10 April 2013

Alejandro Lista Director of E-commerce

Southern Europe

Revenue Generating Integrated Solutions, the “future” for Hoteliers

SIENA

TravelClick provides expert

solutions to hotels to optimize

performance, grow revenue,

and create a stronger brand.

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Our team delivers global expertise and local

knowledge to grow Hotels revenue.

Our dedicated field sales, account management, and service teams have deep knowledge of the

communities where your hotels operate, and they draw from proven industry experience.

33,000+ hotel customers 176 countries 800+ employees

Atlanta Barcelona Chicago Dubai Hong Kong Houston London Melbourne

New York Orlando Philadelphia Shanghai Singapore Tokyo

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We’ve been a leader for more than 12 years,

guiding 33,000+ hotels of all types and sizes.

Independent &

Small size Groups Mid-Sized Brands

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We have five lines of

business that will work

together to improve

Hotels performance.

•iHotelier® Central Reservation System™

•iHotelier® Web 3.0™

•iHotelier® Mobile™

•iHotelier® GDS & Pegasus UltraDirect™

•EZYield Channel Management™

•iHotelier® VoicePro™

•iHotelier® Demand™

•iHotelier® PMS Integrations™

• Rate360®

• Agency360®

• Demand360®

• Enterprise Solutions™

• Travel Agent (GDS) Media™

• Display Marketing™

• Pay-Per-Click Advertising

• Custom Websites

• Search Engine Optimization

• Social Media Optimization

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Our products work together to help hotels

turn information into action to generate

direct bookings and get repeat guests.

Guest Management

Solutions

Business

Intelligence

Media

Solutions

Web

Solutions

Reservation

Solutions

The Brand Website revenue contributed 20.7% of the

total revenue booked

Global Highlights | 2012

Revenue by Channel 2012

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Source: TravelClick Demand360. Top 50 markets worldwide from participating brands. Revenue in USD.

Direct = Reservations taken directly on property such as walk-ins, meetings/groups, direct call in

CRS = Central reservations office for contact center reservations via voice, chat or email

Web = Hotel proprietary Web site + Mobile site or brand Web site

OTA = Online travel agency such as Expedia, Booking, Venere, HRS

GDS = Global distribution systems Sabre, Galileo, Worldspan, Amadeus

Global interest for accommodation

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1 Source Google research data, Q4 2012

Italian market interest for accommodation

74%

26%

International Domestic

Global interest for European accommodation

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1 Source Google research data, Q4 2012

Hotel searches on Mobile are growing very

fast globally

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One in Seven searches originate from a mobile device¹

42% of travelers research or book accommodations on a mobile device platform2

5-10% of web bookings come from a mobile device3

65 percent of mobile bookings are same day4

By 2015, 81% of cell phone users will have smart phones5

More people will access the internet via mobile devices than desktops6

1 Google research data, 2012 4 Orbitz data, Dec 2011 2 Smarter Travel 5 Goldman Sachs. June 2011 3 TravelClick Data – sampling of 1600 iHotelier clients with MobiBook. 6 IDC New Media market Model, Sep 2011

iHotelier Mobile statistics*

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The ADR for a typical Mobile booking versus web booking is 15 USD higher

Close to 50% of all Mobile bookings are made with 0 to 1 day lead time

The average mobile reservation is 25% higher in total revenue value versus web

bookings

Hotels receive a minimum of at least 2 direct voice bookings via the iHotelier

mobile click to call

* TravelClick Data – sampling of 1600 iHotelier clients with MobiBook.

GDS statistics for Siena

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Major Market Trends in Hospitality

Trend 1: Social media is the cornerstone of marketing strategy

Trend 2: Business Intelligence (BI) at every level. The new face of successful travel

companies:

Competitor Analysis - Market Penetration - Distribution costs by channel.

Trend 3: Meeting the expectations of the modern consumer:

Improve customer experience - deliver relevant data - engage the customer - embrace

new channels - Integrate online, offline and social - retain customer loyalty.

Trend 4: Semantic technology (finally) becomes relevant in the travel value chain

Evaluate opportunities – Experiment to see what works

Trend 5: Mobile provides a unique platform for more direct distribution

The new mobile devices facilitate continuous engagement - mobile marketing becomes

more personalized and relevant

*Source: PhoCusWright Inc.

