Agenda. Industry Travel Trends. Mobile. Defining a Marketing Goal. Targeting Capabilities. Sample Strategies. Tracking Q&A

Transcription

1 Agenda Industry Travel Trends Mobile Defining a Marketing Goal Targeting Capabilities Sample Strategies Tracking Q&A

2 Gratuitous Photo of My Kids

3 Gratuitous Photo of My Kids At 2AM

4 Travel Trends & Research

5 US Travel Spending Source: PhocusWright U.S. Online Travel Overview Thirteenth Edition

6 US Travel Market Growth Source: PhocusWright U.S. Online Travel Overview Thirteenth Edition

7 Online Inspiration on the Rise Leisure travelers seek travel inspiration online, anticipate more family travel, and want to stay connected while traveling 68% began researching online before they decided where or how to travel 49% plan to travel more frequently with family in the coming year 42% Are more likely to use their smartphone or tablet for travel- or vacationrelated information while on a trip Source: Ipsos MediaCT/Google Travel Study, Waves 4 and 5, May-June 2013

8 Destination Selection Source: PhoCusWright U.S. Consumer Travel Report Fifth Edition

9 OTAs Dominate the Research and Comparison Phase Source: Millward Brown Study, Sept 2013

10 Online Travel Agency (OTA) Value by Numbers 8/10 78% of leisure travelers use an OTA for at least one travel planning steps: Researching, Comparing or Booking 66 66% of respondents have used an OTA for Researching 5 5% of visitors actually book on an OTA Source: Orbitz Consumer Study w/mmgy 2013 Source: Orbitz Consumer Study w/mmgy 2013 Source: Orbitz Internal Data Study Up to 57% of all travelers that visit an OTA have multiple destinations in mind Source: Google Think Travel Study /3 Up to 66% of travelers that have a destination in mind, have chosen a different destination after being exposed to OTA marketing assets Source: Orbitz Consumer Study w/mmgy 2013

11 Device Usage

12 Sophistication In Device Usage Industry traffic continues to shift from desktop to mobile Currently OWW traffic is 70% desktop versus 30% mobile, which includes mobile sites and apps. Laptop: Largest visual field, best for detailed planning, multiple windows Source: Orbitz Consumer Focus Group Tablets: Me time, downtime, entertainment and exploration, shared resource (but clearly also used for booking) Smartphone: Most personal, most protected, most convenient, most fear of making mistakes when booking/buying

13 Increasing Relevancy of Mobile Source: PhocusWright U.S. Online Travel Overview Thirteenth Edition

14 Developing a Marketing Campaign

15 Steps to Developing a Marketing Campaign Three important tasks to developing your marketing efforts: Define Your Goal Communicate Your Objective Develop Your Strategy Site Traffic Social Awareness

16 Orbitz Partner Marketing Strategies Brand Awareness New Product Offerings Promotional Messaging Special Events Have something new and exciting to promote? Lead Generation Supplier-Direct Sales Website Traffic Social Media Engagement Hoping to drive qualified consumers to your website? Production On-Site Orbitz Worldwide Sales Looking to increase travelers to a destination?

17 Targeting Options Available Identify and reach your key target segments based on the following options: Where They Live Geo Targeting, Origin Targeting Where They Are Going Confirmed Travelers Destination & Competitive Destination Targeting Booking Confirmation Pages and My Trips Page After They Leave Re-Targeting (After they ve searched and left Orbitz without booking) What They Like Their Travel Dates Affinity Targeting based on their interest categories (Family, Luxury, Business, Leisure, Adventure, International, Beach, Golf, Ski, Romance) Based on the specific time frame they are searching for travel When They Are On The Go Accessing our site through their Tablet or Mobile devices

18 Sample Marketing Plan

19 Campaign Overview Texas Tourism Example Goal: Generate Leads (Measured by distribution of Texas Travel Guide) Objective: Create brand awareness & generate leads outside of Texas by driving traffic to TravelTex.com Strategy: Present Texas to a qualified audience during the travel planning process

20 Strategy Execution - Example High Impact Placements that deliver plenty of brand awareness

21 Strategy Execution - Example Identifying niche audiences and targeting them in a relevant environment with specific creative

22 Strategy Execution - Example Seek out opportunities from publishers that will clearly aid you in reaching your goal

23 Tracking

24 Tracking & Results After a Campaign is completed how are you measuring your results? Ad Performance Production ROI Month YOY Room Nights YOY Booking Revenue August +5% +7% July +7% +8% June +21% +23% May +9% +14% April +3% +9%

25 Q & A

26 Contact Information: Brady McCarthy VP Central Region, Partner Marketing Mark Hansen Sales Manager, Partner Marketing