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That’s Italy, Folks
TripAdvisor Strategic Insights: Italy
Buy Travel Online 2017
29 November
Florence, Italy
Why TripAdvisor?
Our Evolution
Who We Are Today
Who We Are Today
Research & Compare Evaluate & Click to Book
We’re the world’s largest travel site
390
MILLION
UNIQUE MONTHLY USERS
500
MILLION
REVIEWS & OPINIONS
290+ NEW
CONTRIBUTIONS
POSTED EVERY MINUTE
405+
MILLION
APP DOWNLOADS
49 MARKETS
28 LANGUAGES
ACROSS THE GLOBE
TripAdvisor Overview - Worldwide
TripAdvisor’s WW audience peaked in June 2017 at 293m
7
Source: comScore TDAN
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
TotalUniqueVisitors(000)
Denotes peak month for TripAdvisor Inc. in each year
July 2016: 297m June 2017: 293m
Hotels Path to Purchase
9
TripAdvisor’s Share of Travel Bookers
TripAdvisor reaches
of global travel visitors
23%
Global travel intenders
end up purchasing
with hotel site
15%
of global hotel purchasers
visit TripAdvisor
75%
MILLION
USERS296
Source: comScore services
A Typical Journey – Flight Purchase
Expedia.it Purchase in 48 Days
Source: comScore Data Services.
10
Booking.com
Edreams.it
Ryanair.com
Tripadvisor.it
Booking.com
Edreams.it
Trivago.it
Expedia.it
Booking.com
Priceline.com
Tripadvisor.it
Trivago.it
Booking.com
Ryanair.com
Expedia.it
Priceline.com
Expedia.it
Expedia.it
Skyscanner.it
Trivago.it
Ryanair.com
Booking.com
Meridiana.it
Ryanair.com
Booking.com
Tripadvisor.it
Easyjet.com
Tripadvisor.it
Cartrawler.com
Booking.com
Ryanair.com
Tripadvisor.it
Trivago.it
Ryanair.com
Booking.com
Volagratis.com
Expedia.it
Easyjet.com
Jetcost.it
Tripadvisor.it
Momondo.it
Jetcost.it
Tripadvisor.it
Priceline.com
Expedia.it
Tripadvisor.it
Voyage-prive.it
Expedia.it
Tripadvisor.it
Expedia.it
Booking.com
Priceline.com
Tripadvisor.it
Yallayalla.it
Booking.com
Volagratis.com
Expedia.it
Paesionline.it
Booking.com
Priceline.com
Tripadvisor.it
Ryanair.com
Meridiana.it
Tripadvisor.it
Expedia.it
Tripadvisor.it
Logitravel.it
Expedia.it
Kayak.it
Expedia.it
Easyjet.com
Momondo.it
Expedia.it
Yallayalla.it
Booking.com
Expedia.it
Turistipercaso.it
Tripadvisor.it
Ryanair.com
Cartrawler.com
Ryanair.com
Booking.com
Priceline.com
Booking.com
Cartrawler.com
Tripadvisor.it
Ryanair.com
Priceline.com
Siviaggia.it
DAY -48 DAY -16 DAY -10 DAY -5 DAY -2 Booking Day Post-Booking
“Tiscali” (Search)
"easy jet"
"booki"
"ryanair"
"trivago"
"booking"
"ryan air"
"appartamenti ibiza"
"ibiza o formentera"
"easy jet"
"booking"
"easy jet"
"booking"
"ryanair"
"voli xname
mykonos"
"ibiza mykonos
xname"
"booking"
"trivago"
"booking"
"vacanza alla
xname di ibiza"
"ryanair"
"voli xname lloret de
mar voli"
"easyjet"
"ryanair"
"tropicana mykonos"
"areoporto loret de
mar"
"booking"
"xname lloret de mar
voli"
"mulini mykonos"
"xname voli"
"ryanair"
"aeroporto lloret de
mar"
"vacanze estive 2016"
"el puerto hotel ibiza"
"playa d'en xname,
ibiza"
"voli expedia"
"lname lloret de mar"
"lname magaluf o loret
de mar"
"booking"
"magaluf, lname"
"zona barceloneta a
barcelona"
"ryanair"
"lname partenze di che
xname"
"lname offerte xname
2016"
"apollo hotel apart"
"spieggia di argassi"
"lname offerte viaggi"
"xname beach hotel"
"san vito lo capo"
"booking"
"san vito lo capo"
"aeroporto san vito lo
capo"
"san vito lo capo"
"xname orientale
turismo"
"cosa vedere a
lname"
"check in ryanair in
aeroporto"
"ryanair check in"
"ryanair"
"booking"
"ryan air"
"booking"
"viaggio in sicilia
xname luoghi di
lname"
"xname ragusa"
"ryanair check in"
VISITSSEARCHES
FIRST
ACTIVITY
FIRST
PURCHASE
11
TripAdvisor Hotel Bookers Research For Longer
Average
Day of
Purchase
Average Final
TripAdvisor
Visit Day
Day 1
Average 86 95
98OTA Site Average 87
User makes 1st travel website visit Day 72 Non-TripAdvisor User Average Booking
95Hotel Site Average 86
Source: comScore services
Window of Opportunity
12
First Search Analysis Shows
Brand Opportunity
Keyword Examples used by travel
searchers:
• Branded: “Vacation Packages”, “Cheap
Holidays 2017”
• Generic destination: “New Zealand
Adventure Tours”, “4 day breaks to
Iceland”
69% of all first searches worldwide
in 2017 are generic with 5% adding a
destination
Source: comScore Data Services
69%73%
67%64%
5%
3%
4%
0%
22%22%
24%34%
4%2%5%2%
2017201620152014
Generic Generic Destination* Branded No Pre Purchase Search
TripAdvisor Internal Data
Tracking Political and Social Stability
0
100000
200000
300000
400000
500000
600000
700000
0
10000000
20000000
30000000
40000000
50000000
60000000
70000000
80000000
Global
Paris, France
Tunisia
Sharm El Sheikh
London
Source: TripAdvisor Session Data
• Travel unrest in Paris, Sharm el Sheikh, Tunisia and London using clicks to book
14
Charlie
Hebdo
Oct 31
ISIS
attack
Nov 13 ISIS
attack
January February March April May June July August September October November December
Global Sessions Viewing Italy 2015
2016
2017
Source: TripAdvisor Internal User Data
• The number of the international sessions viewing Italian content on TripAdvisor has grown
significantly in 2017 vs. the same period in 2016, +11% in the first nine months of 2017 compared
to the same period the year prior
Global Interest in Italy
Top 20 Countries Viewing Italy
16Source: TripAdvisor Internal User Data – Confidential For Internal Use Only
15.9%
15.3%
11.0%
9.9%
4.9%
4.2%
2.7%
2.5%
2.4%
2.2%
2.1%
2.0%
1.5%
1.3%
1.3%
1.3%
1.3%
1.1%
1.0%
0.9%
United Kingdom
United States
Germany
France
Switzerland
Spain
The Netherlands
Canada
Australia
Belgium
Russia
Austria
Brazil
Argentina
Poland
Japan
Sweden
Ireland
Israel
Denmark
+8%
+13%
+16%
+28%
+12%
+16%
+42%
+6%
+4%
+22%
+18%
+22%
+6%
+10%
+45%
+8%
+43%
+12%
+9%
+34%
United Kingdom
United States
Germany
France
Switzerland
Spain
The Netherlands
Canada
Australia
Belgium
Russia
Austria
Brazil
Argentina
Poland
Japan
Sweden
Ireland
Israel
Denmark
Share of Worldwide Views of Italy Year Over Year Growth
Top 20 Cities Viewing Italy
