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