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Prezentare Travelport Online Conference. 13 Aprilie 2011. Marcin Pilarski

Prezentare Travelport Online Conference. 13 Aprilie 2011. Marcin Pilarski

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    Travelport online conference 1 Travelport online conference 1 Presentation Transcript

    • 13 Apr 2011, Bucharest
    • Agenda10.00 – 10.45 Welcome coffee10.45 – 11.10 Global online market overviewWith Marcin Pilarski, Travelport Managing Director Eastern Europe11.10 – 11.30 Romania online market overviewVlad Dobrutchi, Travelport Romania11.30 – 12.15 Live demo Travel Manager12.15 – 13.00 Live demo eTrip13.00 – 13.45 Lunch break13.45 – 14.30 Live demo Netbook14.30 – 15.15 Live demo Q Travel Online15.15 – 15.25 Summary
    • Internet? Tamed!Marcin PilarskiManaging Director Eastern EuropeBucharest, 13 April 2011
    • Agenda• Online Travel Market Overview – Global – European – Direct and Indirect• Building blocks of your online success• Trends in the Online Market – Evolving Business Models – Increased Complexity – New Competitors Travelport confidential 5
    • Few words about your presenter• Internet and OTA business model fan• Active in Polish and EE GDS / OTA space since 2003• Currently managing all Eastern European markets• Likes to win & challenges ☺ most recent 10 km run in Warsaw beating up my 13 year old daughter!
    • Global Travel Market Travel Market Retail Value 3500.0 3000.0 2,873 2,749 2,648 2,576 2,541 2,571 2,489 2500.0 2,349 2,203 2,067 2000.0 1,937 1,922 $Bn 1500.0 1000.0 500.0 0.0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013Source: Travel and Tourism: Euromonitor International 2009 Travelport confidential 7
    • World Travel Market by Region 2008 Travel Market By Region RoW 11% APAC 27% Value in $ B APAC 700.8 NAM 616.0 Europe 982.8 Europe 38% RoW 273.5 NAM 24% Source: Travel and Tourism: Euromonitor International 2009 Travelport confidential 8
    • E-commerce impact on travel 37% 21% Share of total European leisure travel industry 2006 - 2011 Travelport confidential 9
    • Online Travel Agents (OTA)are gaining ground within the online market 80% 70% 60% 50% 40% 30% 20% 10% 0% 2006 2007 2008 2009 2010 2011 Supplier.com OTA Travelport confidential 10
    • More than 75% of Leisure travellers spend ison non-air related product and services Thinking about the trips you have taken in the last 12 months, approximately how much do you think you spent on each of the following Survey average areas? $197 $87 Air travel $110 $658 Hotel or other accommodation $126 Average spend Food and drink / trip Entertainment $132 Car (rental) $524 Sea travel Rail travel Bus / Coach travel $425 Av. Number Other $589 of trips / annum 5.4 $520 Base: 12,757 Leisure Travellers Source: The Futures Company/Lightspeed Research-Travelport Consumer Segmentation survey Nov 2009 – Jan 2010
    • Who doesn’t plan travel online these days? Just 6% of French travelers, 9% of German travelers and 5% of U.K travelers plan and book their trips completely offline Source: Euromonitor, PhoCusWright, Company Reports, Travelport Market Strategy assumptions
    • Clear correlation between internet penetrationand leisure online travel penetration North America leads developed world in Internet penetration; Greatest growth seen in the Middle East. Growth 10 20 30 40 50 60 70 80 90 100 2000-2009 North America 74% 134% Oceania / Australia 60% 175% Europe 52% 298% Latin America / 31% 891% Caribbean Middle East 28% 1648% Asia 19% 546% Africa 7% 1392% Global Average 26% 380%Source: Internet World Stats
    • Europe and US lead credit card globalpenetration Share of credit Number of cards* card transactions (millions, 2008) United States 50% 1,174 Europe 23% 697 (↑11%) Asia 15% 2,059 (↑17%) Latin America 7% 461(↑6%) Canada 3% 107 Middle East & 2% 90 (↑24%) Africa Global 99 billion transactions (2008) Source: Nilson Report, November 2009), Euromonitor International * Credit, debit and pre paid cards
    • Defining success criteria is key• Success does not have to be high booking volume• Key to determine what success is and how to measure it• Going online does not have to mean choosing only one way So let’s have a look at some of the building blocks Travelport confidential 15
