TripAdvisor

Melissa Camarena

Kathy Krzeptowski

Jennifer Soto

Jessica Vargas

© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

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Overview

What is TripAdvisor?

Divisions of TripAdvisor

TripAdvisor's Objective

TripAdvisor's Core Business

International Expansion: China

Vacation Rentals

Flights

Our Proposal

Summary

© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

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What is TripAdvisor?

Services:

•Authenticity of reviews

• No hoteliers incentives may be offered

•Acces to reviews

• Membership not required for site use

• Free membership

•Travel related Information

• Descriptions of listed entries

• Price comparisons

• Map listing locations

Listings for:

• Hotels

• Bed & Breakfast

• Inns

• Restaurants

• Attractions Based on Reviews

Mission Statement: To providereal advice from real travelers about hotels, attractions, and other travel-related ideas.

© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

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TripAdvisor’s Objective

Success For Future:

• International Expansion (China)

• Vacation Rentals

• Flights

Core business:

• Consumer

• Buisness Owners

• Marketing

• Monetization

Objective: To build on TripAdvisor’s core business and prioritize these options tomaximize their chances of success in the future.

© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

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Divisions of TripAdvisor

TripAdvisor

TA For Business

TA Trip Friends

TA Media Group

© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

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TripAdvisor’s Core Business

•Provide reliable feedback/reviews

•Attracts users

• About 53% of consumers based travel accommodations on reviews

•Division used: N/A

•Attract consumers to TA

• Professionalism

•Division used: TA For Business

•Fill Chief Marketing Officer vacancy

•Search marketing

• SEM

•Public relations

• Brand recognition

•Division used: TA Trip Friends

•3 Main sources of revenue

• Text links

• Display ads

• Business listing

•Division used: TA For Business

Consumers Business Owners

Marketing Monetization

© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

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International Expansion: China

•Local competitors

• Quick to copy

•Consumer behavior

• Socioeconomic

•Educating market

•Lack of local talent

•Familiarizing with China's culture

• Adaptation to China's culture

• Kuxun

• In-depth studies

• Travel deal incentives for contributors

Challenges Strategies

© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

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Vacation Rentals

•Fragmented market

•Business Owners

• Low online listings (30% of market)

•Lack of awareness

•Consumer behavior

• Search Engine Market (SEM)

• Vacation Rentals

• TA for business

• "Sophisticated software"

• TA Trip Friends

Challenges Strategies

© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

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Flights

•Google

• ITA

•Integrate flight booking option

•Integrate flight/hotel markets

• Search flight: include hotel options automatically

• About 40% new members join due to flights

•TripAdvisor reviews

Challenges Strategies

© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

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Our Proposal

•Prioritization of future growth initiative

1. Flights

2. Vacation Rentals

3. International Expansion: China

•Build on TripAdvisor's core business by enhancing the effectiveness and successfulness of its future growth iniciatives.

© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

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Summary

TripAdvisor's Core Business

International Expansion: China

Vacation Rentals

Flights

Proposal

Thank You!The Accounting Demons