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Accelerating partnerships + 
generating revenue 
with API management 
Webinar 
18 September 2014
Your hosts 
Kevin May 
Editor & moderator 
Tnooz 
Gene Quinn 
CEO & producer 
Tnooz
Your panelists 
Rob Zazueta 
Director, Platform Services 
Intel Services 
Ryan Hudgins 
Performance Marketing Mgr., 
Globa...
Poll no. 1 
Where are you located?
Poll no. 2 
Which industry segment do you 
represent?
Accelerating Partnerships + Generating Revenue with API Management 
Rob Zazueta, Director Platform Strategy 
Intel Service...
7 
Guest Speaker, Intel Services 
Rob Zazueta @rzazueta 
Director, Platform Services 
Intel Services
8 
OTAs Changed the Game
9 
Mobile is Changing it Further
10 
Personalization Drives Loyalty 
“By the end of 2014, digital 
check-in and room selection 
will be available at more 
...
Unique Experiences Drive Customers 
“When a guest calls down and 
asks for a toothbrush or extra 
towels, hotel employees ...
12 
APIs Can Simplify Your Loyalty Program
13 
13 
API Management Enables Innovation 
• Traffic management and caching to reduce impact on backend 
systems 
• Gatewa...
IHG Makes Partners a Priority 
14
Poll no. 3 
Does your business offer API connections 
to affiliates and other partners?
The IHG Story
17 
Guest Speaker, IHG 
Ryan Hudgins 
Performance Marketing Manager, 
Global Affiliate Program 
InterContinental Hotels Gr...
18 
Agenda 
• About IHG 
• IHG’s mission + goals of API program 
• Why APIs + API management 
• Executing a robust partner...
19 
About IHG 
• One of the largest hotel companies in the world, InterContinental Hotels Group 
(IHG) has 4,700 hotels wo...
20 
Consumer + Business Transition to Digital Practices 
• Consumers are booking travel on an increasing 
number of travel...
21 
Reinventing IHG’s Affiliate Program 
• Partner onboarding was a long and arduous process – B2B feeds were 
cumbersome ...
22 
Why APIs? 
With APIs, IHG can quickly onboard 
affiliates from around the globe, 
expanding its footprint and reach to...
23 
Value of Opening Data 
• Want hotel owners to have full hotels – putting the data out there in the face 
of competitor...
24 
Build vs. Buy: Why API Management? 
 Best-of-breed technology to manage APIs across brands from a single 
control cen...
25 
Leveraging Strategy Services 
• IHG chose Strategy Services’ Go-to-Market 
Package to lay the foundation for optimizin...
26 
RoomService: www.ihg.com/roomservice
Executing a Robust Affiliate API Program 
Dynamic Developer 
Portal 
• Three portal versions with unique experiences based...
28 
APIs Benefit Partners, IHG, + Customers Alike 
RoomService 
API Program 
IHG provides real-time data on hotel rates, 
...
29 
Results of API Program 
Less than 1 day to 
onboard 
new partners 
down from 1 quarter 
37% increase in average 
order...
30 
Example: Room77
31 
Example: Skyscanner
32 
Roadmap Going Forward 
Thanks to a well-managed API program, in the near 
future IHG can easily: 
 Increase the scope...
Poll no. 4 
What are the biggest challenges to API 
connectivity for a business?
34 
Wrap-Up 
• As consumers and businesses begin to adopt digital practices, IHG sought 
an agile way to expand its reach ...
Intel Services 
35 
Experienced: 
Silicon to Software 
Complete: 
End to End 
Transformative: 
Old to New 
Building on our...
With Intel Services, You Get: 
36 
FASTER APP 
DEVELOPMENT AND 
PARTNER GROWTH 
BETTER, MORE 
SECURE API 
PERFORMANCE 
DAT...
Intel Services has successfully enabled more than 200 
businesses with software services, and counting 
® 
Your Car. Your ...
Join Us at BAPI NY + London this October 
BAPI NY | Oct. 8 
Jazz at Lincoln Center’s 
Frederick P. Rose Hall 
BAPI London ...
39 
Thank You 
IHG 
Ryan Hudgins 
ryan.hudgins@ihg.com 
Intel Services 
Rob Zazueta | @rzazueta 
rob.zazueta@intel.com 
co...
Legal Disclaimer 
THIS PRESENTATION CONTAINS THE GENERAL INSIGHTS AND OPINIONS OF INTEL CORPORATION (INTEL). THE INFORMATI...
Risk Factors 
The above statements and any others in this document that refer to plans and expectations for the first quar...
Q & A
Thank you! 
Please send your questions to kevin@tnooz.com 
Replay and presentation from today’s webinar will be avaialble ...
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Accelerating partnerships and generating revenue with API management

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Published on

Join International Hotels Group (IHG), which owns 4,600+ hotels and 11 brands, for a FREE Tnooz-Intel Services webinar that explores IHG’s international partner program and the company’s success at speed-to-market and revenue growth while maintaining customer loyalty.

