... or how the digital natives are reshaping the online travel industry. A presentation by Treovi - the no-commission hotel booking startup from Geneva, Switzerland. -for the WHR 2012 conference

1. no commissions, no fees

2. Digital natives reshaping the online hospitality market

3. from travel agents
to OTAs and GDS

4. 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

5. 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
”

6. 2010+
...change happens
Enter the Digital Native

7. Digital native characteristics
no age group: behaviour related
tech aware
curious > or converted
community-driven behaviour

8. 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)

9. 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 Web
friends and family OTA | Reviews | Google
Able to process multi level information and put it
into one picture
(search for semantics)

10. World of Interactions
Accommodation Place Expertise and opinion

11. Digital Natives’ World of Interactions
When preparing a trip
When traveling
friends and family travel apps oversharing
Contact and preparation
• Tripit
Expertise and • Lonely Planet
Recommendation
knowledge • Yelp
• etc
Social apps
and websites

12. The Digital Native is Always Connected
data stream
It 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)

13. 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" about
the destination
- booked the hotel via an app on his phone
- found the best way to reach the place/hotel using a foursquare tip once
arrived at the airport
- overshared his arrival online > likely to meet new people - whether he travels
with family/friends/or alone
- knows already that the person who "checks in" at your hotel the most is your
receptionist.

14. Consequence
Typing "hotels in Rome" in Google is likely to be less relevant from
now on.
Users will ask for OTA platforms where they could do more than
choosing a destination and reserve room nights.

15. We are building a travel experience revolving around the Treovi
platform
Features 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

16. ... and the best thing is,
No charges or commissions on
these reservations

17. no commissions, no fees
Thank you
contact@treovi.com
michal@treovi.com