1. Using technology to gain hotels serve travel, they donʼt create it
strategic advantage hotels can only react to situations
hotels are not in control of their market
Des OʼMahony PhD
CEO & Founder, Bookassist
1 2
the industry needs to be able to what are the factors influencing
react decisively and with agility the industryʼs future?
3 4

2. technology driven society global economy & society
5 6
economic realities we canʼt control political realities we canʼt control
7 8

3. Average Price for a Double Room
Online data 2009
city 01/2009 01/2010 change
Dublin 167.2 97.44 -42%
London 145.60 142.16 -2%
Milan 142.68 121.80 -15%
environmental realities we canʼt control Barcelona 115.64 93.96 -20%
Vienna 116.06 103.35 -11%
Budapest 78.56 64.96 -15%
Berlin 126.44 100.92 -22%
9 10
European Data - Primary City Destinations
% change - seasonally adjusted
23% peak
15%
8%
decline
0%
economic cycle
recovery
-8%
-15%
Mar-03 -23%
Mar-04
Mar-05
Mar-06
revPAR Mar-07
Mar-08 -30% trough
Average room rate Mar-09
Occupancy
STR Global / Bookassist
11 12

4. 1
Distribution continues to move
Hotels cannot assume they will follow rapidly to the internet
the same path to recovery as before
Hospitality must work now to seize 2
the new opportunities available Distribution on the internet is
moving from indirect to direct
13 14
“
Online Hotel Reservations as a percentage of
Total Hotel Reservations 2005-2009
Asia Pacific Europe N. America
70%
60% in 2010 it is expected
50%
that 50% of all LEISURE
40%
30%
bookings worldwide will
20% be made via fixed and
2005
10% mobile internet
2006 0%
2007
2008
Hospitality eBusiness Strategies 2009
Hospitality e-Business Strategies HeBS
PhocusWright, Merrill Lynch, HeBS
15 16

5. Internet Booking Source 2009 - Top 30 Hotel Brands
80% 100%
40% 60%
0% 20%
own brand website 75.1% indirect sale direct sale
3rd party commissionable 5.3% “Retail” -HRS, Bookings,Venere
3rd party net rate 10.6% “Merchant” - Expedia, Hotels.com,Travelocity change in guest behaviour...
3rd party opaque 9% “Opaque” - Priceline, shoppers top travel sites are now discussion sites
increasingly value-conscious guest
increasingly detail-conscious guest
Hospitality e-Business Strategies HeBS
17 18
“ These findings
reinforce the belief that the
hotel website is its most
important branding tool
and revenue generator
3things hotels need to focus on
Fonte: Hospitality e-Business Strategies HeBS
September, 2009
19 20

6. 1
3things
Internet strategy needs to be core
strategy, not peripheral
Traffic
21 22
Traffic Conversion
brand web site strategy
domain strategy communicate
Conversion segmentation
competitive
analysis
call to action
remove barriers
compelling offer
target service level
look book spend rate parity
analyse exclusivity
refine. last available room.
23 24

7. (Analysis)
25 26
1 2
3things
Websites, booking capability and mobile
access need to be up to speed and
ready to serve
27 28

8. Hotel Websites Unoptimized Website
29 30
Optimized Website
versus 62.8%
versus 18% “ I am struck by the
explosion of mobile computing -
mobile is clearly going to win the
battle with traditional computers.
Eric Schmidt, CEO Google
Abu Dhabi, March 10, 2010
31 32

9. iOS web access presents ~67% of all
mobile web access, or twice everything
else combined (June 2010)
67% iPhone
iPod
iPad
Mobile web access is growing at three
iOS
times the pace of computer web access Mobile Web
Android
Windows Mobile
Symbian
Blackberry OS 33%
Taptu Mobile Touch Web Report Jan2010
Survey of 110M websites monthly
%
Apple WWDC June 2010,
Bookassist Analytics Q1 2010
80 -85
33 34
Dublin Hotel Q1-Q2
Ecommerce is the fastest growing
4%
area of mobile web access
+49.9
+52.75
Taptu Mobile Touch Web Report Jan2010
Survey of 110M websites monthly %
35 36

10. Webapps (mobile enabled web services - cross-platform)
are growing at three times the rate of downloadable apps automatic redirect
350000
300000
Webapps
250000
200000
150000
100000
50000
0
iPhone apps
2008 Q1 Android apps
2008 Q3
easy return
2009 Q1
2009 Q3
37 38
Location Services
will be critical -
interactivity
Route
Location Services
will be critical -
advertising
39 40

11. “ Apple is likely to add a
location component to its mobile
ads so, for example, coupons
from local stores could show up
on a person’s phone
41 42
1 2 3
3things
The end of
broadcast internet
Align offline and online strategy to target
indirect guests and build lifetime value
43 44

12. “
Itʼs about conversation
Audiences expect more and
they want to be involved more -
This change [social networking] is
the answer to our economic
problems.
Rupert Murdoch
NAPTE, Jan 27 2010
45 46
with the world watching how you
interact with your customers
47 48

13. “
Concurrent Advantage in Search
Website/Mobile
Social Media allows Blog
you to project your Facebook
YouTube
customer service outside
Twitter
your establishment in an
unprecedented way
Competitors
49 50
Internet strategy needs to be core strategy,
1 not peripheral
Websites, booking capability and mobile access need
2 to be up to speed and be ready to serve
Align offline and online strategy to target indirect
3 guests and build lifetime value
Thank you!
51 52