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The Resilience of Global Travel
TripAdvisor Strategic Insights
ITB Berlin
7 March 2018
Why TripAdvisor?
Our Evolution
Who We Are Today
Who We Are Today
Research & Compare Evaluate & Click to Book
About TripAdvisor A lot of people know TripAdvisor is the biggest travel website in the world
455M average unique
monthly visitors **
49 Markets
Worldwide
600M Reviews and
Opinions ++
7.3M Accommodations,
Restaurants and Attractions
6 *Source: comScore Media Metrix for TripAdvisor Sites, worldwide, Oct 2017 **Source: TripAdvisor log files, Q3 2017 ++Source: TripAdvisor log files, Q4 2017
TripAdvisor Overview - Worldwide TripAdvisor’s WW audience peaked in July 2017 at 324m
7 Source: comScore TDAN
0
50.000
100.000
150.000
200.000
250.000
300.000
350.000
To
tal U
niq
ue
Vis
ito
rs (
00
0)
Denotes peak month for TripAdvisor Inc. in each year
July 2016: 297m
July 2017: 324m
111.100 104.791
75.022 50.067
30.407 27.164
24.749 20.816
18.740 15.181 14.632
13.172 13.104 12.652
10.755 9.955 9.581 10.021
8.175 8.046 7.539
6.919 6.373 6.590 6.391
0 20.000 40.000 60.000 80.000 100.000 120.000
TripAdvisor Media Group
TripAdvisor Sites
Ctrip International
Booking.com
Expedia
Airbnb
Trivago Sites
Hotels.com Sites
Qunar
MSN Travel
Skyscanner
Mafengwo
Agoda
Kayak.com
EDreams Odigeo
HomeAway
Despegar-Decolar Sites
Priceline.com
Southwest Airlines Co.
Ryanair
LATAM.COM
CheapOair
Deutsche Bahn
Marriott
eDreams
TAMG remains the largest travel player worldwide
TripAdvisor: Worldwide
TripAdvisor 18% of the Travel Market
TAMG 19% of the Travel Market
Source: comScore November 2017, Desktop travel only 8
9
TripAdvisor’s Share of Travel Bookers
TripAdvisor reaches
of global travel visitors
23%
Global travel intenders
end up purchasing
with hotel site
15%
of global hotel purchasers
visit TripAdvisor
75%
MILLION
USERS 296
Source: comScore services
73%
Source: comScore Worldwide Path To
Purchase Study 2017
of all first
travel
searches
are generic i.e. not brand or
destination specific
2% of all first
travel searches
have a
destination
TripAdvisor Internal Data
About TripAdvisor A lot of people know TripAdvisor is the biggest travel website in the world
455M average unique
monthly visitors **
49 Markets
Worldwide
600M Reviews and
Opinions ++
7.3M Accommodations,
Restaurants and Attractions
12 *Source: comScore Media Metrix for TripAdvisor Sites, worldwide, Oct 2017 **Source: TripAdvisor log files, Q3 2017 ++Source: TripAdvisor log files, Q4 2017
13
The Traveler Shopping Experience is Vast
COMPLETED
34 Total Visits
CONSUMED
182 Pages
SPENT
164 Minutes Researching
INITIATED
40 Searches
OVER AN AVERAGE OF
89 Days
Source: TripAdvisor Travel Buyer Activity, comScore
Worldwide Path To Purchase Study 2017
January February March April May June July August September October November December
Global Sessions Viewing Germany
2015
2016
2017
Source: TripAdvisor Internal User Data
• The number of the international clicks to book on German content on TripAdvisor has grown
significantly in 2017: by 43% as compared to 2016
Global Interest in Germany
Top 20 Countries Viewing Germany
15 Source: TripAdvisor Internal User Data – Confidential For Internal Use Only
14,6%
8,2%
7,1%
6,6%
6,5%
4,3%
3,7%
3,6%
3,2%
2,8%
2,5%
2,1%
2,0%
1,8%
1,8%
1,7%
1,6%
1,5%
1,4%
1,3%
United States
The Netherlands
Italy
France
Switzerland
Spain
