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While Remaining Cautious About the 2012 Economy, 50% of British Hoteliers Expect
to be More Profitable in 2012 According to TripAdvisor Business Survey

LONDON, February 21, 2012 - TripAdvisor, Inc. [ ] (NASDAQ: TRIP), the world's largest travel site*, today announced the results of the annual TripAdvisor Industry Index - one of the world's largest hotel business surveys, incorporating responses from more than 9,000 accommodation owners and managers worldwide, of which 1,100 were UK owners. The Index, TripAdvisor's first of this size and scale, gauges the industry's outlook for the year ahead.

Among the survey's key findings: 85 percent of UK accommodation owners report being profitable in 2011, making the UK the third most profitable region surveyed. UK respondents are also optimistic about their businesses' profitability in 2012 with 50 percent expecting to be more profitable this year, as compared to a global average of 58 percent.

UK accommodation owners were less optimistic about the general economy however, with only 19 percent of respondents believing the economy will improve in 2012. Compared to the global average of 38 percent, it seems British hoteliers are sceptical about the economic recovery, with 65 percent of respondents stating that concerns about the economy have influenced financial planning for 2012.

This cautious approach extended to hiring plans, with just 12 percent of UK respondents saying they are planning to create new jobs, trailing the global industry average of 22 percent. Less than half of the UK's hospitality industry plans to engage with travellers using mobile devices in 2012, one of this year's emerging travel marketing trends, putting them behind the global response of 53 percent.

"The TripAdvisor Industry Index reveals a scepticism among UK accommodation owners. Despite being one of the most profitable regions in 2011, they are cautious with their business plans for 2012 due to concerns over the country's economic recovery," said Christine Petersen, president of TripAdvisor for Business.

The TripAdvisor Industry Index reveals the hospitality industry's top trends, ranging from hotel representatives' economic outlook and plans to engage travellers using mobile devices to property investments and the top deals hoteliers and other accommodation owners plan to offer their guests.

Social and Mobile Marketing: Engaging Travelers Online and "On the Go"

Social media marketing: U.K. WORLD
Expect social media marketing budget to increase in 2012 (of those who had such a budget in 2011)

Plan to monitor social media for mentions of the property 64% 76%
Plan to respond to guest reviews about their property on TripAdvisor 82% 87%
Mobile marketing:

Plan to offer a program to engage travellers using mobile devices (e.g., a mobile app, special offers on mobile, booking through a mobile device) in 2012


Plan to offer a program to engage travellers using mobile devices for the first time in 2012


Property Investments: Renovations and Acquisitions

Planning to purchase/build new accommodation properties in 2012 9% 17%

Services and Amenities: Free or Fees

Plan to add services or amenities in 2012 23%
Foresee adding fees for services or amenities in 2012 10%
Plan to offer free in-room Internet access to guests in 2012 82% 77%

Top Deals and Special Offers: Attracting Guests in 2012

Discounts on rooms 53% 52%
Special amenities/services (e.g., free Wi-Fi Internet access) 48%
Free parking 37% 32%

"Hoteliers' plans to engage with travellers using social media and mobile devices are also important trends this year," said Petersen. "While it's encouraging to see so many planning to respond to online guest reviews in 2012, TripAdvisor's data show that only 15 percent of property reviews currently have management responses. The owners and managers who follow through on plans to respond to reviews will have an advantage over their competition."

For more data from the TripAdvisor Industry Index, please download the report from the TripAdvisor for Business blog [ ].

The TripAdvisor Industry Index survey was designed in conjunction with Brainbox Research and conducted from Dec. 21, 2011 - Jan. 4, 2012. The survey was sent by email to a random sample of global accommodation owners and managers and generated 9,441 completed responses worldwide. Some of the questions in the survey were offered in a "select all that apply" format and therefore result in responses that yield percentages totaling a number greater than 100 percent.

About TripAdvisor

TripAdvisor, Inc. (NASDAQ: TRIP) is the world's largest travel site, enabling travellers to plan and have the perfect trip. TripAdvisor(R) offers travel advice from millions of travellers and a wide variety of travel choices and planning features with seamless links to booking tools. TripAdvisor-branded sites make up the largest travel community in the world, with more than 50 million unique monthly visitors*, and over 60 million reviews and opinions. The sites operate in 30 countries worldwide, including China under [ ]. TripAdvisor also operates TripAdvisor for Business, a dedicated division that provides the tourism industry access to TripAdvisor's millions of monthly visitors.

TripAdvisor and its 18 subsidiary travel sites, operated by TripAdvisor Inc., attract more than 65 million unique monthly visitors**.

TripAdvisor and the TripAdvisor logo are trademarks or registered trademarks of TripAdvisor Inc. in the U.S. and/or other countries. All other trademarks are the property of their respective owners.

(c)2012 TripAdvisor, Inc. All rights reserved.

*Source: comScore Media Metrix for TripAdvisor Sites, Worldwide, August 2011 **Source: comScore Media Metrix for TripAdvisor Inc. and its subsidiaries, Worldwide, August 2011


Stephanie Boyle
+44 (0)20 3194 2157

Web Site:


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Also See: TripAdvisor Business Survey Reveals U.S. Hotels Optimistic on 2012 Economy Reflecting Data Indicating that 1/3 of U.S. Travelers have Plans for Increased Travel Spending in 2012 / Febraury 2012

TripAdvisor Reveals Asia's Best Hotels with 2012 Travelers' Choice Awards; 16 Asian Countries Recognized by TripAdvisor Travellers / January 2012

TripAdvisor Reveals World's Best Hotels with 2012 Travelers' Choice Awards; 10th Year of Awards Honors the Most Outstanding Properties, Now Expanded to 30 Countries and 8 Regions Worldwide / January 2012

Expedia, Inc. Stockholders Approve Spin-Off of TripAdvisor, Inc.; Transaction Expected to Close on or about December 20, 2011 / December 2011

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TripAdvisor Launches New Widget Centre Simplifying the Use of TripAdvisor Content for Hospitality Industry Business Sites; Offers Free Online Marketing Tools / September 2011

Expedia Offers Hoteliers Tips on Tapping Into the Expansive Growth of International Travelers to the U.S.; Spending in June 2011 was $1 billion Higher than Same Period One Year Ago / September 2011

Expedia Reveals 2011 “Insiders’ Select” List Featuring the World’s Top Hotels for Quality and Value; 500 Hotels Earn Designation as Insider Select Properties / May 2011

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