"A New Era of Travel: How to Stay Ahead of Travel Trends and Evolving Behaviours in a Post-Pandemic World" presented by Jessica Small at Mumbrella's Travel Marketing Summit 2023

1. Tripadvisor
A New Era of
Travel:
How to Stay Ahead of Travel
Trends and Evolving
Behaviours in a Post-
Pandemic World
17 August 2023

2. Travel is the catalyst
In every great story.

3. For 20+ years Tripadvisor
has inspired explorers to
see life through a new lens.
Tripadvisor is the most
trusted, frequent, source
throughout the travel
booking journey
Hello, we’re
Tripadvisor.

4. Wanderlab at Tripadvisor | 4
Excited about travel
Of travelers say they are planning
to travel within the next 12 months.
Spending on Travel
Of travelers would decrease spend in other
categories to save for their next vacation
Talk about Travel
More people are excited to share their
travel stories and opinions. Tripadvisor has
reached more than one billion user reviews.
Travel is a priority
and top of mind
93% 95% 1B
Source: 1 & 2 .Tripadvisor, An Economic Portrait of the Traveler, 2022 | 3. Tripadvisor internal data

5. Tripadvisor
Source: Tripadvisor Traveler Sentiment Study, 6/19-6/28/20; 2,300 Respondents across US, UK, Japan, Italy, Australia, Singapore
#1 Trust
Over brands like Airbnb, Yelp,
Kayak, and Booking.com
#1 Scale
We significantly outpace industry
global competitors in traffic
#1 Guidance
463M travelers guided every month
And when they plan, they come to us.
More than any other travel platform.

6. Tripadvisor
Today’s Agenda
Highlights from Trending on
Tripadvisor’s Monthly Insights
Report
Travel intent has increased
but travellers are responding
to economic impacts
Understand the path to
purchase and when travellers
are visiting your site
Travel Trends Update July
2023
Big Data in Travel Traveller Path to Purchase
6

7. July 2023
Global Statistics
Travel Trends Update

8. Tripadvisor
Travel Priorities in 2023
8
Q: Now, looking at the following options, which would you say best describes the purpose of your upcoming trip?
Source: Tripadvisor Winter Travel Beats Report 4/2023, Australia, N=404

9. Tripadvisor
Source: Trending on Tripadvisor, Monthly Travel Insights July 2023
Tripadvisor 9
Travel Intent July 2023
Northern hemisphere summer demand ramps up as global intent to travel rises 13%
month over month

10. Tripadvisor 10
Tripadvisor
+125%
increase in international
travel intent by travelers
from Asia Pacific
Source: Tripadvisor internal data, 1/1 - 5/15, 2022 & 2023
Year To Date, 2023 v. 2022 % Change
As the last major market to
retire pandemic-era travel
restrictions, Asia Pacific is
ready to come back full force

11. Tripadvisor
Travel Spending is up in July 2023
11
53%
Increase in Trip Spend
in APAC vs 2022 (+3% US
& +21 Europe)
Source: Trending on Tripadvisor, Monthly Travel Insights July 2023

12. Tripadvisor
Average Booking
Value in July 2023
12
Ranked Order by spend in destination
1. Middle East
2. Europe
3. Africa
4. South Pacific
5. Central America
6. North America
7. Asia
8. South America
Source: Trending on Tripadvisor, Monthly Travel Insights July 2023

13. Tripadvisor
Changes in global
experience search
13
Outdoors, Nature and
Parks
Adventure
Shopping
Wellness
Source: Trending on Tripadvisor, Monthly Travel Insights July 2023

14. Tripadvisor 14
The ROI
of Travel
Travel has highest
perceived ROI
21%
1 in 5 One in five consumers
consider travel to be the most
worthwhile purchase.
Enriching Experiences, Relaxation
and Memories drive high ROI
ADD PHOTO HERE
Source: YouGov Article 28th June https://business.yougov.com/content/8523-us-best-return-on-investment-purchase-categories-poll

