Booking.com Hackathon All Women Edition - She's Safe by The Nomads
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Based on validated safety concerns and travel trends, we believe that changing the booking and trip experience to being more focused on personal safety for female travelers will increase use. Personal safety-focused features where users: make informed decisions, create a personal safety net, and provide worry-free updates
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Booking.com Hackathon All Women Edition - She's Safe by The Nomads
- 1. She’s Safe. The Nomads Dajana (Germany), Jo (Australia), Marta (Portugal), Naz (Kazakhstan), Sophia (USA)
- 2. Empowering people to experience the world Mission
- 3. Empowering people to experience the world women Mission
- 4. User - Female Travelers Average traveler is a 47 year old female 54% of affluent travelers are female Make up 80% of all travel decisions 72% prefer to travel alone vs. 28% of men ⅓ of single women who traveled did so 5 times or more a year
- 5. Problem Feeling unsafe is a significant concern for women travelers 51% of women surveyed revealed they had felt vulnerable "at some point" in the hotels they stayed at Study of 13,000 women from Fortune 1,000 companies confirmed women wanted to know that the hotel was concerned with keeping them safe when away from home Struggling to reassure loved ones creates anxious travel experiences Market need validated by apps, IoT startups, and companies like Uber and Google Official country government websites such as US, UK, Australia, and New Zealand provide tips on communicating status back to home Increased crime, especially against women, is bad for hotel business Increased crime in Venezuela (in 2016), coupled with outrageous flights costs, led to a 7.2% drop in vacationers
- 6. Hypothesis Based on validated safety concerns and travel trends, we believe that changing the booking and trip experience to being more focused on personal safety for female travelers will increase Booking.com use. For the new Booking.com features, we will know this when we see: ● Safety+: An increase happens to the conversion rate ● Trusted Contacts: An increase happen to app engagement during hotel stay
- 7. Solution Personal safety-focused features on Booking.com where users: Make informed decisions Create a personal safety net Provide worry-free updates
- 8. Solution Personal safety-focused features on Booking.com where users: Make informed decisions Create a personal safety net Provide worry-free updates
- 9. Solution Personal safety-focused features on Booking.com where users: Make informed decisions Create a personal safety net Provide worry-free updates
- 10. Market Opportunity $6.5 Trillion $500 Million $400 Million Travel & Tourism Worldwide Hotel Worldwide Female influence Note: Annual figures
- 11. Competitive Edge Become a brand known for “watching the back” of its users Provide a safety reason to log in or re-engage with app during hotel stay Grow user base with “Trusted Contacts” who are not users of Booking.com
- 13. Next Steps Feature: Safety+ search filter Introduce Safety+ verified hotel partners Collect safety-focused user review feedback Feature: Trusted Contacts Test with solo female travelers in select metropolitan cities Expand to all users and more metropolitan cities and countries Introduce Trusted Contacts support from hotel operators
- 14. Thank you!
Editor's Notes
- They dominant traveling They have money They make majority of travel decisions They prefer to travel alone They go multiple times a year https://www.bostonglobe.com/lifestyle/travel/2016/08/10/most-travelers-today-are-women-and-industry-may-finally-catching/MrBBK7ZqAt13VqT6Kp50PJ/story.html Nearly two-thirds of travelers today are women An estimated 32 million single women traveled at least once in the last year, about a third of them five times or more, according to the Travel Industry Association. with annual incomes of $250,000 or more https://artoftravel.tips/solo-female-travel/ http://www.express.co.uk/travel/articles/666362/women-travel-along-more-men
- What is the problem Why is this a problem Customer focus- business/customer Big impact https://www.crimsonhexagon.com/blog/the-growing-market-of-the-solo-traveller/ A TripAdvisor survey of more than 9,000 women showed that 74% had already travelled alone or were planning to do so in 2015, while Pinterest reported that pins about female solo travel has risen by 350% between 2014 and 2015. https://broadly.vice.com/en_us/article/wnwven/how-hotels-are-capitalizing-on-womens-fears-of-traveling-alone http://www.bbc.com/travel/story/20131119-should-women-avoid-travelling-alone https://thepointsguy.com/2017/01/record-number-of-americans-traveled-abroad-2016/
- When Booking.Com becomes synonymous with safety, bookings increase. How difficult would it be to scale worldwide if tested in one region/country? How feasible is it? Do people have to change their behavior? How to promote logged in users? Cross-device usage? Opt-ins Reengagement with the app Long-game (booking experiences etc). Based on a significant increase in numbers of solo female travelers, we believe that introducing personal safety features will make Booking.com the #1 platform amongst this growing market.
