Your welcome Anirban, Here is some information that I have on them.
Andy
Tripadvisor (Trip)
Terms used in the industry.
CPC = cost per click
CPM = Cost per thou¬sand (the M is the Roman numeral for 1,000). What it’s mea¬sur¬ing is the cost per thou¬sand ad impres¬sions.
OTA = Online travel agency
SEM = Search engine marketing
IBE= Internet Booking Engines
CEO:
Steve Kaufer co-founded TripAdvisor in 2000 with the mission to help travelers around the world plan and have the perfect trip. Under his leadership, TripAdvisor has grown into the largest Web 2.0 company in the northeast and the largest travel site in the world. Steve now leads TripAdvisor, Inc., which includes 21 travel brands. Prior to co-founding TripAdvisor, Steve was president of CDS, Inc., an independent software vendor, and prior to that, was co-founder and vice president of engineering of CenterLine Software. The winner of the 2005 Ernst & Young Entrepreneur of the Year Award, Steve holds several software patents and has spoken at dozens of travel and high-tech conferences worldwide. Steve is on the board of directors at Glassdoor (www.glassdoor.com);
CFO:
Julie M.B. Bradley is responsible for overseeing corporate finance, investor relations, accounting, corporate development, human resources, and real estate at TripAdvisor. Julie previously served as senior vice president and chief financial officer of Art Technology Group (ATG), where she was responsible for managing all financial activities, investor relations, and global infrastructure. During her tenure, she guided the company to profitable revenue growth and ultimately oversaw the acquisition of ATG by Oracle. She was also named 2010 CFO of the Year Award Honoree by the Boston Business Journal. Prior to joining ATG, Julie was vice president of finance at Akamai Technologies. She started her career at Deloitte.
TripAdvisor the business:
Tripadvisor is the world’s largest travel site. It allows customers to plan a trip and provides travel advice from real travelers that have been there. Tripadvisor has more than 260 million unique monthly visitors and over 125 million reviews and opinions covering more than 3.1 million accommodations, restaurants, and attractions. They operate in 34 countries. They also operate TripAdvisor for Business, a division that gives the tourism industry access to monthly Tripadvisor visistors.
Tripadvisor operates 21 other website’s under these brands: www.airfarewatchdog.com, www.bookingbuddy.com, www.cruisecritic.com, www.everytrail.com, www.familyvacationcritic.com, www.flipkey.com, www.gateguru.com, www.holidaylettings.co.uk, www.holidaywatchdog.com, www.independenttraveler.com, www.jetsetter.com, www.niumba.com, www.onetime.com, www.oyster.com, www.seatguru.com, www.smartertravel.com, www.tingo.com, www.travelpod.com, www.virtualtourist.com, www.whereivebeen.com, www.kuxun.cn, and www.DaoDao.com.
Hotels
On Tripadvisor.com you can look at Hotels, Flights, Vacation Rentals, and Restaurants. When you click on the Hotel it allows you to pick the city you want to go to and then brings up different Hotels for that city. These Hotels will be rated by members of Tripadvisor and will have reviews. When you find the hotel you like and click on it you can put in the dates you want and click show prices which will allow you to see the different prices for the hotels. The prices you see are from different OTA’s (see terms above). You will not always see the cheapest price first, it maybe a higher price. The reason for this is that all of the OTA’s are bidding for the right to come up higher on the list. The more you pay for CPC the higher you will come up on the list. Bidding prices are fluid and can change depending on how much the OTA’s are willing to pay.
Flights
When you click on flights it will automatically let you pick flights with the OTA that pays the most cpc. For example if Priceline is the highest paying OTA then when you go to Flights it will come up automatically with Priceline. You can pick the other OTA’s by clicking on them. This will allow you to check prices and compare other flights through that OTA. But it isn’t always intuitive and some people may just go with the first OTA.
Vacation Rentals
When trying to rent a vacation rental you have your choice of many rental properties. Tripadvisor uses flipkey to co-ordinate this. Tripadvisor is aggressively going after this market by allowing people to advertise their property for free on their website and then when the booking is complete they charge 3% of what the rental fee is. This allows many people to rent their properties and not have to worry about any out of pocket fees.
Restaurants
They also give reviews on restaurants. Any city you are going to they will allow you to see the best restaurants in that location. This allows you to set up a seamless vacation.
