feel like an insider,€¦ · •in a mobile world, engagement rules •must retain users you...

Feel like an insider,

anywhere you go

10 Million People Use to Discover…

stay eat

play

60,000 Destinations

Personalized For Each User

✔

✔

✔

Unique Recommendations Based on Tribes

Families, Local Culture Nightlife, Trendsters Outdoor Enthusiasts

Deep Travel Content

1MM+ reviews

5MM+ photos

The World is Changing

51% Digital Media Time Spent on Mobile

14

Internet Usage (Engagement) Growth Solid +11% Y/Y = Mobile @ 3 Hours / Day per User vs. <1 Five Years Ago, USA

Time Spent per Adult User per Day with Digital Media, USA, 2008 – 2015YTD

Source: eMarketer 9/14 (2008-2010), eMarketer 4/15 (2011-2015). Note: Other connected devices include OTT and game consoles. Mobile includes smartphone and tablet. Usage includes both home and work. Ages 18+; time spent with each medium includes all time spent with that medium, regardless of multitasking.

0.2 0.3 0.4 0.3 0.3 0.3 0.3 0.4

2.2 2.3 2.4 2.6 2.5 2.3 2.4 2.4

0.3 0.3

0.4 0.8

1.6 2.3

2.6 2.8

2.7 3.0

3.2

3.7

4.3

4.9

5.3

5.6

0

1

2

3

4

5

6

2008 2009 2010 2011 2012 2013 2014 2015YTD

Ho

urs

pe

r D

ay Mobile

Desktop / Laptop

Other Connected Devices

42% of

Total

7% of

Total

51% of

Total

80% of

Total

9% of

Total

12% of

Total

source: KPCB

More Travelers Booking on Mobile than Desktop

35.9%43.8%

51.8%59.2%

64.8%69.8%

2014 2015 2016 2017 2018 2019

source: eMarketer 2016

% of Travelers Booking from Mobile Devices

Traditional Acquisition Model Breaks Down in Mobile World

Website

$$$

SEO SEM OTA

Desktop :98% clicks first

page

Desktop :98% clicks first

page

There is no internet, only Google

You can't just acquire, you have to retain

Content key to building relationships

In a Mobile-First World...

Think Holistically About the Traveler

• Most brands focus on 'interaction'

Booking

Research

Pre Trip Planning

Experience Travel

Post Travel Discovery • 'Anticipation' & 'Afterglow' most

powerful opportunities to build

emotional connection

• Emotional connection =>

– More repeat customers

– Lower cost of acquisition

Emotionally Engaged Customers Spend More

Emotionally engaged

consumers book

40% more room

nights

2.5

3.5

Low High

Room Nights Per Year by Emotional Engagement

(Hotel Brands)

Source: Lippincott/Mostista 2015

Travel is About Experiences

Travelers see bookings as a means to an end

Leverage content to connect your brand with the experiences travelers desire

1. Move Up The Funnel

HomeAway City Guides

• Engage travelers with

content to help them

understand destination

• Envision houses in the

context of trip, not in

isolation

• Lead them to book

Interactive Maps: Leonardo Hotels

• Highlight best restaurants, things to do nearby

• Present the hotel in context

• 4X as much interaction on mobile

2. Beyond the Booking: Help Them Plan

TripCase: Content to move beyond

day-of-travelHighlight what do do when you arrive

Email and push

Significant improvement in app engagement

Increase time in app by several minutes

Email with Major OTAPre Trip In Trip

• Leveragingcontent to build anticipation

• Higher CTRs

• Improved booking conversion rates

3. In market: Show them a good time

Booking.com Mobile City Guides

• Help users have a great trip

• Position brand as adding value beyond booking

Post-Booking Content Integration:

HomeAway

How to make the most of their trip

Incremental 2:00 in app

50% increase over median app session time

• In a mobile world, engagement rules

• Must retain users you aquire

• Content key to engage emotions:

Anticipation and Afterglow

–Move upstream

–Help them plan

–Show them a good time

Takeaways

Thank you