BTO 2014 2 e 3 dicembre, a Firenze in Fortezza da Basso Booking.com Andrea D’Amico Regional Director Italia booking.com Rob Ransom Director Hotel Marketing e membro del Leadership Team di booking.com The World of Booking.com Day TWO | Emirate Hall [VISIONI] | 17.10 - 18.00 http://www.buytourismonline.com/eventi/booking-com/ Chiusura con il botto: in Emirates Hall [VISIONI] e per la prima volta in BTO, dopo un infinito corteggiamento, finalmente booking.com. Al termine del keynote, Giancarlo Carniani con le Q & A.

1. BTO 2014
Florence, 3rd December 2014

2. Facts & Figures
Founded in 1996 in Amsterdam
Part of the Priceline Group
(PCLN) since 2005
550,000+ properties in 200+ countries
8,500+ dedicated employees
135+ offices in 50 countries
33+ million reviews from real guests
4.5 million room nights sold every week

3. Our Model
HR, Finance, Legal
Customer Service, Content
Demand
Marketing IT
Store
Properties
Supply

4. Delight of Right

5. ● The moment of pure joy when people realize how great
their trip is going to be because they found the perfect
accommodation
● We have organized our entire company around our
100% commitment to getting it right for the customer
● Roll out
● United States: January 2013
● Australia: September 2013
● Canada: January 2014
● UK: February 2014
● Germany: May 2014
Delight of Right

6. Social Media

7. Meta Search

8. Paid Search

9. In 43 Languages

10. 12 customer service call-centers
42 languages support around the world
24/7 customer support

11. Across Devices
43% of all travelers go between devices when planning travel
Multiscreen usage is the new norm

12. Source: Google Our Mobile Planet, May 2013

13. 19% of all travelers book their vacation on mobile
30% of 25-35 year old currently use mobile to book holiday
50% of all hotel bookings will be made on a mobile device by 2017

14. Front End
Demand Supply
“Market”
Best customer experience across
all touchpoints

15. We experiment!

16. Test
● A: “Free cancellation, pay when you stay”
● B: “Free cancellation – PAY LATER”
● No difference

17. Round 1: Tabs
Test
● A: No tabs opened from search results
● B: New tab opened for each hotel clicked
● No difference

18. Many Ranking Games: Filtering

19. Many Ranking Games: Sorting
64% 18% 12% 6%

20. How do I get the highest ranking?

21. What can I do?

23. Long Term
Availability
Last Minute
Availability
Auto
replanishment
Room Types
Last minute
booking
without credit
card

24. What story
are your
property
photos
telling?
High-resolution photos.
Relevant photos showcase your
unique features and selling point
Guest reviews help identify what
customers enjoy about your property
Show potential guests
what they can expect

25. Why photos?
24 photos
Landscape
2048 x 1536 pixels
10 photos per room
Natural light
92% Visitors are more likely
to book with photos
Positive impact
on conversion
Manage guest
expectations
Justify the higher
rate

26. Hotel Marketing Services
Rob Ransom

27. Accommodation
partners
World-class
Marketplace

28. Accommodation
partners
World-class
Marketplace
Innovative
Property
Solutions
Booking HMS

29. Hotels, We Have A Problem
Confidential ̶̶ All Rights Reserved | Copyright 2014- Hudson Crossing LLC
Hotel Distribution And Technology Map
1414
TMCs &
Travel agents
e.g. Amex GBT,
BCD, Carlson, etc
Search,
Metas & OTAs
e.g. Google,
Kayak, Booking,
Ctrip, Expedia,
PCLN, TripAdvisor
Hotel Web
e.g. TC, Sabre,
TIG, Open
Hospitality
Offline
• Call center
• Walk-in
• Large group
Leisure
traveler
GDS - Global
Distrib. Sys.
e.g. Amadeus,
Sabre, Travelport
CRS
e.g. Sabre, Trust,
Pegs, Genares,
TravelClick,
TravelTripper
Corporate
traveler
–Managed
–Unmanaged
Primary
Secondary
GDS Switch
i.e. Pegs
UltraSwitch
UltraDirect (GDS)
Channel Mgrs
e.g. EZYield,
SiteMinder,
RateGain, HBSi
PMS
e.g. Micros, Sabre,
Agilysys, RoomKey,
Atrio/SMS, Indra
Revenue Mgt.
e.g. IDeaS,
Duetto, ORMS,
easyRMS, PROS
Hotelier
B.I.
• Rate Shopping
• Demand
• CRM/Loyalty
Connectors
e.g. Derbysoft
Switchfly
Wholesalers
e.g. GTA, EAN,
HotelBeds,
Tourico, PCLN
Main channel
Secondary channel
Media Bins
e.g. Leonardo,
IcePortal,
CMSs, manual
Backoffice and
POS (n/a here)
e.g. Micros and
PAR Tech for POS,
HotSOS, CRM,
Campaigns, Loyalty.
Financials, etc
Figure A: Hudson Crossing’s overview of distribution and

31. Three keys to a successful property
website
 Great branded experience for online guests
 Easy to use on all devices
 Seamless booking process

33. 97 unique screen resolutions in 2010
232 in 2013

36. Property Websites for Accommodation Providers
• Content Management
• SEO optimized
• Up to 42 languages
• Design options
• Support for all
devices
• Integrated Booking Engine
• Performance reporting
and ROI analysis

38. Pineapple Group – 6 Hotel Group on the West Coast - USA

41.  Great online experience
for your guests
 Easy to manage
 More direct bookings

42. Grazie!