BDW16 London - Charlie Ballard, TripAdvisor - TripAdvisor and Constant Change - Building Relationships by Applying Big Data

TripAdvisor & Travel Data: Growing the Customer Relationship
Charles Ballard
Global Director Customer Insights
27 October 2016

2
Lesson 1: Don’t miss the obvious.

5
Reach potential guests worldwide
48 Markets – 28 Languages

6
TripAdvisor – Worldwide, Last 18 Months
TAMG remains the largest travel player worldwide
Source: comScore July 2016
Note: For comparison purposes data above reflects Desktop only
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
TripAdvisor Media Group TripAdvisor Booking.com Ctrip.com International
Qunar Expedia Trivago Sites Hotels.com
Skyscanner Sites Agoda Sohu Travel

* Source: comScore Media Metrix for TripAdvisor Sites, worldwide, February 2016
million
350
unique monthly visitors
million
110
TripAdvisor members
million
385
reviews and opinions
255+new contributions every minute
Over 340
million app
downloads

TripAdvisor Today
o ve r
135,000+
d e s t i nat i ons
e ve r y mi n u t e
255
u s e r c o n t r i but i ons
o ve r
o ve r
6.6M I L L I O N
b u s i nesses
l i s t e d
48 D o ma i n s in
28 l a n g uages
385 r e vi e ws &
o p i n i ons
M I L L I O N
110
M I L L I O N
me mb e r s
815,000
va c a t i on r e n t a l s
h o t e l s , B & B &
s p e ci alt y l o d g i ng
1,000,000 +
M I L L I O N
r e s t a ur a nt s
690,000
a t t r a c t i ons
350MILLION
Unique visitors
a month
4.1
Source: comScore Media Metrix for TripAdvisor Sites, worldwide, February 2016; Source: TripAdvisor log files, Q1 2016
Over 3 billion
pages viewed
in both July
and August
2016

9
How does TripAdvisor make money?
B2B company with a focus on helping consumers research & book the
perfect trip
= Custom Advertising

10
TripAdvisor Advertising Solutions

11
perfect trip
= Meta Search
Instant Book
Hotels Solutions
& Partnerships
Potential Clients
Endemic
Hotels
Online Travel
Agencies
(“OTAs”)
Airlines Cruise Lines
Non-Endemic
CPG, Finance, Other

12
Moving beyond reviews: Meta Search
Anticipating changing consumer preferences TripAdvisor introduced
hotel metasearch in 2013. This allowed users to read reviews and
compare the best prices in one convenient location.
Meta Search
(CPC)
Instant Book (CPA)

13
TripAdvisor
Customer
Insights
The Role of TripAdvisor Customer Insights
Sponsor External
Traveller Research
e.g., TripBarometer
2016; comScore
Path to Purchase
2016

14
17% will try solo travel for
the first time in 2016
15% will try adventure
travel for the first time
1 in 5 global travelers said
they would try a cruise
for the first time in 2016
Trend #1 – Seeking new experiences
Source:TripBarometer , October 2015. A study by TripAdvisor and global research firm, Ipsos
Almost 7 in 10 global travelers are planning to try something new in 2016
(69%).

15
Trend #2 – One third of travelers are increasing their
spend in 2016
said they will do so because
“because I or my family
deserve it”
49%
said they would spend more on
travel because “it’s important for
my health and well-being”
31%
Of those spending more, almost 1 in 2 travelers are doing so because they feel
they deserve it.

16
Trend #3 – Travelers want to stay cool and connected
say air conditioning is a must-
have when choosing
a place to stay.
of global travelers will look
elsewhere if free in-room WiFi
is not offered
Among the amenities that travelers look for when booking accommodation in
2016, air conditioning and WiFi stand out.
46%
63%

17
TripAdvisor
Customer
Insights
Implement and
Manage
Advanced
Campaign
Measurement
e.g., A/B Testing,
Display’s Effect on
Meta
Sponsor External
Traveller Research
e.g., TripBarometer
2016; comScore
Path to Purchase
2016

18
Ad SpecsClick to see
Sample DMO Campaign
VisitDestination

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Key Question | After exposure to media, how often do
TripAdvisor uses go on to view related content?
?
Any Pages w/ Destination
Content

