TripAdvisor 2015 Annual Report Download - page 8

·Rich User-Generated Content. Webelievethatthebesttravelcontentcomesfromthewisdomandinsightofarobustcommunityoftravelers.We
leverageuser-generatedcontenttopowertravelplanningbyallowingmemberstocreatereviewsandshareopinionsonhundredsofthousandsof
accommodations,destinations,attractionsandrestaurants.Asevidencedbythegrowthofourbusiness,thistypeoftravelplanninghasbeen
embracedbytravelers.Topromoteanenthusiasticreviewercommunitythatcontinuestoprovidevaluablecontentandpromotesourbrand,wehave
launchedseveralprogramstorecognizereviewercontributions,includingsitebadges,helpfulvoterecognition,andotherfeatures,allofwhich
highlightthecurrentandhelpfulreviewsandopinionsavailablethroughouttheTripAdvisorcommunity.
·Technology and Innovation .Productinnovationandspeedtomarketareourtwomostimportantprioritiesinordertocreateanincreasinglyrich
userexperience.Wehaveweeklyengineeringreleasesthatcontainnewproductsandfeaturesforourwebsitesandmobileapps.Somerecent
examplesofthisproductinnovationinclude:JustForYou,whichdeliversusersamorepersonalizedhotelshoppingexperience;instantbooking,a
featurethatenablesuserstocompleteahotelreservationwhileremainingontheTripAdvisorwebsite;hotelmetasearch,whichenablesuserstosee
real-timeavailabilityandcomparepricesfromhundredsofpartnerwebsites,withoutrequiringtheusertovisitanotherwebsite;andTripConnect,
whichenablesindependenthotelierstocompeteforleadsonTripAdvisor.Ourongoingcommitmenttoinnovationalsoextendstocontent
syndicationandreviewcollectionpartnerships,asweleverageourtechnologyandcontentforthebenefitofotherwebsites.Inaddition,weutilize
manualandelectronicfrauddetectioninordertomaintainthequalityandauthenticityofuserreviews.
·Global Reach .Weareaglobalcompany,boththroughthereachofourportfolioofbrandedwebsitesandthroughourin-marketstaffingin24
countries.AsofDecember31,2015,wehad1,530employeesbasedoutsideoftheUnitedStates,representing51%ofouremployeepopulation.As
ofDecember31,2015,wehadbrandedwebsitesin46countriesoutsidetheUnitedStatesin28languages.Wehavenearly990millionreview
translations,andarecommittedtocontinuingtoimprovethein-countryuserexperienceandthelocalcontentcoverageforallofourpoints-of-sale.
Webelievethattheuniversally-relevantcontentandcommunityofourcoreTripAdvisorplatformandourotherbrandsuniquelypositionusto
appealtotravelersthroughouttheworld.
Our Strategy
Weleveragesignificantinvestmentsintechnology,operations,brand-building,andrelationshipswithadvertisersandotherpartnerstoexpandourbusiness
andenhanceourglobalcompetitiveposition.Theseinvestmentshaveenabledusto,amongotherthings,aggregatealargebaseofconsumerreviews,inavarietyof
languages,acrossourglobalplatformofwebsites.Wecontinuetofocusonthefollowingareastogrowourbusiness:
·Continuing Technology Innovation. Webelieveourabilitytoinnovateandtoprovideadditionalfunctionalitytoourwebsitesandappsacrossall
deviceswillenableustocontinuetodeliveranindustry-leadinguserexperience.Ourinnovationculturesupportsbringingproductenhancementsto
marketatspeed.Indoingso,webelievethatwecancontinueto,amongotherthings,growcontent,usage,loyaltyandengagement,aswellasto
enhanceourcompetitivepositioning.
·Enhancing Community-Driven Platform. Wegrowbrandawarenessandmemberacquisitiononsocialmediachannels,includingFacebook,Twitter
andothersocialmediaplatforms.Webelieveoursocialintegrationandpersonalizationinitiativeshelptodriveusageof,engagementwith,and
contentcontributedto,ourproducts.UserscansharetheirreviewsandratingswiththeirfriendsthroughFacebookConnectandalsocanpublish
theirTripAdvisorcontenttotheirFacebooktimelines.Additionally,ourJustForYoupersonalizationfeaturegivesuserspersonalized
recommendationsbasedonfriends’reviewsandratingsaswellasinformationcollectedaboutuserpreferencesinselectinghotels.
·Improving the User Experience. Westrivetoimprovethetraveldiscoveryandbookingexperienceaswellashelpusersdiscoverandbookplacesto
eatandthingstodowhiletheyareonthetrip.Forexample,in2013weintroducedhotelpricecomparison,orhotelmetasearch,whichenablesusers
tofindreal-timeavailabilityandthelowesthotelroompricesfromhundredsofpartnerwebsites,withoutrequiringtheusertovisitanotherwebsite.
Startingin2014andthroughout2015,wealsorolledoutourhotelinstantbookingfeature,forhotelsacrossourU.S.andU.K.platformstoallusers
onalldevices.Inadditiontopricecomparisonandbookingcapabilities,weofferuserreviews,photos,roomtips,managementquestionsand
answers,maps,andfilteringtoenableuserstofindthebestaccommodation,attractionorrestaurantforthem.
·Investing in Traffic Growth. Webelievethatourtravelproductsareexcellenttoolstohelpalltravelersplanandbooktheperfecttrip.Weseekto
amplifyourglobalbrandandproductsthroughvariousonlineandofflinemarketingchannelstoincreasethenumberofuserswhonavigatetoour
siteeitherdirectly,alsoknownasdomaindirecttraffic,orfromothermarketingchannels.Weleverageanumberofofflineadvertisingchannels
including:permanentbrandingcampaignssuchasTripAdvisor-brandedtravelawards,certificates,stickersandbadgesandtelevisionadvertising.
Wealsoleverageanumberofonlineadvertisingchannelsincluding:customerrelationshipmanagementemailcampaigns,orCRM;social
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