The Worldwide Tourism Economy & Eastern Europe Sizing Growth & Impact Charlie Ballard, Global Director TripAdvisor Strategic Insights
The Role of TripAdvisor Strategic Insights Implement and Manage Advanced Campaign Measurement e.g., A/B Testing, Display s Effect on Meta Sponsor External Traveller Research e.g., TripBarometer 2016; comscore Path to Purchase 2016 TripAdvisor Strategic Insights Mine & Analyse Internal TripAdvisor User Data e.g., Avg. duration of stay for US viewers 2
2017 tourism spending reached $US 5.29 trillion Domestic revenues are an important source of revenue which must not be overlooked Global Tourism Spending o At $3.89 trillion per year, domestic tourism spend accounts for around three-quarters of global tourism spends o International tourism spending grew to $1.4 trillion in 2017 and is likely to continue to rise as the number of households able to afford international travel grows Domestic and international travel spend volumes US$ bn 6.000 5.000 4.000 $5.29 trillion in 2017 Domestic travel spend Inbound travel spend Estimated 2017 spending US$ bn 3.000 Total international travel 1,398 Business international travel 225 Leisure international travel 973 Transportation 201 Total domestic travel 3,891 Business domestic travel Leisure domestic travel 950 2941 2.000 1.000 0 2000 2002 2004 2006 2008 2010 2012 2014 2016 3
Total spending by global destination is distributed broadly in line with wealth Global Tourism Spend Total tourism spend over time by global region o While the North America and Western Europe tourism economies have each grown by +15% and +9% in the past ten years, respectively, the Asian market has grown by +130% in the past 10 years o In contrast, Western European destinations have barely grown over the decade. US$ trillions 6 5 Africa Latin America / Caribbean Emerging Europe APAC Middle East North America Western Europe Destination region 2017 spend (US$) Growth 2007-2017 Global 5.29 41.9% APAC 1.89 130.3% Middle East 0.15 93.8% Latin America/Caribbean 0.28 42.1% Africa 0.12 26.4% North America 1.20 24.9% Other Europe 0.23 16.0% Western Europe 1.42 2.9% 4 3 2 1 0 2007 2010 2013 2016 4
Total spending by global destination region broadly follows changes in wealth and spending as well as developments in connectivity Total Tourism Spend Growth Percentage change in tourism spend, 2007-2017 Total tourism spend has been increasing most rapidly in the Asia Pacific region, partly as a result of a newly expanding middle class in the region. %, 2007-2017 140% 120% 130,3% Spending growth has also been strong in the Middle East, helped, on average, by oil-related spending, but also due to growing connectivity. Growth in this region has been less strong in recent years. Spending in Europe has been stagnant with significant growth occurring only in Emerging Europe. Spend in Western European destinations has barely grown over the decade. 100% 80% 60% 40% 20% 0% APAC 93,8% Middle East 42,1% 41,9% Latin America / Caribbean 26,4% 24,9% WORLD Africa North America 16,0% Emerging Europe 2,9% Western Europe 5
