Presentation by Siddharth Dabhade (head of industry - travel at Google)

1. Mobile in Hospitality : Trends
and Opportunities
April 2013
Siddharth Dabhade – Head of Industry - Travel

2. “We see the emergence of the post-PC world and we are
embracing it as an opportunity to reach our audience on
whatever piece of glass they choose to use, with an
experience appropriate for each device”
Director of BBC Future Media, Ralph Rivera

3. Agenda
1 Mobile is here and now.
2 Consumer behaviour and hospitality.
3 What is the world doing?
4 The way ahead.

4. Mobile is Here & Now

5. Not just metros, small towns too!

6. 98%
Reach amongst 15-34 SEC
AB. Highest across all
medium
72mins
Time spent on smartphone >
other media
Source : 3D TGI 2011 / Nielsen Informate Source : IRS 2012 AI Urban Q1 (All SECs 12 years+) & Nielsen informate insights
Insights

7. Expected to reach 310M+ by 2015
400
350
38
300
250 120
200
150
53
100 190
63 44
50
40 26 40
0 11
2005 2010 2012 2015
Mobile PC + Mobile PC only
Source: Google Internal, Google-Mckinsey Study, market analysis

8. Mobile evolution: Smartphones are transforming consumer behavior
Video Social
Highest in India across the
76
73
Mobile Video & Social
66
49 52
47 46 48
43 40
29
26 25 26
Media usage:
24
21 19
12 12 14 13 14 11 11
globe
China India UK US China India UK US
High Usage Med Usage Low Usage
Mobile Usage / Activities
Search 98%
App Store 98%
Chat 90%
Social Networking 89%
Webmail 88%
Video Streaming 70%
News 58%
BFSI 43%
Shopping 41%
Source: Ipsos India Mobile Consumer Insights study; Nielsen Mobile Informatics 2012

9. 1/5th of Hotel queries come from a mobile device now
2012
Desktop All Mobile Desktop: 18%
180 All Mobile: 61%
160
2011
Desktop: 27%
All Mobile: 133%
140
120
80%
100
80
60 87%
40
20
20%
13%
0
Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12
Sources: Google Internal Data, January 2013; Hotels & Accommodation Category

10. 0
200
400
600
800
1000
1200
Jan-10
Feb-10
Mar-10
Apr-10
May-10
Jun-10
Jul-10
Aug-10
Sep-10
Oct-10
Nov-10
Dec-10
Jan-11
Feb-11
Mar-11
All Mobile
Apr-11
May-11
HED
Jun-11
Sources: Google Internal Data, January 2013; Holidays & Vacation Category
Jul-11
Aug-11
Tablet
Sep-11
Oct-11
Nov-11
WAP
Dec-11
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Jul-12
Aug-12
HED has overtaken WAP in Hotels queries
Sep-12
Oct-12
Nov-12
Dec-12

11. Trend of Hotel Specific Queries
HED
TABLET
2011 Jan 2011 Jun 2011 Dec 2012 Jan 2012 Jun 2012 Dec
• HED volumes on accommodation related queries have grown by 410% YoY (Dec’11 to Dec’12).
• Tablet volumes on accommodation related queries have grown by 260% YoY (Dec’11 to Dec’12).

12. Consumer Behavior

13. US mobile travel bookings to top US$ 25B by 2014
By 2014, Mobile revenue will be 18% of the online market and 8% of the total travel market
in the US
Mobile Bookings (US $B) Mobile as share of Online Market
Mobile as share of Total Travel Market
$30 20.0%
Billions
18%
18.0%
$25
16.0%
14.0%
$20 13%
12.0%
$15 10.0%
8%
8.0%
6%
$10 5% 6.0%
2% 4.0%
$5 3%
0.4% 1% 2.0%
0.2%
$0.4 $2.7 $7.9 $17.0
$0 $25.8 0.0%
2010 2011 2012 P 2013 P 2014 P
Source: PhoCusWright’s US Mobile Travel Report: Market Sizing and Consumer Trends.

14. Travelers are embracing booking on mobile
Purchasing/booking via mobile phone, by medium
Book/purchase travel
Purchase extra services
products such as hotel
from travel providers
rooms or flights
12% 14%
20% 22%
6% 7%
9%
12%
Used mobile websites
Used mobile apps
83% 80%
74% 70%
Have not done online via mobile
phone
2011 2012 2011 2012
Source: PhoCusWright’s US Mobile Travel Report: Market Sizing and Consumer Trends. Base: Mobile web users.
(2012: N=1,329; 2011: N=1,125.) Question: Please indicate which of the following travel-related activities you have done online using
your mobile phone in the past 12 months and through which medium. Note: does not add up to 100% because some people reported using both mobile apps and mobile websites.

