This document provides information from a webinar on how OTAs and meta-search sites function like a travel studio system. It discusses how OTAs invest heavily in advertising and promotion to drive business to their sites. It emphasizes the importance of hotels optimizing their listings across these sites by using compelling descriptions, engaging images and videos that showcase what makes each property unique. The document also notes challenges around revenue management and customer lifetime value in this environment.

1. Technical
difficulties?
Contact
Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com
Technical
difficulties?
Contact
Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com
Turn OTA Lookers into Bookers
How Improving Your Look on OTAs Can
Drive Direct Bookings
vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
September 25, 2013

2. Vice-President,
Best Practices, Online
Merchandising
VFM Leonardo Inc.
@darlenerondeau

4. Follow:
@vfmleonardo
Tweets & Questions:
#vfmlwebinar

5. Founder, RockCheetah

6. Managing Director,
Marketing Programs,
Best Western International

7. Founder, RockCheetah

8. Major OTA/Meta-search Travel StudiosMajor OTA/Meta-search Travel Studios
• Powerful MachinesPowerful Machines
– ProductionProduction
– DistributionDistribution
– PromotionPromotion
• Create StarsCreate Stars
– Develop TalentDevelop Talent
– Showcase LeadersShowcase Leaders
– Create OpportunitiesCreate Opportunities
• Sell The ProductSell The Product
– Right ScriptRight Script
– Right CastingRight Casting
– Right DirectionRight Direction
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Image Credit: Paramount Pictures (All Rights Reserved)Image Credit: Paramount Pictures (All Rights Reserved)

9. Major Forces in TravelMajor Forces in Travel
• Priceline | $51.3B Mkt Cap | 36.4M US UV’sPriceline | $51.3B Mkt Cap | 36.4M US UV’s
– Booking.com | Agoda | Kayak | RentalCars.comBooking.com | Agoda | Kayak | RentalCars.com
• Expedia | $7.3B Mkt Cap | 40.6M US UV’sExpedia | $7.3B Mkt Cap | 40.6M US UV’s
– Hotels.com | Hotwire | Venere | eLong | TrivagoHotels.com | Hotwire | Venere | eLong | Trivago
• TripAdvisor | $10.6B Mkt Cap | 43.8M US UV’sTripAdvisor | $10.6B Mkt Cap | 43.8M US UV’s
– JetSetter | CruiseCritic | SeatGuru | GateGuruJetSetter | CruiseCritic | SeatGuru | GateGuru
• Google | $300.8B Mkt Cap | 192M US UV’sGoogle | $300.8B Mkt Cap | 192M US UV’s
– ITA Software | Zagat | Frommer’s | WazeITA Software | Zagat | Frommer’s | Waze
• Apple | $425.0 B Mkt Cap | 600M Credit Card #’sApple | $425.0 B Mkt Cap | 600M Credit Card #’s
– See iTravel Patents | Starwood & Hipmunk iOS7 AppsSee iTravel Patents | Starwood & Hipmunk iOS7 Apps
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Statistics:Yahoo! Finance & C Image Credit: RKO Radio Pictures (All Rights Reserved)Statistics:Yahoo! Finance & C Image Credit: RKO Radio Pictures (All Rights Reserved)

10. Intermediaries Love MediaIntermediaries Love Media
• Expedia BrandsExpedia Brands
– $870 Million Total Advertising Spend 2012$870 Million Total Advertising Spend 2012
– Average $22.28 Core Ad Spend per Room NightAverage $22.28 Core Ad Spend per Room Night
• PricelinePriceline
– $1.27 Billion Online Spend 2012 (38.6 % Increase)$1.27 Billion Online Spend 2012 (38.6 % Increase)
– 2.6% of Google Search Advertising Revenue2.6% of Google Search Advertising Revenue
– Priceline Offline Ads $35 Million in (US Television)Priceline Offline Ads $35 Million in (US Television)
– Average $11.50 Core Ad Spend per Room NightAverage $11.50 Core Ad Spend per Room Night
• TripAdvisorTripAdvisor
– Considering $50 Million Television CampaignConsidering $50 Million Television Campaign
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Data: Susquehanna International Group, Priceline/Expedia & Bloomberg | Image Credit: Metro-Goldwyn-Mayer (All Rights Reserved)Data: Susquehanna International Group, Priceline/Expedia & Bloomberg | Image Credit: Metro-Goldwyn-Mayer (All Rights Reserved)

