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BTO 2014
Florence, 3rd December 2014
Facts & Figures
Founded in 1996 in Amsterdam
Part of the Priceline Group
(PCLN) since 2005
550,000+ properties in 200+ countries
8,500+ dedicated employees
135+ offices in 50 countries
33+ million reviews from real guests
4.5 million room nights sold every week
Our Model
HR, Finance, Legal
Customer Service, Content
Demand
Marketing IT
Store
Properties
Supply
Delight of Right
● The moment of pure joy when people realize how great
their trip is going to be because they found the perfect
accommodation
● We have organized our entire company around our
100% commitment to getting it right for the customer
● Roll out
● United States: January 2013
● Australia: September 2013
● Canada: January 2014
● UK: February 2014
● Germany: May 2014
Delight of Right
Social Media
Meta Search
Paid Search
In 43 Languages
12 customer service call-centers
42 languages support around the world
24/7 customer support
Across Devices
43% of all travelers go between devices when planning travel
Multiscreen usage is the new norm
Source: Google Our Mobile Planet, May 2013
19% of all travelers book their vacation on mobile
30% of 25-35 year old currently use mobile to book holiday
50% of all hotel bookings will be made on a mobile device by 2017
Front End
Demand Supply
“Market”
Best customer experience across
all touchpoints
We experiment!
Test
● A: “Free cancellation, pay when you stay”
● B: “Free cancellation – PAY LATER”
● No difference
Round 1: Tabs
Test
● A: No tabs opened from search results
● B: New tab opened for each hotel clicked
● No difference
Many Ranking Games: Filtering
Many Ranking Games: Sorting
64% 18% 12% 6%
How do I get the highest ranking?
What can I do?
BOOKING.com - BTO 2014 - The World of Bookig.com - Andrea d'Amico
Long Term
Availability
Last Minute
Availability
Auto
replanishment
Room Types
Last minute
booking
without credit
card
What story
are your
property
photos
telling?
High-resolution photos.
Relevant photos showcase your
unique features and selling point
Guest reviews help identify what
customers enjoy about your property
Show potential guests
what they can expect
Why photos?
24 photos
Landscape
2048 x 1536 pixels
10 photos per room
Natural light
92% Visitors are more likely
to book with photos
Positive impact
on conversion
Manage guest
expectations
Justify the higher
rate
Hotel Marketing Services
Rob Ransom
Accommodation
partners
World-class
Marketplace
Accommodation
partners
World-class
Marketplace
Innovative
Property
Solutions
Booking HMS
Hotels, We Have A Problem
Confidential ̶̶ All Rights Reserved | Copyright 2014- Hudson Crossing LLC
Hotel Distribution And Technology Map
1414
TMCs &
Travel agents
e.g. Amex GBT,
BCD, Carlson, etc
Search,
Metas & OTAs
e.g. Google,
Kayak, Booking,
Ctrip, Expedia,
PCLN, TripAdvisor
Hotel Web
e.g. TC, Sabre,
TIG, Open
Hospitality
Offline
• Call center
• Walk-in
• Large group
Leisure
traveler
GDS - Global
Distrib. Sys.
e.g. Amadeus,
Sabre, Travelport
CRS
e.g. Sabre, Trust,
Pegs, Genares,
TravelClick,
TravelTripper
Corporate
traveler
–Managed
–Unmanaged
Primary
Secondary
GDS Switch
i.e. Pegs
UltraSwitch
UltraDirect (GDS)
Channel Mgrs
e.g. EZYield,
SiteMinder,
RateGain, HBSi
PMS
e.g. Micros, Sabre,
Agilysys, RoomKey,
Atrio/SMS, Indra
Revenue Mgt.
e.g. IDeaS,
Duetto, ORMS,
easyRMS, PROS
Hotelier
B.I.
• Rate Shopping
• Demand
• CRM/Loyalty
Connectors
e.g. Derbysoft
Switchfly
Wholesalers
e.g. GTA, EAN,
HotelBeds,
Tourico, PCLN
Main channel
Secondary channel
Media Bins
e.g. Leonardo,
IcePortal,
CMSs, manual
Backoffice and
POS (n/a here)
e.g. Micros and
PAR Tech for POS,
HotSOS, CRM,
Campaigns, Loyalty.
Financials, etc
Figure A: Hudson Crossing’s overview of distribution and
BOOKING.com - BTO 2014 - The World of Bookig.com - Andrea d'Amico
Three keys to a successful property
website
 Great branded experience for online guests
 Easy to use on all devices
 Seamless booking process
BOOKING.com - BTO 2014 - The World of Bookig.com - Andrea d'Amico
97 unique screen resolutions in 2010
232 in 2013
BOOKING.com - BTO 2014 - The World of Bookig.com - Andrea d'Amico
BOOKING.com - BTO 2014 - The World of Bookig.com - Andrea d'Amico
Property Websites for Accommodation Providers
• Content Management
• SEO optimized
• Up to 42 languages
• Design options
• Support for all
devices
• Integrated Booking Engine
• Performance reporting
and ROI analysis
BOOKING.com - BTO 2014 - The World of Bookig.com - Andrea d'Amico
Pineapple Group – 6 Hotel Group on the West Coast - USA
BOOKING.com - BTO 2014 - The World of Bookig.com - Andrea d'Amico
BOOKING.com - BTO 2014 - The World of Bookig.com - Andrea d'Amico
 Great online experience
for your guests
 Easy to manage
 More direct bookings
Grazie!

