The accounting demons

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  • Listings are ranked on rating/recommendations and are unbiased*Heading for right half
  • TA for BusinessTA Trip FriendsTA Media Group
  • China is a challenging market to grow in due to the following challenges.
  • Application process  how to facilitate? VCMR RBO.
  • Integrate flight booking optionCookies?Integrate flight/hotelSearch flight: include hotel options automaticallyAbout 40% new members join due to flights
  • The accounting demons

    1. 1. TripAdvisorMelissa CamarenaKathy KrzeptowskiJennifer SotoJessica Vargas
    2. 2. Overview What is TripAdvisor? Divisions of TripAdvisor TripAdvisors Objective TripAdvisors 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 2KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
    3. 3. What is TripAdvisor? Mission Statement: To providereal advice from real travelers about hotels, attractions, and other travel-related ideas. Listings for: Services: • Hotels •Authenticity of reviews • Bed & Breakfast • No hoteliers incentives may be offered • Inns •Acces to reviews • Restaurants • Membership not required for site use • Attractions Based on Reviews • Free membership •Travel related Information • Descriptions of listed entries • Price comparisons • Map listing locations© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 3KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
    4. 4. TripAdvisor’s ObjectiveObjective: To build on TripAdvisor’s core business and prioritize theseoptions tomaximize their chances of success in the future. Core business: Success For Future: • Consumer • International Expansion (China) • Buisness Owners • Vacation Rentals • Marketing • Flights • Monetization© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 4KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
    5. 5. Divisions of TripAdvisor TripAdvisor TA For TA Trip TA Media Business Friends Group© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 5KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
    6. 6. TripAdvisor’s Core Business Consumers Business Owners •Provide reliable feedback/reviews •Attract consumers to TA •Attracts users • Professionalism • About 53% of consumers based travel accommodations on •Division used: TA For Business reviews •Division used: N/A Marketing Monetization •Fill Chief Marketing Officer vacancy •3 Main sources of revenue •Search marketing • Text links • SEM • Display ads •Public relations • Business listing • Brand recognition •Division used: TA For Business •Division used: TA Trip Friends© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 6KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
    7. 7. International Expansion: China Challenges Strategies •Local competitors •Familiarizing with Chinas culture • Quick to copy • Adaptation to Chinas culture •Consumer behavior • Kuxun • Socioeconomic • In-depth studies •Educating market • Travel deal incentives for contributors •Lack of local talent© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 7KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
    8. 8. Vacation Rentals Challenges Strategies •Fragmented market • Search Engine Market (SEM) •Business Owners • Vacation Rentals • Low online listings (30% of market) • TA for business •Lack of awareness • "Sophisticated software" •Consumer behavior • TA Trip Friends© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 8KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
    9. 9. Flights Challenges Strategies •Google •Integrate flight booking option • ITA •Integrate flight/hotel markets • Search flight: include hotel options automatically • About 40% new members join due to flights •TripAdvisor reviews© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 9KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
    10. 10. Our Proposal•Prioritization of future growth initiative 1. Flights 2. Vacation Rentals 3. International Expansion: China• Build on TripAdvisors 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 10KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
    11. 11. Summary TripAdvisors Core Business International Expansion: China Vacation Rentals Flights Proposal© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 11KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
    12. 12. Thank You!The Accounting Demons

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