BTO 2014 2 e 3 dicembre, a Firenze in Fortezza da Basso Helena Egan Director, industry relations di TripAdvisor Day ONE | Emirates Hall [VISIONI] | 12.20 - 12.45 http://www.buytourismonline.com/eventi/strategic-vision-of-tripadvisor/

2. TripAdvisor – Global Size and Scope
An estimated 1 in every 16 people online in the
world visited TripAdvisor in July 2014
38th biggest website in the world, based on traffic
Source: comScore Data Services, 2014, Google Analytics, 2014, TripAdvisor site data 2014
115 contributions a minute on the site
45 domains in 28 languages
315 million unique monthly visitors, and more
than 190 million reviews and opinions

3. CONFIDENCE IN INFORMATION
Percentage of UK consumers who say they have trust and
confidence in information on these platforms and sites – a third party
UK study
TripAdvisor
82%
Amazon
79%
Mumsnet
74%
LinkedIn
69%
Personal blog
67%
Pinterest
61%
Google+
56%
Twitter
55%
Brand/business blog
54%
Instagram
49%
Facebook
46%
Source: Chartered Institute of Marketing Travel Industry Group and YouGov, Nov 2014

5. TripAdvisor in Italy
6.4M+ unique monthly Italian visitors to TripAdvisor*
• Trailing only US, China and UK
• Most popular travel website among Italian Internet users*
250,000+ total Italian properties listed on TripAdvisor
• Accommodations: ~ 78,000
• Restaurants: ~ 150,000
• Attractions: ~ 33,000
Average rating of Italian properties on TripAdvisor
• Accommodations: 4.21
• Restaurants: 3.97
• Attractions: 4.42
*comScore Data Services, August 2014, TripAdvisor site data 2014

6. 64% of Italian respondents use the TripAdvisor website at least once/week
85% of Italian respondents read at least 6-12 reviews before making a
decision on a hotel, restaurant or attraction (43% read at least 13 reviews)
62% of Italian respondents say they ignore extreme comments when reading
reviews
Italian market relies on TripAdvisor
95% of Italian respondents find
TripAdvisor reviews accurately reflect the
actual experience
76% of Italian respondents “always” or
“usually” reference TripAdvisor reviews
before deciding
56% of Italian respondents will not book a
hotel that does not have any reviews
75% “always” or “usually”
reference TripAdvisor reviews
before choosing a restaurant…
…which is the Largest % of any
country polled (worldwide average
is 50%)
39% avoid eating at restaurants
that do not have any reviews
About hotels About restaurants
Based on a Dec. 2013 PhoCusWright study of Italian TripAdvisor visitors:

7. Based on 2014 Ipsos study of Italian tourism businesses
Factors that Italian business
owners believe have the
biggest impact on traveler
bookings:
• 70% - online reviews
• 47% - price
• 40% - recommendations
from friends and family
95% of Italian business owners think online
reviews are important for generating bookings
What channels do Italian
business owners use to market
their property?
• 49% - TripAdvisor
• 41% - Property’s own website
• 37% - Social media and mobile
marketing
• 31% - Printed materials (e.g.,
brochures)
What social media channels
do Italian business owners
use to interact with guests?
• 72% - Facebook
• 71% - TripAdvisor
• 30% - Google+
• 20% - Twitter
• 11% - YouTube

8. Top Italian regions with the highest review scores
Top 3 Regions with the highest
accommodations score:
o Trentino Alto Adige (4.41)
o Valle d’Aosta (4.35)
o Basilicata (4.33)
Top 3 Regions with the highest
attractions score:
o Basilicata (4.57)
o Tuscany (4.52)
o Campania and Lazio (4.50)
* Source TripAdvisor site data, April-April 2013/2014

9. Top 20 Markets Researching Italy
• In the last 12 months
domestic searches by
Italians on Italy made up
68% of views of Italy
content on TripAdvisor
• Key international markets
are UK, USA and France
19.1%
17.3%
8.8%
7.6%
4.1%
3.8%
3.6%
3.5%
2.9%
2.2%
1.9%
1.9%
1.8%
1.5%
1.2%
1.2%
1.1%
1.1%
0.9%
0.9%
United States
United Kingdom
France
Germany
Switzerland
Spain
Canada
Australia
Russia
The Netherlands
Japan
Belgium
Brazil
Austria
China
Ireland
Argentina
Sweden
Poland
Israel
• *In terms of total TripAdvisor page views in the last 12 months
• Source: TripAdvisor Internal Site Data
68%
32%
Italy All Others

10. Growth of interest in Italy – long-haul is key!
• Inbound travel trends study, internal data September 2012-September 2013 vs September 2013-September 2014
Markets for greatest year-on-year growth in share of
sessions looking at Italian destinations on TripAdvisor
1. Singapore
2. India
3. China
4. Japan
5. Italy
6. Canada
7. Sweden
8. Austria
9. United States
10. Norway

11. Italy’s competitive set
• Source: TripAdvisor Internal Site Data, March – August 2014
The data below reflects the top 10 Countries and top 10 Cities viewed by users who also
viewed Italy

12. More than half
of TripAdvisor users say they write hotel reviews
because they feel like they are a part of the
TripAdvisor travel social community
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.