Leisure travel as a share of consumption has increased from 7.6% in 2007 to 11.9% in 2017 in Asia-Pacific Tourism share of spending Spending by travellers from Western European markets is high relative to total consumer expenditure and has increased moderately over the past ten years. In 2007 the second highest share was from the Middle East but this region has been hit by falling oil prices. Leisure travel as a share of consumption in Asia- Pacific has increased significantly from 7.6% to 11.9%. This is due to improvement in emerging Asian markets and still implies scope for future growth as earnings and consumer spending per capita remain lower than in developed markets. Leisure tourism share of consumer spending %, 2007-2017 14% 12% 10% 8% 6% 4% 2% 0% 11,1% 10,5% Western Europe 10,0% 8,3% Middle East 7,6% 11,9% APAC 6,6% 7,8% Latin America 6,9% 6,0% 5,8% 5,4% Emerging Europe North America 2007 2017 4,9% 5,1% Africa 6
Ranking of top 20 markets by total spending 20 Largest Tourism Markets Top 20 markets included in the rest of the report are the largest spending markets in 2017 ranked to the right of the chart The largest tourism markets have changed over time, with some large changes in the ranking of the top markets. Emerging markets have increased in the rankings of top markets. For example China has risen from being the 6th largest tourism market in 2007 to be the 2nd largest today. Meanwhile, India has risen from 10th to 5th. The large developed European markets which featured in the rankings in 2007 have all fallen due to weaker growth than in the new emerging markets. Country rankings on Total Spend, 2007 to 2017 7
The share of whole economy GDP supported by tourism (so-called Gross Tourism Product ) varies across countries and regions Tourism Economic Impact: Gross Tourism Product (GTP) Tourism regional shares (%) of GDP 14 Tourism supports a large proportion of GDP and employment in destinations worldwide. Estimates in the chart include activity directly supported within tourist facing industry as well as the indirect impacts through the supply chain and the induced effects of spending by direct employees. Western Europe has the highest share of GDP supported by travel & tourism (10.5%). 12 10 8 6 4 10.5 9.9 9.1 8.9 Indirect 8.1 8.1 Direct 7.4 Direct GDP contribution is often described as Gross Tourism Product (GTP). 2 0 Western Europe APAC Lat Am / Caribbean Middle East North America Africa Emerging Europe 8
The share of employment supported by tourism also varies by country and region, influenced by relative productivity rates Tourism Economic Impact Nearly 1 in 10 employees worldwide (9.7%) is supported by tourism activity. This includes employment which is directly supported by the tourism industry as well as indirect and induced employment effects. The proportions of GDP supported by tourism are different from the proportions of employment supported, thanks to differences in productivity between the global regions. The highest supported share is in Western Europe (12.8%), followed by North America (10.6%). The lowest shares of employment supported by tourism are in Emerging Europe (6.2%) and Africa (6.5%). Tourism regional shares (%) of employment 14 12 10 8 6 4 2 0 12,8 Western Europe 10,6 North America 9,1 8,1 APAC Lat Am / Caribbean 7,4 Middle East Indirect 6,5 6,2 Africa Direct Emerging Europe 9
