Zap Travel

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Selling Experiences session at the 2013 E-Tourism Africa Summit by Andrew Lacy CEO of Zap Travel

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Zap Travel

  1. 1. @andrewlacy Tuesday, September 10, 13
  2. 2. Why do you want to travel? Every trip starts with a simple question Tuesday, September 10, 13
  3. 3. Tuesday, September 10, 13
  4. 4. I want to go on a safari! Tuesday, September 10, 13
  5. 5. ‣ Taking one week off work I want to go on a safari! Tuesday, September 10, 13
  6. 6. ‣ Taking one week off work ‣ Someplace I can fly direct from Paris I want to go on a safari! Tuesday, September 10, 13
  7. 7. ‣ Taking one week off work ‣ Someplace I can fly direct from Paris ‣ Staying in a 4/5 star property I want to go on a safari! Tuesday, September 10, 13
  8. 8. ‣ Taking one week off work ‣ Someplace I can fly direct from Paris ‣ Staying in a 4/5 star property ‣ Right in the game park I want to go on a safari! Tuesday, September 10, 13
  9. 9. ‣ Taking one week off work ‣ Someplace I can fly direct from Paris ‣ Staying in a 4/5 star property ‣ Right in the game park ‣ With a swimming pool I want to go on a safari! Tuesday, September 10, 13
  10. 10. ‣ Taking one week off work ‣ Someplace I can fly direct from Paris ‣ Staying in a 4/5 star property ‣ Right in the game park ‣ With a swimming pool ‣ Under €2000 I want to go on a safari! Tuesday, September 10, 13
  11. 11. A question that travel agents used to answer Tuesday, September 10, 13
  12. 12. A question that travel agents used to answer Customer: “I want to safari and stay at a 4/5- star resort in Africa under $2000? Tuesday, September 10, 13
  13. 13. A question that travel agents used to answer Customer: “I want to safari and stay at a 4/5- star resort in Africa under $2000? Agent, after a little research: “Okay here are 3-4 great alternatives to choose from” Tuesday, September 10, 13
  14. 14. A question that travel agents used to answer Customer: “I want to safari and stay at a 4/5- star resort in Africa under $2000? Agent, after a little research: “Okay here are 3-4 great alternatives to choose from” Customer, after a night to think: “Cool.We will take option B. Here is the credit card” Tuesday, September 10, 13
  15. 15. ... but that the internet now does a poor job of handling “I want to go kayaking someplace warm but not too expensive.Where and when can I get a cheap deal? “I want to honeymoon in 5- star resort on a romantic island somewhere in the Caribbean” “I want to take my daughter to the Cote d’Azur for a nice weekend in October” Apologies, Caribbean is not a recognized airport! Ummmm ... so that “search one and your done” thing means one airport or date at a time, and no, I don’t know what the beach looks like ... yeah ... so I have some unbelievable deals on weekend breaks ... leaving Friday at 10AM and returning Sunday at 9AM. Tuesday, September 10, 13
  16. 16. And its not just booking sites that do a poor job Read or watch any destination content Get excited about some amazing trip Only to find that getting there is impossible or requires “Indiana Jones” persistent Tuesday, September 10, 13
  17. 17. And its not just booking sites that do a poor job Read or watch any destination content Get excited about some amazing trip Only to find that getting there is impossible or requires “Indiana Jones” persistent Tuesday, September 10, 13
  18. 18. And its not just booking sites that do a poor job Read or watch any destination content Get excited about some amazing trip Only to find that getting there is impossible or requires “Indiana Jones” persistent Tuesday, September 10, 13
  19. 19. And its not just booking sites that do a poor job Read or watch any destination content Get excited about some amazing trip Only to find that getting there is impossible or requires “Indiana Jones” persistent Tuesday, September 10, 13
  20. 20. Melissa want’s to surprise Nicolas with a surprise birthday weekend Nicolas likes the beach, so she is thinking ... Mediterranean Nicolas works hard, so he deserves a spa retreat to unwind But Melissa wants to get him out of the hotel to explore A simple trip planning “problem” Tuesday, September 10, 13
  21. 21. Can lead to hours of searching Tuesday, September 10, 13
  22. 22. Destination content Can lead to hours of searching Tuesday, September 10, 13