20
DMO Analysis Overview
Findings: UK Users, Oct 2015 – Jan 2016
20
Category Unexposed
# Total TA Users 80,709,175
% Viewing any
Destination content 0.98%
% Viewing any Destination
restaurants 0.08%
attractions 0.14%
hotels 0.39%
% clicking to
book any hotel 17.1%
% clickers who book
(est.) 0.95%
$ Average Nightly Rate
(ADR) $462.25
Average # Nights 4.07
$ Revenue / UU $3.30
Exposed
1,120,724
2.52%
0.43%
0.58%
1.58%
37.5%
1.50%
$409.60
4.09
$10.16
% CHANGE
+406%
+327%
+304%
+119%
+58%
-11%
0%
+208%

21
TripAdvisor
Customer
Insights
Implement and
Manage
Advanced
Campaign
Measurement
e.g., A/B Testing,
Display’s Effect on
Meta
Sponsor External
Traveller Research
e.g., TripBarometer
2016; comScore
Path to Purchase
2016
Mine & Analyse
Internal
TripAdvisor User
Data
e.g., Avg. Duration
of Stay for AU
Agoda clickers

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0
100000
200000
300000
400000
500000
600000
700000
0
10000000
20000000
30000000
40000000
50000000
60000000
70000000
80000000
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Jul-14
Aug-14
Sep-14
Oct-14
Nov-14
Dec-14
Jan-15
Feb-15
Mar-15
Apr-15
May-15
Jun-15
Jul-15
Aug-15
Sep-15
Oct-15
Nov-15
Dec-15
Jan-16
Feb-16
Mar-16
Apr-16
May-16
Jun-16
Jul-16
Aug-16
Sep-16
Global Paris, France Tunisia Sharm El Sheikh, Egypt
Political and Social Stability
Source: TripAdvisor Session Data
Paris, Sharm el Sheikh, Tunisia destinations
o The unfortunate terror attacks in Paris, Sharm El Sheikh and Tunisia impacted the travel intent for
worldwide users
o While the attack on Charlie Hebdo seemed to have little effect on outside tourism, Paris saw a steep
decrease in traffic after the events of 13 November 2015, which has since begun to climb back but
not for all markets
22
Charlie
Hebdo
Oct 31
ISIS
attack
Nov 13
ISIS
attack

23
Fastest Growing Destinations | July 2016
Source: TripAdvisor internal data
#1 City, MoM∆
HURGHADA, EGYPT
+58% total views
#2 Country, MoM∆
TUNISIA
+59% total views
#1 Country, YoY∆
ROMANIA
+150% total views
#1 City, YoY∆
SEOUL, SOUTH
KOREA
+91% total views

24
Source: TripAdvisor internal session data
Global Interest in Japan Content
o The number of the international sessions viewing Japan content on TripAdvisor has grown
rapidly in 2015 vs 2014
o Overall the traffic has grown by 33% YoY 2015 vs 2014
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2013 2014 2015
2

25
Top 20 Countries Viewing Japan in 2015
o The United States is the largest international
market viewing Japan destination, followed by
Taiwan and Hong Kong
o Countries such as Brazil, Russia and India had
about 1% each of views of Japan content
*In terms of total TripAdvisor sessions in 2015
Source: TripAdvisor Internal Site Data
72.5%
27.5%
Japan Content: Domestic vs. International
Domestic Users
2014 201516.4%
11.0%
9.2%
8.1%
7.8%
6.6%
4.2%
4.0%
4.0%
3.1%
2.6%
2.3%
2.0%
1.9%
1.8%
1.5%
1.3%
1.0%
0.8%
0.7%
United States
Taiwan
Hong Kong
Australia
China
Singapore
South Korea
United Kingdom
Thailand
Malaysia
Canada
Philippines
France
Indonesia
Italy
Germany
Spain
Brazil
Russia
India
73.
1%
26.
9%
3