More background on the business:
Tripadvisor made it clear in their Q3 2013 conference calls that they are not interested in being an OTA. They only want to be a facilitator for the OTA’s, allowing customers to shop for the best price. But the transaction will still be done by the OTA’s.
Tripadvisor IPO’d on December 21, 2011. They were a spin off from Expedia. This would allow them to provide a service to all OTA’s without any thought that they would be looking out for Expedia’s best interest. Tripadvisor was an early adopter of user generated content. They allow their members to post pictures and reviews on their trips. They also are linked with Facebook so people can post reviews and pictures there. I believe this provides them a shallow moat, the more people that go to Tripadvisor for reviews, and post more reviews, it keeps people coming back.
Visitors:
In 2011, Tripadvisor had 44 million monthly unique visitors with over 60 million reviews and opinions on over 550,000 hotels and accommodations and 900,000 restaurants and attractions. By third quarter 2013 they had 260 million monthly unique visitors with over 125 million reviews and opinions on over 3.1 million accommodations, restaurant and attractions.
Download of mobile app:
In 2011 TripAdvisor had 13 million mobile downloads of their mobile app. They also launched 23 mobile city guides for Android and iOS, which allowed access to TripAdvisor traveler reviews. By 3rd quarter 2013 they have reached 69 million cumulative app downloads and they have 26 North American city guides, 31 Europe city guides, 15 Asia and Australia city guides, 6 Central and S. America city guides, and 4 Middle East and Africa city guides.
Distribution of Revenue:
Fourth quarter 2011 revenue was distributed 52% in the U.S., 14% in the UK, and 34% in rest of the world. For the third quarter of 2013, revenue from North America was 51% of total revenue, 32% from Europe, Middle East and African region, 13% from the Asia-Pacific region, and 4% from the Latin America region.
Meta-Search
In Q4 2012, Tripadvisor launched their meta-search feature in an app for mobile phones. Meta-search allows searches across multiple independent search engines. This is how Tripadvisor is able to give the price of any product in real time. They found the app to be cumbersome because instead of being able to do everything in at one site you would click on a link and it would take you to one of the OTA’s sites. So they decided that in 2014 they would allow direct booking on all mobile phones along with the option of going to an OTA’s site to book their transactions. There are two reasons for this. One is what they call leakage, where a customer will go to book a room or flight and when taken to an OTA’s site with the cheapest price, they will just close down the purchase to go home and discuss it with their spouse. Then when they have made their decision they will just go to the OTA’s site and make their purchase. This will not provide a cpc for Tripadvisor. The second reason is that on a smart phone it is very cumbersome going from one site to another. It is much easier to just make the purchase on one website. This has been a drag on revenue while trying to cut over to the new meta model but they expect it to pick up. They just started advertising on TV and more ads should start appearing to help them get their name more in the public eye. They are going through four phases with the Meta Model. Phase one was adding meta hotel price comparison late last year. Phase two included refreshing the user interface and writing native apps on iOS and Android for speed and design. Phase three includes translating the app design components to the phone. And phase four, starting sometime in 2014, will aim to remove friction from the booking process, allowing travelers to make a reservation while staying on TripAdvisor. With the meta-search, Tripadvisor may let any hotel or chain advertise their rates, as long as they have an Internet Booking Engine (IBE). Some of the hotels that have an IBE are Marriot, Hilton, and
Intercontinental. For independent hotels two of the IBE’s that are already on the meta search are iHotelier, and Synxis.
Competition:
Expedia recently bought Trivago and Trivago is in competition with TripAdvisor. Priceline owns Kayak and Kayak is in competition with Tripadvisor. Steve Kaufer, CEO of Tripadvisor claims that he hasn’t seen any effect from either competitor. Looking and Trivago it looks like a well crafted website and might give Trip a run for their money, but looking at Kayak it just looks clunky and at this point in time I do not see any competition there.
Conclusion:
TripAdvisor is the leader in their industry. They have three ways of making money.
- Click based advertising
- Display based advertising
- Subscription, transaction and other.
The 3 / 4 of their revenue is in Click based advertising. They are very focused on selling hotels rooms and listening to the conference call you can tell that the CEO is willing to delay profits in order to grow the business. He is definitely engaged in the ins and outs of this business. One of ways that they look to penetrate new markets is to leverage their expertise in search engine marketing, or SEM. In mature markets, for instance, they tend to bid SEM to maximize profit, but in the emerging markets, they may bid to break-even or at a loss in order to build their brand, gain more users for their product, collect content and to scale more quickly.