Nerissa Marbury, PMP
for Ben Alter, J.D. Humphries and Tristan Smith

The Travel Industry
Heightened Need For Information
Financial & Emotional Investment
Time: Scarce Commodity
Simplest Trip = Array of Options
Bridge Gap between Expectations & Experience

Advertising Landscape

The Travel Product
No
Diverse Pre-Test
Intangible

Kayak.com
\"We created the site to meet the needs of today's consumers
who are frustrated by having to search multiple sites to find
the best deal.”
www.kayak.com

Search Engine No Hidden Agenda
No Selling 100 Travel Sites
Real Time Availability Real Time Prices

Avoid
Service Fees
Incentive
Benefit

The C-Suite
Terry Jones
Chairman of the Board, Kayak.com
Travelocity
Steve Hafner Paul English
Co-Founder & CEO, Kayak.com Co-Founder & CTO, Kayak.com
Orbitz, Inc. Intuit
Gregory E. Slyngstad
Board Director, Kayak.com
Expedia, Inc.

How Kayak Makes Money
12% - 17% 8%
10%

How Kayak Makes Money
Targeted Marketing
City
Dates
Length of Stay
Airline or Hotel Brand

How Kayak Makes Money
Click-Through Rates
6X Higher
than untargeted placements

How Kayak Makes Money
Revenue*
$85 Million
* December 2007

Affiliates

Competitors
Travel Search Engines

Competitive Comparison
Unique Visitors YOY%
Kayak 4.1M Kayak 9%
Mobissimo 294K Mobissimo 41%
www.compete.com

Search Engine
Online Travel Agencies
Competitors
Travel Search Engines

Competitive Comparison
YOY%
Unique Visitors
Kayak 9%
Expedia 11.2M
Kayak 4.1M Others -9 to -21%
www.compete.com

Competitive Comparison
YOY
# 297 Kayak 13
Others -26 to -40 www.compete.com

Competitive Comparison
Avg. Stay
Kayak 4:49
Others 8:08 avg
www.compete.com

The Bottom Line
Not Selling Anything
Objective, Comprehensive Information
You Decide Which Products
You Decide Where to Buy

Freedom of Choice, Freedom of Voice
Brand Positioning

Freedom of Choice, Freedom of Voice
Philosophy #1:
Give Consumers the option
Philosophy #2:
Kayak Listens

Brand Value
Best Travel Search Engine
Reputation
Best
Coolest
Search Aid
Best of the Web

Brand Value
Relationship

Brand Value
Experiential

Brand Value
Symbolic
Travel

Demographics
www.quantcast.com

Target Audience

Doesn’t Go After
Segments

75% Book Airfare

Wealthy, Educated &
Older

Public Relations Press
Releases

Word of Mouth

User Experiences
http://monitter.com/

Objective
#1 website for online travel search

Objective
#1 website for online travel search

Marketing & Promotions
Ad Spend: 100% Online
key words & travel site ads
Budget: 35% of revenues

Problem
Gain market share without spending
hundreds of millions on advertising
Challenge
Preferably without the use of paid traditional
offline media

Opportunities for Success
Lengthen Time on Site
Increase Number of Visits
Leverage Family of Sites

Life’s A Trip!
There’s a million reasons to travel.
There’s one site to search before you go.