11. OTAs & Meta-search Rule MobileOTAs & Meta-search Rule Mobile
Rank Travel App Type Downloads Satisfaction Rating
1 TripAdvisor Meta-search 23.3 Million 8.5 / 10
2 Hotels.com Online Travel Agency 13.0 Million 7.5 / 10
3 Kayak Meta-search 12.1 Million 8.0 / 10
4 Booking.com Online Travel Agency 10.9 Million 8.0 / 10
5 Hotwire Online Travel Agency 8.4 Million 6.2 / 10
6 Expedia Online Travel Agency 7.0 Million 6.5 / 10
7 Priceline Online Travel Agency 5.4 Million 6.0 / 10
8 Travelocity Online Travel Agency 2.9 Million 3.7 / 10
9 Hotel Tonight Online Travel Agency 2.8 Million 8.2 / 10
10 Orbitz Online Travel Agency 2.3 Million 7.0 / 10
11 Agoda Online Travel Agency 2.1 Million 8.1 / 10
12 HRS (iHotel) Online Travel Agency 2.0 Million 5.3 / 10
13 Airbnb Online Travel Agency 2.0 Million 7.3 / 10
14 Trivago Meta-search 1.6 Million 4.9 / 10
15 Hipmunk Meta-search 1.3 Million 8.0 / 10
16 IHG Hotel 1.1 Million 7.5 / 10
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Data: Xyo.com, PhoCusWright & RockCheetah | Image Credit: Dimension Films (All Rights Reserved)Data: Xyo.com, PhoCusWright & RockCheetah | Image Credit: Dimension Films (All Rights Reserved)

12. Purchase Path Is Not Short or StraightPurchase Path Is Not Short or Straight
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Data: Millward Brown Digital/ Expedia Media Solutions | Image Credit: Metro-Goldwyn-Mayer (All Rights Reserved)Data: Millward Brown Digital/ Expedia Media Solutions | Image Credit: Metro-Goldwyn-Mayer (All Rights Reserved)

13. What Sites Do Travelers Choose?What Sites Do Travelers Choose?
When Comparison Shopping Leisure Business
Expedia.com (E) 42% 44%
Hotels.com (E) 39% 36%
Travelocity.com (E) 37% 34%
Google 35% 25%
Priceline.com (P) 32% 27%
Orbitz.com (O) 29% 31%
Hotwire.com (E) 25% 26%
Specific Hotel Brand Website 23% 25%
Kayak.com (P) 17% 24%
AAA.com 15% 15%
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Data: Google Travel Study. May 2012. Ipsos MediaCT | Image Credit: Warner Bros. (All Rights Reserved)Data: Google Travel Study. May 2012. Ipsos MediaCT | Image Credit: Warner Bros. (All Rights Reserved)

14. Celebrate What Makes You Unique
• Compelling Descriptions that Explain How You:Compelling Descriptions that Explain How You:
– Make the Guest Feel SpecialMake the Guest Feel Special
– Simplify the Traveler’s LifeSimplify the Traveler’s Life
– Satisfy Guest Needs Better than CompetitionSatisfy Guest Needs Better than Competition
• Engaging Images Showing Your Hotel in ActionEngaging Images Showing Your Hotel in Action
– Is a Building Exterior the Most Important Sales Benefit?Is a Building Exterior the Most Important Sales Benefit?
– Why is the Property Empty?Why is the Property Empty?
– Are Interior Design Shots more for Hoteliers or Guests?Are Interior Design Shots more for Hoteliers or Guests?
• Relevant, Guest Oriented Video ContentRelevant, Guest Oriented Video Content
– InterContinental’s Concierge Video Guides Offer Local TipsInterContinental’s Concierge Video Guides Offer Local Tips
– Four Seasons Buenos Aires – Films Gala EventsFour Seasons Buenos Aires – Films Gala Events
– Best Western Plus Sedona – Destination, Hotel & GuestsBest Western Plus Sedona – Destination, Hotel & Guests
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Image Credit: Metro-Goldwyn-Mayer (All Rights Reserved)Image Credit: Metro-Goldwyn-Mayer (All Rights Reserved)

15. Effectively Communicate MessageEffectively Communicate Message
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• What Story Are You Telling?What Story Are You Telling?
– Different Channels May Require Different MessagesDifferent Channels May Require Different Messages
– Tailor Message to YOUR Audience Through THEIR PlatformTailor Message to YOUR Audience Through THEIR Platform
– Not an Update & Forget Environment -Not an Update & Forget Environment -
• Use All Available Tools & Across Major OTAsUse All Available Tools & Across Major OTAs
– OTA Resources Often Used by Meta-search SitesOTA Resources Often Used by Meta-search Sites
– TripAdvisor Support Hotelier Video PostsTripAdvisor Support Hotelier Video Posts
– Google Business Photos - StreetView Virtual ToursGoogle Business Photos - StreetView Virtual Tours
• Google Knowledge Graph is a Game ChangerGoogle Knowledge Graph is a Game Changer
– Hotel Images Prioritized at Top of Search ResultsHotel Images Prioritized at Top of Search Results
– Photo | Rating | # Reviews | Street AddressPhoto | Rating | # Reviews | Street Address
– At Present, More Relevant List than Hotel Price AdsAt Present, More Relevant List than Hotel Price Ads
Image Credit: Gracie Films (All Rights Reserved)Image Credit: Gracie Films (All Rights Reserved)

