My presentation on 5th October 2011 at IMC Helsinki event with Hotels.com on their success factors of performance-based marketing in Europe.

1. IMC Helsinki 5th Oct 2011
Timo Ronkainen Alexia Arrizabalaga
Managing Director, TD Account Manager Hotels.com EMEA

2. • TradeDoubler – why do we exist
• Expedia Inc and Hotels.com
• Hotels.com Affiliate Programme
• Hotels.com affiliate business EMEA facts & figures
• Hotels.com affiliate business Finnish facts & figures
• Key actions and initiatives for a successful programme
• Secret for a great network – advertiser partnership
• Actions and Recommendations
• Initiatives and actions to push Hotels.com to the next level
• Next Steps
• Q & A
What we will cover in the next 45mins
2

3. • Performance-based digital marketing company – established 1999
• Public company headquartered in Sweden
• 18 local offices, 130.000 publishers, 2000 advertisers & 550
professionals
• Some of our clients
Our Business
3

4. Our Business Model

5. How does it work?
5
1. Advertiser ad is displayed on a publisher site using TradeDoubler tracking
2. Customer clicks on an advertiser ad and a cookie is dropped
3. Customer completes lead/sale and the confirmation page pixel is served
4. Cookie validates the confirmation pixel
5. The publisher is awarded the lead/sale and commission
TradeDoubler
Advertiser
TD tracking
server
Advertiser

6. Where’s our future focus
6
Interest-basedGeotargeting
Retargeting MOBILE

7. Co-operation with Hotels.com
55%+
134%+
7

8. Expedia Inc
+90M visitors a month
+30M travel opinions on TripAdvisor
+$21B annual gross bookings
+5M cars rented
+5M activities sold
+60M roomnights booked
+25M air tickets
+35M calls with customers
What does it mean for our partners?
Financially stable partner - steady and
reliable cash flow
Enviable product inventory will give
YOUR customers a great choice,
improve conversion and encourage
repeat visits
Largest talent pool of experience and
expertise to ensure you have all the
support you need
TripAdvisor reviews influence where
travel shoppers book their trips

9. Expedia Inc – 4 major consumer brands
• Broadest product offering of
any travel site
• Broad customer mix:
multiple segments
• Largest number of visitors
per month and highest
brand recognition of any
online travel site
• 19 global points of sale; #1
or #2 in main geographic
markets fully served
• Third largest ecommerce
site in the world - second
only to Amazon & eBay
• The hotel experts, for
everyone from the browser
to the power booker
• Broad customer base, with
heavy mix of drive-to
customers
• Large number of offline
sales via skilled telesales reps
with destination expertise
• 30+ global points
of sale
• Focused on discount
shoppers
• Well suited for customers
with schedule flexibility
• The largest site for unbiased
reviews of hotels, resorts
and vacations
• #3 worldwide travel website
in the world – 36M unique
visitors/month across its
brands
• Over 35M unbiased reviews
and opinions updated
every minute, everyday by
real travelers

10. 20092008200720062004200320021991
UK
US
Poland
Russia
Middle East
Thailand
Malaysia
Ukraine
Slovakia
Croatia
Estonia
Latvia
Lithuania
Turkey
Czech
Republic
Greece
Hungary
Iceland
Argentina
Chile
Israel
Venezuela
Taiwan
South Africa
Singapore
Portugal
Philippines
New Zealand
Mexico
Korea
Japan
Hong Kong
Brazil
Central America
China
Colombia
Switzerland
Sweden
Spain
Norway
Netherlands
Italy
Ireland
Germany
France
Finland
Australia
Austria
Belgium
Denmark
2011
Vietnam
Indonesia
Canada
2005
Hotels.com – Expanding footprint in 60+ countries

