Do the sums: travel reviews + data analysis = better experiences

Alan%Young,%SVP%Marke2ng%&%Strategic%Partnerships%%

Brian%Payea,%Head%of%Industry%Rela2ons,%TripAdvisor%%

Donna%QuadriEFeliG ,%Clinical%Associate%Professor%of%

Hospitality%and%Tourism%Management%at%NY%University,%Tisch%Center%for%Hospitality,%Tourism,%and%

Sports%Management%

TRAVEL REVIEWS +

DATA ANALYSIS

= BETTER EXPERIENCES

The data from t ravel reviews is incredibly

powerful; not only for hoteliers who want

to manage their hotel’s reputat ion, but

also for dest inat ions, OTAs, metasearch

players and other t ravel websites.

Data- driven intelligence helps personalize

the user experience and inspire t ravelers’

decisions using wisdom and insights from

other t ravelers.

The Mission

TrustYou’s Mission is to pos i t i vel y i nf l uenc e

t ravelers’ decisions.

We know that customers

digest and leverage a lot of opinions to make good

choi ces, and we are

passionate about bet ter

t r avel , t our i sm and

hospitality experiences.

The Review Ecosystem

TripAdvisor

Twitter

Facebook

Online Reviews by the Numbers

79% of consumers trust online reviews as much as

personal recommendations

– this is an increase of

10% compared to 2012. Source: BrightLocal Study 2013

There are currently 2 0 0 + m i l l i o n

reviews writ ten

across the Internet. Source: TrustYou

%%

%81% of all reviews are

positive. Source: TrustYou

%

87% of users agree tha t TripAdvisor hotel reviews "help

me feel more confident in my

decisions.“ Source: TripAdvisor

6%

Reviews are the last step in the buying process

Do I know where I

want to travel?

Is this hotel in

my budget

range?

Choose where

you want to go

Does it have

good reviews? Find another one

Book!

Yes

Yes

Yes

No

No

No

Search for a

better hotel

HOTELS: LEVERAGING REVIEWS TO

INCREASE BOOKINGS AND

IMPROVE TRUST WITH TRAVELERS

HOTELS: LEVERAGING REVIEWS TO

INCREASE BOOKINGS AND

IMPROVE TRUST WITH TRAVELERS

8%

user contributions every minute

businesses and properties listed, including

748,000 hotels,%B&Bs,%and%specialty%lodging

million

unique monthly visitors*

million

8

reviews and opinions million

*Source: Google Analytics, worldwide data, July 2013

TripAdvisor members million

9%

Do Online Reviews Impact Booking?

of global travelers say their booking decisions are

impacted by online reviews

of global hotels say reviews are important

for bookings

93% 96%

The$TripBarometer$by$TripAdvisor$is$based$upon$an$online$survey$conducted$in$Dec.$2012$–$Jan.$2013.$A$total$of$35,042$people$parCcipated$in$the$online$survey$from$26$countries$spanning$7$regions.$The$sample$is$made$up$of$15,595$consumers$and$19,447$businesses,$making$it$the$world’s$largest$

combined$accommodaCon$and$traveler$survey.$

10%

Reviews Inf luence Traveler Decisions

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

of travelers usually or always reference TripAdvisor hotel

reviews before making their

selection

81% of travelers say they will

not book a hotel that

doesn’t have any reviews

53%

11%

TripAdvisor Reviews Are Largely Posit ive

48%

29%

12%

6%

6%

Average Review Score:

4.08 Source:$TripAdvisor.$Percentage$of$all$raCngs,$December$2012$

12%

Responses Inf luence Travelers’ Opinions

of respondents say an appropriate management

response to a bad review

improves my impression of the

hotel.

84% of respondents say seeing a hotel management response

to reviews makes me believe

that it cares more about its

guests.

78%

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

13%

A New Way To Maximize Direct Bookings

A link on your TripAdvisor profile featuring your rates and availability — sending travelers directly to your online

reservations center.

