#eTAS14 Presentation - Spencer Spellman of Expedia

Selling travel in a changing climate

1

Spencer Spellman@spencerspellmanspencer.spellman@gmail.com

What we’re not selling…

2

What we ARE selling…

3

And….

4

Travel by the numbers

• 3 out of every 4 people post photos to social networking sites from a trip (Four Pillars Hotels).

• 92% of consumers say they trust earned media, such as social media, word of mouth, and recommendations from friends and family, above all other forms of advertising (Four Pillars Hotels).

• 82% of consumers trust a company more if they are involved with social media (Forbes).

• 1 out of 4 travelers read travel blog content to plan trips.

5

Tweetables

• Travel isn’t just a transaction. It’s a collection of experiences that live beyond a departure and arrival date.

• What happens on vacation goes on social media…3 out of every 4 travelers to a destination post photos on social media.

• Content is still king. 1 out 4 travelers consult a travel-related blog when planning their travels.

• Social media is social. It is only as strong as the long-term online/offline relationships that result from it.

6

The Problem

• A disconnect between travelers being inspired and booking the trip that has inspired them.

• Magazines, newspapers, and television shows have long inspired people to travel, but it’s been left to the traveler to do the heavy lifting of planning and booking a trip.

7

The Solution

• Tap into influencers in the online travel community.

• Create a platform in which travelers can both be inspired and book travel all in one place.

8

#Expediachat

9

Results

10

Expedia Viewfinder

11

Key learnings

• Incentivizing customers.• Incentivizing influencers/bloggers.• Social media is “social”. It’s only as strong

as the online/offline relationships that result from it.

• Start small and then test and learn.• It’s not about big numbers but the right

numbers.

12

13

Future of travel: 4 M’s

• Mobile• Multimedia• Multiple devices• Millennials

14

Tweetables

• Travel isn’t just a transaction. It’s a collection of experiences that live beyond a departure and arrival date.

• What happens on vacation goes on social media…3 out of every 4 travelers to a destination post photos on social media.

• Content is still king. 1 out 4 travelers consult a travel-related blog when planning their travels.

• Social media is social. It is only as strong as the long-term online/offline relationships that result from it.

15