Trip Advisor Namibia and Making the Most of

Trip. Advisor, Namibia and Making the Most of Your Online Reputation

POWER OF COMMUNITY & REVIEWS “ Rewind the clock 10 years and reviews, recommendations and endorsements tended to come in three forms: Advertising, where it was clear who was paying the bill; Press, where we could judge the relative values of red-tops versus broadsheets; and friends and family, who looked you in the eye as they told you the merits of one product over another. “ 2

POWER OF COMMUNITY & REVIEWS 2011 2012 2013 2014 Trip. Advisor 82% Amazon 79% Mumsnet 74% Linked. In 69% Personal blog Yes, if there are multiple customer Reviews to read Yes, if I believe the reviews are authentic Yes, for some types of business, no for others No 67% Pinterest 61% Google+ 56% 88% Twitter 55% Brand/business blog 54% of consumers. Instagram say they trust online reviews 49% as much as Facebook personal recommendations 46% Source: 3 Phocuswright/Trip. Barometer/CIM & You. Gov

Trip. Advisor: The World’s Largest Travel Site Over 6, 000 unique users looking at reviews every second of every day 1 MILLION Reviews & Opinions 35 MILLION Reviews & Opinions 2005 2000 GOES LIVE 2010 2008 20 MILLION M O N TVisitors HLY Unique 4 100 M I L L I O&NOpinions Reviews 2012 2011 75 MILLION Reviews & Opinions 50 MILLION M O N TVisitors HLY Unique *Source: Trip. Advisor log files, average monthly unique users, Q 2 2015 OVER 1. 5 M I L L I O NListed Businesses 2013

Trip. Advisor Reach – Global Traffic Splits The World’s Largest Travel Site EUROPE NORTH AMERICA 40% 25% APAC MIDDLE EAST & AFRICA LATAM 11% Source: com. Score 5 January 2016 3% 21%

KEY TRAVEL TRENDS FOR 2016 6

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 7 7 Source: Trip. Barometer, October 2015. A study by Trip. Advisor and 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” 8 8 Source: Trip. Barometer, October 2015. A study by Trip. Advisor and 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% chose a destination because of the culture and people of the specific country 21% have chosen a destination because a hotel had a special offer or package 20% visited a destination because they saw it on a TV show Source: Trip. Barometer, October 2015. A study by Trip. Advisor and Ipsos 9 9

Trend #4 – Travelers want to stay connected Among the amenities that travelers look for when booking accommodation in 2016, air conditioning and Wi. Fi 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 Wi. Fi is not offered Source: Trip. Barometer, October 2015. A study by Trip. Advisor and Ipsos 10 10

Trend #5 – Smartphones are the #1 travel essential globally 75% of global travelers will not leave home without their smartphones Source: Trip. Barometer, October 2015. A study by Trip. Advisor and Ipsos 11 11

NAMIBIA ON TRIPADVISOR 12

Global Interest in Namibia Content o The number of the global sessions viewing Namibia content on Trip. Advisor has grown significantly in 2016 vs. 2015 o Overall global views to Namibia in the first six months of 2016 has grown by 40% since 2015 Source: Trip. Advisor internal data 13 13

Top 20 Markets Viewing Namibia in 2015 Germany Namibia Content: Domestic vs. International 25. 1% United Kingdom 9. 2% France 8. 2% United States 8. 0% Italy 2016 - 2015 - 2014 16. 1% 15. 9% 6. 1% Switzerland 5. 5% 4. 6% The Netherlands Belgium 3. 7% Australia 3. 4% Canada 2. 0% Spain 2. 0% Austria 1. 9% China 1. 6% Angola 1. 6% Norway 1. 1% Botswana 0. 9% Japan 0. 8% Brazil 0. 7% Sweden 0. 6% Singapore 0. 6% Source: Trip. Advisor internal data 14 Date range: August 2015 – July 2016 83. 9% 84. 1% Domestic International o In 2015 -2016, users already in Namibia made up 16. 1% of all Namibia views on Trip. Advisor, up from 15. 9% in 2014 -2015 o Germany makes up the largest market viewing Namibia destinations, followed by the UK and then France o Countries such as Singapore and Sweden had less than 0. 7% each of views of Namibia content 14

Yo. Y Growth in Namibia Views by Market Germany +28. 2% United Kingdom +6. 2% France +49. 6% United States +2. 6% Italy +24. 7% Switzerland +22. 1% The Netherlands Belgium +26. 6% Australia +11. 6% Canada +5. 2% Spain +23. 7% Austria China o +37. 1% +32. 1% Out of the top 20 countries viewing Namibia, Singapore, Norway and France showed especially strong increased views of Namibia destinations in last year compared to the previous one -17. 7% Angola +10. 2% Norway Botswana +130. 9% +19. 7% Japan +13. 3% Brazil +11. 3% Sweden Singapore Source: Trip. Advisor internal data 15 Date range: August 2014 – July 2016 +8. 8% +170. 0% 15

