015 13

14. 14 Top 20 Markets Viewing Namibia in 2015 o In 2015-2016, users already in Namibia made up 16.1% of all Namibia views on TripAdvisor, up from 15.9% in 2014-2015 o Germany makes up the largest market viewing Namibia destinations, followed by the UK and then France o Countries such as Singapore and Sweden had less than 0.7% each of views of Namibia content Source: TripAdvisor internal data Date range: August 2015 – July 2016 14

15. 15 YoY Growth in Namibia Views by Market Source: TripAdvisor internal data Date range: August 2014 – July 2016 o Out of the top 20 countries viewing Namibia, Singapore, Norway and France showed especially strong increased views of Namibia destinations in last year compared to the previous one 15

16. 16 Top Other Destinations Viewed DE IPs Source: TripAdvisor internal data Date range: August 2015 – July 2016 o The data below reflects the top 10 countries and top 10 cities viewed by Germany users who also viewed Namibia o The country viewed the most by Germany users only who also viewed Namibia content was the US, followed by South Africa and Botswana o Likewise, the international city that was viewed the most by Germany users who also viewed Namibia was Kasane, followed by Victoria Falls and Maun CountriesInt’l Cities 16

17. 17 Top Other Destinations Viewed UK IPs Source: TripAdvisor internal data Date range: August 2015 – July 2016 o The data below reflects the top 10 countries and top 10 cities viewed by the UK users who also viewed Namibia o The country viewed the most by UK users only who also viewed Namibia content was the South Africa, followed by Botswana and the USA o Likewise, the international city that was viewed the most by UK users who also viewed Namibia was Cape Town, followed by Victoria Falls and Kasane CountriesInt’l Cities 17

18. 18 Days Travel Duration & Days Prior to Travel Top 10 International IPs Source: TripAdvisor internal data Date range: January 2015 – July 2016 o Travelers from Belgium and Switzerland stay in Namibia the longest out of the top 10 international markets viewing Namibia, on average around 7 days o Travelers from the United States and the UK click to book their holidays to Namibia more than 75 days before they travel, probably due to cost 18

19. 19 Namibia Reviews and Ratings Source: TripAdvisor internal data 19

20. 20 Namibia Reviews Trends by Reviewer Type Global IPs Source: TripAdvisor internal data o Almost half of travellers to Namibia are travelling and reviewing properties there as couples 20

21. 21 Namibia Ratings By Reviewer Country Source: TripAdvisor internal data Date range: August 2015 – July 2016 Hotels Attractions Restaurants o Visitors to Namibia from Canada tend to write the higher overall review scores for Hotels category, while the United States users tend to write the higher reviews for Attractions and Restaurants 21

22. 22 Estimated Total Booking Revenue* Source: Internal Data Revenue Calculation = # TripAdvisor Meta clicks to book any room in Namibia x Est. Conversion Rate x Est. Average Nightly Rate x # Rooms Namibia Booking Data on TripAdvisor o Estimated hotels revenue driven by TripAdvisor peaked in February 2015 with a total of over $192k in booked value $2,7M Total estimated 2015 to date hotels revenue booked through TripAdvisor 22

23. 23 THE POWER OF REVIEWS

24. More than 80% of TripAdvisor travelers feel that TripAdvisor reviews help them feel more confident in their travel decisions and have a better trip Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. May 2015

25. Do Online Reviews Impact Booking? of global travelers say reviews are influential when choosing where to book of global hotels say reviews are influential in generating bookings 89%96% Source: TripBarometer: Travel Economy, March 2015

26. TripAdvisor Accommodation Reviews are Largely Positive Source: TripAdvisor internal data. Percentage of all accommodation ratings globally. September 2015. 47% 31% 12% 5% 4% Average Review Score: 4.11

27. Key factors that influence popularity on TripAdvisor QUANTITY, QUALITY AND RECENCY OF REVIEWS

28. 28 ENGAGING WITH TRIPADVISOR TO DRIVE YOUR BUSINESS

29. 29 Highly engaged hotels see better results on TripAdvisor What makes a hotel highly engaged on TripAdvisor? At least one active, verified owner 10+ Management Photos on their listings 25%+ of reviews receive a Management Response How highly engaged hotels perform over others: Atmosphere Research Group study links engagement and performance Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015

30. The “Virtuous Circle” of Guest Engagement Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015

31. Building blocks for Reputation Management 31 Collect Reviews Respond to Reviews Monitor Reputation Promote Property

32. Collecting Reviews 32 How can a business get more reviews on TripAdvisor? Train employees on the importance of reviews Understand and play by the ‘rules’ of review collection (Direct questions to https://www.tripadvisorsupport.com)https://www.tripadvisorsupport.com Ask all of your past guests for a review Encourage reviews with tools such as: Review Express (post stay email) Review reminder cards / flyers

33. 33 Hotels that ask for reviews perform even better Highly engaged hotels that prompt every guest to write a review with tools like the TripAdvisor Review Collection Platform (RCP) see: Up to 80% more reviews per month over previous numbers Other key performance metrics of highly engaged hotels using RCP: Systematic review collection amplifies “Virtuous Circle” benefits Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015

34. Source: comScore July 2015 Increasing the number of recent reviews using Review Express Easier than ever to ask guests to write a review on TripAdvisor o Engage with guests after they have stayed to encourage valuable feedback for your business o Use customizable templates to easily email recent guests o Use campaign dashboard to monitor incoming reviews and optimize campaigns o It’s FREE!

35. What is a Management Response?

36. Source: Independent PhoCusWright study “Custom Survey Research Engagement”, September 2015 Management responses influence traveler decisions 36 of respondents say an appropriate management response to a bad review improves my impression of the hotel. 85% of respondents say seeing a hotel management response to reviews makes me believe that it cares more about its guests. 80%

37. Best Practices for Responding to Reviews Sign up for review notification emails Respond promptly Thank the customer for the feedback Be original in your reply Highlight the positive Address any specific comments Be polite and professional

38. Review Performance Report 38

39. Getting started with on-site promotion 39 1.Register on the Management center www.tripadvisor.com/owners www.tripadvisor.com/owners 2.Upload high resolution property photos, showcasing the best of your property on TripAdvisor 3.Add a description of the property and any amenities to your page (and be sure to update seasonally as well) 4.Read reviews currently posted to your page and respond to a few (we recommend ~25-40% should have responses) 5.Check out TripAdvisor Insights at for more tips and best practices: https://www.tripadvisor.com/TripAdvisorInsightshttps://www.tripadvisor.com/TripAdvisorInsights All for FREE…

40. Additional promotional tools 40 Once a business earns a positive reputation on TripAdvisor, we have many other tools to help them promote their property: Widgets to display TripAdvisor reviews / rating on their website (Content Integration) Stickers and other permanent placements to display on-site Awards such as: Travellers’ Choice Certificate of Excellence

41. 41 Certificate of Excellence – Marker of High Standards o Awarded to accommodations, restaurants and attractions that meet a level of satisfaction, including a minimum number of reviews and an overall 4 out of 5 rating o Certificate is awarded regardless of a business’ commercial relationship with TripAdvisor o TripAdvisor travellers are 75% more likely to patronise a business if they see this certificate displayed

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