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Tours and ActivitiesThe next big thing in ancillary revenue.
How to Make it work.
ShaneMayerNovember30,2017
Agenda1. Why Tours and Activities 2. How to Pick a Partner 3. Lessons and Examples
Why Tours and Activities
The Activities Market is a 100+ Billion USDand growing quickly
Travel Activities Tours & Attractions
126
2014 2015 2016 2017 2018 2019
54
121
52
129
55
141
60
152
65
163
65
2020
174
74
Global Travel Activities 2014 - 2020 (US $B)
> Activities market in total include segments like ground transportation, events, spectator sports, wellness
> Tours and Attractions include tours (excursions, walking tours, etc.) and attractions (amusement parks, zoos, cultural sights)
Source: Phocuswright 2017 – Tours & Attractions Come of Age
ActivitySalesisaBigandGrowingAncillaryTravelService
GetYourGuide has seen over 100% YOY growth.
Travel activities is an even bigger market than car rental.
$24
$49
$20
$10
Activities = US$103 Billion
USEuropeAsia PacificRest of World
Car Rental = US$79 Billion
23%
21% 19%
14%
6%
18% Enterprise Rent-A-CarHerzBudget Rent-A-CarAvis Rent-A-CarDollar Rent-A-CarOthers
FY16 Travel Spend: Top 5 Car Rentals
OurBusinessPartnersArePeopleToo
64% 61% 53%
Generate less than $250K Revenue
annually
Have less than5K customers
annually
Have less than5 employees
> Majority of suppliers are small companies
> Most processes from reservation to redemption are manual
> More than 80% of gross bookings are offline
Characteristics of T&A Suppliers
Source: Phocuswright 2017 – Tours & Attractions Come of Age
OnlineSalesisTopPriority
Booking engine via your
website
77% 71% 47% 45%
Online Reseller
Hotel Concierges
Phone and/or Email
Increase (vs. stable and declining)
Which channel do you expect to increase?
Source: Phocuswright 2017 – Tours & Attractions Come of Age
> Three in four claim they will have live online booking within the year
> 61% claim they will have a mobile site with live booking within the year
> Online tour and attraction gross booking will more than double from USD 9B in 2015 to USD 21B in 2020
• Foundedin2004• Carsareacommodity• B2B
• Foundedin2008• Tours&ActivitiesareComplex• OriginallyB2Conly
Size Quality Features
TypeofactivityDate
ThousandsofOptionsSeason/Weather
SameTourVariationsItineraryGroupSize
How to Pick a Partner
OTAs
Hotels
Travel AgentAssistance
Transport
Tour operators
Expertise
1,200+
17,000+5,000+
1,000+
4,500+
2,000+
We offer the largest travel activities inventory worldwide. 32,000+ products in over 7,200 destinations
www.getyourguide.com/destinations
Quantity
Low-Availability Attractions
Long-Line Attractions Signature Tours
Our Key InventoryQuality
Bookability
Tools
Tickets&tours
PricingCommission Rates Consumer Prices
Lessons & Examples
Learning from version 1
• Show more is most clicked on• Show more has better
conversion rates• Still need teaser to be present
for CTR
17
Example 1: EasyJet
Example 2: Emirates1. Original Touchpoint
2. Intermediary Touchpoint
3. Landing Page
4XImprovement
