Today’s Speakers…

Susan SteinbrinkSr. Corporate Travel Analyst

PhoCusWright Inc.

Gregg BrockwayPresident & Co-Founder

TripIt Inc.

Anne Marie RazzaVice President of Product

Orbitz for Business

Tipping Point of Travel Rebound vs. Re-invention

Maintaining Relevance for

Managed Travel Program

Consumer Is Window to Biz

Traveler Loyalties

The Traveler-Centric

Future The Mobile World

Social Phenomenon

Interoperability of Service

The Corporate Traveler

Summing It Up Technology Still Evolving

Balancing Company and

Traveler Needs

Q&A

Enter Your Questions!

July 21, 2010

Susan Steinbrink, Sr. Corporate

Travel Analyst, PhoCusWright Inc.

Source: PhoCusWright’s U.S. Online Travel Overview Eighth Edition Update: 2009-2010; PhoCusWright’s U.S. Corporate Travel

Distribution Fourth Edition

Corporate Pullback More Severe than Travel OverallU.S. Total and Corporate Travel Market Gross Bookings (US$B), 2007-2011

270 276

232 236247

817877

102 101

0

50

100

150

200

250

300

2007 2008 2009 2010 2011

Total Travel Market Corporate Travel Market

2%

-16%2%

4%-24% 1%

-1%

5%

Source: PhoCusWright’s U.S. Corporate Travel Distribution Fourth Edition

49% 50% 51%53%

55%

2007 2008 2009 2010 2011

Average Online Adoption Rate, 2007-2011

No Channel Immune But Corporate Online Adoption Continues to Gain

Source: PhoCusWright’s Online Travel Overview Ninth Edition, November 2009; 2009-2011 projected; Book & Co.’s Profits Down,

Spending Steady: The Global Innovation 1000, Winter 2009; U.S. Patent and Trademark Office

Innovation Continued Despite RecessionU.S. Leisure/Unmanaged Business vs. Corporate Travel (US$B)

Patent

applications

rose @7% in

2009

66%+

companies

planned to

maintain or

increase R&D in

2009

168 176

155 157 166

102 101

77 78 81

2007 2008 2009 2010 2011

Leisure/Unmanaged Business Corporate Travel

Workspace Becomes Portable & Virtual

#1

Publishing &

Information

#2

Commerce

(Transactions)

#3

User

Engagement

(Web 2.0)

Web 2.0: Evolution of Participative Internet

Business Adapts to and Adopts Technology Globalization of business and global integration

Changing Workforce Demographics (Gen Y, Boomers, Ethnicity Rules)

Word-of-mouth harnessed to drive enterprise information and communications

Worker value & innovation defined by collaboration (content developed through shared participation)

Technology goes kinetic (e.g., iPad)

Enterprise embracing “emerging” technology

By 2011, business use of IM will increase to 400M accounts with 150M of these designed specifically for business use

By 2014, social networking will replace email as primary form of communication for 20% of business users (source: Gartner Inc.)

Increase use of SaaS (software as a service)

Open Markets drive innovation and improved customer experience

Apple iPhone App Store – open up software to 3rd party developers

Google, Netflix, Amazon, Yahoo and Facebook creating open platforms

Rearview Perspective Helpful…

…But Not as Strong a Predictor of Future Demand

Snap Back vs. Permanent Change

Changing Dynamics in Travel

Co

rpo

ratio

n

Cost Control

+ Enterprise Revenue

Generation

Brand Management

Changing Dynamics in Travel

Variable

Costs

Fixed

Costs

Fixed

Revenue

Variable

RevenueSu

pp

ly C

ha

inC

orp

ora

tio

n

Cost Control

+ Enterprise Revenue

Generation

Brand Management

Changing Dynamics in Travel

Variable

Costs

Fixed

Costs

Fixed

Revenue

Variable

RevenueSu

pp

ly C

ha

inB

usin

ess

Tra

ve

ler Expert

Advice

Contextual & Real-

time Networking

Cost ControlPersonalized Experience &

Influence

+

Co

rpo

ratio

n

Cost Control

+ Enterprise Revenue

Generation

Brand Management

Changing Dynamics in Travel

Co

nte

nt

+Fares/Rates

Travel

Alternatives

Ancillary Services

Non-Travel

Alternatives

Changing Dynamics in Travel

Co

nte

nt

+

Desktop/

Laptop

Wherever Traveler

has Mobile AccessP.O

.S

Fares/Rates

Travel

Alternatives

Ancillary Services

Non-Travel

Alternatives

Changing Dynamics in Travel

Co

nte

nt

+

Desktop/

Laptop

Wherever Traveler

has Mobile AccessP.O

.STechn

olo

gy

Ad

op

tio

n

Enterprise

Driven

“IT

Consumerization”

Fares/Rates

Travel

Alternatives

Ancillary Services

Non-Travel

Alternatives

Changing Dynamics in Travel

Co

nte

nt

+

Desktop/

Laptop

Wherever Traveler

has Mobile AccessP.O

.STechn

olo

gy

Ad

op

tio

n

Enterprise

Driven

“IT

Consumerization”

One-way

Push

Communications

Two-Way

Push/Pull

Communications

+

Fares/Rates

Travel

Alternatives

Ancillary Services

Non-Travel

Alternatives

Info

Access

Maintaining

Relevance for

Managed Travel

Programs

Preferred Suppliers

Technology Innovation

Corporate Issues

Consumer Dynamics

Travel policy

Customer Care

Converging Forces Redefining Corporate Travel Management

Managed Travel Program

Point-of-Sale Transcends Tools & Journey

Multiple Purchase

Opportunities

Booking Methods

Plan Point of

Booking

Priorto

Departure

InFlight

AtDestina-

tion

Compliance

Strategies

Spend

Management

Green

Mgmt.