The share of travel influenced by TripAdvisor has grown over time TripAdvisor s Global Influence The influence of TripAdvisor has risen over time. 10.3% of global spend was estimated to be influenced by TripAdvisor page views, reviews and scores in 2017. The value of this influence is equivalent to around $546 billion of global tourism spend. This is a large increase from the 7.0% of tourism spending which was influenced in some way by TripAdvisor in 2007, equivalent to nearly $280 billion in constant real price terms. Large growth in influence is evident for both domestic and international travel. However, the influence on international travel has been consistently higher. Total tourism spend influence: Global Percentage of all spend TripAdvisor influenced spend $ bn 12% 500 10% 9,5% 9,8% 10,1% 10,3% 10,3% 9,1% 400 8% 8,6% 8,2% 7,9% 7,5% 7,0% 300 6% 4% 200 2% 100 0% - 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 10
Emerging Europe regional summary Emerging European destinations remain relatively small on average, accounting for only around 4% of spending in aggregate. Recession in Russia has affected recent performance but now shows signs of recovery. Largest total revenue destinations: Turkey ($57 bn), Russia ($55 bn), Poland ($18 bn) Largest international revenue destinations: Turkey ($31 bn), Russia ($8 bn), Poland ($13 bn), Croatia ($11 bn) US$ bn 140 120 100 80 60 40 20 International tourism revenue & regional share Emerging Europe - International Emerging Europe - Global share (%) 0 2007 2009 2011 2013 2015 2017 12% 10% 8% 6% 4% 2% 0% TripAdvisor influence and additional in Emerging Europe, 2017 Total travel market TripAdvisor Influence TripAdvisor Additional Trips (millions) Nights (millions) Spend (US$ billions) Total 315.0 835.4 228.4 Inbound 207.2 381.1 122.5 Domestic 107.8 454.4 106.0 Total 37.1 114.4 29.2 Inbound 26.6 62.4 18.3 Domestic 10.4 52.0 10.9 Total 2.5 27.8 5.0 Inbound 1.8 16.9 3.6 Domestic 0.7 11.0 1.3 US$ bn 300 Tourism revenue & regional share Emerging Europe - Total Revenue Emerging Europe - Global share (%) 250 200 150 100 50 0 2007 2009 2011 2013 2015 2017 7% 6% 5% 4% 3% 2% 1% 0% 11
TripAdvisor & Eastern Europe 12
The New TripAdvisor 13
About TripAdvisor TripAdvisor is the world s largest travel site* 455M average unique monthly visitors ** 49 Markets Worldwide 661M Reviews and Opinions 7.7M Accommodations, Restaurants and Attractions *Source: comscore Media Metrix for TripAdvisor Sites, worldwide, December 2016 ** Source: TripAdvisor log files, Q1 2017 14
TripAdvisor: Worldwide TAMG remains the largest travel player worldwide TripAdvisor Inc TripAdvisor Sites Booking.com Expedia Airbnb Trivago Skyscanner Hotels.com Kayak Marriott Southwest Despegar-Decolar Sites Indianrail Agoda American Airlines Hilton Priceline Ryanair Delta Trainline Latam TUI Irctc United Airlines Tutu 52.909 49.933 40.715 31.150 28.472 24.682 21.013 20.487 19.534 17.520 15.081 14.923 14.833 13.650 12.951 12.681 12.258 11.913 11.851 11.351 11.328 11.323 132.317 Desktop 270.338 302.625 Mobile 15
TripAdvisor: Worldwide, Last 24 Months TAMG remains the largest travel player worldwide 450.000 TripAdvisor Inc TripAdvisor Sites Booking.com Expedia Airbnb Trivago Skyscanner Hotels.com Southwest Kayak 400.000 350.000 300.000 250.000 200.000 150.000 100.000 50.000 16