17Source: TripAdvisor Internal User Data – Confidential For Internal Use Only
2.0%
1.6%
1.3%
1.1%
1.0%
1.0%
0.9%
0.8%
0.8%
0.8%
0.7%
0.7%
0.7%
0.6%
0.6%
0.6%
0.5%
0.5%
0.5%
0.5%
Paris, France
London, United Kingdom
Madrid, Spain
Singapore, Singapore
Moscow, Russia
Munich, Germany
Barcelona, Spain
Sydney, Australia
Zurich, Switzerland
New York City, NY, USA
Rudersdorf, Germany
Vienna, Austria
Frankfurt, Germany
Tokyo, Japan
Dublin, Ireland
Buenos Aires, Argentina
Amsterdam, The Netherlands
Tel Aviv, Israel
Chicago, IL, USA
Toronto, Canada
+38.7%
-85.0%
+28.2%
+197.5%
+12.6%
+13.9%
+29.8%
+6.5%
+33.1%
+18.1%
+21.8%
+45.3%
+36.0%
+10.1%
+16.2%
+4.0%
+73.6%
+28.1%
+42.4%
+11.0%
Paris, France
London, United Kingdom
Madrid, Spain
Singapore, Singapore
Moscow, Russia
Munich, Germany
Barcelona, Spain
Sydney, Australia
Zurich, Switzerland
New York City, NY, USA
Rudersdorf, Germany
Vienna, Austria
Frankfurt, Germany
Tokyo, Japan
Dublin, Ireland
Buenos Aires, Argentina
Amsterdam, The Netherlands
Tel Aviv, Israel
Chicago, IL, USA
Toronto, Canada
Share of Worldwide Views of Italy Year Over Year Growth
Top Countries Viewing Italy
International Markets Only
• Travellers from the UK and the US are viewing Italy more in 2017
• Interest in Italy from French travellers has grown tremendously since March 2017 however
18Source: TripAdvisor Internal User Data – Confidential For Internal Use Only
Jan
2016
Feb
2016
Mar
2016
Apr
2016
May
2016
Jun
2016
Jul
2016
Aug
2016
Sep
2016
Oct
2016
Nov
2016
Dec
2016
Jan
2017
Feb
2017
Mar
2017
Apr
2017
May
2017
Jun
2017
Jul
2017
Aug
2017
International Markets Viewing Italy Content
United Kingdom
United States
Germany
France
Switzerland
Spain
The Netherlands
Canada
Australia
Belgium
Top Destinations Viewed in Italy
International Markets Only
• Rome is by far the most viewed destination in Italy for international travellers on TripAdvisor, followed by Venice and
Florence
19Source: TripAdvisor Internal User Data – Confidential For Internal Use Only
Jan
2016
Feb
2016
Mar
2016
Apr
2016
May
2016
Jun
2016
Jul
2016
Aug
2016
Sep
2016
Oct
2016
Nov
2016
Dec
2016
Jan
2017
Feb
2017
Mar
2017
Apr
2017
May
2017
Jun
2017
Jul
2017
Aug
2017
Top Italian Destinations Viewed, International Markets
Rome, Italy
Venice, Italy
Florence, Italy
Milan, Italy
Naples, Italy
Sorrento, Italy
Sardinia, Italy
Sicily, Italy
Positano, Italy
Bologna, Italy
Top Other Countries Viewed When Viewing Italy
Top 4 IP Countries
20Source: TripAdvisor Internal User Data – Confidential For Internal Use Only
34%
14%
9%
7%
5%
3%
3%
2%
1%
1%
France
Germany
Spain
United States
Greece
Switzerland
Russia
Portugal
India
The Netherlands
UK IPs
18%
13%
11%
10%
5%
4%
3%
3%
3%
2%
Germany
United Kingdom
Spain
United States
Greece
Austria
Switzerland
Poland
The Netherlands
Russia
FR IPs
16%
15%
10%
7%
5%
3%
3%
2%
2%
2%
United States
France
United Kingdom
Spain
China
Greece
Austria
Switzerland
Japan
Poland
DE IPs
16%
12%
11%
8%
3%
3%
3%
2%
2%
2%
France
Germany
United Kingdom
Spain
China
Greece
Austria
Switzerland
Russia
Canada
US IPs
• Spain ranks the top competitor country for Italy for nine of the last 12 months
• France and the US follow closely forming the top competitive set for Italy
Source: TripAdvisor Internal User Data
0
1
2
3
4
5
6
7
8
9
10
Oct '16 Nov '16 Dec '16 Jan '17 Feb '17 Mar '17 Apr '17 May '17 Jun '17 Jul '17 Aug '17 Sep '17 Oct '17
Countries Most Viewed When Also Viewing Italy
Spain
France
United States
United Kingdom
Greece
Germany
Portugal
Switzerland
Austria
Caribbean
Thailand
Croatia
Top Competitors Viewed When Viewing Italy
Source: TripAdvisor Internal User Data –Date range: Oct 2016 – Sep 2017
$369
$269
$243
$219
$213
$206
$204
$191
$188
$183
$170
$168
$165
$162
$148
$135
$104
Caribbean
Switzerland
Greece
United States
Japan
Austria
Croatia
Italy
The Netherlands
Australia
France
Spain
United Kingdom
Portugal
Germany
Thailand
India
Average Nightly Price
• The Caribbean has
the most expensive
hotels out of the top
competitors for Italy
with average price
$369, whereas India
has an average room
price of only $104
Competitors’ Hotel Prices
Italy Content Viewed the Most
• The most viewed content for domestic Italian travellers on TripAdvisor is restaurants, with more of mobile views being for those
pages alone
• The international markets have a focus on hotels pages, except mobile where restaurants pages are the most viewed on
smartphone devices
23Source: TripAdvisor Internal User Data – Confidential For Internal Use Only. Date range: Jan 2016 – Sep 2017
42%
50%
46%
23%
11%
20%
9%
6%
10%
1%
3%
1%
25%
30%
23%
Desktop
Mobile
Tablet
Domestic
Restaurants Hotels Attractions Tourism Other
34%
21%
35%
15%
28%
14%
15%
14%
14%
3%
5%
3%
33%
32%
34%
Desktop
Mobile
Tablet
International
Hotels Restaurants Attractions Tourism Other
National Restaurants with the Most Views
• Below are the Top 3 Restaurants in Italy and its top competitor markets based on pages viewed
24Source: TripAdvisor Internal User Data – Confidential For Internal Use Only. Date range: Jan 2016 – Sep 2017
Italy Spain France United States United Kingdom
1
2
3
La Locanda delle
Antiche Sere
Maretto
Viana
Barcelona
Buffalo Grill
Chain
McDonald's
Everywhere
Woodhouse
Gardens
Manchester
Ristorante Pizzeria
Croce del Gallo
Suzarra
La Tagliatella
Barcelona
Hippopotamus
Chain
The Cheesecake
Factory
Everywhere
The Red Lion
Everywhere
La Piazzetta
Taormina
Bodega Biarritz
Barcelona
La Cabane
Chain
Olive Garden
Everywhere
The Royal Oak
Everywhere
National Restaurants with the Highest Reviews
• Below are the Top 3 Restaurants in Italy and its top competitor markets based on average review score
25Source: TripAdvisor Internal User Data – Confidential For Internal Use Only. Date range: Jan 2016 – Sep 2017
Italy Spain France United States United Kingdom
1
2
3
Federica & Barbara
of BB Kitchen
Rome
Restaurante Limia
Galicia
Kei
Paris
Mediterrano
Naples, FL
La Fiorentina
