1. TripAdviser insights
how mobile users are changing the travel industry
Rory Kenny
Director Mobile Partnerships EMEA
rkenny@tripadvisor.com

2. 2
World’s largest travel site
Help travelers around the world
plan and have the perfect trip

3. 3

4. 4
21languages
31Mapp
downloads
80City Guide
cities
45M*monthly
uniques
* Average monthly unique users on mobile devices for Q4 2012, according to TripAdvisor log files

5. 72%
18-34 year olds plan to use smartphone
when they travel
Sources: MDG, Nielsen May 2012
+116%
growth of travel apps usage

6. Mobile travel planning
55%
research destination
information
50%
check hotel
information
73%
make mobile travel
purchases based on price
discounts
Sources: Greystripe, MDG, Nielsen May 2012

7. 50%
travellers check flight status
30%
Check in to a flight
Sources: MDG, Nielsen May 2012
Transforming the flight experience

8. 94%
research local things to do
Sources: Greystripe, MDG, Our Mobile Planet
Huge in-destination use case
80%
look for directions on maps
75%
checking for restaurants

9. 85%
take travel photos
76%
post photos to social media
Capture & share emotions from your smartphone
Sources: MediaBistro 2012

10. Tip # 1
 Follow your customer
 Unstoppable trends
 Solve problems
 Launch then fix
 Invest in the future
 Claim mobile space
We evolve our products based on traveller usage

11.  Faster
 Better user experience
 Customer love
 More pageviews / repeat visits
 Strong brand loyalty
 Stronger monetisation
 Web drives discovery
 Apps drive usage
 Apps drive revenues
 Can you afford both?
Native still wins over mobile HTML / Web
81%
time spent in apps instead of the mobile web.
Sources: Nielsen study 2012
Tip # 2

12.  80 City Guides in your pocket!
 Fully native
 Offline maps – FAST!
 No roaming charge
 Point Me There compass
 Curated city tours
 Create a wonderful product
 Surprise & Delight
 Solves problems
TripAdvisor city guide case study
Tip # 3

13. Inspirational browsing
Big planning & transactions
Desktop behaviour shifting to tablet
15% total revenues from tablet
 Tablet use case is
different to mobile
 Tablet native is best
 Gesture driven
 Believe & buy more
Tablet is the new desktop
Sources: TripAdvisor 2013
Tip # 4

14. Huge growth / many opportunities
So many platforms
David vs. Goliath situations arise
What is the end-game?
 Many forks in the road
 Many contradictory situations
 Make all the right tough decisions
 Take a leap!
Which way to go is the biggest challenge
Tip # 5

15. Travel inbound +
outbound is worth
60B $*
18% of transactions
are made online
300K
MU
2.4M
MU
2010 2013
Explosive Russian Market!!!
Sources: * OKTOGO / Tnooz 2012; Comscore 2013

16. The future of mobile

17. Expansion via tech, talent, product
Acquisitions H1 2013
 JSON API
 OPERATORS
 OEM
 AUTOMOTIVE
 PRODUCT
ENHANCEMENT
 HOTEL META
 LOCALISATION
GROWTH

18. Tip # 1
Follow your customer
Tip # 2
Web & app both
have their
purposes
Tip # 3
Surprise & delight
Tip # 4
Tablet is
immersive
Tip # 5
Be open to
contradictions in
mobile
Insights for a product roadmap

19. спасибо

20. 20
30countries
21languages
75non-US
traffic
%
2001 2011
2005
2006
2008
2009
2010

21. 21
More than 100 million travel reviews and
opinions from travelers around the world
250,000+
attractions
680,000+
hotels
1,000,000+
restaurants
116,000+
destinations
18,000,000+
candid photos

22. 22
0
10
20
30
40
50
60
70
80
TripAdvisorReviews&Opinions
(Millions)
100M+
reviews
& opinions
60+
contributions
per minute
200M+
average monthly unique users(1)
(1) Average comScore Media Metrix for TripAdvisor Sites, Worldwide, January 2013
(2) TripAdvisor log files, December 31, 2012. App downloads of TripAdvisor, City Guides and SeatGuru measured on a cumulative basis. Mobile uniques includes tablet and phone and is measured on an average monthly basis
44M+
members(2)

