1. TripAdvisor
Melissa Camarena
Kathy Krzeptowski
Jennifer Soto
Jessica Vargas

2. Overview
What is TripAdvisor?
Divisions of TripAdvisor
TripAdvisor's Objective
TripAdvisor's Core Business
International Expansion: China
Vacation Rentals
Flights
Our Proposal
Summary
© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 2
KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

3. What is TripAdvisor?
Mission Statement: To providereal advice from real travelers about
hotels, attractions, and other travel-related ideas.
Listings for: Services:
• Hotels •Authenticity of reviews
• Bed & Breakfast • No hoteliers incentives may be offered
• Inns •Acces to reviews
• Restaurants • Membership not required for site use
• Attractions Based on Reviews • Free membership
•Travel related Information
• Descriptions of listed entries
• Price comparisons
• Map listing locations
© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 3
KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

4. TripAdvisor’s Objective
Objective: To build on TripAdvisor’s core business and prioritize these
options tomaximize their chances of success in the future.
Core business: Success For Future:
• Consumer • International Expansion (China)
• Buisness Owners • Vacation Rentals
• Marketing • Flights
• Monetization
© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 4
KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

5. Divisions of TripAdvisor
TripAdvisor
TA For TA Trip TA Media
Business Friends Group
© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 5
KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

6. TripAdvisor’s Core Business
Consumers Business Owners
•Provide reliable feedback/reviews •Attract consumers to TA
•Attracts users • Professionalism
• About 53% of consumers based travel accommodations on •Division used: TA For Business
reviews
•Division used: N/A
Marketing Monetization
•Fill Chief Marketing Officer vacancy •3 Main sources of revenue
•Search marketing • Text links
• SEM
• Display ads
•Public relations • Business listing
• Brand recognition
•Division used: TA For Business
•Division used: TA Trip Friends
© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 6
KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

7. International Expansion: China
Challenges Strategies
•Local competitors •Familiarizing with China's culture
• Quick to copy • Adaptation to China's culture
•Consumer behavior • Kuxun
• Socioeconomic • In-depth studies
•Educating market • Travel deal incentives for
contributors
•Lack of local talent
© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 7
KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

8. Vacation Rentals
Challenges Strategies
•Fragmented market • Search Engine Market (SEM)
•Business Owners • Vacation Rentals
• Low online listings (30% of market) • TA for business
•Lack of awareness • "Sophisticated software"
•Consumer behavior • TA Trip Friends
© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 8
KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

9. Flights
Challenges Strategies
•Google •Integrate flight booking option
• ITA •Integrate flight/hotel markets
• Search flight: include hotel options
automatically
• About 40% new members join due to
flights
•TripAdvisor reviews
© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 9
KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

10. Our Proposal
•Prioritization of future growth initiative
1. Flights
2. Vacation Rentals
3. International Expansion: China
• Build on TripAdvisor's core business by enhancing the effectiveness
and successfulness of its future growth iniciatives.
© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 10
KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

11. Summary
TripAdvisor's Core Business
International Expansion: China
Vacation Rentals
Flights
Proposal
© 2012 KPMG LLP, a Canadian limited liability partnershipand a member firm of the KPMG network of independent member firms affiliated with 11
KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

12. Thank You!
The Accounting Demons