Glasgow
La Bottega del Buon
Caffe
Tuscany
Uma
Barcelona
Restaurant Le
Galion
Menton
Cafe Verona
Independence, MO
Rubino Kitchen
Essex
Ostaietta
Genoa
El Celler de Can
Roca
Girona
Paris Picnic
Paris
Bha! Bha! Bistro
Naples, FL
The Table
Edinburgh
National Restaurants with the Highest Growth
• Below are the Top 3 Restaurants in Italy and its top competitor markets based on highest year over year growth in views
26Source: TripAdvisor Internal User Data – Confidential For Internal Use Only. Date range: Jan 2016 – Sep 2017
Italy Spain France United States United Kingdom
1
2
3
Sapori Solari
+136.9%
Lombardi
Los Montes de
Galicia
+92.9%
Madrid
Les Ombres
+77.5%
Paris
Heart Attack Grill
+46.4%
Las Vegas, NV
Fishers Fish and
Chips
+74.8%
London
La Pergola
+88%
Rome
Eslava
+57.1%
Seville
Les Apotres de
Pigalle
+65.9%
Paris
Mr. Mamas
+29.7%
Las Vegas, NV
Bar 61 Restaurant
+33.1%
Streatham
Contraste
+77.0%
Milan
Restaurante
Navarro
+50.8%
Valencia
Restaurant Melodie
+62.8%
Bordeaux
Los Tacos No. 1
+26.8%
New York City
The Golden Chippy
+30.2%
London
National Attractions with the Most Views
• Below are the Top 3 Attractions in Italy and its top competitor markets based on pages viewed
27Source: TripAdvisor Internal User Data – Confidential For Internal Use Only. Date range: Jan 2016 – Sep 2017
Italy Spain France United States United Kingdom
Colosseum
Roma
Basilica of the
Sagrada Familia
Barcelona
Eiffel Tower
Paris
Universal Studios
Hollywood
Los Angeles
Warner Bros. Studio
Tour: The Making of
Harry Potter
London
Duomo di Milano
Milano
Park Guell
Barcelona
Musée du Louvre
Paris
Cape Fear
Serpentarium
Wilmington, NC
British Museum
London
Trevi Fountain
Roma
Casa Batllo
Barcelona
Disneyland Park
Paris
Central Park
New York City
Tower of London
London
1
2
3
National Attractions with the Highest Reviews
• Below are the Top 3 Attractions in Italy and its top competitor markets based on average review score
28Source: TripAdvisor Internal User Data – Confidential For Internal Use Only. Date range: Jan 2016 – Sep 2017
Italy Spain France United States United Kingdom
1
2
3
Walkabout Florence
Tours
Firenze
Free Walking Tours
Barcelona
Barcelona
Chamexpress
Chamonix
The New York Pass
New York City
Mike Briggs
Hillwalking
Bun-na-Gille
Sassi di Matera
Matera
SANDEMANs NEW
Europe
Barcelona
Les Secrets
Gourmands de
Noemie
Paris
New York Tour1
New York City
Scozia Tour, Day
Tours in Italiano
Edinburgh
Chiesa di San
Maurizio al
Monastero Maggiore
Milan
Palau Guell
Barcelona
Mont Blanc
Chamonix
Bryce Canyon
National Park
Utah
Porthcurno
Porthcurno
National Attractions with the Highest Growth
• Below are the Top 3 Attractions in Italy and its top competitor markets based on highest year over year growth in views
29Source: TripAdvisor Internal User Data – Confidential For Internal Use Only. Date range: Jan 2016 – Sep 2017
Italy Spain France United States United Kingdom
1
2
3
Cascate del Mulino
+88.2%
Saturnia
Magic Fountain
(Font Magica)
+92%
Barcelona
Santa Giulia Beach
+118.1%
Santa Giulia
Times Square
+57.7%
New York City
The O2 Arena
+70.8%
London
Basilica di Santa
Maria Maggiore
+51.34%
Rome
Benidorm Old Town
+50.7%
Benidorm
Old Port
+84.5%
Marseille
Downtown Nashville
+54.6%
Nashville, TN
Jacobite Steam
Train
+40.3%
Lochaber
Scala dei Turchi
+48.1%
Realmonte
Monasterio de
Piedra
+48.5%
Zaragoza
Gare du Nord
+77.1%
Paris
Georgia Aquarium
+46.5%
Atlanta
Paddington Station
+32.9%
London
Italy Booking Data: Average Nightly Rate
30Source: TripAdvisor Internal Site Data
o Average nightly rate tends to decrease at the close of summer, to attract more visitors during the colder months
o Large increases in average nightly rate can be seen starting in April, as users are actively booking for peak
season travel$173
$180
$196
$206
$213
$226
$231
$235
$240
$240
$206
$186
$181
$183
$197
$204
$210
$208
$218
$227
$233
$233
$212
$189
$100
$125
$150
$175
$200
$225
$250
Average Nightly Rate
31Source: TripAdvisor Internal Site Data
o Fewer rooms are sold during the autumn months, as peak travel season for Italy normally occurs during the
late spring and summer
Italy Booking Data: Room Nights Booked
93,545
94,027
153,976
157,088
215,065
243,643
248,605
246,336
273,904
229,956
159,989
136,719
115,077
117,253
158,008
152,932
259,113
262,995
264,221
267,482
279,863
234,578
143,849
128,065
0
50,000
100,000
150,000
200,000
250,000
300,000
Italy Room Nights Booked Through TripAdvisor
$16.2M
$16.9M
$30.1M
$32.4M
$45.8M
$55.0M
$57.5M
$57.9M
$65.7M
$55.1M
$32.9M
$25.4M
$20.8M
$21.5M
$31.1M
$31.2M
$54.5M
$54.6M
$57.7M
$60.7M
$65.2M
$54.7M
$30.5M
$24.3M
$0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$70,000,000
32Source: TripAdvisor Internal Site Data
o Estimated hotels revenue driven by TripAdvisor shows a decrease in autumn, due to a decline in average
nightly rate and fewer clicks
o Estimated revenue sees a large increase over the spring and summer, likely with people booking for peak
season travel
Total Est. Hotel Revenue Booked
Through TripAdvisor, Last 12 Mos
$506 million
Italy Booking Data: Total Hotels Revenue
33Source: TripAdvisor Internal Site Data
o Italy booking revenue driven by TripAdvisor consistently comprises over 15% of all TripAdvisor booking revenue
for Europe as a whole, occasionally reaching nearly 25% of all revenue booked for European destinations
Italy’s Share of Europe Hotels Revenue
17%
20% 21%
23%
24% 23%
22% 22%
24% 24%
19%
16%
15%
18% 17%
19%
20% 21% 21% 21% 21% 22%
18%
16%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Italy as % of Europe Hotels Revenue
The Economic Impact of Travel
International
Tourism Evolution
| Oxford Economics 35
⁃ 2017 will be the eighth consecutive year
of international growth in global travel
demand
⁃ Annual average growth has been 4.6%
per year for this period
⁃ Almost 1.3 billion visits are expected in
2017; roughly twice as many trips than
were taken 20 years ago
