The Connected Traveller

Actively prepare your brand for the future of travel

Presented by Gwenael Merlin, Director of Partnerships – EMEA

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Agenda 0

The evolution of TripAdvisor

Personalization

Enhancing the trip experience by integrating Restaurants

and Attractions

Using research to fuel our approach :TripBarometer, 3 key

insights for travel trends for 2016, and advanced preview

Then: Helping travellers plan and have the perfect trip

Now: Plan, Compare, Book

Truly touching on

every segment of the

traveller life cycle…

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Awareness

Not planning…

but open to inspiration

Consideration

Starting

the

process

Comparison

Short list of

hotels

Booking

Flight -> Hotel

Advocate

Reviews,

Facebook,

WoM

Experience

Actively

on vacation

The Life Cycle of the Traveller

Book Activities • Restaurants

• Attractions

• Tours, etc.

million 350 unique monthly visitors

million 90+ TripAdvisor members

million 290+

reviews and opinions

190 contributions every minute

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3,000,000+

restaurants

560,000+

attractions

950,000+ hotels, B&Bs and

specialty lodging

123,000+

destinations

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USING DATA TO ENHANCE THE USER EXPERIENCE

Do Online Reviews Impact Booking?

of global travellers 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

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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

Using site learnings to Dictate Future Decisions We use third party research and internal data to drive to site enhancements

Tags + User provided interests = Just for you

Personalization

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Addressing the friction of mobile booking

Hand-off at the partner site Travelers look at 4 – 5

hotels before entering

the booking flow

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Our Solution for hotels: Instant Booking

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15

Restaurants: Integration with thefork

Phocuswright Power of Reviews study, 2015

Over 12,000 restaurant partners across Europe (and beyond)

85% of TripAdvisor

global users will

“usually” or “always”

reference TripAdvisor

reviews before

booking a restaurant

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Attractions:

• Viator: Over 20,000

bookable tours and

attractions

• More than 600,000

reviews, photos and

videos by travellers

• Bookable in over 10

languages and

currencies

Four in five global TripAdvisor users will “usually” or

“always” reference TripAdvisor reviews before deciding on

an attraction to visit (79%)

Phocuswright Power of Reviews study, 2015

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KEY TRAVELLER TRENDS FOR 2016: A SNEAK PEAK

Base: Global (34,026), Millennials (7,552), Generation X (22,180), Baby boomers (4,294)

TripBarometer Stats and Methodology The world’s largest accommodation and traveller travel survey

A total of 44,277 surveys were completed in 32 markets, spanning 7 regions.

Comprised of 34,016 consumers and 10,261 representatives from accommodations

34,026 consumers

42% male 58% female

65%

generation

X

13%

baby

boomers

22%

millennials

Two thirds of travellers use online channels to make

accommodation bookings

CQ6. Which of the following did you use to book the accommodation for your last holiday/vacation? Base: Global (34,026), Millennials (7,552), Generation X (22,180), Baby boomers (4,294)

CQ7. What was the main reason you booked this way? Base: Global (31,653)

o One-in-five Baby boomers use offline channels to make room reservations

o Price aside, travelers rely on habit, experience and ease of access when making bookings

Channel used to book accommodation Main reason for booking this way

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65%

17%

6%

63%

14%

8%

66%

17%

5%

62%

22%

3%

Online Offline Mobile app

14%

15%

19%

22%

24% It had a better price

I usually book this way

I had a previous positive experience

It was easier or faster to access

Easy to compare different options

Global Millennials Generation X Baby boomers

TripAdvisor is the leading source of information for travelers

across all generations

CQ10. To what extent do each of the following sources of information influence you when you are gathering ideas and inspiration for your holidays/vacations? Base: Global (33,163), Millennials

(9,124), Generation X (20,577), Baby boomers (3,462)

o 73% of travelers cite TripAdvisor as an important source of influence when making their travel plans. This is

especially the case for Generation X travelers.

o Millennials are highly influenced by the power of recommendations.

Influence of sources when gathering ideas (top 5)

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73%

63% 58% 57%

54%

70% 67%

63% 66%

53%

74%

62% 59%

55% 54%

69%

52%

43% 40%

49%

TripAdvisor Word of mouth Content posted by travelers Content posted by

friends/family

Official hotel ratings score

Global Millennials Generation X Baby boomers

o Nearly two in three travelers consider air conditioning in hotels a ‘must have’ and nearly half will look elsewhere if in-

room wifi isn’t included in the accommodation price.

Must have amenities (top 10)

Global travelers want to keep cool and connected

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25%

26%

26%

26%

29%

30%

30%

40%

46%

63%

39%

46%

50%

48%

55%

40%

50%

42%

42%

28%

15%

18%

11%

8%

5%

10%

7%

13%

6%

6%

CQ13. Now thinking more generally about holidays/vacations, which of the statements below best apply for the amenities listed below? Base: 34,026

Air conditioning

In-room Wi-Fi

Breakfast

Safe deposit

Parking

Kettle, tea bags, coffee

Swimming pool

Super fast Wi-Fi

Restaurant/dining capabilities

Room service

Must have Nice to have Pay extra for

Personal considerations influence holidaymakers

CQ9. Thinking more generally about travelling, have you ever visited a destination because of any of the following reasons ? Base: Global (34,026), Millennials (7,552), Generation X (22,180),

Baby boomers (4,294)

o Over half of travellers select destinations because of personal considerations or special offers, whilst social and

cultural reasons are also key drivers when selecting a destination

Visited a destination because of the following (nets)

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31%

33%

48%

54%

59% Personal considerations

Special offers

Social/cultural reasons

Entertainment

Seen in media

More travellers won’t leave home without their smartphones than

their toiletries

CQ14. Are there things you have to have with you when you travel? What are the essentials that you won’t leave home without? Base: Global (34,026), Millennials (7,552), Generation X

(22,180), Baby boomers (4,294)

o Millennials are more likely to pack their smartphone than toiletries when they travel

o Baby boomers are most likely to bring their camera and a guide book

Essential personal items when traveling (top 10)

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23%

30%

33%

35%

39%

44%

56%

62%

69%

75% Smartphone

Toiletries

Camera

Adaptor

Clothing for a special occasion/night out

Guide book

Tablet (not a laptop)

Book

An extra suitcase

Hand sanitizer/disinfectant

Millennials Gen X Baby Boomer

87% 73% 55%

67% 68% 75%

61% 61% 71%

53% 57% 63%

49% 42% 45%

34% 40% 45%

27% 37% 42%

29% 33% 45%

33% 30% 22%

24% 22% 29%

Significantly higher Significantly lower

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Thank You !