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We understand this complex and changing market.

Branding

Service

Guests

Corporate

Sales

Distribution

Channel

Revenue

Management Marketing

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Reservations Solutions

We understand the critical business

challenges facing by hotels.

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Access data and insight

that enable me to price

correctly based on future

demand and competitor

activity

Manage my channels in

an integrated way in order

to avoid over booking or

under booking

Accurately forecast the

costs associated with

each booking channel

Gain additional

direct bookings

without incremental

cost

Reduce the time and

effort associated with

working with multiple

vendors

Avoid the effort

associated with

manual updates of

multiple systems

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Electronic Distribution Map

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Hotels need a single point of entry for real-time

distribution management across all channels.

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Hotels must have a next generation seamless

connectivity to all 4 of the GDS.

+10% growth in GDS revenue and bookings for TravelClick hotels in 2012.

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Hotels need a state-of-the art web booking

engine that will help to:

Build your brand

With a new, cutting-edge web booking engine

Increase RevPAR

With intelligent upsell of stay length, rooms and add-on services

Drive more bookings

In fewer clicks with optimized navigation and clear calls to action

Have full control of the booking experience

Allowing you to sell the way you want, but even must important

the way your customers want to buy.

Up-sell and cross-sell

functionality

Turn lookers into bookers with engaging visual

cues and clear calls to action

Optimized navigation precipitates conversion in ~20% fewer clicks

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Drive more direct bookings in fewer clicks

and increase RevPAR

Select Dates Select Rooms Add Enhancements Confirm Reservation

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Booking engine’s features should include:

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Add a day before or after dates

selected to increase occupancy.

Up sell Room categories and

ancillary products/services to

increase Revenue for each stay.

Flexible date calendars to

allow guests to see when best

rates are available to stay.

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Hotel needs to control booking experience with

easy to use, self-serve administration.

Flexible

configuration for

all design aspects

Create multiple

themes for

promotional offer

merchandising

Easy photo and

media content

administration

Preview real-time,

prior to publishing

to live site

Enhanced

customizations for

button styles,

header gradients

and colors

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Automated email marketing capabilities…

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Pre-stay email marketing to

anticipate your customer needs.

Post-stay: Engage customers after

departure, Social Media, Cross-Selling,

future stays discounts..

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A custom Area Search mask integrated into

the website enabling multi-property availability

searches for groups.

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Hotel will capture more on-the-go bookings

with a mobile booking engine.

Increase

direct

Bookings to

your hotel…

42% of travelers research or book accommodations on a mobile device1

40% book within 1 day of arrival2

25% book on the same day of arrival2

1 SmarterTravel 2 Based on iHotelier Mobile customer data

iHotelier Mobile facts

• Hotels receive a minimum of

at least 2 direct voice

bookings via the iHotelier

mobile click to call…

…for every 1 booking finalized

within the iHotelier mobile booking

engine.

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Increase Demand with partnerships to drive

incremental bookings and reduce Hotel

distribution costs…

Metasearch

Partnerships

• Increased demand driven directly

to your web booking engine

• Competitively position hotels to

drive direct bookings

• Preferred commercial terms

resulting in reduced customer

acquisition costs

OTA

Partnerships

• Increased distribution resulting

in more bookings

• Preferred placement on the

shelf

• Preferred commercial terms,

including reduced margins

Consortia/

Mega Agency

Partnerships

• Increased business travel

demand and bookings

• Favorable subscription pricing

• Preferred placement in GDS

• Access to travel agent offices

globally

• Centralized management of

RFP content, submission and

rate audits

… Work with partners to drive demand to

Hotels to your direct channels.

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Consortia

Metasearch

Online Travel Agent

Corporate

In Development

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Your Hotel needs to be where customers are

and drive more direct Business

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iHotelier OTA Sync (iHOS) integrates

with iHotelier to automatically update availability,

rates, and inventory to more than 750 OTAs and

simultaneously deliver online reservations directly

into the PMS, eliminating overbooking and

common data entry errors

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An integrated channel manager will allow

Hotel to have full control of their online

distribution across all channels from their

PMS. Increase and diversify your online

distribution and deliver OTA reservations

directly to your PMS

Rates /

Inventory

Reservations

iHotelier PMS Connect

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Seamlessly synchronize availability, prices, reservations directly

from and into your Property Management System, allowing for

true last room availability.

