From predawn to developing period

~The Value of review become stronger on the market～

Takashi Kato

Self Introduction 2

Takashi Kato

Sr.Marketing Manager at TripAdvisor Japan

[Academic Ground]

Keio University

[Past career]

-Web Store Manager at Lenovo Japan

-Advertising Program Manager at Microsoft (MSN)

-Assistant Product Manager at Amazon.co.jp

-Mutual Fund consultant at Japanese Domestic company

3

TripAdvisor : the world's largest travel site

60 million unique monthly visitors (comScore July 2012)

36million Registered Member #

75million Reviews and opinions

More than 60 new contributions are posted every minute.

Listing Contents：116,000+ destinations, 680,000+ hotels, 250,000+ attractions , 1,000,000+ restaurants

18,000,000 pictures have been posted.

4

Source: Comscore Jul 2012

TripAdvisor: Monthly Unique User The world’s largest travel website

Source: Comscore Jul 2012

74,975

60,772

48,493

38,838

26,520

21,723

20,644

19,901

15,915

14,007

12,744

12,469

12,067

10,501

10,133

9,571

9,332

9,159

8,926

8,883

8,340

8,108

0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000

TripAdvisor Media Group

TripAdvisor

Booking.com

Expedia

Qunar

Hotels.com

Yahoo! Travel

Ctrip.com International

Kayak.com Network

Priceline

Agoda

Indian Railways

HomeAway

Southwest Airlines Co.

Ryanair

TUI

Orbitz

Hotwire

eDreams

About.com Travel

MakeMyTrip

Deutsche Bahn

TripAdvisor: Monthly UniqueUser by area

Source: Comscore Jul 2012

TripAdvisor is the Worlds largest travel site with 60.7m Unique Users

Europe

24.6m North

America

17m

LATAM

3.5m

APAC

9.8m

Middle East

&

Africa

3.1m

6,232

5,362

4,189

2,437

2,119

1,950

1,932

1,837

1,736

1,649

1,485

1,443

1,370

1,256

1,223

1,222

1,105

971

903

888

858

671

653

619

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000

Jalan

Rakuten Travel

Yahoo! Travel

ANA (All Nippon Airlines)

Japan Airlines

TripAdvisor

4 Travel

Mapple

JTB

Rurubu.com

HIS

Rurubu.Travel

Ekikara

Travel

Tokyo Disney Resort

Japan Railway

Hotel Story

Hankyu Travel

Nippon Travel Agency

Arukikata

Agoda

KNT Sites

Jet Star

Expedia

TripAdvisor JP

Source: Comscore Jul 2012

TripAdvisor has now risen to be the 6th biggest site

TripAdvisor is:

+7% of the travel market

+13% YoY

Review and Travel

8

Key for Review business 9

Collect Review

Show Review

Q. What type of site do you check on product purchase 10

0

10

20

30

40

50

60

70

Corporate site Review Site Portal SNS Blog others

DIMSDRIVE “questionnaire for Travel”2012

(%)

30%+ of travelers create their travel plan with review site. Also there are same

level of travelers who would refer the review from friend or family. It means the

review became one of the key for decision making on travel.

Information Channel for travel 11

DIMSDRIVE “questionnaire for Travel”2012

Information Channel for travel

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

The other

Radio

SNS

Outdoor Advertisement

no refer

blog

FreeMAgazine

Train Advertsement

The other books/magazin

Broushure and insipment at station

NewsPaper

Travel Agencies

Inshopment

News Article on Internet

Review by neighbor/family/friend

Review site on internet

TV program

Guidbook/ Travel Magazine

Travel information site

Paradigm shift on Review 12

For wide range of industry, review became one of the key factor to decision

making on purchase.

As a result “no posted Review” doesn’t mean neutral, but “Not popular” with

negative feeling.

To acquire competitive power, it’s important to get more good review.

Review Collection become to key initiative.

Positive review

No posted Review

Negative Review

Plus

Existing Value New explanation

Minus

No posted Review

Negative Review

Positive Review

Impression for Purchase

Of course, there may be negative review posted. I

believe much company hesitate to deal with reviews

because they would not like to touch negative

reviews.

Advice

Typical Response is important. We support the

hotels on owner response with various materials.

But…

14

Trip Advisor Business

15 Business Model

Reviews Money?

16

Travel Experience and Trip Advisor 17

Decision support on Travel Plan

Look for the plan through the commerce link

Post the review

Travel

Key Initiatives 18

Traffic Acquisition

– SEM

– SEO

– Affiliate

– SNS (Facebook Twitter)

– 【Retention】Retargeting/CRM Mail

etc

Improve Site Usability

– Information Quality

– Interface

Review Collection

Strength and Challenge in Japan 19

Strength

We have support from Global team on knowledge and platform

We have typical organization to check fraud review and handle moderation.

Challenge

The most biggest in the world, but in Japan

Still much person has allergy for review business

Branding for long term business have some difficulty on communication point.

etc…

Local Brand Communication steps 20

There are still much people don’t know TripAdvisor. I think, at first we

should improve visibility, and also keep on improve our translation and

message.

From next page, I prepared two of suggestions to increase Visibility.

People doesn’t know TripAdvisor

Know TripAdvisor but don’t use

TripAdvisor

User

Increase Visibility

Translation Message

Advertisement - Scheme 21

Mass Segmented

SEM

Affiliate Retargeting

Newspaper

Magazine

Radio

TV OFF LIN

E O

N LIN

E

Ad Network Portal Banner

External E-mail

Flyer

Plaque Train/Outdoor

Sticker

Adorsement

Expand Channel

Conclusion 22

Collect Review

Show Review

Thank you