Turning Travelers into Benefactors

1. US:
David Andreone,
david@rooomr.com
310.951.8713
or
Alex Carlton,
alex@rooomr.com
310.717.4195
UK:
Benjamin Hay
benjamin@rooomr.com

2. General Introduction
When technology and social dynamics align perfectly,
there are huge growth opportunities with new and emerging audiences
Global Market Social Good Millennial Travelers
_________________ _________________ _________________
• In 2011, there were over 983 million • The notion that for profit enterprises
international tourist arrivals worldwide, up
• Travel spending by Millennials rose 20%
could be anything besides for profit is an in 2010, making them the fastest growing
4.6% from 2010 exciting new reality on the American age segment for travel.
• The global leisure travel market was corporate landscape, with such success
worth $2 trillion in 2012 stories as TOMS, Warby Parker and • Millennials control $400 billion a year and
Charity:Water are poised to become the most powerful
• In 2009, American online travel revenues spending group in history
were $116 billion; by 2012 revenues • While doing good can clearly build brand
exceed $160 billion loyalty, doing good is, more importantly, a • 60% of Millennials travel for leisure, as
moral imperative in the coming years opposed to 40% of older generations
• There are 3,000,000 rooms booked per
night in the US alone

3. Introducing Rooomr
Rooomr is a hotel booking site targeting Millennial travelers,
set against a robust one-for-one philanthropic model
Hotel Curation Social Good Millennial Target
_________________ _________________ _________________
• Rooomr features 2,500+ hotels around • Book A Room Give A Room, our • Rooomr’s primary target are urban-
the world, searchable by destination, philanthropic initiative, means that for dwelling Millennials in their 20s and 30s.
hotel name or cultural event every room booked, Rooomr makes a This audience is addicted to travel,
corresponding one-for-one donation music, culture, and has an almost innate
• Rooomr turns typical curation upside toward at-risk and homeless youth sense to respond to the world’s most
down, looking at such atypical criteria as vexing social problems
neighborhood vibe (Williamsburg, • Rooomr has an exclusive partnership
Downtown Los Angeles, Shoreditch, with Virgin Unite who steward donations • Rooomr’s secondary target are socially
etc.), design aesthetic, tech offerings to their initiative targeting homeless conscious travelers, regardless of age
(free wifi, Apple TV, etc.), clientele profile, youth, The RE*Generation
proximity to restaurants and boutiques,
and the best hotels to frequent during
events like Coachella, Art Basel and New
York Fashion Week

4. The Problem
There are only two categories of hotel booking sites,
neither of which provide significant appeal to Millennials
Sites for the Masses Sites for the Rich
___________________________ ______________________________
• Sites for the masses like Orbitz and Travelocity, apply a generic ‘one • Sites for high net worth individuals (Tablet, Gilt, Jetsetter) are out of
size fits all’ approach to their users, an approach that most Millennials reach for most Millennials, making them aspirational at best
find unattractive
• Like the large OTAs, many of these high end sites also target chains --
• The large online travel agencies (OTAs) are discount driven, and Peninsula, Four Seasons, Ritz-Carlton -- brands that typically lack
largely dominated by chains -- Hilton, Marriott, Intercontinental significant appeal from Millennials
• The large OTAs are grossly ineffective in attracting and driving the very • The majority of properties represented on these sites fail to truly embody
guests that non-chain hoteliers want to attract most: brand-loyal the culture and flavor of their often exotic locales. Millennials seek out
Millennials authentic experiences, and would generally not consider staying at the
majority of hotels on these sites

5. The Solution
Rooomr will own the Millennial travel space by offering curated hotels, tailored
lifestyle editorial and a business model that drives true social change
Online Travel Profit & Purpose Millennial Travelers
_________________ _________________ _________________
• The global leisure travel market was • By 83%, Millennials overwhelmingly • While our market is global, the initial
prefer brands that have robust social focus is on the USA, which alone has 95
worth $2 trillion in 2012
good initiatives over those that don’t million Millennials aged 19-35
• USA has experienced growth in online
travel: 2009 revenues were $116 billion, • In the travel space, Rooomr is first to • Of those 95 million US-based millennials,
market with a model that is driven largely Rooomr will hyper-target our initial
by 2012 revenues exceed $160 billion
by social good message to Los Angeles, San Francisco
• Second largest category of online travel and New York
purchases is hotel bookings • Rooomr is the only online travel agent
(OTA) with a robust social good • 60% of North American Millennials travel
• USA has 4.8 million hotel rooms, and an component central to their core. for leisure, as opposed to 40% of older
annual occupancy rate of 62% per generations
annum. This translates to 3,000,000 • By partnering with Richard Branson’s
Virgin Unite, Rooomr is aligned with a • 93% of Millennials are avid Internet users
rooms booked per night
highly influential global brand, as well as (compared to 88% of adults aged 36-54)
a transparent and progressive player in
the non-profit space

