1. Revenue Generating SIENA
Integrated Solutions, the “future” Alejandro Lista
for Hoteliers Director of E-commerce
Southern Europe
10 April 2013

2. TravelClick provides expert
solutions to hotels to optimize
performance, grow revenue,
and create a stronger brand.
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3. Our team delivers global expertise and local
knowledge to grow Hotels revenue.
Our dedicated field sales, account management, and service teams have deep knowledge of the
communities where your hotels operate, and they draw from proven industry experience.
33,000+ hotel customers 176 countries 800+ employees
Atlanta Barcelona Chicago Dubai Hong Kong Houston London Melbourne
New York Orlando Philadelphia Shanghai Singapore Tokyo
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4. We’ve been a leader for more than 12 years,
guiding 33,000+ hotels of all types and sizes.
Independent &
Mid-Sized Brands
Small size Groups
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5. We have five lines of •iHotelier® Central Reservation System™
•iHotelier® Web 3.0™
•iHotelier® Mobile™
business that will work •iHotelier® GDS & Pegasus UltraDirect™
•EZYield Channel Management™
together to improve •iHotelier® VoicePro™
•iHotelier® Demand™
Hotels performance. •iHotelier® PMS Integrations™
• Rate360®
• Agency360®
• Demand360®
• Enterprise Solutions™
• Travel Agent (GDS) Media™
• Display Marketing™
• Pay-Per-Click Advertising
• Custom Websites
• Search Engine Optimization
• Social Media Optimization
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6. Our products work together to help hotels
turn information into action to generate
direct bookings and get repeat guests.
Guest Management Business
Solutions Intelligence
Media
Reservation Solutions
Solutions
Web
Solutions
6

7. Global Highlights | 2012
The Brand Website revenue contributed 20.7% of the
total revenue booked
Revenue by Channel
2012
Web = Hotel proprietary Web site + CRS = Central reservations office for
Mobile site or brand Web site contact center reservations via voice,
chat or email
OTA = Online travel agency such as
Expedia, Booking, Venere, HRS
GDS = Global distribution systems Direct = Reservations taken directly
Sabre, Galileo, Worldspan, on property such as walk-ins,
Amadeus meetings/groups, direct call in
Source: TravelClick Demand360. Top 50 markets worldwide from participating brands. Revenue in USD.
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8. Global interest for accommodation
International Domestic
26%
Italian market interest for accommodation
74%
1 Source Google research data, Q4 2012
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9. Global interest for European accommodation
1 Source Google research data, Q4 2012
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10. Hotel searches on Mobile are growing very
fast globally
One in Seven 5-10% of web By 2015, 81% of
searches bookings come cell phone users
originate from a from a mobile will have smart
mobile device¹ device3 phones5
42% of travelers research or 65 percent of mobile More people will access the
book accommodations on a bookings are same day4 internet via mobile devices
mobile device platform2 than desktops6
1 Google research data, 2012 4 Orbitz data, Dec 2011
2 Smarter Travel 5 Goldman Sachs. June 2011 4/15/2013 10
3 TravelClick Data – sampling of 1600 iHotelier clients with MobiBook. 6 IDC New Media market Model, Sep 2011

11. iHotelier Mobile statistics*
The ADR for a typical Mobile booking versus web booking is 15 USD higher
Close to 50% of all Mobile bookings are made with 0 to 1 day lead time
The average mobile reservation is 25% higher in total revenue value versus web
bookings
Hotels receive a minimum of at least 2 direct voice bookings via the iHotelier
mobile click to call
* TravelClick Data – sampling of 1600 iHotelier clients with MobiBook.
11

