The webinar discussed how IHG used API management to accelerate partnerships and generate revenue. IHG created an API program called RoomService to quickly onboard new partners, increasing bookings and revenue. The API program decreased partner onboarding time to less than one day from one quarter previously. It also increased average order value by 37% and revenue by 27% year-over-year while nearly tripling the number of partners. The webinar provided examples of how partners like Room77 and Skyscanner integrated with IHG's APIs and discussed IHG's plans to expand the API program further internationally and with additional features.
2. Your hosts
Kevin May
Editor & moderator
Tnooz
Gene Quinn
CEO & producer
Tnooz
3. Your panelists
Rob Zazueta
Director, Platform Services
Intel Services
Ryan Hudgins
Performance Marketing Mgr.,
Global Affiliate Program
Intercontinental Hotels Group
5. Poll no. 2
Which industry segment do you
represent?
6. Accelerating Partnerships + Generating Revenue with API Management
Rob Zazueta, Director Platform Strategy
Intel Services
Ryan Hudgins, Performance Marketing Manager,
Global Affiliate Program
InterContinental Hotels Group
Intel Confidential â Do Not Forward
10. 10
Personalization Drives Loyalty
âBy the end of 2014, digital
check-in and room selection
will be available at more
than 4,000 Hilton Worldwide
properties across 11 brands
in 80-plus countries via
members' Hilton HHonors
accounts.â
http://news.hiltonworldwide.com/index.cfm/newsroom/detail/27192
11. Unique Experiences Drive Customers
âWhen a guest calls down and
asks for a toothbrush or extra
towels, hotel employees simply
load up the robot with the
requested items, dial in the
room number, and the Botlr
handles the rest.â
http://techcrunch.com/2014/08/13/starwood-introduces-robotic-butlers-at-aloft-hotel-
in-palo-alto/
11
13. 13
13
API Management Enables Innovation
âą Traffic management and caching to reduce impact on backend
systems
âą Gateway and data transformation to expose legacy systems
consistently and securely
âą Package services to provide custom access for strategic
partners
âą All managed through a browser-based single pane of glass
17. 17
Guest Speaker, IHG
Ryan Hudgins
Performance Marketing Manager,
Global Affiliate Program
InterContinental Hotels Group
18. 18
Agenda
âą About IHG
âą IHGâs mission + goals of API program
âą Why APIs + API management
âą Executing a robust partner program
âą How to generate revenue from your API
âą Results + examples
âą Wrap-up
âą Q&A
19. 19
About IHG
âą One of the largest hotel companies in the world, InterContinental Hotels Group
(IHG) has 4,700 hotels worldwide and 11 different brands
âą IHGâs goal is to be the #1 hotel company with Great Hotels Guests LoveÂź
âą Won 2012 Advertiser of the Year at Commission Junction Awards
20. 20
Consumer + Business Transition to Digital Practices
âą Consumers are booking travel on an increasing
number of travel websites and apps on multiple
devices
âą Consumer habits have informed traditional
business practices â making affiliate business
even more critical to large hotel chains like IHG
âą Getting to market fast with an agile technology
program in place was key to keep pace with the
speed of business today
21. 21
Reinventing IHGâs Affiliate Program
âą Partner onboarding was a long and arduous process â B2B feeds were
cumbersome and only allowed one new partner per quarter
âą Previous affiliate requirements were limiting â program required affiliates to
meet data thresholds, eliminating many smaller and international companies
âą Following technology trends isnât enough â need to be a step ahead and
provide the highest quality user experience for affiliates and customers
âą Looked to APIs as an agile delivery layer for multiple affiliate types that would
allow for speed, efficiency, and scale
22. 22
Why APIs?
With APIs, IHG can quickly onboard
affiliates from around the globe,
expanding its footprint and reach to
consumers. A secure API program
enables the business side to engage
IHG affiliates, bridging the gap
between technology and account
management, to truly drive the
business forward.
23. 23
Value of Opening Data
âą Want hotel owners to have full hotels â putting the data out there in the face
of competitorsâ data allows for differentiation
âą Data is detailed and rich â can be segmented and parsed out depending on
how niche the affiliate/audience is, extending reach and customer satisfaction
âą Affiliate relationships increase customer loyalty â only IHG allows loyalty
members to get rewards club points by booking through an IHG affiliate
24. 24
Build vs. Buy: Why API Management?
ïŒ Best-of-breed technology to manage APIs across brands from a single
control center
ïŒ Speed to market
ïŒ Industry and market research-driven guidance by Strategy Services
ïŒ Comprehensive developer portal and best practices on marketing
ïŒ Allows IHG to focus on its core competency and enhance its best-in-class
digital marketing program
25. 25
Leveraging Strategy Services
âą IHG chose Strategy Servicesâ Go-to-Market
Package to lay the foundation for optimizing the
RoomService platform
âą Engagement included:
âą Gap analysis in current and potential partners
âą API and app landscape review
âą Portal pre-launch
âą API roadmap â an actionable plan including
platform rollout and recommendations
27. Executing a Robust Affiliate API Program
Dynamic Developer
Portal
âą Three portal versions with unique experiences based
on affiliate/partner type, determined by user login
(affiliate, direct media, display media)
âą 5 content rich APIs
âą Real-time content includes info on individual hotels,
thumbnail images, descriptions, amenities, rates,
availability, etc.
âą Booking through RoomService lets customers continue
to accrue rewards club points, which is a differentiator
from OTA competitors
28. 28
APIs Benefit Partners, IHG, + Customers Alike
RoomService
API Program
IHG provides real-time data on hotel rates,
bookings, amenities, images, and more.
Partner Partners sign up for a key and IHG pays them to
promote IHG properties.
