treovi whr2012 presentation

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Digital natives reshaping the online hospitality market

from travel agents

to OTAs and GDS

Common OTA facts

• Started at the end of the 1990‘s• Browser-based

Icelandic metasearch site Dohop recently pointed out that general searches on the words "flights" and "hotels" have steadily declined over the years.

The cost of other travel-related keywords has continued to climb over the years. For small businesses that spend less than $10 000 a month on AdWords (or about 96% of businesses that use AdWords), these are challenging times.

“ ”

• Money spent on Google

“ ”

• Google search conversion rate for travel: 1.45%

Source: Tnooz/wordstream

GDS

Corporate-based once powerful toolChallenged by its clients

Mandating that airlines distribute all of their content through a GDS monopolist will result in significant consumer overcharges.

-Airline Al liance letter, 2012“ ”

2010+

...change happens

Enter the Digital Native

Digital native characteristics

no age group: behaviour related

tech aware

curious > or converted

community-driven behaviour

Browser Users

How did you find the hotel?Friends and Family

OTAs

TripAdvisor

Other

Repeat Guest

Travel Agents

Magazines

Facebook

Blogs

Guides

Twitter

0% 3% 6% 9% 12% 15% 18% 21% 24% 27% 30%

0.2%0.5%

1.5%1.6%2%

3.1%12.3%

17%18.2%

20.7%22.9%

source: Tnooz (originally WIHP on 20 000 guests)

Digital natives’ secret to travel?Being at the centre of information

Able to process multi level information and put it into one picture

social networks

misc. (flickr)

friends and family

travel apps

forums and similar

non-travel apps

(search for semantics)

“Classic” Travel Web

OTA | Reviews | Google

World of Interactions

Expertise and opinionPlaceAccommodation

Digital Natives’ World of Interactions

When preparing a tripWhen traveling

travel apps oversharingfriends and family

Social apps and websites

Expertise and knowledge Recommendation

Contact and preparation• Tripit• Lonely Planet• Yelp• etc

The Digital Native is Always Connected

It is not about:• devices• mobile vs desktop• social media• apps and more apps

data stream It is about taking the world of interactions with him

Today: app environment on devices allowing us to stay connected. In the future? We can only guess

Apps casual browsing (social sharing, augmented reality)

Digital natives. What does it mean for your hotel?

- discovered the destination via app- found some useful info about local hotels on forums- asked both his offline and online "friends, family and contacts" aboutthe destination- booked the hotel via an app on his phone- found the best way to reach the place/hotel using a foursquare tip once arrived at the airport- overshared his arrival online > likely to meet new people - whether he travels with family/friends/or alone- knows already that the person who "checks in" at your hotel the most is your receptionist.

Your digital native guest:

Consequence

Typing "hotels in Rome" in Google is likely to be less relevant from now on.

Users will ask for OTA platforms where they could do more than choosing a destination and reserve room nights.

Features include:• powerful facebook app / facebook connect actions on Treovi >

actions on facebook• interaction with other Treovi travelers (surprise)• interaction with travel apps• making the Treovi user play (surprise)• ... and much more

We are building a travel experience revolving around the Treovi platform

makes the user stay on Treovi longer and discover/reserve more destinations/hotels

... and the best thing is,

No charges or commissions on these reservations

Thank you

contact@treovi.commichal@treovi.com

no commissions, no fees