Demand

Management

+

+

Control is a Matter of Influence, Not Policing

Traveler

Layering Employee Preferences Is Key to Program Success

Trip Centric Traveler Centric

Collaboration is Name of the Game

Insular

(Enterprise Driven)

Tra

vel

Fu

ncti

on

Interdependence

(Enterprise + User Experience)

Consumer is

Window into

Business Traveler

Loyalties

Great

Content

Loyal

Following

Search

Twitter

The ―perfect storm‖

for real-time information

Consumer Dynamics: Immediate Gratification

Consumer Dynamics:

Transparency and ―In the Know‖

Insider or Exclusive Information

Beck’s Gig

FinderAdidas Urban

Art Guide

Nike

True City

Consumer Dynamics: Tracking and Alerting is the New Search

MasterCard

ATMHunter

Vodafone

& Turkcell

UK Automobile

Association

Push vs. Pull Relevant Information Services

Consumer Dynamics: Needing to Connect…

Country Time Per Person

(hh:mm:ss)

Average 5:27:33

Italy 6:27:53

Australia 6:25:21

United States 6:02:34

United Kingdom 5:50:56

Spain 4:50:49

Brazil 4:27:54

France 4:12:01

Germany 3:47:24

Switzerland* 3:26:00

Japan 2:37:07

* Home only (all other home and work); ** Global SN traffic includes US, Brazil, Australia, Japan, France, Germany, Italy, Spain, Switzerland

and United Kingdom) Source: The Nielsen Company

Social Networking by Country, Feb. 2010

…But Connect on Traveler’s Terms

Build It

And

They Will Come

…But Connect on Traveler’s Terms

Build It

And

They Will Come

Build It

Where

They Are

Direct Booking Page on Facebook

(April 6, 2010)*

*Source: Twitter

Focusing on the traveler will

empower individuals and extend

management opportunities

for the corporation

July 21, 2010

Gregg Brockway, President

TripIt, Inc.

gbrockway@tripit.com

Hi. My name is Gregg Brockway. This is my tag cloud.

The Traveler-Centric Future = Mobile Internet + Interoperability + Social-ness

TREND 1_ Mobile

• 4 billion smartphones by 2012

• Smartphone market growing 20 times faster than PC

• 80% of business travelers carry smartphones

Mobile adoption is changing how people behave.

Source: Joi Ito

Mobile is everywhere

TREND 2_ Interoperability of services

TRAVEL 1.0

―one-way web‖

1995-2002

The Evolution of Online Travel

TRAVEL 2.0

―two-way web‖

2002-2007

What’s Next?

―the bot web‖

2007-TODAY

―I have a dream for the Web …when the

day-to-day mechanisms of trade,

bureaucracy and our daily lives will be

handled by machines talking to machines.

The intelligent agents people have touted

for ages will finally materialize.‖

— Tim Berners-Lee (1999)

General View Almost 500 million

Facebook members

75 million LinkedIn users

Worldwide participation

growing from 118 million

in 2008 to 800 million by

2012 (Gartner)

Managed Travel View

TREND 3_ The Social Phenomenon

Source: AirPlus, Spring 2010, survey of buyers and suppliers

―Social‖ for people = ―Collaboration‖ for enterprises

Company

Groups is a

private,

company-only

network hosted

by TripIt

The social phenomena is more than social networks.

Our social graph is becoming portable.

business

leisure

The Traveler-Centric Future is the convergence

of all our work, leisure, and social behaviors.

social

What will be better in the traveler-centric future?

COMPANY Benefits

Location & visibility

Comprehensive reporting

Traveler productivityHi,

Itinerator at

your service!

TRAVELER Benefits

Access to relevant information

Personalized service

Booking & re-accommodation

Supplier merchandising

QUICK SUMMARY

1. Mobile + social + interoperable = traveler-centric

2. The traveler-centric future is an opportunity for everyone.

3. It’s coming. The question is how we respond?

Technology is continually evolving.

Travel managers need great

partners to innovate without losing

sight of the fundamentals

July 21, 2010

Anne Marie Razza, VP Product

Orbitz for Business.

Word Cloud - ―Little Book of BIG Innovation Ideas’ by Steve Shapiro

Integration In Action: Traveler UpdateConnections with expert sources in one convenient place

Yahoo

FAA

Orbitz Team

Weather.com

Mobile: Search – Book – Travel

Balancing the Fundamentals

Company Traveler

Co

nn

ecte

dn

ess

Program Management

Partner

Live Q&A Send your questions now!

Susan SteinbrinkPhoCusWright Inc.

Gregg BrockwayTripIt, Inc.

Anne Marie RazzaOrbitz for Business

Thank You!Orbitz for Business

www.orbitzforbusiness.com

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