Customers
Customers across the globe book stays at IHG
properties that satisfy their unique preferences
and receive IHG rewards club points.
IHG IHG expands its reach globally to new and existing
customers.
29. 29
Results of API Program
Less than 1 day to
onboard
new partners
down from 1 quarter
37% increase in average
order value
through RoomService
Nearly 100 partners
up from fewer than
10 pre-API program
27% revenue increase YoY
from the API program
32. 32
Roadmap Going Forward
Thanks to a well-managed API program, in the near
future IHG can easily:
ïŒ Increase the scope of API usage to broader
partners, internally and externally
ïŒ Get more creative with data
ïŒ Add additional tracking for Chinese and Japanese
affiliate networks â expand further internationally
ïŒ Become more strategic with retargeting efforts with
data
33. Poll no. 4
What are the biggest challenges to API
connectivity for a business?
34. 34
Wrap-Up
âą As consumers and businesses begin to adopt digital practices, IHG sought
an agile way to expand its reach and increase partner relationships
âą IHG launched a robust partner API program to dramatically decrease the
time it takes to onboard partners and to scale
âą The company leverages API management for a central point of control and
dynamic one-stop-shop that targets multiple partner types
âą In less than one year, bookings and revenue have increased and customer
loyalty has grown through the API programâs unique features
35. Intel Services
35
Experienced:
Silicon to Software
Complete:
End to End
Transformative:
Old to New
Building on our history of hardware
innovation, weâre now creating the
software platforms that connect the
âInternet of Things.â
Your time to value accelerates with
an end-to-end approach that
integrates security throughoutâfrom
defining the right strategy to
managing your API programs to
connecting all of your devices and
data.
We deliver innovative ways to bring
legacy SOA-based services and
modern APIs together with the IntelÂź
Masheryâą portfolio of products.
36. With Intel Services, You Get:
36
FASTER APP
DEVELOPMENT AND
PARTNER GROWTH
BETTER, MORE
SECURE API
PERFORMANCE
DATA-POWERED
INSIGHTS
37. Intel Services has successfully enabled more than 200
businesses with software services, and counting
Âź
Your Car. Your Data. Your API.
38. Join Us at BAPI NY + London this October
BAPI NY | Oct. 8
Jazz at Lincoln Centerâs
Frederick P. Rose Hall
BAPI London | Oct. 29
Altitude 360
apiconference.com
39. 39
Thank You
IHG
Ryan Hudgins
ryan.hudgins@ihg.com
Intel Services
Rob Zazueta | @rzazueta
rob.zazueta@intel.com
communications@mashery.com | @mashery
41. Risk Factors
The above statements and any others in this document that refer to plans and expectations for the first quarter, the year and the future are forward-looking statements
that involve a number of risks and uncertainties. Words such as âanticipates,â âexpects,â âintends,â âplans,â âbelieves,â âseeks,â âestimates,â âmay,â âwill,â âshouldâ and
their variations identify forward-looking statements. Statements that refer to or are based on projections, uncertain events or assumptions also identify forward-looking
statements. Many factors could affect Intelâs actual results, and variances from Intelâs current expectations regarding such factors could cause actual results to differ
materially from those expressed in these forward-looking statements. Intel presently considers the following to be the important factors that could cause actual results to
differ materially from the companyâs expectations. Demand could be different from Intel's expectations due to factors including changes in business and economic
conditions; customer acceptance of Intelâs and competitorsâ products; supply constraints and other disruptions affecting customers; changes in customer order patterns
including order cancellations; and changes in the level of inventory at customers. Uncertainty in global economic and financi al conditions poses a risk that consumers
and businesses may defer purchases in response to negative financial events, which could negatively affect product demand and other related matters. Intel operates
in intensely competitive industries that are characterized by a high percentage of costs that are fixed or difficult to reduce in the short term and product demand that is
highly variable and difficult to forecast. Revenue and the gross margin percentage are affected by the timing of Intel product introductions and the demand for and
market acceptance of Intel's products; actions taken by Intel's competitors, including product offerings and introductions, marketing programs and pricing pressures and
Intelâs response to such actions; and Intelâs ability to respond quickly to technological developments and to incorporate new features into its products. The gross margin
percentage could vary significantly from expectations based on capacity utilization; variations in inventory valuation, including variations related to the timing of
qualifying products for sale; changes in revenue levels; segment product mix; the timing and execution of the manufacturing ramp and associated costs; start-up costs;
excess or obsolete inventory; changes in unit costs; defects or disruptions in the supply of materials or resources; product manufacturing quality/yields; and
impairments of long-lived assets, including manufacturing, assembly/test and intangible assets. Intel's results could be affected by adverse economic, social, political
and physical/infrastructure conditions in countries where Intel, its customers or its suppliers operate, including military conflict and other security risks, natural disasters,
infrastructure disruptions, health concerns and fluctuations in currency exchange rates. Expenses, particularly certain marketing and compensation expenses, as well
as restructuring and asset impairment charges, vary depending on the level of demand for Intel's products and the level of revenue and profits. Intelâs results could be
affected by the timing of closing of acquisitions and divestitures. Intel's results could be affected by adverse effects associated with product defects and errata
(deviations from published specifications), and by litigation or regulatory matters involving intellectual property, stockholder, consumer, antitrust, disclosure and other
issues, such as the litigation and regulatory matters described in Intel's SEC reports. An unfavorable ruling could include monetary damages or an injunction prohibiting
Intel from manufacturing or selling one or more products, precluding particular business practices, impacting Intelâs ability to design its products, or requiring other
remedies such as compulsory licensing of intellectual property. A detailed discussion of these and other factors that could affect Intelâs results is included in Intelâs SEC
filings, including the companyâs most recent reports on Form 10-Q, Form 10-K and earnings release.
Rev. 2/20/14