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BOOKING.com - BTO 2014 - The World of Bookig.com - Andrea d'Amico

  • 1. BTO 2014 Florence, 3rd December 2014
  • 2. Facts & Figures Founded in 1996 in Amsterdam Part of the Priceline Group (PCLN) since 2005 550,000+ properties in 200+ countries 8,500+ dedicated employees 135+ offices in 50 countries 33+ million reviews from real guests 4.5 million room nights sold every week
  • 3. Our Model HR, Finance, Legal Customer Service, Content Demand Marketing IT Store Properties Supply
  • 5. ● The moment of pure joy when people realize how great their trip is going to be because they found the perfect accommodation ● We have organized our entire company around our 100% commitment to getting it right for the customer ● Roll out ● United States: January 2013 ● Australia: September 2013 ● Canada: January 2014 ● UK: February 2014 ● Germany: May 2014 Delight of Right
  • 10. 12 customer service call-centers 42 languages support around the world 24/7 customer support
  • 11. Across Devices 43% of all travelers go between devices when planning travel Multiscreen usage is the new norm
  • 12. Source: Google Our Mobile Planet, May 2013
  • 13. 19% of all travelers book their vacation on mobile 30% of 25-35 year old currently use mobile to book holiday 50% of all hotel bookings will be made on a mobile device by 2017
  • 14. Front End Demand Supply “Market” Best customer experience across all touchpoints
  • 16. Test ● A: “Free cancellation, pay when you stay” ● B: “Free cancellation – PAY LATER” ● No difference
  • 17. Round 1: Tabs Test ● A: No tabs opened from search results ● B: New tab opened for each hotel clicked ● No difference
  • 18. Many Ranking Games: Filtering
  • 19. Many Ranking Games: Sorting 64% 18% 12% 6%
  • 20. How do I get the highest ranking?
  • 21. What can I do?
  • 23. Long Term Availability Last Minute Availability Auto replanishment Room Types Last minute booking without credit card
  • 24. What story are your property photos telling? High-resolution photos. Relevant photos showcase your unique features and selling point Guest reviews help identify what customers enjoy about your property Show potential guests what they can expect
  • 25. Why photos? 24 photos Landscape 2048 x 1536 pixels 10 photos per room Natural light 92% Visitors are more likely to book with photos Positive impact on conversion Manage guest expectations Justify the higher rate
  • 29. Hotels, We Have A Problem Confidential ̶̶ All Rights Reserved | Copyright 2014- Hudson Crossing LLC Hotel Distribution And Technology Map 1414 TMCs & Travel agents e.g. Amex GBT, BCD, Carlson, etc Search, Metas & OTAs e.g. Google, Kayak, Booking, Ctrip, Expedia, PCLN, TripAdvisor Hotel Web e.g. TC, Sabre, TIG, Open Hospitality Offline • Call center • Walk-in • Large group Leisure traveler GDS - Global Distrib. Sys. e.g. Amadeus, Sabre, Travelport CRS e.g. Sabre, Trust, Pegs, Genares, TravelClick, TravelTripper Corporate traveler –Managed –Unmanaged Primary Secondary GDS Switch i.e. Pegs UltraSwitch UltraDirect (GDS) Channel Mgrs e.g. EZYield, SiteMinder, RateGain, HBSi PMS e.g. Micros, Sabre, Agilysys, RoomKey, Atrio/SMS, Indra Revenue Mgt. e.g. IDeaS, Duetto, ORMS, easyRMS, PROS Hotelier B.I. • Rate Shopping • Demand • CRM/Loyalty Connectors e.g. Derbysoft Switchfly Wholesalers e.g. GTA, EAN, HotelBeds, Tourico, PCLN Main channel Secondary channel Media Bins e.g. Leonardo, IcePortal, CMSs, manual Backoffice and POS (n/a here) e.g. Micros and PAR Tech for POS, HotSOS, CRM, Campaigns, Loyalty. Financials, etc Figure A: Hudson Crossing’s overview of distribution and
  • 31. Three keys to a successful property website  Great branded experience for online guests  Easy to use on all devices  Seamless booking process
  • 33. 97 unique screen resolutions in 2010 232 in 2013
  • 36. Property Websites for Accommodation Providers • Content Management • SEO optimized • Up to 42 languages • Design options • Support for all devices • Integrated Booking Engine • Performance reporting and ROI analysis
  • 38. Pineapple Group – 6 Hotel Group on the West Coast - USA
  • 41.  Great online experience for your guests  Easy to manage  More direct bookings

Notes de l'éditeur

  1. A won
  2. B won
  3. - Google search algorithm 500-600 changes every year, 13 major ones in 2014 YTD - 232 unique screen resolutions from all devices - how many sites does a consumer visit before booking? 22 on average
  4. Technology pain, not joy Delivering a great online guest experience is increasingly challenging Investments must deliver clear ROI
  5. You know the phrase - “You can have your cake, and eat it too” This means you get the best possible combination of two things So Booking HMS partners will be able to have their cake: a beautiful, easy to manage website plus eat it too: the conversion and technology expertise of Booking.com