UNWTO Silk Road Travel Trends on TripAdvisor. Sarah Mathews Head of Destination Marketing, APAC Xian, June 18 th, 2015

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1 UNWTO Silk Rad Travel Trends n TripAdvisr Sarah Mathews Head f Destinatin Marketing, APAC Xian, June 18 th, 2015

2 TripAdvisr 2015 The Chinese utbund market Key trends and statistics n the UNWTO Silk Rad member cuntries n TripAdvisr Quick list n hw t get invlved

3 TRIPADVISOR 2015

4 TripAdvisr in numbers millin unique mnthly visitrs* millin reviews & pinins* pieces f cntent psted/minute millin businesses pints f sales millin traveller phts **Surce: Ggle Analytics, average mnthly unique users, Q1 2015

5 THE CHINESE OUTBOUND MARKET

6 The Wrld s Largest Travel site TripAdvisr is the Wrld s largest travel site with 101.6m Unique Users in March 2015 NORTH AMERICA Desktp* 31.4m NORTH AMERICA With Mbile 59.3m EUROPE 42.9m EUROPE With Mbile 47.8m LATAM 9m MIDDLE EAST & AFRICA 3.7m APAC 16.3m Surce: cmscre March 2015

7 Imprtance f grwth in Asia & China Asia will becme a majr surce f turists with 1 billin Asian travellers by 2030 China will accunt fr >60% f the pprtunity Surce: Winning the next Billin Asian Travelers Starting with China, The Bstn Cnsulting Grup, December Surce: cmscre Octber 2014

8 Dream destinatins fr Chinese travellers UK France US Spain Italy Krea Japan Hngkng Thailand Taiwan Singapre Maldives Malaysia Australia Next trip Surce: Winning the next Billin Asian Travelers Starting with China, The Bstn Cnsulting Grup, December New Zealand

9 Between 2010 and 2020, the number f Chinese travellers t the EU will grw by 5x Surce: Winning the next Billin Asian Travelers Starting with China, The Bstn Cnsulting Grup, December 2013.

10 China utbund travel spend will reach 250Bn in 6 years China Travel Market mney spent n travel (in US$ Billin) 1750 ttal Outbund travel Dmestic travel ttal ttal Surce: Winning the next Billin Asian Travelers Starting with China, The Bstn Cnsulting Grup, December 2013.

11 Tp 4 cities accunt fr <30% f utbund travellers The 4 mega cities China unique visitrs t TripAdvisr fr utbund travel Beijing, Shenzhen, Shanghai, Guangzhu accunt fr nly 27% f traffic The ther cities (Rughly 300) accunt fr the remaining 73% and shw grwth f 2 3x that f the mega cities Surce: Winning the next Billin Asian Travelers Starting with China, The Bstn Cnsulting Grup, December 2013.

12 SILK ROAD TRAVELLER TRENDS

13 Seasnality f research n TripAdvisr Mediterranean high traffic cuntries dminate the seasnality curve TripAdvisr internal data June 2015

14 Tp 15 glbal travellers researching Silk Rad Tp 15 glbal markets researching Silk Rad cuntries based n IP TripAdvisr internal data June 2015

15 Tp 10 researched Silk Rad member cuntries Which Silk Rad cuntries get the mst views n TripAdvisr by glbal travellers TripAdvisr internal data June 2015

16 Cngratulatins t all 2015 winners acrss Silk Rad Traveller s Chice 2015 Silk Rad winners: 1,701 Traveller s Chice Htel winners 59 Traveller s Chice Beach winners 33 Traveller s Chice Island winners 100 Traveller s Chice Destinatin winners Certificate f Excellence 2015 Silk Rad winners: 26,483 Accmmdatin winners 13,374 Attractin winners 45,723 Eatery winners TripAdvisr internal data n TC and CE winners 2015

17 Increase n reviews n TripAdvisr fr Silk Rad Overall review increase f reviews fr Silk Rad cuntries is +48%! Year-n-year grwth based n number f new reviews fr Silk Rad: TripAdvisr internal data number f new reviews

18 Highest rated Silk Rad cuntries Based n highest average bubble rating (nt ttal number f reviews) With % grwth in review cunt rm Jan 2013 t May 2015 TripAdvisr internal data 2013 May 2015, Silk Rad cuntries with ver 1,000 reviews were included

19 Hw can yur cuntry/business get mre invlved Quick take-aways The amunt f cntent yur destinatin has n TripAdvisr will influence hw much time travellers spend researching yur cuntry - mre cntent will ultimately mean that travellers are mre likely t chse visit yur cuntry Turism businesses*, such as accmmdatins, restaurants and attractins can list themselves fr free n TripAdvisr Once listed they can uplad images & vides, add a descriptin and respnd t reviews Destinatins can claim wnership f their cuntry, regin city and uplad images and vides fr free Frums give great insight t what travellers need t knw abut yur destinatin, tp 10 questins give yu a quick verview *(except self catering rentals and multi-day turs)

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