Simon Lenoir, CEO and founder of Rezdy, shares the latest trends in the attractions and experiences industry. This slide deck will show you: - A current snapshot of the industry landscape. - When to use a consumer-direct strategy versus using intermediaries. - The metrics behind last-minute bookings. - Trends that are driving the future of this exciting industry.

1. The Changing Landscape of Distribution
in the Experience Industry
By Simon Lenoir, CEO at Rezdy

3. BOB GILBERT
Head of Sales,
North America
SIMON LENOIR
CEO & Co-founder

4. ABOUT SIMON & REZDY

5. Today we will:
1. Define the industry
2. Assess the state of the industry
3. Analyze and discuss trends in the
changing landscape of distribution

6. 1. WHAT
INDUSTRY??

7. T&A is an
UMBRELLA
TERM for 30
distinct industry
segments.*
*source: Phocuswright 2013-2016

8. T&A is an
UMBRELLA
TERM for 30
distinct industry
segments.*
*source: Phocuswright 2013-2016

9. 2. STATE OF
THE INDUSTRY
5 Reasons why the T&A industry is being
left behind

10. a brief history of (real) time...

12. REASON #1
FRAGMENTATION
- TripAdvisor lists over
700, 000 attractions and
experiences.
- It’s not an industry, it’s a multitude
of “segments”.

13. ALL THE CATEGORIES
Eva to add icons

14. Eva to add icons
200+

15. HOTELS T&A
No. of suppliers 1,000,000 (HotelsCombined) est. 2,000,000

16. REASON #2
SMALL BIZ
1 in 3 activity suppliers report gross
sales of less than US$250, 000*
*source: Phocuswright’s When They Get There and Why They
Go: In-Destination Activities, 2013-2016

17. REASON #3
NO/LOW TECH
- 60% of activity suppliers report
annual spend on technology of less
than US$10, 000*
- No tech standard within the
industry
*source: Phocuswright’s When They Get There and Why They
Go: In-Destination Activities, 2013-2016

18. HOTELS T&A
No. of suppliers 1,000,000 (HotelsCombined) est. 2,000,000
Annual tech budget US$ 150k (AHLA) <US$ 25k (Phocuswright)
Tech standard OpenTravel None (Rezdy?)
Online booking softwares 290 (Capterra) 10-15
Channel managers 50+ <3

19. REASON #4
NO ASSOCIATION
… other than the recent “Experience
Network” under the supervision of U.S.
Travel

20. HOTELS T&A
No. of suppliers 1,000,000 (HotelsCombined) est. 2,000,000
Annual tech budget US$ 150k (AHLA) <US$ 25k (Phocuswright)
Tech standard OpenTravel None (Rezdy?)
Online booking softwares 290 (Capterra) 10-15
Channel managers 50+ <3
Association AHLA (US), AHA (AU) None

21. REASON #5
INERTIA
“I don’t want to change anything. I like
things the way they are.”

22. HOTELS T&A
No. of suppliers 1,000,000 (HotelsCombined) est. 2,000,000
Annual tech budget US$ 150k (AHLA) <US$ 25k (Phocuswright)
Tech standard OpenTravel None (Rezdy?)
Online booking softwares 290 (Capterra) 10-15
Channel managers 50+ <3
Association AHLA (US), AHA (AU) None
Connected suppliers 85% 5% have distribution
Number of OTAs 300 (Siteminder) 5-10
Commission ~15% (most of the volume) 10-35%

23. THE 5 STAGES OF TECHNOLOGY ADOPTION
(Rogers’ bell curve)

24. 3. TRENDS
IN THE
CHANGING
DISTRIBUTION
LANDSCAPE

25. 5,300+
ACTIVE BUSINESSES
IN
88
COUNTRIES
206,000
BOOKINGS PER MONTH
$1,200,000,000
IN BOOKINGS PER YEAR
$3,200,000
IN BOOKINGS DAILY

26. Meanwhile in Rezdy…
Tours and activities providers will receive
$102,740
in bookings during this 45-minute webinar.

27. Direct VS Distributed
DISTRIBUTED
13%
DIRECT
87%
DISTRIBUTED
17%
DIRECT
83%
2014 2016
*source: Rezdy data

28. THE GROWTH OF 3RD PARTY BOOKINGS WORLDWIDE
3 PIE CHARTS (one for EACH YEAR
ANALYZED)
Distributed -where are they coming from?
OTHER: affiliates, inbound operators, airlines, information websites
2014 2016
*source: Rezdy data

29. LAST-MINUTE
BOOKINGS
Still going strong?

30. THE GROWTH OF 3RD PARTY BOOKINGS WORLDWIDE
3 PIE CHARTS (one for EACH YEAR
ANALYZED)
TRAVELLERS LEAVING IT LATE(R)
*source: Rezdy data
60%
32%
63%
29%2014
2015
2016
<1 week 1-2 wks >2 weeks
11%
61% 29%10%
27%10%

