Professional Documents
Culture Documents
Expedia.com
Expedia.com
Expedia.com
Arthur Hoffman
MD, Expedia Australia
1
Overview
• Launched late Dec 06 on Exp
AU and Exp CA, as part of
global pilot
• TripAdvisor is the largest travel
community in the world with
more than 20 million unique
monthly visitors over 5 million
reviews
• Consumers are hungry for
information. They want
relevant, timely and useful
content.
• TripAdvisor has a large
Australian user base of 100,000,
and contains over 26,000 2
reviews written by Australians
Why?
Researching
Inspiration Booking Pre-Trip Post-Trip
Shopping
16%
14%
• Longer booking window 12%
10%
8%
6%
4%
2%
0%
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Content Moderation
Expedia.com.au
• Real Expedia customers that experienced service/product in the past 6 months
• Every Review is checked by Expedia’s Customer Review Team
• Editorial guidelines;
– Relevant
– Recent
– No inappropriate language
– No name specific employees
TripAdvisor
• Every review is read by person trained in fraud protection
• Editorial guidelines;
– Family friendly
– Unique and independent
– Individual from a traveller’s perspective
– Non-commercial
– 5
Written by someone older than 13
– Written with standard e-mail etiquette and submitted via valid email address
A fair go for customers and hotels
From
6
A batty experience?
From
User Feedback
Management’s Response
7
Serious reviews are taken seriously
From
User Feedback
Management’s Response
8
What’s next?
• Video content