14%

Travelers Plan to Lower Their Budgets

Only 1/3 of global travelers are optimistic about the

economy

Travelers plan to spend less in the coming year

15%

Though Travelers in Emerging Markets Plan to Spend More

16%

Trips Are Shorter, Yet More Frequent

Short Vacations Up 19%

Long Vacations Up 11%

In 2013, 85% of global travelers plan to travel within

their home markets so they can:

Save money Visit

family

Discover their own

country

27%

29%

42%

17%

Travelers Are Constant ly Connected

87% of global travelers and 85%

of Americans use

mobile devices while

traveling

18%

How Travelers Use Their Smartphones and Tablets On Holiday

19%

Hoteliers Are Opt imist ic About 2014

2/3 of global hoteliers are optimistic about 2014 profitability, while only 1/3 of global

travelers are optimistic about the economy

Industry confidence is highest in the Americas, Asia and Middle East

C. America

N. America

Asia

S. America

Middle East

Africa

Australasia

Europe

DESTINATIONS: CAN LEARN ABOUT TRAVELERS AND

TRENDS FROM REVIEW DATA TO

IMPROVE

The Research

TrustYou 3Q Quarterly Report: Destination USA 21%

• 3Q Report: Destination USA was the first in a series of destination reports exploring review trends

• 250,000 reviews analyzed

• Segmented by major markets

and regions

• Across 250+ sources

Travelers Writ ing Less

TrustYou 3Q Quarterly Report: Destination USA 22%

9% Fewer Reviews in 3Q

Seattle -24.1%

San Francisco -22.9%

Oahu Island -22.7%

%

Travelers Are (Somewhat) Kinder

TrustYou 3Q Quarterly Report: Destination USA 23%

Total United States +2.0%

Major Markets U.S. +1.4%

All Other U.S. Markets +2.7%

Overall review scores increased

New York 90.50

Orlando 88.98

Chicago 88.12

U.S. markets with highest TrustScores

Hoteliers Are Saying “We Hear You”

TrustYou 3Q Quarterly Report: Destination USA

Improvement in Management Response Rates:

+13 points Improvement in Review Scores:

+2%

24%

5- Star Reviews are Harder To Come By

TrustYou 3Q Quarterly Report: Destination USA 25%

- 28.1% Fewer 5- star Reviews

Los Angeles -41.4%

Miami -40.5%

Boston -38.9%

Pricing is Not A Pain Point

TrustYou 3Q Quarterly Report: Destination USA 26%

Sent iment Scores

For Price Rose

Total United States +0.1%

Major Markets U.S. 7.5%

But Internet Is (hotel WiFi)

TrustYou 3Q Quarterly Report: Destination USA 27%

Total United States -2.6%

Major Markets U.S. -0.2%

All Other U.S. Markets -4.3%

60.5%

61%

61.5%

62%

62.5%

63%

63.5%

2013% 2012%

Internet Year Over Year Decline: -2.6%

Reviews By Source: It ’s a Two Horse Race

TrustYou 3Q Quarterly Report: Destination USA 28%

Source Actual

Percentage

of Reviews

Percent

Change 2013

vs. 2012

TripAdvisor 41.8% +31.3%

Booking.com 16.6% +24.4%

Hotels.com 12.8% -44.2%

Expedia 15.6% -33.7%

Priceline 5.9% +52.6%

Google+ 0.6% -90.6%

Number of Reviews by Top Sources Total United States

INTELLIGENCE: HOW ALL OF THIS CAN COME

TOGETHER FOR PERSONALIZATION AND

BETTER TRAVEL DECISIONS

30%

Learn About Travelers’ Expectat ions

31%

1. Intelligence

2. Educat ion

3.%%%%%Rewards

Improve Your Dest inat ion

32%

Semant ic Intelligence

Reputat ion is Integrated in the Booking Process

33%

It Makes Decision Making Easier for Travelers

34%

35%

www.wego.com%

Increase Conversions with Metareviews

36%

HAPPY

TRAVELERS

Personalization =

37%

Personalizat ion and Discovery

Thank you!

38%