Gone are the days of walking into a travel agency and saying, “I want to go to Orlando during my Christmas break”, then having the agent book the trip based on point-to-point travel to that destination. Today, a traveler can say: “I’ve got some free time in late December, I want to go somewhere with sun, I have three small children, and I’m looking for flight less than four hours direct on an airline with television screens on every seat.” Now the search experience is based on your inspiration and personal parameters. We search for trips based on suggestions that fit into a set of our personally established motivating factors, not necessarily where the suppliers drive us. Add to the mix web-based crowd-sourcing and social media, and the entire dynamic of how we search, discover and choose travel has been turned on its head. Panelists for this webinar are: Alexandra Argüelles, Amadeus, VP of online account management and consulting services Alek Vernitsky, GetGoing, co-founder and CEO

1. K
Kevin May
Editor & Moderator
Gene Quinn
CEO & Producer
Your hosts

2. K
Alix Argüelles
VP, Online Account
Management and
Consulting
Services
Amadeus
Your panelists
Alek Vernitsky
CEO & Co-Founder
GetGoing

3. ©2012AmadeusITGroupSA
Pre-search, Search, and Shopping
Alix Argüelles
Vice President, Online Account Management &
Consulting Services

4. ©2012AmadeusITGroupSA
The “good” old days…

5. ©2012AmadeusITGroupSA
To: From:
Departing on: Returning on:
Search

6. ©2012AmadeusITGroupSA
High level of frustrations for travelers with the
trip planning process
Inspiration: no way to easily search
multiple destinations at once

7. ©2012AmadeusITGroupSA
High level of frustrations for travelers with the
trip planning process
Search: Too much information to sift
through

8. ©2012AmadeusITGroupSA
High level of frustrations for travelers with the
trip planning process
Book: Fear of missing the best price

9. ©2012AmadeusITGroupSA
Three key trends influencing the travel industry
Savvy, smarter &
empowered consumers
looking for
personalization
Smarter Consumers
Pressure on margins
More pressure on retailers
Technology
explosion to enhance
travelers’ shopping
experience
As consumer travel needs evolve, online retailers must target their offer
to each type of traveler to increase their booking rates.
Technology explosion

10. ©2012AmadeusITGroupSA
Consumer behavior: from looking to booking
Only 7% of travelers to online and search sites actually book on an online site
Book online
through
Visitors to online
travel agency

11. ©2012AmadeusITGroupSA
How do you get
your customers to
search AND stay
for the booking?

12. ©2012AmadeusITGroupSA
12
Capture them at the
“Pre-search” stage
I want to go to a
beach.
Where
can I go
for $300?
When is
the best
time to fly
to
Denver?

13. ©2012AmadeusITGroupSA
Provide relevant results
Wisdom of the
crowd
Get to know me
and what I want

14. ©2012AmadeusITGroupSA
Give them what they want!
I want to save money!
I want to go to
California!
I want to go to the
beach!

15. ©2012AmadeusITGroupSA
Alek Vernitsky
CEO and Co-Founder, GetGoing.com
Pre-search, Search, and Shopping

16. ©2012AmadeusITGroupSA
 San Francisco-based company founded in 2011
 Launched consumer travel booking channel in
USA, expanding to Europe Q4 of ’13, Asia Q1 of ’14
 Making our technology available to the agent community
and suppliers in 2014
Our Dual Mission
 For consumers: ease the travel booking experience to
encourage more travel
 For suppliers: provide unique, value-add distribution
opportunities and tools

17. ©2012AmadeusITGroupSA
GetGoing heavily engages consumers during the pre-shopping
experience
Rewards discretionary
destination-flexible
travelers
Pick Two, Get One™ FlightFinder™
Helps explore and
compare multiple
destinations

18. ©2012AmadeusITGroupSA
Pick Two, Get OneTM: Consumers select two destinations, allow
GetGoing and the airline to assign one to the customer
Discover destinations1
2
1
3
4
Choose two destinations
(at discounted rates)
Immediately find out
destination and flights
Make a non-refundable
paymentParisOR
Madrid

19. ©2012AmadeusITGroupSA
To accomplish this, we provide extremely relevant content to
consumers
Relevant search results
 Identifying the customer
 Providing relevant
destinations
 Providing appropriate
flight content
“Ancillary” content
 Curated destination
information
 Integrate social graph
(friends that live
here, friends that have
been here)

20. ©2012AmadeusITGroupSA
Relevant search results
Personalized search
results incorporate:
 Seasons and travel dates
 Customer preferences
 Past travel behavior
 Trip & travel times

21. ©2012AmadeusITGroupSA
“Ancillary” content improves conversion and increases
stickiness

22. ©2012AmadeusITGroupSA
“Ancillary” content engages the customer in the pre-shopping
stage

23. ©2012AmadeusITGroupSA
A wide spectrum of consumers use our exploratory shopping
experience
Varied trip
length
0%
20%
40%
60%
80%
100%
Trip length
Long
Medium
Short
0%
20%
40%
60%
80%
100%
Years of age
Variety of ages
41+
26-30
<18
31-40
18-25
0%
20%
40%
60%
80%
100%
Device
Typical device
split
Phone
Tablet
Desktop

24. ©2012AmadeusITGroupSA
Curated content and social media use during the pre-shopping
stage is especially high for discretionary travelers
0% 20%
Pick Two, Get
One
FlightFinder
Access curated
content
0%20%40%60%
Pick Two, Get
One
FlightFinder
Look at “friends that
have been here”
2x4x

25. K
Thank You!
Replay and presentation from today’s webinar will be
available at www.tnooz.com
Please send your questions to kevin@tnooz.com