Six Insights
● Trust is Online Gold Dust
● People Will Give Back Without a Kickback
● Perception is Reality
● Advertising and Content Working in Harmony
● The Long Tail Lifts the Little Guy
● Times are Changing
1
www.tripadvisor.com

Six Insights
● Trust is Online Gold Dust
2
www.tripadvisor.com

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.
3
www.tripadvisor.com

Content Growth
8.0
6.7
Millions of Reviews/Opinions
7.0
6.0
5.0
4.0
2.9
3.0
2.0
0.7
0.2
1.0
0.1
0.0
Oct-02 Oct-03 Oct-04 Oct-05 Oct-06
4
www.tripadvisor.com

Wikipedia Growth
180,000
160,000
Total Unique Visitors (000)
140,000
120,000
100,000
80,000
60,000
40,000
WIKIPEDIA.ORG
20,000
0
5
6
6
5
5
6
6
6
6
06
06
06
5
-0
-0
-0
-0
-0
l-0
-0
-0
-0
-0
n-
b-
n-
ct
ep
pr
ep
ar
ug
ay
ec
ov
Ju
Ja
Ju
Fe
O
M
A
M
D
S
S
N
A
Months
5
www.tripadvisor.com

Adagio.com
6
www.tripadvisor.com

Six Insights
● Trust is Online Gold Dust
● People Will Give Back Without a Kickback
7
www.tripadvisor.com

“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

Sand Dunes Resort Hotel, Myrtle Beach, SC
● traveller rating:
● \"Filthy Hotels in Myrtle Beach Stay Away from these bug infested resorts.\"
Aug. 18, 2006, Ohio
9
www.tripadvisor.com

Reviews Are Largely Positive – 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
10
www.tripadvisor.com

Six Insights
● Trust is Online Gold Dust
● People Will Give Back Without a Kickback
● Perception is Reality
11
www.tripadvisor.com

InterContinental Presidente Los Cabos Resort
● traveller 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!
12
www.tripadvisor.com

Listening to User Opinions
“I actively participate in the TripAdvisor Forum and respond to the TripAdvisor
travellers 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
13
www.tripadvisor.com

Three Subsequent Reviews
“We’ll be back for sure.” – Huntington, CA, Oct. 27, 2006
“Great Times” – Moreno Valley, CA, Oct. 26, 2006
“Loved the Presidente” – Tolland, CT, Oct. 25, 2006
14
www.tripadvisor.com

Head in the sand?
\"What right have individuals to make
derogatory comments on the Web and therefore
influence others?\"
- Noel Josephides, Travel Bulletin, 15 September 2006
15
www.tripadvisor.com

From: eConfirm@GrandHospitality.com
Sent: 14 June 2006 08:15
To: marc@tripadvisor.com
Subject: Thank-You for staying at Soho Grand
Thank you very much for choosing the Soho Grand Hotel as your home
during your recent trip to New York City. I trust your stay
with us was an enjoyable one.
Positive word of mouth is vital in building our business as well as our
reputation. If your stay was an enjoyable one, I would be grateful if you
would share that with others on TripAdvisor.com.
If your stay was less than perfect, please email me directly and I will
endeavor to address your concerns personally
Thanking you in advance, I look forward to welcoming you back
to Soho Grand soon.
Sincerely,
Ian Nicholson
General Manager
16
www.tripadvisor.com

Six Insights
● Trust is Online Gold Dust
● People Will Give Back Without a Kickback
● Perception is Reality
● Advertising and Content Working in Harmony
17
www.tripadvisor.com

Advertising Needs to be Relevant
18
www.tripadvisor.com

Six Insights
● Trust is Online Gold Dust
● People Will Give Back Without a Kickback
● Perception is Reality
● Advertising and Content Working in Harmony
● The Long Tail Lifts the Little Guy
19
www.tripadvisor.com

Rags-to-Riches Success Story
20
www.tripadvisor.com

From Obscurity to #4 in Paris – Residence Foch
● traveller rating:
● “Fantastique”
– Oct 18, 2006,
Fife, Scotland
21
www.tripadvisor.com

The Little Guys
● Paris: 8 of top 10 hotels have fewer than 100 rooms
● London: 6 of top 10 hotels have fewer than 75 rooms
● Berlin: #4 hotel has 14 rooms
● Rome: #1 hotel has 11 rooms
22
www.tripadvisor.com

Six Insights
● Trust is Online Gold Dust
● People Will Give Back Without a Kickback
● Perception is Reality
● Advertising and Content Working in Harmony
● The Long Tail Lifts the Little Guy
● Times are Changing
23
www.tripadvisor.com

New Features All the Time...Some Will Stay, Some Will Go
goLists
Inside
Maps
24
www.tripadvisor.com

New Features All the Time...Some Will Stay, Some Will Go
Google Earth
Videos
Saves
RSS
25
www.tripadvisor.com

Six Insights
● Trust is Online Gold Dust
● People Will Give Back Without a Kickback
● Perception is Reality
● Advertising and Content Working in Harmony
● The Long Tail Lifts the Little Guy
● Times are Changing
26
www.tripadvisor.com