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May 24th, 2013

Dr. Andreas Schräder

Group Senior Director

International, Mobile and New Ventures

How Mobile Will Change the Way You Sell Travel

1

Mobile Changes Online Travel

How

When & Where

What

2

Mobile Changes Online Travel

How

When & Where

What

3

We Experience a Fragmentation of Relevant Devices

PC/Mac PC/Mac

PC/Mac

iPhone

iPhone

iPad

iPad

Android Phone

Android Tablet

Other Other Other

2010 2012 2015

Chart Title Online Travel Bookings and Technology

4

Some Think Tablets Work as PCs

5

They Don‘t – And We Should Not Ignore This

6

Apps Matter – To Users ...

Total Mobile App and Web Duration On Android and iOS M

inute

s Spent

Per

Month

(Bill

ions)

7

... And Businesses

Ocasional or 1st time users

Advanced and repeat users

Marketing focused on transactions

Marketing focused on downloads and engagement

8

Mobile Changes Online Travel

How

When & Where

What

9

Mobile Devices Allow Interaction in New Situations

Lean Back Lean Forward Anytime, Anywhere

10

Specialization Drives Innovation on All Channels

Anytime, Anywhere

Lean Back Lean Forward

Max Simplicity

Max Convenience

Max Immersion

11

Kayak Follows a ‚Mobile First‘ Approach

12

ODIGEO Follows a Multi-Channel Approach

o Fast, parallel innovation on all channels

o Specializing solutions per channel, taking advantage of each channel‘s features and relevant use cases

o Optimizing content for each device

o Driving an integrated, consistent user experience through all channels, in particular for identified users

13

Mobile Channels Amplify Traveler Engagement Opportunities

Past

Now

Next

Travel Post Pre

14

Mobile Changes Online Travel

How

When & Where

What

15

Online Travel Is Not Yet What It Could Be

Umsätze

Flights

Lodging

Cars

Food

Transit

Activities

Retail

Global Travel Related Spend

Source: USTravel.org, WTTC 2010, IATA 2010, PhocusWright 2012

Umsätze

Flights

Lodging

Cars

Food Transit

Activities

Retail

Travel Related Online Spend

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Travel Is Mobile by Definition – Online Travel Is Not

In-destination services are bought in destination

Travelers were offline during travel

There was no relevant aggregation of fragmented in-destination supply

There was no relevant online supply for in-destination services

17

Mobile Penetration Triggers New Supply

In-destination services are bought in destination

Travelers are online during travel

New businesses aggregate fragmented in-destination supply

In-destination services become bookable through mobile

18

With relevant services and products for mobile people,

online travel unlocks significant new business opportunities

19