Common OTA facts• Started at the end of the 1990‘s • Money spent on Google• Browser-based “ Icelandic metasearch site Dohop recently pointed out that general searches on the words "ﬂights" and "hotels" have steadily declined over the years. ” “ The cost of other travel-related keywords has continued to climb over the years. For small businesses that spend less than $10 000 a month on AdWords (or about 96% of businesses that use AdWords), these are challenging times. ” • Google search conversion rate for travel: 1.45% Source: Tnooz/wordstream
GDS Corporate-based once powerful tool Challenged by its clients“ Mandating that airlines distribute all of their content through a GDS monopolist will result in signiﬁcant consumer overcharges. -Airline Alliance letter, 2012 ”
2010+ ...change happensEnter the Digital Native
Digital native characteristics no age group: behaviour related tech aware curious > or converted community-driven behaviour
Browser Users How did you ﬁnd the hotel?Friends and Family 22.9% OTAs 20.7% TripAdvisor 18.2% Other 17% Repeat Guest 12.3% Travel Agents 3.1% Magazines 2% Facebook 1.6% Blogs 1.5% Guides 0.5% Twitter 0.2% 0% 3% 6% 9% 12% 15% 18% 21% 24% 27% 30% source: Tnooz (originally WIHP on 20 000 guests)
Digital natives’ secret to travel? Being at the centre of information non-travel apps travel apps forums and similar misc. (ﬂickr) social networks “Classic” Travel Webfriends and family OTA | Reviews | Google Able to process multi level information and put it into one picture (search for semantics)
World of InteractionsAccommodation Place Expertise and opinion
Digital Natives’ World of Interactions When preparing a trip When travelingfriends and family travel apps oversharing Contact and preparation • Tripit Expertise and • Lonely Planet Recommendation knowledge • Yelp • etc Social apps and websites
The Digital Native is Always Connected data streamIt is not about: It is about taking the• devices world of interactions• mobile vs desktop with him• social media• apps and more apps Today: app environment on devices allowing us to stay connected. In the future? We can only guess Apps casual browsing (social sharing, augmented reality)
Digital natives. What does it mean for your hotel?Your digital native guest:- discovered the destination via app- found some useful info about local hotels on forums- asked both his ofﬂine and online "friends, family and contacts" aboutthe destination- booked the hotel via an app on his phone- found the best way to reach the place/hotel using a foursquare tip oncearrived at the airport- overshared his arrival online > likely to meet new people - whether he travelswith family/friends/or alone- knows already that the person who "checks in" at your hotel the most is yourreceptionist.
ConsequenceTyping "hotels in Rome" in Google is likely to be less relevant fromnow on.Users will ask for OTA platforms where they could do more thanchoosing a destination and reserve room nights.
We are building a travel experience revolving around the Treovi platformFeatures include:• powerful facebook app / facebook connect actions on Treovi > actions on facebook• interaction with other Treovi travelers (surprise)• interaction with travel apps• making the Treovi user play (surprise)• ... and much more makes the user stay on Treovi longer and discover/reserve more destinations/hotels
... and the best thing is,No charges or commissions on these reservations
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