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The Changing Online Travel
Distribution Landscape
Innovation in the GDS World
Changing Landscape
GDS
Changing Landscape
Online world
• OTA Consolidation and revamping of User
Interfaces
• Growth of Meta Search Sites
– Kayak, Trivago, Google Hotel Finder
• Emergence of increasingly niche OTAs
– Hotel Tonight
• Buy out of Meta Search Sites by OTAs
– Kayak by Priceline
– Trivago by Expedia
• Mobile – The most innovation will happen in this
space
Changing Landscapes in the Online World
Why is mobile important for us?
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
mobile as % of total
Mobile Visitors as % of Total Web Traffic
Mobile Revenue with Mobile Traffic
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
% of web as total mobile as % of total
Percentage of Web Bookings
by Lead Time
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
same day 1 to 2 days 3 to 5 days 6 to 7 days 8 to 14 days 15 to 28 days more than 29 days
Combined (Primary Y Axis)
Bookings by Lead Time
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
same day 1 to 2 days 3 to 5 days 6 to 7 days 8 to 14 days 15 to 28 days more than 29 days
Combined (Primary Y Axis) % Mobile (Secondary Y Axis) % Website (Secondary Y Axis)
Adapting to the User’s Device
Full Browser Booking Flow:
Search Compare Room/Rates Add-Ons Payment Upselling Confirmation
Mobile Booking Flow:
Search Rooms Rates Payment Confirmation
Device Comparison
Desktop Mobile
User has more time to understand your product (rooms, rates)
User wants to make a quick decision – availability is key
User can consume more information easily
Abbreviated booking flow, descriptions
User shops more sites Make it easy to book – if they find your hotel and it has rooms, they will book
Longer lead time Run your mobile ads accordingly
Higher ADR
Longer LOS
Mobile Website and Booking Engine
• Short & precise website content
• Simple rooms and rates display
• Image based booking engine
• Maps integration
• Mobile Promotions
• Email marketing
Trip Advisor’s Change to
Meta Search
TripAdvisor CPC
CPC model with minimum
monthly spend.
Meta Search Model
User Interface moves from
Web 1.0 to Web 3.0
Room
Availa
bili
ty –
Sin
gle
-room
Are
a A
vaila
bili
ty
User Interface Innovation
28
“Creepy Marketing is Critical”
Innovation in Behavioral Marketing
The Consumer Purchasing
Funnel
Geo Targeting
Behavioral or Audience Targeting
Search Retargeting
Search
Site Retargeting
Demography, geography, and
content related websites
Users who showed intent on
interest related websites
Users who previously
searched your product
Users who are searching for
your product
Users who previously visited
your website.
Interest
based
Intent
based
Audience Targeting
Target travelers coming to your area with display ads.
Get traveler purchase and intent data.
Audience Targeting
How it works
Collect Data Create
Audience Segments
Targeted Ad Delivery
Analyze and Optimize
Performance
Search,
purchase and
check-in data is
collected and
curated from
travel partners.
Custom
audience
segments are
created and
refined based
on each hotels
needs.
Defined
audience
segments are
targeted across
the web.
Campaign is
continuously
optimized and
improved
through
machine
learning and
human insights
Customers looking for flights into
New York
33
Behavioral Marketing Companies
• Blue Kai
• Intent
• Sojern
• Adara
• Master Card / Visa/ Amex
Gateway Desktop/Mobile Booking
UI
Sabre Amadeus World-span
Galileo ADS
Traditional Hotel CRS
Channel Manager
SWITCH
OTA World
Customers
Mobile UI Booking UI
Integrated Hotel Marketing CRS
Customers Behavioral Marketing Meta Search
Customers Customers
DEMAND
Booking UI
36
Focus areas to keep up with innovation
• Mobile
• Meta Search
• Customer Facing Web 3.0 User
Interfaces
• Behavioral Marketing
Thank You!