6. Our Team
In addition to having proven entrepreneurial experience with deep social
enterprise knowledge, we have a track record of creating viable brands
of interest to global youth culture. This is an essential competitive edge
David Andreone
_________________ Alex Carlton
_________________ Benjamin Hay
_________________
Co-Founder & CEO Co-Founder & CMO Managing Director (UK)
• Nearly 15 years experience creating • Founder of Funkin, the 100% natural • A barrister with 8 years litigation
content for, and marketing to, youth global a brand leader, found in more than experience and a background in strategy
markets, via running Artist & Repertoire twenty countries globally consulting
(A&R) departments at Warner/Chappell
Music, Columbia Records and MySpace
• Funkin has achieved on average 30% • An On Purpose Associate, a leadership
annual growth, and was a major program for social enterprise leaders
• Diverse artist signings resulting in sales contributor to the explosion of cocktail
exceeding 25 millions units worldwide culture across Europe and the UK • Deep knowledge of the social enterprise
market developed by a secondment at
• Deep relationships across the music • Alex’s strengths lie in his relationships Big Society Capital
space, particularly with artists, promoters, across North America and Europe, as
agents and managers well as in brand development, sales • A native of London, graduate of
channel management, marketing and Cambridge University and favorite far
• A native of San Diego, based in Los innovation flung destinations include the Atacama
Angeles, graduate of Pepperdine Desert and the peak of Kilimanjaro
University and favorite cities include New • A native of London, based in Los
York and Havana A n g e l e s , a c l a s s i c e n t r e p r e n e u r,
his favorite destinations include the Alps,
Cape Town and Ibiza

7. Business Model
A simple model that generates revenues with each booking,
and a sustainable model that ensures both viability and longterm social good
For Profit For Purpose
______________________________ ______________________________
• The Rooomr business model is simple: with each booking, we derive a • Our exclusive partnership with Virgin brings seemingly unlimited
commission of approximately 10%. Bookings average $500 each, opportunities for promotional tie-ins with their various entities, including
making our gross revenue per booking approximately $45-50 dollars Virgin Mobile, Virgin America and Virgin Hotels
• For the short run, transactions are powered by white-labeled integration • Rooomr takes the typical “double bottom line” model a step further,
with Expedia’s API, providing competitive price parity, scalability, and donating 5% of its gross revenues derived from hotel commissions to
avoiding exorbitant ‘start-up’ tech investment Virgin Unite’s The RE*Generation. By donating from gross revenue
rather than net profit, Rooomr ensures a ‘one for one’ model - every
• Other sources of revenue will include festival and event ticket booking made results in a donation
commissions, brand sponsorship and advertising
• Rooomr guarantees lowest price, and never passes the expense of the
donation on to our customers

8. Scaling The Model
Three Year Projection

9. Marketing Approach
When values are shared (travel, arts/music, social good),
Millennials are intensely brand loyal
Digital Traditional Partnerships &
___________
Channels ___________
Channels ___________
Referrals
• Social, social social! Fully engage our • Public relations targeting travel, music, • Virgin Tie-Ins: take full advantage of
audience on Twitter and Facebook (as arts and culture and sustainability promotional opportunities that potentially
well as Pinterest and Instagram) communities exist with Virgin brands (including high
profile exposure via FreeFest, their social
• Presence on relevant sites like Dwell, • Experiential marketing at art, music and networks, etc.)
Vice, Filter, Wallpaper, Nylon, KCRW, lifestyle events including events like
Origin Magazine, SpyOnVegas, etc. Coachella, Art Basel and SXSW • Music Festivals: Placement of Rooomr
links on music festival promoter sites
• Aggressive SEO and SEM • Highly selective traditional alignments (“Click here for available hotels near this
with the likes of KCRW, Filter Magazine festival”). Ex: Insomniac, Lollapalooza,
and Origin Magazine LiveNation, etc.
• Hotel Groups: position Rooomr alongside
appropriate hotel groups (Morgans, Ace,
Kimpton, etc.) -- brands that Millennials
already gravitate toward