Top Other Destinations Viewed DE IPs o The data below reflects the top 10 countries and top 10 cities viewed by Germany users who also viewed Namibia Int’l Cities Countries United States 26. 3% 10. 8% South Africa 8. 0% 6. 7% Botswana China 3. 2% Canada 3. 2% Italy 3. 0% Australia 2. 9% Spain 1. 8% Zimbabwe 1. 8% United Kingdom 8. 4% Kasane, Botswana Victoria Falls, Zimbabwe 6. 3% 5. 0% Maun, Botswana 4. 1% Cape Town Central, South Africa 2. 1% Nata, Botswana 2. 0% Ghanzi, Botswana 1. 7% Singapore, Singapore 1. 5% Sentosa Island, Singapore 1. 2% Livingstone, Zambia 1. 1% Stellenbosch, South Africa o The country viewed the most by Germany users only who also viewed Namibia content was the US, followed by South Africa and Botswana o Likewise, the international city that was viewed the most by Germany users who also viewed Namibia was Kasane, followed by Victoria Falls and Maun Source: Trip. Advisor internal data Date range: August 2015 – July 2016 16 16

Top Other Destinations Viewed UK IPs The data below reflects the top 10 countries and top 10 cities viewed by the UK users who also viewed Namibia o Int’l Cities Countries South Africa 19. 2% 8. 5% 5. 8% Botswana United States 3. 7% Tanzania 3. 5% Spain 3. 3% Italy 3. 2% Zimbabwe 2. 8% Caribbean 2. 7% Zambia 2. 6% Greece 8. 0% Cape Town Central, South Africa Victoria Falls, Zimbabwe 5. 8% 4. 9% Kasane, Botswana 3. 6% Livingstone, Zambia 3. 2% Maun, Botswana 2. 9% Johannesburg, South Africa 1. 5% Nairobi, Kenya 1. 5% Clanwilliam, South Africa 1. 4% Franschhoek, South Africa 1. 3% Zanzibar, Tanzania o The country viewed the most by UK users only who also viewed Namibia content was the South Africa, followed by Botswana and the USA o Likewise, the international city that was viewed the most by UK users who also viewed Namibia was Cape Town, followed by Victoria Falls and Kasane Source: Trip. Advisor internal data Date range: August 2015 – July 2016 17 17

Days Travel Duration & Days Prior to Travel Top 10 International IPs o Travelers from Belgium and Switzerland stay in Namibia the longest out of the top 10 international markets viewing Namibia, on average around 7 days o Travelers from the United States and the UK click to book their holidays to Namibia more than 75 days before they travel, probably due to cost Average Days Prior to Travel Average Duration of Trip Belgium 145. 41 United Kingdom 3. 52 Switzerland 141. 19 United States 3. 31 Germany 138. 06 Canada 3. 28 The Netherlands 130. 10 Australia 2. 97 France 126. 91 Italy 2. 82 Italy 120. 35 France 2. 74 Australia 120. 34 Germany 2. 68 United Kingdom 114. 98 The Netherlands 2. 67 Canada 112. 29 Belgium 2. 27 United States 102. 02 Switzerland 2. 20 Source: Trip. Advisor internal data Date range: January 2015 – July 2016 18 18

3. 50 19 August 3. 80 December November 3. 70 October 3. 90 September 4. 10 August 4. 10 July Attractions June 4. 30 May 4. 20 April 4. 50 March 4. 70 February 4. 90 December November October September August July June May April March February January 4. 00 January December November October September Source: Trip. Advisor internal data July June May April March February January Namibia Reviews and Ratings Accommodations 4. 35 4. 30 4. 25 4. 20 4. 15 4. 10 2016 4. 05 2015 Restaurants 4. 30 2016 4. 00 2016 2015 3. 90 2015 19

Namibia Reviews Trends by Reviewer Type Global IPs o Almost half of travellers to Namibia are travelling and reviewing properties there as couples Source: Trip. Advisor internal data 20 20

Namibia Ratings By Reviewer Country o Visitors to Namibia from Canada tend to write the higher overall review scores for Hotels category, while the United States users tend to write the higher reviews for Attractions and Restaurants Hotels Canada 4. 32 Germany 4. 31 United States 4. 29 United Kingdom 4. 27 Switzerland 4. 25 Australia 4. 24 France Italy Belgium The Netherlands 4. 21 4. 16 4. 13 4. 08 Source: Trip. Advisor internal data Date range: August 2015 – July 2016 21 Restaurants Attractions United States 4. 49 United States Canada 4. 45 United Kingdom 4. 41 4. 31 Australia 4. 30 Canada 4. 18 Germany 4. 35 Germany Switzerland 4. 35 United Kingdom 4. 14 Australia 4. 35 France 4. 14 4. 16 Italy 4. 33 Italy France 4. 33 Belgium 4. 08 Belgium 4. 33 Switzerland 4. 07 The Netherlands 4. 19 The Netherlands 4. 12 4. 02 21