TripAdvisor s Share of Travel Bookers TripAdvisor reaches 23% of global travel visitors 75% of global hotel purchasers visit TripAdvisor 296 MILLION USERS 15% Global travel intenders end up purchasing with hotel site 17
First Search Analysis Shows Brand Opportunity First Search Analysis 2016 83% 3% 13% 1% 2015 68% 7% 22% 3% 2014 71% 0% 28% 1% Generic Generic Destination* Branded No pre-purchase Search 18
Eastern Europe 19
Eastern Europe Inbound Traffic Global international traffic to Eastern Europe increases +10% YoY, while Q4 2018 shows a drop vs Q4 2017 # International Unique Sessions to Eastern Europe 2016 2017 2018 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: TripAdvisor internal data 20
Eastern Europe Most Viewed Countries Top Eastern Europe Countries Viewed in TripAdvisor % Shared Unique Sessions YoY % Growth Croatia Poland Czech Republic Hungary Russia Bulgaria Romania Slovenia Ukraine Montenegro Albania Slovakia Serbia Bosnia and Herzegovina Republic of Macedonia Belarus Moldova 6,2% 4,8% 4,3% 3,4% 2,3% 1,9% 1,8% 1,4% 1,3% 0,6% 0,6% 0,3% 14,1% 13,7% 10,5% 10,5% 22,3% Croatia Poland Czech Republic Hungary Russia Bulgaria Romania Slovenia Ukraine Montenegro Albania Slovakia Serbia Bosnia and Herzegovina Republic of Macedonia Belarus Moldova 6,1% 13,0% 7,3% 8,5% 17,3% 4,5% 6,6% 12,3% 21,5% 13,4% 21,1% 9,8% 10,6% 11,1% 11,2% 16,0% 14,9% Source: TripAdvisor internal data 21
Eastern Europe Most Viewed Cities Top 20 Eastern Europe Cities Viewed in TripAdvisor % Shared Unique Sessions YoY % Growth Prague, Czech Republic Budapest, Hungary Krakow, Poland Moscow, Russia Dubrovnik, Croatia Warsaw, Poland St. Petersburg, Russia Split, Croatia Bucharest, Romania Sunny Beach, Bulgaria Kiev, Ukraine Gdansk, Poland Sofia, Bulgaria Zagreb, Croatia Ljubljana, Slovenia Bratislava, Slovakia Belgrade, Serbia Rovinj, Croatia Pula, Croatia Zadar, Croatia 4,6% 3,5% 3,4% 2,5% 2,5% 2,3% 1,7% 1,7% 1,5% 1,4% 1,3% 1,1% 1,1% 1,1% 0,9% 0,8% 0,7% 0,7% 9,6% 11,8% Prague, Czech Republic Budapest, Hungary Krakow, Poland Moscow, Russia Dubrovnik, Croatia Warsaw, Poland St. Petersburg, Russia Split, Croatia Bucharest, Romania Sunny Beach, Bulgaria Kiev, Ukraine Gdansk, Poland Sofia, Bulgaria Zagreb, Croatia Ljubljana, Slovenia Bratislava, Slovakia Belgrade, Serbia Rovinj, Croatia Pula, Croatia Zadar, Croatia -3,9% 6,8% 7,8% 15,4% 17,8% 0,5% 7,9% 11,0% 19,8% 7,6% 28,9% 26,9% 6,5% 10,1% 13,7% 10,6% 7,3% 2,4% 12,1% 6,0% Source: TripAdvisor internal data 22
Jan 2016 Feb 2016 Mar 2016 Apr 2016 May 2016 Jun 2016 Jul 2016 Aug 2016 Sep 2016 Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017 Apr 2017 May 2017 Jun 2017 Jul 2017 Aug 2017 Sep 2017 Oct 2017 Nov 2017 Dec 2017 Jan 2018 Feb 2018 Mar 2018 Apr 2018 May 2018 Jun 2018 Jul 2018 Aug 2018 Sep 2018 Oct 2018 Nov 2018 Dec 2018 Athens International unique sessions to Athens increase 17% YoY. US is the main market for Athens, with a 19% of the total international sessions # International Unique Sessions to Athens UK 9.4% YoY Change US 18.9% IT 6.1% US UK Italy France -3,4% -2,3% 1,8% 0,4% Germany 2,6% Source: TripAdvisor internal data 23
