1. 1. Synthesizing the past and optimizing for the future: Whats next in online Travel Presented by: Gwnal Merlin Partnerships Director, EMEA 02/15
2. 2. o TripAdvisor Key Milestones o Whats new in 2015? o Key insights o Q&A Agenda
3. 3. 3 TRIPADVISOR KEY MILESTONES
4. 4. Where it all began in 2000
5. 5. 5 user contributions every minute unique monthly visitors* million reviews and opinions million *Source: Google Analytics, average monthly unique users, Q1 2015; does not include traffic to daodao.com TripAdvisor members million
6. 6. 6 Reach potential guests worldwide Percentage of traffic (comScore, February 2015) Europe 41% Latin America 9% North America 30% Middle East & Africa 3% APAC 16%
7. 7. 7 CONFIDENCE IN INFORMATION Percentage of consumers who say they have trust and confidence in information they see on these platforms and sites 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% Source: Chartered Institute of Marketing Travel Industry Group and YouGov
8. 8. 8 KEY INSIGHTS
9. 9. 9 The Life Cycle of the Traveller More than 60% of travellers start researching their trip more than four weeks out from the day of booking Awareness Not planning but open to inspiration Consideration Starting the process Comparison Short list of hotels Booking Flight -> Hotel Experience Actively on vacation Advocate Reviews, Facebook, WoM Week -20+ Not Yet Ready Week -16: 5 Destinations 0 Hotels Week -12: 3 Destinations 6 Hotels Week -4: 1 Destination 15 Hotels Week 0 Booked Book Additional Activities Restaurants Attractions Tours, etc. Already thinking about next trip! Source: Comscore Consumer Path to Purchase December 2014
10. 10. 10 Travellers read between 6 to 12 reviews on average Looking for consistent feedback to make hotel decisions
11. 11. 11 More photos and reviews drive the most traveller engagement TripAdvisor Data Study published on 3rd September 2014 TripAdvisor study, data analysis for a sample of properties from the 25 most reviewed cities on the site from 7th July to 7th August 2014 o The factors that drives the most traveller engagement on hotel pages: Number of photos Total number of reviews Management responses in the past year Number of reviews in the past year o Responding to reviews online drives booking inquiries: When hotels provide management response to 50% of their reviews, they increase their likelihood of receiving a booking inquiry by 24%.
12. 12. 12 Focus on the amenities that consumers want (and make sure to shout about it!) 77% of travellers stated that an accommodations amenities are important when booking. However, there is some mismatch between consumer needs and what businesses offer. Consumer (Importance %) Rank Business (Yes - free %) Rank Free in-room Wi-Fi connection 74 1 83 3 Free breakfast 67 2 59 9 In-room amenities 56 3 71 8 Staff can speak my language 41 4 72 7 Free parking 40 5 80 4 Swimming pool 40 6 37 10 Free personal care items 38 7 77 5 Free shuttle or taxi services 38 8 15 16 Tourist information readily available 35 9 90 1 Hotel restaurants 29 10 11 19 Flat screen television 28 11 77 5 Free lobby Wi-Fi connection 19 12 85 2 Hotel bar 16 13 10 20 Gym 15 14 18 14 Mini bar 14 15 16 15 Spa/ beauty treatments 14 16 4 21 Laundry service 14 17 14 18 Free poolside Wi-Fi 11 18 33 11 Pillow menu 10 19 25 13 Butler service or concierge 7 20 29 12 Business Center 5 21 15 17 Source: TripBarometer Global Report April 2014 CQ20. Which of the following amenities are important to your decision making for accommodation? BQ7. Which of the following amenities or services are you currently offering? Base: All consumer respondents (50637)/ All business respondents (10370) 1 2
13. 13. 13 Guests are visiting TripAdvisor more frequently prior to booking Source: The Impact of Social Media on Lodging Performance. Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012. Overall reputation management impacts your bottom line Properties with stronger reputations across all channels perform better overall Higher review scores on OTA sites allow hotels to charge up to 11.2% more while maintaining occupancy rates.
14. 14. 14 WHATS NEW IN 2015?
15. 15. o Content: Focus on growing more engaging content from our user base and properties o Relevance: Focus on providing more intelligent, relevant recommendations based on deep understanding of users and hotels o Frictionless: Provide users the ability to quickly more from planning to booking within the TripAdvisor experience o Ubiquity: Leverage growth of smart phones to engage with users both pre-trip, during their trip, and after they have left o Choice: Allow greater booking options through acquisitions and partnerships Key Themes for 2015
16. 16. Content: Hotel Question and Answers Allow hotels and potential guests to interact pre-trip
17. 17. Content: Local experts tips Expert and user generated guides oriented by theme
18. 18. Content: Big Photo Layout Drive more engagement with rich photos
19. 19. Relevance: Personalization Hotel tags based on user provided information and hotel amenity inputs
20. 20. Relevance: Personalization Tags + User provided interests = Just for you
21. 21. Frictionless : Mobile 2015 340 M TripAdvisor monthly unique cross-platform 50% of all traffic is mobile 100+% Y-o-Y growth mobile traffic 1.9B Total smartphones shipped globally 190M app installs
22. 22. Frictionless: Instant Booking Ability to book within TripAdvisor environment through partner hotels
23. 23. TripConnect Instant Booking
24. 24. 24 o Ease of booking For the first time ever, travelers can book without leaving the worlds largest travel site o Commission-based model Cost-efficient, measurable way for hotels to share rate & availability information and capture a share of these bookings o Low risk Pay only when travelers stay o Direct booking benefits Own the relationship from the start TripConnect Instant Booking: Addressing the friction of mobile booking
25. 25. 25 Early results on mobile and desktop Source: TripAdvisor internal data Travelers are more willing to book when they know they can book on TripAdvisor than when they know they need to leave the site to complete their booking.
26. 26. TripConnectTM instant booking How travelers book directly on TripAdvisor
27. 27. TripConnect instant booking Top placement gets majority of clicks
28. 28. Cost-per-click advertising Bottom two buttons are exclusively CPC
29. 29. 29 Ubiquity - Mobile City Guides o City Guides offer convenient smartphone access to a wealth of detailed destination information o Walking tours and insider tips that can be viewed on the app without a data connection, including in-depth information on neighbourhoods, history, culture, architecture
30. 30. An offline city guide in your pocket
31. 31. Choice - Integration of restaurant booking capability
32. 32. Choice - Integration of attraction of booking capability
33. 33. 33