In this webinar, you will learn:

How agile technology can transform your business to scale with more partnerships in less time
Why a flexible API management layer is critical for driving value for partners and customers
How opening your data through APIs can result in increased ROI and revenue gains

Panelists for the webinar are:

Ryan Hudgins, performance marketing manager, InterContinental’s Global Affiliate Program
Rob Zazueta, director of platform strategy, Intel Services
Kevin May, editor and moderator, Tnooz
Gene Quinn, CEO and producer, Tnooz

This webinar takes place on Thursday 18 September 2014.

Published in: Technology

Accelerating partnerships and generating revenue with API management

  1. 1. Accelerating partnerships + generating revenue with API management Webinar 18 September 2014
  2. 2. Your hosts Kevin May Editor & moderator Tnooz Gene Quinn CEO & producer Tnooz
  3. 3. Your panelists Rob Zazueta Director, Platform Services Intel Services Ryan Hudgins Performance Marketing Mgr., Global Affiliate Program Intercontinental Hotels Group
  4. 4. Poll no. 1 Where are you located?
  5. 5. Poll no. 2 Which industry segment do you represent?
  6. 6. Accelerating Partnerships + Generating Revenue with API Management Rob Zazueta, Director Platform Strategy Intel Services Ryan Hudgins, Performance Marketing Manager, Global Affiliate Program InterContinental Hotels Group Intel Confidential — Do Not Forward
  7. 7. 7 Guest Speaker, Intel Services Rob Zazueta @rzazueta Director, Platform Services Intel Services
  8. 8. 8 OTAs Changed the Game
  9. 9. 9 Mobile is Changing it Further
  10. 10. 10 Personalization Drives Loyalty “By the end of 2014, digital check-in and room selection will be available at more than 4,000 Hilton Worldwide properties across 11 brands in 80-plus countries via members' Hilton HHonors accounts.” http://news.hiltonworldwide.com/index.cfm/newsroom/detail/27192
  11. 11. Unique Experiences Drive Customers “When a guest calls down and asks for a toothbrush or extra towels, hotel employees simply load up the robot with the requested items, dial in the room number, and the Botlr handles the rest.” http://techcrunch.com/2014/08/13/starwood-introduces-robotic-butlers-at-aloft-hotel- in-palo-alto/ 11
  12. 12. 12 APIs Can Simplify Your Loyalty Program
  13. 13. 13 13 API Management Enables Innovation • Traffic management and caching to reduce impact on backend systems • Gateway and data transformation to expose legacy systems consistently and securely • Package services to provide custom access for strategic partners • All managed through a browser-based single pane of glass
  14. 14. IHG Makes Partners a Priority 14
  15. 15. Poll no. 3 Does your business offer API connections to affiliates and other partners?
  16. 16. The IHG Story
  17. 17. 17 Guest Speaker, IHG Ryan Hudgins Performance Marketing Manager, Global Affiliate Program InterContinental Hotels Group
  18. 18. 18 Agenda • About IHG • IHG’s mission + goals of API program • Why APIs + API management • Executing a robust partner program • How to generate revenue from your API • Results + examples • Wrap-up • Q&A
  19. 19. 19 About IHG • One of the largest hotel companies in the world, InterContinental Hotels Group (IHG) has 4,700 hotels worldwide and 11 different brands • IHG’s goal is to be the #1 hotel company with Great Hotels Guests Love® • Won 2012 Advertiser of the Year at Commission Junction Awards
  20. 20. 20 Consumer + Business Transition to Digital Practices • Consumers are booking travel on an increasing number of travel websites and apps on multiple devices • Consumer habits have informed traditional business practices – making affiliate business even more critical to large hotel chains like IHG • Getting to market fast with an agile technology program in place was key to keep pace with the speed of business today
  21. 21. 21 Reinventing IHG’s Affiliate Program • Partner onboarding was a long and arduous process – B2B feeds were cumbersome and only allowed one new partner per quarter • Previous affiliate requirements were limiting – program required affiliates to meet data thresholds, eliminating many smaller and international companies • Following technology trends isn’t enough – need to be a step ahead and provide the highest quality user experience for affiliates and customers • Looked to APIs as an agile delivery layer for multiple affiliate types that would allow for speed, efficiency, and scale
  22. 22. 22 Why APIs? With APIs, IHG can quickly onboard affiliates from around the globe, expanding its footprint and reach to consumers. A secure API program enables the business side to engage IHG affiliates, bridging the gap between technology and account management, to truly drive the business forward.
  23. 23. 23 Value of Opening Data • Want hotel owners to have full hotels – putting the data out there in the face of competitors’ data allows for differentiation • Data is detailed and rich – can be segmented and parsed out depending on how niche the affiliate/audience is, extending reach and customer satisfaction • Affiliate relationships increase customer loyalty – only IHG allows loyalty members to get rewards club points by booking through an IHG affiliate
