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The web’s putting “heads in beds”

The web’s putting “heads in beds”. Tran Hang Travel Industry Development, The Americas May 8, 2008. Online drives 90% of hotel bookings. 2. Capture Existing Demand. Drive New Demand. Get Smarter About your Customers. Tools for capturing demand. Paid search results.

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The web’s putting “heads in beds”

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  1. The web’s putting “heads in beds” Tran Hang Travel Industry Development, The Americas May 8, 2008

  2. Online drives 90% of hotel bookings 2

  3. Capture Existing Demand Drive New Demand Get Smarter About your Customers

  4. Tools for capturing demand Paid search results Local business results Organic results Google Confidential and Proprietary 4

  5. Local search critical to purchase consideration • Property Address Google Confidential and Proprietary 5

  6. Local search critical to purchase consideration • Property Address • Property Details • Photos & Videos • Reviews • Activities/Attractions Google Confidential and Proprietary 6

  7. Capture Existing Demand Drive New Demand Get Smarter About your Customers

  8. All Other Sites76% MySpace9% Yahoo7% MSN4% AOL4% The web is highly fragmented Content pages are 95% of US page views Source: AdRelevance Q2’08; comScore Media Metrix, August 2008.

  9. Connect travelers, marketers, and publishers Travelers Publishers Marketers

  10. Condé Nast Portfolio Distributed 10

  11. Distributed to Audiences Across the Web Placed on relevant sites aimed at core demographics: Affluent Travelers and Business Decision Makers

  12. Capture Existing Demand Drive New Demand Get Smarter About your Customers

  13. A New Consumer Mindset [coupon] [discount] [percent off] [free shipping]

  14. The Web Evolution Information & Communication Commerce Community Self Expression & Entertainment 3.0 2.0 1.0 1994 1998 2000 2003 2006 2009 Global Internet Users 77M 400M 500M 1000M 1400M

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