Your Hotel’s

Property

Management

System

Rates / Availability

Reservations

Real time reporting is key…

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Integrated, simple and flexible manager level reports with rate codes, credit cards,

LOS, pace information create the base for strategic decisions

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Web Solutions

&

Web Marketing

Customized designs that reflect each unique property

style including “Best Practices” to convert.

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Every Hotel needs a customized Mobile Site

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Mobile websites are a complete yet simple

solution for hotels

Built on a sub-domain, a mobile site provides a SEO boost and

Google Analytics must be included to measure Hotels performance

Links to Hotels social media pages, click to call functionality, and

integrated Google Maps make it easy for your guests to find you

Create your mobile site to complement your current site design

Updates and maintenance needs to be easy to do for Hotels with a

content management system

Live Lead Rates integration, and direct links to a mobile optimized

booking engine, drive conversions

Robust content management system (CMS) that

allows Hotels easily maintain the website fresh

and updated.

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The TravelClick

approach to driving

online revenue using

online media

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• Paid Search

• SEO

• Social Media

• Display Advertising

• Affiliated Marketing

Attract

• Best Practices Design

• Best Rate Guarantee

• Dynamic Rate Display

• Integrated Booking Engine

Convert

• Email Acquisition Strategy

• Email Marketing

• Pre / Post Stay Email Marketing

• Social Media

Retain

• Website Analytics

• Online Marketing Performance Review

• Data Driven optimization

Analyze

TravelClick’s E-Commerce Strategy

Where do people go when they leave your

site?

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68% The percent of

consumers who

consult online

reviews before

booking

22 The number of

sites the average

travel researcher

visits before

booking

9.5 The average

number of online

research sessions

a consumer

conducts before

booking

Google Think Insights: 5 Stages of Travel

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Generating bookings is a numbers game. Drive traffic to your site with a full blend of online marketing.

Paid

Search

Email

Marketing

General

blasts

Average

5:1 ROI

Social Media acts as ROI multiplier Social Media

Trip Advisor Trip Advisor acts as a conversion multiplier

Display

Remarketing

5:1 to 20:1

with an

average of

15:1 ROI+

Organic

S E O

Averages

4:1 ROI

5 to 10%

CTR

increase

with SMO

Use SMO to capture a

larger share of traffic

5:1 to 15:1

with an

average of

11:1 ROI+

Targeted blasts

Average

20:1 ROI

Targets those researching your market or who have booked a flight to your market Travel Intent Display

All marketing channels integrate to touch the bottom line

Online research activities Online marketing

strategy:

Google: “best things to see in Paris”

Travel Content Sites: guide to Paris

TripAdvisor: things to do in Paris

Airline Sites: Complete flight reservation

Google: “Boutique hotels St. Germain

TripAdvisor: Reviews

Your website: In-depth property research

Google: “Hotel Amour”

OTA: Shop/book travel

Travel Agent: Shop/book travel

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Growing high quality traffic to Hotel website is

key to maximizing online revenues.

It needs to be focused on the right channels

Research

Shop

Buy

Acquire new

customers

Make it easy to

book direct

Convert Travel

Agent shoppers

Behavior How to target

this behavior

Search your market on Google PPC (Paid Search) geo/generic terms

Read travel content sites Travel Intent Display (Contextual Marketing)

Booked a flight to your market Travel Intent Display (Behavioral Marketing)

Behavior How to target

this behavior

Search for your property on Google PPC (Paid Search) brand terms

Visit your site but don’t book Display Remarketing

View your TripAdvisor page TA Business Listings & Check Rates

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An effective online marketing strategy for

Hotel targets two groups of qualified leads:

Shoppers: People coming to, or researching the market

Converters: People who show interest in your property

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They leave your site.

Time passes.

Your ad appears where

they browse, reminding

them to book

They see your ad,

return to your site,

and book directly

They browse the web

(not just travel sites)

The search begins They find your hotel! They get sidetracked

Display Remarketing is how you bring back and

convert visitors who abandon your site.

97% of consumers who visit your hotel website leave without booking.

