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THE STATE OF THE AMERICAN TRAVELER:MOBILE EDITIONNOVEMBER 8, 2018

With YouChris AdamsDavid ReichbachHead of Research and InsightsMiles PartnershipDirector of Analytics and Data SecurityDestination @DestinationAnalysts.com

GuestPresenterSteven PaganelliHead of Destination MarketingTripAdvisor

The State of the American Traveler: Mobile EditionResearch, slides and otherresources will be available sts.com

Thanks to:

DMA West Tech Summit & Vendor ShowcaseMarch 20-22, 2019Hyatt Regency AlbuquerqueVisit Albuquerque www.visitalbuquerque.orgFeatured PresentationDestination Analysts staff will present the findingsof the DMA West Foundation’s soon-to-be completed research study:“Measuring Visitor Conversion from DMO Social Media Investment Traveler Profilesof DMO Social Media Audiences.”Nineteen (19) western DMOs are participating in this research study. The combined(blind) findings will produce industry averages on DMO social media marketing impactand performance. This research will also gather important insights into DMO socialmedia audiences, which deepen the industry’s understanding of these traveler profilesand their content desires.

Upcoming EventsDecember 5-6, 2018Open to any/all DMO’s outside of GeorgiaBuford, Georgia (North Atlanta)March 19-21, 2019STS’s Annual ConferenceDaytona Beach, FloridaFor more details, visit SoutheastTourism.org

Open or close the controlpanel with the orange button.How toparticipateo In case of “drop-off”, use your link torejoin the webinar.o A Q&A session will be held at the end of today’s presentation,o Today’s webinar is being recorded andwill be made available for viewing later.Choose to usecomputer audio ordial in by phone.Have a question?Ask it here.

1. Research: American Traveler Sentiment2. Research: The Mobile Travel PlannerAgenda3. Spotlight: Insights from TripAdvisor4. Additional Research & Resources

THE STATE OF THE AMERICAN TRAVELERM OBILE E DITION

About The State of the American Travelero Online survey conducted since 2006o Survey invitation sent to a nationally representativesample of US adultso Total sample of 2,000 American leisure travelerso Examines traveler sentiment, motivations &behaviorso Conducted quarterlyThe State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Fall 2018

AmericanTravelerSentimentOctober 2017

Current Leisure Travel OptimismTrips & Spending (Next 12 Months)

Impediments to Travel: Airfare is Too 0%21.5%19.6%19.8%20.1%20.8%15%10%5%0%Summer Winter Summer Winter Summer Winter Summer Winter Summer Winter Summer Winter Summer Fall 2016 January Summer Fall 2017 Winter Summer Fall 1620162017201720182018Percent of Leisure TravelersThe State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Fall 2017

Impediments to Travel: Gasoline %15.6%18.0%14.9%12.7%10%0%Summer Winter Summer Winter Summer Winter Summer Winter Summer Winter Summer Winter Summer Fall 2016 January Summer Fall 2017 Winter Summer Fall 1620162017201720182018Percent of Leisure TravelersThe State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Fall 2017

Impediments to Travel: Personal 6%37.6%35.7%36.9%30%20%10%0%Summer Winter Summer Winter Summer Winter Summer Winter Summer Winter Summer Winter Summer Fall 2016 January Summer Fall 2017 Winter Summer Fall 1620162017201720182018Percent of Leisure TravelersThe State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Fall 2017

TheMobileTravelPlanner

201594.0%201694.2%201795.8%

ExecutiveSummary(cont.)Mobilevs. DesktopPlanningQuestion: What percent ofyour leisure travel planningis typically done using eachof the following before (andafter) leaving for your trip?Source: The State of the American Traveler, Destination Analysts, Inc.

