Phước

Business segment
TripAdvisor organizes its activities into two four activity segments:

Hotels: includes the Company operating an online hotel reservation portal and providing related hotel
services, as well as the sale of various online advertising solutions.

Tourist attractions: includes the Company providing information and services to research and book
destination activities around the world, mainly through its Viator unit.

Restaurant: Including the Company providing online and mobile restaurant reservation services.

Vacation rental: includes the Company's activities on the vacation real estate rental portal.

resources
The primary function of the primary resources and assets in the underlying business model is to
reinforce the indirect effects of this central business model. For TripAdvisor, these are the reviews
(content) and their inventory (the number of hotels and restaurants that attract reviews and pre-
booked). Other important resources, such as websites and mobile apps, are there to provide a customer
experience, all to effectively minimize conflicts.

NHI

About Tripadvisor
Tripadvisor is the world's largest travel platform, which was founded by
Stephen Kaufer in February 2000, helping 463 million travelers each
month and making every trip their best trip. Travelers across the globe use
the Tripadvisor site and app to browse more than 859 million reviews and
opinions of 8.6 million accommodations, restaurants, experiences,
airlines and cruises. Whether planning or on a trip, travelers turn to
Tripadvisor to compare low prices on hotels, flights and cruises, book
popular tours and attractions, as well as reserve tables at great restaurants.
Tripadvisor, the ultimate travel companion, is available in 49 markets and
28 languages.

Channels
Channels owned by Tripadvisor

- Tripadvisor website

- Tripadvisor app
- Through their sales teams to other businesses (B2B), i.e. hotels,
online travel agencies, restaurants, etc

- The subsidiaries and affiliates of Tripadvisor own and operate a

portfolio of websites and businesses, including these following
travel media brands:

 www.airfarewatchdog.com 

 www.bokun.io

 www.bookingbuddy.com 

 www.cruisecritic.com
  www.familyvacationcritic.com

 www.flipkey.com,www.thefork.com (including www.lafourchette.co
m, www.eltenedor.com, www.restorando.com, and www.bookatabl
e.co.uk)

 www.holidaylettings.co.uk

 www.holidaywatchdog.com

 www.housetrip.com

 www.jetsetter.com

 www.niumba.com

 www.onetime.com

 www.oyster.com 

 www.seatguru.com

 www.singleplatform.com

 www.smartertravel.com

 www.tingo.com

 www.vacationhomerentals.com

 www.viator.com

Ads channels
 - Google, Bing
- Traditional brand advertising channels, like TV, radio,
magazines, etc
- By having their brand assets displayed by hotels

Other

- App store, Google play store

- Social media (Facebook, Instagram, Twitter, etc)
- Tripadvisor Youtube channel

- Tripadvisor B2B channel

 - Youtube advertising
- Tripadvisor trip guides

TripAdvisor Travel Guides help you find great things to do in destinations

around the world. Travel Guides give you tips, ideas, background
information, and local points of view to help you plan your perfect trip.

They are denoted by the text “exclusively commissioned by TripAdvisor” in

the header of the guide. They cover specific topics and locales, are formally
commissioned by TripAdvisor, and are subject to significant additional,
detailed editorial and review requirements and processes, including quality
checks, grammatical review and company editorial review, in order to be
published on TripAdvisor. These particular guides are commissioned
content created as a work for hire, and are owned by TripAdvisor. 

Commissioned Guide Examples: Venice Off the Beaten Path, 3 Days in

Barcelona, Guide to Dublin for Families
 - Tripadvisors Forum (Where customers have space to share their
experience and feedbacks and Tripadvisor staff could reply for some
in need)

Revenue streams
Year ended December 31,

. 2019 2018
Major products/revenue sources (1): (in
millions)
Hotels, Media & Platform
Tripadvisor-branded hotels $ 779 $ 848
Tripadvisor-branded display and platform (2) 160 153
Total Hotels, Media & Platform 939 1,001
 Experiences & Dining 456 372
Other (2) 165 242
Total Revenue $ 1,560 $ 1,615

(1) Our revenue is recognized primarily at a point in time for all reported segments.
(2) Including CPM, display advertising and subcription
(3) Other consists of the combination of our Rentals, Flights/Cruises/Car, SmarterTravel and
Tripadvisor business units and does not constitute a reportable segment.

The Company had $1.560 billion in revenue for the year ended December
31, 2019, of which $779 million was hotels related, $160 million was
display and platform related, $456 million related to experiences and
dining and $165 million of other revenue. Each of these categories of
revenue has multiple 62 revenue streams and the Company’s processes
and information technology (IT) systems differ between each revenue
stream.

1. Advertising business model:

o Click-based advertising (CPC) through the links from the hotel

pages to the hotel website’s booking page
o Display-based advertising (CPM) via banner ads
o Ads in the various other TripAdvisor websites
2. Transaction revenues:
o Direct booking of hotels through the TripAdvisor hotel pages
o Restaurants reservations through to the restaurant websites
(thefork.com)
o Attraction bookings through Viator.com
 o Cruise bookings
3. Subscriptions:
o For hotels/businesses to be able to have more control over their
business’ page in TripAdvisor (see above, e.g. make special
offers)
o Analytic and data services for business owners
o Vacation rentals are generally subscription-based. In case of
the free-to-list model, transaction revenues are incurred per
booking (which falls into 2)

ĐỨC
1. Key partners

Who are your most important partners?

- Content creators, The supply side, Online Travel Agencies, Hotels, Travel agency affiliates, Food
delivery platforms, General search engines and many other parners: Technology partners and
Lawyers.

Which key resources do you acquire from partners?

- Technology staff

Which key activities do your partners perform?

- Provide tourism services, write reviews and upload pictures on system, deliver food to
customers, sign up to the instant booking feature.

2. Key activities

What are the activities you perform everyday to create and deliver your value proposition?

- adding more valuable content & inventory (Enhance positive indirect network effects by
increasing: Fresh, candid reviews)
 - enhancing customer experience ( Use AI to filter relevant content to filter for location by
amenities or other criteria)
- enhancing the value proposition:

Enhance the value proposition: 

Generate demand

Improve the websites and the app  Search engine visibility

Observe industry landscape 

Observe the moves of the competitors

1. Value proposition