  24. 24. 24 Build vs. Buy: Why API Management?  Best-of-breed technology to manage APIs across brands from a single control center  Speed to market  Industry and market research-driven guidance by Strategy Services  Comprehensive developer portal and best practices on marketing  Allows IHG to focus on its core competency and enhance its best-in-class digital marketing program
  25. 25. 25 Leveraging Strategy Services • IHG chose Strategy Services’ Go-to-Market Package to lay the foundation for optimizing the RoomService platform • Engagement included: • Gap analysis in current and potential partners • API and app landscape review • Portal pre-launch • API roadmap – an actionable plan including platform rollout and recommendations
  26. 26. 26 RoomService: www.ihg.com/roomservice
  27. 27. Executing a Robust Affiliate API Program Dynamic Developer Portal • Three portal versions with unique experiences based on affiliate/partner type, determined by user login (affiliate, direct media, display media) • 5 content rich APIs • Real-time content includes info on individual hotels, thumbnail images, descriptions, amenities, rates, availability, etc. • Booking through RoomService lets customers continue to accrue rewards club points, which is a differentiator from OTA competitors
  28. 28. 28 APIs Benefit Partners, IHG, + Customers Alike RoomService API Program IHG provides real-time data on hotel rates, bookings, amenities, images, and more. Partner Partners sign up for a key and IHG pays them to promote IHG properties. Customers Customers across the globe book stays at IHG properties that satisfy their unique preferences and receive IHG rewards club points. IHG IHG expands its reach globally to new and existing customers.
  29. 29. 29 Results of API Program Less than 1 day to onboard new partners down from 1 quarter 37% increase in average order value through RoomService Nearly 100 partners up from fewer than 10 pre-API program 27% revenue increase YoY from the API program
  30. 30. 30 Example: Room77
  31. 31. 31 Example: Skyscanner
  32. 32. 32 Roadmap Going Forward Thanks to a well-managed API program, in the near future IHG can easily:  Increase the scope of API usage to broader partners, internally and externally  Get more creative with data  Add additional tracking for Chinese and Japanese affiliate networks – expand further internationally  Become more strategic with retargeting efforts with data
  33. 33. Poll no. 4 What are the biggest challenges to API connectivity for a business?
  34. 34. 34 Wrap-Up • As consumers and businesses begin to adopt digital practices, IHG sought an agile way to expand its reach and increase partner relationships • IHG launched a robust partner API program to dramatically decrease the time it takes to onboard partners and to scale • The company leverages API management for a central point of control and dynamic one-stop-shop that targets multiple partner types • In less than one year, bookings and revenue have increased and customer loyalty has grown through the API program’s unique features
  35. 35. Intel Services 35 Experienced: Silicon to Software Complete: End to End Transformative: Old to New Building on our history of hardware innovation, we’re now creating the software platforms that connect the “Internet of Things.” Your time to value accelerates with an end-to-end approach that integrates security throughout—from defining the right strategy to managing your API programs to connecting all of your devices and data. We deliver innovative ways to bring legacy SOA-based services and modern APIs together with the Intel® Mashery™ portfolio of products.
  36. 36. With Intel Services, You Get: 36 FASTER APP DEVELOPMENT AND PARTNER GROWTH BETTER, MORE SECURE API PERFORMANCE DATA-POWERED INSIGHTS
  37. 37. Intel Services has successfully enabled more than 200 businesses with software services, and counting ® Your Car. Your Data. Your API.
  38. 38. Join Us at BAPI NY + London this October BAPI NY | Oct. 8 Jazz at Lincoln Center’s Frederick P. Rose Hall BAPI London | Oct. 29 Altitude 360 apiconference.com
  39. 39. 39 Thank You IHG Ryan Hudgins ryan.hudgins@ihg.com Intel Services Rob Zazueta | @rzazueta rob.zazueta@intel.com communications@mashery.com | @mashery
  40. 40. Legal Disclaimer THIS PRESENTATION CONTAINS THE GENERAL INSIGHTS AND OPINIONS OF INTEL CORPORATION (INTEL). THE INFORMATION IN THIS PRESENTATION IS PROVIDED FOR INFORMATION ONLY AND IS NOT TO BE RELIED UPON FOR ANY OTHER PURPOSE THAN EDUCATIONAL. USE AT YOUR OWN RISK! INTEL MAKES NO REPRESENTATIONS OR WARRANTIES REGARDING THE ACCURACY OR COMPLETENESS OF THE INFORMATION IN THIS PRESENTATION. INTEL ACCEPTS NO DUTY TO UPDATE THIS PRESENTATION BASED ON MORE CURRENT INFORMATION. INTEL IS NOT LIABLE FOR ANY DAMAGES, DIRECT OR INDIRECT, CONSEQUENTIAL OR OTHERWISE, THAT MAY ARISE, DIRECTLY OR INDIRECTLY, FROM THE USE OR MISUSE OF THE INFORMATION IN THIS PRESENTATION. NO LICENSE, EXPRESS OR IMPLIED, BY ESTOPPEL OR OTHERWISE, TO ANY INTELLECTUAL PROPERTY RIGHTS IS GRANTED BY THIS DOCUMENT. EXCEPT AS PROVIDED IN INTEL'S TERMS AND CONDITIONS OF SALE FOR SUCH PRODUCTS, INTEL ASSUMES NO LIABILITY WHATSOEVER AND INTEL DISCLAIMS ANY EXPRESS OR IMPLIED WARRANTY, RELATING TO SALE AND/OR USE OF INTEL PRODUCTS INCLUDING LIABILITY OR WARRANTIES RELATING TO FITNESS FOR A PARTICULAR PURPOSE, MERCHANTABILITY, OR INFRINGEMENT OF ANY PATENT, COPYRIGHT OR OTHER INTELLECTUAL PROPERTY RIGHT. Copyright ©2014 Intel Corporation.