12. GDS statistics for Siena
12

13. Major Market Trends in Hospitality
Trend 1: Social media is the cornerstone of marketing strategy
Trend 2: Business Intelligence (BI) at every level. The new face of successful travel
companies:
Competitor Analysis - Market Penetration - Distribution costs by channel.
Trend 3: Meeting the expectations of the modern consumer:
Improve customer experience - deliver relevant data - engage the customer - embrace
new channels - Integrate online, offline and social - retain customer loyalty.
Trend 4: Semantic technology (finally) becomes relevant in the travel value chain
Evaluate opportunities – Experiment to see what works
Trend 5: Mobile provides a unique platform for more direct distribution
The new mobile devices facilitate continuous engagement - mobile marketing becomes
more personalized and relevant
*Source: PhoCusWright Inc.
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14. We understand this complex and changing
market.
Distribution Service
Channel Guests
Corporate
Branding
Sales
Revenue
Management Marketing
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15. Reservations Solutions
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16. We understand the critical business
challenges facing by hotels.
Manage my channels in
Accurately forecast the
an integrated way in order
costs associated with
to avoid over booking or
each booking channel
under booking
Access data and insight
Gain additional
that enable me to price
direct bookings
correctly based on future
without incremental
demand and competitor
cost
activity
Reduce the time and Avoid the effort
effort associated with associated with
working with multiple manual updates of
vendors multiple systems
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17. Electronic Distribution Map
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18. Hotels need a single point of entry for real-time
distribution management across all channels.
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19. Hotels must have a next generation seamless
connectivity to all 4 of the GDS.
+10% growth in GDS revenue and bookings for TravelClick hotels in 2012.
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20. Hotels need a state-of-the art web booking
engine that will help to:
Build your brand
With a new, cutting-edge web booking engine
Drive more bookings
In fewer clicks with optimized navigation and clear calls to action
Increase RevPAR
With intelligent upsell of stay length, rooms and add-on services
Have full control of the booking experience
Allowing you to sell the way you want, but even must important
the way your customers want to buy.
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21. Drive more direct bookings in fewer clicks
and increase RevPAR
Select Dates Select Rooms Add Enhancements Confirm Reservation
Optimized navigation precipitates conversion in ~20% fewer clicks
Turn lookers into bookers with engaging visual
cues and clear calls to action
Up-sell and cross-sell
functionality
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22. Booking engine’s features should include:
Add a day before or after dates
selected to increase occupancy.
Flexible date calendars to
allow guests to see when best
rates are available to stay.
Up sell Room categories and
ancillary products/services to
increase Revenue for each stay.
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23. Hotel needs to control booking experience with
easy to use, self-serve administration.
Create multiple
themes for
Preview real-time,
promotional offer
prior to publishing
merchandising
to live site
Easy photo and
media content
administration
Flexible
configuration for
all design aspects
Enhanced
customizations for
button styles,
header gradients
and colors
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24. Automated email marketing capabilities…
Pre-stay email marketing to Post-stay: Engage customers after
anticipate your customer needs. departure, Social Media, Cross-Selling,
future stays discounts..
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25. A custom Area Search mask integrated into
the website enabling multi-property availability
searches for groups.
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26. Hotel will capture more on-the-go bookings
with a mobile booking engine.
42% of travelers research or book accommodations on a mobile device1
40% book within 1 day of arrival2
25% book on the same day of arrival2
Increase
direct
Bookings to
your hotel…
1 SmarterTravel
2
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Based on iHotelier Mobile customer data

27. iHotelier Mobile facts
• Hotels receive a minimum of
at least 2 direct voice
bookings via the iHotelier
mobile click to call…
…for every 1 booking finalized
within the iHotelier mobile booking
engine.

28. Increase Demand with partnerships to drive
incremental bookings and reduce Hotel
distribution costs…
Metasearch OTA Consortia/
Partnerships Partnerships Mega Agency
Partnerships
• Increased demand driven directly • Increased distribution resulting • Increased business travel
to your web booking engine in more bookings demand and bookings
• Competitively position hotels to • Preferred placement on the • Favorable subscription pricing
drive direct bookings shelf • Preferred placement in GDS
• Preferred commercial terms • Preferred commercial terms, • Access to travel agent offices
resulting in reduced customer including reduced margins globally
acquisition costs • Centralized management of
RFP content, submission and
rate audits
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29. … Work with partners to drive demand to
Hotels to your direct channels.
Online Travel Agent In Development
Metasearch Corporate
Consortia
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30. Your Hotel needs to be where customers are
and drive more direct Business
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31. An integrated channel manager will allow
Hotel to have full control of their online
distribution across all channels from their
PMS. Increase and diversify your online
distribution and deliver OTA reservations
directly to your PMS
Rates /
Inventory
iHotelier OTA Sync (iHOS) integrates
with iHotelier to automatically update availability,
rates, and inventory to more than 750 OTAs and
simultaneously deliver online reservations directly
into the PMS, eliminating overbooking and
common data entry errors
Reservations
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32. Seamlessly synchronize availability, prices, reservations directly
from and into your Property Management System, allowing for
true last room availability.
iHotelier PMS Connect
Your Hotel’s
Property
Management
System
Rates / Availability
Reservations
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33. Real time reporting is key…
Integrated, simple and flexible manager level reports with rate codes, credit cards,
LOS, pace information create the base for strategic decisions
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34. Web Solutions
&
Web Marketing
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35. Customized designs that reflect each unique property
style including “Best Practices” to convert.
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36. Every Hotel needs a customized Mobile Site

