Hotels Digital Marketing Trends Research

Hotels & Travel Digital
Marketing Trends
Schieber Research, January 2017

Introduction
• Technological advancements continue to change the hotel industry, causing
the traveler’s path to purchase to rely heavily on digital means throughout the
exploration, research, booking, traveling and departing process.
• The most relevant technology trend is the rise in smartphone penetration,
which enables competitors to offer a seamless, omni-channel experience for
the traveler’s journey and create significant service innovation. Another trend
is that of “big data” which – when analyzed properly – can offer personalized
experiences to the consumers.
• The penetration of artificial intelligence and bots in self service, is also
beginning to increase.

Introduction
• The purpose of this presentation is to present the major industry and consumer
trends affecting the hotel industry, specifically with respect to the digital evolution
and online booking.
• Main subjects covered on this presentation:
1. Competitive landscape
2. Consumer and industry trends
3. Competitor strategies and innovations

The Travel Booking Landscape
• The traveler’s journey has
become a digital journey,
across countries and
generations.
• Accommodation booking via
mobile apps is also on the rise.

• The online booking trend is
relevant to all generations; but
apparently, mobile apps are more
relevant to Millennials than to
Generation X consumers and to
boomers.
• Mobile constituted 11% of digital
accommodation booking among
Millennials, compared to 7%
among Gen-X consumers and
4.5% of Boomers.

• OTAs - Online Travel Agencies such as
Expedia and Priceline, and hybrid / aggregator
sites such as TripAdvisor, have been
competing hotels to drive accommodation
booking. Increasingly, they are also offering
other elements of the trip, such as flights, car
rentals and restaurant reservations. Search
engines, led by Google, pose an additional
challenge to the industry’s traditional players. Source: IHG Commercial Strategy presentation, September
2016
• Price plays an important factor in consumers’ decisions whether to make a reservation via
an OTA or directly through the hotel website. Rates are not the only determinant of value,
though: perks, loyalty benefits and extras all play a part in the consumers’ reservation
decision.

• Apartment rentals, led by Airbnb, are based on the promise of “traveling like a local”,
competing with hotels not only in terms of channels / commissions – but also in
terms of experience / business model.
• A vacation rental is an alternative lodging option to hotels accommodation that
involves the short-term rental of myriad properties, such as apartments, farm stays,
private homes, cabins, beach houses, villas, cottages, or chalets, to travelers and
tourists. These units are offered on a nightly, weekly, or a monthly basis.
• According to the Global Vacation Rental Market 2015-2019 report conducted by
Research and Markets, the Vacation Rental market is believed to be worth $100
billion, with the U.S. accounting for 25% of that.
• The report further expects the global vacation rental market to be worth $170 billion
by 2019.

• Airbnb is the leading player in the market and has seen
a significant surge in its valuation.
• According to Airbnb, since its founding in 2008, 140
million guests have arrived at Airbnb listings, including
nearly 80 million in 2016, up from 40 million in 2015.
• Millennials account for about 60% of all guests who
have ever booked on Airbnb, and has grown more than
120% in the past year. Seniors are the fastest-growing
host demographic, and senior women consistently are
the best-rated hosts on Airbnb.
• Airbnb does not disclose its financial performance, but
revenues were estimated at $250 million in 2013, and
reports suggest that the company ended 2015 with
nearly $900 million in revenues.
• Airbnb is yet to make profits. It is estimated to
have ended 2015 with $150 million in operating losses.

• Some of the biggest players in the travel industry have entered the apartment rental market.
• Choice Hotels launched a vacation rental business working strictly with vacation rental
management companies rather than with individual property owners.
• Priceline Group said that vacation rentals will be an important source of growth. The
category already accounts for almost half of Priceline’s property roster thanks largely to
Villas.com, which Priceline’s Booking.com business launched in 2014.
• In 2015, Expedia acquired HomeAway for $3.9 billion
• Onefinestay, founded in 2009, was acquired in April 2016 by AccorHotels for $170 million.
Hospitality service Onefinestay provides temporary travel accommodation using high-end,
luxury apartments. It targets high class client segment.
HomeAway’s
proposition

The Traveler’s Journey
• Source: Schieber Research
Understanding the Path to Purchase and the triggers affecting each stage
Reviews,
Social
Media
Content,
Ads,
Search and
Social
Reviews
Content
Reviews,
Cross
Services,
Concierge Aps
and Social
Reviews
Staying
Websites
OTAs
Reviews
TRAVELER‘S
JOURNEY

The Traveler’s Journey | Pre-Travel
• The pre-travel stage can be triggered by an ad, social media content or the consumer’s
own search. It tends to be a stressful stage, during which the consumer searches
information and reviews on destinations and service providers. Online reviews, and
aggregation of content / comparisons, are crucial at this stage. Today, reviews and
comparisons are offered by hotels as well as by third party websites, as hotels identify
that the consumer will research the various options any way.
• Note that, the entire travel might stem from content (including through social media) or
loyalty offering rather than the traveler’s initial decision to go on a trip; as this creates
opportunities for travel companies, it is important to remember to establish a long-lasting
connection throughout the consumer journey.
• Sometimes, these activities take place on several devices, starting on one device and
proceeding on another – and so, transparent shift between channels should be taken
into consideration, usually through log-in (with your email, social media identity or
membership card).

• At this stage, the leading resource for the consumers’ research is the OTA website. This provides
OTAs with an opportunity to offer value to consumers and drive reservations. This also means
that, in order to become the first stop for consumers, hotels should provide content, information
and reviews that influence the decision process.
Leading Resources for Destination Selection
Source: ComScore 2016

• Travel costs are the top influencing parameter of the trip destination choice.
Factors Influencing Travelers’ Destination Decisions
Source: ComScore 2016

• TripAdvisor offers a Best of 2016 section with information regarding attractions and locations which
were given the highest grades by travelers, to encourage and inspire travel.

Booking.com search results include a meter
on top which tells travelers if the destination is
a top choice with fellow travelers on their
selected dates.
• Expedia operates a blog for travel-related issues under
the name “view finder”.
• The blogs offers “stories” which can be sorted by different
categories.
• Expedia’s YouTube channel offers travel-related videos.
• The videos are sorted according to different categories:
One Day in an Amazing City, Popular Destinations, Expedia
Travel Destinations divided to different regions and Travel
Blog | Expedia Viewfinder.

The Traveler’s Journey | The Trip
• During the trip: the trip itself drives new needs, such as check-in, room service and check-
out, but also cross-services and products such as event tickets, entertainment and dining.
Competitors are responding to such demands by launching / acquiring services such as
online restaurant reservations, attraction reservation etc.
• Other trends – such as self service, mobile service, content sharing on social media,
research and personalization – are also relevant to this stage.
W Hotels chain joined forces with Snapchat to
reach Millennials and encourage social media
sharing.
In October 2015 the chain launched a sponsored
geofilter campaign that allowed users to overlay
phrases like “Wish you were here” and “Current
Situation” on top of images taken at W properties.

