Destination Services: The Creation of a Formerly "Unviable" Market - Presentation at AdTelligence workshop by Dr. Andreas Schräder, Group Senior Director of International, Mobile and New Ventures at Odigeo at the NOAH 2013 Conference in London, Old Billingsgate on the 13th of November 2013.

1. Destination Services
The Creation of a Formerly “Unviable” Market
November 13th, 2013
Dr. Andreas Schräder
Group Senior Director
International, Mobile and New Ventures
0

2. 3463000000000
1

3. Global Travel Related Spend
Umsätze
Retail
Lodging
Activities
Flights
Transit
Cars
Food
Source: USTravel.org, WTTC 2010, IATA 2010, PhocusWright 2012
2

4. 2106000000000
3

5. Global Travel Related Online
Spend
Retail
Lodging
Activities
Flights
Transit
Cars
Food
Source: USTravel.org, WTTC 2010, IATA 2010, PhocusWright 2012
4

6. 284000000000
5

7. Travel Is Mobile by Definition
– Online Travel Is Not
In-destination services
are bought in destination
Travelers were offline
during travel
There was no relevant aggregation of fragmented
in-destination supply
There was no relevant online supply for in-destination services
6

8. Mobile Penetration Triggers New Supply
In-destination services
are bought in destination
Travelers are online
during travel
New businesses aggregate fragmented
in-destination supply
In-destination services become bookable through mobile
7

9. A viable market?
8

10. The Mobile Marketing Challenge
People don‘t search for in-destination content
People don‘t appreciate being spammed with in-destination offers
People don‘t like creepy promotions
Small margins on in-destination sales don‘t justify risking a
customer‘s brand preference
9

11. To Do List
Understand our customer’s multichannel behavior
Understand individual user’s behavior related to mobile proposals
Understand the actual, current user situation perfectly
Merchandize and turn promotions into service
10

12. Behavioral
Targeting
CRM
Big Data
Multi-channel
Supply
Management
Aggregation
Itinerary
Management
11

13. 12

14. 284000000000
13

15. 14