  23. 23. Destination content Air flight search Can lead to hours of searching Tuesday, September 10, 13
  24. 24. Destination content Air flight search Hotel review & booking Can lead to hours of searching Tuesday, September 10, 13
  25. 25. Destination content Activities Air flight search Hotel review & booking Can lead to hours of searching Tuesday, September 10, 13
  26. 26. Destination content Activities Air flight search Hotel review & booking Can lead to hours of searching Tuesday, September 10, 13
  27. 27. Destination content Activities Air flight search Hotel review & booking Can lead to hours of searching Tuesday, September 10, 13
  28. 28. Destination content Activities Air flight search Hotel review & booking 74 sites on average Can lead to hours of searching Tuesday, September 10, 13
  29. 29. Inspiration Booking This great “chasm” in travel .... Inspiration sites suck at getting you all the information you need to make a decision Booking sites have largely given up on inspiration, and are fragmented in a way that makes no sense to consumers Tuesday, September 10, 13
  30. 30. Inspiration Booking This great “chasm” in travel .... Inspiration sites suck at getting you all the information you need to make a decision Booking sites have largely given up on inspiration, and are fragmented in a way that makes no sense to consumers Tuesday, September 10, 13
  31. 31. Sucks for consumers .... The consumer who does hours of work to absoutely check everything is too exhausted to enjoy the vacation The consumer who takes a chance might find themselves on a beach they weren’t expecting The consumer who gives up and spends another weekend at home Tuesday, September 10, 13
  32. 32. Sucks for consumers .... The consumer who does hours of work to absoutely check everything is too exhausted to enjoy the vacation The consumer who takes a chance might find themselves on a beach they weren’t expecting The consumer who gives up and spends another weekend at home Tuesday, September 10, 13
  33. 33. Sucks for consumers .... The consumer who does hours of work to absoutely check everything is too exhausted to enjoy the vacation The consumer who takes a chance might find themselves on a beach they weren’t expecting The consumer who gives up and spends another weekend at home Tuesday, September 10, 13
  34. 34. Sucks for consumers .... The consumer who does hours of work to absoutely check everything is too exhausted to enjoy the vacation The consumer who takes a chance might find themselves on a beach they weren’t expecting The consumer who gives up and spends another weekend at home Tuesday, September 10, 13
  35. 35. Not good for the industry Poor conversion & retention $4B in annual ad spend to constantly re- acquire or re-target customers Tuesday, September 10, 13
  36. 36. The future can be better than this Tuesday, September 10, 13
  37. 37. Our rules for the future of online travel Inspire me Tuesday, September 10, 13
  38. 38. Our rules for the future of online travel Solve all my constraints simultaneously + Inspire me Tuesday, September 10, 13
  39. 39. Our rules for the future of online travel And harness the full power of “big data” to do more than a travel agent could ever do + Solve all my constraints simultaneously + Inspire me Tuesday, September 10, 13
  40. 40. Introducing Zaptravel Tuesday, September 10, 13
  41. 41. We simultaneously solve multiple constraints 5K thematic and 10K event experiences 2K destinations, countries & regions Weekend, long- weekend & vacations Any user-defined time period out to 120 days Any budget constraints Hotel stars, types, themes, signature experiences Tuesday, September 10, 13
  42. 42. “I want to visit a place that played an important part in the history of Europe” History Tuesday, September 10, 13
  43. 43. Surfing + serendipity “I want to go surfing somewhere in Europe where the waves are consistently good” Tuesday, September 10, 13
  44. 44. “I LOVE clubbing. I want to go somewhere known for great nightlife” Clubbing Tuesday, September 10, 13
  45. 45. Culture “I want to see the opera inVienna ... or the ballet in Berlin ... or maybe the Fado in Lisbon. Inspire me” Tuesday, September 10, 13
  46. 46. “I would like to visit some gay-friendly cities or LGBT events” LGBT Tuesday, September 10, 13
