The document discusses gaining and keeping online customers. It outlines an agenda covering the online travel business today, the online travel planning process, and flywheel digital marketing. Flywheel digital marketing involves using cheaper digital channels like newsletters, social media, and banners across devices to develop a repeat customer base. The goal is connecting with online shoppers at different stages of the travel planning process.

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© 2012 Expedia, Inc. All rights reserved. Confidential and proprietary.
Gaining and Keeping
Online Customers Today!
Nina Kleiner, Area Manager, Expedia LPS
Petar Rimac, Associate Market Manager, Expedia LPS

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© 2012 Expedia, Inc. All rights reserved. Confidential and proprietary.
Agenda
•Online Travel Business Today
•Online Travel Planning Process
•Flywheel digital Marketing

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© 2012 Expedia, Inc. All rights reserved. Confidential and proprietary.
Online Travel Business Today

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© 2012 Expedia, Inc. All rights reserved. Confidential and proprietary.
Online Travel Planning Process

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Flywheel digital Marketing
Device

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Flywheel digital Marketing
Device

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Develop a repeat customer base
through cheaper digital channels
Yes! Newsletters still work.
- Personalisation based on a huge data base
- Multiple devices
- Travel planing stage 1-2

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Social Media - Can be a starter you need to connect with a online shopper - Challenge - showing results of positive purchasing behavior - Travel planning stage 1-2
Develop a repeat customer base
through cheaper digital channels

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Banners
- Changing from „cost per impression“ to „cost per click“
- Targeted banners
- Travel planning stage 3
Develop a repeat customer base
through cheaper digital channels

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Flywheel digital Marketing
Device

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© 2012 Expedia, Inc. All rights reserved. Confidential and proprietary.
Thank you!