Training and Application Overview Customer Support: 1-888-890-4508 support@nsightfortravel

1. Training and Application Overview Customer Support: 1-888-890-4508 support@nsightfortravel.com Version 1.7

2. Agenda • Product overview • Logging in • Navigation basics • Filter Bar • Search Date • Travel Date • GO Button • Filters • Module Overview • Main Dashboard Module • Demand Module • Conversion Module • Opportunity Index Module • Source Profile Module • Administrative Functionality • Printing • Downloading Graphics • Exporting Charts • Emailing Charts and Graphs • Best Practices • Support resources • Appendix • Glossary • Personas

3. If you could see who’s shopping online for leisure travel into your destination right now, what would you do differently?

4. DATA IS KING... IS POWER • Each day, nSight aggregates over 80 million searches made by travelers “shopping” for lodging in destinations around the world • Pulled from over 5,000 Booking Websites (including data from every major OTA) • Our business is showing you the consumer demand for your market…right now.

5. Exclusively Provides visibility to decision making consumers Consumer Tourism – The Travel Funnel Travel Purchase Decision: Searching (1 & 2) Shopping w/ intent (3&4) Booking (5) Stay (6) nSight Data provides view consumer Travel Shopping and Booking behavior

6. nsight can answer

7. What’s in the data? • Consumer/Leisure Segment Tourism and Unmanaged Business Travel • Hotel and Lodging Data ONLY • Travelers “shopping” for at least a one night stay (no day trip) • Consumer demand by source market destination and persona • Domestic US and International data sets • Data sets are pulled from travelers who are shopping for hotel room nights through 3rd Party Websites. • In Hotel Revenue Management this is referred to as 3rd Party Online Channel Data • Customers “Billboard” 3rd Party channels to price check and often book around giving “Demand” data sets a comprehensive view of total demand across all booking channels

8. Where does the data come from? • Over 5,000 3rd Party Online Booking Websites • Online 3rd Party Travel buying covers 4 sub categories - • OTA • Tour Operators – bookings on website • Travel websites • Non-Traditional Distribution – i.e. airline or car rental websites where you can book a hotel • No “direct” or brand.com data sets, i.e. Hilton, Marriott, etc… • As a booking channel, 3rd Party accounts for ~40-50% of Total Online Revenue for the US Hotel industry

9. Largest database of search and travel bookings in the world – leveraging over 30 Billion searches (demand data) and transactions (conversion data) from over 5,000 consumer websites worldwide. • Proprietary sources of data comes from leading travel wholesalers and aggregators of third-party cookie data in travel. • Each day, nSight aggregates over 80 million searches by travelers searching for lodging in destinations around the world. nSight application – The Data

10. Personas • Personas – nSight offers 10 demographic profiles of common traveler types grouped by demographic and psychographic characteristics • Every data view of search, demand and conversion behavior is tracked to persona-level data, in real-time. • Provides an extremely textual and nuanced view of consumer trends and behavior

11. Login Page Website: http://nSightforTravel.com Click through the “Login” button in the top right corner of our website. This will take you to the main login page at: Analytics.nsightfortravel.com Don’t Forget to bookmark this page! Input your Username and Password in the fields provided. Usernames must be appointed by the account holder and set up by nSight Support. If you do not have a username and password, please contact support@nsightfortravel.com

12. Navigation Basics 1 This is the main dashboard. From here you can make changes to your filter parameters and select the data module in which you wish to work. Here are the main navigation areas of the application. Logout Button Main Filter Bar Module Tabs 2 3

13. Main Filter Bar 1 5 4 2 3 • Date Filter: • Select the date range you wish to filter by clicking on the calendar • Personas: • Filter by persona and click on the bubbles to activate or turnoff. Persona details in appendix. The Main Filter Bar contains five main components: Date Filter Subscriber account Default Compare (comp set) Personas GO Button • Subscriber Account: • Your Market • GO Button: • The GO button populates the data according to the filters you selected. If it is bright green, the filter settings are different than the data shown. Click GO! • Default Compare: • Select the comp set data that populates comparison information in modules

14. Main Filter Bar (cont’d) 3 5 2 1 4 • 3) Date Grouping: • Select how you wish to see the data grouped by time period. The data for the time period selected can be displayed by Day, Week, Month, Quarter or as an Annual view – applicable to chart views • 4) Source Selector: • Select which source (i.e. traveler origin) markets to include – View “All”, “US“ (Domestic US-Only), or “International” (Non-US) • 1) Search Date: • Search Date shows the data by “Date Searched”, that is the date that a traveler made a search that was collected by nSight. • 2) Travel Date: • Travel Date displays data based on the date range a traveler made a search for, i.e. for a trip on a specific date • 5) Load/Save Filters • Save or Load selections from the main filter bar to quickly apply a filtered view to data. (Ex. Only International Personas 25-35)