- https://www.crimsonhexagon.com/blog/the-growing-market-of-the-solo-traveller/ A TripAdvisor survey of more than 9,000 women showed that 74% had already travelled alone or were planning to do so in 2015, while Pinterest reported that pins about female solo travel has risen by 350% between 2014 and 2015. https://broadly.vice.com/en_us/article/wnwven/how-hotels-are-capitalizing-on-womens-fears-of-traveling-alone http://www.bbc.com/travel/story/20131119-should-women-avoid-travelling-alone https://thepointsguy.com/2017/01/record-number-of-americans-traveled-abroad-2016/
- https://www.crimsonhexagon.com/blog/the-growing-market-of-the-solo-traveller/ A TripAdvisor survey of more than 9,000 women showed that 74% had already travelled alone or were planning to do so in 2015, while Pinterest reported that pins about female solo travel has risen by 350% between 2014 and 2015. https://broadly.vice.com/en_us/article/wnwven/how-hotels-are-capitalizing-on-womens-fears-of-traveling-alone http://www.bbc.com/travel/story/20131119-should-women-avoid-travelling-alone https://thepointsguy.com/2017/01/record-number-of-americans-traveled-abroad-2016/
- https://www.crimsonhexagon.com/blog/the-growing-market-of-the-solo-traveller/ A TripAdvisor survey of more than 9,000 women showed that 74% had already travelled alone or were planning to do so in 2015, while Pinterest reported that pins about female solo travel has risen by 350% between 2014 and 2015. https://broadly.vice.com/en_us/article/wnwven/how-hotels-are-capitalizing-on-womens-fears-of-traveling-alone http://www.bbc.com/travel/story/20131119-should-women-avoid-travelling-alone https://thepointsguy.com/2017/01/record-number-of-americans-traveled-abroad-2016/
- https://www.statista.com/markets/420/travel-tourism-hospitality/ Quantify total (online) travel industry -> hotels -> women or solo traveler Skift annual report Solo adventure travelers account for only 17% of customers – but more than two in five tour operators (42%) say they are developing more itineraries to address their needs. The direct economic impact of the industry, including accommodation, transportation, entertainment and attractions, was approximately 2.3 trillion U.S. dollars that year. In just the first few months of 2017, small-group adventure travel company Intrepid Travel has already seen a 35 percent increase in women booking trips “Solo tourists were 24 percent of total tourists in 2015, up from only 10 percent in 2014.” Rebecca Houston from Travelstart Blog. Pinterest also noted the 350% increase in women pinning solo travel ideas since 2014. It’s evident this trend is no lie. Lonely Planet recently published an article stating that 51% of travellers will go it alone. https://www.rezgo.com/2017/01/top-travel-trends-for-tours-and-activities-in-2017 https://www.forbes.com/sites/ceciliarodriguez/2014/04/21/paris-one-girls-guide-to-leveraging-womens-travel-spend/#3f725be03d96 https://www.adventuretravelnews.com/key-adventure-travel-trends-for-2017-planning-and-beyond https://www.statista.com/topics/962/global-tourism/ http://www.cntraveler.com/story/solo-female-adventure-travel-is-on-the-rise https://www.rezgo.com/2017/01/top-travel-trends-for-tours-and-activities-in-2017
- Easily incorporate upsell for experiences, events, and local attractions Get a better understanding of user behaviour at the destination