TripAdvisor – Global Size and Scope

An estimated 1 in every 16 people online in the

world visited TripAdvisor in July 2014

38th biggest website in the world, based on traffic

Source: comScore Data Services, 2014, Google Analytics, 2014, TripAdvisor site data 2014

115 contributions a minute on the site

45 domains in 28 languages

315 million unique monthly visitors, and more

than 190 million reviews and opinions

CONFIDENCE IN INFORMATION Percentage of UK consumers who say they have trust and

confidence in information on these platforms and sites – a third party

UK study

TripAdvisor

82%

Amazon

79%

Mumsnet

74%

LinkedIn

69%

Personal blog

67%

Pinterest

61%

Google+

56%

Twitter

55%

Brand/business blog

54%

Instagram

49%

Facebook

46%

Source: Chartered Institute of Marketing Travel Industry Group and YouGov, Nov 2014

TripAdvisor in Italy

6.4M+ unique monthly Italian visitors to TripAdvisor*

• Trailing only US, China and UK

• Most popular travel website among Italian Internet users*

250,000+ total Italian properties listed on TripAdvisor

• Accommodations: ~ 78,000

• Restaurants: ~ 150,000

• Attractions: ~ 33,000

Average rating of Italian properties on TripAdvisor

• Accommodations: 4.21

• Restaurants: 3.97

• Attractions: 4.42

*comScore Data Services, August 2014, TripAdvisor site data 2014

64% of Italian respondents use the TripAdvisor website at least once/week

85% of Italian respondents read at least 6-12 reviews before making a

decision on a hotel, restaurant or attraction (43% read at least 13 reviews)

62% of Italian respondents say they ignore extreme comments when reading

reviews

Italian market relies on TripAdvisor

95% of Italian respondents find

TripAdvisor reviews accurately reflect the

actual experience

76% of Italian respondents “always” or

“usually” reference TripAdvisor reviews

before deciding

56% of Italian respondents will not book a

hotel that does not have any reviews

75% “always” or “usually”

reference TripAdvisor reviews

before choosing a restaurant…

…which is the Largest % of any

country polled (worldwide average

is 50%)

39% avoid eating at restaurants

that do not have any reviews

About hotels About restaurants

Based on a Dec. 2013 PhoCusWright study of Italian TripAdvisor visitors:

Based on 2014 Ipsos study of Italian tourism businesses

Factors that Italian business

owners believe have the

biggest impact on traveler

bookings:

• 70% - online reviews

• 47% - price

• 40% - recommendations

from friends and family

95% of Italian business owners think online

reviews are important for generating bookings

What channels do Italian

business owners use to market

their property?

• 49% - TripAdvisor

• 41% - Property’s own website

• 37% - Social media and mobile

marketing

• 31% - Printed materials (e.g.,

brochures)

What social media channels

do Italian business owners

use to interact with guests?

• 72% - Facebook

• 71% - TripAdvisor

• 30% - Google+

• 20% - Twitter

• 11% - YouTube

Top Italian regions with the highest review scores

Top 3 Regions with the highest accommodations score: o Trentino Alto Adige (4.41) o Valle d’Aosta (4.35) o Basilicata (4.33)

Top 3 Regions with the highest attractions score: o Basilicata (4.57) o Tuscany (4.52) o Campania and Lazio (4.50)

* Source TripAdvisor site data, April-April 2013/2014

Top 20 Markets Researching Italy

• In the last 12 months

domestic searches by

Italians on Italy made up

68% of views of Italy

content on TripAdvisor

• Key international markets

are UK, USA and France

19.1%

17.3%

8.8%

7.6%

4.1%

3.8%

3.6%

3.5%

2.9%

2.2%

1.9%

1.9%

1.8%

1.5%

1.2%

1.2%

1.1%

1.1%

0.9%

0.9%

United States

United Kingdom

France

Germany

Switzerland

Spain

Canada

Australia

Russia

The Netherlands

Japan

Belgium

Brazil

Austria

China

Ireland

Argentina

Sweden

Poland

Israel

• *In terms of total TripAdvisor page views in the last 12 months

• Source: TripAdvisor Internal Site Data

68%

32%

Italy All Others

Growth of interest in Italy – long-haul is key!

