This document discusses the marketing transformation at Skyscanner, a UK-based travel search company. It outlines how Skyscanner has grown from a startup to serving over 100 million users per month through prioritizing travelers, taking risks to improve the traveler experience even at the cost of short-term revenue, and focusing on sustainability. The company's culture of putting travelers first, courageously testing new ideas, and commitment to environmental responsibility has driven its continued growth from a small startup to one of the largest travel brands globally.

2. Marketing transformation:
Getting the right mix and delivering
results at a growth brand
Jo McClintock
Global Brand Director, Skyscanner
#mumtoo

3. Marketing transformation
Right mix

4. A UK Born Unicorn
Marketing transformation

5. users every month
100,000,000
Marketing transformation

6. 100m app downloads across the world
90% which are organic installs
Marketing transformation

7. Skyscanner fills almost 500 thousand B787-9’s every year.
(which is an average of 41 thousand B787-9’s every month,
and the equivalent of filling a B787-9 every 64 seconds)
Marketing transformation

8. Globally, the most trusted
travel search brand
Marketing transformation

9. Marketing transformation
If we were an airline, we’d be
the worlds 4th largest

11. Marketing transformation
It’s been an incredible journey from a
spreadsheet in a bedroom in Edinburgh
to where we are today

12. Marketing transformation
Let’s be clear –
All this growth has always been single minded
and this has been the key to our success

13. Purpose over profit
Marketing transformation

15. Marketing transformation
It ALWAYS starts with
The Traveller because
its our DNA

16. Traveller 1st Partner 2nd Skyscanner 3rd
Marketing transformation

17. Marketing transformation
Purpose
over profit
Introducing an Airline Experience ‘Quality
Rating’ of our own – giving Travellers an
informed choice
Pre-launch testing showed we could
expect as much as 10% loss of revenue
We believed it was worth it
revenue is a lagging indicator of success
We were right: while on launch revenue
dropped up to 9%
Benefits to travellers have been myriad.

18. Marketing transformation
Purpose
over profit
Removing ”Pre-checked boxes”
and “Pop-Ups”
Our Travellers hated it, it wasn’t
traveller 1st – we stopped doing it
It was worth hundreds of thousands in
revenue every month

19. Marketing transformation
Purpose
over profit
Airlines with poor customer service –
removed from our platform
We choose never to send our customers to
a provider that doesn’t meet our Traveller
needs when they need help

20. Marketing transformation
Purpose
over profit
Changed our homepage to our
hotels product: saw a 20%
increase in people using our hotels
product as a result at a
significantly higher ARPU.
Complaints from travellers who
didn’t want hotels: we had
inconvenienced them.
The experiment was dropped.

21. Marketing transformation
You have to be
unapologetically courageous

22. Marketing transformation
Knowledge | Faith | Action

23. Marketing transformation
Reckless | Too safe | Paralysis
The outcome if you don’t have all 3

24. What next?
We're on a mission
to change how the
world travels
Marketing transformation

25. Marketing transformation
It’s our mission to lead the
global transformation to
modern and sustainable travel

26. Marketing transformation
'Greener choice' label which highlights the flights that emit
less CO2 and we’ve already helped more than 10 million
travellers select the lowest emissions flight for their route.

27. Marketing transformation
We buy sustainable aviation fuel (SAF) to help offset any
travel we do here at Skyscanner. We're a team that's
committed to discovering new ways to explore the world in a
way that benefits both people and places.

29. Marketing transformation
We’re all united by a love of travel
Our culture has continuously defined the right mix for
results and growth - Its truly defined us

30. Thank you