The Traveler’s Journey | Post-Travel
• Post-Travel – consumers are encouraged to leave a feedback and reviews, post pictures
and recommend services to their friends. Competitors are turning to CRM in order to drive
repeating purchases, via email marketing, referral programs and loyalty programs.
• Companies use the data received by the consumers to offer personalized solutions, and
encourage trips. Shared content is also used to inspire friends’ travels.
• Agoda has created an
online “community” of like-
minded land divers to share
their superior tourism
experiences via
social/video channels like
WeChat, Youku and Weibo.

Competitor Strategies
Pricing &
Loyalty
Whole Trip
Planning
Reviews
and content
Professional
services

Pricing &
Loyalty
Pricing pays a major part in deciding on where to book, and competitors use
several price-related tactics, including: Best price guarantee; bid / reverse
bid; last minute deals; and price alerts.
Source: IHG Commercial Strategy presentation, September 2016
• IHG promotes “Your
Rate” pricing

Pricing &
Loyalty
KAYAK offers
travelers to
receive flight &
hotel prices alerts
by email
Priceline focuses on a “Best Price”
proposition

Pricing &
Loyalty
Hotels are using different strategies and tactics in order to win the battle
against the OTAs, including loyalty, pricing, perks and service.
A TV ad by Hilton under
the name “Stop Clicking
Around”, encourages
viewers to book directly
through Hilton,
promising the lowest
prices available.
• Some hotels offer additional ancillary services and
rewards for direct bookers, such as a welcome foot
massage, or a free scuba lesson for guests who
book direct.

Pricing &
Loyalty
Hilton offers a loyalty program under the name
Hilton HHonors. Members of the program can also
earn HHonors Points for staying, traveling,
shopping, and/or dining at the Hilton.
The chain offers 4 different levels of membership:
Blue, Silver, Gold and Diamond, determined
according to the number of stays / nights in Hilton
properties and providing different benefits.
According to Hilton’s CEO ,Christopher Nassetta,
since the launch of Hilton HHonors rates,
membership enrollments have increased
significantly.
In the second quarter for 2016, Hilton added 2.4
million new members and its share of occupancy
by members was nearly 56 percent in the second
quarter, up more than 400 basis points year-over
year.
The Hilton HHonors app accounts for 23 percent of
Hilton’s direct web traffic and app downloads are up
66 percent year over year.
Source: Hilton Worldwide, Q2 2016 Earnings
Conference Call

Pricing &
Loyalty
• Best Western launched in 2016 a
new digital platform,
BestWestern.com, which enables
the chain to offer a discount rate to
the Best Western loyalty members,
typically reflecting a 10% discount.
IHG offers IHG® Rewards Club Select Credit
Card which benefits its owners with bonus
points for spending during their stays. The
bonus points can then be redeemed for free
nights and discounts.

Pricing &
Loyalty
• IHG Rewards Club has almost 94 million members, making it the largest hotel loyalty
program.
• IHG®
Rewards Club Credit Card offers: “Annual Free Night Worldwide, Earn 5 points per
$1 spent when you stay at our hotels, Earn 2 points per $1 spent on purchases at gas
stations, grocery stores, and restaurants, Earn 1 point for every $1 spent on all other
purchases, Automatic 10% point rebate, Platinum Elite Status”

Whole
Trip
Planning
• The vacation package search on KAYAK’s website allows travelers to
compare several vacation package sites along with a combined KAYAK
flight and hotel search.

Whole
Trip
Planning
• Booking.com offers links to complimentary services, including car rentals, flights
booking, restaurant reservations, villas and vacation homes rental.
• The services are either provided by Booking.com or by other companies which are
part of the Priceline Group, such as Kayak (flights booking) and OpenTable
(restaurants reservations).
• Through Villas.com, booking.com offers vacation homes, apartments, villas and
more. Booking.com reported a growing interest in non-traditional rentals.

Reviews
and
content
• A survey in the UK
demonstrates that
people pay more
attention to written
comments than to the
overall rating of a
place.
• This reflects travelers’
lack of confidence in
reviews.
• According to Review Trackers, more than 50% of global travelers made a
purchase decision based on online reviews and recommendations.
• Online reviews (88%) rank second only to price (93%) as the most important
factor considered by travelers looking for accommodations.

Reviews
and
content
• The reviews published on TripAdvisor require a minimum of 200 characters,
thus assuring detailed reviews. On July 2016, TripAdvisor launched an
airline reviews platform which includes all major airlines globally

Reviews
and
content
• In Priceline’s website, search results include
travelers’ reviews. Some reviews state that
they are written by “verified hotel guests”.
“Agoda’s hotel reviews are 100 per cent authentic. Submitted by
customers after they have completed their hotel stay, we have
over 10 million verified hotel reviews”

Reviews
and
content
• Social media is perceived by Booking.com’s Chief Marketing Officer as channels
used to engage with customers more on an inspirational level, since social media is
inherently content-driven.
• For example, much of the conversation today on Facebook is about travel, and
much on Instagram is about travel, as consumers are craving for sharing travel
experiences or discussing travel in social channels. Booking.com aims to add value
to these conversations.
In 2015, Booking.com invited
consumers through social
media to submit pics of their
summer adventures, then
turning its favorites into
animated GIFs.

Professional
services
• Rather than merely focusing on the end consumer / traveler, competitors
are turning to providing solutions to professionals – such as travel agents,
companies’ travel managers and now, hotels as well.
Booking.com offers travel agents to
use its platform, claimed to provide a
all-in-one product
• Booking.com launched Booking.com for Business
platform in 2015 to service unmanaged business
travelers (travelers whose companies don’t have a
formal travel policy). The company said that 1 in 5
bookings on the website is for business travel.
• The Booking.com for Business allows travel managers
and assistants to book on behalf of others. Travelers
are also given exclusive access to special deals and
complimentary extras at select properties.

Professional
services
• Airbnb offers accommodation and
complimentary services for business
travelers.
• On June 2016, Airbnb announced the
launch of a new tool that allows
employees to book business travel for co-
workers.
• According to the company, “as business
travel has tripled in growth on Airbnb in
2016, this new feature allows business
partners like travel managers and
executive assistants to be able to book
Airbnb listings on behalf of other
employees. This new tool adds a whole
new dimension to the way companies are
able to book listings for all their business
travel needs.”
AccorHotels
provides services
targeted for
business travelers,
meeting and events
planners as well as
for travel
professionals such
as travel agents
and tour operators.

Professional
services
• On June 2016, Airbnb introduced co-host,
a tool that lets its hosts enlist the help of
another to respond to messages from
guests, greet them when they arrive, help
if they have any issues, and any of the
other hosting duties.
• When booking a stay, guests will clearly
see who owns the home where they'll be
staying as well as the host they'll interact
with during their stay.
• The company also introduced a set of
features that make it easy to track and
split the earnings with the co-host.
Introduction video

Competitor Strategies | Case Study
• Value proposition mapping by TripAdvisor
Sources: TripAdvisor Q1 2016 Results, May 2016; Tripadvisor Investor Presentation, Nov. 2016
• The “Vacation Rentals”
section offers home
rentals, cabins, cottages
and other
accommodation types in
190 countries.
TripAdvisor increased its focus on non-hotel
segments, including attractions, restaurants and
other segments, through its brands

Competitor Strategies | Collaborations
• On January 2016, Starwood Hotels &
Resorts Worldwide and TripAdvisor
partnered to make Starwood’s global
hotel portfolio accessible on the
TripAdvisor Instant Booking platform.
• With TripAdvisor instant booking, users
simply click on a “Book Now” button to
initiate a reservation. Travelers are
reminded throughout the booking
process that their reservation is
powered by Starwood and are provided
links and phone numbers to contact the
hotel’s customer service associates
directly; all support inquiries will be
handled by Starwood.
• Hilton joined the Instant Booking
platform on January 2017.

