20+ million travellers sharing stories

Slide 1: Wednesday, July 04, 2007 20+ Million Travelers Sharing Stories (and your real-time customer barometer) Brian Payea Trade Relations Manager

Slide 2: Recommendations from Consumers Generate Highest Levels of Trust \"Indicate your overall level of trust in the following forms of advertising\" Recommendations from consumers Brand Web sites Email I signed up for Consumer opinions posted online Newspaper Magazine TV Radio Brand sponsorships Search engine ads Ads before movies Product placements Online banner ads Trust \"somewhat\" Trust \"completely\" Text ads on mobile phones 0 20 40 60 80 100 Base: 470 responses recruited from PlanetFeedback.com members. Source: Forrester Research Inc. and Intelliseek. 2 www.tripadvisor.com

Slide 3: Rise of the new travel sites: 3 www.tripadvisor.com

Slide 4: Social networks matter more – especially in important decisions The Internet’s Role in Making an Important Decision What specific role did the internet play in the event for which the internet played an important or crucial role? For respondents who said the internet played a crucial or important role in buying a car, making a major investment, getting additional career training, choosing a school for self or child, or helping someone with a major illness or health condition. Help you find advice and support from other 34% people Help you find information or compare 30% options Help you find professional or expert 28% services Source: Pew Internet & American Life Project March 2005 Survey. The margin of error ±5% for the 560 respondents to this question. 4 www.tripadvisor.com

Slide 5: 5 www.tripadvisor.com

Slide 6: Consumers Turn to Other Consumers for Guidance and Advice ● Among leisure hotel bookers, 64% read comments and reviews written by other guests ● Just 38% use professionally written reviews Base: US online leisure travelers and (for hotel reviews) US online hotel/motel guests who researched/booked hotels online Source: Source: Forrester’s NACTAS Q1 2006 Ultimate Consumer Panel Online Travel Study 6 www.tripadvisor.com

Slide 7: Risk to brand? Average Score is 3.74 45% 40.63% 40% Percentage of All Ratings 35% 30% 26.85% 25% 20% 15% 11.71% 10.42% 10.39% 10% 5% 0% 1 2 3 4 5 Rating 7 www.tripadvisor.com

Slide 8: “Hi- Just got my first computer in January of this year, and discovered the vast world of ‘net travel’ info. My wife and I just returned from a 22 day trip cross country. We spent hours on your site, especially reading hotel user reviews. Thanks for this great service you provide. It helped us greatly as we made plans in areas we had not visited before. When we got home, I spent an evening on your site submitting user reviews on most of our hotels from the trip. It was my small way of \"giving back\" to this online travel community. Thanks again” 8 www.tripadvisor.com

Slide 9: InterContinental Presidente Los Cabos Resort ● Traveler rating: ● \"Resort? More Like Being Shipwrecked!!!\" – 20 September 2006, TripAdvisor Member, San Francisco, Calif. ● This TripAdvisor Member: – Liked: Nothing!! – Disliked: Everything!! Especially, no air conditioning!! – Tips/Secrets: Don't waste your money going here! Horrible Experience! 9 www.tripadvisor.com

Slide 10: Demonstrate your Customer Service “I actively participate in the TripAdvisor Forum and respond to the TripAdvisor Travelers Reviews. We understand the value that \"guest perception\" has on the guest experience, and therefore, through active participation/response in both channels we have been able to improve the guest experience through demonstrating our true concern for customer service and comfort, even prior to a potential/future guest arrival.” Michael Oney General Manager Presidente InterContinental All Inclusive Resort Los Cabos 10 www.tripadvisor.com

Slide 11: They May Not Even Know Your Name, But You Can Still Be Found ●Search for wonders of New England on Google 11 www.tripadvisor.com

Slide 12: 12 www.tripadvisor.com

Slide 13: New Features All the Time... goLists Inside Maps 13 www.tripadvisor.com

Slide 14: Know who’s talking about you and where ● Search engines ● Blogs – Technorati – Blogdigger – Google blog search ● Once you’ve found them, subscribe – Automatically alerted – Nip it in the bud – RSS 14 www.tripadvisor.com

Slide 15: Summary: ● Find places where your customers are talking – and listen ● The Democracy of the Web provides a level playing field – The cost/value equation is unique to every destination – regardless of size – Small destinations and properties can take share by trying harder – High profile destinations need to live up to brand promises with every visitor, every day. ● Start your relationship with your potential visitor during the evaluation stage. – Be in the consideration set when people are making cost/value decisions. – Adjacency to unbiased content supports your site’s credibility. 15 www.tripadvisor.com

Slide 16: Destinations luring tourists with emotive branding ads, and reaping rewards 16 www.tripadvisor.com

Slide 17: Think of it as online dating. Matchmaker, Matchmaker, Make Me a Match… Your online reputation helps you attract the RIGHT visitors ● You don’t want EVERYONE visiting your destination, hotel, or attraction ● TripAdvisor helps you and your best customers find each other ● TripAdvisor helps you and your worst customers avoid each other ● Travelers are looking for THEMSELVES in others’ reviews 17 www.tripadvisor.com

Slide 18: Summary ● Be found ● Know where your customers are talking, and what they’re saying – RSS is now – Search engines – Alerts – Blogs ● Be part of the discussion ● Create new content – go lists, guidebooks, etc. ● Travelers trust each other – Help them find one another and the information they need to make great travel decisions, and they’ll trust you more too. 18 www.tripadvisor.com