TripAdvisor Workshop Christchurch 7 June 2016

TripAdvisor Workshop Christchurch 7 June 2016

TripAdvisor: The World s Largest Travel Site 1 M I L L I O N Reviews & Opinions 3402005 MILLION 2000 Unique visitors a month M I L L I O N 350 r e vie w s & 3 5 M I L L I O N o p i n i o n s Reviews & Opinions 2 0 M I L L I O N M O N T H LY Unique Visitors G O E S L I V E 2010 o ve r 2008 6.5 M I L L I O N b u s i n e s s e s l i s t e d o ve r O V E R 1. 5 M I L L I O N Businesses 136,000+ Listed d e s t i n a t i o n s 2012 o ve r 230 u s e r c o n t r i b u t i o n s 2 0e 11 ve r y m i n u t e 7 5 M I L L I O N Reviews & Opinions 1 0 0 M I L L I O N Reviews & Opinions 2013 5 0 M I L L I O N M O N T H LY Unique Visitors m e m b e r s 103 M I L L I O N 48 Domains in 28 languages *Source: TripAdvisor internal data

Travel Journey on TripAdvisor Week -20+ Not Yet Ready Already thinking about next trip! Awareness Not planning but open to inspiration Week -16: 5 Destinations 0 Hotels Advocate Reviews, Facebook, WoM Consideration Starting the process Week -12: 3 Destinations 6 Hotels Book Additional Activities Restaurants Attractions Tours, etc. Experience Actively on vacation Booking Flight -> Hotel Comparison Short list of hotels Week 0 Booked Week -4: 1 Destination 15 Hotels

How are you being searched? 50% 50%

NZ AUDIENCE PROFILE

AUDIENCE PROFILE (NZ) MONTHLY: MARCH 2016 GEO SEX 51% 49% MALE FEMALE AGE 35% 30% 25% 20% 15% 10% 5% 0% 10% 17% 18% 22% 32% 15-24 25-34 35-44 45-54 55+ 160 140 120 100 80 60 40 20 0 SOURCE: NIELSEN AUDIENCE REPORT JAN 2015

MARKET DATA/ INSIGHTS

Christchurch Content Getting richer content means moving the interest to other travellers o Accommodation (256) o Things to Do (674) o Restaurants (1333) o Reviews and Opinions (182,952)

Global Interest in Christchurch Content o The number of the international sessions viewing Christchurch content on TripAdvisor has grown rapidly in 2015 vs 2014 o Overall the traffic has grown by 33% YoY 2015 vs 2014 2013 2014 2015 2016 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: TripAdvisor internal session data

Top 20 Markets Viewing Christchurch in 2016 Christchurch Content: Domestic vs. International Australia United States 15.3% 30.0% 2015 United Kingdom China Singapore 5.8% 4.6% 11.7% 39.6% 60.4% Japan 4.6% Germany Malaysia 3.3% 2.6% Domestic Users International Users Canada 2.4% India 2.4% Thailand Taiwan France Indonesia The Netherlands 1.4% 1.3% 1.3% 1.0% 0.9% o o In 2016, users in Christchurch made up 60.4% of all domestic views on TripAdvisor Australia is the largest international market viewing Christchurch destination, followed by The US and United Kingdom Philippines South Korea Russia 0.7% 0.7% 0.7% o Countries such as Russia, Switzerland and Ireland had less than 1% each of views of Christchurch content Switzerland 0.6% Ireland 0.6% *In terms of total TripAdvisor sessions in 2015 Source: TripAdvisor Internal Site Data

Growth in Christchurch Destination Views by Market Australia +22.2% United States +1.8% United Kingdom +20.9% Singapore +15.2% China Japan Germany India Canada Malaysia Taiwan -24.6% +5.7% +3.3% +2.3% +22.7% +20.3% +44.8% o Out of the top 20 countries viewing Christchurch, Taiwan, South Korea and Japan showed especially strong increased views of Christchurch destinations in 2015 versus 2014 France +9.6% Thailand -6.5% Indonesia -15.9% The Netherlands +3.9% Brazil -12.5% South Korea +25.5% Russia -6.8% Spain -9.3% Italy -28.9% *In terms of total TripAdvisor sessions in 2015 versus 2014 Source: TripAdvisor Internal Site Data