Planning Leisure Travel

ExecutiveSummary(cont.) Travel ResearchEaseof UsingMobile Phone:Question: Please thinkexclusively about researchingyour travels PRIOR TO31.2%Very easyEasy28.3%TRAVELING OR PURCHASINGNeutral24.5%a travel product. In your11.0%Difficultexperience, how easy is usingVery difficult5.1%your mobile phone to research0%and find travel information?Source: The State of the American Traveler, Destination Analysts, Inc.10%20%30%40%

ExecutiveSummary(cont.) Booking TravelEaseof UsingMobile Phone:Question: Please thinkexclusively about MAKINGTRAVEL PURCHASESusing your mobile phone. InVery easy27.1%Easy25.9%Neutral28.7%general, how easy do you11.9%Difficultfind using your mobile phoneto purchase or book travelproducts and services(hotels, flights, etc.)?Source: The State of the American Traveler, Destination Analysts, Inc.Very difficult6.5%0%10%20%30%40%

ExecutiveSummary(cont.)Used Before TravelingMobilePhones:ResourcesQuestion: Please think aboutthe last time you used a mobilephone to plan a leisure trip.BEFORE actually booking yourtravel, which of the followingHotel information37.7%Prices35.3%Maps33.0%Photos – viewing online photos31.1%Restaurant/Dining info29.3%Deals or special offers25.7%Activities or attractions info25.4%Social media content22.5%Video – watching online video22.0%User-generated content19.2%Articles/Itineraries – reading resources did you use (on yourmobile phone) to plan your trip?Festivals and special events info15.2%11.8%Not sure/Don’t know 1.7%NONE OF THESE29.6%0%Source: The State of the American Traveler, Destination Analysts, Inc.10% 20% 30% 40% 50% 60%

ExecutiveSummary(cont.)Used While TravelingMobilePhones:ResourcesQuestion: Please think aboutMapsthe trip where you last used amobile phone to plan a leisuretrip.40.4%Restaurant/Dining info36.8%Prices27.4%Activities or attractions info26.8%Hotel information26.5%Deals or special offers24.1%Photos – viewing online photos23.3%Social media contentWHILE traveling WITHIN YOURDESTINATION (City, Region,State), which of the followingresources did you use (on yourmobile phone) to plan your trip?Source: The State of the American Traveler, Destination Analysts, Inc.20.0%Video – watching online video17.1%User-generated content13.8%Festivals and special events info12.7%Articles/Itineraries – reading editorial11.5%Not sure/Don’t know 1.3%NONE OF THESE25.3%0%20%40%60%

Executive Summary(cont.)Researching& Mobile PhonesQuestion: While planning aleisure trip the PASTRestaurants50.4%Hotel or motels47.5%AttractionsTWELVE (12) MONTHS,which of the following haveyou researched using yourmobile phone?41.0%Airlines or airfares35.5%Concerts, sporting events, 23.0%Travel packages19.9%Peer-to-peer lodging (e.g., AirBnB)11.9%Cruise information11.4%Tours (guided)11.0%Tours (unguided) 7.3%NONE OF THESE25.1%0%Source: The State of the American Traveler, Destination Analysts, Inc.20%40%60%

Executive&Summary(cont.)PurchasingMobile PhonesQuestion: Now, please thinkabout purchases made withyour mobile phone. In thePAST TWELVE (12)MONTHS, which of thefollowing have youHotel or motels stays28.3%Restaurant bill22.4%Attraction tickets18.1%Airlines or airfares17.5%Concerts, sporting events, festivals tickets16.3%Travel packages8.4%Peer-to-peer lodging (e.g., AirBnB)7.3%Cruise fares/tickets 4.2%purchased using your mobilephone?Tours (guided) 3.5%NONE OF THESE49.1%0%Source: The State of the American Traveler, Destination Analysts, Inc.10%20%30%40%50%

Destination Analysts’Mobile AddictionTest Scored on 6 questions on: Behaviors and emotionsregarding mobile phones Based on standard addiction selfassessment test methodologies Each respondent scored from 1 to100 Measured four times: January 2015October 2016October 2017October 2018

Very LikelyLikelySomewhatLikelyUnlikelyVeryUnlikely

THANK YOU!

