insights to global consumers travel interests in 2014

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Insights to Global consumers Travel interests in 2014

– TripBarometer by TripAdvisor


Table of Contents

TripBarometer

Insights

Partnering with

TripAdvisor

About

TripAdvisor

HELLO

…………………………………………………….

……………………………………………………..


TripAdvisor The World’s Largest Travel Site

150+ Million

Reviews & opinions


Source: comScore March 2014

LATAM

6m

EUROPE

27.5m

MIDDLE

EAST &

AFRICA

2.8m

APAC

12.8m

+12%

+6%

-9%

-2%

TripAdvisor is the World’s largest travel site with 65.3m Unique Users in March 2014

The World’s Largest Travel site

Change YoY (%)

NORTH

AMERICA

- Desktop*

16.4m

-20%

NORTH

AMERICA

- With Mobile

26.3m


Source: comScore March 2014

TripAdvisor APAC – Strong Growth In China

APAC Total 12.8million

Other Markets

Worldwide Total 65.3million

US Total 13.4million

EU Total 27.5million

New Zealand

146k

Singapore

254k

Malaysia

478k

Philippines

113k

Vietnam

78k

Taiwan

354k Hong Kong

155k Thailand

381k

Indonesia

239k

INDIA

2.8m

CHINA

4.2m

JAPAN

1.8m

AUSTRALIA

864K

-10%

-5%

+95% -15%

Change YoY (%)

Change YoY +6%



Other

Travel Media Brands

Owned

22

Employees 2100+

Key revenue streams:

Click-based Advertising

Revenue

Display-based Advertising

Revenue

Subscription-based

Revenue (T4B)

Public Trading Company

Billion Dollar 7 Market Cap


Comprehensive study of Accommodation

Business and Consumers.

TripBarometer The World’s Largest Accommodation and Traveler Survey - Winter 2012 / 2013

Source: Data based on results from online survey of 15,595 travelers and 19,447 accommodations by TripAdvisor and

StrategyOne, January, 2013

Covers the travel attitudes and

behaviors of consumers.

Insights into the Hotel industry’s

plans and expectations.

SAMPLE

INCLUDES

15,595 consumers &

19,447 businesses

OVER

35,042 participation

In online

survey

26 OVER

countries spanning

7 regions


TripBarometer The World’s Largest Accommodation and Traveler Survey - Winter 2012 / 2013

OBJECTIVES

The key areas of investigation for the consumer survey are:

Travel decision-making factors

Information sources when planning travel

The use of technology on trips

The role of reviews and social media in travel planning and booking

Appetite for booking travel via mobile devices

Demand for accommodation amenities and services


TRAVEL PLANNING IS DOMINATED BY ONLINE RESOURCES

WORD – OF – MOUTH BECOMES EVEN MORE POWERFUL ONLINE

TRAVEL REVIEW

WEBSITES

69%

70%

46%

66%

47%

68%

69%

30%

57%

ONLINE TRAVEL

AGENCIES

57%

57%

48%

48%

57%

49%

64%

54%

54%

TRAVEL

OPERATOR SITES

56%

51%

44%

60%

68%

66%

60%

61%

59%

FAMILY

& FRIENDS

43%

54%

53%

27%

60%

55%

46%

50%

49%

MAGAZINES

& BROCHURES

30%

30%

31%

57%

43 %

51%

28%

20%

37%

SOCIAL

MEDIA

24%

33%

50%

20%

42%

52%

16%

15%

33%

STORE – FRONT

TRAVEL AGENCY

18%

20%

23%

11%

33%

11%

17%

13%

18%

Worldwide

in India

in Indonesia

in Japan

in Malaysia

in Thailand

in Australia

in New Zealand

APAC

Source: Data based on results from online survey of 15,595 travelers and 19,447 accommodations by TripAdvisor and StrategyOne, January, 2013


