World’s largest travel site

Growing Together:Building your business with the world’s largest travel site

Presented by: Melissa Surane

Southeast Sales Manager, DMODisplay Advertising Sales

z

Growth is never by mere chance; it is the result of forces working together.-James Cash Penney

2

“From traveler review websites and blogs to social networks and the ever- expanding social graph, the voice of the traveler is playing a greater role in the travel search-shop-buy process.”

-PhoCusWright’s Social Media in Travel 2011: Traffic, Activity and Sentiment, July 2011

3

3

4

SocialReview Sites Mobile

“More than two in three travelers cite traveler reviews…as influential when planning leisure travel.”

-PhoCusWright’s Social Media in Travel 2011: Traffic, Activity and Sentiment, July 2011

5

5

6

Source: Facebook.com

Facebook has more than 1 billionactive users

of online travelers are daily users of social networks69%

million

PhoCusWright’s Traveler Technology Survey 2011, November 2011

7

8

1.201.43

1.661.85

eMarketer.com, February 2012

2011 2012 2013 2014

billion

By 2014, 1.85 billion people will use social networks on a monthly basisThat translates to 71% of the world’s Internet users

billion

billionbillion

9

87% of the world’s population are mobile subscribers

Source: mobiThinking.com, January 2012 & International Telecommunication Union, 2011

9

How consumers use mobile: travel

10

1 PhoCusWright January 20122 mydestination.com

• Mobile was responsible for $2.6 billion USD in travel booking value in 2011.1

• By 2013, that number is projected to exceed $8 billion USD.1

• 3 in 4 active travelers use a mobile device while on the move.2

11

Where does TripAdvisor fit in?

11

12

z

30 domains in 21different languagesOver 60 million unique monthly visitors worldwide

36 million members worldwide

Over 75 million unbiased reviews and opinions of hotels, restaurants

and attractions

Over 1.6 millionbusinesses in

Over 110,000 destinations

12

13

Growing together:

What you can do to improve your presence on TripAdvisor

Register with the Management Center

8 TripAdvisor Tips

Encourage reviews

Include a description of hotel and amenities

Get notified of reviews and track reviews

Write a management response

Add photos and videos

Add a widget from the Widget Center

Add direct contact info with Business Listings

Encourage reviews

1

2

3

4

5

6

7

8

14

15

Register with the Management Center

Track reviews and customer satisfaction of

your property

Respond to reviews and provide potential

customers with useful information

Utilize TripAdvisor reviews to increase booking

conversionPromote

Engage

Monitor

1

2 Encourage guests to write a review

16

Online and offline tools

17

TripAdvisor reviews are largely positive

1 2 3 4 5

7% 7%12%

28%

47%

Average Score is 4.01Percentage of all ratings, February 2012

18

What affects your popularity?

19

1) How recent the reviews are

What affects your popularity?

20

2) How positive or negative the reviews are

What affects your popularity?

21

3) The number of reviews

Get notified and track reviews3

22

Manage recent reviews and see how travelers have rated your property, such as the service, cleanliness, location, etc.

Track and manage your performance

23

Benchmark your performance

24

25

Write a management response4

26

Management Response notification e-mails

A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”

If I was considering two similar properties, the presence of management responses on one would sway me in its favor.

27

28

Include a description and amenities5

Upload photos and videos6

29

Add a widget from the Widget Center7

30

31

Add direct contact info with Business Listings8

32

• Reaches in-market browsers

• Capped annual fee

• Pro-rated refundif not satisfied

• Performance tracking

• Incremental customers

• Flexible display options

33

Growing together:

What TripAdvisor is doing for you

34

Management Dashboard

Facebook integration/Wisdom of Friewnds

35

personalised users100m

more engaged27%

content contributions2x

Generates revenue

36

Videos, tips and guides

36

37

• Find & contact hotels

• Find & reserve restaurants

• Find & book attractions and tours

• Find flights

• Read & participate in travel forums

• Write reviews

Second most downloaded travel app in the world!*

* Source: Distimo study of all mobile app downloads in travel sector in 2011 across all 65 markets where data is available for Apple App Store for iPad, Apple App Store for iPhone, Google Android Market and Windows Phone Marketplace.

38

TripAdvisor for Business resources

• URL− www.tripadvisor.com/Owners

• Twitter− @TripAdvisor4Biz

• Blog− http://tripadvisor4biz.wordpress.com/

• For Business Listings sign up:− Online at www.tripadvisor.com/BusinessListings− Call 1-866-322-5942 (within USA) or +1-617-431-5424 (outside USA). Agents are

available Monday through Friday, 9:30am to 5:00pm, US Eastern Time.

38