⁃ Roughly half of all international trips are
to European destinations
⁃ But today destinations in the Asia-
Pacific region are taking a greater share
of travel
• International travel has doubled over the past twenty
years and continues to expand
1990 1995 2000 2005 2010 2015
0
200
400
600
800
1,000
1,200
1,400
1,600
Source: TDM, UNWTO
Millions
Global Tourist Arrivals by
Destination
MEA
Asia Pacific
Americas
Europe
2004 2007 2010 2013 2016
0
1
2
3
4
5
6
Africa
Middle East
Oceania
Asia
Latin America/Caribbean
North America
Other Europe
Western Europe
Total tourism spend over time by global region
US$ trillions
Source: Oxford Economics
Global Tourism
Spend
| Oxford Economics 36
⁃ Western Europe accounts for a
similar amount of global spending
as North America once domestic
spend is also accounted for
⁃ Spending in Asian destinations
has taken a growing share of
global tourism activity in line with
growing wealth in the region
⁃ The Asian travel market as a
whole is comparable to that for
Europe or North American when
considering domestic as well as
inbound demand
• Total spending by global destination is distributed broadly
in line with wealth
Global Tourism
Spend
| Oxford Economics 37
⁃ Domestic tourism spend accounts
for around three-quarters of global
tourism spending
⁃ International spending is the most
dynamic component of tourism
demand and has grown by more
than domestic demand over the
past ten years
⁃ The share of international
spending has increased from
around 20% to 25% over time and
this proportion is likely to rise
even further
• Domestic travel is an important source of revenue
which must not be overlooked
2000 2002 2004 2006 2008 2010 2012 2014 2016
0
1,000
2,000
3,000
4,000
5,000
6,000
Domestic travel spend
Inbound travel spend
Domestic and international travel spend
volumes
US$ bn
Source: Oxford Economics
Tourism Share of
Spending
| Oxford Economics 38
⁃ Spending by travellers from Western
European markets is high relative to
total consumer expenditure and has
moderately increased over the past
ten years
⁃ Leisure travel as a share of
consumption in Asia-Pacific has
increased significantly from 7.6% to
10%
⁃ This is due to improvement in
emerging Asian markets and still
implies scope for future growth as
earnings and consumer spending
per capita remain lower than in
developed markets
• Leisure travel as a shared of consumption has increased
from 7.6% in 2007 to 10% in 2017 in Asia-Pacific
10.5%
10.0%
7.6%
6.6%
6.0% 5.8%
4.9%
10.8%
8.8%
10.0%
6.2% 6.2%
5.6%
4.0%
0%
2%
4%
6%
8%
10%
12%
Western
Europe
Middle
East
APAC Latin
America
Emerging
Europe
North
America
Africa
2007
2017
Leisure tourism share of consumer spending
Source: Oxford Economics
%, 2007 - 2017
Source: Oxford Economics
Tourism Economic
Impact
| Oxford Economics 39
⁃ 1 in 10 employees worldwide are
supported by tourism activity. This
includes employment which is directly
supported by the tourism industry as
well as indirect and induced
employment effects
⁃ The proportions of GDP supported by
tourism are different from the
proportions of employment supported,
thanks to differences in productivity
between the global regions
⁃ The highest supported share is in
North America (11%), followed by
Western Europe (10%)
⁃ The lowest shares of employment
supported by tourism are in Emerging
Europe and Africa
• The share of employment supported by tourism
also varies by country and region, influenced by
relative productivity rates
11.0
9.7
6.6
8.3
8.7
7.6
6.5
0
2
4
6
8
10
12
14
North
America
Western
Europe
Other
Europe
Lat Am /
Caribbean
APAC Middle East Africa
Indirect
Direct
Tourism regional shares (%) of employment
Source: Oxford Economics, WTTC
TripAdvisor’s Global
Influence
| Oxford Economics 40
⁃ The influence of TripAdvisor has risen
over time. 10.4% of global spend is
estimated to be influenced by
TripAdvisor page views, reviews and
scores in 2017
⁃ This is a large increase from the 7.0% of
tourism spending which was influenced
in some way by TripAdvisor in 2007
⁃ The value of this influence is
equivalent to around $520 billion of
global tourism spend
⁃ Large growth in influence is evident for
both domestic and international travel.
However, the influence on international
travel has been consistently higher.
• The share of travel influenced by TripAdvisor
has grown over time
7.0%
7.5%
7.9%
8.2%
8.6%
9.1%
9.5% 9.8% 10.1% 10.3% 10.4%
0
100
200
300
400
500
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
0%
2%
4%
6%
8%
10%
12%
Total tourism spend influence: Global
Source: Oxford Economics
Percentage of all spend TripAdvisor influenced spend $ bn
Quantifying
TripAdvisor’s
Influence
| Oxford Economics 41
⁃ The global travel market comprised an
estimated 3.99 billion trips in 2016
⁃ These trips represented an estimated
$4,603 billion in WW tourism spending
⁃ Nearly $488 billion of this was influenced
by TripAdvisor: $205 billion on inbound
travel and $283 billion on domestic travel.
⁃ $73 billion of this spending would not have
occurred without TripAdvisor
⁃ TripAdvisor’s impact on nights is
higher than for visits due to positive
impacts on average length of stay - this
includes some impact on travellers to drive
additional nights in market
• TripAdvisor influenced $488 billion in tourism spend in
2016 worldwide. Within this, $73 billion (15%) would
not have occurred without TripAdvisor
TripAdvisor Impacts globally in 2016
Total travel market
Trips (mn) Nights (mn) Spend (US$bn)
Total 3,991.7 17,504.1 4,603.2
Inbound 1,187.2 5,599.7 1,322.1
Domestic 2,804.5 11,904.4 3,281.2
Influenced travel
Trips (mn) Nights (mn) Spend (US$bn)
Total 391.6 2,060.0 487.5
Inbound 164.4 923.1 205.0
Domestic 227.2 1,136.9 282.6
Additional travel
Trips (mn) Nights (mn) Spend (US$bn)
Total 28.9 430.5 73.2
Inbound 8.3 193.1 30.1
Domestic 20.5 234.4 43.1
|
Italy Economic Summary
How important is the “hero” photo?