23. 23
(1) Average comScore Media Metrix for TripAdvisor Sites, Worldwide, January 2013
(2) TripAdvisor log files, December 31, 2012. App downloads of TripAdvisor, City Guides and SeatGuru measured on a cumulative basis. Mobile uniques includes tablet and phone and is measured on an average monthly basis
ere are the key points:
- Smartphones are used more to find and contact businesses, while tablets are used more for
research, price comparisons, and reviews. In travel, tablet users went directly to familiar sites and
apps (46%) or apps and sites they had previously used (49%) more often than they used search
engines (merely 15%).
- One out of every two queries in travel results in a purchase. Thirty-three percent of mobile travel
searchers want to complete the transaction within the day.
- Two out of three mobile users notice ads. Local businesses and local promotions seemed the
most relevant and received the most clicks.
- US mobile device owners prefer apps, spending 81% of their time in apps instead of the mobile
web.
NIELSEN STUDY 2012
Nearly 40 million US consumers accessed travel sites or apps from their smartphone in July 2012, reaching 37% of the
smartphone population, according to comScore's findings into US smartphone travel behaviours
COMSCORE 2012
Tablets

24. 24
(1) Average comScore Media Metrix for TripAdvisor Sites, Worldwide, January 2013
(2) TripAdvisor log files, December 31, 2012. App downloads of TripAdvisor, City Guides and SeatGuru measured on a cumulative basis. Mobile uniques includes tablet and phone and is measured on an average monthly basis
Mediabistro aug 2012
PLANNING and BOOKING STAGES
Top mobile flight-related activities while planning a trip:
- Checked airfare prices: 26%
- Looked up a phone number: 25%
- Checked flight schedules: 25%
- Researched airport information: 24%
- Received price alerts for flights: 19%
- Booked a flight: 18%
Top mobile hotel-related activities while planning a trip:
- Looked up hotel address or directions: 29%
- Researched things to do at the destination: 23%
- Read a hotel review: 22%
- Compared hotel prices and availability: 21%
- Booked a hotel room: 18%
- Received price alerts for hotels: 18%
Once a trip is booked, social media users turn to Facebook to post about their upcoming trip and find more information about their destination. 52% ‘liked'
a page specific to an upcoming vacation. 59% posted a status about an upcoming vacation.
DURING TRIP STAGE
Travellers using a mobile device to check flight status:
- 2011: 30%
- 2012: 50%
Travellers using a mobile device to check in for a flight:
- 2011: 17%
- 2012: 30%
Among travelling social media users, 74% use social media while on vacation.
Top ways travellers use mobile devices on vacation:
- Keep in touch: 68%
- Take pictures or video: 48%
- Schedule wake-up times: 46%
- Make reservations: 30%
- Find directions to attractions: 25%
Other ways travellers use mobile on vacation:
- Look up reviews for local businesses
Tnooz 2012
mapping or finding directions (80%); researching local
activities (63%); and researching destination
information (55%).
Tnooz 2012
with 30% reporting they would like to receive
personalized offers specific to their destination.
TripAdvisor travel survey
37% will use a mobile device for restaurants research,
27% will use one for attractions research, and 26% will
use one for accommodations research.
- 31% plan to use travel apps on their mobile device or
smartphone in 2012.
PhoCusWright
More than three in four active travellers cite
traveller reviews and photos as very or
moderately influential in choosing what to

25. 25
(1) Average comScore Media Metrix for TripAdvisor Sites, Worldwide, January 2013
(2) TripAdvisor log files, December 31, 2012. App downloads of TripAdvisor, City Guides and SeatGuru measured on a cumulative basis. Mobile uniques includes tablet and phone and is measured on an average monthly basis
Tnooz 2013
After research on their tablets, 1 in 4 tablet owners
book on their tablets.
- Tablet is preferred for booking future
travel, smartphones for on-the-go.
- 76% of smartphone will use their devices to book
travel or rooms when on-the-go.
2.8 million smartphones were sold in Russia in the first half of 2011, an increase of
118% on the previous year, according to data provided by Svyaznoy, one of
Russia's largest mobile phone retailers. This doubled the smartphone volume
share in terms of total handsets sold from 9% in the first half of 2010 to 18% in the
first half of 2011.
The sales of traditional mobile phones (non-smartphones) decreased in the first
half of 2011 by 6% year on year, in terms of volume. (PMR - IT and
telecommunications sector in Central and Eastern Europe, August 2011)
Russia stats smartphone
Svyaznoy
Russian tourists increased 16% year-on-year
2nd after China (30%)
SKIFT 2013 Russian travelers spend about 16 billi
dollars a year on travelling abroad. 2
transactions are made online
http://www.tnooz.com/2013/03/13/news/russian-ota-
oktogo-nets-11-million-round/