15. Connect to explorers when it means more.
Big Data in Travel

16. 1. Audience
Strategy
2. AI Trip
Planning Tool

17. Tripadvisor’s new strategic direction
Good Advice is hard to
find.

18. Tripadvisor
Source: Tripadvisor Internal Data
463M
Travellers
+500M
Customer
Personas
+9M
Businesses
Big Data Overview
247
Reviews Per
Minute

19. Tripadvisor
Insights Platform
Access our data to answer key business
questions and inform actionable insights
and areas of opportunity from traveler
intent, location trends, ratings.
Segments
Access 3,700 turnkey audience segments
of valuable, high-intent consumers
tapping into our unique set of 1P data
signals and Advanced contextual
targeting capabilities
Models & Hybrid
leverage the power of machine learning
to access advanced 1P+2P predictive
models. Data sets are portable to brand.
How we
harness data

20. Tripadvisor 20
Advanced Data Segments
User value model
Leverages browsing and location
data to determine if a user is
currently traveling on a trip and is
away from their home location.
In destination
Powered by real-time hotel and
attraction booking data from
transactions on Tripadvisor as well as
user value model inputs to predict
how close the user is to booking. *
Booking intent
Score uses site browsing behaviors to
categorize based on how likely the
user is to make a booking. This model
is based on the highest UVM users.*
Competitive
Model powered by machine learning
that follows a user’s browsing to find
which properties/brands have the
most booking intent together the
most frequently.
Travel journey
Powered by real-time transactions on
Tripadvisor as well the user value model
inputs to predict if a traveler is in the
planning, booking, pre-trip, on-trip, or
post-trip stage of the funnel.
A way to reach new consumers who
are similar to an existing audience
because they behaved in a similar way
on site or have common interests. *
Lookalike model
*Partner-specific model customization
Advanced Contextual Targeting
Tripadvisor Reviewers & Tripadvisor
Business Owners
Custom Hotel Chain Booking Intent

21. Tripadvisor 21
Data
Strategy in
Action
Client Audience Strategy
Example: Hotel Chain, Loyalty Focus, Gen Z Focused
Tripadvisor Navigator First Party
Audience Review
Destination
Targeting
Travel Journey:
Dreaming and
Planning Stage
Hotel Clickers
and Shoppers
Traveller Type:
Gen Z
Recommended
Optional
Custom Hotel
Chain Booking
Intent
Traveller Budget Loyalty Member
3P Data Overlay
Traveller Dates

22. 22
Tripadvisor’s AI trip planning tool

23. 23

24. Traveller Path to
Purchase

25. Tripadvisor
Study Partner: Similarweb
Study Dates: May - August 2022
28
Travel Sites included
in typical journey
Direct & OTA
Journeys Tracked
3M
Travel Journeys
Tracked
Source: Similarweb & Tripadvisor; Path to Purchase Study; March 2023

26. Tripadvisor 26
of all travel purchase journeys in
Australia contain at least one visit
to Tripadvisor
50%
Tripadvisor remains an
essential resource throughout
the travel journey
Source: Similarweb & Tripadvisor; Path to Purchase Study; March 2023

27. Tripadvisor 27
Path to Purchase by Travel journey types
Source: Similarweb & Tripadvisor; Path to Purchase Study; March 2023

28. Tripadvisor
Source: Similarweb & Tripadvisor; Path to Purchase Study; March 2023
28
Share
of
Travel
Journeys
Time Interval
Path to Purchase by travel site
+32%
Tripadvisor reaches
more travellers than
competitor sites
2-3 Months
Travel Planning
Starts early

29. Tripadvisor
Source: Similarweb & Tripadvisor; Path to Purchase Study; March 2023
29
Path to Purchase by travel site by visits (per day)
+228%
Increase in average
daily visits to
Tripadvisor during
booking phase
5+ Visits
Per Day prior to
booking

30. The Wrap Up.

31. Tripadvisor
Key Takeaways
31
Tripadvisor
1. Travel Trends are showing
increase in intent to travel
but shifts in experiences
search
2. Utilise Big Data to power
your marketing plans,
including the use of AI
3. Traveller Path to Purchase
is evolving over time