13. Building engagement: Recognizing top contributors

14. Sharing who wrote the review

15. Who is reviewing Italy?
• Travellers from the United States and Malta are the most
positive about Italy, giving average review ratings of 4.41
for Italian businesses over the past year.
• Israelis (4.39), Canadians (4.36) and Brits (4.35) also
rate Italian businesses highly on TripAdvisor.
• Russian travellers have become much keener reviewers
of Italian businesses in the past year, increasing the
amount of reviews they write about Italy by 257 percent
year over year, followed by Brazilians (70%) and
Argentinians (43%).
• Inbound travel trends study, internal data September 2012-September 2013 vs September 2013-September 2014

16. Review Moderation – Strength in Numbers
TripAdvisor considers its content moderation and content integrity to
be critical to the company’s success
We wrote the book on online fraud detection
o Content Team comprised of 250+ employees
o Includes sub-units for Customer Support, Content Integrity,
Investigations and Listings
o Internationally located content integrity team
o Team speaks 28 languages

17. Leveraging the TripAdvisor Community
In addition to our automated processing and manual review
systems, the TripAdvisor community – both travellers and business
owners - report content to TripAdvisor they believe does not meet
guidelines or is suspicious
All content reported to TripAdvisor is reviewed by a specialist,
normally within 24 hours

18. The factors that drive the most traveler engagement on hotel
or B&B pages – reviews and interaction matter:
Number of photos
Methodology
1For the purpose of this study, TripAdvisor analyzed data for a sample of accommodation properties from the 25 most reviewed cities* on the site from 7 July to 7 August, 2014.
The study reveals how review ratings change based on management response rates and the level of traveler engagement (defined as page views per session and booking
enquiry clicks) relative to various content factors such as the number of reviews, photos, videos and rate of review responses from management.
*Cities included in study sample are: London, Rome, Paris, New York City, Las Vegas, Barcelona, Orlando, Milan, Florence, Bangkok, San Francisco, Istanbul, Amsterdam,
Berlin, Madrid, Prague, Edinburgh, Venice, Chicago, Buenos Aires, Singapore, Dublin, Marrakech, New Orleans.
(ranked by level of impact on traveler engagement1)
Number of reviews in the past year
Total number of reviews
Management responses in the past year

19. There is a very strong correlation between average review
rating and rate of management responses
Management
Response Rate
Average Review
Rating
(out of 5 bubbles)
0% 3.81
5%-40%
40%-65%
65+%
4.04
4.05
4.15

20. Hotels providing a management response to
reviews are 21% more likely to receive a
booking inquiry via TripAdvisor than those who
don’t respond to any reviews.
Properties that respond to over 50 percent of their
reviews increase their likelihood of receiving a
booking inquiry by 24%
(Compared to properties that do not respond to reviews)

21. Reviews encourage travelers to spend more
• If prices are the same, travellers are 3.9 times more
likely to choose a hotel with higher review scores
• 76% of customers were willing to pay more for a
hotel with higher review scores
Source: “The Effect of Reviews on Hotel Conversion Rates and Pricing,” TrustYou, September 2014

22. The bottom line? Reviews matter
of global travelers say reviews are
influential when choosing where to book89%
of global hoteliers say reviews are
influential in generating bookings96%
Source: TripBarometer by TripAdvisor, April 2014
* Data was collected February – March 2014, based on an online survey of 10,370 representatives from accommodations in the TripAdvisor database, weighted equally by country, and
50,637 TripAdvisor website users and Ipsos online panelists who have researched their travel plans online in the last year, weighted to the known profile of the online population. Further
details can be found in the TripBarometer global report.

24. Helps travellers book a greener trip
Online survey (30 – 60 minutes on average)
5 levels: GreenPartner, Bronze, Silver, Gold,
Platinum
Random independent audit program
(documentation audit)
Largest green hotel program in the world with
7,000 properties in North America and Europe
100% free for hotels an B&Bs
Developed with support from:

25. Visible and searchable on TripAdvisor

26. Key takeaways
• Manage your reputation online it is free & that is where
travellers are
• Remember that every visit to your hotel, B&B, restaurant or
museum is an experience – an experience that they will share

27. GRAZIE!