#BTO2011 - PhoCusWright Research

December 1, 2011 Global, European and Italian Travel Trends Florence Kaci Director, Sales EMEA and European Market Specialist

Agenda Global Landscape European Distribu=on Trends Italy Online Travel Overview Mobile Hits the Mainstream Travel Distribu=on and Social Media

Global Landscape

U.S. Europe SCAN U.S. APAC Higher U.K. CHILE JAPAN LATAM U.S. Online Travel Penetra7on SING INDIA MEXICO BRAZIL SPAIN COL PERU ARG Lower Lower Higher Annual Growth Online Sales Source: PhoCusWright’s Global Online Travel Overview Second EdiFon © 2011 PhoCusWright Inc. All Rights Reserved. 6

U.S. Europe SCAN U.S. APAC Higher U.K. CHILE JAPAN LATAM Online Travel Penetra7on SING INDIA MEXICO BRAZIL SPAIN COL PERU ARG Lower Lower Higher Annual Growth Online Sales Source: PhoCusWright’s Global Online Travel Overview Second EdiFon © 2011 PhoCusWright Inc. All Rights Reserved. 7

U.S. Europe SCAN U.S. APAC Higher U.K. CHILE JAPAN LATAM Online Travel Penetra7on SING INDIA MEXICO BRAZIL SPAIN COL PERU ARG Lower Lower Higher Annual Growth Online Sales Source: PhoCusWright’s Global Online Travel Overview Second EdiFon © 2011 PhoCusWright Inc. All Rights Reserved. 8

U.S. Europe SCAN U.S. APAC Higher U.K. CHILE ANZ JAPAN LATAM Online Travel Penetra7on FRANCE SING INDIA GERMANY MEXICO ITALY BRAZIL SPAIN COL PERU ARG CHINA Lower Lower Higher Annual Growth Online Sales Source: PhoCusWright’s Global Online Travel Overview Second EdiFon © 2011 PhoCusWright Inc. All Rights Reserved. 9

U.S., Europe, Asia Paciﬁc, and La7n America Online Leisure/Unmanaged Business Travel Share of Total Travel 45% 39% 40% 40% 38% 35% 41% 35% 31% 35% 36% 30% 27% 33% 31% U.S. 25% 27% Europe 20% 23% 24% 21% 21% Asia Paciﬁc 15% 18% 18% La7n America 15% 14% 10% 9% 11% 5% 0% 2008 2009 2010 2011 2012 2013 Note: 2011-‐2013 projected. Source: PhoCusWright’s European Online Travel Overview Seventh Edi7on © 2011 PhoCusWright Inc. All Rights Reserved. 10

European Distribu7on Trends

Top Five Pan-‐European Online Travel Agencies, Share Among These Agencies, 2010 and 2011 2010 2011 Expedia 8% 9% Europe 30% Opodo 28% Travelocity Europe 40% Priceline 47% 9% 10% Europe Orbitz WW 8% 10% Europe Note: 2011 projected. Source: PhoCusWright’s European Online Travel Overview Seventh Edi7on © 2011 PhoCusWright Inc. All Rights Reserved. 13

Deregula7on of the Rail Sector •  Rail has been one of the strongest travel sectors •  Harmoniza7on of booking systems to accelerate growth •  OTAs shaping up to distribute rail content •  Mobile bookings to increase rapidly •  Rail travel to rise as more compe7tors enter na7onal markets •  Flights under ﬁve hours to face compe77on from rail © 2011 PhoCusWright Inc. All Rights Reserved. 21

Long Tail Distribu7on of Travel Accommoda7ons •  Highly fragmented European hospitality sector spells boom 7me for OTAs •  Vaca7on rentals will be a sector to watch – HomeAway, Airbnb, Wimdu •  Even the GDSs are ﬁgh7ng for a share of the pie •  Travel reviews on OTA sites are key to driving and retaining traﬃc © 2011 PhoCusWright Inc. All Rights Reserved. 22

Italy Online Travel Overview

Italian Online Travel Market, OTA vs. Supplier Direct, 2010 OTA 47% Supplier Direct 53% Source: PhoCusWright’s Italian Online Travel Overview Seventh EdiFon © 2011 PhoCusWright Inc. All Rights Reserved. 26

Italian Online Travel Supplier Direct Share (%), 2010 and 2013 2010 2013 2% 3% Traditional Airline 2% 27% LCC Direct 4% 30% 23% Hotel Direct 21% Rail 17% 21% Car Rental 24% 26% Tour OperatorNote: 2013 projected. Totals may not add to 100% due to rounding. Source: PhoCusWright’s Italian Online Travel Overview Seventh Edi7on © 2011 PhoCusWright Inc. All Rights Reserved. 27

Mobile Hits the Mainstream

Ownership of Web-‐Enabled Devices 2010 2011 Laptop computer Desktop computer Web-‐enabled mobile telephone Web-‐enabled video game console Web-‐enabled portable music/video players E-‐readers (e.g., Kindle) Tablet PC/Netbook Web-‐enabled television None of the above Other % 10% 20% 30% 40% 50% 60% 70% 80% Ques7on: Which of the following Web-‐enabled devices do you own/use? Select all that apply. Base: U.S. online travelers (2010 N= 792)(2011 N=1,948) Source: PhoCusWrights Traveler Technology Survey 2010, PhoCusWright’s Traveler Technology Survey 2011 © 2011 PhoCusWright Inc. All Rights Reserved. 30

Con7nuous Engagement and Merchandising The Smartphone Facilitates Con7nuous Engagement Dream •  The mobile plamorm •  Ancillary services of represents the most all types are well personalized suited for the mobile environment ever Share Plan plamorm created •  Combines cross • Ability to customize selling eﬀort with oﬀers to parFcular personalizaFon segments and and locaFon customers Explore Book Source: PhoCusWright Inc. © 2011 PhoCusWright Inc. All Rights Reserved. 31

Travel Distribu7on and Social Media

Influence of Social Media Channels on Purchasing Decisions Very influen7al Somewhat influen7al Not at all influen7al Traveler reviews on online travel agency 45% 29% websites, such as Expedia Traveler review websites, such as 42% 36% TripAdvisor Online reviews from travel professionals 44% 40% Comments from people in my online social 34% 52% network, such as Facebook or Twioer Travel blogs or online travel forums 34% 53% Company informa7on/promo7ons on an 31% 61% online social network, such as Facebook or Ques7on: How influen7al have each of the following features been to you when making travel purchasing decisions in the past 12 months? Select one for each op7on. Base: U.S. online travelers (N=1,948) Note: Totals may not add to 100% due to rounding Source: PhoCusWrights Traveler Technology Survey 2011 © 2011 PhoCusWright Inc. All Rights Reserved. 37

Immediate Referral Conversion Volume to Hotel Websites, 1H-‐2H 2008-‐2010 70,000 1H08 2H08 1H09 60,000 2H09 1H10 2H10 50,000 40,000 30,000 20,000 10,000 -‐ Traveler Review Sites Facebook Source: PhoCusWright’s Social Media in Travel, 2011 and Compete Inc. © 2011 PhoCusWright Inc. All Rights Reserved. 38

Purchase PhoCusWright’s European Online Travel Overview or Italian Online Travel Overview by February 1, 2012 and receive 30% oﬀ! Go to www.phocuswright.com/products and use oﬀer code “bto-‐2011”.

Thank you! Florence Kaci qaci@phocuswright.com

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#BTO2011 - PhoCusWright Research

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