#eTAS14 Presentation - Spencer Spellman of Expedia

1. Selling travel in a
changing climate
Spencer Spellman
@spencerspellman
spencer.spellman@gmail.com
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2. What we’re not selling…
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3. What we ARE selling…
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4. And….
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5. Travel by the numbers
• 3 out of every 4 people post photos
to social networking sites from a trip
(Four Pillars Hotels).
• 92% of consumers say they trust
earned media, such as social media,
word of mouth, and
recommendations from friends and
family, above all other forms of
advertising (Four Pillars Hotels).
• 82% of consumers trust a company
more if they are involved with social
media (Forbes).
• 1 out of 4 travelers read travel blog
content to plan trips.
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6. Tweetables
• Travel isn’t just a transaction. It’s a collection of experiences that live
beyond a departure and arrival date.
• What happens on vacation goes on social media…3 out of every 4
travelers to a destination post photos on social media.
• Content is still king. 1 out 4 travelers consult a travel-related blog when
planning their travels.
• Social media is social. It is only as strong as the long-term online/offline
relationships that result from it.
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7. The Problem
• A disconnect between
travelers being inspired and
booking the trip that has
inspired them.
• Magazines, newspapers,
and television shows have
long inspired people to
travel, but it’s been left to
the traveler to do the heavy
lifting of planning and
booking a trip.
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8. The Solution
• Tap into
influencers in the
online travel
community.
• Create a platform
in which travelers
can both be
inspired and book
travel all in one
place.
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9. #Expediachat
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10. Results
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11. Expedia Viewfinder
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12. Key learnings
• Incentivizing customers.
• Incentivizing influencers/bloggers.
• Social media is “social”. It’s only as
strong as the online/offline relationships
that result from it.
• Start small and then test and learn.
• It’s not about big numbers but the right
numbers.
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14. Future of travel: 4 M’s
• Mobile
• Multimedia
• Multiple devices
• Millennials
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15. Tweetables
• Travel isn’t just a transaction. It’s a collection of experiences that live
beyond a departure and arrival date.
• What happens on vacation goes on social media…3 out of every 4
travelers to a destination post photos on social media.
• Content is still king. 1 out 4 travelers consult a travel-related blog when
planning their travels.
• Social media is social. It is only as strong as the long-term online/offline
relationships that result from it.
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