Marketing Trends
Personalization
& Big Data
Bots and
Artificial
Intelligence
Service &
Mobile
Concierge
Internet of
Things

Marketing Trends
Personalization &
Big Data
Booking.com offers a personal zone
through which users can choose their
preferences for future reservations.
Under “Trips for a Lifetime”, the
website suggests a personalized trip
according to interests and preferred
locations.
On September 2016, Hilton launched a new
feature on the Hilton HHonors app, called Fun
Finder. The app requires Wi-Fi, beacon technology
and GPS and it was designed to act like a guest’s
personal travel guide.
It provides guests with detailed maps and
wayfinding capabilities, information about on-
property events, and special offers and hotel
features suited to their preferences. Guests can
fill out a pre-arrival survey on the app to customize
the Fun Finder feature during the stay.

Marketing Trends
Personalization &
Big Data
• On November 2015, TripAdvisor launched a
“Travel Timeline” feature for its mobile app that
helps travelers conveniently log and share
experiences from their trips. Once activated,
the feature automatically creates a timeline of
the places travelers have visited and the photos
they’ve taken at each location, which can be
viewed in chronological order or as a route on a
map.
• The timeline is private to the user on their
TripAdvisor app, but travelers can edit their
timeline and easily share it with family and
friends.
• The feature uses the phone’s GPS and motion
sensors to predict when the user is visiting
somewhere or if they are just passing by. Users
may turn Travel Timeline off at any time.

Marketing Trends
Personalization &
Big Data
• On June 2015, Airbnb introduced pricing tips for hosts.
• According to the company “you’ll be able to get personalized, daily pricing
information right in your calendar, so you can see how adjusting your price could
increase your chances of getting booked, or take advantage of strong interest in
visiting your area”
• The company developed mathematical model that’s learning how likely a guest is to
book a specific listing, on specific dates, at a range of different prices. It uses
different types of information, including the host’s listing type, its location, its current
price, availability, and how far off each available date is.

Marketing Trends
Bots and
Artificial
Intelligence
Virgin Hotels’ “Lucy” is a
virtual entity built into the
company’s mobile app
which connects personal
devices to the chamber
controls and hotel staff.
The app allows guests to
interface with their room’s
thermostat or control the
TV.

Marketing Trends
Bots and
Artificial
Intelligence
• On May 2016, Booking.com launched
Booking Messages interface, a chat-
inspired communication platform that
enables customers and accommodation
providers to connect with each other from
the moment a booking is made.
• The Booking Messages interface features
automatically pre-translated templates for
certain predefined requests, including
arranging check-in and check-out times, as
well as questions about parking and bed
preferences—all in real-time and with a
familiar, chat-like interface.
• According to Booking.com, “75% of our
customers prefer self-service options to take
care of simple requests”, the interface allows
them to customize and manage their trips
conveniently.

Marketing Trends
Bots and
Artificial
Intelligence
KAYAK on Facebook messenger
• “Within seconds, we’ll search hundreds of travel sites at
once to find you the information you need on flights,
hotels, rental cars and things to do. We’ll even keep you
up-to-date on your travel plans and help you manage
your trip, without ever leaving Facebook”.
• “Start by messaging us with your travel plans (e.g.
flights to Boston tomorrow) and we’ll search hundreds of
sites at once for the info you need. Then, we’ll message
back with a summary of your results or curated
suggestions. You can also receive real-time notifications
for gate changes, flight delays or check-in status. You
can also access your bookings and other details for your
Trips through Messenger”.

Marketing Trends
Service &
Mobile
Concierge
• Expedia: more than 1 in 4 room nights booked on a mobile device (Expedia
Q4 2015 Investor Presentation, Feb. 2016)
• New global research by Hotels.com revealed that almost half (46%) of
travelers would happily use a mobile concierge service, with requests such
as restaurant reservations (62%), directions (51%) and tickets to tourist
attractions (48%) topping the list of what they'd ask for.
• Hotels.com recently launched a Concierge app, featuring OpenTable, Uber,
Groupon and delivery.com. “Ordering a pizza, booking a ride, finding local
activities, and reserving a table at a top restaurant are now all possible in just
the touch of a button through the new Hotels.com Concierge”.
• For Hotels.com customers, all available local services will appear in the app on
the day their hotel stay begins, leveraging key location data, such as the
customer's hotel address, to make the process of enhancing their stay with
complementary services seamless and intuitive. “Everything you need for the
perfect trip is right there all in one place.”
• Customers will also have access to special Secret Prices.

Marketing Trends
Service &
Mobile
Concierge
• “The IHG Translator app, available on mobile and Apple Watch,
provides travelers with access to real-time translations across
the world.
• Users can speak directly into the app or select from a range of
pre-loaded phrases to translate from English into different
languages instantaneously”.
o The app contains over 50 phrases in 12 languages, including
slang (2,000 phrases available on paid version)

Marketing Trends
Service &
Mobile
Concierge
• On July 2016, Booking.com launched the Booking
Experiences tool, claimed to “allow travelers to
discover the best a destination has to offer, all
through a mobile device”.
• Booking Experiences is managed entirely within the
Booking.com app.
• According to the company, the app will ultimately
harness Artificial Intelligence technology to predict
individual traveler intent and create a personalized in-
destination experience on demand.
• Once travelers have booked a stay in one of the first
cities to offer Booking Experiences, via a single QR
code in the Booking.com app a traveler can get instant
booking access to all of the participating venues and
attractions in that destination, eliminating the need to
book in advance or wait in lines to buy tickets.

Marketing Trends
Service &
Mobile
Concierge
• Starwood Hotels & Resorts offer a
mobile app for loyal customers under
the name “SPG: Starwood Hotels &
Resorts”.
• The application offers guests different
services intended to make their stay
as convenient as possible, one of
them is the SPG Keyless feature.
• Through the app, guests are able to
use their smartphones to unlock their
rooms, eliminating the need for key
cards.
• Once the SPG app is downloaded,
users can check in to their rooms, get
their room number, and use their
phones as their keys
• The rooms are also equipped with
standard key card locks.

Marketing Trends
Service &
Mobile
Concierge
• Airbnb offers a mobile
app which enables
booking
accommodation;
booking experiences;
discovering places
through
recommendations from
locals.
• The app enables hosts
to update their listing
and calendar availability;
message guests and
manage their
reservations.

Marketing Trends
Service &
Mobile
Concierge
• KAYAK’s Travel assistant - helps plan
and organize the travel
• Lola is a travel
start up, using
human as well
as artificial
intelligence for
concierge
services.