Top 10 International Cities Viewing Christchurch % Top International Cities in Sessions % Year Over Year Growth in Sessions Sydney, Australia 25.2% Sydney, Australia 9% Brisbane, Australia 11.3% Brisbane, Australia 5% Melbourne, Australia 9.5% Melbourne, Australia 48% London, United Kingdom 5.8% London, United Kingdom 31% Perth, Australia 5.5% Perth, Australia -5% Tokyo, Japan 4.5% Tokyo, Japan -6% Jakarta, Indonesia 1.7% Jakarta, Indonesia -7% New York City, NY, USA 1.0% New York City, NY, USA 14% Chicago, IL, USA 1.0% Chicago, IL, USA 11% Los Angeles, CA, USA 1.0% Los Angeles, CA, USA -1% *In terms of total TripAdvisor sessions in 2015 Source: TripAdvisor Internal Site Data

Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013 Jul 2013 Aug 2013 Sep 2013 Oct 2013 Nov 2013 Dec 2013 Jan 2014 Feb 2014 Mar 2014 Apr 2014 May 2014 Jun 2014 Jul 2014 Aug 2014 Sep 2014 Oct 2014 Nov 2014 Dec 2014 Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015 Jul 2015 Aug 2015 Sep 2015 Oct 2015 Nov 2015 Dec 2015 Jan 2016 Feb 2016 Mar 2016 Apr 2016 Top Countries Viewing Christchurch on TripAdvisor All International IPs Int l Sessions Viewing Christchurch Content Australia Canada United Kingdom United States Germany Singapore China Japan Thailand Malaysia Source: TripAdvisor internal session data

Top Other Destinations Viewed - AU IP o The data below reflects the top 10 Countries and top 10 Cities viewed by AU users who also viewed Christchurch Countries Int l Cities 17% United States 6% Bali, Indonesia 8% United Kingdom 5% London, United Kingdom 7% Italy 4% New York City, NY, USA 6% Indonesia 4% Paris, France 6% France 3% Honolulu, HI, USA 5% 4% 3% 3% Thailand Japan Fiji Spain 3% 3% 3% 2% 2% Seminyak, Indonesia Bangkok, Thailand Dubai, United Arab Emirates Phuket, Thailand Rome, Italy 3% Canada o o The country viewed most by AU users who also viewed Christchurch content was The US, followed by United Kingdom and Italy Likewise, the international city that was viewed the most by AU users who also viewed Christchurch was Bali, followed by London and New York City. Source: TripAdvisor Internal Site Data

Top 20 Markets Viewing Christchurch On Mobile China 56% 5% 38% Indonesia 46% 13% 41% Russia Thailand Spain Ireland Italy United Kingdom Singapore Brazil The Netherlands 50% 6% 39% 14% 37% 11% 33% 16% 38% 9% 21% 23% 29% 15% 39% 5% 27% 17% 44% 47% 51% 52% 53% 56% 56% 56% 56% o o Of the top 20 countries, China, Indonesia and Russia have the highest share of Christchurch views from either a mobile device or a tablet A full 56% of views of Christchurch content from China come from mobile devices, while 23% of all Christchurch views on TripAdvisor from United Kingdom are on a tablet Japan 36% 7% 56% Malaysia 30% 13% 57% Australia 21% 18% 60% United States 26% 14% 60% Germany 25% 11% 64% Canada Taiwan 18% 26% 17% 7% 65% 66% Mobile Tablet Desktop India 27% 7% 67% France 22% 11% 68% * In terms of total TripAdvisor page views

NEW ZEALAND RATINGS AND REVIEWS

Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013 Jul 2013 Aug 2013 Sep 2013 Oct 2013 Nov 2013 Dec 2013 Jan 2014 Feb 2014 Mar 2014 Apr 2014 May 2014 Jun 2014 Jul 2014 Aug 2014 Sep 2014 Oct 2014 Nov 2014 Dec 2014 Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015 Jul 2015 NZ Accommodations Ratings o The below graph shows how New Zealand s Accommodation are rated between 2013-2015 o Average Score: 4.26 Accommodations 4.34 4.32 4.30 4.28 4.26 4.24 4.22 4.20 New Zealand 4.18 4.16 4.14 4.12 Source: TripAdvisor Internal Reviews Data 17

Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013 Jul 2013 Aug 2013 Sep 2013 Oct 2013 Nov 2013 Dec 2013 Jan 2014 Feb 2014 Mar 2014 Apr 2014 May 2014 Jun 2014 Jul 2014 Aug 2014 Sep 2014 Oct 2014 Nov 2014 Dec 2014 Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015 Jul 2015 NZ Attractions Ratings o The below graph shows how New Zealand s Attractions are rated between 2013-2015 o Average Score: 4.55 4.62 Attractions 4.60 4.58 4.56 4.54 4.52 New Zealand 4.50 4.48 4.46 Source: TripAdvisor Internal Reviews Data 18

Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013 Jul 2013 Aug 2013 Sep 2013 Oct 2013 Nov 2013 Dec 2013 Jan 2014 Feb 2014 Mar 2014 Apr 2014 May 2014 Jun 2014 Jul 2014 Aug 2014 Sep 2014 Oct 2014 Nov 2014 Dec 2014 Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015 Jul 2015 NZ Restaurant Ratings o The below graph shows how New Zealand s Restaurants are rated between 2013-2015 o Average Score: 4.16 4.30 Restaurants 4.20 4.10 4.00 3.90 New Zealand 3.80 3.70 Source: TripAdvisor Internal Reviews Data 19

KEY TRAVEL TRENDS FOR 2016

Trend #1 Seeking new experiences Almost 7 in 10 global travelers are planning to try something new in 2016 (69%). 1 in 5 global travelers said they would try a cruise for the first time in 2016 17% will try solo travel for the first time in 2016 15% will try adventure travel for the first time Source:TripBarometer, October 2015. A study by TripAdvisor and global research firm, Ipsos

Trend #2 One third of travelers are increasing their spend in 2016 Of those spending more, almost 1 in 2 travelers are doing so because they feel they deserve it. 49% said they will do so because because I or my family deserve it 31% said they would spend more on travel because it s important for my health and well-being Source:TripBarometer, October 2015. A study by TripAdvisor and global research firm, Ipsos

Trend #3 Culture, Special Offers and Media influence destination choices Today s travelers choose destinations for a number of reasons, including accommodation special offers. 47% 21% 20% chose a destination because of the culture and people of the specific country have chosen a destination because a hotel had a special offer or package. visited a destination because they saw it on a TV show Source:TripBarometer, October 2015. A study by TripAdvisor and global research firm, Ipsos

Trend #4 Travelers want to stay cool and connected Among the amenities that travelers look for when booking accommodation in 2016, air conditioning and WiFi stand out. 63% say air conditioning is a must-have when choosing a place to stay. 46% of global travelers will look elsewhere if free in-room WiFi is not offered Source:TripBarometer, October 2015. A study by TripAdvisor and global research firm, Ipsos

Trend #5 Smartphones are the #1 travel essential globally 75% of global travelers will not leave home without their smartphones Source: TripBarometer, October 2015

NEW INSIGHTS ON TODAY S ASIAN TRAVELERS

Travel from Asia is booming By 2030, more than 50% of growth in global travel traffic will come from the Asia-Pacific region Source: Winning the Next Billion Asian Travelers Starting with China report from The Boston Consulting Group and TripAdvisor China - December, 2013

As many as 1 billion people from the region could be traveling 15 years from now, creating what BBC calls continental shifts in terms of travel, tourism, and spending power Source: http://www.bbc.com/news/world-asia-24481410

Asian travelers plan to spend more in 2016 o One-third of Asian travelers say they plan to spend more on travel in 2016 than they did in 2015 52% because they feel that they and their families deserve it o Japanese travelers have the highest annual travel budget of the Asian countries surveyed: Japan average travel budget US $5600 China average travel budget US $3600 India average travel budget US $3100 Source:TripBarometer, October 2015. A study by TripAdvisor and global research firm, Ipsos

Motivations for choosing a destination 42% of Asian travelers chose to visit a country because of its culture and people 27% visited a destination because it was recommended by a friend or relative 25% have chosen to visit a destination because of a cheap flight 25% chose a destination after seeing it on television & 15% after seeing it in a film. Source:TripBarometer, October 2015. A study by TripAdvisor and global research firm, Ipsos

What are Asian travelers planning to try in 2016? 76% of Asian travelers are planning to try something new in 2016, well above the global average of 69%. Top three new activities for Asian travellers in 2016 Solo travel Going on a cruise Adventure travel 25% 21% 20% Source:TripBarometer, October 2015. A study by TripAdvisor and global research firm, Ipsos

Essential amenities for Asian travelers 67% of Asian travelers surveyed said air conditioning is an essential when choosing a place to stay. 60% of Chinese travelers said they would look elsewhere if in-room WiFi was not offered. 39% of Chinese travelers surveyed said they would not book an accommodation without super-fast WiFi. 36% of Asian travelers say they would look elsewhere if an accommodation does not provide a rate-inclusive breakfast or offer a kettle in the room. Source:TripBarometer, October 2015. A study by TripAdvisor and global research firm, Ipsos

92% of accommodation owners in Asia consider online reviews and posts on TripAdvisor important for guests making booking decisions Source:TripBarometer, October 2015. A study by TripAdvisor and global research firm, Ipsos

WHY REVIEWS MATTER

How do I create a TripAdvisor Listing?