  41. 41. Risk Factors The above statements and any others in this document that refer to plans and expectations for the first quarter, the year and the future are forward-looking statements that involve a number of risks and uncertainties. Words such as “anticipates,” “expects,” “intends,” “plans,” “believes,” “seeks,” “estimates,” “may,” “will,” “should” and their variations identify forward-looking statements. Statements that refer to or are based on projections, uncertain events or assumptions also identify forward-looking statements. Many factors could affect Intel’s actual results, and variances from Intel’s current expectations regarding such factors could cause actual results to differ materially from those expressed in these forward-looking statements. Intel presently considers the following to be the important factors that could cause actual results to differ materially from the company’s expectations. Demand could be different from Intel's expectations due to factors including changes in business and economic conditions; customer acceptance of Intel’s and competitors’ products; supply constraints and other disruptions affecting customers; changes in customer order patterns including order cancellations; and changes in the level of inventory at customers. Uncertainty in global economic and financi al conditions poses a risk that consumers and businesses may defer purchases in response to negative financial events, which could negatively affect product demand and other related matters. Intel operates in intensely competitive industries that are characterized by a high percentage of costs that are fixed or difficult to reduce in the short term and product demand that is highly variable and difficult to forecast. Revenue and the gross margin percentage are affected by the timing of Intel product introductions and the demand for and market acceptance of Intel's products; actions taken by Intel's competitors, including product offerings and introductions, marketing programs and pricing pressures and Intel’s response to such actions; and Intel’s ability to respond quickly to technological developments and to incorporate new features into its products. The gross margin percentage could vary significantly from expectations based on capacity utilization; variations in inventory valuation, including variations related to the timing of qualifying products for sale; changes in revenue levels; segment product mix; the timing and execution of the manufacturing ramp and associated costs; start-up costs; excess or obsolete inventory; changes in unit costs; defects or disruptions in the supply of materials or resources; product manufacturing quality/yields; and impairments of long-lived assets, including manufacturing, assembly/test and intangible assets. Intel's results could be affected by adverse economic, social, political and physical/infrastructure conditions in countries where Intel, its customers or its suppliers operate, including military conflict and other security risks, natural disasters, infrastructure disruptions, health concerns and fluctuations in currency exchange rates. Expenses, particularly certain marketing and compensation expenses, as well as restructuring and asset impairment charges, vary depending on the level of demand for Intel's products and the level of revenue and profits. Intel’s results could be affected by the timing of closing of acquisitions and divestitures. Intel's results could be affected by adverse effects associated with product defects and errata (deviations from published specifications), and by litigation or regulatory matters involving intellectual property, stockholder, consumer, antitrust, disclosure and other issues, such as the litigation and regulatory matters described in Intel's SEC reports. An unfavorable ruling could include monetary damages or an injunction prohibiting Intel from manufacturing or selling one or more products, precluding particular business practices, impacting Intel’s ability to design its products, or requiring other remedies such as compulsory licensing of intellectual property. A detailed discussion of these and other factors that could affect Intel’s results is included in Intel’s SEC filings, including the company’s most recent reports on Form 10-Q, Form 10-K and earnings release. Rev. 2/20/14
  42. 42. Q & A
  43. 43. Thank you! Please send your questions to kevin@tnooz.com Replay and presentation from today’s webinar will be avaialble on www.tnooz.com

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