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... or how the digital natives are reshaping the online travel industry. A presentation by Treovi - the no-commission hotel booking startup from Geneva, Switzerland. -for the WHR 2012 conference
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no commissions, no fees
Digital natives reshaping the online hospitality market
from travel agents
to OTAs and GDS
Common OTA facts
• Started at the end of the 1990‘s• Browser-based
Icelandic metasearch site Dohop recently pointed out that general searches on the words "flights" and "hotels" have steadily declined over the years.
The cost of other travel-related keywords has continued to climb over the years. For small businesses that spend less than $10 000 a month on AdWords (or about 96% of businesses that use AdWords), these are challenging times.
“ ”
• Money spent on Google
“ ”
• Google search conversion rate for travel: 1.45%
Source: Tnooz/wordstream
GDS
Corporate-based once powerful toolChallenged by its clients
Mandating that airlines distribute all of their content through a GDS monopolist will result in significant consumer overcharges.
-Airline Al liance letter, 2012“ ”
2010+
...change happens
Enter the Digital Native
Digital native characteristics
no age group: behaviour related
tech aware
curious > or converted
community-driven behaviour
Browser Users
How did you find the hotel?Friends and Family
OTAs
TripAdvisor
Other
Repeat Guest
Travel Agents
Magazines
Blogs
Guides
0% 3% 6% 9% 12% 15% 18% 21% 24% 27% 30%
0.2%0.5%
1.5%1.6%2%
3.1%12.3%
17%18.2%
20.7%22.9%
source: Tnooz (originally WIHP on 20 000 guests)
Digital natives’ secret to travel?Being at the centre of information
Able to process multi level information and put it into one picture
social networks
misc. (flickr)
friends and family
travel apps
forums and similar
non-travel apps
(search for semantics)
“Classic” Travel Web
OTA | Reviews | Google
World of Interactions
Expertise and opinionPlaceAccommodation
Digital Natives’ World of Interactions
When preparing a tripWhen traveling
travel apps oversharingfriends and family
Social apps and websites
Expertise and knowledge Recommendation
Contact and preparation• Tripit• Lonely Planet• Yelp• etc
The Digital Native is Always Connected
It is not about:• devices• mobile vs desktop• social media• apps and more apps
data stream It is about taking the world of interactions with him
Today: app environment on devices allowing us to stay connected. In the future? We can only guess
Apps casual browsing (social sharing, augmented reality)
Digital natives. What does it mean for your hotel?
- discovered the destination via app- found some useful info about local hotels on forums- asked both his offline and online "friends, family and contacts" aboutthe destination- booked the hotel via an app on his phone- found the best way to reach the place/hotel using a foursquare tip once arrived at the airport- overshared his arrival online > likely to meet new people - whether he travels with family/friends/or alone- knows already that the person who "checks in" at your hotel the most is your receptionist.
Your digital native guest:
Consequence
Typing "hotels in Rome" in Google is likely to be less relevant from now on.
Users will ask for OTA platforms where they could do more than choosing a destination and reserve room nights.
Features include:• powerful facebook app / facebook connect actions on Treovi >
actions on facebook• interaction with other Treovi travelers (surprise)• interaction with travel apps• making the Treovi user play (surprise)• ... and much more
We are building a travel experience revolving around the Treovi platform
makes the user stay on Treovi longer and discover/reserve more destinations/hotels
... and the best thing is,
No charges or commissions on these reservations