10. What’s Next
Mobile and Millennials go hand-in-hand, especially when it comes to travel.
This, and enhancing social integration, are imperative product iterations
Consumer Experience Transaction Engine Going Global
____________ ____________ ____________
• Optimizing on mobile and tablets, • Leaving the Expedia API for a direct • Having established Rooomr in the USA,
including development of an app handshake relationship with our hotel expand into foreign markets to include
partners. This will result in significantly
• Enhancing social interaction among UK, EU, Brazil, Asia and Middle East
greater commissions, as well as
users is crucial, to include check-in and increased pricing flexibility • Significant opportunities for growth exist
“charitable brag”, as well in Europe and Asia-Pacific
• Direct transactions will allow enhanced
• Peer Property Reviews: Millennials want c u s t o m e r o ff e r i n g s i n c l u d i n g t h e • Asia-Pacific is the fastest growing travel
to read hotel reviews by their peers, not packaging of trips (and ticket bundles) market, predicted to exceed $350 million
agenda-laden reviews by strangers with arts, music and cultural festivals in 2013, with online bookings comprising
• Certified Rooomr Sustainable, a around the world 25% of the market
certification Rooomr rewards to those
hotels that meet truly sustainable
business operating standards

11. Our Advisors
Strategically selected advisors from the hotel and leisure industry,
branding and marketing, music and entertainment, and social enterprise
Nichol Carlson
Tracy Gray
Nichol hails from the music business. As VP of Marketing and Artist
Tracy is the Senior Advisor for International Business and Marketing for
Development at Sony Music, she was able to marry her knack for
Los Angeles mayor, Antonio Villaraigosa. Prior, Tracy was Managing
producing with managing talent and working with brands. Nichol
Director at Collaborative Equity Partners, a venture catalyst consulting
currently consults Supajam, a UK based youth-centric network, and
firm focused on increasing access to capital for women and minority
charitybuzz, a company that aligns nonprofits with international brands
entrepreneurs. Tracy is on various boards of directors and advisory
and celebrity icons to raise millions for causes around the world.
boards, and holds dual MBAs from Columbia University and University
of California, Berkeley, specializing in venture capital, international
Scott Crane
business and corporate social responsibility.
Scott is the CEO of Up In Arms, where he orchestrates high-level
strategic partnerships pairing global brands, major media outlets, and
Chris McClure
marquis talent (Stoli, vitaminwater, John Varvatos, Jaguar, Reebok, GQ,
Chris began his career developing artists for labels and publishers, then
SXSW, Coachella, Art Basel, Winter Music Conference, Sundance Film
as a manager for Irving Azoff's Front Line Management. At Front Line,
Festival, NY Fashion Week, etc.).
Chris worked alongside a roster of 250+ artists through album cycles,
touring cycles, and corporate sponsorship campaigns, with a strong
Susan Cronin
focus on leveraging social media to galvanize audiences for a direct-to-
A native of Marin County, Susan spent nearly twenty years in hospitality
fan/consumer experience. Currently, Chris is founder of Transmedia
operations, having held executive positions in iconic brand families such
Creatives, and has worked with such brands as Variety, Microsoft,
as Kempinski Hotels + Resorts, Ritz Carlton, RTR, Future Bars SF and
Samsung and Virgin Mobile.
Dominus Estate/ets/JP Moueix. Educated at both UC Berkeley and The
French Culinary Institute, Susan is a certified Sommelier.
Greg Peck
Greg has been a successful real estate and hotel entrepreneur for many
Chris Douridas
years. He is the owner of Crescent Hotel Group, based in Beverly Hills.
Chris is a popular DJ and musical tastemaker at the influential Santa
Greg was also an owner and developer of the Cooper Union Square, a
Monica-based radio station, KCRW. He is also a music supervisor,
luxury independent hotel in Downtown Manhattan (which he
filmmaker, actor, television presenter, and a three time Grammy-
subsequently sold to Andre Balazs to be the new Lower East Side
nominated producer of soundtracks and music videos. Chris also
Standard Hotel). Greg earned his degree in Mathematics and
worked at Dreamworks Records, Apple and AOL.
Economics from Columbia University, New York.