Brian Payea

1. 2a HSMAI 2015
Strategy Conference
Brian Payea
Head of Industry Relations, TripAdvisor

2. Help travelers around
the world plan and
book the perfect trip

3. TripAdvisor Company Meeting, January
2015
The TripAdvisor Journey

5. Brochure photoWhat travelers saw

6. First, a search engine,
then we added a review button
…the rest is history
Write a Review

7. Secret to Our Success: User Generated Content

8. Travelers are happiest
while planning their trip

9. Engaging Our Community,
All Pulling Together

10. user contributions
every minute
unique monthly visitors*
million
reviews and opinions
million
*Source: Google Analytics, average monthly unique users, Q3 2014; does not include traffic to daodao.com
TripAdvisor members
million

11. Accommodations >3.5/5.0: 56%
Registered accommodations: 28%
Traffic increase YOY: 52%
Average review rating: 4.02
Global site average review rating: 4.12
Brazil’s TripAdvisor accommodation footprint
TripAdvisor.com site data 2014

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Highly engaged hotels see more results on TripAdvisor
Atmosphere Research Group study links engagement and performance
What makes a hotel highly engaged on TripAdvisor?
o At least one active, verified owner
o 10+ Management Photos on their listings
o 25%+ of reviews receive a Management Response
How highly engaged hotels perform over others:
Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015

13. The
“Virtuous
Circle” of Guest
Engagement
Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015

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Hotels that ask for reviews perform even better
Systematic review collection amplifies “Virtuous Circle” benefits
Highly engaged hotels that prompt every guest to write a review with tools like the
TripAdvisor Review Collection Platform (RCP) see:
o Up to 80% more reviews per month over previous numbers
o POP ranking visibility to 3 of every 4 travelers exploring their markets
Other key performance metrics of highly engaged hotels using RCP:
Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015

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The Life Cycle of the Traveller
• More than 60% of travelers 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

17. Top factors that drive the most traveler
engagement on hotel pages:
Number of photos
Methodology
1For the purpose of this study, TripAdvisor analyzed data for a sample of accommodation properties from the 25 most reviewed cities* on the site from 7 July to 7 August, 2014.
The study reveals how review ratings change based on management response rates and the level of traveler engagement (defined as page views per session and booking
enquiry clicks) relative to various content factors such as the number of reviews, photos, videos and rate of review responses from management.
*Cities included in study sample are: London, Rome, Paris, New York City, Las Vegas, Barcelona, Orlando, Milan, Florence, Bangkok, San Francisco, Istanbul, Amsterdam,
Berlin, Madrid, Prague, Edinburgh, Venice, Chicago, Buenos Aires, Singapore, Dublin, Marrakech, New Orleans.
Number of reviews in the past year
Total number of reviews
Management responses in the past year

18. Personalization
How it works
• Travelers search for hotels
by destination and filter
results based on travel
preferences (style,
location, amenities, etc.)
• TripAdvisor algorithm
factors in traveler’s prior
TripAdvisor research and
reviews
• Personalized results are
provided to help travelers
find the best hotel based
on their needs and
interests

19. • 190MM app downloads
• 50% of TripAdvisor traffic through mobile
• Full functionality plus:
o Offline maps and downloadable
guides
o “Near Me Now” functionality to find
great local attractions and
restaurants
o Location-sensitive search
Key Features:
Improving Travel with
the Smartphone

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What’s your mobile strategy?
Small screens are a big priority
Source: “Traveler Technology Survey 2014” Phocuswright, January 2015
Source: “Travel Flash Report” Criteo, September 2014
The opportunity:
• 7 out of 10 travelers used a mobile device to book
or plan travel last year*
• 1 in 5 hotel bookings come from mobile
The challenge:
• Google’s mobile algorithm de-prioritizes
search results that aren’t mobile-friendly
• Optimizing mobile takes time, money and expertise

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Make the right call
Your Business Listing powers mobile acquisition
Source: “Traveler Technology Survey 2014” Phocuswright, January 2015
Mobile bookings are just a tap away:
• Reach a broader audience
Nearly 50% of TripAdvisor traffic is from mobile
• Drive last-minute bookings
With click-to-call functionality
• Enable bookings in the top travel app
175 million downloads worldwide

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Telephone lead management
o Track telephone sales
leads
o Includes number of calls
and estimated bookings
generated
o Available in your monthly
Business Listing report
and Property Dashboard
Nearly 60% of travel
sales in 2014 were
booked offline (such as
over the phone)*
*Source: PhoCusWright
Included with your Business Listing

23. INSTANT BOOKING - BACKGROUND

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How did we arrive at Instant Booking?
Source: TA internal data
o TRIP Mobile traffic growing 200% YoY
o 195MM App Downloads
o Mobile now half of all TripAdvisor traffic
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How did we arrive at Instant Booking?
o Users lose
momentum when
leaving TRIP mobile
web/app to book on
partner sites.
o Different UI
experiences in
handoff leads to high
bounce rates.
o We asked - “Is there a
better way?”
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Meta Search

27. DESKTOP INSTANT BOOKING
• Target motivated desktop users with a simple and efficient booking flow
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28. Thank You!

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