\"How to Leverage Travel User Generated Content
and Media Sites to Help Promote Your Destination\"

Agenda
• Overview of TripAdvisor Media Group,
User Generated content & Social Media
Market
• Working with TripAdvisor Content
• Leveraging TripAdvisor Content
• Marketing and using TripAdvisor Data

TripAdvisor Media Group

Why Are We Here?
“Which of the following information sources do you depend
upon for holiday/travel info?”
Base: 12,677 European Adults
Source: Forrester’s Technology Benchmark Study Q2 2008

36% of British internet users spend at least 10 hours
researching their ideal holiday, but only 21% put the
same time into choosing a mortgage.
2,000 UK adults surveyed, Jan 2008, Fool.co.uk

The uniqueness and the richness of
the content make TripAdvisor a
very popular travel website.

Exponential growth of
TripAdvisor Content…
Millions of Reviews / Opinions

“Peer opinions are highly valued - 82%
prefer consumer review/opinion over a
hotel’s description of itself.”
Source: Forrester Research Inc. 2006

More Raves than Rants
Reviews Are Largely Positive – Average Score is 3.74
96% would recommend the site to their friends
45.00% 40.63%
40.00%
35.00%
Percentage of all
30.00%
26.85%
ratings
25.00%
20.00%
15.00% 11.71% 10.42% 10.39%
10.00%
5.00%
0.00%
1 2 3 4 5

Researching for Destination
Destination Targeting vs. Destination Finally Booked
Source: TripAdvisor and advertiser data Q3 2008

How Is TripAdvisor Used?
Audience Moods and Modes
1.Inspiration
5.Share
2.Research
4.Travel
Inspiration to
plan process
can take over
3.Plan 30+ days
Source: All data PRIZM/Simmons
TripAdvisor CPM and CPC advertiser feedback 2007-2008

Case Study – “The Wine Sampler”
From “Bordeaux Hotel” to Intercontinental Purchase in 36 days
First Search Purchase
Bordeaux Hotel Intercontinental
Booking.com Expedia AOl Travel Expedia TripAdvisor TripAdvisor
Yahoo! Travel
Visits
Hotels.com BMI BMI Hotels.com
Lastminute TripAdvisor British Airways British Airways
Expedia InterContinental InterContinental
Accor Air France Air France
Accor Accor
Searches
Bordeaux Hotel Bordeaux Flights Hotel Reviews
Hotels France Hotel Reviews
Bordeaux
Day 0 Day 3 Day 6 Day 15 Day 23 Day 27 Day 36
Source: comScore custom analysis- UK Population, Q1 2007;
Travel searchers in January time aligned and monitored over 12 week period from first search
*Purchases tracked at set of online travel merchants including Expedia, Lastminute.com, Ryanair and EasyJet

Case Study – “The Sun Seeker”
From “Holidays in the Sun” to First Choice Purchase in 33 days
First Search Purchase
Holidays in the Sun FirstChoice
HolidayRentals Teletext Holidays Hotels.com TripAdvisor Tui
Visits
TUI ebookers
TravelRepublic TripAdvisor Tui TUI Thomas Cook
First Choice TripAdvisor
AirTours First Choice TUI First Choice Expedia AirTours
Thomas Cook FirstChoice Airtours
Tui Thomas Cook First Choice First Choice
Olympic Holidays
Spain Holidays Cheap Flights Cyprus PALM BEACH
Searches
Cyprus holidays HOTEL LARNACA
Europe Holidays Cyprus Holidays Cyprus Hotels CYPRUS Thomson
Holidays
Holidays in the Sun
BEAU RIVAGE
HOTEL CYPRUS
Day 0 Day 5 Day 8 Day 13 Day 21 Day 29 Day 33
Source: comScore custom analysis- UK Population, Q1 2007;
Travel searchers in January time aligned and monitored over 12 week period from first search
*Purchases tracked at set of online travel merchants including Expedia, Lastminute.com, Ryanair and easyJet

Agenda
• Over view of the UGC and Social Media
Market
• Working Within TripAdvisor Content
• Leveraging TripAdvisor Content
• Marketing and using TripAdvisor Data

Become a member of the
TripAdvisor network

Getting Involved
Load Your Video’s
Example Tourism Turkey
15 videos currently loaded
30k video views
4.2 average viewer rating

Getting Involved
Know Before You Go Pages

Getting Involved
Forums, Tourists Boards Can Play An Active Role

Getting Involved
Forums, Tourists Boards Can Play An Active Role
Responding to their needs and the news

“I actively participate in the
TripAdvisor Forum and respond to
the TripAdvisor Travellers Reviews.
TripAdvisor has proven to be a
powerful resource for CRM at my
resort property.”
Michael Oney
General Manager
Presidente InterContinental Resort Los Cabos

Agenda
• Over view of the UGC and Social Media Market
• Working Within TripAdvisor Content
• Leveraging TripAdvisor Content
• Marketing and using TripAdvisor Data

Visit London
“People Like You” section
The Top 10 London Hotels and Attractions as rated by
TripAdvisor users

Tourism Alsace – Regional DMO
Alsace is using our large DMO widget
This widget includes the best traveller photos and a
rave review of a hotel, restaurant or attraction in
the region

Visit Denmark & Helsinki

Travellers Choice badge
Cities or regions that have been voted as Top
Destinations by TripAdvisor travellers can use our
Travellers Choice award badge

Brand New
Destination Snap Shot Widget
Overview of the destination
Best traveller photos
Latest rave reviews

Brand New
Destination Map Widget
Map of the destination featuring the top 10
hotels, attractions and restaurants

Agenda
• Over view of the UGC and Social Media Market
• Working Within TripAdvisor Content
• Leveraging TripAdvisor Content
• Marketing and using TripAdvisor Data

Destination Netherlands
Pageviews in 2008:15,368,117
Source: TripAdvisor Internal data – Dec 2008

Destination United Kingdom
Pageviews in 2008: 122,737,588
Source: TripAdvisor Internal data – Dec 2008

Seasonal Trend – UK Market
Page Impressions
Source: TripAdvisor Internal data – August 2008

Summary
•User Generated Content sites continue to grow in scale and importance
•TripAdvisor is used at the very first steps and throughout of travellers’
decision making process on destination
•Tourist Boards can now work with travellers within TripAdvisor
•TripAdvisor content partnerships help deliver great content to your
consumers in an easy to manage format
•There are fantastic Marketing Opportunities Within TripAdvisor available
for Tourist Boards

Thank You!
Helena Egan
hegan@tripadvisor.com
Tel. +44 7714765154