Jan 2016 Feb 2016 Mar 2016 Apr 2016 May 2016 Jun 2016 Jul 2016 Aug 2016 Sep 2016 Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017 Apr 2017 May 2017 Jun 2017 Jul 2017 Aug 2017 Sep 2017 Oct 2017 Nov 2017 Dec 2017 Jan 2018 Feb 2018 Mar 2018 Apr 2018 May 2018 Jun 2018 Jul 2018 Aug 2018 Sep 2018 Oct 2018 Nov 2018 Dec 2018 Belgrade International unique sessions to Belgrade increase 6% YoY. US is the main market for Belgrade, with a 9% of the total international sessions # International Unique Sessions to Belgrade UK 6.0% YoY Change US 8.8% TK 7.0% US Turkey UK Israel Germany -30,4% -3,8% -4,8% 8,1% 6,0% Source: TripAdvisor internal data 24
Jan 2016 Feb 2016 Mar 2016 Apr 2016 May 2016 Jun 2016 Jul 2016 Aug 2016 Sep 2016 Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017 Apr 2017 May 2017 Jun 2017 Jul 2017 Aug 2017 Sep 2017 Oct 2017 Nov 2017 Dec 2017 Jan 2018 Feb 2018 Mar 2018 Apr 2018 May 2018 Jun 2018 Jul 2018 Aug 2018 Sep 2018 Oct 2018 Nov 2018 Dec 2018 Ljubljana International unique sessions to Ljubljana increase 14% YoY. Italy is the main market for Ljubljana, with a 18% of the total international sessions # International Unique Sessions to Ljubljana UK 12.6% YoY Change Italy -0,3% US 8.2% IT 18.2% UK US Germany -3,5% 2,5% 2,2% Croatia 5,3% Source: TripAdvisor internal data 25
Jan 2016 Feb 2016 Mar 2016 Apr 2016 May 2016 Jun 2016 Jul 2016 Aug 2016 Sep 2016 Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017 Apr 2017 May 2017 Jun 2017 Jul 2017 Aug 2017 Sep 2017 Oct 2017 Nov 2017 Dec 2017 Jan 2018 Feb 2018 Mar 2018 Apr 2018 May 2018 Jun 2018 Jul 2018 Aug 2018 Sep 2018 Oct 2018 Nov 2018 Dec 2018 Podgorica International unique sessions to Podgorica show no significant change in 2018. Russia is the main market for Podgorica, with a 9% of the total international sessions # International Unique Sessions to Podgorica RU 8.9% UK 7.9% YoY Change Russia -50,3% US 6.9% UK US Germany -6,1% 5,1% 17,4% France 26,1% Source: TripAdvisor internal data 26
Jan 2016 Feb 2016 Mar 2016 Apr 2016 May 2016 Jun 2016 Jul 2016 Aug 2016 Sep 2016 Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017 Apr 2017 May 2017 Jun 2017 Jul 2017 Aug 2017 Sep 2017 Oct 2017 Nov 2017 Dec 2017 Jan 2018 Feb 2018 Mar 2018 Apr 2018 May 2018 Jun 2018 Jul 2018 Aug 2018 Sep 2018 Oct 2018 Nov 2018 Dec 2018 Zagreb International unique sessions to Zagreb increase 11% YoY. US is the main market for Zagreb, with a 12% of the total international sessions # International Unique Sessions to Ljubljana UK 11.6% YoY Change US 11.9% IT 7.1% US UK Italy Germany -16,4% -7,7% 1,5% 5,2% France -4,8% Source: TripAdvisor internal data 27
1.8.2015 1.9.2015 1.10.2015 1.11.2015 1.12.2015 1.1.2016 1.2.2016 1.3.2016 1.4.2016 1.5.2016 1.6.2016 1.7.2016 1.8.2016 1.9.2016 1.10.2016 1.11.2016 1.12.2016 1.1.2017 1.2.2017 1.3.2017 1.4.2017 1.5.2017 1.6.2017 1.7.2017 1.8.2017 1.9.2017 1.10.2017 1.11.2017 1.12.2017 1.1.2018 1.2.2018 1.3.2018 1.4.2018 1.5.2018 1.6.2018 1.7.2018 1.8.2018 1.9.2018 1.10.2018 1.11.2018 1.12.2018 1.1.2019 Russia Outbound Traffic Traffic outbound from Russia was up in 2017 but has started to decline since Mobile Web Mobile App Tablet Web Tablet App Desktop Source: TripAdvisor internal data 28