Marketing Trends
Service &
Mobile
Concierge
Panasonic and IBM Watson are reportedly
developing a digital concierge service. The service
will live in a special mirror in a guest’s room that
will allow them to access all of the standard
concierge services they expect from one digital
location.
Starwood Hotels launched ProMeetings , a mobile
application, which enables Starwood Preferred
Guests who are using the chain’s conference
rooms to submit requests directly to employees for
immediate fulfillment.
In June 2016 the Starwood Hotels launched a
partnership with Cvent to offer CrowdCompass.
Atendees can view real-time content like event
agendas, speaker bios, presentations and property
information from their mobile device.

Marketing Trends
Service &
Mobile
Concierge
• Priceline offers a mobile app for
mobile phones, tablets and Apple
watch

Marketing Trends
Service &
Mobile
Concierge
• In 2015 Hilton partnered with Uber. The
collaboration allows members to view hotel
stay information and check-in from the Uber
app.
• In addition, customers can travel to their
hotel in a Uber taxi which they were reminded
to book from their Hilton HHonors app.

Marketing Trends
Service &
Mobile
Concierge
• On December 2016, Priceline launched a new “Road
Deals” feature as a part of its mobile app.
• The feature enables travelers to enter a destination,
and immediately see one-of-a-kind deals and
discounts in real time along their route.
• As the user travels, hotels are automatically refreshed
on the route ahead of them and can be booked within
seconds. The Road Deals feature enables app users
to set preferences based on budget and star-level,
receive hotel recommendations, and book same-day
accommodations en route to their final destination.

Marketing Trends
Internet
of
Things
Disney is offering “Magic Bands”,
sensors that help simplify
everything from guest transport to
dining reservations to itinerary
planning through a tech-enabled
wristband worn by guests.
With Internet of Things (IOT) continued expansion, travel companies are utilizing
connectivity to offer content, special offers, and instant convenience. In addition to
using wearable technology and beacons, Amazon’s Echo (“Alexa”) seems to be
gaining traction in hospitality.
All 4,748 hotel rooms at the Wynn Las Vegas hotel are
set to be equipped with an Echo, Amazon's voice-
controlled speaker. Wynn Resorts CEO Steve Wynn said
that "The ability to talk to your room is effortlessly
convenient." He also referred to the device as a butler in
a video about the Amazon partnership.

Marketing Trends
Internet
of
Things
• On May 2016, Kayak has launched a voice-enabled travel search on
Amazon Alexa which can help users planning their trip, providing them with
practical information to guide the planning process.
• Alexa can Search flights, hotels and rental cars, access Kayak's Flight
Tracker to stay up to date on expected arrivals and departures.
• On November 2016, Expedia launched a new travel updates skill for the
Amazon Alexa service. The Expedia skill for Alexa offers a voice-activated
method to hear details on upcoming trips purchased on Expedia.com with
other features embedded within the skill that allow travelers to ask for
specifics regarding hotel bookings, flight status, loyalty points balance,
rental car reservations, and more.

• TripAdvisor is the world's largest travel site.
• TripAdvisor offers advice from millions of travelers and a wide variety
of travel choices and planning features with seamless links to
booking tools that check hundreds of websites to find the best hotel
prices.
• TripAdvisor branded sites make up the largest travel community in
the world, reaching 390 million average monthly unique visitors, and
reached 435 million reviews and opinions covering 6.8 million
accommodations, restaurants and attractions.
• The sites operate in 49 markets worldwide.
TRIPADVISOR
Source: TripAdvisor 2016

• TripAdvisor, Inc. (NASDAQ:TRIP), through its subsidiaries, manages
and operates websites under 24 other travel media brands:
www.airfarewatchdog.com, www.bookingbuddy.com, www.citymaps.com
, www.cruisecritic.com, www.familyvacationcritic.com, www.flipkey.com,
www.thefork.com, (www.lafourchette.com, www.eltenedor.com, www.ien
s.nl, www.besttables.com, www.dimmi.com.au), www.gateguru.com, ww
w.holidaylettings.co.uk, www.holidaywatchdog.com, www.housetrip.com,
www.independenttraveler.com, www.jetsetter.co, www.niumba.com, ww
w.onetime.com, www.oyster.com, www.seatguru.com, www.smartertrave
l.com, www.tingo.com, www.travelpod.com, www.tripbod.com, www.vac
ationhomerentals.com, www.viator.com, and www.virtualtourist.com.
TRIPADVISOR

• The Priceline Group is the worldwide leader in hotel sales.
• The group over 12,000 employees worldwide in more than 135
offices including New York, Amsterdam, London, and Bangkok.
PRICELINE
Source: Priceline’s website and Priceline’s investor presentation, 2016

EXPEDIA
Expedia has a broad portfolio targeted for different segments:
Homeaway is the company’s home rentals brand; Egencia provides
travel services for businesses and Trivago provides metasearch
services.

EXPEDIA

• TripAdvisor is the world's largest travel site.
• TripAdvisor offers advice from millions of travelers and a wide variety
of travel choices and planning features with seamless links to
booking tools that check hundreds of websites to find the best hotel
prices.
• TripAdvisor branded sites make up the largest travel community in
the world, reaching 390 million average monthly unique visitors, and
reached 435 million reviews and opinions covering 6.8 million
accommodations, restaurants and attractions.
• The sites operate in 49 markets worldwide.
TRIPADVISOR | OVERVIEW

• TripAdvisor, Inc. (NASDAQ:TRIP), through its subsidiaries, manages
and operates websites under 24 other travel media brands:
www.airfarewatchdog.com, www.bookingbuddy.com, www.citymaps.com
, www.cruisecritic.com, www.familyvacationcritic.com, www.flipkey.com,
www.thefork.com, (www.lafourchette.com, www.eltenedor.com, www.ien
s.nl, www.besttables.com, www.dimmi.com.au), www.gateguru.com, ww
w.holidaylettings.co.uk, www.holidaywatchdog.com, www.housetrip.com,
www.independenttraveler.com, www.jetsetter.co, www.niumba.com, ww
w.onetime.com, www.oyster.com, www.seatguru.com, www.smartertrave
l.com, www.tingo.com, www.travelpod.com, www.tripbod.com, www.vac
ationhomerentals.com, www.viator.com, and www.virtualtourist.com.

Source: TripAdvisor Q1 2016 Results, May 2016

TRIPADVISOR | STRATEGY

TripAdvisor increases its
focus on non-hotel
segments, including
attractions, restaurants and
other segments, through its
brands.
In Q1 2016, 14% of
TripAdvisor’s income came
from non-hotel segments.

TRIPADVISOR | WEBSITE
TripAdvisor's Website

• Best of 2016 section offers information regarding attractions and locations
which were given the highest grades by travelers.

• The “Find Things to Do” search engine was launched in order to encourage travelers to
book attractions through the website.
• Jeff Chow, vice president of product, attractions at TripAdvisor said about the “Find
Things to Do” search engine: “The tours and attractions industry has been making
amazing progress in recent years, moving towards adopting the digital and mobile ways
consumers book travel. Our goal is to accelerate this transition by delivering a world full
of local travel experiences to our users, instantly bookable on a smartphone, tablet or
desktop using TripAdvisor.”