Belgium
Austria
Denmark
Russia
Japan
Sweden
Poland
Canada
Australia
China
Singapore
Israel
Brazil
India
+15%
+50%
+16%
+23%
+18%
+16%
+33%
+45%
+42%
+35%
+31%
+44%
+42%
+15%
+11%
+20%
+6%
+9%
+30%
+34%
United States
The Netherlands
Italy
France
Switzerland
Spain
Austria
Belgium
Denmark
Russia
Japan
Sweden
Poland
Canada
Australia
China
Israel
Brazil
India
Denmark
Share of Worldwide Views of Germany Year Over Year Growth
16
Top 20 Viewed German Destinations
11,1%
6,2%
4,0%
3,6%
2,7%
2,1%
1,9%
1,6%
1,3%
1,1%
0,8%
0,7%
0,7%
0,6%
0,6%
0,6%
0,5%
0,5%
0,5%
0,5%
Berlin
Munich
Hamburg
Frankfurt
Cologne
Dusseldorf
Germany
Stuttgart
Nuremberg
Dresden
Heidelberg
Leipzig
Hannover
Freiburg im Breisgau
Bremen
Bonn
Baden-Baden
Dortmund
Aachen
Mannheim
Source: TripAdvisor Internal User Data – Confidential For Internal Use Only
Share of Worldwide Views of Germany
+8,3%
+15,1%
+16,4%
+20,3%
+13,4%
+14,9%
+17,8%
+23,5%
+17,2%
+15,3%
+19,7%
+21,0%
+19,7%
+19,4%
+24,2%
+42,6%
+24,3%
+21,7%
+19,8%
+25,4%
Berlin
Munich
Hamburg
Frankfurt
Cologne
Dusseldorf
Stuttgart
Nuremberg
Dresden
Heidelberg
Leipzig
Hannover
Freiburg im Breisgau
Bremen
Bonn
Baden-Baden
Dortmund
Aachen
Mannheim
Essen
Year Over Year Growth
Top Other Countries Viewed When Viewing Germany 2017
17 Source: TripAdvisor Internal User Data – Confidential For Internal Use Only
26,6%
11,4%
9,8%
8,5%
7,6%
5,9%
3,1%
3,0%
2,4%
1,6%
France
Spain
Austria
Greece
Australia
Italy
South Africa
Switzerland
United States
The Netherlands
UK IPs
18,6%
13,9%
10,7%
10,3%
4,4%
3,9%
3,3%
3,2%
2,7%
2,6%
Italy
United Kingdom
United States
Spain
Greece
Austria
Switzerland
Poland
The Netherlands
Russia
FR IPs
10,4%
8,9%
8,6%
8,0%
7,6%
6,4%
4,7%
3,8%
3,6%
3,5%
Austria
United States
France
United Kingdom
Spain
Switzerland
Poland
Denmark
Greece
The Netherlands
IT IPs
16,6%
13,3%
10,1%
7,6%
4,1%
3,2%
2,8%
2,6%
2,5%
2,5%
France
Italy
United Kingdom
Spain
China
Greece
Austria
Switzerland
Russia
Japan
US IPs
Top Competitors: Ritz Carlton
Source: TripAdvisor Internal Site Data
Competitors w/ Most Page Views
From Users Viewing Ritz-Carlton
Ritz-Carlton vs. Park Hyatt
Source: TripAdvisor Internal Site Data
Top Competitors: Ritz Carlton
Source: TripAdvisor Internal Site Data
Competitors w/ Most Page Views
From Users Viewing Ritz-Carlton Share of Clicks Won By Competitor
From Users Comparing Both
21 Source: Oxford Economics
Ranking the top 20 tourism markets Country rankings on total spend, 2007 to 2017
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
United States
Germany
United Kingdom
Japan
France
China
Italy
Spain
Mexico
India
Brazil
Australia
Canada
Russia
South Korea
Turkey
Austria
Netherlands
Switzerland
Philippines
United States
China
Germany
Japan
India
United Kingdom
France
Italy
Mexico
Brazil
Spain
Australia
Thailand
Canada
South Korea
Russia
Philippines
Switzerland
Austria
Turkey
by total spend
20 Largest Tourism Markets
• The United States has been the largest
tourism destination worldwide for the
last 11 years
• Emerging markets have increased in
the rankings of top markets
• China has risen from the 6th largest
tourism market in 2007 to the 2nd
largest today
• Germany has been displaced by China
from the #2 market to #3
International Tourism Evolution
2017 will be the eighth consecutive year of international
growth in global travel demand. Annual average growth
has been 4.6% over this period.
