Hotels Combined is a behemoth in the hotel booking space, but faced significant challenges with the advent of apps such as AirBnb. This slide-doc was developed to generate the sense of urgency required to meet that challenge. We think it came out pretty good, what about you ?

1. Mobile Launch Plan
Mobile & Travel go together
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2. Mandate
• Deliver a marketing strategy and budget to meet year 1
objectives for the HC new mobile platforms.
• Hand over the strategy to the HC marketing team to
execute in step with general HC marketing.
• Engage appropriate service providers who will execute
components of the plan not delivered by the
HC marketing team.

3. Mobile market exploding
• Mobile-enabled travellers are affluent, considered purchasers and frequent travellers.
• Mobile is made for business & leisure. While leisure mobile travellers average
2.5 trips booked online per year, mobile business users often travel multiple
times per week. Business travellers are also more likely to use a mobile as they
know their destination before searching and do not need other destination
choice services.
• Several good mobile apps gaining traction but:
a) do not dovetail well into same brand desktop platform
b) are inferior services compared to HC
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Mobile + travel go together - unlock the benefits for the consumer and own the market!
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4. We should be #1 in mobile !
Complete listings of all hotels with better prices and options
Faster and more convenient
Better features which aren’t on desktop such as location aware,
specific offers and personalisation
1
2
3

5. Focus for 2013
• Defend and increase market share against other
accommodation mobile apps.
• Build and improve relevancy and recognition of
HotelsCombined brand and revenue across both www
and mobile platforms.
• Develop model to drive higher ROI through closed user
base mobile platform.
• Build Profitability.

6. 1.2MM HC brand direct installs
Get people to
try it

7. Australian Media Strategy
Consistent execution across all communication channels
Messaging
Most comprehensive
Lowest cost
Easiest & most convenient
Trial call to action
Public Relations
Mobile - SEM
Brand TVC
HotelsCombined.com
Digital,Mobile, iPad
- Fairfax, News
Print - Fairfax, News
- Travel & S.Bus Sections
Outdoor airport media

8. Education
• Readers will be shown how to use the service and the benefits as follows;
• ‘Walk through creative’ in both Print and Digital including:
Step 1 Step 2 Step 3
Download
app
Choose
destination
hotel
Book!
1. Call to action / Demonstration

9. Work with key partners to promote HC to their customer bases - most likely on an affiliate revenue sharing deal:
Strategic Partner Program

10. Calendar
HOTELS COMBINED FIRST 12 MONTHS ACTIVITY PLANHOTELS COMBINED FIRST 12 MONTHS ACTIVITY PLANHOTELS COMBINED FIRST 12 MONTHS ACTIVITY PLANHOTELS COMBINED FIRST 12 MONTHS ACTIVITY PLANHOTELS COMBINED FIRST 12 MONTHS ACTIVITY PLAN
ACTION Dec 2012 Jan 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov
Product releases
iPad iOS 15th
iPhone iOS 15th
Android phone 15th
Android tablet 15th
Blackberry phone 15th
New Features
TBC
TBC
TBC
TBC
Affiliate
www. conversion
Paid Media - Non SEM
Paid Media - SEM
Public Relations
Strategic partnerships