  47. 47. Heritage “I want to witness and celebrate local heritage and customs ” Tuesday, September 10, 13
  48. 48. beautiful beaches ● clubbing ● strange events ● chic hotels ● history ● romance ● tennis ● gay ● watersports ● nature ● performing arts ● architecture ● fringe ● dancing ● carnivals ● hiking ● sex ● great cuisine ● arts events ● skiing ● shopping ● islands ● technology conferences ● pride marches ● wine tasting ● beach ● exhibitions ● family ● posh places ● beer festivals ● cute small towns ● unesco ● motor racing ● film festivals ● fashion ● outdoors & adventure ● budget trips ● extreme sports ● world music ● religion ● modern music ● jazz What do you want to do? Tuesday, September 10, 13
  49. 49. Everything you need to make a decision Tuesday, September 10, 13
  50. 50. Tuesday, September 10, 13
  51. 51. Tuesday, September 10, 13
  52. 52. Tuesday, September 10, 13
  53. 53. Tuesday, September 10, 13
  54. 54. Some numbers Tuesday, September 10, 13
  55. 55. Some numbers 40 origins Tuesday, September 10, 13
  56. 56. Some numbers 2K destinations 40 origins Tuesday, September 10, 13
  57. 57. Some numbers 2K destinations 8K “inspirations” 40 origins Tuesday, September 10, 13
  58. 58. Some numbers 2K destinations 8K “inspirations” 15K events 40 origins Tuesday, September 10, 13
  59. 59. Some numbers 2K destinations 8K “inspirations” 15K events Weekends andVacations 40 origins Tuesday, September 10, 13
  60. 60. Some numbers 50M transport sectors 2K destinations 8K “inspirations” 15K events Weekends andVacations 40 origins Tuesday, September 10, 13
  61. 61. Some numbers 50M transport sectors Air,Train and Car transport 2K destinations 8K “inspirations” 15K events Weekends andVacations 40 origins Tuesday, September 10, 13
  62. 62. Some numbers 50M transport sectors Air,Train and Car transport 300K hotels 2K destinations 8K “inspirations” 15K events Weekends andVacations 40 origins Tuesday, September 10, 13
  63. 63. Some numbers 50M transport sectors Air,Train and Car transport 300K hotels 10M hotel reviews 2K destinations 8K “inspirations” 15K events Weekends andVacations 40 origins Tuesday, September 10, 13
  64. 64. Some numbers 50M transport sectors Air,Train and Car transport 300K hotels 10M hotel reviews 2K destinations 150K sights 8K “inspirations” 15K events Weekends andVacations 40 origins Tuesday, September 10, 13
  65. 65. Some numbers 800K deals Tuesday, September 10, 13
  66. 66. Some numbers 800K deals + Proprietary scoring system Tuesday, September 10, 13
  67. 67. Some numbers 800K deals + Proprietary scoring system • Around 1,500 deals per origin • With15-20% of deals turning over each day = Tuesday, September 10, 13
  68. 68. Lets return to the chasm Inspiration Booking The “chasm” & fragmentation leads to: Frustration Latent demand Higher acquisition costs Etc etc Tuesday, September 10, 13
  69. 69. Lets return to the chasm Inspiration Booking The “chasm” & fragmentation leads to: Frustration Latent demand Higher acquisition costs Etc etc Fixing this is not just an opportunity for OTAs, but also the industry Tuesday, September 10, 13
  70. 70. How strong is your call to action? Destination marketing organizations Destination content providers (eg. guides, blogs, etc) Destination services providers (eg. tour companies) Cultural event organizations Tuesday, September 10, 13
  71. 71. We help provide the call-to-action Scotland Any trip to Scotland would have to include a trip to Edinburgh, the Scottish capital. The Old Town, topped by the castle, oozes history and a stroll along its cobbled streets and dark alleyways is a walk through time. The Georgian New Town is equally evocative with its graceful crescents, squares and terraces ➡Why wait. Edinburgh is easy to get to from Berlin - you could spend a weekend there for as little as €125 including air & 4 star hotel Scotland Any trip to Scotland would have to include a trip to Edinburgh, the Scottish capital. The Old Town, topped by the castle, oozes history and a stroll along its cobbled streets and dark alleyways is a walk through time. The Georgian New Town is equally evocative with its graceful crescents, squares and terraces Tuesday, September 10, 13
  72. 72. Thanks Questions? Contact me: andrew@zaptravel.com @andrewlacy Tuesday, September 10, 13
  73. 73. Tuesday, September 10, 13

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