26
Top 10 International Cities Viewing Japan
*In terms of total TripAdvisor sessions in 2015
17.2%
7.2%
4.9%
4.5%
3.8%
3.0%
2.9%
2.7%
2.7%
2.3%
2.3%
1.8%
1.5%
1.4%
1.4%
1.2%
1.1%
1.1%
1.1%
1.1%
Taipei, Taiwan
Bangkok, Thailand
Sydney, Australia
Seoul, South Korea
Shanghai, China
Beijing, China
Kuala Lumpur, Malaysia
Jakarta, Indonesia
London, United Kingdom
Melbourne, Australia
Brisbane, Australia
Taichung, Taiwan
New York City, NY, USA
Perth, Australia
Los Angeles, CA, USA
Kaohsiung, Taiwan
Toronto, Canada
Petaling Jaya, Malaysia
Guangzhou, China
Zhengzhou, China
% Top International Cities in Sessions
46%
39%
23%
49%
88%
-17%
41%
70%
52%
65%
23%
64%
51%
8%
60%
62%
30%
70%
23%
170%
Taipei, Taiwan
Bangkok, Thailand
Sydney, Australia
Seoul, South Korea
Shanghai, China
Beijing, China
Kuala Lumpur, Malaysia
Jakarta, Indonesia
London, United Kingdom
Melbourne, Australia
Brisbane, Australia
Taichung, Taiwan
New York City, NY, USA
Perth, Australia
Los Angeles, CA, USA
Kaohsiung, Taiwan
Toronto, Canada
Petaling Jaya, Malaysia
Guangzhou, China
Zhengzhou, China
% Year Over Year Growth in Sessions
5

27
Viewing Japan: Top Other Destinations Viewed
By users from: US | Taiwan | Australia | China | Singapore
Source: TripAdvisor internal site data
o The data below reflects the top 10 Countries viewed by TripAdvisor users who also viewed Japan
o The country that was viewed the most by US users who also viewed Japan was China, followed by Italy and
Germany
12%
9%
7%
7%
6%
5%
4%
3%
3%
3%
China
Italy
Germany
France
United
Kingdom
Spain
India
Brazil
Canada
Mexico
US
19%
12%
10%
5%
5%
4%
3%
3%
3%
2%
China
United States
Thailand
Indonesia
South Korea
Italy
France
Philippines
Singapore
Malaysia
Taiwan
15%
9%
8%
8%
4%
4%
4%
3%
3%
3%
United States
China
Indonesia
Thailand
South Korea
Vietnam
Italy
Malaysia
France
United
Kingdom
Australia
10%
9%
7%
6%
5%
4%
4%
3%
3%
3%
Thailand
United States
Italy
Taiwan
France
United
Kingdom
South Korea
Indonesia
Spain
Russia
China
10%
10%
9%
9%
7%
7%
5%
5%
3%
3%
Thailand
Indonesia
United States
China
Australia
Malaysia
Taiwan
South Korea
Italy
Vietnam
Singapore
20

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The Bahamas Booking Data on TripAdvisor
o Average nightly rate tends to decrease during the spring to attract visitors during the off season
o Large increases in average nightly rate can be seen starting in September, as users are actively
booking for peak season travel

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o Fewer rooms are sold during the spring months, as peak travel season for The Bahamas normally
occurs during the winter; booking for peak season tends to begin over the summer

30
Revenue Calculation = # TripAdvisor Meta clicks to book any room in Savannah x Est. Conversion Rate x Est. Average Nightly Rate x # Rooms
o Estimated hotels revenue driven by TripAdvisor shows a decrease in the early spring, due to a
decline in average nightly rate and fewer meta clicks
o Estimated revenue sees a large increase over the summer and fall, likely with people booking for
peak season travel during the following winter and early spring
Total Estimated 2015 Hotel
Revenue Booked Through
TripAdvisor
$17.9 million

31
o The Bahamas booking revenue driven by TripAdvisor consistently comprises over 6% of all
TripAdvisor booking revenue for the Caribbean, with only a few months at less than 6%

32
perfect trip
Potential Clients
Endemic
Hotels
Online Travel
Agencies
(“OTAs”)
Airlines Cruise Lines
Non-Endemic
CPG, Finance, Other
$???
Hotels Non-Marketing?
Investment Banks?
Consultancies?
= Meta Search
Instant Book
Hotels Solutions
& Partnerships

33
Tiered offering by client type
Variety of possible offerings, variety of possible clients
1 2 3 4 5
Data Product Tier
Raw Data
Scrubbed
Data
Automated
Dashboards
Customised
Reporting
Full
Consulting
Potential
Clients
Hotels
OTAs
Airlines
Cruise Lines
CPG, Finance,
Other
Hotels Non-
Marketing
Investment
Banks?
Consultancies?
✓ ✓ ✓
✓ ✓ ✓
✓ ✓ ✓
✓ ✓ ✓
✓
✓✓
✓✓
✓✓

BDW16 London - Charlie Ballard, TripAdvisor - TripAdvisor and Constant Change - Building Relationships by Applying Big Data

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BDW16 London - Charlie Ballard, TripAdvisor - TripAdvisor and Constant Change - Building Relationships by Applying Big Data