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1 Business Listings - A keystroke away from converting browsers to paying guests
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Business Listings - A keystroke away from converting
browsers to paying guests
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World’s Largest Travel Community
• 40 million unique monthly visitors worldwide and 16 million members
– More than half of visitors come from outside the USA
• 30 million unbiased reviews and opinions of hotels, restaurants, and attractions worldwide -- thousands of new reviews daily
• 1 million+ hotels, restaurants and attractions reviewed in over 90,000 destinations
• Over 2 million traveller photos
• TripAdvisor is consistently ranked in the top of all Travel websites and Travel Information websites
World’s Largest Travel Community
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Mill
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July 2010 Worldwide Uniques
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July 2010 Worldwide Uniques M
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America www.tripadvisor.com Japan www.tripadvisor.jp
UK www.tripadvisor.co.uk China www.daodao.com
Ireland www.tripadvisor.ie India www.tripadvisor.in
Canada www.tripadvisor.ca Sweden www.tripadvisor.se
Italy www.tripadvisor.it Holland nl.tripadvisor.com
Spain www.tripadvisor.es Brasil www.tripadvisor.com.br
Norway no.tripadvisor.com Poland pl.tripadvisor.com
Germany www.tripadvisor.de Turkey www.tripadvisor.com.tr
France www.tripadvisor.fr Denmark www.tripadvisor.dk
Mexico www.tripadvisor.com.mx Australia www.tripadvisor.com.au
Greece www.tripadvisor.com.gr/ Argentina www.tripadvisor.com.ar/
Indonesia www.tripadvisor.co.id/ Korea www.tripadvisor.co.kr/
Singapore www.tripadvisor.com.sg/ Thailand th.tripadvisor.com/
Russia www.tripadvisor.ru/
Reach Potential Guests Worldwide
¤ Published on ALL 27 TripAdvisor domains in 19 different languages
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10% 9% 11%
27%
44%
1 2 3 4 5
Percentage of all ratings, Nov 09
TripAdvisor Reviews Are Largely Positive
More Raves than Rants
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Business Listings Features
• Reaches in-market browsers who are actively researching their trips and looking for places to stay
• Capped annual fee - unlimited clicks and calls, no commissions to pay ever!
• Risk free investment - if your placement is not working for you, cancel and get a pro-rated refund
• Track Performance - ability to provide website tracking codes to monitor performance
• Incremental Customers: Unlike Brand Term searchers, these users are adding value as guests and not cannibalizing bookings
TripAdvisor Business Listings offers a Unique Advertising Opportunity Business Listing
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Flexible Display Options
• URL – Displays as “Hotel Website” • Phone Number Displays as “123-456-7890” • Email Address – Displays as “Email Hotel” • Hotel Deals URL – Displays as “Hotel Deals” • Hotel Packages URL – Displays as “Hotel Packages” • Virtual Tour URL – Displays as “Virtual Tour”
Display any combination of contact information, including duplicates, with a maximum of three contact points displayed
Website
Special offer
Phone number
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Special Offers • Create Special Rate Plans (SRPs)
• Promote your property on the overview page of all hotels in your area, as well as, your personal TripAdvisor listing page
Sample Offer for the Lenox Hotel Sample Business Listing
• Entice more travelers to contact you and book directly
• Advertise and personally manage special offers for your property under your direct contact details
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Special Offers Continued Special Offers placement highlights any property that has an offer active
The more compelling the offer, the higher the CTR
How you can benefit
• Free! As long as you are a Business Listings subscriber
• Easy! Create the offer in just a minute and edit or remove your offer at anytime
• New reason for your guests to book! Make your hotel stand out from the crowd
• Plus, more exposure on high-traffic TripAdvisor pages. Your offer will be displayed on the first page of local search results regardless of TripAdvisor Popularity Index ranking. Your special offer will bring traffic directly to your listing
• Your offer will be visible to TripAdvisor travelers whether or not you offer online booking
• Your offer will be seen by travelers around the world!
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Special Offers Continued
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Connect with a Mobile Audience
• Connect with more than 5 million + unique monthly users (more than any mobile website in the travel industry)
• Connect users to your direct reservation line with a touch of the screen.
• Available in 26 countries and 18 different languages.
• Compatible with all major mobile phones and smart phones.
• A major Hotel company shared information that telephone bookings accounted for 75% of Business Listings transactions.
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Mobile Audience continued
Case Study-Telephone Tracking June 2010
• 25-Full & Select service properties
• Attached a TripAdvisor Business listing “track-able” phone number
• Measured call volume over 15 day period (224 calls)
• Applied client provided 40% conversion ratio to all calls over 2 minutes in length
• Multiplied by $210 average transaction amount (client supplied)
• Annualized and used as base figure for ROI/ROAS comparison
• 3.81 ROI on telephone tracking only
• 4 airport properties 12-1 average on telephone tracking only
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Customer Feedback
“All of our hotels had their investment returned in a few days, and within a few weeks, we made it back several times over. If only everything worked this well! “ - Adele Gutman, VP Sales & Marketing – HK Hotels, NY
“We purchased our Business Listing as soon as it was available on TripAdvisor, and in just a few weeks it has generated more referrals and reservations than any other source. … ….It was a no-brainer to provide an easier way to connect with us, by web, email and phone.” - Carole Shipley, Co-Owner – Island Bay Resort, Florida Keys
“Advertising … with Trip Advisor Business Listings exceeded our initial expectations. …it was
a smart business decision for OLD RANCH INN to partner with Trip Advisor in this marketing effort.” - Dr. Larry L. Pilcher, Owner -Old Ranch Inn, Palm Springs, CA
“ In 22 Days, Hotel Praktik Rambla’s website received nearly 500 visits from TripAdvisor
travelers, resulting in more than 6200 Euros in revenue.” -Albert Barra, Hotel Juice Marketing Group, Barcelona, Spain
Testimonials from some of the 20,000 + properties using Business Listings
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Value Proposition
Feature Benefit
• Fixed Cost • Pay for an annual listing, gain traffic through the year – limited cost and unlimited bookings
• Incremental Bookings • Brand loyal customer using paid search may be a
channel agnostic customer. • Brand site is platform for future channel loyalty.
• Channel acquisition cost • Bookings at a lower cost of acquisition relative to alternative channels
• Cancel at any time • This is a risk free investment. If your placement is not working for you, cancel and get a pro-rated refund.
• Quality of traffic relative to search engines
• TripAdvisor attracts viable demographics of in-market travelers interested in your content
• Special Offers • Create compelling value additions and attractive deals,
market distressed inventory and enhance exposure on TripAdvisor
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A Case Study
" Business Listing of a hotel in Spain went live on January the 12th; Generated 492 visits in 22 days
" 492 Visits; 4.88% Conversion; 6,527 Euros – A winner placement!!
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Contact Information
QUESTIONS? " For Business Listings Sign Up:
" Online at http://www.tripadvisor.com/BusinessListings " Call 1-866-322-5942 (within USA) or +1-617-431-5424 (outside USA). Agents
are available Monday through Friday, 9:30am to 5:00pm, US Eastern Time.
" For Corporate Enquiries:
" V.J. Kelley – Business Development Manager [email protected]
" Romina Rozensztajn – Business Development Manager [email protected] " Parag Vohra, Commercial Director Business Listings [email protected]