15. Dashboard Module The Main Dashboard Module is made up of Seven primary areas: 1 Share of Search - Demand: Your share of total online searches you are receiving relative to the competitor selected in your default compare. 2 3 Top Personas - Demand: Ranked personas by total volume Top Source Locations - Demand: Ranked top source markets by total volume of search demand 4 Share of Search - Conversion: Your share of total online 3rd party bookings you are receiving relative to your default compare. Top Personas - Conversion: Ranked personas by total volume 5 6 Top Source Locations - Conversion: Ranked top source markets by total volume of booking demand on 3rd Party Online

16. Dashboard Module (cont’d) Search and Conversion Trending: Relationship between your Share of Search and Share of Conversion as a trending view against the competitor that is selecting in the main navigation bar 1

17. DEMAND module 1 2 The Demand Module is made up of seven primary areas to evaluate search demand activity: Market Tabs (and Comparison Tab) Demand Views Demand Overview Chart Change In Index Average Lead Time Search to Stay Distribution Search to Stay Trend 3 Market Tabs Allows you to switch demand views between your market and the markets in your comp sets. The final tab is the direct compare between your subscriber market and the default compare market populated in the Main Filter Bar. 4 6 5 7

18. DEMAND module (cont’d) 1 2 Views Allows you to switch between 3 Views of Data – Overview provides All Sources/All Personas, Location shows demand data by Source market, and Persona shows demand trends by specific persona 3 Demand Overview Chart Green lines show the daily demand index for the period selected. The black line is an average for the demand index in the date range selected one month ago. The pink lines are a 4-week, week-over-week average trend line. 4 Change In Index Change-in-demand over a 30-day period over period. 6 5 7

19. DEMAND module (cont’d 2) 1 2 Average Lead Time By mapping IP addresses together, we are able to show the average period of time that a traveler searches before making a booking and the time period that they book before completing a stay. The graph is built on 3 months of data. 3 Search to Stay Distribution Every search is for a number of days in the future (or past depending on the view). This provides the statistical distribution over time for average search-to-stay. 4 Search to Stay Trend Daily (or grouped) averages of the Search to stay data. i.e. How far out on average were travelers searching for a particular holiday or event. 6 5 7

20. Conversion module 1 2 The Conversion Module is made up of five primary areas to evaluate search conversion activity. Conversion data is from customer who have completed a purchase: Market Tabs (and Comparison Tab) Conversion Views Conversion Overview Chart Change In Index (Conversion) Length of Stay 3 Market Tabs Allows you to switch conversion views between your market and the markets in your comp sets. Final tab is the direct compare between your subscriber market and the default compare market populated in the Main Filter Bar. 4 5

21. Conversion module 1 2 Views Allow you to switch overview, location and persona views of the conversion data. Location is a clickable heat map and persona offers demographic specific trends for the markets selected. 3 Conversion Overview Chart Green lines are daily conversion index for the period selected. The black line is an average for the conversion index in the date range selected one month ago. The pink lines are a 4-week, week-over-week average trend line. Change In Index Change-in-conversion between time periods noted 4 5 Length of Stay Distribution of Length of Stays for bookings during timeframe

22. Opportunity index Module Opportunity Index: The Opportunity Index is a ranked list of markets sorted by Region, State, or MSAfor markets where you have the best opportunity to gain market share from your competitor (as selected in your default compare). This is created by identifying the markets where you have a high booking rate (conversion rate) but low share of search (awareness) versus your competitor. By increasing awareness and maintaining your conversion rate from these markets, you should be able to grow market share in these target markets relative to your competitor. Applications: Long tail keyword buying. Geo-Targeted Social Media buys. Low-cost long tail awareness initiatives.

23. Source Profiles Module 1 NOTE: The Source Profile Module allows you to view location specific information by clicking into the map. Click into the map to view the source profile location data you want. The Conversion Module is made up of seven primary areas across two views: Dropdown box Clickable Map Demand by Persona Conversion by Persona Demand by Region Search to Stay Lead Time Search to Stay Distribution 2 3 4 5 Dropdown Box – Select Region Choose your regional view for the clickable map Clickable Source Profiles Map Click on the map to get source profile specific information down to the MSA level 6 7

24. Source Profiles Module (cont’d) 1 Source Profile Sub View Demand by Persona The composition of traveler demographics by market. 2 Conversion by Persona Conversion volume of the region by Persona Demand by Region Demand by region for the selected regions travelers 3 4 5 Search to Stay Lead time Average Search to Stay Lead time for the selected region Search to Stay Distribution Search to Stay Distribution for the selected region 6 7