Demand is accelerating in 2017 from the moderate
slowdown in from in 2016. This is consistent with the
improvement in economic activity.
Almost 1.3 billion visits are expected in 2017; roughly
twice as many trips as were taken 20 years ago.
Roughly half of all international trips are to European
destinations. Destinations in the Asia-Pacific region are
taking a greater share of travel
International travel has doubled over the past 20 years and continues to grow
22 Source: TDM, UNWTO
Oxford Economics: Arrivals by Destination
0
200
400
600
800
1.000
1.200
1.400
1.600
1990 1995 2000 2005 2010 2015
Millions MEA Asia Pacific
Americas Europe
Global Tourist Arrivals by Destination
Germany Booking Data: Average Nightly Rate
23 Source: TripAdvisor Internal Site Data
o Average nightly rate tends to decrease at the close of summer, to attract more visitors during the colder months
o Large increases in average nightly rate can be seen starting in winter, as users are actively booking for peak season travel
$1
38
$1
44
$1
49
$1
54
$1
56
$1
56
$1
54
$1
59
$1
56
$1
44
$1
42
$1
38
$1
38
$1
38
$1
42
$1
45
$1
50
$1
53
$1
54
$1
62
$1
65
$1
52
$1
51
$1
55
$100
$125
$150
$175
Jan16
Feb16
Mrz16
Apr16
Mai16
Jun16
Jul16
Aug16
Sep16
Okt16
Nov16
Dez16
Jan17
Feb17
Mrz17
Apr17
Mai17
Jun17
Jul17
Aug17
Sep17
Okt17
Nov17
Dez17
Average Nightly Rate
24 Source: TripAdvisor Internal Site Data
o Fewer rooms are sold during the winter months, as peak travel season for Germany normally occurs during the late spring and summer
Germany Booking Data: Room Nights Booked
39
.80
5
37
.51
7
45.4
04
51
.71
3
43
.94
3
54
.56
7
56
.96
4
53
.48
6
59
.88
2
62
.55
1
55
.25
6
44
.10
2
44
.23
8
37
.311
69
.19
1
62
.84
0
49
.99
5
69
.01
6
69.8
78
47
.62
0
37
.78
3
41
.65
8
37
.88
4
30
.82
7
0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
80.000
Jan16
Feb16
Mrz16
Apr16
Mai16
Jun16
Jul 16 Aug16
Sep16
Okt16
Nov16
Dez16
Jan17
Feb17
Mrz17
Apr17
Mai17
Jun17
Jul 17 Aug17
Sep17
Okt17
Nov17
Dez17
Germany Room Nights Booked Through TripAdvisor
$5
,5M
$5
,4M
$6
,7M
$8
,0M
$6
,8M
$8,5
M
$8
,8M
$8
,5M
$9
,3M
$9
,0M
$7
,9M
$6
,1M
$6
,1M
$5
,2M
$9
,8M
$9
,1M
$7
,5M
$1
0,6
M
$1
0,8
M
$7
,7M
$6
,2M
$6
,3M
$5,7
M
$4
,8M
$0
$2.000.000
$4.000.000
$6.000.000
$8.000.000
$10.000.000
$12.000.000
16.Jan
16.Feb
16.Mrz
16.Apr
16.Mai
16.Jun
16.Jul
16.Aug
16.Sep
16.Okt
16.Nov
16.Dez
17.Jan
17.Feb
17.Mrz
17.Apr