SPOTLIGHT SEGMENTTHE NEW TRIPADVISORMobile FirstPresenter: Steven Paganelli, CDME

The New TripAdvisor:Mobile FirstSteven Paganelli, CDME

TRIPADVISORAND THE MOBILE MIGRATION

“By 2021, mobile will representnearly half of all digital travel sales.”eMarketerSource: eMarketer, June 2017

The Rise & Fall of 10.00%0.00%Desktop2015Mobile20162017Tablet201842

Platform Usage by CountryOn TripAdvisorUnited hinaSouth Korea0.00%20.00% 40.00% 60.00% 80.00% 100.00% 120.00%43

Mobile Travel SpaceUS MarketMonthly Average Mobile Unique VisitorsQ1 2017 – Q3 2018TripAdvisor 44.450,00040,00030,00020,000Expedia 18.0B.com 14.110,000H.com 9.2Priceline 9.2Marriott 8.1Hilton 7.1Airbnb 9.3Trivago 6.6Hotwire 3.0IHG 4.5Hotel Suppliers44Source: JumpshotOTAsMeta & Vacation RentalsQ3 2018Q2 2018Q1 2018Q4 2017Q3 2017Q2 2017Q1 2017Q3 2018Q2 2018Q1 2018Q4 2017Q3 2017Q2 2017Q1 2017Q3 2018Q2 2018Q1 2018Q4 2017Q3 2017Q2 2017Q1 2017-

The Trend Among DMOsRising Investments on Mobile Destinations steadily increasing ratio of mobile investments Americas slightly outpacing non-Americas DMOs Americas Destinations on-track to top 40% in 201945

The Trend Among DMOsRising Investments on 52016Global DMOs20172018Americas DMOs46

INTRODUCING:YOUR TRIPADVISORA NEW WAY FOR COMMUNITIES AND TRAVELERS TO CONNECTAND SHARE THE WORLD AROUND THEMCompany Confidential47

The Changing Needs ofOur Global CommunityCompany Confidential48

Evolving to Meet Consumer NeedsTo Also:From:Anonymous advice.Writing reviews.Reviewing individual places.Searching and digging.Researching and planning.One size fits all.Personal connections & recommendationsExpressing myself with photos & videosSharing my collective travel storyAssistance in finding just what I wantExploration and discoveryPersonalized experience

The World’s Largest Travel Site is Becoming theWorld’s Most Personalized & Connected Travel Community New homepage: Combines industry-leadingreview content with relevant, useful advicefrom each member’s handpicked communityTravel feed: Machine learning personalizeseach traveler’s feed based on the friends,experts and influencers they followEnhanced consumer experience:Designed to power the travel community soeach member can connect, share and findexactly what they need to make the rightchoices for them

New Features of the Travel Feed Brand Profile: Establish your profile andstart building your community of travelersUse New Engagement Tools: Like postsfrom others, follow other brands andinfluencers, and repost content fromother partnersCreate & Tag Content: Share brandedcontent with your audience and tag it to yourproperties as appropriate to increasevisibility to the communityDirect Messaging: Similar to “Questions &Answers” – start communicating withtravelers and driving deeper loyalty andengagement

Beta UpdateBy the Numbers76900312.3K1.5KPublishers 3KArticlesPhotosReviewsTripsVideosCompany CompanyConfidentialConfidential53

Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. May 2015Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. May 2015

Visit TripAdvisor Insights forTripAdvisor Tools and Best PracticesTripAdvisor.com/Insights@TripAdvisorB2B55

Get Started: Build Your Profile

Get Started: Follow Others & Build YOUR FollowingGrow your community:Follow other experts and trustedtravel brandsFollow other influencers that matterto your brand/youGrow your community by engagingwith regular travelers or diners

Get Started: Share Great ContentVideoLink PostsPhotos

What is Not Changing Management Center: This continues to be theplace to manage your TripAdvisor listingsReview & Photo Moderation: These willcontinue to be moderated prior to posting onindividual listing pagesNotifications: Review & Photo notificationswill continue; Future Phase will includenotifications for new content typesResponses: Question & Answers,Management Responses and Review / PhotoReporting remain the same; Direct Messagingnow more prominentContent Policies: All content must meetTripAdvisor policies and can be reported if itdoes not

We’re the World’s LargestTravel Community455MILLION600MILLION310 NEWCONTRIBUTIONS455 MILLIONUNIQUE MONTHLY USERSREVIEWS & OPINIONSPOSTED EVERY MINUTEAPP DOWNLOADS49 MARKETS28 LANGUAGESACROSS THE GLOBE

Q&A

The State of the American Traveler: Mobile EditionResearch, slides and otherresources will be available sts.com