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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
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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
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Mobile Devices Allow Interaction in New Situations
Lean Back Lean Forward Anytime, Anywhere
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Specialization Drives Innovation on All Channels
Anytime, Anywhere
Lean Back Lean Forward
Max Simplicity
Max Convenience
Max Immersion
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Kayak Follows a ‚Mobile First‘ Approach
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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
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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
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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
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With relevant services and products for mobile people,
online travel unlocks significant new business opportunities
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