PowerPoint Presentation

Maximising your presence through TripAdvisorDimitri Vanel, Partnerships Manager | GCMB & TripAdvisor

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TripAdvisor OverviewGlasgow on TripAdvisorTripBarometer 2016 travel trendsImpact of ReviewsBest Tips| Agenda

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TRIPADVISOR OVERVIEW

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YEAR 2000 WHERE IT ALL BEGAN

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TripAdvisor introduces Instant Booking on mobileTripAdvisor Highlights5First ever traveler review is posted on TripAdvisor Restaurants added to the site for the first timePopularity Index launched, ranking properties according to traveler feedbackTripAdvisor forums are createdA flights search feature is launched on the siteTripAdvisor launches first iPhone appHotel price comparison launchesVacation Rentals are added to the sitePartners with FacebookTripAdvisor acquires

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TripAdvisor reaches 340 millionUnique monthly users

As years passed.2001 2002 2010 (Mobile & Facebook) 2014 to now5

MISSION

HELPING TRAVELERS PLAN AND BOOK THE PERFECT TRIP

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Reach potential guests worldwide

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48 domains in 28 languages

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*Source: Google Analytics, average monthly unique users, Q3 2015;

million340unique monthly visitorsmillion103TripAdvisor membersmillion350reviews and opinions230+contributions every minute

Each month over 340 million unique visitors come to TripAdvisor to plan and book their travelsDrawing inspiration and advice from the 350 million reviews and opinions on the site and the 6.5 million listings

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TripAdvisor UK has highest use in Europe

UNITEDKINGDOM11mGERMANY6mFRANCE6.4mSPAIN3.8mITALY5.8mUNITED KINGDOMWith Mobile19.5m

47.4million

EUDesktopUK, Desktop: 11millionUK, w/ Mobile: 19.5millionOther MarketsUUsRussia4.6mTurkey1.1m Netherlands1m

Source: comScore November 2015

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In Europe UK traffic is the highest 9

Glasgow on TripAdvisorTravellers Choice Destination Winner176 Accommodations (including hotels, B&Bs and speciality lodgings)271 Holiday rentals595 Things to Do2,202 Restaurants362,450 Reviews and opinions17,986 Traveller photos4,997 Forum posts89% Registered Owners

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Top 20 Markets Viewing Glasgow in 2015/2016Source: TripAdvisor Internal Site DataDate range: January 2015 April 201611

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YoY Growth in Glasgow Destination Views by Market Out of the top 20 countries viewing Glasgow, Germany, The Netherlands and Norway showed especially strong increased views in 2016 versus 2015Source: TripAdvisor Internal Site DataDate range: April 2014 April 201612

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Top 10 Markets Viewing Glasgow On MobileSource: TripAdvisor Internal Session DataDate range: April 2015 April 2016MobileTablet

Desktop

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Key Travel trends for 2016

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17% will try solo travel for the first time in 2016

15% will try adventure travel for the first time1 in 5 global travelers said they would try a cruise for the first time in 2016 Seeking new experiencesSource:TripBarometer , October 2015. A study by TripAdvisor and global research firm, Ipsos

Almost 7 in 10 global travellers are planning to try something new in 2016 (69%).

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Culture, Special Offers and Media influence destination choicesvisited a destination because they saw it on a TV show Source:TripBarometer , October 2015. A study by TripAdvisor and global research firm, Ipsos

47%21%20%

Todays travellers choose destinations for a number of reasons, including accommodation special offers.

chose a destination because of the culture and people of the specific countryhave chosen a destination because a hotel had a special offer or package.

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Travelers want to stay cool and connectedsay air conditioning is a must-have when choosing a place to stay.

of global travelers will look elsewhere if free in-room WiFi is not offered

Source:TripBarometer , October 2015. A study by TripAdvisor and global research firm, Ipsos

Among the amenities that travelers look for when booking accommodation in 2016, air conditioning and WiFi stand out.

46% 63%

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Smartphones are essentialSource: TripBarometer, October 201575% of global travelers will not leave home without their smartphones

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More important than toiletries. Smartphones have become an extension of travelers the ultimate travel companion.18

IMPACT OF REVIEWS

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The Power of ReviewsDid you know 54% of travelers wont book a hotel that doesnt have any reviews?Source: Phocuswrights TripAdvisor Custom Survey 2015: Global

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PLAY VIDEO

- Reveals that more than half of global respondents do not want to make a booking commitment until they read reviews and find out what other travelers thought about the property.- According to the study, respondents turn to TripAdvisor on a regular basis. Twenty nine percent visit the site several times a month, 12 percent say they check the site at least once a week and 26 percent regularly use the site more than once a week. Overall, this means that 67 percent of respondents check TripAdvisor a few times a month or more.- More than 80 percent say the sites reviews help them feel more confident in their travel decisions, and help them to have a better trip. Of those polled, 93 percent of respondents feel that a hotel stay is very important to the overall trip experience.

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Understanding the motivation to sharePeople want to share positive experiences and pay it forward for the advice they received from others

73%70%4 out of 5of TripAdvisor users wrote a review in the past year because they received good advice from reviews and wanted to give back to the community

of TripAdvisor users report that they wrote a review in the past year because they wanted to share a good experience with travellers

is the average bubble rating on TripAdvisor

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USING REVIEWS TO POWER YOUR BUSINESS

Key factors influencing your popularity on TripAdvisor

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Highly engaged hotels see more results on TripAdvisorWhat makes a hotel highly engaged on TripAdvisor?At least one active, verified owner10+ Management Photos on their listings25%+ of reviews receive a Management Response

How highly engaged hotels perform over others:

Atmosphere Research Group study links engagement and performanceSource: Using Guest Reviews to Pave the Path To Greater Engagement, Atmosphere Research Group, September 2015

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The results of a recent study conducted by Atmosphere Research Group, reveals the link between hotel engagement and performance on the worlds largest travel site. By analyzing the performance of 12,000 hotels in the top 25 traffic destinations on TripAdvisor, Atmosphere found common traits of top performing hotels. These hotels have at least one active, verified owner; 10 or more Management Photos and respond to at least 25% of reviews. These highly engaged hotels receive nearly 4xs more average page views per month, have higher Pop Index rankings, and see 30 40% more engagement with revenue driving products like Business Listings, than their un-engaged counterparts. 24

BEST TIPS

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of TripAdvisor users are more likely to book a hotel which responds to traveller reviews versus a comparable hotel which doesnt provide management responses65%

of TripAdvisor users users agree that a thoughtful management response to a bad review improves their impression of a hotel85%Management Responses Influence traveller decisions

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Anatomy of a good response

THANKSFOLLOWS UPAPOLOGIZESREINFORCES POSITIVEINVITES BACKDEMONSTRATES IMPORTANCE OF GUEST FEEDBACK

Source: comScore July 2015

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Increasing the number of recent reviews using the Review Express Tool Easier than ever to ask guests to write a review on TripAdvisor!Engage with guests after they have stayed to encourage valuable feedback for your business

Use customizable templates to easily email recent guests

Use campaign dashboard to monitor incoming reviews and optimize campaigns

Its FREE!

Source: comScore July 2015

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Showcase your reviews and your awards

Source: comScore July 2015

Summary

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Key Takeaways

Register and get verified as a manager for your propertyEngage with your visitors by asking them to share their experienceRespond to reviewsShowcase your reviews and awardsMore tips available at www.tripadvisor.co.uk/TripAdvisorInsights

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