Expect highly relevant experiences</li></ul>Anytime, Anyplace<br />Under 30s <br />Pragmatic Under 40s <br />Total ‘Online Traveler’ Population <br />Design product solutions for core targets<br />Source: Internal Qualitative Groups May & June 2011, PhoCusWright 2010 Traveler Technology Survey<br />
Consumers are shifting purchases further in-trip<br />2011 US Mobile Booking Survey <br /><ul><li>65+% of mobile users are booking hotels same day
39% of all travelers will research travel on their phones
Majority using search, maps and more for just-in-time itineraries</li></ul>Intend to book mobile phone (35% or 36MM)<br />Check-in, check itineraries (42%) <br />Location-based functionality and time-sensitive offerings drive purchase <br />Source: Travelocity Survey, March 2011, n= 1,253 internal data.<br />6<br />
All platforms are relevant, with heavy shoppers orienting towards apps over web<br />Source: Amadeus U.S Air Travel Survey, April 2011, n =1,000 Age 18-34<br />
Social media and UGC are increasingly core to purchase<br /><ul><li>48% of travelers post on social media
13% use social networks to shop for travel </li></ul>Dream & Discover<br />Shop & Book<br />Share & Play<br />Social media & user generated content are must-have experiences to engage shoppers <br />Source: PhoCusWright 2010 Traveler Technology Survey <br />8<br />
Mobile represents opportunity to acquire new users<br />Not just cannibalizing desktop transactions or a loyalty play<br />Source: Internal, May 2011<br />
Competitive Landscape across trip lifecycle – large unmet needs & opportunity for differentiation <br />OTA<br />Traditional OTA<br />Meets<br />Well<br />Meets<br />Niche<br />Somewhat Meets<br />Some Features<br />Does not meet <br />10<br />
Mobile opens up new opportunities for brands <br /><ul><li>High unmet needs today - mobile Apps lag desired consumer behavior
One-stop mobile app experiences vs. individual best of breed desktop experiences – opportunity to move beyond transactional experiences
Innovation and differentiated experiences halo brand</li></li></ul><li>12<br />Parting Tips<br /><ul><li>SEM and SEO are fragmented and under-optimized, low hanging fruit
Mobile media vehicles still evolving, don’t despair!
Your obvious assets can be the biggest drivers of App downloads
Combat high App churn by extending product relevancy
Consider drinking the HTML5 and open source Kool Aid</li></li></ul><li>Questions?<br />
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