Customer Journey – Follow Your Target Group:

Special Analysis by AGOF – Exclusively at ITB 2013

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In 20 Minutes…

• About us

• Target group analysis Do you know your target group on the Internet?

• Media usage behaviour Following the online and mobile tracks of your target group.

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The AGOF

The Working Group for Online Media Research

(Arbeitsgemeinschaft Online Forschung, AGOF) is

an affiliation of the leading online marketers in

Germany. By providing a standardised online

coverage currency and comprehensive data on

online media consumption, AGOF turns the classic

and mobile Internet into transparent and plannable

advertising media.

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The 19 Members of the AGOF

In addition to the 19 members, another 52 marketers have their advertising media tracked.

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Market Relevance of Internet Facts

With the 756 offers that are listed in the Internet Facts 2012-11 for the Sept. to Nov. 2012 quarter, you can reach 88.3% of all Internet users.

Basis: 101,316 cases (Internet users in the past 3 months) Source: AGOF e.V. / Internet Facts 2012-11

No use of AGOF offers:

11.7 %

Use of AGOF offers:

88.3 %

Do you know your target group on the Internet?

69% of All Internet Users Are Interested in Travel & Tourism Products

AGOF Facts & Figures "Reise & Touristik" (Travel & Tourism) Q1/2013 Basis: 101,316 cases (Internet users in the past 3 months) "Which of the following products (very much) interest you?" Source: AGOF e.V. / Internet Facts 2012-11 Slide 7

Interested: 69.0% =

35.09 million

Internet users in the past 3 months: 50.84 million

26 Million Internet Users Are Interested in Flight Tickets

AGOF Facts & Figures "Reise & Touristik" (Travel & Tourism) Q1/2013 Basis: 101,316 cases (Internet users in the past 3 months) "Which of the following products (very much) interest you?" Source: AGOF e.V. / Internet Facts 2012-11 Slide 8

24.1

19.2

13.5

12.7

11.1

2.8

Holiday and last-minute trips

Hotels for holiday/business trips

Flight tickets of discount airlines

Other flight tickets

Train tickets

Rental car

In millions

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Every Second Internet User Books a Travel Component on the Internet

69% 35.09 million

Product interest:

81.4% 41.37 million

Information search on the

Internet:

AGOF Facts & Figures "Reise & Touristik" (Travel & Tourism) Q1/2013; Basis: 101,316 cases (Internet users in the past 3 months) "Which of the following products (very much) interest you?" / "For which products have you already searched for information on the Internet?" / "Have you purchased any of the following products on the Internet in the past 12 months?" / Source: AGOF e.V. / Internet Facts 2012-11

53.9% 27.38 million

Purchases on the

Internet:

Purchased in the Past 3 Months - Travel & Tourism

AGOF Facts & Figures "Reise & Touristik" (Travel & Tourism) Q1/2013 Basis: 101,316 cases (Internet users in the past 3 months) "Which of the following products have you purchased in the past 14 days OR the past 3 months?" Source: AGOF e.V. / Internet Facts 2012-11 Slide 10

12.21 million UU

5.14 million UU

4.53 million UU

In %

Purchase Planning for Travel & Tourism

AGOF Facts & Figures "Reise & Touristik" (Travel & Tourism) Q1/2013 Basis: 101,316 cases (Internet users in the past 3 months) "Which of the following products are you definitely/maybe planning on purchasing in the coming 12 months?" Source: AGOF e.V. / Internet Facts 2012-11 Slide 11

27.94 million UU

24.64 million UU

7.45 million UU

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40% of Your Target Group also Purchases Admission Tickets on the Internet

Basis: 101,316 cases (Internet users in the past 3 months); Source: AGOF e.V. / Internet Facts 2012-11

Question: "Which product have you already purchased on the Internet?" (Selection without travel products)

Internet users who search for online travel & tourism products purchase the following on the Internet:

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More Than 50% of Your Target Group Plans to Purchase Furniture

Basis: 101,316 cases (Internet users in the past 3 months); Source: AGOF e.V. / Internet Facts 2012-11

Question: "Which product have you already purchased on the Internet?" (Selection without travel products)

Internet users who search for online travel & tourism

products plan to purchase the following on the Internet:

Following the Tracks of Your Target Group Media Usage Behaviour

2012 Media Mix of Travel & Tourism

AGOF Facts & Figures "Reise & Touristik" (Travel & Tourism) Q1/2013 // Source: Nielsen (database as of January 2013) / Spendings of airlines and tourism sector, travel companies, car rental companies, e-commerce/tourism tickets and hotels and gastronomy / Advertising spending above-the-line categories (TV, newspapers, consumer magazines, specialised magazines, radio) and Internet and mobile / data for total of 2012

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€697.583 million

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Online Benchmarks for the Tourism & Gastronomy Segment

Source: Nielsen Media Research GmbH, database as of February 2013, total year 2012, online (display) advertising spending of total market for the travel and tourism industry.

2012 total

€135 million

321 companies

Ø Annual budget

per company

€420k

Ø Monthly budget

per company

€45k

Ø 20 Websites

per company

per year

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Appeal to Your Target Group in a New Environment!

Source: AGOF Internet Facts 2012-12, average month *Unique users of the plan combo Opodo, Tripadvisor and Holidaycheck

6.68 million users surf on:

of these also visit

70%

67%

55%

43%

41%

Reach Your Mobile Target Group

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Reach Your Mobile Target Group

Source: AGOF, Mobile Facts 2012-2, individual month

Target Group: I'm (very) interested in travel (as well as train/flight tickets) (10.8 million)

Mobile enabled website

Unique mobile users

in millions in %

Gute Frage 2.5 million 23.0%

Bild.de 2.1 million 19.8%

Spiegel 1.6 million 14.5%

Focus 1.2 million 11.2%

Die Welt 1.1 million 10.4%

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You Can Appeal to 11% of Your Target Group Through the TV-Spielfilm App

Source: AGOF, Mobile Facts 2012-2; individual month, cross-platform apps

Apps Unique mobile users

in millions in %

TV-Spielfilm 2.3 million 10.9%

Web.de Mail 1.4 million 6.9%

GMX Mail 1.2 million 6.4%

Wetter.com 1.2 million 6.3%

Spiegel Online 1.1 million 5.2%

Target Group: I'm (very) interested in travel (as well as train/flight tickets) (10.8 million)

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Summary

The Internet already represents a very popular information and transaction medium within the context of travel booking for many people.

The entire process of travel planning and booking can be mapped in the digital channel.

Companies from the tourism industry already appreciate the Internet as a relevant and proven marketing and sales channel.

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Contact

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Thank you for your attention!

Marion Beckers Director AGOF Academy Tel: +49-69-264 888-317 Mobile: +49-151-24014968 Fax: +49-69-264 888-320 marion.beckers@agof.de www.agof.de

For further information please contact:

Katharina Böhm Press Officer PR/Marketing Manager Tel: +49-69-264 888-318 Mobile: +49-151-12671388 Fax: +49-69-264 888-320 katharina.boehm@agof.de www.agof.de