25. Best Practices and Tips • Don’t forget to click the GO Button! • Use the Opportunity Index to define market opportunities to explore, then use the Source Profile Module to evaluate the markets at a greater level of detail. • All data populated is for the dates specified in the search parameters. Counterintuitive data results are often the result of “mini” trends in the data. • The date field corresponds to the date travelers SEARCHED for a trip, directly correlating to Demand data. • The Conversion data doesn’t populate until a traveler actually completes their stay. This creates a data lag between the search (demand) and completed (conversion) data sets for data ranges that are within the search-to-stay time window. The conversion trends are provided to be able to forecast through the data so that users can evaluate predictive data sets. • You can turn off personas that you filter to give some very specific and unique views in the Demand and Conversion Modules for Demand and Conversion, by persona, by market. • In the Demand and Conversion Modules, you can use the location view to see location-specific data for all of your competitor markets. This shows you how traveler behavior can differ between markets.

26. Administrative functionality • Printing • Every module has a print icon in the top right corner of the module. Click on the icon and follow the prompts to print to your network printer. • Downloading Graphics • Users can save images and charts by taking a screen shot of the image or chart they are viewing. Short cut keys are: • On a Mac:Screenshot - Full:   Command - Option - 3Screenshot – Selection: Command - Option Key – 4 • On a PC:Screenshot – Full: Print Screen KeyScreenshot - Window: Alt - Print ScreenScreenshot - Selection: • In Windows Vista - Use the Snipping Tool • Depending on the method you select, the file will be saved to a designated disk, desktop, folder or your clipboard at which point it can be used for your purpose.  • Exporting and Emailing Charts and Graphs • Print to PDF - Click on the Print Icon in the Module in which you are working. There are 2 options to save to a PDF. • Option 1 - In the Printer Destination field, click on “Change destination” and select “Save as PDF”. Select the folder or drive to which you want the file saved. • Option 2 – Click on the link at the bottom of the screen that gives the option to “Preview as PDF”. Once the Preview is opened, you have the option to “Save as” from the “File” Menu to a location you specify. • Once you have saved the PDF of the chart or graph, simply attach it to an email to send.

27. Support • nSight Knowledge Center – FAQ Database • Support.nsightfortravel.com • Customer Service Email • support@nsightfortravel.com • Customer Service Phone Line • Toll Free 1-888-890-4508 • Main Line 1-615-866-0850 • For support press “2” • Customer Service Billing Inquiries • Toll Free 1-888-890-4508 • Press “1” • nSight Customer Support is open to help you during normal business hours from 9:00 AM – 5:00 PM CST Monday through Friday • Site Maintenance – • nSight will be down for site maintenance between 10:00 PM and 12:00 AM CST every Sunday

28. Thank You. www.nsightfortravel.com events@nsightfortravel.com

29. Appendix: Glossary Account - Your client account as provided by your contract with nSight. You account gives you access to data views and comp sets based on personas and markets.  Application - The nSight Application is a Software-as-a-Service (SaaS) application where users can use their login to filter, view and manipulate travel intent data.  Brand - A Brand is a company. Within the realm of data, this pertains to individually identifiable corporate customer information. nSight does not make available out ANY proprietary data set to competitors through the nSight application. Brand data sets are aggregated through market views and combined with other data sets to avoid conflict of interest.  Comp set - The comp set available to your account is provided under your contract with nSight. Comp sets are defined by market and do not identify individual brand performance. Additional markets can be upgraded to your available account. Please contact your sales representative for more information.  Conversion - The Conversion Module provides performance information on search data that has been converted into a stay in a market. Conversion Data is available by location, comparison, overview and Persona.     

30. Appendix: Glossary (cont’d) Data - The nSight Application sources over 25 billion searches from leading travel wholesalers and aggregators and data management companies, includes transactions from over 5,000 consumer travel websites and applies personal level data from 100’s of millions of consumer insights on demographics, behavior and travel intent from the advertising technology sector. All in a single platform to help you manage, market and profit smarter.  Default Compare - The direct comp set or comparison market that populates for comparison data through the modules. The options for "Default Compare" are paid additions to a user's comp set.  Destination Market - Your market(s) as assigned by your account contract. This refers to the traveler's Destination Market as opposed to the traveler's Source Market.    Humanizing Travel Intelligence - Our goal is to help you improve your business with insights created by Humanizing Travel Intelligence. "Business intelligence" in travel relies on understanding search and booking patterns to optimize revenue management and marketing decisions. We combine search and conversion with persona type advertising data to inform spend and buy decisions in the search-to-book funnel between cities, locations, states, regions and countries.    Lead Time - The combined search-to-book and book-to-stay metric for a hotel booking. 