17.Mai
17.Jun
17.Jul
17.Aug
17.Sep
17.Okt
17.Nov
17.Dez
25 Source: TripAdvisor Internal Site Data
o Estimated hotels revenue driven by TripAdvisor shows a decrease in winter, due to a decline in average nightly rate and fewer clicks
o Estimated revenue sees a large increase over the spring and summer, likely with people booking for peak season travel
Total Est. Hotel Revenue Booked
Through TripAdvisor, Last 12 Mos
$89.8 million
Germany Booking Data: Total Hotels Revenue
26 Source: TripAdvisor Internal Site Data
o Italy booking revenue driven by TripAdvisor consistently comprises between 4% and 8% of all TripAdvisor booking revenue for Europe as a whole
Germany’s Share of Europe Hotels Revenue
5,0% 5,0% 4,6% 4,5%
3,6%
4,3% 4,3% 4,8%
7,3%
8,4% 8,0%
7,0%
5,0% 5,1% 5,0% 4,8%
3,7%
5,1% 4,9%
4,2%
5,3%
6,1% 6,2%
5,4%
0%
2%
4%
6%
8%
10%
12%
Jan16
Feb16
Mrz16
Apr16
Mai16
Jun16
Jul 16 Aug16
Sep16
Okt16
Nov16
Dez16
Jan17
Feb17
Mrz17
Apr17
Mai17
Jun17
Jul 17 Aug17
Sep17
Okt17
Nov17
Dez17
Jan18
Germany as % of European Hotels Revenue
The Resiliency of Online Travel
28
The 45 Effect
29
Nov 1
4
Dez 1
4
Jan
15
Feb
15
Mrz
15
Apr
15
Ma
i 1
5
Jun
15
Jul 1
5
Aug 1
5
Sep 1
5
Okt
15
Nov 1
5
Dez 1
5
Jan
16
Feb
16
Mrz
16
Apr
16
Ma
i 1
6
Jun
16
Jul 1
6
Aug 1
6
Sep 1
6
Okt
16
Nov 1
6
Dez 1
6
Jan
17
Feb
17
Mrz
17
Apr
17
Ma
i 1
7
Jun
17
Jul 1
7
Aug 1
7
Sep 1
7
Okt
17
Nov 1
7
Dez 1
7
Nov 8 2016
US Election
• No apparent decline in viewing traffic
Views of US Destinations, Total Volume All Users worldwide
30
Nov 1
4
Dez 1
4
Jan
15
Feb
15
Mrz
15
Apr
15
Ma
i 1
5
Jun
15
Jul 1
5
Aug 1
5
Sep 1
5
Okt
15
Nov 1
5
Dez 1
5
Jan
16
Feb
16
Mrz
16
Apr
16
Ma
i 1
6
Jun
16
Jul 1
6
Aug 1
6
Sep 1
6
Okt
16
Nov 1
6
Dez 1
6
Jan
17
Feb
17
Mrz
17
Apr
17
Ma
i 1
7
Jun
17
Jul 1
7
Aug 1
7
Sep 1
7
Okt
17
Nov 1
7
Dez 1
7
Jan
18
Nov 8 2016
US Election
• Still no apparent decline
• Drop in December is seasonal each year
• Growth still apparent
Views of US Destinations, Total Volume Excludes US Users
31
Clicks to US Destinations as % of Global Travel Excludes US Users
0,0%
1,0%
2,0%
3,0%
4,0%
5,0%
6,0%
7,0%
8,0%
Nov 1
4
Dez 1
4
Jan
15
Feb
15
Mrz
15
Apr
15
Ma
i 1
5
Jun
15
Jul 1
5
Aug 1
5
Sep 1
5
Okt
15
Nov 1
5
Dez 1
5
Jan
16
Feb
16
Mrz
16
Apr
16
Ma
i 1
6
Jun
16
Jul 1
6
Aug 1
6
Sep 1
6
Okt
16
Nov 1
6
Dez 1
6
Jan
17
Feb
17
Mrz
17
Apr
17
Ma
i 1
7
Jun
17
Jul 1
7
Aug 1
7
Sep 1
7
Okt
17
Nov 1
7
Dez 1
7
Jan
18