11. 11
Hotels.com Affiliate
Programme

12. Destination
specific help sort
through the
options
Deals sites push
hotel promos to
new users
Email Affiliates
extend our
database
Employee benefit
sites:
B2B targeting
Meta and
mapping
pre-qualify users
The Affiliate Value Proposition
Performance:
Low Risk CPA Channel with lots of
tools available to promote
Hotels.com
Tactical:
Opportunity to promote specific
regions & hotels, specific
promotions through niche players
Reach:
Our seasonal promotions with high impact
deals (48h sale, Autumn Sale). In 2010 we
recorded
4,024,341 UVs and an average conversion
rate of 3% in EMEA
•Affiliates & partners provide the opportunity to increase our shop
window to expose breadth of product

13. Hotels.com Affiliate Programme EMEA
RevenueGenerateinUS$
Hotels.com EMEA - GBV in US$
2011
2010
2009
Month to Date Year to Date
Jan - Aug 2010 2011 113% p

14. 14
Hotels.com Affiliate Programme
Month to Date Year to Date
Jan - Sep 2010 2011 87% p
Revenue in € Hotels.com
2010 2011

15. 15
Hotels.com Affiliate Programme
KEY MILESTONES
• Prepare Xmas and January sales –
negotiations with affiliates for visibility
• January Sale and Intensive promotion
• March – Affiliate Incentive +Voucher codes
• July – Incentive and Flash Sale Promotion
Month to Date Year to Date
Jan - Sep 2010 2011 86% p
Monthly Transaction Hotels.com
2010 2011

16. The Finnish Affiliatestammi.10
helmi.10
maalis.10
huhti.10
touko.10
kesä.10
heinä.10
elo.10
syys.10
loka.10
marras.10
joulu.10
tammi.11
helmi.11
maalis.11
huhti.11
touko.11
kesä.11
heinä.11
elo.11
Recruitment focus in Finland
Publishers Generating Sales
Active Affiliates
Month to Date 2010 2011 Year to Date
Jan - Aug 2144 2828 32% p Active affiliates
Jan - Aug 199 313 57% p Sales Affiliates

17. Hotels.com in TD market share
Hotels.com Affiliate Mix
• Good mix of affiliates including content,
voucher, loyalty and price comparison sites
• 64% more affiliates generating sales in the
program – Q2 2010 vs Q2 2011
Hotels.com vs Competition on
Tradedoubler
• All competitors are well known hotels
suppliers/OTAs
• Similar affiliate commission offerings
Competitor 1
13 %
Competitor 2
19 %
Competitor 3
13 %
Hotels.com
55 %
Market share Q2 2011

18. 18
Hotels.com New Tools and
Initiatives

19. Hosting Affiliate tools & feeds: Our new merchandising tools are
available via the TD interface - easy to access & implement
• Full database product
feeds (xml/csv)
• Customisable tools:
• Destination deals
feeds
• Deals content widgets
• Search form generator
• Deeplink generator
• Pre-populated tracking

20. Easy customisation of our tools helps affiliates access our
breadth and depth of product & increase relevancy of content
Deals widgets (output)
Features top 100
deals in top 50
destinations
Localised content
for 22 POS and & 13
languages
Features top 100
deals in top 50
destinations
Option to
restrict/select all
deals
Supports Tradedoubler
tracking
Dynamic url means
deals are automatically
refreshed on affiliate’s
site
Option to pre-define
any destination
Option to add or
remove fields
Search form generator
Widget Generator

21. Initiatives and Actions to push
Hotels.com affiliate programme
and promotions
Hotels.com 72 hour sale and Seasonal Promotions
Co-funded Voucher Code campaigns to reward affiliates promoting our
deals and promotions
In order to activate inactive affiliates and get new affiliates into the
programme – we have a welcome incentive rewarding affiliates 1st
Hotels.com sale with extra commission
Advanced Relationship Management with our top publishers on the
programme
Strategic recruitment and Innovative integrations with affiliates

22. Communications to promote Hotels.com
22
Affiliates read and want to
know about:
• Our monthly campaign
updates
• Our offline plan summaries
• Our regular
communications about
incentives, deals,
promotions and rewards

23. Key takeaways
Work hand-in-
hand with
TradeDoubler
and affiliates
Understand
your affiliates
Communicate
openly with
TradeDoubler
and affiliates
Make the
most of
TradeDoubler

24. Thank you!
And do yourself a favor and
book a holiday 
www.Hotels.com