• On January 2016, Starwood Hotels & Resorts Worldwide and TripAdvisor
have partnered to make Starwood’s global hotel portfolio accessible on the
TripAdvisor instant booking platform.
• The partnership enables Starwood to market and merchandise its world-
class, lifestyle brands to a unique customer base.
• With TripAdvisor instant booking, users simply click on a “Book Now” button
to initiate a reservation. Travelers are reminded throughout the booking
process that their reservation is powered by Starwood and are provided
links and phone numbers to contact the hotel’s customer service
associates directly; all support inquiries will be handled by Starwood.

• The “Vacation Rentals” section offers home rentals, cabins, cottages and
other accommodation types in 190 countries.

• The reviews on the website require a minimum of 200 characters while
writing a review, assuring detailed reviews.

• On July 2016, TripAdvisor
launched an airline reviews
platform which includes all
major airlines globally.
• The launch was intended to
create a resource for making
more informed air travel
decisions based not only on
the price of the flight, but the
total experience with the
airline.Percentage of travelers who believe
that:
Source: TripAdvisor Survey, 2016

• Customers’ review for Lufthansa on the airline reviews platform

TRIPADVISOR | SOCIAL MEDIA
• TripAdvisor’s Facebook page presents different locations and attractions.

• TripAdvisor’s Twitter account presents different locations.

• TripAdvisor’s Pinterest Page

• TripAdvisor’s Instagram Page

• The “Vacation Rentals” section offers home rentals, cabins, cottages and
other accommodation types in 190 countries.

TRIPADVISOR | MOBILE APPPS
TripAdvisor offers five
apps:
• TripAdvisor for Mobile;
• TripAdvisor for Tablet;
• SeatGuru for flights
related information;
• GateGuru for airport
related information;
• and the fork for
information regarding
restaurants.

TRIPADVISOR | MOBILE APPP
• On November 2015, TripAdvisor
launched a “Travel Timeline” feature
for its mobile app that helps travelers
conveniently log and share
experiences from their trips. Once
activated, the feature automatically
creates a timeline of the places
travelers have visited and the photos
they’ve taken at each location, which
can be viewed in chronological order
or as a route on a map.
• The timeline is private to the user on
their TripAdvisor app, but travelers
can edit their timeline and easily share
it with family and friends.
• The feature uses the phone’s GPS
and motion sensors to predict when
the user is visiting somewhere or if
they are just passing by. Users may
turn Travel Timeline off at any time.

• The Priceline Group is the worldwide leader in hotel sales.
• The group over 12,000 employees worldwide in more than 135
offices including New York, Amsterdam, London, and Bangkok.
PRICELINE | OVERVIEW

Source: Priceline’s investor presentation, 2016

Source: Priceline’s website, 2016

PRICELINE | STRATEGY
Source: Priceline’s investor presentation, 2016

PRICELINE | USP
• Priceline focuses on a “Best Price” proposition.

PRICELINE | WEBSITE
• Priceline’s website

PRICELINE | WEBSITE
• On its website, Priceline is inviting travelers to offer a price for a
stay, flight or car. Travelers who offer the highest price – win.

PRICELINE | WEBSITE
• The “Express Deals” section on the website offers deals for special
prices. The name and hotel of the hotel are revealed only after the
booking is done.

PRICELINE | WEBSITE
• The Last-Minute booking section on Priceline’s website

PRICELINE | WEBSITE
• The Hotel Freebies section on Priceline’s website

PRICELINE | WEBSITE
• Search results include travelers’ reviews. Next to some of the
reviews it is stated that they are written by “verified hotel guests”.

PRICELINE | TV
• In 2016, Priceline launched two humoristic TV campaigns.
• One campaign includes several TV spots narrated by William Shatner that present
disasters caused by a failure to make last-minute travel plans. narrates the spots.
• The second campaign is based on a “breaking news” format which also aims to
show what can happen when you skip an important travel.

PRICELINE | SOCIAL MEDIA
• Priceline’s YouTube
channel presents
the spots of its TV
campaign as well as
“behind the scenes”
videos.

• Priceline’s Facebook page promotes accommodation locations and
new features.

• Priceline’s Twitter Account promotes Priceline new features, contests
and booking hotels and attractions.

• Priceline’s Instagram page

PRICELINE | MOBILE APPS
• Priceline offers a mobile app for mobile phones, tablets and Apple
watch

• Features of the mobile app

• On December 2016, Priceline launched
a new “Road Deals” feature as a part of
its mobile app.
• The feature enables travelers to enter a
destination, and immediately see one-of-
a-kind deals and discounts in real time
along their route.
• As the user travels, hotels are
automatically refreshed on the route
ahead of them and can be booked within
seconds. The Road Deals feature
enables app users to set preferences
based on budget and star-level, receive
hotel recommendations, and book
same-day accommodations en route to
their final destination.

Booking.com B.V., part of the Priceline Group, owns and operates
Booking.com, the world leader in booking accommodations online.
In the second quarter of 2015, Booking.com accounted for around 85 percent
of Priceline Group's $2.28 billion in revenues.
Gillian Tans is the company’s CEO since April 2016.
Established in 1996, Booking.com is available in more than 40 languages, and
offers 1,035,000 active properties in 227 countries and territories.
Booking.com B.V. is based in Amsterdam in the Netherlands, and is supported
internationally by 184 offices in over 70 countries around the world.
The Booking.com reservation service is free.
BOOKING.COM | OVERVIEW
Source: Booking.com’s website, 2016

BOOKING.COM | WEBSITE
Booking.com homepage

Filters help the customers save time when
choosing their stay
A meter on top tells you if the destination
is a top choice with fellow travelers on
your selected dates

• The website
mentions how
many bookings did
every property
experience today.

• The reviews on the
website are
claimed to be
“100% verified”

• The booking process: after customers choose a
property, they are offered available room types

• The website offers a personal zone through which users
can choose their preferences which are then saved for
future reservations.

• Under the “Trips for a Lifetime” section, the website offers a
personalized trip according to interests and preferred
locations.

BOOKING.COM | WEBSITE | STATISTICS
• According to SimilarWeb, direct traffic
is the leading source of visitors to the
site, suggesting that brand awareness
in the mind of travelers is very high.
• 19.40% of Booking.com’s website
traffic on October 2016 was from
referrals, significantly led by Trivago,
while only 1.44% of traffic was from
social media, mostly from Facebook.

BOOKING.COM | MOBILE APP
• Mobile plays a significant part in
Booking.com’s strategy, with the
travelers’ ongoing shift to Mobile.
• The app, for both iOS and Android,
allows users to use their booking
information and search the site
through their mobile.

• On July 2016, Booking.com launched
the Booking Experiences tool, claimed
to “allow travelers to discover the best
a destination has to offer, all through a
mobile device”.
• Booking Experiences is managed entirely
within the Booking.com app.
• According to the company, the app will
ultimately harness Artificial Intelligence
technology to predict individual traveler
intent and create a personalized in-
destination experience on demand.
• Once travelers have booked a stay in one
of the first cities to offer Booking
Experiences, via a single QR code in the
Booking.com app a traveler can get
instant booking access to all of the
participating venues and attractions in that
destination, eliminating the need to book
in advance or wait in lines to buy tickets.

