Keynote address from December 2012 HEDNA examines key digital marketing and travel distribution trends for 2013. Core focus on e-commerce, content marketing, travel and tourism, and travel marketing.

1. Today and Tomorrow
Marketing and Distribution
in the Here and Now

2. 2
How far away is tomorrow?

3. 3

4. 4
“The future is
already here... it’s
just not evenly
distributed.”

5. Cost of Computing 5
Processor 2 GHz dual core
Memory 2 GB
Storage 120 GB
Screen resolution 1024x768
Movies Yes
Wifi 802.11 a/b/g
Bluetooth Optional (Extra cost)
Camera Optional (Extra cost)

6. Cost of Computing 6
Processor 2 GHz dual core
Memory 2 GB
Storage 120 GB
Screen resolution 1024x768
Movies Yes
Wifi 802.11 a/b/g
Bluetooth Optional (Extra cost)
Camera Optional (Extra cost)
Weight 8.9 pounds
Battery life 2.5 hours
Cost $1,100 ($3,000 with options)

7. Cost of Computing 7
Processor 2 GHz dual core 1.5 GHz dual core
Memory 2 GB 2 GB
Storage 120 GB 32 GB + cloud
Screen resolution 1024x768 1280x768
Movies Yes Yes (internal or streaming)
Wifi 802.11 a/b/g 802.11 a/b/g/n
Bluetooth Optional (Extra cost) Yes
Camera Optional (Extra cost) 8 MP
Weight 8.9 pounds 0.3 pounds
Battery life 2.5 hours 7.75 hours
Cost $1,100 ($3,000 with options) $ 649 ($249.99 w/ contract)

8. 8
“Information overload”

9. 9
“Information overload”
Alvin Toffler, “Future Shock”
1970

10. 10
“Man without technology... is not man”
Ortega y Gasset

11. 11
“Man without technology... is not man”
Ortega y Gasset (1939)

12. How old is Gen Y?

14. 14

15. 15

16. 16

17. 17

18. How will you greet
tomorrow?

20. Become an Internet meme

21. 21
Seize the day

22. 22
Technology doesn’t matter.
Knowledge does.

23. And if a little knowledge is a
dangerous thing... 23

24. Let’s get dangerous...

25. 3 key trends 25
■Own the data, own the customer
■Content + context = conversions
■It’s all e-commerce

26. Own the data,
own the customer 26

27. How much of the world’s aggregate
data collected in last 2 years? 27
2011-2012 Pre-2011
10%
90%
Source: IBM Research

28. 28

29. 29

30. The cost/benefit of talking to
everyone 30

31. The cost/benefit of talking to
everyone 31

32. The cost/benefit of talking to
everyone 32

33. Partners? 33

34. Hotel guests expect stay to be personalized
around set of choices made at the time of
booking/prior to arrival 34
70%
60%
50%
40%
30%
20%
10%
0%
Strongly Agree Agree Disagree Strongly Disagree
Respondents
Source: Amadeus/Fast Future Hotels 2020 Report (March 2011)

35. Next 5-10 years 35
■ 86% agreed that by 2020, personalization will have
been embraced wholeheartedly by the sector and that
‘customers will have the ability to choose the
size of room, type of bed, amenities, audio-visual
facilities, business equipment, etc. on booking
and pay accordingly’
Source: Amadeus/Fast Future Hotels 2020 Report (March 2011)

36. 36

37. Content targeting 37
■ Sojern
■ Ektron
■ Adobe
■ Lots more...

38. Content + context =
conversions 38

40. 40
Sites Visited - All E-commerce
30
22.5
15
7.5
0
2010 2011

41. 41
Sites Visited - All E-commerce Sites Visited - Travel
30
22.5
15
7.5
0
2010 2011
Source: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ & http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-
study/

42. Hours spent
shopping/booking travel 42
70%
60%
50%
40%
30%
20%
10%
0%
1-2 3-4 5-6 7-8 8+
Leisure Traveler Business Traveler
Source: IBM Institute for Business Value Analysis September 2010

43. Here’s a question... 43
Why?

44. Because...
We’ve trained
them to

45. Am I going to 45
enjoy myself?

46. Why
should I
buy from
you?

47. 47

48. Rich media everywhere 48
■ TourWrist
■ Rome2Rio
■ VenueSeen (location-targeted reputation management)

50. 50

51. It’s All E-commerce 51

52. Stupid, but useful word for today... 52
“SoLoMo”

53. Or... 53
“SoLoMoPho”

55. 45% of searches in 2013 on
mobile 55
Mobile searches Desktop searches
100%
75%
50%
65%
55%
25%
45%
35%
0%
2012 2013
Source: Google

56. 56
Smartphone Mobile phone
7,000
6,000
5,000
4,000 953 Million 6.1 Billion
3,000
2,000
1,000
0
Total Subscriptions - Q4 2011
Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012

57. More people own mobile
phones than own toothbrushes 57

58. 58

59. 59
■ 44% of all cell users
■ 40% of those 35-44
■ 50% of smartphone users
■ 60% of those 18-34

60. 60

62. Social use in travel 62
■ 2 in 3 travelers influenced by travel reviews
■ 3 in 10 share their travel experiences
■ 35% interact with travel companies on
social networks

63. Overall mobile use 63
2013 2015
50% 48%
37.5% 36%
28%
25%
20%
12.5%
0%
Travel Research Travel Booking
Source: eMarketer Digital Travel Outlook - June 2012

64. Leisure travelers shop... 64
100% 96%
94%
75%
50%
32% 31%
24%
25%
18% 17%
0%
0%
Home Computer Business Computer Mobile Phone Tablet
2010 2012
Source: Google/Ipsos MediaCT - U.S. August 2012

65. Business travelers shop... 65
100%
86%
76% 76%
75%
65%
51%
50%
40%
30%
25%
0%
0%
Home Computer Business Computer Mobile Phone Tablet
2010 2012
Source: Google/Ipsos MediaCT - U.S. August 2012

66. 66
2011 2013
$8 B
$7 B
$6 B
$5 B
$4 B $8.0 B
$3 B
$2 B
$2.6 B
$1 B
$0 B
Travel revenues on mobile ($ Billions)
Source: PhoCusWright, March 2012

67. 67
Roughly 1 billion users

68. 68
600 million on mobile

69. 69
2.7 billion “Likes” every day

70. 70
300 million photos every day

71. 71
$$$ ???

72. Are we asking the
wrong question?

74. 74

97. Defining “mobile” 77
■ Situation vs. device
■ 42% of tablet owners use theirs while
watching TV

98. How additive is mobile? 78

99. Percent of world’s wealth
online (c. 2000) 79
Online Not online
30%
70%
Source: UN Human Development Report, Trends in Global Income Distribution

100. What do you do? 80

101. “Likable”, shareable content
81
■ Renaissance Hotels measuring worth of content

102. Social integration

103. Responsive web design

104. Ask for the sale
84

105. Questions to get started 85
■ Which distribution channels produce greatest/least
profitability?
■ How does your website compare to best-in-class for
content, social, local, mobile?
■ What do your customers think works? Doesn’t?
■ How can you build customer data? Leverage partner
data?

106. 86
We’re not talking
about the future...

107. 87
When you leave here
tomorrow, remember...

108. 88
It’s today.

109. Thank you 89
Web: timpeter.com
Phone: +1-201-305-0055
Email: tim@timpeter.com
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