Contextual Display:

Ads placed on specific sites that have

content related to travel to a

destination - Example: Top 10 things to do in

Chicago

Travel Intent Display is media targeted to

travelers researching or traveling to your market

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Behavioral Display:

Ads that target potential bookers

wherever they are browsing, based

on their online activity. - Example: Someone who booked a

flight to Chicago

They book a flight to Chicago A Chicago hotel serves ads

as they browse the web

Chicago hotel ad

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Your Hotel needs to be where the customers

are and engage the customers:

A social media optimization drives direct bookings, exemplified by our award

winning program for Hotel BLOOM!

Increased fan base by 300% in

less than two months

Sold 10 extra room nights directly

from hotel’s Facebook party tab

Gained 450 new email subscribers

Was awarded the IAC 2011

Best Hotel and Lodging

Social Media Campaign

Multi-media plans

drive higher returns

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The foundation of TravelClick’s media

solution is an integrated program

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• ONE integrated media strategy

• ONE contract

• ONE point of contact

• ONE performance package

PPC DRM

Travel Intent

Display

Trip

Advisor

To holistic media planning

and management From products

managed in isolation…

• SEPARATE products and objectives

• SEPARATE contracts

• SEPARATE points of contact

• SEPARATE performance reports

Travel Agent Media

Pay-Per-Click

DRM

Trip Advisor

Travel Agent Media

Travel Intent

Display

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With a customized Media Solution you invest

in a comprehensive media portfolio designed

to grow your revenue.

Custom digital marketing plan with access to TravelClick’s

best-performing media inventory

Flexibility to shift funds between media types based on

performance ~ driving higher media returns

Holistic media planning and management

One contract, invoice, and performance package

Monthly email reports and review calls with your media

strategist

An integrated offering makes it easy to add

digital services to maximize Hotel direct

bookings.

Same Month-to-Month

Pricing

One Contract

Same Design and

Marketing Team

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Your Website

SEO

PPC

Mobile Site

Social Presence

Display Marketing

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Business Intelligence

Business Intelligence solutions provide you

with actionable insights to increase hotel

revenue.

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Price rooms…

Promote products…

Target customers…

Allocate inventory…

…with precision,

to win the right

customers and

maximize Hotel

revenue

Demand See your market’s future

production across all

channels

Agency See your competitors’

production by

travel agent

Rate See your competitors’

rates

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Suite of Reporting solutions to help Hotels

increase revenue.

How should I price to

maximize ADR and

occupancy?

RATE360

To what agencies

should I target my

sales activities?

AGENCY360

What should I do now

to impact my future

bookings?

DEMAND360

& DESTINATION INSIGHTS

Summarizing:

Integrated solutions to

drive direct Business

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Your website needs to reflect an unique

property or brand style and features, but always

combined with the Best Practices to convert.

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A mobile-friendly website is a “must” for

every hotel:

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5-10% of web bookings come from a mobile device3

65 percent of mobile bookings are same day4

By 2015, 81% of cell phone users will have smart phones5

More people will access the internet via mobile devices than desktops6

One in Seven searches originate from a mobile device¹

42% of travelers research or book accommodations on a mobile device platform2

1 Google research data, May 2011 4 Orbitz data, Dec 2011 2 Smarter Travel 5 Goldman Sachs. June 2011 3 TravelClick Data – sampling of 1600 iHotelier clients with MobiBook. 6 IDC New Media market Model, Sep 2011

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Your hotel needs an integrated solution for

real-time distribution management across all

channels.

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Customize the online booking experience to engage

customers and get more direct bookings.

The media landscape is complex, and hotels

need help getting in front of potential guests

with a holistic Media approach .

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Hotel

Guest

Your Hotel needs to be where customers are

to drive more direct Business

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Social media optimization drives direct bookings:

−845m monthly active users

−2.7b likes/comments a day

−250m photos uploaded/day

−250m monthly active users

−500m users signed up

−340m tweets sent/day

−1 trillion views in 2011

−1 hour uploaded/second

−3 billion hrs watched/month

Engage your customers with Social integration into your

Booking Process and Email marketing

Demand See your market’s future

production across all

channels

Agency See your competitors’

production by

travel agent

Rate See your competitors’

rates

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Business Intelligence is Key for taking the

right decisions and increase Hotels’ revenue.

How should I price to

maximize ADR and

occupancy?

RATE360

To what agencies

should I target my

sales activities?

AGENCY360

What should I do now

to impact my future

bookings?

DEMAND360

& DESTINATION INSIGHTS

GRAZIE!

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