Outline of the the business model and the business opportunity with PersonaHolidays - The technology that will disrupt travel search, bookings and marketing. The slides look at several business models. The game changer is to help Hotel Chains, Associations and Destination Marketing Organization. To give chains a chance to win back market share for direct bookings. This is where the best value can be passed on to travelers. it is the answer to OTA domination of the marketing channels. More info: http://FascinatingTravelers.com/business Live Demo http://FascinatingTravelers.com/barbados

1. Person Holid ys
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PersonaHolidays Business Model
A Game Changer
PersonaHolidays
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2. Person Holid ys
PPersonaHolidays
Game Changer
here is how and why the change is coming
We have developed a technology that we
believe will have a significant impact on the
way travelers search, plan and book holidays
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3. Person Holid ys
PPersonaHolidays
Travelers Love it
We know that Travelers love it and they stay
longer on site and do more!
500% more Engagement
When we installed just the interactive visual
search component on our site - engagement
went up 500 %
300 % more Conversion
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4. Person Holid ys
PPersonaHolidays
PersonaHolidays
We are calling the application
PersonaHolidays - It is
the fastest, most interactive, immediately
responsive visual system in travel
Our advanced search, filtering and personality matching uses technology perfected in nuclear and chemical engineering which has never before applied to travel before.
e result is stunning interactions that are explosively fast with pages that dance in immediate response to every click.
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5. Person Holid ys
PPersonaHolidays
Real Breakthrough
is Personality Matching
PersonaHolidays’ real breakthrough is that it
silently creates a travel persona for every
visitor and matches them with holiday
experiences based on personality
All at the Speed of thought!
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6. Person Holid ys
PPersonaHolidays
Inference Engine
e core is an inference engine that analyses
travelers every interaction and creates the travel
personas.
Featuring their individual psychological
preferences, likes, needs and moods that are ..
matched with hotels of like character
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7. Person Holid ys
PPersonaHolidays
98% Spot on
Recommendations
e feedback we received on test with real
travelers had a 98 % accuracy rating - only 2%
found it not right for them
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8. Person Holid ys
PPersonaHolidays
Reason to Book
It will give travelers a reason to book with the
hotel directly rather than OTAs that do not
understand them, is not personal and does
not match them with holiday that fit their
personality
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9. Person Holid ys
PPersonaHolidays
Travelers Want
Personal Recommendations
Too many times we see reports and studies that
travelers want more personalization and are
frustrated with SEARCH that show all the
same search options; amenities, location &
price
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10. Person Holid ys
PPersonaHolidays
Frustrated Travelers
Visit 30 sites
We know that travelers look at 30 or so sites
before making a booking, Frustrating as all
option in search are exactly the same.
Travelers are looking for experiences that
cannot be described by amenities, price and
location.
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11. Person Holid ys
PPersonaHolidays
Traditional Search - no Sense
of Ambience & Personality
Without Personality matching travelers get the
same old amenities search that does nothing to
understand them
This leaves many travelers frustrated with
search and unhappy with vacations
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12. Person Holid ys
PPersonaHolidays
We Know Hotels
Personality
Most importantly we take the time to
understand what makes a hotel truly special,
based on personal knowledge, brand
psychology assessment, and feedback from
real guests
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13. Person Holid ys
PPersonaHolidays
Give Chains a Chance
We plan to give hotels chains & destinations a
tool to make travelers want to book with them!
Something the OTAs don’t offer!
Understanding who they are and fitting them
perfectly with hotel that match
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14. Person Holid ys
PPersonaHolidays
Only 1% Commission
At only 1% of their booking they can afford to
give travelers a great value as they will not have
to pay the OTAS commission of 15 to 30%.
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15. Person Holid ys
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Proof
Travelers stay longer, do more
and love the experience
PersonaHolidays
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16. Person Holid ys
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Travelers stay longer and do more
0.53 3.44
0.53 3.44
500% Increase in Engagement
PersonaHolidays
Visual Bookings was installed on barbados.org in 2013 - it had an immediate impact as shown above.
The new system was interactive and immediate whereas the old system was iterative.
We went from directory lists to a dynamic system that was faster than any hotel search and bookings.
This visual bookings system did not have personality matching which would have boosted the numbers.
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17. Person Holid ys
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3 times more clicks
0.924
2.989
300% Increase in Conversion
PersonaHolidays
Conversion was when a travel clicks off to the hotels website.We do not know what their close rate was, but we did
increase the leads by 300% at that time. Or aim now is to test all this out with a live hotel chain and track all to
completion of a successful booking.
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18. “This system
knows me
better than
I know myself”
Person Holid ys
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User Feedback
Survey
- Reliable
Experience
- Spot on
Uniquely fast
No one does what it does
User’s Comment
- Intelligent
PersonaHolidays
“This system
knows me
better than
I know myself”
In our
survey,
587 voted
that it captured
their interest;
7 did not
Travelers Stay Longer,
do more and love personalization
Traveler
considered
delaying wedding:
“The choice was
perfect. But it was
going to be closed
for the dates.”