    • Building blocks of online success IBE GRAPHICAL PARTNER’S TECHNOLOGY INTERFACE PROGRAMMES User Experience USABILITY SEM & SEO ANALYTICAL in Online Travel TOOLS SALES CALL CENTERBENCHMARKING PROCESSES PROCEDURES EFFECTIVNESS Travelport confidential 16
    • Building blocks of online success• The 7 Habits of Highly Effective People® by Stephen R. Covey 1. Be Proactive 2. Begin with the End in Mind 3. Put First Things First 4. Think Win-Win 5. Seek First to Understand, Then to Be Understood 6. Synergize 7. Sharpen the Saw Travelport confidential 17
    • IBE technology• Technology providers• Contracting third party for customized project• In-house development Travelport confidential 18
    • Usability / don’t make me think!• Where should I click now?• Is it available?• How can I search for a hotel?• Where am I?• How to start?• Where did they put_______?• What’s important here ?Let me use it! Travelport confidential 19
    • Usability / don’t make me think! Travelport confidential 20
    • Road with accenton USABILITYRoad with accenton USEREXPERIENCE 22
    • UX model in online travel START – HOME PAGE1. Home page brand uptime B/OS support trust Accessibility stability design speed filtering Features and functionality comparison2. Search results sorting search breadcrumbs navigation browsing Findability SOFT PRODUCT rich media3. Hotel information Guest reviews maps descriptions images HARD PRODUCT4. Rooms and guests Loyalty program basket safety Booking path Privacy policy Bookability5. Booking screens cancellations Payment methods currencies6. Payment FINISH - PAYMENT 23
    • Trust to Market maturity buying online So what influences Price shopping conversion? Crisis / cyclesSource vs target Usability Trends/ context Product Loyalty Program PAP Availability User quality Price Competition Platform efficiency Brand / online Design offline speed uptime Meta search engines trust 24 awareness
    • Travelport confidential 25
    • Search Engine Optimization – SEO Travelport confidential 26
    • Search Engine Optimization – SEO Travelport confidential 27
    • Search Engine Optimization – SEO Travelport confidential 28
    • Search Engine Optimization – SEO Travelport confidential 29
    • What’s next?
    • Booking fee models will soon become dinosaurs… Travelport confidential 31
    • Non transactional websites will become more important You said you researched your trip using the internet, specifically what type of websites did you use? Search engine 66% 59% Airline website 40% 40% A third of traveller s Hotel website 36% 36% using the internet to Websites of the destination 40% research used a visiting 32%Travel websites (eg TripAdvisor, travel website which 31% Lonely Planet, Rough Guide) 29% may have an Online travel agency 25% element of social 26% Leisure Website of a high street travel 15% networking e.g. agent 16% Business TripAdvisor Car rental website 11% 14% Social networking website 10% 11% Travelport confidential 32 Base: 59,499 Leisure traveller s and 3,064 Business traveller s
    • The distinction between Suppliers, Tour Operatorsand OTA’s will continue to blur Online Travel Tour Operators Suppliers Agencies Travelport confidential 33
    • Air Transactions will become much more complex Travelport confidential 34
    • Social media & smartphones have created newopportunities for travel companies to provide servicesbut how can this be monetised? Facebook Places, Foursquare and Google Places provide users with Augmented reality local content (offers, check- makes it in) most useful on the mobile web possible to overlay 82% of travellers data on the real life using Priceline’s experience mobile app booked within 24 hours of arrival compared with 45% of desktop bookers Apple iTravel Does it have potential to change the industry? 35 Produced by Market Strategy and Pricing, CMO
    • Key take aways • Online sales channels are becoming more and more important • Online is not offline on the Internet • Define your model and what success is • Many building blocks • Coming next – Pure Play Booking Fee Models will be dinosaurs – Non Transactional Websites will increase in importance – Co-opetition will be the model – How to monetise new opportunities social media & smartphones have created? Travelport confidential 36