TripAdvisor/ Visit Canberra PartnershipIndustry Briefing

Jessica Quinlan– Sales Manager, Destination Marketing – South Pacific

TripAdvisor: The Leader in Traveller Knowledge

YEAR 2000 WHERE IT ALL BEGAN

TripAdvisor website in 2000

YEAR 2018

TripAdvisor – World’s Largest Travel Site

455Maverage unique

monthly visitors **

49Markets

Worldwide

570MReviews and

Opinions

7.3MAccommodations,

Restaurants and Attractions

*Source: TripAdvisor log files, average monthly unique visitors, Q3 2017

**Source: comScore Media Metrix for TripAdvisor Sites, worldwide, July 2017 6

About TripAdvisorTripAdvisor is the world’s largest travel site*

270+New contributions per minute

147,000Destinations

137MMarketable Members

780,000Vacation Rentals

*Source: TripAdvisor log files, average monthly unique visitors, Q3 2017

**Source: comScore Media Metrix for TripAdvisor Sites, worldwide, July 2017 7

TripAdvisor Media GroupTripAdvisor, Inc. operates websites under 20 other travel media brands

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TripAdvisor is providing travellers with an end-to-end travel solution.

218,000+ Restaurants now bookable on TripAdvisor

64,000+ Attractions now bookable on TripAdvisor

450,000+ Hotelsnow bookable on TripAdvisor

TAKE CONTROL

Create Your TripAdvisor Listing

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Advantages of a having a

TripAdvisor Listing:

• Global Marketing

Platform

• Exposure to travelers

in 49 markets globally

(and across over 20

languages)

• Ability to distribute and

sell products online

Claim Your TripAdvisor Listing

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Advantages claiming your TripAdvisor Listing:• Add Photos• Add Videos• Add Address• Add Phone Number• Add Website• Add Description of

Product• Sign up for Notification

Emails• Respond to Reviews• Eligible for Certificate

of Excellence Awards• Enable online booking

capability

TripAdvisor Listing Example

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• Management provided a range

of images

• A great ‘Description’ section

• Management respond to

reviews (1-2 reviews a week)

• Certificate of Excellence

Award

The TripAdvisor Management Centre

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Claiming your listing gives you access to the Management Centre where you can:

• Review Express

• Widgets

• Reminder cards

• Downloadable assets

• Stickers

• TripAdvisor app for Facebook

Encourage Guests to Write Reviews with Review Collection Tools

Management Responses Influence Decisions

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85%Of TripAdvisor users are

more likely to book a

hotel which responds to

travellers reviews versus

a comparable hotel

which doesn’t

65%Of TripAdvisor users

agree that a thoughtful

Management Response

to a bad review improves

their impression of a

business

Best Practices for Management Responses

1. Sign up for review notification emails

2. Respond promptly

3. Say ‘thank you’ for the feedback

4. Be original in your reply

5. Highlight the positive

6. Address any specific comments

7. Be polite and professional17

ALL ABOUT REVIEWS

Consumers Trust TripAdvisorPlatform Duration Pages/Visit

TripAdvisor 5:10 4.62

Facebook 1:57 1.41

Twitter 1:19 2.21

Pinterest 1:12 1.15

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of global travellers say reviews

are influential when choosing

where to book89%

What impacts global travellers’ decision for where to travel:

65% online travel

reviews

48% Personal

recommendations

Source: Phocuswright/TripBarometer/CIM & YouGov

TripAdvisor82%

Amazon79%

Mumsnet74%

LinkedIn69%

Personal

Blog67%

Pinterest61%

Google+56%

Twitter55%

Brand/Business Blog54%

Instagram49%

Facebook46%

2

0

Source: “Publication Name,” Date, URL

• Consumers do not rely on one review in isolation

• Consumers tend to ignore extreme comments

• Consumers pay attention to a business’ reply

How TravellersRead Reviews

Source: 2015 Phocuswright study, commissioned by TripAdvisor

Three things you can do after a bad review

• Review what’s happenedWhat was the core problem that your guest experienced? Is this the first

time you’ve seen this feedback, or is a trend developing?

• Incorporate the feedbackOnce you have some background, strategize with your staff on specific

improvements that need to be made. Come up with an action plan for

what your property will do and which team member will take the lead.

• Complete a Management ResponseWrite Management Responses to bad reviews as soon as possible. Your

response explains the review to other potential guests on your property

page.