Nov 8 2016
US Election
• Clear slow decline visible
• However decline began prior to 2014
• Most likely due to growth in APAC & other options
32
Clicks to US Destinations as % of Outbound Travel German Users Only
0,0%
2,0%
4,0%
6,0%
8,0%
10,0%
12,0%N
ov 1
4
Dez 1
4
Jan
15
Feb
15
Mrz
15
Apr
15
Ma
i 1
5
Jun
15
Jul 1
5
Aug 1
5
Sep 1
5
Okt
15
Nov 1
5
Dez 1
5
Jan
16
Feb
16
Mrz
16
Apr
16
Ma
i 1
6
Jun
16
Jul 1
6
Aug 1
6
Sep 1
6
Okt
16
Nov 1
6
Dez 1
6
Jan
17
Feb
17
Mrz
17
Apr
17
Ma
i 1
7
Jun
17
Jul 1
7
Aug 1
7
Sep 1
7
Okt
17
Nov 1
7
Dez 1
7
Jan
18
Nov 8 2016
US Election
• German interest down but trend started earlier
• If anything drop slowed
• Likely reflects growing interest in other markets
33
Clicks to US Destinations as % of Outbound Travel French Users Only
0,0%
1,0%
2,0%
3,0%
4,0%
5,0%
6,0%
7,0%
8,0%
9,0%
10,0%N
ov 1
4
Dez 1
4
Jan
15
Feb
15
Mrz
15
Apr
15
Ma
i 1
5
Jun
15
Jul 1
5
Aug 1
5
Sep 1
5
Okt
15
Nov 1
5
Dez 1
5
Jan
16
Feb
16
Mrz
16
Apr
16
Ma
i 1
6
Jun
16
Jul 1
6
Aug 1
6
Sep 1
6
Okt
16
Nov 1
6
Dez 1
6
Jan
17
Feb
17
Mrz
17
Apr
17
Ma
i 1
7
Jun
17
Jul 1
7
Aug 1
7
Sep 1
7
Okt
17
Nov 1
7
Dez 1
7
Jan
18
Nov 8 2016
US Election
• France interest down
• Trend started earlier
• Clear seasonal pattern opposite beach weather
34
Clicks to US Destinations as % of Outbound Travel Spanish Users Only
0,0%
1,0%
2,0%
3,0%
4,0%
5,0%
6,0%
7,0%
8,0%
9,0%
10,0%N
ov 1
4
Dez 1
4
Jan
15
Feb
15
Mrz
15
Apr
15
Ma
i 1
5
Jun
15
Jul 1
5
Aug 1
5
Sep 1
5
Okt
15
Nov 1
5
Dez 1
5
Jan
16
Feb
16
Mrz
16
Apr
16
Ma
i 1
6
Jun
16
Jul 1
6
Aug 1
6
Sep 1
6
Okt
16
Nov 1
6
Dez 1
6
Jan
17
Feb
17
Mrz
17
Apr
17
Ma
i 1
7
Jun
17
Jul 1
7
Aug 1
7
Sep 1
7
Okt
17
Nov 1
7
Dez 1
7
Jan
18
Nov 8 2016
US Election
• Spain interest down slightly
• Could be 1pt lower interest in Sept-May 2016/17
• Difficult to say is specific to election
35
Clicks to US Destinations as % of Outbound Travel Russian Users Only
0,0%
1,0%
2,0%
3,0%
4,0%
5,0%
6,0%
7,0%
8,0%
Nov 1
4
Dez 1
4
Jan
15
Feb
15
Mrz
15
Apr
15
Ma
i 1
5
Jun
15
Jul 1
5
Aug 1
5
Sep 1
5
Okt
15
Nov 1
5
Dez 1
5
Jan
16
Feb
16
Mrz
16
Apr
16
Ma
i 1
6
Jun
16
Jul 1
6
Aug 1
6
Sep 1
6
Okt
16
Nov 1
6
Dez 1
6
Jan
17
Feb
17
Mrz
17
Apr
17
Ma
i 1
7
Jun
17
Jul 1
7
Aug 1
7
Sep 1
7
Okt
17
Nov 1
7
Dez 1
7
Jan
18
Nov 8 2016
US Election
• Russia interest significantly up
• Fell back to lower than ever after four months
• Might be interesting to analyse the hotels chosen
?
