Trip Advisor Overview ITC Grant Summit About Trip

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Trip. Advisor Overview ITC Grant Summit

Trip. Advisor Overview ITC Grant Summit

About Trip. Advisor is the world’s largest travel site* 390 M average unique monthly

About Trip. Advisor is the world’s largest travel site* 390 M average unique monthly visitors ** 49 500 M 7 M Markets Worldwide Reviews and Opinions Accommodations, Restaurants and Attractions *Source: com. Score Media Metrix for Trip. Advisor Sites, worldwide, December 2016 ** Source: Trip. Advisor log files, Q 1 2017 2

Looking for Travel Inspiration Travelers spend 88 days researching where to go, what to

Looking for Travel Inspiration Travelers spend 88 days researching where to go, what to do & where to stay First search on Google or Bing! Day 14 Researching what to do, where to go, where to stay Day 89 Airlines Purchased • Source: Com. Score study on Trip. Advisor’s Impact on Consumer Journeys Analysis Based on April – September 2014 Data Periods Airlines Last Viewed Hotels Purchased Day 94 Day 98 Hotels Last Viewed 3

Trip. Advisor Used Most to Define Destination “Researching Key Elements” and “Planning Things to

Trip. Advisor Used Most to Define Destination “Researching Key Elements” and “Planning Things to Do” also rank highly • Source: Hall and Partners: Uncovering Customer Journey (Quantitative Online Survey, 2016) 4

Defining Destination Trip. Advisor Most Cited Key Resources Used: Defining the Destination “The reviews

Defining Destination Trip. Advisor Most Cited Key Resources Used: Defining the Destination “The reviews on Trip. Advisor were very helpful. Trip. Advisor is probably my go-to source of information about destinations. ” Hotel Meta Sites avg. Review Sites avg. 29% OTA avg. 30% Hotel Sites avg. Trip. Advisor • Source: Hall and Partners: Uncovering the Customer Journey (Quantitative Online Survey, 2016) 24% 38% 53% 5

Industry Leading Viewability Trip. Advisor leads across all categories of publishers 33% 56% 72%

Industry Leading Viewability Trip. Advisor leads across all categories of publishers 33% 56% 72% Viewability across exchanges and ad networks of impressions across the web are never seen Average publisher viewability is 50. 2% Trip. Advisor Viewability is 44% greater than the average publisher 97% 6

Advertisers Benefit from Trusted Publishers Premium content has a Halo effect • Display ads

Advertisers Benefit from Trusted Publishers Premium content has a Halo effect • Display ads on premium publishers provide 67% higher brand lift than nonpremium inventory • Premium publishers are 3 x more effective at driving mid-funnel brand lift (favorability, consideration & intent to recommend) • Source: Comscore, The Halo Effect, July 2016 7

Media Effectiveness Insights Category Unexposed Exposed # Total TA Users 298, 631, 505 3,

Media Effectiveness Insights Category Unexposed Exposed # Total TA Users 298, 631, 505 3, 734, 393 % Viewing any of Destination's content 6. 91% 9. 47% +37% % Viewing any of Destination's 12. 40% 17. 06% +27% % Viewing any of Destination's $2. 9 Million in Revenues 26. 40% 32. 09% restaurants attractions # of Pageviews per UU Destination's hotels 5 % clicking to book any hotel 7. 16% % clickers who book (est. ) _____ % CHANGE +21. 5% 7. 4 +23% 7. 77% . 61% 12. 69% 14. 22% +12% $ Average Nightly Rate (ADR) $298. 02 $240. 33 -19% Average # Nights 2. 4 0% $ Revenue / UU $6. 17 $7. 30 +15. 5% $22: $1 ROI

DMO Media Targeting Guide Your Destination Reach users while they are actively considering travel

DMO Media Targeting Guide Your Destination Reach users while they are actively considering travel to your destination and influence. IP Targeting Trip. Advisor identifies top feeder & fastest growing markets. Your Competitors Reach potential travelers while they are considering competitors and influence. Destination Retargeting Expand your share-of-voice of potential travelers who viewed your destination or your competitors by targeting users across the Trip. Advisor Media Network and across the web. Trip. Advisor reaches 62% of all online travel bookers 72% of airline bookers visit Trip. Advisor before their airline purchase MEI compares users exposed to your ads to users not exposed and determines the total impact of Display advertising on your destination on Trip. Advisor. Traveler Segments Trip. Advisor leverages thousands of behavioral signals to build traveler segments. Maximize performance by tailoring creative messaging to traveler segments. 10

Premium Destination Partnership Capturing inherent demand • Promote your content to users in the

Premium Destination Partnership Capturing inherent demand • Promote your content to users in the Colorado channel on Trip. Advisor via: ⁃ ⁃ ⁃ ⁃ Photos Videos Events Articles Collections Banners And more! 11

Native Video 100% viewable video in a premium engaged environment • Charged on a

Native Video 100% viewable video in a premium engaged environment • Charged on a cost per play basis, with a play only counted if a user watches 5 seconds of video • Video is instantly skippable, meaning all plays are true views • No limit on length, can be long form video showcasing many aspects of the destination • Includes companion 300 x 250 banner and logo 12

Native External • Extend Reach: Message to Trip. Advisor’s mobile users as they explore

Native External • Extend Reach: Message to Trip. Advisor’s mobile users as they explore hotels, restaurants and attractions • Branding: Advertiser has complete control over messaging, including; image, logo, and text • Engagement: Contextual Native Ads drive higher CTR, engagement, and brand favorability ⁃ Avg. CTR of 0. 60% - 0. 75% • Targeting: Best in class targeting; ⁃ Content type: ⁃ Restaurants (by cuisine type) ⁃ Attractions (by type) ⁃ Hotels (by any filter) ⁃ Geography: ⁃ Travelers (IP differs from Geo) ⁃ Locals (IP = Geo) ⁃ Audience: ⁃ Audience Profile (age, gender, etc. ) ⁃ Interest (luxury, budget, travel dates, hotels viewed, etc. ) 13

Phil Giudice Sr. Destination Mar keting Executive – North west Phone: 1. 310. 503.

Phil Giudice Sr. Destination Mar keting Executive – North west Phone: 1. 310. 503. 0848 [email protected] or. com