Ernst Teunissen
Analyst · Truist Securities. Your question, please
Yes. Thank you for the question. Let’s talk about Experiences first. Experiences was a tremendously strong year in 2021 and a very strong return to pre-pandemic levels in that business. We saw – it’s traditionally in this business, we had very strong city consumption and – of Experiences, strong international consumption of Experiences. And last year, we saw the opening up of a very strong U.S. domestic business in parallel or in replacement in large part, which was a business we hadn’t tapped into so much. So we grew strongly domestic use cases of Experiences. The jet ski in Florida, the canoe on the Colorado River, a helicopter tour in Hawaii and that drove very strong growth for us. We also, as you alluded to, flexed our marketing spend in this area, to a very great effect. We were able to get a lot more revenue by stretching our payback period just a little, and this was a huge success. So we feel we’ve taken significant share in a market that pre-pandemic was growing at very high levels. And we are positioned really well with our Experiences business going forward. These various initiatives that you asked about that we have in place and levers that we have in this business, we talked in our shareholder letter about one exciting new product, which we accelerated for our operators, which is called accelerate. And this is an opportunity for our operators to profile themselves more on the platform and this has created great results for us, not only in bookings, but also in our take rate. Other initiatives, we have really improved the quality of the products that we have, the Experiences products that we have and how we show them to our users. A real focus on quality and showing only the best Experiences to our users, which has resulted in great conversion gains. The last thing I would highlight is a strong focus on our app for Viator. We are indexing on our – we are under-indexing on our app usage, but have made great strides in developing that product over the last year and see tremendous opportunity going forward. One important feature of the Experiences and shift in the Experiences businesses is that increasingly, consumers are one, investing in Experiences rather than the place they stay or the travel to the place they stay, especially with millennials, that’s a huge trend. A second important trend that we are seeing and tapping into is an increasing flexibility to book Experiences, really, while in-destination. And the app is a critical tool for us there. And so we’re investing significantly in our app capabilities. On Dining, the leverage that we have there is still increasing the penetration. We are with TheFork, indexing heavily towards Europe. We’re a European business with TheFork. And Europe is underpenetrated in terms of restaurant reservations compared to, for instance, the United States. And there’s a lot of opportunity still to go penetrate countries more deeply, go to secondary, tertiary cities and sign up restaurants there and to increase the user base that we have and the loyalty of the user base and those are all areas where we invest. Another exciting area around Dining is we’re investing more towards more fintech type of applications. We have launched a payment option for pay on the app – to pay on the app for your dinner when you’re in a restaurant, integrated with the restaurant, which is a very exciting way of creating stickiness and loyalty. And the other area where we have invested is in gift cards, which allow us to further penetrate the market and leverage all of the word-of-mouth of the great service that we provide. So levers are differentiating towards more fintech products, deeper penetration into markets, UK, Germany, markets where we’re under-indexed, we’re investing in. And so we have for both of those businesses, a huge TAM ahead of us. 80% off-line in Experiences still, a huge TAM ahead of us and, we think the competitive position to really take advantage of this market. And so we’re bullish on both businesses. And as we highlighted in our shareholder letter, continuing to invest in these businesses for long-term value creation for TripAdvisor and shareholders.