36
Clicks to US Destinations as % of Outbound Travel UK Users Only
0,0%
2,0%
4,0%
6,0%
8,0%
10,0%
12,0%N
ov 1
4
Dez 1
4
Jan
15
Feb
15
Mrz
15
Apr
15
Ma
i 1
5
Jun
15
Jul 1
5
Aug 1
5
Sep 1
5
Okt
15
Nov 1
5
Dez 1
5
Jan
16
Feb
16
Mrz
16
Apr
16
Ma
i 1
6
Jun
16
Jul 1
6
Aug 1
6
Sep 1
6
Okt
16
Nov 1
6
Dez 1
6
Jan
17
Feb
17
Mrz
17
Apr
17
Ma
i 1
7
Jun
17
Jul 1
7
Aug 1
7
Sep 1
7
Okt
17
Nov 1
7
Dez 1
7
Jan
18
Nov 8 2016
US Election
• Definitely a drop after election
• However, drop seemed to start earlier – in June
• June 2016 was Brexit & drop in £
• With weak £, trips to the US far more expensive
Brexit
Referendum
Share of clicks to book hotels in Europe going to
Paris
37
No
v 1
4
De
z 1
4
Jan
15
Feb
15
Mrz
15
Apr
15
Ma
i 1
5
Jun
15
Jul 1
5
Aug 1
5
Sep 1
5
Okt
15
No
v 1
5
De
z 1
5
Jan
16
Feb
16
Mrz
16
Apr
16
Ma
i 1
6
Jun
16
Jul 1
6
Aug 1
6
Sep 1
6
Okt
16
No
v 1
6
De
z 1
6
Jan
17
Feb
17
Mrz
17
Apr
17
Ma
i 1
7
Jun
17
Jul 1
7
Aug 1
7
Sep 1
7
Okt
17
No
v 1
7
De
z 1
7
Jan
18
0,00%
2,00%
4,00%
6,00%
8,00%
10,00%
12,00%
14,00%
Global
United States
United Kingdom
Italy
Spain
Germany
Source: TripAdvisor Session Data
ISIS Attack
Share of clicks to book hotels in Europe going to
Barcelona
38
No
v 1
4
De
z 1
4
Jan
15
Feb
15
Mrz
15
Apr
15
Ma
i 1
5
Jun
15
Jul 1
5
Aug 1
5
Sep 1
5
Okt
15
No
v 1
5
De
z 1
5
Jan
16
Feb
16
Mrz
16
Apr
16
Ma
i 1
6
Jun
16
Jul 1
6
Aug 1
6
Sep 1
6
Okt
16
No
v 1
6
De
z 1
6
Jan
17
Feb
17
Mrz
17
Apr
17
Ma
i 1
7
Jun
17
Jul 1
7
Aug 1
7
Sep 1
7
Okt
17
No
v 1
7
De
z 1
7
Jan
18
0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
6,00%
Global
United States
United Kingdom
France
Italy
Germany
Source: TripAdvisor Session Data
Las
Ramblas
Attack
Share of clicks to book hotels in Europe going to
London
39
No
v 1
4
De
z 1
4
Jan
15
Feb
15
Mrz
15
Apr
15
Ma
i 1
5
Jun
15
Jul 1
5
Aug 1
5
Sep 1
5
Okt
15
No
v 1
5
De
z 1
5
Jan
16
Feb
16
Mrz
16
Apr
16
Ma
i 1
6
Jun
16
Jul 1
6
Aug 1
6
Sep 1
6
Okt
16
No
v 1
6
De
z 1
6
Jan
17
Feb
17
Mrz
17
Apr
17
Ma
i 1
7
Jun
17
Jul 1
7
Aug 1
7
Sep 1
7
Okt
17
No
v 1
7
De
z 1
7
Jan
18
0,00%
2,00%
4,00%
6,00%
8,00%
10,00%
12,00%
14,00%
Global United States
Spain France
Italy Germany
Source: TripAdvisor Session Data
Westminster
Attack
London
Bridge
Attack
Manchester
Attack
40
Conclusions
1. The world of travel only continues to grow
2. Be sure to know your real competitors
3. Europe remains in top spot as the number one
destination on Earth
4. Price and brand still matters far more than
politics
5. In the long run we are unafraid
2018 New Hotels Insights
How important is the “hero” photo?
?
Oddly Performing Properties
Click Share index -12%
Review Score Index +3%
Oddly Performing Properties
Click Share index -51%
Review Score Index +11%
Oddly Performing Properties
Click Share index -31%
Review Score Index +12%
Oddly Performing Properties
Click Share index -60%
Review Score Index +8%
Oddly Performing Properties
Click Share index -60%
Review Score
Index -14%
Tinder Auto-Optimisation
Top Swaps
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