37. Mobile websites are a complete yet simple
solution for hotels
Create your mobile site to complement your current site design
Updates and maintenance needs to be easy to do for Hotels with a
content management system
Links to Hotels social media pages, click to call functionality, and
integrated Google Maps make it easy for your guests to find you
Built on a sub-domain, a mobile site provides a SEO boost and
Google Analytics must be included to measure Hotels performance
Live Lead Rates integration, and direct links to a mobile optimized
booking engine, drive conversions
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38. Robust content management system (CMS) that
allows Hotels easily maintain the website fresh
and updated.
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39. The TravelClick
approach to driving
online revenue using
online media
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40. TravelClick’s E-Commerce Strategy
Analyze
Convert
• Paid Search
• SEO • Website Analytics
• Best Practices Design • Online Marketing
• Social Media
• Best Rate Guarantee Performance
• Display Advertising
• Dynamic Rate Display • Email Acquisition Review
• Affiliated Marketing Strategy
• Integrated Booking • Data Driven
Engine • Email Marketing optimization
• Pre / Post Stay Email
Marketing
Attract • Social Media
Retain
40

41. Where do people go when they leave your
site?
22 9.5 68%
The number of The average The percent of
sites the average number of online consumers who
travel researcher research sessions consult online
visits before a consumer reviews before
booking conducts before booking
booking
Google Think Insights: 5 Stages of Travel
41

42. Generating bookings is a numbers game.
Drive traffic to your site with a full blend of online marketing.
Paid Display Email Organic
Search Remarketing Marketing SEO
5:1 to 15:1 5:1 to 20:1 Targeted blasts
with an with an Average Averages
average of average of
11:1 ROI+ 15:1 ROI+ 20:1 ROI 4:1 ROI
Use SMO to
5 to 10% General
capture a
CTR blasts
larger share
increase Average
of traffic
with SMO 5:1 ROI
Trip Advisor Trip Advisor acts as a conversion multiplier
Social Media Social Media acts as ROI multiplier
Targets those researching your market or
Travel Intent Display who have booked a flight to your market
All marketing channels integrate to touch the bottom line
42

43. Growing high quality traffic to Hotel website is
key to maximizing online revenues.
It needs to be focused on the right channels
Online marketing
Online research activities strategy:
Google: “best things to see in Paris”
Research Travel Content Sites: guide to Paris
Acquire new
TripAdvisor: things to do in Paris customers
Airline Sites: Complete flight reservation
Google: “Boutique hotels St. Germain
Shop
TripAdvisor: Reviews
Make it easy to
Your website: In-depth property research
book direct
Google: “Hotel Amour”
OTA: Shop/book travel
Convert Travel
Buy Agent shoppers
Travel Agent: Shop/book travel
43

44. An effective online marketing strategy for
Hotel targets two groups of qualified leads:
Converters: People who show interest in your property
Behavior How to target
this behavior
Search for your property on Google PPC (Paid Search) brand terms
Visit your site but don’t book Display Remarketing
View your TripAdvisor page TA Business Listings & Check Rates
Shoppers: People coming to, or researching the market
Behavior How to target
this behavior
Search your market on Google PPC (Paid Search) geo/generic terms
Read travel content sites Travel Intent Display (Contextual Marketing)
Booked a flight to your market Travel Intent Display (Behavioral Marketing)
44

45. Display Remarketing is how you bring back and
convert visitors who abandon your site.
97% of consumers who visit your hotel website leave without booking.
The search begins They find your hotel! They get sidetracked
They leave your site. They browse the web Your ad appears where They see your ad,
Time passes. (not just travel sites) they browse, reminding return to your site,
them to book and book directly
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46. Travel Intent Display is media targeted to
travelers researching or traveling to your market
A Chicago hotel serves ads
They book a flight to Chicago
as they browse the web
Behavioral Display:
Ads that target potential bookers
wherever they are browsing, based
on their online activity.
- Example: Someone who booked a
flight to Chicago
Contextual Display: Chicago
Ads placed on specific sites that have hotel ad
content related to travel to a
destination
- Example: Top 10 things to do in
Chicago
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47. Your Hotel needs to be where the customers
are and engage the customers:
A social media optimization drives direct bookings, exemplified by our award
winning program for Hotel BLOOM!
Increased fan base by 300% in
less than two months
Sold 10 extra room nights directly
from hotel’s Facebook party tab
Gained 450 new email subscribers
Was awarded the IAC 2011
Best Hotel and Lodging
Social Media Campaign
47

