Destination Services
The Creation of a Formerly “Unviable” Market

November 13th, 2013

Dr. Andreas Schräder
Group Senior ...
3463000000000

1
Global Travel Related Spend
Umsätze

Retail

Lodging

Activities
Flights

Transit
Cars
Food

Source: USTravel.org, WTTC 20...
2106000000000

3
Global Travel Related Online
Spend

Retail

Lodging

Activities
Flights

Transit
Cars
Food

Source: USTravel.org, WTTC 201...
284000000000

5
Travel Is Mobile by Definition
– Online Travel Is Not
In-destination services
are bought in destination

Travelers were of...
Mobile Penetration Triggers New Supply

In-destination services
are bought in destination

Travelers are online
during tra...
A viable market?

8
The Mobile Marketing Challenge
People don‘t search for in-destination content
People don‘t appreciate being spammed with i...
To Do List
Understand our customer’s multichannel behavior
Understand individual user’s behavior related to mobile proposa...
Behavioral
Targeting
CRM

Big Data

Multi-channel
Supply
Management
Aggregation
Itinerary
Management

11
12
284000000000

13
14
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Odigeo - NOAH13 London

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Destination Services: The Creation of a Formerly "Unviable" Market - Presentation at AdTelligence workshop by Dr. Andreas Schräder, Group Senior Director of International, Mobile and New Ventures at Odigeo at the NOAH 2013 Conference in London, Old Billingsgate on the 13th of November 2013.

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Odigeo - NOAH13 London

  1. 1. Destination Services The Creation of a Formerly “Unviable” Market November 13th, 2013 Dr. Andreas Schräder Group Senior Director International, Mobile and New Ventures 0
  2. 2. 3463000000000 1
  3. 3. Global Travel Related Spend Umsätze Retail Lodging Activities Flights Transit Cars Food Source: USTravel.org, WTTC 2010, IATA 2010, PhocusWright 2012 2
  4. 4. 2106000000000 3
  5. 5. Global Travel Related Online Spend Retail Lodging Activities Flights Transit Cars Food Source: USTravel.org, WTTC 2010, IATA 2010, PhocusWright 2012 4
  6. 6. 284000000000 5
  7. 7. Travel Is Mobile by Definition – Online Travel Is Not In-destination services are bought in destination Travelers were offline during travel There was no relevant aggregation of fragmented in-destination supply There was no relevant online supply for in-destination services 6
  8. 8. Mobile Penetration Triggers New Supply In-destination services are bought in destination Travelers are online during travel New businesses aggregate fragmented in-destination supply In-destination services become bookable through mobile 7
  9. 9. A viable market? 8
  10. 10. The Mobile Marketing Challenge People don‘t search for in-destination content People don‘t appreciate being spammed with in-destination offers People don‘t like creepy promotions Small margins on in-destination sales don‘t justify risking a customer‘s brand preference 9
  11. 11. To Do List Understand our customer’s multichannel behavior Understand individual user’s behavior related to mobile proposals Understand the actual, current user situation perfectly Merchandize and turn promotions into service 10
  12. 12. Behavioral Targeting CRM Big Data Multi-channel Supply Management Aggregation Itinerary Management 11
  13. 13. 12
  14. 14. 284000000000 13
  15. 15. 14

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