TripAdvisor Research Project – Commissioned by Department of Tourism, Major Events, Small Business and the Commonwealth Games Findings on the Queensland from TripAdvisor Data, 2013-2015 January 2016 Report TripAdvisor: The World’s Largest Travel Site Over 6,000 unique users looking at reviews every second of every day 100 Million 2013 Reviews & Opinions m 75 Million 2012 Reviews & Opinions Over 1.5 Million Businesses Listed 2011 50 Million Monthly 2010 Unique Visitors 375 Million 35 Million Reviews & Opinions 2008 20 Million Monthly Unique Visitors 2005 over 90m 126,000 Members 1 Million Reviews & Opinions 2000 destinations 47 Domains in 28 languages TripAdvisor goes Live *Source: comScore Media Metrix for TripAdvisor Sites, worldwide July 2015, TripAdvisor internal data, Q3 2015 The World’s Largest Travel site TripAdvisor is the World’s largest travel site with 125m Unique Users in November 2015 EUROPE NORTH With Mobile AMERICA NORTH Desktop* AMERICA EUROPE 55.9m 32.2m With Mobile 47.4m 60.6m MIDDLE APAC EAST & 28.8m AFRICA 4.7m LATAM 12.5m Source: comScore November 2015 3 TRIPADVISOR ENGAGEMENT DEC 2014 – NOV 2015 4.50 20.0 4.00 18.0 16.0 3.50 14.0 3.00 12.0 2.50 10.0 2.00 8.0 Session Per User Session 1.50 6.0 1.00 4.0 0.50 2.0 Users) (Per PV& Session) (Per Mins 0.00 0.0 SEPT DEC- JAN- FEB- MAR- APR- MAY- JUN - JUL - AUG - OCT - NOV - - 2014 2015 2015 2015 2015 2015 2015 2015 2015 2015 2015 2015 Session per User 3.07 3.07 3.47 3.09 3.25 3.10 3.11 3.88 4.09 3.46 3.98 3.92 Minutes per Session 5.5 6.8 5.6 4.3 4.8 4.3 4.3 5.3 6.1 5.5 5.1 5.3 Page View per user 15 16 13 11 12 11 11 17 19 16 18 16 SOURCE: NIELSEN TREND REPORT, NOV 2015 AUDIENCE PROFILE (AU) MONTHLY: NOV 2015 GEO ACT 2% WA 12% NSW SEX 31% VIC 30% NT 50% 0% 50% QLD MALE SA 17% FEMALE 7% TAS 1% 28% AGE 19% 17% 14% 14% 7% 2% 2-17 18-24 25-34 35-44 45-54 50-64 65+ SOURCE: NIELSEN AUDIENCE REPORT NOV 2015 ALL ABOUT QUEENSLAND Global Interest in Queensland Content o The number of the international sessions viewing Queensland content on TripAdvisor has grown moderately in 2014 vs 2013 2013 2014 2015 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: TripAdvisor internal session data Local Interest in Queensland Content o The number of the international sessions viewing Queensland content on TripAdvisor has grown rapidly in 2014 vs 2013 o Overall the traffic has grown by 31% YoY 2014 vs 2013 2013 2014 2015 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: TripAdvisor internal session data Top 20 Markets Viewing Queensland in 2014 Queensland Content: Domestic vs. International United States 18.0% 2013 2014 United Kingdom 13.7% New Zealand 10.3% 31% 28% Japan 6.8% China 6.6% 69% 72% Singapore 5.4% Canada 3.5% Domestic Users International Users Germany 3.4% India 2.6% Malaysia 2.2% France 2.1% o In 2014, users in AU made up 72% of all Italy 1.9% domestic views on TripAdvisor, up from 69% Hong Kong 1.8% in 2013 Switzerland 1.4% o The United States is the largest The Netherlands 1.2% international market viewing Queensland Indonesia 1.0% content, followed by the UK and New Brazil 1.0% Zealand Spain 0.9% o Countries such as Spain, Taiwan and Taiwan 0.9% Russia had less than 1% each of views of Russia 0.9% Queensland content *In terms of total TripAdvisor sessions in 2014 9 Source: TripAdvisor Internal Session Data Top 20 International Cities Viewing Queensland o The top 3 international cities viewing Queensland in 2014 were Beijing, Auckland Region and Tokyo, which together made up a quarter of total international views of Queensland o Beijing and Guangzhou were the international cities that grew the most in 2014 versus 2013 in views of Queensland content on TripAdvisor % Top International Cities in Sessions % Year Over Year Growth in Sessions Beijing, China 8.6% Beijing, China +120% Auckland Region, New Zealand 7.9% Auckland Region, New Zealand +2% Tokyo, Japan 7.8% Tokyo, Japan +36% London, United Kingdom 5.5% London, United Kingdom +12% Hong Kong, China 4.7% Hong Kong, China +36% Christchurch, New Zealand 3.2% Christchurch, New Zealand +30% Kuala Lumpur, Malaysia 2.8% Kuala Lumpur, Malaysia -12% Wellington, New Zealand 2.4% Wellington, New Zealand +22% Taipei, Taiwan 2.3% Taipei, Taiwan +15% Los Angeles, CA, USA 2.1% Los Angeles, CA, USA +79% Bangkok, Thailand 1.6% Bangkok, Thailand +23% New York City, NY, USA 1.4% New York City, NY, USA -3% New Delhi, India 1.4% New Delhi, India +15% Mumbai (Bombay), India 1.4% Mumbai (Bombay), India +20% Hamilton, New Zealand 1.3% Hamilton, New Zealand +44% Jakarta, Indonesia 1.3% Jakarta, Indonesia +22% Toronto, Canada 1.2% Toronto, Canada +7% Shanghai, China 1.2% Shanghai, China +17% Guangzhou, China 1.2% Guangzhou, China +114% Manchester, United Kingdom 1.2% Manchester, United Kingdom +47% *In terms of total