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Hitwise Intelligence - Sandra Hanchard - Asia Pacific

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TripAdvisor Amongst Top 10 Travel Websites - Singapore

September 28, 2007

Visits to user-generated review website, TripAdvisor increased by 61% between January 2007 and August 2007 within the Hitwise Travel - Destinations & Accommodation industry in Singapore. TripAdvisor now ranks within the top 10 travel websites visited by Singapore Internet users, at 8th position for the week ending 15 September 2007.

TripAdvisor briefly overtook AsiaRooms.com at top position in the Destinations & Accommodation industry between the weeks ending 25 August 2007 and 8 September 2007, and now sits closely behind at 2nd position with 4.68% market share. Singapore Internet users appear to be eager for non-commercial travel advisory services, with Uniquely Singapore, the official tourist information website provided by the Singapore Tourism Board, at third position with 3.15% share, and Lonely Planet, a travel guide, ranked at 8th position with 1.26% share for the week ending 15 September 2007.

Clickstream data indicates that while Google.com and Google Singapore have been key online traffic drivers to TripAdvisor, websites that have significantly increased their contribution of traffic to TripAdvisor since January 2007 include, Facebook, Gmail, Yahoo! Singapore Search, and Travel China Guide.

Hitwise Search data provides insight into the destinations that Singapore Internet users are researching; the top destination-related searches to TripAdvisor amongst 2,718 search terms for the 24 weeks ending 15 September 2007 included, 'bintan lagoon', 'phuket forum', 'rainbow hotel taipei', 'traders hotel singapore', 'garden hotel Singapore', and 'holiday inn atrium'.

Search data also reveals that Singapore travelers are seeking travel options at both the budget and premium segments of the market. While users were likely to search on 'cheap accommodation', 'cheap hotels in singapore' and 'cheap hong kong hotels'; travelers also sought, 'luxury travel', 'luxury hotels' and 'luxury tours'.