Expedia Nairobi 2012

© Expedia, Inc. All rights reserved. Confidential and proprietary.

We bring you the worldExpedia in East Africa

Louise C. Dreisig – Market Manager, East Africa

Nairobi, March 29 - 2012

Expedia Partner Services Group | 1

Expedia, Inc. Mission and Global Brands


Our Mission: To revolutionize travel through the power of technology

CorporateOpaquePackageRetail

TabletMobileOnline Call Center

Global brands

Multiple channels

Multiple platforms

100 localized Expedia, Inc. branded sites in 70 countries

PASSIONATE • INNOVATIVE • ENTERPRISING

Expedia Lodging Partner Services | 2

Expedia in East Africa

Expedia Partner Services Group | 3© Expedia, Inc. All rights reserved. Confidential and proprietary.

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

East Africa hotel sales by region

Room nights sold 2011

Room nights sold 2010

Online travel today


Consumers took charge years ago!

There is no such thing as an online customer

5© Expedia, Inc. All rights reserved. Confidential and proprietary.

But a Multi-channel & Multi-device Customer!

The purchase process is no longer linear

Page 6

I am thinking of going away, but I'm not sure where

I now have short listed a few destinations

I know where and when, but need to choose a hotel

I’ve shortlisted a couple of hotels and now need to find the best deal

I’m ready to purchase

Awareness

ResearchConsideration

Preference Purchase


But a more complex environment

© Expedia, Inc. All rights reserved. Confidential and proprietary. Expedia Partner Services Group | 7

Your Hotel

On-site merchandising

Social Media

Mobile

Affiliate partnership

Telesales Agent

Search engine Marketing

Search engine optimization

E-mail

Use the different channels when thinking Pricing Strategy and Distribution Strategy. But adding the complexity of devise and Geography.

Delivering qualified customers via multiple channels


Mobile Technology – So far the King of innovation….

© Expedia, Inc. All rights reserved. Confidential and proprietary. Expedia Partner Services Group | 9

Massive customer database but tailor made approach

Page 10


Business TravellersFrequent Travellers, 8+ trips a

year, travel to key business destinations

Fun Seekers

18-25 year old single fun seekers, travel to top 10

student and group holiday destinations

Style Leaders Sophisticated, no children, 25-

35, travel on city breaks

and long haul destinations

Family Active, wealthy families travelling to key (non -package) destinations

GreysCulture seekers, wealthy, over

8 trips a year

travelling to up-market destinations

Jetsetters

Very wealthy, typically 35-55, stay in 5 star resorts

with high profile

Putting It All Together

© Expedia, Inc. All rights reserved. Confidential and proprietary.© 2011 Expedia, Inc. All rights reserved. Confidential and proprietary.

Travel Technology



Conclusion – Is this science fiction for East Africa?

Expedia Partner Services Group | 12

No! It may be science fiction for most people living in East Africa, but for your feeder market it’s everyday life.

That’s why we bring East Africa to this new reality through our local suppliers:

Rates to publish

Inventory to sell

Information for creating accurate and attractive descriptions

Photos to display and market hotels

Promotions to help attract additional demand to Africa

Marketing and banners on our sites to benefit from our global visibility

Working Together We Can Drive Profitability


Short: Opaque, Mobile

Medium: Retail, Corporate

Long: Packages, International Travel

Playing to the Booking Window

Day of Week

Length of Stay

International Points of Sale

Mobile Only

Booking Windows

Weekends

Room Types

}}

Utilize Promotional Technology and Merchandising

Increase Customer Engagement with Your Online Brochure

Communication is key to a successful & profitable long-term partnership!

Double your photos = 4.5% higher take-up

& $3.50 higher ADR.

Double your number of

reviews = 3% higher take-up

& $2higher ADR.

Partial description to full description = 5% higher take-up

& $3 higher ADR.



Thank youLouise Dreisig

[email protected]

We are committed to delivering you global opportunities and relevant market insight to increase your profitability.