• On May 2016, Booking.com launched
Booking Messages interface, a chat-
inspired communication platform that
enables customers and accommodation
providers to connect with each other
from the moment a booking is made.
• The Booking Messages interface features
automatically pre-translated templates for
certain predefined requests, including
arranging check-in and check-out times, as
well as questions about parking and bed
preferences—all in real-time and with a
familiar, chat-like interface.
• According to Booking.com, “75% of our
customers prefer self-service options to take
care of simple requests”, the interface
allows them to customize and manage their
trips conveniently.

• In January 2015, Booking.com
launched the Booking Now app,
claimed to be “the first truly
global app for spontaneous
bookers”.
• The app has been positioned as a
way to serve guests who are
looking for hotel stays within 48
hours or less.
• However, the company axed the
app after 20 months in service.
• Booking.com says despite last-
minute demand still being on the
rise, such requirements are “best
met through our regular
Booking.com app”.

BOOKING.COM | COMPLIMENTARY SERVICES
• Booking.com website offers links to complimentary services,
including car rentals, flights booking, restaurant reservations,
villas and vacation homes rental.
• The services are either provided by Booking.com or by other
companies which are part of the Priceline Group, such as Kayak
(flights booking) and OpenTable (restaurants reservations).

• Through Villas.com, booking.com offers vacation homes,
apartments, villas and more.
• Booking.com reported a growing interest in non-traditional rentals.

Rentalcars.com

OpenTable for
restaurants
reservations,
also a part of
the Priceline
Group

BOOKING.COM | PROFESSIONAL SERVICES
Booking.com
offers travel
agents to use its
platform, claimed
to provide a all-in-
one product

• Booking.com launched
Booking.com for Business
platform in 2015 to service
unmanaged business
travelers (travelers whose
companies don’t have a
formal travel policy). The
company said that 1 in 5
bookings on the website is for
business travel.
• The Booking.com for
Business allows travel
managers and assistants to
book on behalf of others.
Travelers are also given
exclusive access to special
deals and complimentary
extras at select properties.

• Booking.com offers
Pulse application for
property partners.
• The app allows
property managers to
stay up-to-date on
arrivals, departures,
new bookings,
cancellations,
modifications, and
reviews.
• In addition, managers
can interact with their
guests, through a live
chat platform, and
more.
• The app is available for
both iOS and Android.

• Property owners can
add the Booking Button
to enhance their
property website.
• The button links their
website to the
Booking.com
reservation engine and
displays their
availability for them.

• In June 2016, Booking.com launched two free, on-demand,
data-driven products to its accommodation partners
worldwide.
• The tools, Booking.com Analytics and the Opportunity
Centre provide actionable data and advice delivered in real time,
powered by a customizable dashboard.
• According to Booking.com, “our partners are hungry for more data
and actionable insights to help them increase the revenue they
make via our platform. These new tools provide our busy partners
with access to relevant data and advice when it’s convenient for
them”. It’s all about hyper-customised content delivered in real-
time so our partners can take their businesses to the next level.”
• The Booking.com Analytics dashboard currently features four
main reports, including two sales performance reports.
• The Opportunity Centre allows partners to select the most
relevant options for their property, and instantly implement them to
enhance their listing and grow their business through
Booking.com.

BOOKING.COM | SOCIAL MEDIA
• Social media is perceived by Booking.com’s Chief Marketing
Officer as channels used to engage with customers more on an
inspirational level, since social media is inherently content-driven.
• For example, much of the conversation today on Facebook is
about travel, and much on Instagram is about travel, as
consumers are craving for sharing travel experiences or
discussing travel in social channels. Booking.com aims to add
value to these conversations.
In 2015, Booking.com invited
consumers through social
media to submit pics of their
summer adventures, then
turning its favorites into
animated GIFs.

• The Booking.com Facebook page mainly offers pictures that
link to hotels and locations on the website.

• Booking.com on Twitter

• The YouTube
Channel
features links
to local
Booking.com
YouTube
channels

• Booking.com on
Google+

• Booking.com on
Instagram

• Booking.com on Pinterest

• Agoda was established in 2005.
• In 2007, Agoda was acquired by The Priceline Group.
• “Agoda focuses solely on hotel bookings. Agoda is one of the fastest-
growing online hotel platforms worldwide, listing hundreds of thousands of
hotels and providing services in 38 different languages. Agoda employs
more than 2,500 travel professionals, representing more than 20 countries”.
AGODA | OVERVIEW
“We offer instant confirmation for every one of our hundreds of
thousands of listed hotels, and, unlike some websites, we don’t
make customers wait for confirmation from the hotel”

• “PointsMAX is a new way to earn benefits when you book accommodation
on Agoda.com. It’s simple – choose your favorite loyalty program, and you’ll
earn points toward that program with every booking you make with us.”
AGODA | LOYALTY

• Agoda’s homepage
AGODA | WEBSITE

• The website includes reviews different properties according to the search
based on the chosen location and dates.
AGODA | WEBSITE

• Once you click through, you get statistics of when the last booking of the room
was, and how many people are thinking about booking it right now:
AGODA | WEBSITE

AGODA | WEBSITE
“Agoda’s hotel reviews are 100 per cent authentic. Submitted by customers after
they have completed their hotel stay, we have over 10 million verified hotel reviews”

AGODA | ENCOURAGING SOCIAL MEDIA SHARING
• Agoda has created an online “community” of like-minded land divers to
share their superior tourism experiences via social/video channels like
WeChat, Youku and Weibo.

• Agoda Facebook page
AGODA | SOCIAL MEDIA

• Agoda Instagram page

• Agoda Twitter page

• Agoda Google+ page

• Agoda YouTube channel presents the spots of its TV campaign as well as travel-
related videos

• Agoda offers a mobile app for iOS and Android “with the full functionality of
the Agoda website”.
AGODA | MOBILE APPS

• Kayak is a global online travel company.
• The company is an independently managed
subsidiary of The Priceline Group.
• KAYAK is available in over 40 international sites
and 20 languages.
• Each year it processes 1.5 billion queries for travel
information, and its mobile app has been
downloaded over 40 million times.
KAYAK | OVERVIEW
We search the other travel sites, from
online travel agencies to airlines, hotel and
rental car websites and show you all the
information you need to make the best
travel decisions”.

• Kayak’s homepage
KAYAK | WEBSITE

• KAYAK hotel search results provide aggregated user review information
from leading travel sites. Each hotel result includes an aggregated user
rating score, review summaries from the reputation data management
experts at TrustYou, and millions of verified reviews from leading travel
sites including Booking.com, Travelocity and priceline.com.
KAYAK | WEBSITE

• The vacation package search allows travelers to compare several vacation
package sites along with a combined KAYAK flight and hotel search.
KAYAK | WEBSITE

In-flight amenities
• KAYAK has teamed up with Routehappy, a data-driven company that has
searched and scored in-flight amenities for major airlines. It knows if you
have to pay for Wi-Fi and whether or not you get your own TV screen.
KAYAK | WEBSITE

• Travel assistant - helps plan and organize the travel
KAYAK | WEBSITE

• Activity search
KAYAK | WEBSITE

• Kayak explore is an open ended search engine powered by Google Maps,
that enlists flights based on a number of parameters like budget, flight
schedule, weather and geography.
KAYAK | WEBSITE