• Inbound travel trends study, internal data September 2012-September 2013 vs September 2013-September 2014

:

Markets for greatest year-on-year growth in share of sessions looking at Italian destinations on TripAdvisor 1. Singapore 2. India 3. China 4. Japan 5. Italy 6. Canada 7. Sweden 8. Austria 9. United States 10. Norway

Italy’s competitive set

• Source: TripAdvisor Internal Site Data, March – August 2014

The data below reflects the top 10 Countries and top 10 Cities viewed by users who also

viewed Italy

More than half of TripAdvisor users say they write hotel reviews because they feel like they are a part of the TripAdvisor travel social community

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.

Building engagement: Recognizing top contributors

Sharing who wrote the review

Who is reviewing Italy?

• Travellers from the United States and Malta are the most positive about Italy, giving average review ratings of 4.41 for Italian businesses over the past year.

• Israelis (4.39), Canadians (4.36) and Brits (4.35) also rate Italian businesses highly on TripAdvisor.

• Russian travellers have become much keener reviewers of Italian businesses in the past year, increasing the amount of reviews they write about Italy by 257 percent year over year, followed by Brazilians (70%) and Argentinians (43%).

• Inbound travel trends study, internal data September 2012-September 2013 vs September 2013-September 2014

Review Moderation – Strength in Numbers

TripAdvisor considers its content moderation and content integrity to

be critical to the company’s success

We wrote the book on online fraud detection

o Content Team comprised of 250+ employees

o Includes sub-units for Customer Support, Content Integrity,

Investigations and Listings

o Internationally located content integrity team

o Team speaks 28 languages

Leveraging the TripAdvisor Community

In addition to our automated processing and manual review

systems, the TripAdvisor community – both travellers and business

owners - report content to TripAdvisor they believe does not meet

guidelines or is suspicious

All content reported to TripAdvisor is reviewed by a specialist,

normally within 24 hours

The factors that drive the most traveler engagement on hotel

or B&B pages – reviews and interaction matter:

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.

(ranked by level of impact on traveler engagement1)

Number of reviews in the past year

Total number of reviews

Management responses in the past year

There is a very strong correlation between average review

rating and rate of management responses

Management

Response Rate

Average Review

Rating

(out of 5 bubbles)

0% 3.81

5%-40%

40%-65%

65+%

4.04

4.05

4.15

Hotels providing a management response to

reviews are 21% more likely to receive a

booking inquiry via TripAdvisor than those who

don’t respond to any reviews.

Properties that respond to over 50 percent of their

reviews increase their likelihood of receiving a

booking inquiry by 24%

(Compared to properties that do not respond to reviews)

Reviews encourage travelers to spend more

• If prices are the same, travellers are 3.9 times more

likely to choose a hotel with higher review scores

• 76% of customers were willing to pay more for a

hotel with higher review scores

Source: “The Effect of Reviews on Hotel Conversion Rates and Pricing,” TrustYou, September 2014

The bottom line? Reviews matter

of global travelers say reviews are

influential when choosing where to book 89%

of global hoteliers say reviews are

influential in generating bookings 96%

Source: TripBarometer by TripAdvisor, April 2014

* Data was collected February – March 2014, based on an online survey of 10,370 representatives from accommodations in the TripAdvisor database, weighted equally by country, and

50,637 TripAdvisor website users and Ipsos online panelists who have researched their travel plans online in the last year, weighted to the known profile of the online population. Further

details can be found in the TripBarometer global report.

Helps travellers book a greener trip Online survey (30 – 60 minutes on average) 5 levels: GreenPartner, Bronze, Silver, Gold, Platinum Random independent audit program (documentation audit) Largest green hotel program in the world with 7,000 properties in North America and Europe 100% free for hotels an B&Bs Developed with support from:

Visible and searchable on TripAdvisor

Key takeaways

• Manage your reputation online it is free & that is where

travellers are

• Remember that every visit to your hotel, B&B, restaurant or

museum is an experience – an experience that they will share

GRAZIE!