31. THE GROWTH OF 3RD PARTY BOOKINGS WORLDWIDE
3 PIE CHARTS (one for EACH YEAR
ANALYZED)
TRAVELLERS LEAVING IT LATE(R)
*source: Rezdy data
27%
31%
32%
13%
11%
11%
48%
47%
46%
2014
2015
2016
7%
6%
6%
5%
5%
0-24 hrs 24-48 hrs >96 hrs
48-72 hrs 72-96 hrs

32. THE GROWTH OF 3RD PARTY BOOKINGS WORLDWIDE
3 PIE CHARTS (one for EACH YEAR
ANALYZED)
TRAVELLERS LEAVING IT LATE(R)
*source: Rezdy data
27%
31%
32%
13%
11%
11%
48%
47%
46%
2014
2015
2016
7%
6%
6%
5%
5%
0-24 hrs 24-48 hrs >96 hrs
48-72 hrs 72-96 hrs
+5%

33. BOOKING 24HRS (OR LESS) IN ADVANCE
(direct vs agent)
DISTRIBUTED
17%
DIRECT
83%
DISTRIBUTED
12%
DIRECT
88%
2014 2016
*source: Rezdy data

34. THE GROWTH OF 3RD PARTY BOOKINGS WORLDWIDE
3 PIE CHARTS (one for EACH YEAR
ANALYZED)
BOOKING 24HRS (OR LESS) IN ADVANCE
Distributed - where are they coming from?
OTHER: affiliates, inbound operators, airlines, information websites
2014 2016
*source: Rezdy data

35. MOBILE VS.
DESKTOP
Who’s winning?

36. THE GROWTH OF 3RD PARTY BOOKINGS WORLDWIDEINTERMEDIARY ORDERS
(desktop vs mobile)
MOBILE
27%
DESKTOP
73%
MOBILE
35%
DESKTOP
65%
2014
2016
*source: Rezdy data

37. THE GROWTH OF 3RD PARTY BOOKINGS WORLDWIDE
DESKTOP BOOKINGS GROWTH SINCE 2014
219%

38. THE GROWTH OF 3RD PARTY BOOKINGS WORLDWIDE
DESKTOP BOOKINGS GROWTH SINCE 2014
219%
MOBILE BOOKINGS GROWTH SINCE 2014
408%

39. THE GROWTH OF 3RD PARTY BOOKINGS WORLDWIDE

40. VALUE
TRENDS

41. TRANSACTION VALUE ($)
2014
2015
2016
20% 29% 36% 10% 5%
26% 27% 32% 10% 5%
30% 26% 30% 9% 5%
0-$100 $100-$200 $200-$500 $500-$1,000 $1,000+
Source: Rezdy 2017

42. BOOKING VALUE: LESS THAN $100
(direct vs distributed)
DISTRIBUTED
9%
DIRECT
91%
DISTRIBUTED
13%
DIRECT
87%
2014 2016
*source: Rezdy data

43. THE GROWTH OF 3RD PARTY BOOKINGS WORLDWIDE
3 PIE CHARTS (one for EACH YEAR
ANALYZED)
BOOKING VALUE: LESS THAN $100
Distributed - where are they coming from?
OTHER: affiliates, inbound operators, airlines, information websites
2014 2016
*source: Rezdy data

44. U.S. -
DETAILED

45. DIRECT VS DISTRIBUTED 2014-2016 (US VS WORLD)
FROM 2014 TO APR 2017 - AGENT BOOKINGS
MONTH BY MONTH USA
Source: Rezdy 2017

46. TOP 10 US STATES by distributed order numbers - 2016
1. WASHINGTON D.C.
2. ILLINOIS
3. NEW YORK
4. ALASKA
5. RHODE ISLAND
6. WYOMING
7. HAWAII
8. NEVADA
9. MARYLAND
10. MINNESOTA
Source: Rezdy 2017

47. 2017-2018: WHO’S
COMING?

48. ALL THE CATEGORIES
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49. ATTRACTIONS FOOD & GOURMET TOURS
ALL-TIME
FAVORITES
RISING
STARS
CRUISES
SCENIC FLIGHTS
WHALE & DOLPHIN WATCHING
WATER SPORTS
KAYAKING
SKYDIVING
ZIPLINING
ESCAPE ROOMS
BEER & BREWERY TOURS
FARM STAYS
PHOTOGRAPHY TOURS

51. THE INNOVATORS
PIONEERS OF ONLINE DISTRIBUTION

59. YOU?

60. OR YOU?

61. THANK YOU
Q&A time!
Find Rezdy at IPW 2017
Booth #1157
Illustrations on slides 9, 29, 35, 40 and 47 designed by Freepik; photographs courtesy of Papillon, Luna Park Sydney, Rottnest Express, Opera Australia, Escape Hunt, City
Sightseeing San Francisco. ©Rezdy 2017

62. ABOUT SIMON & REZDY