The document discusses several big ideas for travel retail, including active listening to understand customers, optimizing touchpoints to upsell customers, offering tailored options to save customers time, and using all channels to reach customers. It emphasizes merchandizing products to maximize value, demand, and profit, listening to customers, and getting stakeholders aligned to innovate the travel experience.

1. BIG Ideas for Travel Retail Webinar April 20th2011

2. One BIG Idea for Travel Retail ACTIVE LISTENING! OrnaghHoban VP Strategy Datalex (Ireland) Ltd. Copyright 2011 | www.datalex.com 2

3. Active Listening...why should you care?

4. KAREN The Corporate Traveller New York to London Gold Member Affinity to Hertz 4 Days to Departure KAREN The Leisure Family 2 Adults, 2 Children 45 Days to Departure New York to Orlando Booked Corporate Trip to new Its PERSONA_lisation….. Channel Optimizer Datalex (Ireland) Ltd. Copyright 2011 | www.datalex.com

5. You already know alot..... PERSONA CHANNEL MARKET Customer Intent What I am searching for Who am I (IP, email) Recently Viewed/Searched What is my history What are my characteristics? Loyalty; Family Travel; Corporate What’s my value? Datalex (Ireland) Ltd. Copyright 2011 | www.datalex.com

6. You could offer me just the lowest price or...... My Intent: Foreground Concern – I need Flight To Orlando for x4 pax Background Concern – “Family Holiday” - I’m responsible for the trip. My PERSONA Characteristics: “Family Persona” + “Corporate Persona” + “Loyal” + “High Value” Match me to Product Characteristics “High Margin” or “Promoted” Give me the right product and price at the right touchpoints I’ll increase spend with you – up to 30% I’ll connect with your Brand = Experiential Excellence = My Loyalty, Demand and Trip Value! Datalex (Ireland) Ltd. Copyright 2011 | www.datalex.com

7. ACTIVE Listening – Maximize TRIP Value, Loyalty and Demand Datalex (Ireland) Ltd. Copyright 2011 | www.datalex.com

9. One BIG Idea for Travel Retail Optimize! Bobby Healy CTO © Cartrawler Ltd. Confidential and proprietary. All rights reserved. 9

10. Touchpoints 10 © Cartrawler Ltd. Confidential and proprietary. All rights reserved.

11. Decision Criteria © Cartrawler Ltd. Confidential and proprietary. All rights reserved.

12. CarTrawler Global Data © Cartrawler Ltd. Confidential and proprietary. All rights reserved.

13. Published Supplier Data © Cartrawler Ltd. Confidential and proprietary. All rights reserved.

14. The Solution – Upsell using maps

16. Offer your customers’ the right options One BIG Idea for Travel Retail Helen Piper Head of Nordics © Expedia Inc. Confidential and proprietary. All rights reserved. 16

17. Today we are facing too many choices... © Expedia Inc. Confidential and proprietary. All rights reserved. 17

18. Today’s consumer makes on average 237 choices everyday

19. And when we want to travel – we are presented with even more.... © Expedia Inc. Confidential and proprietary. All rights reserved. 19

20. Too many choices and too many clicks... Just give me what I want ! © Expedia Inc. Confidential and proprietary. All rights reserved. 20

21. So why don’t we learn from other industries and present relevant choices to our customers? © Expedia Inc. Confidential and proprietary. All rights reserved. 21

22. Past purchasing behaviour ©Expedia Inc. Confidential and proprietary. All rights reserved.

23. Boots cross sell ©Expedia Inc. Confidential and proprietary. All rights reserved.

24. Travel Industry Example ©Expedia Inc. Confidential and proprietary. All rights reserved.

25. Concepts for travel industry segmentation ©Expedia Inc. Confidential and proprietary. All rights reserved.

26. Relevance Tailored offer to the customer’s needs Save time and create loyalty ”This provider understands my needs and I don’t need to go elsewhere for a comparison” ©Expedia Inc. Confidential and proprietary. All rights reserved.

27. Limit the options presented to your customers and make them relevant ©Expedia Inc. Confidential and proprietary. All rights reserved. 27

29. All Channels Lead to the Customer ! “the best ideas, best values, best products and best services will win.” Miles Nadel Marc Rosenberg Distribution strategist © Expedia Inc. Confidential and proprietary. All rights reserved. 29

31. Civil unrest in certain regions of the planet was negatively impacting tourism.

32. Natural disasters were taking their toll on specific points of origin or destination.

33. Supply Chain Stakeholders were in legal battles over content obligations.

34. The world’s most dominant force in travel search looks to take its place in the chain. If you are new to the travel industry or from another planet it is easy to understand why you would conclude that our industry is in serious trouble. However if you have been around for a few years or more you have to ask yourself the question………………..

35. So what else is new? Travel Suppliers are re-inventing the retail experience for customers, maximizing the opportunity to merchandise core and ancillary products across all channels. “The average student has instant access to more information today than did every president in the past 15 years. There is a meritocracy of information and the best ideas, best values, best products and best services will win.” Miles Nadal, Chairman and CEO of MDC Partners (9th largest advertising firm in the world) Sensible you might think, yet many find it irksome…..

36. Irksome…Why? To read today’s trade media and travel industry blogs the one issue that is consistently being debated and reported on is American Airline’s direct connect strategy. Some well meaning industry experts are advocating a total disruption to the supplier come travel agent model while others are questioning AA’s motivation to take on such a bold strategy. With all due respect to American Airlines there is nothing new about their strategy. Direct connect has been around for over 5 years, and for those who only now are crying foul AA did announce in 2009 that they had been studying the model for over 3 years. The airlines have always had a direct channel relationship with its customers usually accounting for 25-35% of their business. The LCC model has changed that and for some carriers direct sales are over 60% of their business

39. Q&A

40. Thank you for your time. The World’s Leading Travel Distribution Platform Shop, price, book, reward and fulfil any product on any channel. Inspire, personalize and optimize your retail experience.