The Travel Planning Process and The Role of Intermediaries

Transcription

1 The Travel Planning Process and The Role of Intermediaries September Priceline Group 1

2 : Based on a True Story 2014 Priceline Group 2

3 Search Engine Caribbean vacation 2014 Priceline Group 3

4 Search Engine St Kitts Looks Nice 2014 Priceline Group 4

5 What to do? Search Engine? 2014 Priceline Group 5

6 Yes, Search Engine but in Belize 2014 Priceline Group 6

7 What s Belize Search Engine like? 2014 Priceline Group 7

8 Meta What s it cost to Search Engine get there? (much cheaper to fly to Jamaica. Can I there?) 2014 Priceline Group 8

9 Meta And what else Search Engine can I do in Jamaica? 2014 Priceline Group 9

10 Meta Search Engine Hotels in Jamaica 2014 Priceline Group 10

11 Meta Look at a couple Search Engine hotels Hotel Hotel 2014 Priceline Group 11

12 Meta And OTAs Search Engine OTA Hotel Hotel 2014 Priceline Group 12

13 And Meta reviews Reviews Search Engine OTA Reviews Hotel Hotel 2014 Priceline Group 13

14 And finally I m ready.. (and this after only 19 sites.) 2014 Priceline Group 14

15 To take a break Priceline Group 15

16 To take a break. I ll finish this tomorrow Priceline Group 16

17 To take a break. I ll finish this tomorrow. On my ipad Priceline Group 17

18 By Comparison: My Business Trip Process Meeting in downtown San Francisco on September 18. Meta Airline OTA Back to work Priceline Group 18

19 Lessons The problem is not too many websites Consumer wants high quality, relevant information at the right time As an intermediary, you need to understand where you fit into the travel discovery/research/decision/purchase journey Difficult for any one intermediary to do all things 2014 Priceline Group 19

20 Lessons Many different types of searches Consumer appreciates multi-sourced information Top of funnel information monetized differently than bottom of funnel information ( Media models versus e-commerce models) Consumers operating on multiple platforms: desktop/tablet/mobile Tons of data, but how to get it and then make sense of it? 2014 Priceline Group 20

21 Lessons Even more challenging for an individual travel supplier to do all this Intermediaries have scale efficiencies that enable suppliers to be present at the right time with the right information Enable customer to quickly and easily find what they are looking for Information on Caribbean islands Compare Caribbean flights or hotels Book a Caribbean hotel All are intermediaries at different points in the funnel Intermediaries that are effective at this will have higher conversion and ultimately drive more reservations for travel supplier partners 2014 Priceline Group 21

22 Intermediaries Investments Content: invest in aggregating, organizing and optimizing the best content on the web so that consumers can find what they want easily Technology: invest in creating seamless customer experiences across all devices (desktop / tablet / mobile) Data: invest in big data analysis to identify signal from all the noise Get the right content in front of the right customer at the right time to drive more bookings for suppliers 2014 Priceline Group 22