Namibia Booking Data on Trip. Advisor o Estimated hotels revenue driven by Trip. Advisor peaked in February 2015 with a total of over $192 k in booked value Estimated Total Booking Revenue* $2, 7 M Total estimated 2015 to date hotels revenue booked through Trip. Advisor Source: Internal Data Revenue 22 Calculation = # Trip. Advisor Meta clicks to book any room in Namibia x Est. Conversion Rate x Est. Average Nightly Rate x # Rooms 22

THE POWER OF REVIEWS 23

More than 80% of Trip. Advisor travelers feel that Trip. Advisor reviews help them feel more confident in their travel decisions and have a better Source: Pho. Cus. Wright’s “Custom Survey Research Engagement, ” prepared for Trip. Advisor. May 2015 trip

Do Online Reviews Impact Booking? 89% 96% of global travelers say reviews are influential when choosing where to book of global hotels say reviews are influential in generating bookings Source: Trip. Barometer: Travel Economy, March 2015

Trip. Advisor Accommodation Reviews are Largely Positive 47% 31% 12% 5% Average Review Score: 4% Source: Trip. Advisor internal data. Percentage of all accommodation ratings globally. September 2015. 4. 11

Key factors that influence popularity on Trip. Advisor QUANTITY, QUALITY AND RECENCY OF REVIEWS

ENGAGING WITH TRIPADVISOR TO DRIVE YOUR BUSINESS 28

Highly engaged hotels see better results on Trip. Advisor Atmosphere Research Group study links engagement and performance What makes a hotel highly engaged on Trip. Advisor? • At least one active, verified owner • 10+ Management Photos on their listings • 25%+ of reviews receive a Management Response How highly engaged hotels perform over others: 29 Guest Reviews to Pave the Path To Greater Engagement, ” Atmosphere Research Group, September 2015 Source: “Using

The “Virtuous Circle” of Guest Engagement Source: “Using Guest Reviews to Pave the Path To Greater Engagement, ” Atmosphere Research Group, September 2015

Building blocks for Reputation Management Collect Reviews Respond to Reviews Monitor Reputation Promote Property 31

Collecting Reviews How can a business get more reviews on Trip. Advisor? • Train employees on the importance of reviews • Understand play by the ‘rules’ of review collection (Direct questions to https: //www. tripadvisorsupport. com) • Ask all of your past guests for a review • Encourage reviews with tools such as: • Review Express (post stay email) • Review reminder cards / flyers 32

Hotels that ask for reviews perform even better Systematic review collection amplifies “Virtuous Circle” benefits Highly engaged hotels that prompt every guest to write a review with tools like the Trip. Advisor Review Collection Platform (RCP) see: • Up to 80% more reviews per month over previous numbers Other key performance metrics of highly engaged hotels using RCP: 33 Guest Reviews to Pave the Path To Greater Engagement, ” Atmosphere Research Group, September 2015 Source: “Using

Increasing the number of recent reviews using Review Express Easier than ever to ask guests to write a review on Trip. Advisor 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 Use campaign dashboard to monitor incoming reviews and optimize campaigns o It’s FREE! Source: com. Score July 2015

What is a Management Response?

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. Source: Independent Pho. Cus. Wright study “Custom Survey Research Engagement”, September 2015 85% of respondents say an appropriate management response to a bad review improves my impression of the hotel. 36

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

Review Performance Report 38

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 Trip. Advisor 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 -40% should have responses) 5. Check out Trip. Advisor Insights at for more tips and best practices: https: //www. tripadvisor. com/Trip. Advisor. Insights All for FREE… 39

Additional promotional tools Once a business earns a positive reputation on Trip. Advisor, we have many other tools to help them promote their property: • Widgets to display Trip. Advisor reviews / rating on their website (Content Integration) • Stickers and other permanent placements to display on-site • Awards such as: • Travellers’ Choice • Certificate of Excellence 40

Certificate of Excellence – Marker of High Standards o Awarded to accommodations, restaurants and attractions that meet a level of satisfaction, including a minimum number of reviews and an overall 4 out of 5 rating o Certificate is awarded regardless of a business’ commercial relationship with Trip. Advisor o Trip. Advisor travellers are 75% more likely to patronise a business if they see this certificate displayed 41

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