1. GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014

2. GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014 01Overview & Methodology Pilot Topline Results Additional Analysis 02 03 Agenda

3. GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014 Why do we need to understand the Purchase Journey? Todays super-connected travelers are armed with digital and mobile devices. Understanding the complexity of the multi-device, omni-channel purchase journey helps to drive profitable growth by making more good, and fewer bad decisions. Travel market distribution landscape for flight-tickets is changing into a more professionalized and digitalized era. Understanding the role & importance of each channel can help to optimize marketing spent. Traditional travel agents (TAs) are re-inventing themselves to grasp the online opportunity and to reinforce their position by introducing hybrid models. Traditional business models are squeezed due to increased market transparency. Online Travel Agents (OTAs) are gaining share and looking for effective ways to increase their brand awareness. With low margins, economies of scale and offering ancillary products offer sustainable growth. Airlines are gaining share by the direct offerings of services and by better understanding their role as a retailer Aggregators introduced full transparency and are now moving upwards the value chain by selling directly b2c Understanding the consumers relationship between off- and online touch points helps the industry to increase its relevance throughout the journey

4. GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014 An holistic view on the purchase decision behavior for flight tickets Interaction with online and offline touch points TV/radio Magazines/ Newspapers Store / Brand Sites WOM / Advice Internet / SocialExhibitions Objective: to monitor the journey from trigger to purchase, both qualitatively as quantitatively, in order to understand the online and offline dynamics involved, including the interaction between devices that influence the decision process

5. GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014 GfK Purchase Journey research methodology Screener survey; Add-on installation Air ticket purchase intenders Purchased Website Event Surveys Website Event SurveysWeekly diary Weekly diary Weekly diary Final survey Weekly diary Online survey 1 screener + weekly + 1 final survey Website trigger survey covered 28 websites

6. GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014 GfK Purchase Journey screener requirements Sample requirements: intention to purchase air ticket in the next 3 months; intention to research for the ticket booking decision maker of the purchase acceptance to the privacy agreement agreed to install tracking software digital and mobile devices used for air ticket research process Screening of 15.000 gross respondents

7. GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014 GfK Purchase Journey scope of research Duration, reach, number of contacts / visits in total and by touchpoints Role of online and offline touchpoints Information sought and obtained Motivation and activities during the decision making process Touchpoints visited before purchase Touchpoints impact on purchase decision Insights on purchase Purchase behavior- choice of channel, intended vs final purchase Reasoning (non-)purchase Brand loyalty, satisfaction Initial / final trigger on purchase Behavioral segmentation analysis Subgroups segmentation Pilot conducted in Hong Kong: March 3rd May 11th 2014 (9 weeks) Capturing and combining online tracking data with offline diary and websites survey data in a single-source approach to provide in- depth insights into multi-device usage during consumers research and planning stage. Key metrics include:

8. GfK 2014 - Confidential and Proprietary GfK Purchase Journey_ Hong Kong Pilot Topline Result - 2014 GfK Purchase Journey panel structure Tracked Panel: Intenders to buy air tickets in the next 3 months Use the Internet as an information source during the purchase journey 40% 60% 12% 48% 28% 12% 35-44 25-34