???
Oddly Performing Properties
Click Share index -12%
Review Score Index +3%
Oddly Performing Properties
Click Share index -51%
Review Score Index +11%
Oddly Performing Properties
Click Share index -31%
Review Score Index +12%
Oddly Performing Properties
Click Share index -60%
Review Score Index +8%
Oddly Performing Properties
Click Share index -60%
Review Score
Index
-14%
Tinder Auto-Optimisation
Top Swaps
Top Swaps
Top Swaps
Top Swaps
Grazie!

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BTO2017 | TEN - TripAdvisor - Charlie Ballard

  • 1. That’s Italy, Folks TripAdvisor Strategic Insights: Italy Buy Travel Online 2017 29 November Florence, Italy
  • 4. Who We Are Today
  • 5. Who We Are Today Research & Compare Evaluate & Click to Book
  • 6. We’re the world’s largest travel site 390 MILLION UNIQUE MONTHLY USERS 500 MILLION REVIEWS & OPINIONS 290+ NEW CONTRIBUTIONS POSTED EVERY MINUTE 405+ MILLION APP DOWNLOADS 49 MARKETS 28 LANGUAGES ACROSS THE GLOBE
  • 7. TripAdvisor Overview - Worldwide TripAdvisor’s WW audience peaked in June 2017 at 293m 7 Source: comScore TDAN 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 TotalUniqueVisitors(000) Denotes peak month for TripAdvisor Inc. in each year July 2016: 297m June 2017: 293m
  • 8. Hotels Path to Purchase
  • 9. 9 TripAdvisor’s Share of Travel Bookers TripAdvisor reaches of global travel visitors 23% Global travel intenders end up purchasing with hotel site 15% of global hotel purchasers visit TripAdvisor 75% MILLION USERS296 Source: comScore services
  • 10. A Typical Journey – Flight Purchase Expedia.it Purchase in 48 Days Source: comScore Data Services. 10 Booking.com Edreams.it Ryanair.com Tripadvisor.it Booking.com Edreams.it Trivago.it Expedia.it Booking.com Priceline.com Tripadvisor.it Trivago.it Booking.com Ryanair.com Expedia.it Priceline.com Expedia.it Expedia.it Skyscanner.it Trivago.it Ryanair.com Booking.com Meridiana.it Ryanair.com Booking.com Tripadvisor.it Easyjet.com Tripadvisor.it Cartrawler.com Booking.com Ryanair.com Tripadvisor.it Trivago.it Ryanair.com Booking.com Volagratis.com Expedia.it Easyjet.com Jetcost.it Tripadvisor.it Momondo.it Jetcost.it Tripadvisor.it Priceline.com Expedia.it Tripadvisor.it Voyage-prive.it Expedia.it Tripadvisor.it Expedia.it Booking.com Priceline.com Tripadvisor.it Yallayalla.it Booking.com Volagratis.com Expedia.it Paesionline.it Booking.com Priceline.com Tripadvisor.it Ryanair.com Meridiana.it Tripadvisor.it Expedia.it Tripadvisor.it Logitravel.it Expedia.it Kayak.it Expedia.it Easyjet.com Momondo.it Expedia.it Yallayalla.it Booking.com Expedia.it Turistipercaso.it Tripadvisor.it Ryanair.com Cartrawler.com Ryanair.com Booking.com Priceline.com Booking.com Cartrawler.com Tripadvisor.it Ryanair.com Priceline.com Siviaggia.it DAY -48 DAY -16 DAY -10 DAY -5 DAY -2 Booking Day Post-Booking “Tiscali” (Search) "easy jet" "booki" "ryanair" "trivago" "booking" "ryan air" "appartamenti ibiza" "ibiza o formentera" "easy jet" "booking" "easy jet" "booking" "ryanair" "voli xname mykonos" "ibiza mykonos xname" "booking" "trivago" "booking" "vacanza alla xname di ibiza" "ryanair" "voli xname lloret de mar voli" "easyjet" "ryanair" "tropicana mykonos" "areoporto loret de mar" "booking" "xname lloret de mar voli" "mulini mykonos" "xname voli" "ryanair" "aeroporto lloret de mar" "vacanze estive 2016" "el puerto hotel ibiza" "playa d'en xname, ibiza" "voli expedia" "lname lloret de mar" "lname magaluf o loret de mar" "booking" "magaluf, lname" "zona barceloneta a barcelona" "ryanair" "lname partenze di che xname" "lname offerte xname 2016" "apollo hotel apart" "spieggia di argassi" "lname offerte viaggi" "xname beach hotel" "san vito lo capo" "booking" "san vito lo capo" "aeroporto san vito lo capo" "san vito lo capo" "xname orientale turismo" "cosa vedere a lname" "check in ryanair in aeroporto" "ryanair check in" "ryanair" "booking" "ryan air" "booking" "viaggio in sicilia xname luoghi di lname" "xname ragusa" "ryanair check in" VISITSSEARCHES FIRST ACTIVITY FIRST PURCHASE
  • 11. 11 TripAdvisor Hotel Bookers Research For Longer Average Day of Purchase Average Final TripAdvisor Visit Day Day 1 Average 86 95 98OTA Site Average 87 User makes 1st travel website visit Day 72 Non-TripAdvisor User Average Booking 95Hotel Site Average 86 Source: comScore services Window of Opportunity
  • 12. 12 First Search Analysis Shows Brand Opportunity Keyword Examples used by travel searchers: • Branded: “Vacation Packages”, “Cheap Holidays 2017” • Generic destination: “New Zealand Adventure Tours”, “4 day breaks to Iceland” 69% of all first searches worldwide in 2017 are generic with 5% adding a destination Source: comScore Data Services 69%73% 67%64% 5% 3% 4% 0% 22%22% 24%34% 4%2%5%2% 2017201620152014 Generic Generic Destination* Branded No Pre Purchase Search
  • 14. Tracking Political and Social Stability 0 100000 200000 300000 400000 500000 600000 700000 0 10000000 20000000 30000000 40000000 50000000 60000000 70000000 80000000 Global Paris, France Tunisia Sharm El Sheikh London Source: TripAdvisor Session Data • Travel unrest in Paris, Sharm el Sheikh, Tunisia and London using clicks to book 14 Charlie Hebdo Oct 31 ISIS attack Nov 13 ISIS attack
  • 15. January February March April May June July August September October November December Global Sessions Viewing Italy 2015 2016 2017 Source: TripAdvisor Internal User Data • The number of the international sessions viewing Italian content on TripAdvisor has grown significantly in 2017 vs. the same period in 2016, +11% in the first nine months of 2017 compared to the same period the year prior Global Interest in Italy
  • 16. Top 20 Countries Viewing Italy 16Source: TripAdvisor Internal User Data – Confidential For Internal Use Only 15.9% 15.3% 11.0% 9.9% 4.9% 4.2% 2.7% 2.5% 2.4% 2.2% 2.1% 2.0% 1.5% 1.3% 1.3% 1.3% 1.3% 1.1% 1.0% 0.9% United Kingdom United States Germany France Switzerland Spain The Netherlands Canada Australia Belgium Russia Austria Brazil Argentina Poland Japan Sweden Ireland Israel Denmark +8% +13% +16% +28% +12% +16% +42% +6% +4% +22% +18% +22% +6% +10% +45% +8% +43% +12% +9% +34% United Kingdom United States Germany France Switzerland Spain The Netherlands Canada Australia Belgium Russia Austria Brazil Argentina Poland Japan Sweden Ireland Israel Denmark Share of Worldwide Views of Italy Year Over Year Growth
