TripAdvisors, Adrian Hands presented at Net Media Planet's 2015 Executive Seminar on How TripAdvisor has used Disruption to Stay Relevant in the Digital Travel World. In 2003 TripAdvisor introduced the concept of gathering user generated travel reviews to help people plan better trips, and over 10 years later this content is now one of the standards by which hotels are measured worldwide; and the model has been copied far and wide. Adrian will talk about how & why this worked and describe the other ways in which TripAdvisor continues to disrupt the online travel industry.

1. Using Disruption to stay Relevant in the Online Travel
World
Adrian Hands
22.09.15

2. The Global Online Travel Market
Source: Mozio

3. Why does TripAdvisor exist?
The Global Hotel Market is forecast to be worth $550bn in 2016
Approx 20% is online now = $110bn
Source: Mintel

4. 4
REVIEWS AND OPINIONS
MILLION

5. user contributions
every minutebusinesses listed
million
Unique monthly visitors*
million
candid traveler photos
million
*Source: TripAdvisor log files, average monthly unique users, Q2 2015
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6. of travelers say they write reviews
because they want to share a good
experience with others
74%
6
Travelers LIKE sharing
Source: PhoCusWright

7. Online Reviews DO Impact Bookings
of global travelers say their
booking decisions are
impacted by online reviews
of global hotels say
reviews are important
for bookings
93% 96%
Source: PhoCusWright
7

8. of respondents say an
appropriate management
response to a bad review
improves my impression of
the hotel.
87%of respondents say seeing a
hotel management
response to reviews makes
me believe that it cares
more about its guests.
77%
Source: PhoCusWright
Hotel Responses DO Impact Traveler Decisions
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9. Facebook Integration
monthly
Facebook visitors
of all new reviews
come from Facebook-
connected users
9

10. of TripAdvisor
members
surveyed say they
are more likely to
use a business
with a TripAdvisor
endorsement on
display
75%
Have you seen a TripAdvisor sticker?
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11. Mobile & Tablet
11
89
App downloads
per minute
195m
App downloads

12. Using Metasearch to Monetise
12

13. Much competition in Metasearch
13
(+ dozens other globally)

14. The Next Disruptor – Instant Book
Disintermediating the business
14

15. Instant Book on Mobile
Simplifying difficult transaction path
15

16. And after that?
‘In trip’ Recommendations & Booking capability
16

17. Threats?
17

18. Thank You
ahands@tripadvisor.com
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