Trip Advisor integration

Arthur Hoffman
MD, Expedia Australia

1
Overview
• Launched late Dec 06 on Exp
AU and Exp CA, as part of
global pilot
• TripAdvisor is the largest travel
community in the world with
more than 20 million unique
monthly visitors over 5 million
reviews
• Consumers are hungry for
information. They want
relevant, timely and useful
content.
• TripAdvisor has a large
Australian user base of 100,000,
and contains over 26,000 2
reviews written by Australians
Why?
Researching
Inspiration Booking Pre-Trip Post-Trip
Shopping

- Merchandising - User profile - Attractions - Hotel reviews

- Promotions - Editorial, visual - Weather - Welcome Home
- Results page and user- - Planning tools email
- generated (currency - Feedback forms
Hotel Info-site
content converter)
- Price tradeoffs
- Confirmation

- Holistic - Objective - Hotel rankings - Create itinerary - Submit reviews

overview of reviews of based on user - Create virtual
destinations destination, reviews and scrapbook
- Engage users activities and rankings (photos, videos,
in forums attractions - Study writings)
destination in-
depth (eg.
dining,
transportation)
3
Usage

• 6% of our traffic Top Destinations

20%

• Improved conversion 18%

16%

14%
• Longer booking window 12%

10%

8%

6%

4%

2%

0%

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Content Moderation
Expedia.com.au
• Real Expedia customers that experienced service/product in the past 6 months
• Every Review is checked by Expedia’s Customer Review Team
• Editorial guidelines;
– Relevant
– Recent
– No inappropriate language
– No name specific employees

TripAdvisor
• Every review is read by person trained in fraud protection
• Editorial guidelines;
– Family friendly
– Unique and independent
– Individual from a traveller’s perspective
– Non-commercial
– 5
Written by someone older than 13
– Written with standard e-mail etiquette and submitted via valid email address
A fair go for customers and hotels

From

6
A batty experience?
From

User Feedback

Management’s Response

7
Serious reviews are taken seriously
From

User Feedback

Management’s Response

8
What’s next?

• Stimulate more local content & contributions

• Competition for best reviews

• Video content

• Deeper integration of TripAdvisor content