  • 17. Top 20 Cities Viewing Italy 17Source: TripAdvisor Internal User Data – Confidential For Internal Use Only 2.0% 1.6% 1.3% 1.1% 1.0% 1.0% 0.9% 0.8% 0.8% 0.8% 0.7% 0.7% 0.7% 0.6% 0.6% 0.6% 0.5% 0.5% 0.5% 0.5% Paris, France London, United Kingdom Madrid, Spain Singapore, Singapore Moscow, Russia Munich, Germany Barcelona, Spain Sydney, Australia Zurich, Switzerland New York City, NY, USA Rudersdorf, Germany Vienna, Austria Frankfurt, Germany Tokyo, Japan Dublin, Ireland Buenos Aires, Argentina Amsterdam, The Netherlands Tel Aviv, Israel Chicago, IL, USA Toronto, Canada +38.7% -85.0% +28.2% +197.5% +12.6% +13.9% +29.8% +6.5% +33.1% +18.1% +21.8% +45.3% +36.0% +10.1% +16.2% +4.0% +73.6% +28.1% +42.4% +11.0% Paris, France London, United Kingdom Madrid, Spain Singapore, Singapore Moscow, Russia Munich, Germany Barcelona, Spain Sydney, Australia Zurich, Switzerland New York City, NY, USA Rudersdorf, Germany Vienna, Austria Frankfurt, Germany Tokyo, Japan Dublin, Ireland Buenos Aires, Argentina Amsterdam, The Netherlands Tel Aviv, Israel Chicago, IL, USA Toronto, Canada Share of Worldwide Views of Italy Year Over Year Growth
  • 18. Top Countries Viewing Italy International Markets Only • Travellers from the UK and the US are viewing Italy more in 2017 • Interest in Italy from French travellers has grown tremendously since March 2017 however 18Source: TripAdvisor Internal User Data – Confidential For Internal Use Only Jan 2016 Feb 2016 Mar 2016 Apr 2016 May 2016 Jun 2016 Jul 2016 Aug 2016 Sep 2016 Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017 Apr 2017 May 2017 Jun 2017 Jul 2017 Aug 2017 International Markets Viewing Italy Content United Kingdom United States Germany France Switzerland Spain The Netherlands Canada Australia Belgium
  • 19. Top Destinations Viewed in Italy International Markets Only • Rome is by far the most viewed destination in Italy for international travellers on TripAdvisor, followed by Venice and Florence 19Source: TripAdvisor Internal User Data – Confidential For Internal Use Only Jan 2016 Feb 2016 Mar 2016 Apr 2016 May 2016 Jun 2016 Jul 2016 Aug 2016 Sep 2016 Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017 Apr 2017 May 2017 Jun 2017 Jul 2017 Aug 2017 Top Italian Destinations Viewed, International Markets Rome, Italy Venice, Italy Florence, Italy Milan, Italy Naples, Italy Sorrento, Italy Sardinia, Italy Sicily, Italy Positano, Italy Bologna, Italy
  • 20. Top Other Countries Viewed When Viewing Italy Top 4 IP Countries 20Source: TripAdvisor Internal User Data – Confidential For Internal Use Only 34% 14% 9% 7% 5% 3% 3% 2% 1% 1% France Germany Spain United States Greece Switzerland Russia Portugal India The Netherlands UK IPs 18% 13% 11% 10% 5% 4% 3% 3% 3% 2% Germany United Kingdom Spain United States Greece Austria Switzerland Poland The Netherlands Russia FR IPs 16% 15% 10% 7% 5% 3% 3% 2% 2% 2% United States France United Kingdom Spain China Greece Austria Switzerland Japan Poland DE IPs 16% 12% 11% 8% 3% 3% 3% 2% 2% 2% France Germany United Kingdom Spain China Greece Austria Switzerland Russia Canada US IPs
  • 21. • Spain ranks the top competitor country for Italy for nine of the last 12 months • France and the US follow closely forming the top competitive set for Italy Source: TripAdvisor Internal User Data 0 1 2 3 4 5 6 7 8 9 10 Oct '16 Nov '16 Dec '16 Jan '17 Feb '17 Mar '17 Apr '17 May '17 Jun '17 Jul '17 Aug '17 Sep '17 Oct '17 Countries Most Viewed When Also Viewing Italy Spain France United States United Kingdom Greece Germany Portugal Switzerland Austria Caribbean Thailand Croatia Top Competitors Viewed When Viewing Italy
  • 22. Source: TripAdvisor Internal User Data –Date range: Oct 2016 – Sep 2017 $369 $269 $243 $219 $213 $206 $204 $191 $188 $183 $170 $168 $165 $162 $148 $135 $104 Caribbean Switzerland Greece United States Japan Austria Croatia Italy The Netherlands Australia France Spain United Kingdom Portugal Germany Thailand India Average Nightly Price • The Caribbean has the most expensive hotels out of the top competitors for Italy with average price $369, whereas India has an average room price of only $104 Competitors’ Hotel Prices
  • 23. Italy Content Viewed the Most • The most viewed content for domestic Italian travellers on TripAdvisor is restaurants, with more of mobile views being for those pages alone • The international markets have a focus on hotels pages, except mobile where restaurants pages are the most viewed on smartphone devices 23Source: TripAdvisor Internal User Data – Confidential For Internal Use Only. Date range: Jan 2016 – Sep 2017 42% 50% 46% 23% 11% 20% 9% 6% 10% 1% 3% 1% 25% 30% 23% Desktop Mobile Tablet Domestic Restaurants Hotels Attractions Tourism Other 34% 21% 35% 15% 28% 14% 15% 14% 14% 3% 5% 3% 33% 32% 34% Desktop Mobile Tablet International Hotels Restaurants Attractions Tourism Other
  • 24. National Restaurants with the Most Views • Below are the Top 3 Restaurants in Italy and its top competitor markets based on pages viewed 24Source: TripAdvisor Internal User Data – Confidential For Internal Use Only. Date range: Jan 2016 – Sep 2017 Italy Spain France United States United Kingdom 1 2 3 La Locanda delle Antiche Sere Maretto Viana Barcelona Buffalo Grill Chain McDonald's Everywhere Woodhouse Gardens Manchester Ristorante Pizzeria Croce del Gallo Suzarra La Tagliatella Barcelona Hippopotamus Chain The Cheesecake Factory Everywhere The Red Lion Everywhere La Piazzetta Taormina Bodega Biarritz Barcelona La Cabane Chain Olive Garden Everywhere The Royal Oak Everywhere
  • 25. National Restaurants with the Highest Reviews • Below are the Top 3 Restaurants in Italy and its top competitor markets based on average review score 25Source: TripAdvisor Internal User Data – Confidential For Internal Use Only. Date range: Jan 2016 – Sep 2017 Italy Spain France United States United Kingdom 1 2 3 Federica & Barbara of BB Kitchen Rome Restaurante Limia Galicia Kei Paris Mediterrano Naples, FL La Fiorentina Glasgow La Bottega del Buon Caffe Tuscany Uma Barcelona Restaurant Le Galion Menton Cafe Verona Independence, MO Rubino Kitchen Essex Ostaietta Genoa El Celler de Can Roca Girona Paris Picnic Paris Bha! Bha! Bistro Naples, FL The Table Edinburgh
