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