Russian Most Viewed Destinations Russian IPs were most interested in Turkey and Thailand in 2018, but Crimea was most up overall % Shared Unique Sessions YoY % Growth Turkey Thailand Greece Crimea Italy Spain Georgia Cyprus United Arab Emirates Vietnam Tunisia France United States India China Germany Czech Republic Dominican Republic Belarus Egypt 6,3% 5,3% 5,2% 5,1% 4,8% 3,3% 3,1% 2,6% 2,5% 2,2% 2,1% 2,0% 1,6% 1,6% 1,6% 1,4% 1,2% 1,1% 1,1% 16,8% Turkey Thailand Greece Crimea Italy Spain Georgia Cyprus United Arab Emirates Vietnam Tunisia France United States India China Germany Czech Republic Dominican Republic Belarus Egypt -2,4% -24,4% -27,8% -9,5% -23,7% -29,2% -2,7% -22,4% -12,0% -7,4% -35,4% -35,6% -26,4% -9,2% -26,8% -31,5% 21,5% 8,4% 13,0% 17,4% Source: TripAdvisor internal data 29
Poland 30
1.8.2015 1.9.2015 1.10.2015 1.11.2015 1.12.2015 1.1.2016 1.2.2016 1.3.2016 1.4.2016 1.5.2016 1.6.2016 1.7.2016 1.8.2016 1.9.2016 1.10.2016 1.11.2016 1.12.2016 1.1.2017 1.2.2017 1.3.2017 1.4.2017 1.5.2017 1.6.2017 1.7.2017 1.8.2017 1.9.2017 1.10.2017 1.11.2017 1.12.2017 1.1.2018 1.2.2018 1.3.2018 1.4.2018 1.5.2018 1.6.2018 1.7.2018 1.8.2018 1.9.2018 1.10.2018 1.11.2018 1.12.2018 1.1.2019 Poland Inbound Traffic Global international traffic inbound to Poland increased +12.2% YoY from 2017 to 2018 Mobile Web Mobile App Tablet Web Tablet App Desktop Source: TripAdvisor internal data 31
Poland Most Viewed Cities Top 20 Polish Cities Viewed in TripAdvisor % Shared Unique Sessions YoY % Growth Krakow Warsaw Gdansk Wroclaw Zakopane Poznan Sopot Oswiecim Swinoujscie Katowice Szczecin Kolobrzeg Lodz Wieliczka Gdynia Lublin Torun Southern Poland Miedzyzdroje Karpacz 4,8% 3,2% 2,2% 1,9% 1,4% 1,3% 1,3% 1,3% 0,9% 0,9% 0,8% 0,7% 0,6% 0,6% 0,5% 0,5% 0,4% 9,0% 17,8% 29,3% Krakow Warsaw Gdansk Wroclaw Zakopane Poznan Sopot Oswiecim Swinoujscie Katowice Szczecin Kolobrzeg Lodz Wieliczka Gdynia Lublin Torun Southern Poland Miedzyzdroje Karpacz -13,7% -1,6% 14,8% 16,5% 25,5% 12,8% 13,6% 14,7% 6,2% 26,4% 19,3% 13,3% 7,8% 1,7% 11,3% 11,1% 3,1% 6,8% 8,0% 41,2% Source: TripAdvisor internal data 32
Poland Competitor Destinations For Each of the Top 4 Source Markets UK US IT ES United States 15,6% Italy 6,9% Spain 8,6% Slovakia 7,5% Spain 8,7% United Kingdom 6,8% Germany 7,3% Italy 6,9% Italy 8,5% Germany 6,5% France 6,1% Czech Republic 6,7% France 8,0% France 6,1% Greece 5,5% Germany 6,1% China 6,0% Spain 4,2% Czech Republic 4,7% France 5,4% Germany 4,6% Czech Republic 2,7% United States 4,7% Greece 5,2% Japan 3,9% Caribbean 2,6% United Kingdom 4,5% United States 5,0% Canada 3,7% Canada 2,6% Austria 3,4% Romania 4,5% Australia 2,9% Japan 2,4% Hungary 3,0% Spain 3,4% India 2,8% Brazil 2,3% Portugal 2,9% Bulgaria 3,1% Source: TripAdvisor internal data 33
$84 $88 $91 $88 $91 $91 $96 $96 $95 $96 $94 $101 $102 $101 $100 $100 $103 $106 $108 $104 $101 $100 $105 $106 Poland Booking Data: Average Nightly Rate Average nightly rate was a +7% higher during 2018 versus the previous year Source: TripAdvisor Internal Site Data 34 34
10.036 9.969 13.193 15.231 13.779 13.712 12.493 14.481 15.410 14.502 14.408 12.646 17.996 17.472 17.387 17.588 17.545 20.111 19.552 18.737 18.042 21.093 21.217 20.464 Poland Booking Data: Room Nights Booked More room nights are sold through TripAdvisor during spring months and early summer Source: TripAdvisor Internal Site Data 35 35