16. Looking Good Will Attract AttentionLooking Good Will Attract Attention
• Important Segments Deserve Targeted ImagesImportant Segments Deserve Targeted Images
– LGBTLGBT
– FamiliesFamilies
– HoneymoonsHoneymoons
• Engaging Images Showing Your Hotel in ActionEngaging Images Showing Your Hotel in Action
– Proper Orientation – Understand Cropping MethodsProper Orientation – Understand Cropping Methods
– Appropriate Sizing – Different Resolutions Are ImportantAppropriate Sizing – Different Resolutions Are Important
– Descriptive Titles, Captions & TaggingDescriptive Titles, Captions & Tagging
• People Stay in HotelsPeople Stay in Hotels
– Guests Enjoying Key Points of DifferentiationGuests Enjoying Key Points of Differentiation
– Guests Naturally Interacting with StaffGuests Naturally Interacting with Staff
– Guests Interacting with Other GuestsGuests Interacting with Other Guests
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Image Credit: Twentieth Century-Fox (All Rights Reserved)Image Credit: Twentieth Century-Fox (All Rights Reserved)

17. Difficult DecisionsDifficult Decisions
• Total Revenue ManagementTotal Revenue Management
– Need to Transition from RevPAR to GOPPAR as BasisNeed to Transition from RevPAR to GOPPAR as Basis
– ADR Higher Under Agency Model, But High CommissionADR Higher Under Agency Model, But High Commission
– Need to Incorporate Pay Per Click Costs for Meta-BookingsNeed to Incorporate Pay Per Click Costs for Meta-Bookings
• Rate Parity Under Attack in UK & EURate Parity Under Attack in UK & EU
– UK Office of Fair Trade Rate Parity RulingUK Office of Fair Trade Rate Parity Ruling
– Resolution: Rate Parity Does Not Apply to Frequent GuestsResolution: Rate Parity Does Not Apply to Frequent Guests
– Result? New Battles for the Returning & Repeat GuestResult? New Battles for the Returning & Repeat Guest
• Customer Lifetime ValueCustomer Lifetime Value
– All Want 1All Want 1stst
Time / International / Brand-AgnosticTime / International / Brand-Agnostic
– Challenge is Returning & Repeat Guests…Challenge is Returning & Repeat Guests…
– Try to Convert Hotel Direct or Their Preferred Channel?Try to Convert Hotel Direct or Their Preferred Channel?
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Image Credit: Lucasfilm (All Rights Reserved)Image Credit: Lucasfilm (All Rights Reserved)

18. True Love or Marriage of Convenience?True Love or Marriage of Convenience?
• OTAs/Meta-search Drive VolumeOTAs/Meta-search Drive Volume
– Strong Traffic & AdvertisingStrong Traffic & Advertising
– Dominate Mobile PlatformsDominate Mobile Platforms
– Tactical Promotion Capability to Shift ShareTactical Promotion Capability to Shift Share
• Quality Presentation Across Guest’s PreferredQuality Presentation Across Guest’s Preferred
ChannelsChannels
– Try to Convert to Hotel Direct or Guest Preferred Channel?Try to Convert to Hotel Direct or Guest Preferred Channel?
– Want Best Opportunity for Conversion – Across ChannelsWant Best Opportunity for Conversion – Across Channels
– Does Not Mean OTA/Meta Should Take Priority OverDoes Not Mean OTA/Meta Should Take Priority Over
DirectDirect
• The Studio Never Overshadows the Star or ProjectThe Studio Never Overshadows the Star or Project
– Ignoring OTAs & Meta-search Shifts Share to CompetitorsIgnoring OTAs & Meta-search Shifts Share to Competitors
– Need to Leverage Channel to Your Benefit, Not Just OTA’sNeed to Leverage Channel to Your Benefit, Not Just OTA’s
– Must Focus on Setting Common Goals & Mutual BenefitsMust Focus on Setting Common Goals & Mutual Benefits
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Image Credit: Buttercup Films (All Rights Reserved)Image Credit: Buttercup Films (All Rights Reserved)

19.  Point 1
 Point 2
 Point 3

20. Syndicate your story
on the industry’s largest network of travel sites.
Reach millions
with visual stories across
the travel industry’s leading
syndication network.

21. Managing Director,
Marketing Programs,
Best Western International

22. *Numbers are approximate and can fluctuate

31.  Tell Your Story, Your Way
 Consistent messaging across platforms
 Fish where the fish are

32. Be present
where consumers are shopping
Share your story
In a consistent, engaging way across third party websites with Vbrochure.
Amplify your message on Vnetwork, which consists of the 4 GDSs and the
most popular OTAs.

33.  Point 1
 Point 2
 Point 3

35.  About VFM Leonardo
It’s a Wrap…
 Recording of this webinar
◦ Share it with your colleagues
 Invitations to upcoming webinars
◦ Topics include maximizing your web presence on stepping
it up on social media, planning for 2014 and more!

36. www.vfmleonardo.com
vbrochure@vfmleonardo.com
1.877.593.6634
@vfmleonardo
facebook.com/vfmleonardo
36
Connect
with us!
Glen MacDonell
www.website.com
Robert Cole
robert@rockcheetah.com
1.262.309.9560
@robertkcole
email

37. Questions and Best Practices