Reputation and other trends Presented by Gianluca Laterza, Territory Manager

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million 350 unique monthly visitors

million 90

TripAdvisor members

million 290 reviews and opinions

190 contributions every minute

Source: comScore September 2015 3

155,590 144,103

72,597 56,823

50,005 32,985

20,097 19,155 18,118

16,126 15,036 14,524 14,464 14,342 14,332 13,698 13,220 12,873 12,814

10,491 10,460 10,301 10,268 9,915

8,173

0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000

TripAdvisor Media Group TripAdvisor

Booking.com Qunar

Ctrip.com International Expedia

Hotels.com Trivago Sites Sohu Travel

Agoda Skyscanner Sites Despegar Sites

MSN Travel Indian Railways

HomeAway Yahoo Travel

Elong Sites Airbnb

Kayak.com eDreams

Ryanair Priceline

MakeMyTrip Southwest Airlines Co.

Jalan

TripAdvisor – Worldwide TAMG remains the largest travel player worldwide

Note: For comparison purposes data above reflects Desktop only

TripAdvisor 20% of the Travel Market TAMG 22% of the Travel Market

Source: comScore September 2015 4

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THE PROLIFERATION OF MOBILE USAGE WITH TRAVELERS

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215 MILLION TRAVELLERS DOWNLOADED THE VARIOUS TRIPADVISOR APPS

Source: comScore July 2015

45%

How are you being searched?

55%

use mobile while travelling 91% looking for restaurants 45% reading reviews 32% looking for things to do 37%

IN-DESTINATION USE CASE IS HUGE

Source: GLOBAL tripbarometer 2014

INNOVATIVE USE OF LOCATION

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THE CONNECTED TRAVELER

Source: comScore July 2015

TripBarometer’s Connected Traveler Study

*Data based on results from online survey of 10,261 accommodations and 34,016 travelers by TripAdvisor and Ipsos, collected January-February 2015.

o  “Connected Travelers” are defined as those who have used their smartphone to plan or book travel

o  Part of the World’s largest accomodation and traveler survey*

Emerging Marketing Have Higher Proportion of Connected Travelers If your guests tend to come from the following markets, you should consider investing more in mobile markets

•  Thailand – 65% •  China – 65% •  Brazil – 59% •  Indonesia – 59% •  Malaysia – 53% •  Italy – 49% •  USA – 48% •  India – 47% •  Australia – 47% •  Russia – 44%

Connected Traveler Trend #1

Source: TripBarometer 2015

77% say amenities are also influential during the decision process.

•  Free in-room Wi-Fi – 74% •  Free breakfast – 60% •  In-room amenities – 58% •  Free shuttle service – 35% •  Staff who speak the traveller’s language – 35%

Price, travel reviews and convenient location are most influential for travellers

Connected Traveler Trend #2 International Leisure Trips expected to increase by 15%

• Turkey – up 58% •  India – up 45% • New Zealand – up 39% • South Africa – up 38% • Brazil – up 37%

Connected Traveler Trend #3

Local exploration is a main motivator for choosing destinations

When travellers worldwide were asked why they picked a particular destination, many said that local activities, experiences and culture are highly influential.

•  It’s somewhere I’ve always wanted to go – 42% •  It suits the holiday activities I want – 33% •  There’s a particular attraction I want to visit – 33% •  I love exploring the area – 29% •  I love the local cuisine – 23%

Mobile Check-in There’s room for improvement with mobile check-in.

34% of the smartphone-loving Connected Travelers audience wants a mobile check-in option.

Yet only 11% of lodgings offer this option that saves time for both guests and front desk staff.

of global travellers 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.

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HOW HOTEL ENGAGEMENT DRIVES RESULTS

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Highly engaged hotels see more results on TripAdvisor

What makes a hotel highly engaged on TripAdvisor? •  At least one active, verified owner •  10+ Management Photos on their listings •  25%+ of reviews receive a Management Response

How highly engaged hotels perform over others:

Atmosphere Research Group study links engagement and performance

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

Highly engaged hotels that prompt every guest to write a review with tools like the TripAdvisor Review Collection Platform (RCP) see: •  Up to 80% more reviews per month over previous numbers •  POP ranking visibility to 3 of every 4 travelers exploring their markets Other key performance metrics of highly engaged hotels using RCP:

Systematic review collection amplifies “Virtuous Circle” benefits

Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015

The “Virtuous

Circle” of Guest Engagement

Source: “Using Guest Reviews to Pave the Path To Greater Engagement,” Atmosphere Research Group, September 2015

Source: comScore July 2015

How to engage: Best Practices

1.  Look after your listing (photos, videos, description) 2.  Post appropriate responses to reviews 3.  Encourage reviews

Source: Independent PhoCusWright study “Custom Survey Research Engagement”, September 2015

Reviews influence traveller decisions

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of respondents say an appropriate management response to a bad review

improves my impression of the hotel.

85% of respondents say seeing a hotel management response

to reviews makes me believe that it cares more

about its guests.

80%

Source: comScore July 2015

Management Responses: Best Practices

1.  Appoint the right person 2.  Say “thank you” 3.  Respond promptly (but sometime take your time) 4.  Avoid controversy (aggressive or defensive approach) 5.  Do not reiterate negatives 6.  Highlight positives 7.  Address specific complaints 8.  Be original (use irony and creativity)

Source: comScore July 2015

Anatomy of a good response

THANKS

FOLLOWS UP

APOLOGIZES

REINFORCES POSITIVE

INVITES BACK

DEMONSTRATES IMPORTANCE OF GUEST FEEDBACK

Source: comScore July 2015

A good reputation has deep roots

1.  Identify your target 2.  Manage expectations 3.  Establish and manage relations 4.  Offer high quality service

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