FACTORS THAT INFLUENCE A BOOKING DECISION

80% of travelers

worldwide say

it’s important for

accommodations

to offer free Wi-Fi

FREE AMENITIES HAVE A CONSIDERABLE INFLUENCE ON

BOOKING DECISIONS FOR APAC TRAVELERS

MOST POPULAR LEAST POPULAR

FREE

IN-ROOM

WI-FI

FREE

BREAKFAST

COMPLE-

MENTARY

PERSONAL

CARE

ITEMS

GYM MINIBAR SPA

in India

in Indonesia

in Japan

in Malaysia

in Thailand

in Australia

in New Zealand

83%

91%

64%

89%

93%

78%

77%

88%

91%

84%

86%

86%

81%

-

-

-

72%

-

77%

-

-

48%

57%

16%

35%

36%

26%

-

42%

43%

-

31%

37%

-

25%

-

60%

-

38%

34%

25%

29%

AVAILABLE

TOURIST

INFO

FREE

LOBBY

WI-FI

TOURIST

BROCHURES

ON-SITE

FREE

PARKING

-

-

-

75%

77%

-

-

-

-

-

-

-

70%

74%

-

-

-

-

-

-

76%

-

89%

-

-

-

-

-

80%

-

-

-

-

-

-

BUSINESS

CENTER

BUSINESS

CENTER

POOL

47%

-

20%

-

-

18%

20%

-

-

25%

-

-

-

-

WORLDWIDE, PEOPLE CONSIDER AN AVERAGE

OF SEVEN PROPERTIES WHEN BOOKING



91

%

92

%

ONLINE REVIEWS ARE CHANGING TRAVEL

93% of travelers worldwide

say their booking

decisions are

impacted by

online reviews

APAC

properties

according to which

reviews are

Important for

booking

51 % OF TRAVELERS WORLDWIDE HAVE WRITTEN

A REVIEW OF AN ACCOMMODATION AFTER A TRIP

%

9

7

%

INDIA

INDONESIA

JAPAN

MALAYSIA

THAILAND

AUSTRALIA

NEW ZEALAND

INDIA INDONESIA JAPAN MALAYSIA THAILAND AUSTRALIA NEW ZEALAND

% APAC Properties which actively monitor Social Media

88

%

96

% 91

%

8

3

%

80

%



THE MOBILE MARKETPLACE: SMALL SCREEN, BIG GAPS

36%

43%

41%

32%

35%

33%

30%

INDIA

INDONESIA

JAPAN

MALAYSIA

THAILAND

AUSTRALIA

NEW ZEALAND

APAC Properties Prioritizing

Mobile Marketing in 2013

72% TRAVELERS WORDWIDE

SAY THE ABILITY TO

BOOK VIA

MOBILE DEVICES

IS USEFUL

36% APAC



GROWING OPTIMISM FOR 2013 TRAVEL

BUSINESSES ARE OPTIMISTIC ABOUT 2013 PROFITABILITY

68% 79%

82%

54%

72% 77%

WORLDWIDE U.S. NORTH AMERICA

EUROPE ASIA SOUTH AMERICA

4 IN 10 ACCOMMODATIONS WORLDWIDE ARE PLANNING TO

INCREASE ROOM RATES IN 2013



44% NORTH AMERICA 44%

EUROPE

58% SOUTH AMERICA

63%

ASIA

GROWING OPTIMISM FOR 2013 TRAVEL

TRAVELERS ARE LIKELY TO INCREASE TRAVEL BUDGETS IN 2013


77% INDIA 90%

INDONESIA

32% JAPAN

73% MALAYSIA

83%

THAILAND

44% AUSTRALIA

45% NEW ZEALAND


Partnering with TripAdvisor

Targeted Display

Sponsorship

Bespoke Solution

………………………………………………………………………..

………………………………………………………………………..

+1200 PARTNERS

IN 2011

………………………………………………………………………..

Measurement & Objectives

Data & Research

………………………………………………………………………..

“The

Partnership

Approach”


OTA partner ROI report

TripAdvisor Travel Trends Survey – 1,200 respondents **

Sold Long Haul

3%

Sold Competitive Region

44% Sold Destination

Targeted

53%

47% of our travelers book a different

geo to the one they first started

researching

32% use TripAdvisor at the beginning

when I am looking to be inspired with

a destination to visit**

39% use TripAdvisor at the beginning when I

am choosing between destinations**

Inspiration to Destination Selection A high percentage of TripAdvisor’s audience is at the upper portion of the

travel funnel


TripAdvisor – Inspiration & Planning Are Key Most popular channels at each stage of the process

Total Media, Travel Report 2011 - Sources of information consulted for last short break holiday,

Total stated that the Long Haul results were virtually identical in their report.

0

5

10

15

20

25

30

35

40

A NewspaperWebsite

Opinions seen ona travel socialmedia network

Advertising in aNewspaper or

Magazine

A TelevisionAdvertisment

A NewspaperTravel Section

A Travel Magazine A Review WebsiteThat has ratings

and opinions

Recommendationsfrom a friend

%

Inspiration & Ideas Information on how and where to book Destination information


Behavioral Targeting

+

Best Value Family Luxury Business Romantic On the beach Resort

ROS

CONTINENT

COUNTRY

CITY

REGION

Luxury

Upper

Mid Range

Economy

Budget

Type of Traveller


TripAdvisor Rich Media Opportunities

Page Peel Pushdown 300x600

……...……

125x125

500x500

to

……...……

970x418

to

……...…… 970x66

……...…….

Travellers’ Choice

Sponsorship

Opportunity

Increase awareness and visitation

with high impact sponsorships.

Integrate your brand into high traffic

user generated content pages


Enrich Your Destination Page on TripAdvisor

Every major destination has an

existing page on Tripadvisor

Upload compelling images and

content

Incorporate events and festivals

Track page views and engagement

Drive traffic to your website


Customized Interactive Solutions

http://www.tripadvisor.com/DiscoverAustralia

Tripadvisor has an in-house advertising

group called Ad Solutions

Tripadvisor can develop interactive

micro-sites that live within Tripadvisor

These landing pages increase visitation

and generate awareness

http://www.tripadvisor.com/DiscoverAustralia


Execution and Measurement

During the campaign: we coordinate with clients / agencies to closely monitor

the performance and optimize to maximize KPI’s

Post Campaign : a delivery report is sent to our partners upon request, which

indicate the full delivery of impressions, clicks and click through rate (CTR)

Client Tracking: client has the ability touse their own tracking tools to record

advertising performance


THANK YOU

QUESTIONS?

insights to global consumers travel interests in 2014

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