48. Multi-media plans
drive higher returns
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49. The foundation of TravelClick’s media
solution is an integrated program
From products To holistic media planning
managed in isolation… and management
Travel
Pay-Per-
PPC DRM Intent
Click
Display
Travel Travel
Agent Agent DRM
Media
Trip Travel Media
Intent
Advisor Display Trip
Advisor
• SEPARATE products and objectives • ONE integrated media strategy
• SEPARATE contracts • ONE contract
• SEPARATE points of contact • ONE point of contact
• SEPARATE performance reports • ONE performance package
49

50. With a customized Media Solution you invest
in a comprehensive media portfolio designed
to grow your revenue.
Custom digital marketing plan with access to TravelClick’s
best-performing media inventory
Flexibility to shift funds between media types based on
performance ~ driving higher media returns
Holistic media planning and management
One contract, invoice, and performance package
Monthly email reports and review calls with your media
strategist
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51. An integrated offering makes it easy to add
digital services to maximize Hotel direct
bookings.
Display Marketing
PPC
Same Month-to-Month Social Presence
Mobile Site
Pricing
SEO
One Contract
Your Website
Same Design and
Marketing Team
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52. Business Intelligence
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53. Business Intelligence solutions provide you
with actionable insights to increase hotel
revenue.
Price rooms…
…with precision,
Promote products… to win the right
customers and
Target customers… maximize Hotel
revenue
Allocate inventory…
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54. Suite of Reporting solutions to help Hotels
increase revenue.
Rate Agency Demand
See your competitors’ See your competitors’ See your market’s future
rates production by production across all
travel agent channels
How should I price to To what agencies What should I do now
maximize ADR and should I target my to impact my future
occupancy? sales activities? bookings?
RATE360 AGENCY360 DEMAND360
& DESTINATION INSIGHTS
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55. Summarizing:
Integrated solutions to
drive direct Business
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56. Your website needs to reflect an unique
property or brand style and features, but always
combined with the Best Practices to convert.
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57. A mobile-friendly website is a “must” for
every hotel:
One in Seven 5-10% of web
searches bookings come
originate from a from a mobile
mobile device¹ device3
42% of travelers research or 65 percent of mobile
book accommodations on a bookings are same day4
mobile device platform2
By 2015, 81% of
cell phone users
will have smart
phones5
More people will access the
internet via mobile devices
than desktops6
1 Google research data, May 2011 4 Orbitz data, Dec 2011
2 Smarter Travel 5 Goldman Sachs. June 2011
3 TravelClick Data – sampling of 1600 iHotelier clients with MobiBook. 6 IDC New Media market Model, Sep 2011
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58. Your hotel needs an integrated solution for
real-time distribution management across all
channels.
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59. Customize the online booking experience to engage
customers and get more direct bookings.
10/1/2012 59

60. The media landscape is complex, and hotels
need help getting in front of potential guests
with a holistic Media approach .
Guest
Hotel
60

61. Your Hotel needs to be where customers are
to drive more direct Business
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62. Social media optimization drives direct bookings:
−845m monthly active users −250m monthly active users −1 trillion views in 2011
−2.7b likes/comments a day −500m users signed up −1 hour uploaded/second
−250m photos uploaded/day −340m tweets sent/day −3 billion hrs watched/month
Engage your customers with Social integration into your
Booking Process and Email marketing
62

63. Business Intelligence is Key for taking the
right decisions and increase Hotels’ revenue.
Rate Agency Demand
See your competitors’ See your competitors’ See your market’s future
rates production by production across all
travel agent channels
How should I price to To what agencies What should I do now
maximize ADR and should I target my to impact my future
occupancy? sales activities? bookings?
RATE360 AGENCY360 DEMAND360
& DESTINATION INSIGHTS
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64. GRAZIE!
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