How pre-shopping has changed the travel search experience


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Gone are the days of walking into a travel agency and saying, “I want to go to Orlando during my Christmas break”, then having the agent book the trip based on point-to-point travel to that destination.

Today, a traveler can say: “I’ve got some free time in late December, I want to go somewhere with sun, I have three small children, and I’m looking for flight less than four hours direct on an airline with television screens on every seat.”

Now the search experience is based on your inspiration and personal parameters. We search for trips based on suggestions that fit into a set of our personally established motivating factors, not necessarily where the suppliers drive us.

Add to the mix web-based crowd-sourcing and social media, and the entire dynamic of how we search, discover and choose travel has been turned on its head.

Panelists for this webinar are:

Alexandra Argüelles, Amadeus, VP of online account management and consulting services
Alek Vernitsky, GetGoing, co-founder and CEO

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How pre-shopping has changed the travel search experience

  1. 1. KKevin MayEditor & ModeratorGene QuinnCEO & ProducerYour hosts
  2. 2. KAlix ArgüellesVP, Online AccountManagement andConsultingServicesAmadeusYour panelistsAlek VernitskyCEO & Co-FounderGetGoing
  3. 3. ©2012AmadeusITGroupSAPre-search, Search, and ShoppingAlix ArgüellesVice President, Online Account Management &Consulting Services
  4. 4. ©2012AmadeusITGroupSAThe “good” old days…
  5. 5. ©2012AmadeusITGroupSATo: From:Departing on: Returning on:Search
  6. 6. ©2012AmadeusITGroupSAHigh level of frustrations for travelers with thetrip planning processInspiration: no way to easily searchmultiple destinations at once
  7. 7. ©2012AmadeusITGroupSAHigh level of frustrations for travelers with thetrip planning processSearch: Too much information to siftthrough
  8. 8. ©2012AmadeusITGroupSAHigh level of frustrations for travelers with thetrip planning processBook: Fear of missing the best price
  9. 9. ©2012AmadeusITGroupSAThree key trends influencing the travel industrySavvy, smarter &empowered consumerslooking forpersonalizationSmarter ConsumersPressure on marginsMore pressure on retailersTechnologyexplosion to enhancetravelers’ shoppingexperienceAs consumer travel needs evolve, online retailers must target their offerto each type of traveler to increase their booking rates.Technology explosion
  10. 10. ©2012AmadeusITGroupSAConsumer behavior: from looking to bookingOnly 7% of travelers to online and search sites actually book on an online siteBook onlinethroughVisitors to onlinetravel agency
  11. 11. ©2012AmadeusITGroupSAHow do you getyour customers tosearch AND stayfor the booking?
  12. 12. ©2012AmadeusITGroupSA12Capture them at the“Pre-search” stageI want to go to abeach.Wherecan I gofor $300?When isthe besttime to flytoDenver?
  13. 13. ©2012AmadeusITGroupSAProvide relevant resultsWisdom of thecrowdGet to know meand what I want
  14. 14. ©2012AmadeusITGroupSAGive them what they want!I want to save money!I want to go toCalifornia!I want to go to thebeach!
  15. 15. ©2012AmadeusITGroupSAAlek VernitskyCEO and Co-Founder, GetGoing.comPre-search, Search, and Shopping
  16. 16. ©2012AmadeusITGroupSA San Francisco-based company founded in 2011 Launched consumer travel booking channel inUSA, expanding to Europe Q4 of ’13, Asia Q1 of ’14 Making our technology available to the agent communityand suppliers in 2014Our Dual Mission For consumers: ease the travel booking experience toencourage more travel For suppliers: provide unique, value-add distributionopportunities and tools
  17. 17. ©2012AmadeusITGroupSAGetGoing heavily engages consumers during the pre-shoppingexperienceRewards discretionarydestination-flexibletravelersPick Two, Get One™ FlightFinder™Helps explore andcompare multipledestinations
  18. 18. ©2012AmadeusITGroupSAPick Two, Get OneTM: Consumers select two destinations, allowGetGoing and the airline to assign one to the customerDiscover destinations12134Choose two destinations(at discounted rates)Immediately find outdestination and flightsMake a non-refundablepaymentParisORMadrid
  19. 19. ©2012AmadeusITGroupSATo accomplish this, we provide extremely relevant content toconsumersRelevant search results Identifying the customer Providing relevantdestinations Providing appropriateflight content“Ancillary” content Curated destinationinformation Integrate social graph(friends that livehere, friends that havebeen here)
  20. 20. ©2012AmadeusITGroupSARelevant search resultsPersonalized searchresults incorporate: Seasons and travel dates Customer preferences Past travel behavior Trip & travel times
  21. 21. ©2012AmadeusITGroupSA“Ancillary” content improves conversion and increasesstickiness
  22. 22. ©2012AmadeusITGroupSA“Ancillary” content engages the customer in the pre-shoppingstage
  23. 23. ©2012AmadeusITGroupSAA wide spectrum of consumers use our exploratory shoppingexperienceVaried triplength0%20%40%60%80%100%Trip lengthLongMediumShort0%20%40%60%80%100%Years of ageVariety of ages41+26-30<1831-4018-250%20%40%60%80%100%DeviceTypical devicesplitPhoneTabletDesktop
  24. 24. ©2012AmadeusITGroupSACurated content and social media use during the pre-shoppingstage is especially high for discretionary travelers0% 20%Pick Two, GetOneFlightFinderAccess curatedcontent0%20%40%60%Pick Two, GetOneFlightFinderLook at “friends thathave been here”2x4x
  25. 25. KThank You!Replay and presentation from today’s webinar will beavailable at www.tnooz.comPlease send your questions to