Seminar Presentation by Victoria Delaney of Trip Advisor at the E-Tourism Africa Summit 2011 in Cape Town

1. 50 Million Reasons to Get Involved Making the Most of Your TripAdvisor Presence Presented by Victoria Delany 16 September 2011 eTourism Africa Summit

2. Opportunity knocks… “Travel review Web sites and hotel reviews on online travel agencies (OTAs) are among the most influential forces most frequently cited by travellers when shopping.” -PhoCusWright, Social Media in Travel, June 2010 2

3. 3 “Planning and review sites are still on the rise… Despite widespread stagnancy even among nontransactional websites, planning and reviews websites bucked the trend by attracting more visitors in 2010.” -PhoCusWright, Online Traffic and Conversion Report 2nd ed., February 2011 …and it’s still growing

4. A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 4 How important are user reviews to you when determining which hotel to stay at?

5. A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 5 I won’t book a property unless it has reviews.

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8. TripAdvisor reviews are largely positive Average score is 3.90 8

9. Introducing your new Management Center! 9

10. http://www.tripadvisor.co.uk/Owners

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12. Re-organized and streamlined 12

13. 13 All the familiar tools, just easier to find 13

15. Content

16. Videos

17. Tip sheets

18. How-to guides

20. Get More Reviews and Make the Most of Them

21. The Power of Management Responses to Guests’ Reviews

22. How to Earn TripAdvisor Awards and Promote Your Property15 Videos

24. Market Your Property for Free: Eight Easy Tips

25. Responding to Traveler Reviews: Best Practices

26. How to Earn TripAdvisor Awards & Promote Your Property

27. Top 10 Reasons to Get a Business Listing

28. Set up a Successful Special Order: Top 10 Tips16 Tip sheets

30. How to Respond to Traveler Reviews on TripAdvisor

31. How to Make the Most of Photo Content & Management Tools on TripAdvisor

32. How to Make a Great Promotional Video for Your Business

33. How to Boost Direct Bookings with TripAdvisor Business Listings

34. Much more!17 How-to guides

35. Taking a closer look at your listing 18

36. How to encourage reviews 19

37. Get notified of new reviews 20

38. Details: Your opportunity to differentiate 21

39. Photos & video – the more, the better Primary photo 22

40. Performance tracking Benchmark against local competition 23 23

41. 24 Updating articles

42. 25 90% of the forum posts are responded to in 24hrs! South Africa FORUMS: Topics: 19,660 Posts: 118,929

43. Management Responses 26

44. Seeinga management response to reviewsis important to me. A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 27

45. A management response to a good review makes me think highly of the hotel. A management response to a bad review reassures me. A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 28

46. If I was considering two comparable properties, the presence of management responses on one would sway me in its favor. A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 29

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50. But not this way… “People that lack taste and a life of their own should try to venture out into the real world instead of hiding behind a computer spewing meaningless factless verbiage.” “Prove the date of your stay because such an incident has never been recorded in the archives of our Hotel. We regret that some customers spoil the time by writing negative comments for Hotels.” 33

51. A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey” 34 An aggressive management response to a bad review makes the hotel look worse.

52. Traveller feedback on management responses “I like it that the Hotel management responds to posts here – says a lot about their focus on their customers.” -TripAdvisor member hazy-amersham “I also like the fact that a management representative replies to some comments made by guests. This tells me that ‘Lennons on Chifley’ are a hotel that care about their guests and reputation and go to lengths to acknowledge and rectify issues. Well done.” -TripAdvisor member Rosli “The manager of the hotel did respond, but it took him a month to do so. I appreciate the seemingly thorough response given, but I wish he’d done so in a more timely manner. I might have overcome my concerns about the safety of staying at his hotel and kept my reservation.” -TripAdvisor member OhioGirlScout 35

53. Get TripAdvisor to work for you: Keep customers on your site with the helpof TripAdvisor information 36

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55. Utilize your online marketing tools 38

56. Add badges & widgets to your website 39

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58. The future is digital: Be a part of it! 41

59. The wisdom of friends: Inspiration 44%of U.S. travelers always or often consult friends and family for travel advice - TripAdvisor Survey 42

60. Hotel & travel search on the go 43

61. Three powerful forces transforming travel Content Mobile Social Real Opinions Recent Relevant to you Friend Graph Sharing Consumption Always Available Location Based Socially Aware 44

62. Note to self: Register with the new Management Center today– FREE! Upload photos and video to TripAdvisor listing – FREE! Use reminder tools to encourage guests to write reviews – FREE! Sign up for new review notification and respond to select reviews – FREE! Add TripAdvisor content to your website with badges and widgets – FREE! 45

64. 1-866-322-5942

65. 1-617-431-6424 (outside of the U.S.)

66. URL

67. www.tripadvisor.com/Owners46