TripAdvisor sessions in 2014 10 Source: TripAdvisor Internal Session Data Destinations Viewed when Travellers have also viewed Queensland o The data below reflects the top 8 Countries viewed by US, UK, NZ and Japan travellers users who also viewed Queensland US Market UK Market New Zealand Japan Market Market China United States United States United States Italy China Fiji Thailand France Italy Cook Islands Indonesia United Kingdom Spain Indonesia Germany Spain France Thailand Mariana Islands Germany Germany French Polynesia Italy Canada Japan United Kingdom Malaysia Japan New Zealand Italy Philippines Source: TripAdvisor Internal Session Data 11 Top 20 Markets Viewing Queensland On Mobile China 57% 4% 39% Australia 38% 17% 45% Indonesia 41% 13% 46% o Of the top 20 countries, China, the Japan 40% 7% 53% Australia and Indonesia have the United Kingdom 23% 24% 53% highest share of Queensland views from Singapore 31% 15% 54% either a mobile device or a tablet Malaysia 30% 13% 57% United States 30% 13% 57% o A full 57% of views of Queensland Hong Kong 28% 12% 60% content from China come from mobile Spain 27% 13% 60% devices, while 24% of all Queensland Italy 26% 13% 61% views on TripAdvisor from the UK are on Switzerland 26% 13% 61% a tablet New Zealand 17% 21% 62% The Netherlands 20% 17% 63% India 29% 6% 65% Brazil 26% 7% 66% Canada 17% 16% 67% France 21% 12% 67% Germany 21% 12% 67% Mobile Tablet Desktop Taiwan 24% 7% 69% Source: TripAdvisor Internal Session Data 12 Australia Research vs. Booking Match Rate Global Markets According to the TripBarometer Report 2016, 65% of travellers will book their accommodation online in 2016; followed by 17% offline, 6% by mobile app, and 12% Other sources. The chart below represents the percentage of users within each of the main markets who began their online accommodation research looking at a hotel or resort in Australia, and ended up booking a hotel in Australia o 78% of Americans who began their travel research looking at a hotel or resort in Australia ended up booking in Australia while 22% booked in another non-US country o Under 84% of Chinese who began their travel research looking at a hotel or resort in Australia ended up booking in Australia while 16% booked in another country Country IP % Booked Country IP % Booked France 84.9% China 83.7% Germany 82.2% New Caledonia 85.2% Finland 81.5% South Africa 84.5% Spain 81.2% Malaysia 83.4% The Netherlands 80.0% New Zealand 82.5% Belgium 79.4% South Korea 82.3% United States 77.9% India 81.1% Italy 77.7% Indonesia 79.1% Canada 76.2% Japan 78.3% Austria 75.6% Singapore 77.4% United Kingdom 74.7% Taiwan 76.6% Ireland 69.1% Philippines 73.7% United Arab Emirates 67.9% Thailand 69.8% Brazil 64.2% Vietnam 64.5% Source: TripAdvisor Internal Site Data 13 ADVANCE BOOKING AND STAY DURATION Travel Planning Cycle Top 10 International Markets This data is based on the search patterns of travellers within the Top 10 International Markets o Travellers from the United Kingdom, Germany and the Netherlands book their holidays to Queensland more than 100 days before they travel probably due to cost and distance of travel o Interestingly, users from nearby countries, such as New Zealand, Malaysia or Singapore, plan and book their Queensland holidays more than 2 months in advance of their travel dates 115.41 United Kingdom 115.87 104.94 Germany 106.87 102.34 The Netherlands 99.04 101.50 Switzerland 110.88 92.93 France 92.58 90.93 Canada 99.97 87.88 New Zealand 75.78 85.89 United States 90.47 82.68 Italy 89.51 74.46 Malaysia 73.72 74.10 Japan 78.31 66.00 China 69.78 64.14 India 61.69 61.23 Singapore 66.05 Queensland All Other Australia Source: TripAdvisor Internal Site Data 15 Average Travel Duration Top 10 International Markets This data is based on the search patterns of travellers within the Top 10 International Markets o Travellers from Italy and the United Kingdom stay in Queensland the longest out of the top 10 international markets viewing Queensland, on average longer than 5 days, most likely due to the long distance travel o However, users from Singapore and China tend to stay fewer days in their trips to Queensland 5.36 Italy 5.71 5.16 United Kingdom 5.40 4.98 New Zealand 4.01 4.91 Canada 4.71 4.84 France 5.14 4.39 Germany 4.19 4.36 United States 4.35 3.95 The Netherlands 4.27 3.86 Switzerland 4.10 3.61 India 4.52 3.55 Malaysia 3.79 3.50 Japan 3.66 3.30 China 3.48 3.25 Singapore 3.42 Queensland All Other Australia Source: TripAdvisor Internal Site Data 16 Travel Planning Cycle and Average Travel Duration Top 10 International Markets; By Queensland Region o International users tend to book their holidays to Whitsundays on average 102 days before they travel and spend 4.2 days there o On the contrary, travellers to Gold Coast spend on average