  • 26. National Restaurants with the Highest Growth • Below are the Top 3 Restaurants in Italy and its top competitor markets based on highest year over year growth in views 26Source: TripAdvisor Internal User Data – Confidential For Internal Use Only. Date range: Jan 2016 – Sep 2017 Italy Spain France United States United Kingdom 1 2 3 Sapori Solari +136.9% Lombardi Los Montes de Galicia +92.9% Madrid Les Ombres +77.5% Paris Heart Attack Grill +46.4% Las Vegas, NV Fishers Fish and Chips +74.8% London La Pergola +88% Rome Eslava +57.1% Seville Les Apotres de Pigalle +65.9% Paris Mr. Mamas +29.7% Las Vegas, NV Bar 61 Restaurant +33.1% Streatham Contraste +77.0% Milan Restaurante Navarro +50.8% Valencia Restaurant Melodie +62.8% Bordeaux Los Tacos No. 1 +26.8% New York City The Golden Chippy +30.2% London
  • 27. National Attractions with the Most Views • Below are the Top 3 Attractions in Italy and its top competitor markets based on pages viewed 27Source: TripAdvisor Internal User Data – Confidential For Internal Use Only. Date range: Jan 2016 – Sep 2017 Italy Spain France United States United Kingdom Colosseum Roma Basilica of the Sagrada Familia Barcelona Eiffel Tower Paris Universal Studios Hollywood Los Angeles Warner Bros. Studio Tour: The Making of Harry Potter London Duomo di Milano Milano Park Guell Barcelona Musée du Louvre Paris Cape Fear Serpentarium Wilmington, NC British Museum London Trevi Fountain Roma Casa Batllo Barcelona Disneyland Park Paris Central Park New York City Tower of London London 1 2 3
  • 28. National Attractions with the Highest Reviews • Below are the Top 3 Attractions in Italy and its top competitor markets based on average review score 28Source: TripAdvisor Internal User Data – Confidential For Internal Use Only. Date range: Jan 2016 – Sep 2017 Italy Spain France United States United Kingdom 1 2 3 Walkabout Florence Tours Firenze Free Walking Tours Barcelona Barcelona Chamexpress Chamonix The New York Pass New York City Mike Briggs Hillwalking Bun-na-Gille Sassi di Matera Matera SANDEMANs NEW Europe Barcelona Les Secrets Gourmands de Noemie Paris New York Tour1 New York City Scozia Tour, Day Tours in Italiano Edinburgh Chiesa di San Maurizio al Monastero Maggiore Milan Palau Guell Barcelona Mont Blanc Chamonix Bryce Canyon National Park Utah Porthcurno Porthcurno
  • 29. National Attractions with the Highest Growth • Below are the Top 3 Attractions in Italy and its top competitor markets based on highest year over year growth in views 29Source: TripAdvisor Internal User Data – Confidential For Internal Use Only. Date range: Jan 2016 – Sep 2017 Italy Spain France United States United Kingdom 1 2 3 Cascate del Mulino +88.2% Saturnia Magic Fountain (Font Magica) +92% Barcelona Santa Giulia Beach +118.1% Santa Giulia Times Square +57.7% New York City The O2 Arena +70.8% London Basilica di Santa Maria Maggiore +51.34% Rome Benidorm Old Town +50.7% Benidorm Old Port +84.5% Marseille Downtown Nashville +54.6% Nashville, TN Jacobite Steam Train +40.3% Lochaber Scala dei Turchi +48.1% Realmonte Monasterio de Piedra +48.5% Zaragoza Gare du Nord +77.1% Paris Georgia Aquarium +46.5% Atlanta Paddington Station +32.9% London
  • 30. Italy Booking Data: Average Nightly Rate 30Source: TripAdvisor Internal Site Data o Average nightly rate tends to decrease at the close of summer, to attract more visitors during the colder months o Large increases in average nightly rate can be seen starting in April, as users are actively booking for peak season travel$173 $180 $196 $206 $213 $226 $231 $235 $240 $240 $206 $186 $181 $183 $197 $204 $210 $208 $218 $227 $233 $233 $212 $189 $100 $125 $150 $175 $200 $225 $250 Average Nightly Rate
  • 31. 31Source: TripAdvisor Internal Site Data o Fewer rooms are sold during the autumn months, as peak travel season for Italy normally occurs during the late spring and summer Italy Booking Data: Room Nights Booked 93,545 94,027 153,976 157,088 215,065 243,643 248,605 246,336 273,904 229,956 159,989 136,719 115,077 117,253 158,008 152,932 259,113 262,995 264,221 267,482 279,863 234,578 143,849 128,065 0 50,000 100,000 150,000 200,000 250,000 300,000 Italy Room Nights Booked Through TripAdvisor
  • 32. $16.2M $16.9M $30.1M $32.4M $45.8M $55.0M $57.5M $57.9M $65.7M $55.1M $32.9M $25.4M $20.8M $21.5M $31.1M $31.2M $54.5M $54.6M $57.7M $60.7M $65.2M $54.7M $30.5M $24.3M $0 $10,000,000 $20,000,000 $30,000,000 $40,000,000 $50,000,000 $60,000,000 $70,000,000 32Source: TripAdvisor Internal Site Data o Estimated hotels revenue driven by TripAdvisor shows a decrease in autumn, due to a decline in average nightly rate and fewer clicks o Estimated revenue sees a large increase over the spring and summer, likely with people booking for peak season travel Total Est. Hotel Revenue Booked Through TripAdvisor, Last 12 Mos $506 million Italy Booking Data: Total Hotels Revenue
  • 33. 33Source: TripAdvisor Internal Site Data o Italy booking revenue driven by TripAdvisor consistently comprises over 15% of all TripAdvisor booking revenue for Europe as a whole, occasionally reaching nearly 25% of all revenue booked for European destinations Italy’s Share of Europe Hotels Revenue 17% 20% 21% 23% 24% 23% 22% 22% 24% 24% 19% 16% 15% 18% 17% 19% 20% 21% 21% 21% 21% 22% 18% 16% 0% 5% 10% 15% 20% 25% 30% 35% 40% Italy as % of Europe Hotels Revenue
  • 34. The Economic Impact of Travel
  • 35. International Tourism Evolution | Oxford Economics 35 ⁃ 2017 will be the eighth consecutive year of international growth in global travel demand ⁃ Annual average growth has been 4.6% per year for this period ⁃ Almost 1.3 billion visits are expected in 2017; roughly twice as many trips than were taken 20 years ago ⁃ Roughly half of all international trips are to European destinations ⁃ But today destinations in the Asia- Pacific region are taking a greater share of travel • International travel has doubled over the past twenty years and continues to expand 1990 1995 2000 2005 2010 2015 0 200 400 600 800 1,000 1,200 1,400 1,600 Source: TDM, UNWTO Millions Global Tourist Arrivals by Destination MEA Asia Pacific Americas Europe
