Joel Brandon-Bravo, Managing Director of Travelzoo UK, discusses principles for driving innovation and business growth at Travelzoo. He outlines four principles: 1) create a framework for innovation; 2) look to the future and use data; 3) listen to customers and use data; and 4) develop the team. Examples provided include growing the audience across platforms, enhancing products, launching new offerings like hotel deals and gifting based on customer data, and hiring the best people.

1. 0www.travelzoo.com
The Deal Experts. Over 27 Million Members Worldwide.
DRIVING INNOVATION AND BUSINESS GROWTH
Joel Brandon-Bravo
Managing Director UK, Travelzoo

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1. Create a framework
2. Look to the future
3. Listen to your customers
4. Develop the team
4 SIMPLE PRINCIPLES

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1. CREATE A FRAMEWORK FOR INNOVATION

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Existing Products New Products
Existing Markets
New Markets Diversification
Market Penetration Product Development
Market Development Diversification
4 SIMPLE PRINCIPLES

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AUDIENCE GROWTH AND PRODUCT DEVELOPMENT
Annual revenue per Member
27 million Number of
Members
Travelzoo
Strategic Elements
1. Audience
Grow members across all
platforms
2. Products
Enhance our products

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17 YEARS OF INNOVATION AND PRODUCT DEVELOPMENT

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CAN YOU BE AN OIL TANKER AND A SPEED BOAT?

8. 7www.travelzoo.com2. LOOK TO THE FUTURE (AND USE DATA)

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TYPICAL CAMPAIGN STRUCTURE
1 2 3
+ Compelling headlines
maximise user engagement
+ Users are directed to the
offer on advertiser’s website
or a call centre to book
+ Travelzoo editorial provides
3rd party endorsement for
each qualified offer

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DESIRE TO OFFER PRODUCTS ALL YEAR ROUND
AND KNOWLEDGE OF LOCATION = LOCAL DEALS

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THE SHIFT FROM DESKTOP TO MOBILE HAS
CHANGED EVERYTHING!

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+ Restaurants
+ Entertainment
+ Mobile Focus
+ Spa
+ Activities
THE TRAVEL CONTINUUM
+ Top 20
+ Website
+ Destination features
Inspiration
+ Book directly with Travelzoo
+ What to do in-destination
Destination
Transaction

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3. LISTEN TO YOUR CUSTOMERS (AND USE DATA)

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LAST XMAS WE LAUNCHED GIFTING
In additional to enabling
members to send as a gift via
email (for last minute or
international gifting)
We launched the ability to send it
as a gift pack through the post
with personalised messaging in a
quality gift envelope on premium
colour printed card.
Resulted in a 120% uplift in
gifting transactions

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THE ‘WHAT’, ‘WHERE’ AND ‘WHEN’
“PUSH”
We inspire our users with top
deals at quality places…
“PULL”
… have not offered products
that are easy to search and browse
for specific needs
Just arrived in
Las Vegas. Any
show deals for
tonight?
You have a
hotel deal in New
York next weekend?
I’d like to take
the kids to Disneyland
in late August. Can
you help with a great
deal?

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FULLY SEARCHABLE GLOBAL HOTEL PLATFORM

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HIRE THE BEST AND LET THEM GET ON WITH IT

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DRAGON’S DEN – ALL COMPANY

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DRAGON’S DEN – ALL COMPANY

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OPEN TO ANY LEVEL OF PRESENTATION

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BALANCE THINKING ABOUT THE LONG & SHORT
TERM

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GLOBAL LEADERSHIP FORUM

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THE RIGHT CULTURE CREATES SUCCESS

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BRING IN THE RIGHT SKILLS BUT STAY LEAN

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I don’t like lower class,
children’s names --
based on geography or
location!!
But your daughter is
called INDIA
KEEP TALKING (BUT THINK BEFORE YOU SPEAK)

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ZOOM IN AND ZOOM OUT

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IT ISN’T A FAILURE TO PIVOT

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Joel Brandon-Bravo
Managing Director UK
Travelzoo (Europe) Ltd.
THANK YOU
@joelbrandonbrav