31. Appendix: Glossary (cont’d) Main Filter Bar - The Main Filter Bar appears in every module page. It allows the user to set the Date parameters, Default Comparison Market, and Personas. The green "Go" button repopulates the results for each module.  Market - A market is a Metro Statistical Area or MSA. These are available for use in the Default Comparison, as a customer's core market, or to look at on individual basis in the Source Profile Module.   Module - There are 4 modules available to nSight customers: Dashboard, Demand, Conversion, and Source Profiles. Please visit each of the FAQ pages for individual Modules for more information on the capabilities and data views for each module. MSA - Metropolitan Statistical Area Opportunity Index - Ranked list of top source markets by conversion rate vs percent of total search. High conversion + low market penetration = high opportunity for growth Personas - nSight offers 10 persona views to evaluate the search activity for each market view. Please view the persona FAQ for the full overview of each of the 10 personas. The personas help marketers and revenue managers to understand the composition of their search traffic and customer base. 

32. Appendix: Glossary (cont’d) Region - The Regional views are the Americas, Europe, Asia, Africa and Oceania Search - One of the primary data sets for nSight is online search data for customers who are searching for markets and/or brands.  Share of Search - The Share of Search shows how much of the total search behavior the subscriber captures relative to the Default Compare location.  Source Location - The location of origin for travelers who are searching for a trip, market, or destination.  Source Profiles - The Source Profile Module allows users to break out and view the persona composition and key analytics for individual MSAs, States, Regions and Countries.  Subscriber - The Account Subscriber.  User - You! If you're using the nSight Application as our client and/or have a login. You are one of our Users. Thank you for being our customer. 

33. Appendix: Personas • YOUNG FREE SPIRIT • 18-24 years old; the “Millennials” • College, Graduate School, recent grads • Extremely connected and engaged online and social media • Frequent moves, frequent travel, impulsive • 4+ trips a year, low budget • Looks for deals, travels off season, wide range of booking windows • Desired experience: culture and adventure; escape • ADVENTURE SEEKER • 25-35 years old • Moving up in their career • No family or very young family • HHI @ 100K+ • 6+ trips per year, 2-3 trips around authentic experiences • Frequently travels with other individual travelers • Active on social media, spends time and money on interests • Desired experience: Culture and adventure; motivation • SELF SEEKER • 25-35 yeas old • Multiple jobs over several years • 4+ trips a year • HHI @ $75K+ • Very active on social media • More budget minded traveler – do more with less • Likely to travel with other friends • Desired experience: Leisure and culture; inspiration • EXPERIENCE SEEKER • 36-50 years old • Professionals, established in career • Double income, no kids • HHI $200K+, high disposable income • 6+ trips per year • Immersive travel experiences • Looks at reviews, recommendations from experts and friends • Desired experience: Leisure and culture; Me time

34. Appendix: Personas (cont’d) • COUPONING FAMILY • 36-50 years old • HHI @ $125K+ • Typically multiple kids; kids tend to be younger • Mom makes decisions, loves deals • 6+ trips per year, 2 big vacations and 4 getaways; Fun break • Lots of travel centered on kid's activities • Looks for packages, “kids stay free” offers • Desired experience: Leisure and culture; family bonding • GO FOR IT FAMILY • 36-50 years old • HHI @ $200K+ • Kids are older and can engage at the parents’ level • Mom makes decisions • 7+ trips per year, 2 big vacations and 5 getaways • Lots of travel centered on activities • Unique experiences, higher end activities, creating memories matters most • Desired experience: Leisure, culture, and adventure; excitement • VISITING FAMILY RETIREE • 51-65 years old • HHI @ $80K+ • Deal will get them to travel, otherwise may stay home • 4+ trips per year, travel centers on extended family • Lots of travel centered on family activities • Frequently travels with other individual travelers • Travel during shoulder and off-peak periods • Desired Experience: Leisure; relaxation • DREAM TRIPPER • 51-65 years old • HHI @ $150K+ • Couples traveling together; sometimes with friends • Lots of planning, includes tours and package options • 8+ trips per year, 2 big vacations and 6 getaways including visiting family • Not highly engaged in social media, loyal to associations • Desired Experience: Leisure and culture; story telling

35. Appendix: Personas (cont’d) • FRUGAL BOOMER • 66+ years old • HHI @ $75K+, mostly fixed • Need good deals to travel – look for best bang for the buck • 4+ trips a year, at least 2 of which center on family • Lower internet travel usage • Long lengths of stay, shorter distances to destination • Desired Experience: Leisure; change in scenery • BUCKET LISTER • 66+ years old • HHI @ $100K+ • High percentage of income is fixed, tied to investments • 5+ trips per year with longer stay periods • Longer lead times, lots of research • 2+ trips per year tied to visiting family • Engaged in hobbies and interests • Desired Experience: Culture; breath-taking