• On May 2016, Kayak has launched a voice-enabled travel search on
Amazon Alexa which can help users planning their trip, providing them with
practical information to guide the planning process.
• Alexa can Search flights, hotels and rental cars, access Kayak's Flight
Tracker to stay up to date on expected arrivals and departures.
• To jump-start trip planning and flight tracking, those with an Alexa-enabled
device including Amazon Echo, Echo Dot, Amazon Tap or Amazon Fire TV,
can turn on the Kayak skill in their settings menu in the Alexa app. From
there, users just need to tell Alexa to "Open kayak" or "Ask kayak" to get
started.
KAYAK | IoT

• Kaya offers a mobile app for mobile phones, tablets and Apple watch.
• The app includes an in-app security wait-time estimate, integrated airport
terminal maps
KAYAK | MOBILE APP
• Quickly access your travel
plans on your Apple Watch
• Receive notifications when
hotel or airfare prices change
to book the best option
• Receive real-time flight status,
gate change and baggage
claim alerts

• Kayak Facebook page
KAYAK | SOCIAL MEDIA

Kayak on Facebook messenger
• “Within seconds, we’ll search hundreds of travel
sites at once to find you the information you need on
flights, hotels, rental cars and things to do. We’ll
even keep you up-to-date on your travel plans and
help you manage your trip, without ever leaving
Facebook”.
• “Start by messaging us with your travel plans (e.g.
flights to Boston tomorrow) and we’ll search
hundreds of sites at once for the info you need.
Then, we’ll message back with a summary of your
results or curated suggestions. You can also receive
real-time notifications for gate changes, flight delays
or check-in status. You can also access your
bookings and other details for your Trips through
Messenger”.
• “If you are looking for some inspiration, just ask the
bot “where can I go for $700” (or whatever amount
you choose) and we’ll give you available options
within that budget”.

• Kayak Instagram page

• Kayak LinkedIn page

• Kayak on twitter

• Kayak YouTube channel presents the spots of its TV campaign

• “Founded in August of 2008 and based in San Francisco, California, Airbnb
is a trusted community marketplace for people to list, discover, and book
unique accommodations around the world — online or from a mobile phone
or tablet.
• “Airbnb connects people to unique travel experiences, at any price point, in
more than 34,000 cities and 191 countries. And with world-class customer
service and a growing community of users, Airbnb is the easiest way for
people to monetize their extra space and showcase it to an audience of
millions.”
AIRBNB | OVERVIEW

• The Website is aimed for hosts, potential hosts and guests.
AIRBNB | WEBSITE

• The Website presents potential hosts with hosting options.
AIRBNB | WEBSITE

• Potential hosts can use the calculator on the website to see
their expected income from hosting considering factors of the
type of accommodation and location.
AIRBNB | WEBSITE

• Airbnb offers accommodation and complimentary services for business
travelers.
• On June 2016, Airbnb announced the launch of a new tool that allows
employees to book business travel for co-workers.
• According to the company, “as business travel has tripled in growth on Airbnb in
2016, this new feature allows business partners like travel managers and
executive assistants to be able to book Airbnb listings on behalf of other
employees. This new tool adds a whole new dimension to the way companies
are able to book listings for all their business travel needs.”
AIRBNB | BUSINESS TRAVEL

• Airbnb commits to $1,000,000 host guarantee in case of
accidental damage.
AIRBNB | WEBSITE

Airbnb presents
hospitality guidelines.
The guidelines relate to
the following issues:
• Availability
• Communication
• Commitment to
Reservations
• Check-In
• Accuracy
• Cleanliness
• Overall Experience
AIRBNB | WEBSITE

Airbnb Facebook page
AIRBNB | SOCIAL MEDIA

Airbnb Instagram page

Airbnb Twitter Account

Airbnb Pinterest page

Airbnb YouTube channel
contains videos in different
categories:
1. Airbnb open 2016 | Los Angeles
which focuses on a festival held this
year.
2. Airbnb stories
3. What is Airbnb - explaining about
Airbnb, the booking process etc. The
videos also aim to convince the
viewers that Airbnb is safe
4. The hosts of Airbnb
5. Discover Airbnb
6. Night At on Airbnb: Dream Stays
Around the World

• Airbnb offers a
mobile app, Airbnb.
• The app is designed
for both iPhone and
iPad and offers
iMessage App for
iOS.
• It offers Apple Watch
App for iPhone.
AIRBNB | MOBILE APP

• The app enables
booking
accommodation;
booking experiences;
discovering places
through
recommendations from
locals.
• The app enables hosts
to update their listing
and calendar
availability; message
guests and manage
their reservations.
AIRBNB | MOBILE APP

Expedia, Inc. is an online travel
company, empowering business and
leisure travelers with the tools and
information they need to efficiently
research, plan, book and experience
travel.
The company manages a dynamic
portfolio of travel brands, including its
majority-owned subsidiaries that
feature the world’s broadest supply
portfolio.
The company make available, on a
stand-alone and package basis, travel
products and services provided by
numerous airlines, lodging properties,
car rental companies, destination
service providers, cruise lines and
other travel product and service
companies.
EXPEDIA | OVERVIEW
Source: Expedia Inc.

EXPEDIA | OVERVIEW
Source: Expedia Inc

EXPEDIA | WEBSITE
Expedia’s website

EXPEDIA | WEBSITE
The website offers links to trip planning information such as flights,
vacation packages, Expedia’s websites for different countries and more.

EXPEDIA | BLOG
Expedia operates a blog for travel-related issues under the name
“view finder”.
The blogs offers “stories” which can be sorted by different categories

EXPEDIA | SOCIAL MEDIA
Expedia Facebook Page
The page features a “Book Now” button which directs to the website

Expedia Twitter Account
The page mainly aims to encourage travelers to plan a trip to different
locations

Expedia YouTube channel offers travel-related videos.
The videos are sorted according to different categories: One Day in
an Amazing City, Popular Destinations, Expedia Travel Destinations
divided to different regions and Travel Blog | Expedia Viewfinder.

Expedia
Instagram
page

Expedia Pinterest page

Expedia Google+ page

EXPEDIA | IoT
• On November 2016, Expedia launched a new travel
updates skill for the Amazon Alexa service, giving
customers the ability to interact with Alexa-enabled
devices such as the Amazon Echo and Echo Dot to
receive travel updates and information.
• The Expedia skill for Alexa offers a voice-activated method
to hear details on upcoming trips purchased on
Expedia.com with other features embedded within the skill
that allow travelers to ask for specifics regarding hotel
bookings, flight status, loyalty points balance, rental car
reservations, and more.

ACCORHOTELS | OVERVIEW
• AccorHotels group is the
world's leading hotel
operator and market leader
in Europe.
• It is present in 95 countries
with more than 4,100
hotels and 570,000 rooms.
• AccorHotels provides an
extensive offer including
complementary brands—
from luxury to economy:
Sofitel, Pullman, MGallery,
Novotel, Suite Novotel,
Mercure, ibis, ibis Styles,
ibis budget, hotelF1 as well
as Thalassa sea & spa.

