Embracing customer opinion Andy Phillipps Chairman

2 My bias: Founder/CEO of Active Hotels 1999 – Launched hotel reviews in 2000 – CEO of Priceline non-US business – Merged Active / Bookings BV to form Booking.com Chairman of Toptable Chairman of Reevoo

Who is Reevoo? | Reevoo in numbers pieces of Reevoo content used by consumers each month 750 million countries where Reevoo services are deployed 18 businesses use our social commerce services 150+ average sales uplift from our services 18 %

Who is Reevoo? | Example Clients

5 The benefits of using reviews Some dilemmas of using reviews: – Passive versus Active – In house or 3 rd Party brand – Bad reviews Beyond Reviews Agenda

of people read reviews before booking. 88 % Fly Research, September 2011 Beyond the basics | Reviews are integral to travel bookings

7 Beyond the basics | Optimised hotel reviews increase conversion 3x 7

8 Beyond the basics | Optimised reviews increase traffic from all sources 8

Example of Destination Reviews 9

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11 The benefits of using reviews Some dilemmas of using reviews: – Passive versus Active – In house or 3 rd Party brand – Bad reviews Beyond Reviews Agenda

12 Beyond the basics | Proactive engagement makes a huge difference One company asked for reviews and the hotel scored Scores for the same selection of hotels on two different sites: One company waited for reviews and the hotel scored 7.3 out of ten 8.6 out of ten 12

13 Beyond the basics | Proactive engagement makes a huge difference Passive collection 26 % of reviews are negative (below 5/10) Proactive collection 6%6% of reviews are negative (below 5/10) 13

More content equals more conversions CONVERSION RATE (%) REVIEWS PER PRODUCT PLUS: an ongoing informal review

Is it important to use an impartial 3 rd party to collect reviews? 70% 60% 50% 40% 30% 20% 10% 0% VeryQuiteNot Consumers prefer a 3 rd party to authenticate content

trust reviews more when they see both good and bad scores. 68 % Bad reviews are good for business? 95 % suspect censorship or fake reviews when they don’t see bad scores.

17 Displaying bad reviews increases conversion rates Conversion rate (%) Reevoo Insight Research, Normal consumer Consumer seeking negative reviews

18 The benefits of using reviews Some dilemmas of using reviews: – Passive versus Active – In house or 3 rd Party brand – Bad reviews Beyond Reviews Agenda

Social conversations | Ask a Guest: confirmed guests help bookers

Social conversations | … and across the social web

21 4.8x time on site 3.2x pages viewed per visit 1.5x visitor return rate within 1 month 2.5x conversion rate Social conversations | Engagement and conversion increase on your site… 21 1,300% increase Conversion rate increase if your question is answered

22 Social data | Actionable insights from customer feedback data 22 Sleep quality Cleanliness Service

23 The future of social CRM Reviewers Conversations Reevoo IQ Suite Engaged Brand Consumers Driving Sales UserChallenges Reevoo is unique in being able to provide quantitatively significant, near real time, consumer engagements at the level of the: Product Individual Verified owner/traveller/user Benchmarked across our network Consumer Panels Virtual Focus Groups Question a consumer Benchmarking Advocate and detractor i.d. Product & Service Insight What are consumers saying? Who is saying it? Why are they saying it? CMO SVP Product SVP Customer Services SVP Insight SVP Buyer

24 Summary Review content can dramatically increase sales – Being proactive brings benefits – Authenticity important – Manage feedback but don’t suppress it Ongoing conversations: – Add value to future customers – And to your business This needs to be integrated into your business