This is the presentation of Philip Brinkmann CEO of Travelplanet24.com during the IFITT Greece Inaugural Event in Athens Hilton Sept 2011. He explain us how technology helps OTAs to increase conversions by using three samples, A/B testing, Social Media strategy, booking funnel for integrated ads.

1. The impact of technology on conversions

2. Table of content A/B or multivariate testing 1. The integrated booking funnel 3. How to use social media in the booking funnel 2.

3. A/B or multivariate testing We made a small experiment where we changed the „book“ button on the last step of our booking funnel. Definition: Multivariate testing is a process by which more than one component of a website is tested in a live environment. Multivariate testing can test the effectiveness of multiple variations of content.

4. The experiment

5. The winner Original design New design

7. Table of content A/B or multivariate testing 1. The integrated booking funnel 3. How to use social media in the booking funnel 2.

9. The application

11. Table of content A/B or multivariate testing 1. The integrated booking funnel 3. How to use social media in the booking funnel 2.

15. The integrated booking funnel User is redirected to a page where he immediately sees what dates the price is available

16. Investing in technology will increase your conversions

17. Thank you very much for your attention [email_address] LinkedIN: http://gr.linkedin.com/pub/philipp-brinkmann/b/2a2/423 Facebook: www.facebook.com/travelplanet24 Twitter: travelplanet24 Company Presentation