In our
speed tests,
it was
7 times faster
than the
competition
“This system
knows me
better than
I know myself”
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19. Person Holid ys
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Team
PersonaHolidays
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20. Person Holid ys
PNoted for out-of-the-box thinking, Ian won e Atlantic Canada Business
Innovation Grant for geographic data sharing (info-atlas) between private
sector, education and government.
PersonaHolidays
Ian moved the idea of an info-atlas to the Caribbean and started the Barbados Tourism Encyclopedia in 1994
(3 million unique visitors/year). e company developed one of the first dynamic packaging systems using
matchmaker technology. It created one of the first booking engines for independent small hotels on Facebook
and was featured in the New York Times for its use of social media in tourism.
Graduated Concordia University - First Class Honors; B.Com. Marketing & Business Systems
Concordia and McGill University - Masters Computer Science M.Sc ABT
Kathy-Lynn Ward has been leading a team of web developers and programmers at AXSES SCI Tourism
Development from its inception in 1995.
Kathy is the creative genius responsible for development of the arcRes Bookings Platform, the Facebook
Booking Engine, Bookable-ads, Visual Bookings and the new PersonaHolidays.
Kathy-Lynn Ward won the Award of Excellence for Tourism Services at the Barbados Tourism Awards in
2009. She is considered to be one of the brightest minds in computer programming in the Caribbean.
Graduated University of the West Indies - First Class Honors; B.Sc. Computer Science
Advanced Google Analytics Certified Professional
Kathy-Lynn Ward, COO AXSES
Author: Marketing Hotels and
Tourism Series (i)| Rogues in
Paradise*
Publisher/Manager of the
West Indies Cricket section
of the international website
Rivals.com
Ian R. Clayton CEO AXSES, Author/Publisher
i. Website, Digital Media*, Technology*
* coming soon
AXSES AllCast Marketing & Production
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21. Person Holid ys
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Case Study
PersonaHolidays
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22. Person Holid ys
PPersonaHolidays
Implement
a Real Destination or
Hotel Chain
We need a real life reference - with an authority
Destination or hotel chain that we can showcase
as successful example
Also we need live 3rd party hotel data to refine
our matching systems and automate hotel
branding assessment
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23. generates the travel matchwords
and updates supplier data
Person Holid ys
PPersonaHolidays
Suppliers
Hotel
Resort
Villa
Apartment
B&B
Attractions
Activities
Fascination Advantage®
Branding
acRes Systems
behaviour
analysis
matches travelers
and hotels by
personality
immediate, intuitive, visual
personalized travel planning
Immediate Personal
Recommendations
Matchwords
Engine
dynamic
friendlyfun-loving
serene
adventure
quietstylish
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24. Person Holid ys
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Business Model
PersonaHolidays
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25. Person Holid ys
PPersonaHolidays
ere are 3 major business options
1. Partner with Destinations, Hotel Associations & Chains - is the primary market - it
is where will refine the technology and assumptions. It is a low cost of entry as chains
have established traffic we will tap into. e technology transferred is Matchmaker.Travel
2. Setup our Own PersonaHolidays Channel - is is most expensive as we will be
competing for business with OTAs - Priceline and Expedia spend $8 Million pa in
advertising - more that the 5 largest chains together. We may well enter this market in
stage 2 using the metasearch, SEO and paid ads.
3. Sell Technology to OTAs - We feel this is the least disruptive option. OTAs dominate
marketing and hotel are seeking ways to compete as OTAs largely commoditize hotel
rooms. e technology Matchmaker.travel is unique and OTAs are a potential buyer.
Business Models
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26. Person Holid ys
PPersonaHolidays
Prospective
Market
Sector
Model
1
-­
Hotel
Chains
ere are 1 million hotels worldwide with annually revenue of $550 billion (i)
e top 10 hotel Chains account for $70 US billion in revenue (ii)
Conservatively if Persona is able to do business with 1% of just this market we are looking at
700,000,000 gross revenue (ii). -
At a license of 1% = 7 Million Revenue PA
Notes
1.
http://www.hospitalitynet.org/news/4073336.html
11.
https://www.statista.com/statistics/273064/revenue-­‐of-­‐the-­‐largest-­‐hotel-­‐groups-­‐worldwide/
Destinations/Chains
Potential
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27. Person Holid ys
PPersonaHolidays
More Info
e Travel-MatchMaker Engine
http://Matchmaker.Travel
Powering PersonaHolidays and Destinations Brand Marketing
Live Installation: Personaholidays Application
http://Start.PersonaHolidays.com
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28. Person Holid ys
PPersonaHolidaysContact US
Please contact iclayton (at) axses.com
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