  • 36. 2004 2007 2010 2013 2016 0 1 2 3 4 5 6 Africa Middle East Oceania Asia Latin America/Caribbean North America Other Europe Western Europe Total tourism spend over time by global region US$ trillions Source: Oxford Economics Global Tourism Spend | Oxford Economics 36 ⁃ Western Europe accounts for a similar amount of global spending as North America once domestic spend is also accounted for ⁃ Spending in Asian destinations has taken a growing share of global tourism activity in line with growing wealth in the region ⁃ The Asian travel market as a whole is comparable to that for Europe or North American when considering domestic as well as inbound demand • Total spending by global destination is distributed broadly in line with wealth
  • 37. Global Tourism Spend | Oxford Economics 37 ⁃ Domestic tourism spend accounts for around three-quarters of global tourism spending ⁃ International spending is the most dynamic component of tourism demand and has grown by more than domestic demand over the past ten years ⁃ The share of international spending has increased from around 20% to 25% over time and this proportion is likely to rise even further • Domestic travel is an important source of revenue which must not be overlooked 2000 2002 2004 2006 2008 2010 2012 2014 2016 0 1,000 2,000 3,000 4,000 5,000 6,000 Domestic travel spend Inbound travel spend Domestic and international travel spend volumes US$ bn Source: Oxford Economics
  • 38. Tourism Share of Spending | Oxford Economics 38 ⁃ Spending by travellers from Western European markets is high relative to total consumer expenditure and has moderately increased over the past ten years ⁃ Leisure travel as a share of consumption in Asia-Pacific has increased significantly from 7.6% to 10% ⁃ This is due to improvement in emerging Asian markets and still implies scope for future growth as earnings and consumer spending per capita remain lower than in developed markets • Leisure travel as a shared of consumption has increased from 7.6% in 2007 to 10% in 2017 in Asia-Pacific 10.5% 10.0% 7.6% 6.6% 6.0% 5.8% 4.9% 10.8% 8.8% 10.0% 6.2% 6.2% 5.6% 4.0% 0% 2% 4% 6% 8% 10% 12% Western Europe Middle East APAC Latin America Emerging Europe North America Africa 2007 2017 Leisure tourism share of consumer spending Source: Oxford Economics %, 2007 - 2017 Source: Oxford Economics
  • 39. Tourism Economic Impact | Oxford Economics 39 ⁃ 1 in 10 employees worldwide are supported by tourism activity. This includes employment which is directly supported by the tourism industry as well as indirect and induced employment effects ⁃ The proportions of GDP supported by tourism are different from the proportions of employment supported, thanks to differences in productivity between the global regions ⁃ The highest supported share is in North America (11%), followed by Western Europe (10%) ⁃ The lowest shares of employment supported by tourism are in Emerging Europe and Africa • The share of employment supported by tourism also varies by country and region, influenced by relative productivity rates 11.0 9.7 6.6 8.3 8.7 7.6 6.5 0 2 4 6 8 10 12 14 North America Western Europe Other Europe Lat Am / Caribbean APAC Middle East Africa Indirect Direct Tourism regional shares (%) of employment Source: Oxford Economics, WTTC
  • 40. TripAdvisor’s Global Influence | Oxford Economics 40 ⁃ The influence of TripAdvisor has risen over time. 10.4% of global spend is estimated to be influenced by TripAdvisor page views, reviews and scores in 2017 ⁃ This is a large increase from the 7.0% of tourism spending which was influenced in some way by TripAdvisor in 2007 ⁃ The value of this influence is equivalent to around $520 billion of global tourism spend ⁃ Large growth in influence is evident for both domestic and international travel. However, the influence on international travel has been consistently higher. • The share of travel influenced by TripAdvisor has grown over time 7.0% 7.5% 7.9% 8.2% 8.6% 9.1% 9.5% 9.8% 10.1% 10.3% 10.4% 0 100 200 300 400 500 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 0% 2% 4% 6% 8% 10% 12% Total tourism spend influence: Global Source: Oxford Economics Percentage of all spend TripAdvisor influenced spend $ bn
  • 41. Quantifying TripAdvisor’s Influence | Oxford Economics 41 ⁃ The global travel market comprised an estimated 3.99 billion trips in 2016 ⁃ These trips represented an estimated $4,603 billion in WW tourism spending ⁃ Nearly $488 billion of this was influenced by TripAdvisor: $205 billion on inbound travel and $283 billion on domestic travel. ⁃ $73 billion of this spending would not have occurred without TripAdvisor ⁃ TripAdvisor’s impact on nights is higher than for visits due to positive impacts on average length of stay - this includes some impact on travellers to drive additional nights in market • TripAdvisor influenced $488 billion in tourism spend in 2016 worldwide. Within this, $73 billion (15%) would not have occurred without TripAdvisor TripAdvisor Impacts globally in 2016 Total travel market Trips (mn) Nights (mn) Spend (US$bn) Total 3,991.7 17,504.1 4,603.2 Inbound 1,187.2 5,599.7 1,322.1 Domestic 2,804.5 11,904.4 3,281.2 Influenced travel Trips (mn) Nights (mn) Spend (US$bn) Total 391.6 2,060.0 487.5 Inbound 164.4 923.1 205.0 Domestic 227.2 1,136.9 282.6 Additional travel Trips (mn) Nights (mn) Spend (US$bn) Total 28.9 430.5 73.2 Inbound 8.3 193.1 30.1 Domestic 20.5 234.4 43.1 |
  • 43. How important is the “hero” photo? ???
  • 44. Oddly Performing Properties Click Share index -12% Review Score Index +3%
  • 45. Oddly Performing Properties Click Share index -51% Review Score Index +11%
  • 46. Oddly Performing Properties Click Share index -31% Review Score Index +12%
  • 47. Oddly Performing Properties Click Share index -60% Review Score Index +8%
  • 48. Oddly Performing Properties Click Share index -60% Review Score Index -14%
  • 54.