ACCORHOTELS | OVERVIEW
Geographic Division

ACCORHOTELS | STRATEGY
• During the second half of 2016,
AccorHotels acquired John Paul,
a concierge services company.
• The acquisition values John Paul at
US$150 million.
• John Paul employs over 1,000
employees around the world and is
very active in the travel industry.
• According to AccorHotels , the
acquisition “will leverage John
Paul’s expertise to take the Group’s
strategy – placing customers at the
center of everything it does – to the
next level, and to generate new
revenue streams from services.”

ACCORHOTELS | LOYALTY
• On July 2016, Hertz car rental provider, and AccorHotels, have partnered to
provide AccorHotels’ loyalty program members with special car rental offers,
including exclusive benefits, globally.
The benefits include:
• A discount of 10% on prepaid and non-prepaid Hertz Classic retail rates
worldwide, including Hertz Green, Prestige, Family and Fun Collection
vehicles.
• One additional driver at no extra cost.
• One Reward Rental Day for members who enrol in the Hertz Gold Plus
Rewards® program, via receipt of 900 points upon joining.
• Complimentary one-car-class upgrades, depending on the Le Club
AccorHotels member tier.
• Five Le Club AccorHotels points per euro spent on car rental with Hertz.
• Access to a delivery and collection service (according to Hertz terms and
conditions).
• Hertz Gold Plus Rewards tier matching for Le Club AccorHotels Silver, Gold
and Platinum members.
• The partnership expands Hertz’s presence across key global markets.
• The partner agreement runs until March 2019.

ACCORHOTELS | LOYALTY
From the AccorHotels members section

ACCORHOTELS | PROFESSIONAL SERVICES
• AccorHotels provides
services targeted for
business travelers,
meeting and events
planners as well as for
travel professionals
such as travel agents
and tour operators.

ACCORHOTELS | PROFESSIONAL SERVICES

ACCORHOTELS | WEBSITE
AccorHotels website

Finding a hotel by destination, brand, theme, or by “inspire me”

The website
offers city
guides

• The early
booking on the
website offers
special deals for
travelers who
book a room a
long while in
advance.

ACCORHOTELS | SOCIAL MEDIA
• AccorHotels
Facebook
page contains
a “Book Now”
button which
leads to the
website.

• AccorHotels
Twitter account
focuses on
different locations
around the world.

• The YouTube channel presents videos of recipes, attractions and destinations.

• The AccorHotels’
Instagram page

• The AccorHotels’ Pinterest account

• The AccorHotels’ Google+

• IHG (InterContinental Hotels Group), established in 1946, is one of the
world’s leading hotel companies. The company operates more than 5,000
hotels and over 744,000 guest rooms in nearly 100 countries, and has over
1,300 hotels in development.
IHG | OVERVIEW

• “Our strategy for high-
quality growth focuses on
strengthening our diverse
portfolio of differentiated
brands, building scale in
key markets, creating
lifetime guest relationships,
and delivering revenue to
hotels through the lowest-
cost, direct channels.
• Our strategy is underpinned
by great technology and our
proposition to third-party
owners is highly
competitive and drives
superior returns”.
IHG | STRATEGY

IHG | STRATEGY
Source: IHG Commercial Strategy presentation, September 2016

• “We operate in the most attractive markets for IHG and in the highest
opportunity segments based on guests’ occasion needs, with an asset-light
business model – franchising and managing hotels rather than owning
them”.
IHG | STRATEGY

• IHG Rewards Club has almost 94 million members, making it the largest
hotel loyalty program.
• IHG®
Rewards Club Credit Card offers: “Annual Free Night Worldwide,
Earn 5 points per $1 spent when you stay at our hotels, Earn 2 points per
$1 spent on purchases at gas stations, grocery stores, and restaurants,
Earn 1 point for every $1 spent on all other purchases, Automatic 10%
point rebate, Platinum Elite Status”
•
IHG | LOYALTY

IHG | LOYALTY
Source: IHG Commercial Strategy presentation,
September 2016

• On May 2016, IHG has joined the industrywide push for direct bookings by
offering discounted rates to loyalty members who choose their hotels
directly from the brand's website. The “Your Rate by IHG” Rewards Club
is an exclusive rate for IHG Rewards Club members making direct
bookings. The program is launching at IHG hotels in the Americas and
Europe, with plans to debut in the Middle East, Africa and China later this
year.
• On September 2016, IHG has established a new rewards program with
sampling and data collection company SSI called “Opinion Check-In”.
• IHG Rewards Club members can earn points by taking part in surveys and
sharing their opinions.
IHG | LOYALTY

IHG | PRICING
September 2016

IHG | DIGITAL EXPERIENCE
September 2016

• IHG website features links to IHG brand web pages
IHG | WEBSITE

IHG | WEBSITE
• Search filters

IHG | WEBSITE
• Search by category: kid friendly, beach vacations, foodie destination etc.

IHG | REWARD POINTS
• The booking process with reward points: Customers can choose a range of
points they would like to stay within. If the customer only have a certain
amount of points, he can search for that amount, or can buy more points.
IHG allows to combine cash and points for the reservation purchase.

IHG | WEBSITE
• The point values appears underneath the "check rates" box for each hotel,
showing different increments and points as well as cash combo options.
• The result can be sorted by "rates“.

IHG Facebook page
• The page presents a “Book Now” button which directs to IHG website
IHG | SOCIAL MEDIA

• IHG Twitter page
IHG | SOCIAL MEDIA

• IHG LinkedIn page
IHG | SOCIAL MEDIA

• IHG YouTube channel contains videos in different categories:
1. IHG corporate brand
2. Brands
3. People
4. Responsible business
• it also features links to IHG brands’ YouTube channels
IHG | SOCIAL MEDIA

• IHG offers mobile apps for mobile phones, tablets and Apple watch.
• “The IHG app makes it easier than ever to find, book and manage
your stays. Use your location to find nearby hotels, find hotels
anywhere or book a past stay with 3 simple steps. One touch access
to your hotel information. You can check availability, services, offers,
reviews for each hotel and get directions to your hotel”.
IHG | MOBILE APP

• “The IHG Translator app, available on mobile and Apple Watch, provides
travelers with access to real-time translations across the world.
• Users can speak directly into the app or select from a range of pre-loaded
phrases to translate from English into different languages instantaneously”.
o The app contains over 50 phrases in 12 languages, including slang (2,000
phrases available on paid version)
o A voice-to-voice translator with access to 10 translations (unlimited
translations available on paid version)
o 1 language audio lesson (15 audio lessons available on paid version)
o A 10,000 word offline dictionary
o Currency converter and tip calculator
o Live Translator for 180 languages (for a fee)
IHG | MOBILE APP

• In October 2016, IHG announced the launching of “virtual reality
experience” In china through a strategic partnership with HTC
Corporation (“HTC”), a pioneer in innovative, smart mobile and
virtual reality (VR) technologies.
• Guests will be able to try VR in a “Vive Zone”, which offers gaming,
entertainment and interactions in a fully immersive digital
generated environment. Guests will also have the opportunity to
enjoy Vive line of VR content through Viveport application store for
a fully digitalized entertainment moment in their own rooms.
IHG | VIRTUAL REALITY

Thank You!
The research was conducted by: Schieber Research
Market Research & Competitive Intelligence
www.researchci.com | hamutal@researchci.com
More articles and researches on Carmelon Digital
Marketing website:
http://www.carmelon-digital.com

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