How do I create a TripAdvisor Listing?

TripAdvisor Management Centre ONLY 1 OF 4 BUSINESSES ARE TAKING ADVANTAGE OF THIS IMPORTANT TOOL Source: TripAdvisor internal data

Advantages of Listing Ownership 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 Source: TripAdvisor internal session data

Do Online Reviews Impact Booking? 93% 96% of global travellers say their booking decisions are impacted by online reviews of global hotels say reviews are important for bookings The TripBarometer by TripAdvisor is based upon an online survey conducted in Dec. 2012 Jan. 2013. A total of 35,042 people participated in the online survey from 26 countries spanning 7 regions. The sample is made up of 15,595 consumers and 19,447 businesses, making it the world s largest combined accommodation and traveler survey.

TripAdvisor Reviews are largely Positive 30% 48% 5% 5% 12% Average Review Score: 4.12 Source: TripAdvisor. Percentage of all ratings, January 2013 Inspiration > Planning > Travel > Review

Economic Benefits o TripAdvisor internal research found that hotel owners who reply to commenters are 20% more likely to get bookings. o Cornell University's Center for Hospitality Research, found that reviews even Affect hotels' "RevPAR," or revenue per available room. Every positive percentage point a place rises up the tables in TripAdvisor, RevPAR at locations increases by 1.4%. as a result, hotels can raise prices by 11% to reflect their reputation on the site. UK Business Insider - http://uk.businessinsider.com/tripadvisor-affects-tourism-of-entire-countries-2015-3#ixzz3ukii0o2l

Managers Response 20% of reviews have had management responses in the last 30 days

Key factors that influence your popularity QUANTITY RECENT REVIEWS QUALITY

Management responses influence traveler decisions 80% of respondents say seeing a hotel management response to reviews makes me believe that it cares more about its guests. 85% of respondents say an appropriate management response to a bad review improves my impression of the hotel. Source: Independent PhoCusWright study Custom Survey Research Engagement, September 2015 44

What is a Management Response?

Anatomy of a good response THANKS REINFORCES POSITIVE FOLLOWS UP APOLOGIZES INVITES BACK DEMONSTRATES IMPORTANCE OF GUEST FEEDBACK Source: comscore July 2015

Best Practices for Responding to Reviews Sign up for review notification emails Respond promptly Say thank you for the feedback Be original in your reply Highlight the positive Address any specific comments Be polite and professional

Increasing the number of recent reviews using Review Express Easier than ever to ask guests to write a review on TripAdvisor o Engage with guests after they have stayed to encourage valuable feedback for your business o Use customizable templates to easily email recent guests o o Use campaign dashboard to monitor incoming reviews and optimize campaigns It s FREE! Source: comscore July 2015

Review Express Choose your preferred language Easy to edit template Send up to 1,000 email address per day

Review Performance Report 50

Getting started with on-site promotion 1. Register on the Management center www.tripadvisor.com/owners 2. Upload high resolution property photos, showcasing the best of your property on TripAdvisor 3. Add a description of the property and any amenities to your page (and be sure to update seasonally as well) 4. Read reviews currently posted to your page and respond to a few (we recommend ~25% should have responses) 5. Check out TripAdvisor Insights at for more tips and best practices: https://www.tripadvisor.com/tripadvisorinsights All for FREE 51

Management Responses: Best Practices 1. Sign up for review notification emails 2. Read our guidelines 3. Respond promptly 4. Say thank you 5. Be original in reply 6. Highlight positives 7. Address specific complaints 8. Be polite and professional

CLOSING REMARKS

Jessica Quinlan Senior Sales Executive Destination Marketing jquinlan@tripadvisor.com Customer Service: Singapore Customer Service Team 9am-4pm SGT 1-800-208-779

Questions?