15. Mobile helps consumers book last minute
% of mobile of reservations
made within a day of arrival
by OTA:
– Priceline: 82%
– Hotwire: 80%
– Orbitz: 64%
– Expedia: 60%
source: Forbes, October 2011; Nielsen, April 2011; Flurry, June 2011

16. mobile app users book last-minute, local and
shorter stays at quality hotels
Mobile Non-Mobile
App Users Users
Booked hotel within 1 day of arrival 82% 45%
Booked 1-night stays 79% 62%
Chose hotels 3-star or higher 82% 75%
58% of mobile app customers
were within 20 miles of hotel at
time of booking
source: Priceline, September 2010

17. Consumers leverage a multi screen world
Sequential Usage
Moving from one device to
another at different times
to accomplish a task
Simultaneous Usage
Using more than one device at the same time
for either a related or an unrelated activity
Multi-tasking - Unrelated activity Complementary Usage - Related activity
17

18. Sequential screening is common &
mostly completed within a day
90%
Use multiple
screens
sequentially to
accomplish a task
over time
98% move between devices that same day
Base: Total Respondents (1611). Q. How often do you start an activity (i.e. emailing, researching, or shopping) on one device, but continue it or finish doing it at a later
18 time on a different device? Base: Have Started Activity on One Device & Continued on Another (1455). Q. On average, how much time passes between the time you
begin an activity on one device and continue the activity on another device?

19. Top activities performed when
sequentially screening between devices
81% 72% 67% 63% 46% 43% 43%
Browsing Social Shopping Searching Managing Planning Watching an
the internet Networking Online for info Finances a Trip Online Video
Base: Have Started Activity on One Device & Continued on Another (1455). Q. For the activities listed below, think about the last time you started each activity on
19 one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done
this, select “I have not done this”.

20. Smartphones are the most common
starting place for online activities
Started on a
smartphone 65% 63% 65% 47% 59% 66% 56%
Searching Browsing Shopping Planning Managing Social Watching an
for info The internet Online a Trip Finances Networking Online Video
Continued
on a PC 60% 58% 61% 45% 56% 58% 48%
Continued
on a 4% 5% 4% 3% 3% 8% 8%
Tablet
Base: Have Started Activity on One Device & Continued on Another (1455); Searching (923), Browsing (1172), Shopping (969), Planning a Trip (627), Finances (675),
20 Social (1041), Watching a Video (623). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or
finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done

21. Tablets are most often a starting point
for shopping and trip planning
Started on 7% 7% 11% 15% 7% 4% 11%
A tablet
Searching Browsing Shopping Planning Managing Social Watching an
for info The internet Online a Trip Finances Networking Online Video
Continued on
a
smartphone 1% 1% 0% 1% 1% 2% 2%
Continued
on a PC 6% 6% 10% 14% 6% 3% 9%
Base: Have Started Activity on One Device & Continued on Another (1455); Searching (923), Browsing (1172), Shopping (969), Planning a Trip (627), Finances
22 (675), Social (1041), Watching a Video (623). Q. For the activities listed below, think about the last time you started each activity on one device and then continued
or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done

22. Smartphones are the most frequent
companion devices during simultaneous usage
of the time when we’re of the time when we’re
57% using a smartphone, we’re
using another device 77% using a TV, we’re using
another device
28% 29% 49% 34%
with a with television with a with PC/Laptop
PC/Laptop smartphone
75% of the time when we’re
using a tablet, we’re using
another device
67% of the time when we’re
using a PC, we’re using
another device
35% 44% 45% 32%
with a with television with a with television
smartphone smartphone
Base: All Device Interactions – Smartphone (6057); TV (3592); Tablet (542); PC/Laptop (3817). Q. Which of the following did you use? Q. What else did
25 you use at the same time?

23. What is the World
Doing?

25. Google Hotel Finder

26. Accor case – drive ranking
2

27. My
on-line
CA Airport
Lounge
Check destination
Planning
information
Send arrival
notifications to
Push notification of
family, chauffeur,
boarding time
local company hosts
dependingyour movie from the
Start on the
Return Information on distance pick up where In-flight
Video hangouts
Notificationlounge and
of
on the flights
localShow important your in the Message from
trains and
Taxi Preview
WelcomeArrivalyou left off
Drink order plane
Navigationupon to luggage your a notification to
estimated time
message for destination with
No Check to waitthe
need with
information
Notification of the captain
destinationAutomatically from Send
status
arrival at the Google Earth
yourcarousel and estimated
destination
in line
automatically Online
maps
airport checked-in smartphone automatically
Arrival
family
time for luggage pick up
Check-in

28. The way forward

29. Mobile for hospitality
1 Clearly a high growth distribution platform
2 Location, personal, voice, mobile!
3 A personalised engagement platform.
4 Grow sources of revenue.
5 India - mobile first!

30. Thank You!