Poland s Share of Europe Hotels Revenue Poland booking revenue driven by TripAdvisor comprises around 11% of all Eastern Europe TripAdvisor booking on average since January 2017, while slightly increased to above 15% in the last November Poland's Share within EU Poland's Share within Eastern EU 14,4% 15,3% 12,0% 12,2% 11,7% 12,5% 13,0% 10,7% 10,1% 9,6% 8,7% 8,6% 8,8% 8,9% 10,3% 10,0% 10,1% 9,9% 8,6% 9,3% 7,8% 8,7% 9,6% 11,2% 0,7% 0,7% 0,7% 0,7% 0,8% 0,7% 0,7% 0,8% 0,8% 0,8% 0,8% 0,7% 0,7% 0,6% 0,7% 0,6% 0,7% 0,7% 0,7% 0,7% 0,8% 0,9% 0,7% 0,7% Source: TripAdvisor Internal Site Data 36 36
The New Competitive Landscape 37
Top Competitors: Ritz Carlton Competitors w/ Most Page Views From Users Viewing Ritz-Carlton Source: TripAdvisor Internal Site Data
Ritz-Carlton vs. Park Hyatt Source: TripAdvisor Internal Site Data
Top Competitors: Ritz Carlton Competitors w/ Most Page Views From Users Viewing Ritz-Carlton Share of Clicks Won By Competitor From Users Comparing Both Source: TripAdvisor Internal Site Data
Imagine a hotel chain with four properties
Define the top 100 competitors for each property Top 100 properties viewed by people who also viewed my property in the same visit Property Competitive Set
The sum of all property-level competitors is the brand-level competitive set Brand Competitive Set
The sum of all clicks to book across a competitive set is a property s click opportunity Property Competitive Set 150,000 Meta clicks & IB starts per mo = Total Click Opportunity
Key question for every property Does my property get more or less than 1% of the total opportunity clicks in its 100-property competitive set? If more than 1%? I m doing better than my competitors! If less than 1%? I m doing worse than my competitors! 0.5% of competitive clicks Click Share Index = 50 1% of competitive clicks Click Share Index = 100 2% of competitive clicks Click Share Index = 200
With the Click Share Index calculated by property it can then be averaged at the City, State or Country level 140 65 United States Click Share Index 94 125 California 133 45 San Francisco 140
Sofitel Paris Arc de Triomphe Competitors CompRank Property Name Brand Country 1 Renaissance Paris Arc de Triomphe Hotel Renaissance France 2 InterContinental Paris-Avenue Marceau InterContinental France 3 Radisson Blu Hotel Champs Elysees, Paris Radisson Blu France 4 The Peninsula Paris None France 5 Hotel Juliana Paris None France 6 Maison Souquet None France 7 Le Royal Monceau-Raffles Paris Raffles France 8 Hôtel Barrière Le Fouquet's Paris Lucien Barrière Hotels France 9 Four Seasons Hotel George V Paris Four Seasons France 10 Le Cinq Codet None France 11 Hôtel Plaza Athénée Dorchester Collection France 12 Hilton Paris Opera Hilton Hotels France 13 Renaissance Paris Le Parc Trocadero Hotel Renaissance France 14 Paris Marriott Champs Elysees Hotel Marriott France 15 Hotel du Louvre Hyatt France 16 Le Dokhan s, a Tribute Portfolio Hotel None France 17 Saint James Paris - Relais et Chateaux Relais & Châteaux France 18 InterContinental Paris Le Grand InterContinental France 19 Le Bristol Paris None France 20 Mandarin Oriental, Paris Mandarin Oriental France 21 Hotel Dupond-Smith None France 22 Le Meurice Dorchester Collection France 23 W Paris - Opera W Hotels France 24 Best Western Premier Opera Liège Best Western Premier France 25 Melia Royal Alma Melia France In order of most to least views from users also viewing Sofitel Paris Arc de Triomphe
Sofitel Paris Arc de Triomphe 2017 to 2019