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TripAdvisor Popularity RankingYour TripAdvisor popularity ranking is based on traveller reviews and reflects your standing against other businesses within your geographical location.

1. Quality of Reviews

2. Quantity of Reviews

3. Age of Reviews

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Journey of a TripAdvisor Review

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CLOSING REMARKS

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TripAdvisor Insightswww.tripadvisor.com.au/TripAdvisorInsights

TripAdvisor Insights allows you access to

Manage Your Listing, Build Your Business,

Reviews, Performance and Research and

Trends.

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Help Centre

www.tripadvisorsupport.com

TripAdvisor Help Centre provides

General or Owner Support, along

with links to information on our

Guidelines, Site Features,

Community and Technical Support.

• Jessica Quinlan, Sales Manager, South Pacific

⁃ jquinlan@tripadvisor.com

• TripAdvisor Customer Service – Singapore

⁃ 1800-208-779

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Contact Details

Canberra Workshop

February 2018

COMPANY CONFIDENTIAL 31

Viator Stats

70,000+

over

2,600destinations

17over

mil l ion s i te

v i s i t s pe r

mon th

4+milliona p p d o w n l o a d s

rev iews &

pho tos

2+ million

tlanguage

s i tes11

14 currencies

Offices in USA,

Europe and

Australia

t o u r s a n d a c t i v i t i e s

3,500+

distribution

partnersa c q u i r e d b y

in 2014

Specialising

in tours &

activities

since 1995

COMPANY CONFIDENTIAL 32

Worldwide reach helps you grow your business

Biggeraudience

Morechannels

Newcustomers

Consistent booking patterns through low and high periods

Viator supports businesses big and small

Domestic and International distribution

COMPANY CONFIDENTIAL 33

Canberra Products Booked……..

COMPANY CONFIDENTIAL 34

Viator Distribution and Cross Sell Channels

COMPANY CONFIDENTIAL 35

Viator Distribution and Cross Sell Channels

COMPANY CONFIDENTIAL 36

Viator partner & affiliate network

Travel Sites

Hotels

Travel Agents

Loyalty/

Redemption

Technology

Partners

Airlines

COMPANY CONFIDENTIAL 37

Viator Distribution and Cross Sell Channels

COMPANY CONFIDENTIAL 38

Viator Distribution and Cross Sell Channels

COMPANY CONFIDENTIAL 39

Viator Distribution and Cross Sell Channels

COMPANY CONFIDENTIAL 40

Work To Do….

COMPANY CONFIDENTIAL 41

Ways we make it easy

Accesso

Activitar

ActivityRez

ActivityLink

Adventure Office

American Trans Data

Attraction Suite

Bookeo

Booking Boss

Bookingkit GmbH

Bokun

Centaman

Datatrax

EzTix

Fare Harbor

Gateway / eGalaxy

Get In Sell Out

JBS / CustomLinc

Peek

Ponorez

Respax

Rezdy

Rezgo

TicketingHub

TourCMS

Trekksoft

WMS (TourBiz)

XOLA

Zaui

More coming soon!

COMPANY CONFIDENTIAL 42

OTA’s Target travelers throughout the purchase cycle

ResearchWeb searches,

guidebooks, recommendations

PlanDestinations, attractions, things to do

BookTours,

activities, tickets

TravelIn-destination

experience

ReviewPost

reviews/photos, Facebook, word

of mouth

• Travel content

• SEM

• Social media

• Merchandizing

• Recommendations

• Promotions

• Upsells/cross-sells

• Review reminders

• Recommendations

• Re-marketing

• Geotagging

• Push notifications

• Cross-sells

• Powered by Viator

booking platform

COMPANY CONFIDENTIAL 43

How it’s done…

COMPANY CONFIDENTIAL 44

Tips to Increase Booking Opportunities

Content:

- Concise, descriptive titles. Include key words and phrases

- Clear product descriptions. Well formatted text that is easy to read

- Customer Experience. Leave no questions unanswered

Images:

- Good quality, high resolution images

- Relevant to the product

- Put the customer in the situation

Availability:

- As far in advance as possible

- Up to the last minute to capture in destination bookings

- Instant Confirmation

COMPANY CONFIDENTIAL 45

Easy online management with 24/7 support

Manage your business in our easy

online portal

We handle your bookings and

payments for minimal operational

effort

Dedicated account manager helps

market your products

Supplier Support team on-hand for

account assistance

24/7 customer service in 6+ languages

COMPANY CONFIDENTIAL 46

The team