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Transformation is everywhere

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The driving force

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Technology innovations are

revolutionizing travel experience

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Mobile makes travel planning easier

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Big data is changing the way business transacted

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Big data enables you to advertise on…

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Your Competitor’s Website!竞争对手的网站

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Big data enables you

to offer customized travel experience

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China Rising

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83.2 million outbound trips in 2012

Biggest source of tourists

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Biggest source of tourism expenditure

US$ 102 billion spent overseas in 2012

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China Total Travel Market and Online Leisure/Unmanaged Business

Travel Gross Bookings(US$B)and Annual Change(%),2011-2015

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Annual Change 2011 2012 2013 2014 2015

Total Travel Market 24% 11% 11% 10% 10%

Online Leisure/Unmanaged

Business Travel Market 55% 17% 31% 27% 30%

Source: PhoCusWright's China Online Travel Overview, Sixth Edition

China Mobile Travel Gross Bookings(US$M),Share of Total and

Online Travel Markets and Annual Change(%),2012-2015

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Mobile Travel Bookings 2012 2013 2014 2015

Annual Change — 562% 106% 114%

Share of Online Travel Market 1.60% 7.90% 13% 21%

Share of Total Travel Market 0.20% 1.40% 2.60% 5%

Source: PhoCusWright's China Online Travel Overview, Sixth Edition

98% of Chinese Travelers…

…own a smartphone

256M

Source: PhoCusWright's China Consumer Travel Report, September 2013

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Intended Adjustments to Leisure Travel Plans Over the Next 12 Months

Question: What adjustments, if any, do you expect to make to your leisure travel plans over the NEXT 12 months (compared to the past 12

months)? Select one response for each row. Base: Chinese leisure travelers (n=3,476)

Source: PhoCusWright's China Consumer Travel Report, 2013, PhoCUsWright’s Consumer Travel Report Fifth Edition, PhoCusWright’s

European Consumer Travel Report, Third Edition

Intended Adjustments to Leisure Travel Plans Over the Next 12 Months

Question: What adjustments, if any, do you expect to make to your leisure travel plans over the NEXT 12 months (compared to the past 12

months)? Select one response for each row. Base: Chinese leisure travelers (n=3,476)

Source: PhoCusWright's China Consumer Travel Report, September 2013, PhoCUsWright’s Consumer Travel Report Fifth Edition,

PhoCusWright’s European Consumer Travel Report, Third Edition

Online, Mobile and Offline Sources All Play a Role

Question: What sources of information/media do you typically reference when comparing and choosing leisure travel products, such as airline

tickets or hotel rooms? Select all that apply.

Base: Chinese leisure travelers (n=3,476)

Source: PhoCusWright's China Consumer Travel Report, June 2013; PhoCusWright’s Consumer Travel Report Fifth Edition

Information Sources for Comparing and Choosing Leisure Travel Products

Most Chinese Travelers Usually Book Offline, of Off- and Online

Question: How did you book your N leisure trips in the past 12 months? Select one.

Base: Chinese leisure travelers (n=3,476)

Source: PhoCusWright's China Consumer Travel Report, June 2013; PhoCusWright’s Consumer Travel Report Fifth Edition

Usual Booking Method for Chinese and U.S. Travelers

¥ 22,188

¥ 19,802

¥ 12,193

Annual Travel Spend by Booking Method

Summary

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The battle is moving up the funnel

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Marketing

Media

Meta

Mobile

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What we can learn from this deal

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No one is safe

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Pricing war is NOT the answer to future

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ARE YOU READY

TO RIDE THE NEXT WAVE?

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