Hotels Digital Marketing Trends Research

1. Hotels & Travel Digital Marketing Trends Schieber Research, January 2017

2. 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.

3. 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

4. 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.

5. The Travel Booking Landscape • 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.

6. The Travel Booking Landscape • 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.

7. The Travel Booking Landscape • 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.

8. The Travel Booking Landscape • 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.

9. The Travel Booking Landscape • 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

10. 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

11. 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).

12. The Traveler’s Journey | Pre-Travel • 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

13. The Traveler’s Journey | Pre-Travel • Travel costs are the top influencing parameter of the trip destination choice. Factors Influencing Travelers’ Destination Decisions Source: ComScore 2016

14. The Traveler’s Journey | Pre-Travel • 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.

15. The Traveler’s Journey | Pre-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.

16. 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.

17. 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.

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

19. Competitor Strategies 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

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

21. Competitor Strategies 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.

22. Competitor Strategies 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

23. Competitor Strategies 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.

24. Competitor Strategies 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”

25. Competitor Strategies 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.

26. Competitor Strategies 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.

27. Competitor Strategies 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.

28. Competitor Strategies 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

29. Competitor Strategies 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”

30. Competitor Strategies 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.

31. Competitor Strategies 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.

32. Competitor Strategies 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.

33. Competitor Strategies 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

34. 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

35. 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.

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

37. 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.

38. 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.

39. 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.

40. 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.

41. 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.

42. 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”.

43. 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.

44. 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)

45. 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.

46. 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.

47. 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.

48. 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.

49. 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.

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

51. 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.

52. 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.

53. 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.

54. 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.

55. Competitors

56. • 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

57. • 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 Source: TripAdvisor 2016

58. • 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

59. 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.

60. EXPEDIA Source: Priceline’s website and Priceline’s investor presentation, 2016

61. TripAdvisor

62. • 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 Source: TripAdvisor 2016

63. • 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 | OVERVIEW Source: TripAdvisor 2016

64. TRIPADVISOR | OVERVIEW Source: TripAdvisor Q1 2016 Results, May 2016

65. TRIPADVISOR | STRATEGY Source: TripAdvisor Q1 2016 Results, May 2016

66. TRIPADVISOR | STRATEGY Source: TripAdvisor Q1 2016 Results, May 2016

67. TRIPADVISOR | STRATEGY Source: TripAdvisor Q1 2016 Results, May 2016 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.

68. TRIPADVISOR | WEBSITE TripAdvisor's Website

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

70. TRIPADVISOR | WEBSITE • 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.”

71. TRIPADVISOR | WEBSITE • 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.

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

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

74. TRIPADVISOR | STRATEGY • 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

75. TRIPADVISOR | STRATEGY • Customers’ review for Lufthansa on the airline reviews platform

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

77. TRIPADVISOR | SOCIAL MEDIA • TripAdvisor’s Twitter account presents different locations.

78. TRIPADVISOR | SOCIAL MEDIA • TripAdvisor’s Pinterest Page

79. TRIPADVISOR | SOCIAL MEDIA • TripAdvisor’s Instagram Page

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

81. 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.

82. 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.

83. Priceline

84. • 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 website and Priceline’s investor presentation, 2016

85. PRICELINE | OVERVIEW Source: Priceline’s investor presentation, 2016

86. PRICELINE | OVERVIEW Source: Priceline’s website, 2016

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

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

89. PRICELINE | WEBSITE • Priceline’s website

90. 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.

91. 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.

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

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

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

95. 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.

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

97. PRICELINE | SOCIAL MEDIA • Priceline’s Facebook page promotes accommodation locations and new features.

98. PRICELINE | SOCIAL MEDIA • Priceline’s Twitter Account promotes Priceline new features, contests and booking hotels and attractions.

99. PRICELINE | SOCIAL MEDIA • Priceline’s Instagram page

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

101. PRICELINE | MOBILE APPS • Features of the mobile app

102. PRICELINE | MOBILE APPS • 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.

103. Booking.com

104. 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

105. BOOKING.COM | WEBSITE Booking.com homepage

106. BOOKING.COM | WEBSITE 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

107. BOOKING.COM | WEBSITE • The website mentions how many bookings did every property experience today.

108. BOOKING.COM | WEBSITE • The reviews on the website are claimed to be “100% verified”

109. BOOKING.COM | WEBSITE • The booking process: after customers choose a property, they are offered available room types

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

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

112. 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.

113. 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.

114. BOOKING.COM | MOBILE APP • 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.

115. BOOKING.COM | MOBILE APP • 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.

116. BOOKING.COM | MOBILE APP • 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”.

117. 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).

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

119. BOOKING.COM | COMPLIMENTARY SERVICES Rentalcars.com

120. BOOKING.COM | COMPLIMENTARY SERVICES OpenTable for restaurants reservations, also a part of the Priceline Group

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

122. BOOKING.COM | PROFESSIONAL SERVICES • 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.

123. BOOKING.COM | PROFESSIONAL SERVICES

124. BOOKING.COM | PROFESSIONAL SERVICES • 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.

125. BOOKING.COM | PROFESSIONAL SERVICES • 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.

126. BOOKING.COM | PROFESSIONAL SERVICES • 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.

129. 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.

130. BOOKING.COM | SOCIAL MEDIA • The Booking.com Facebook page mainly offers pictures that link to hotels and locations on the website.

131. BOOKING.COM | SOCIAL MEDIA • Booking.com on Twitter

132. BOOKING.COM | SOCIAL MEDIA • The YouTube Channel features links to local Booking.com YouTube channels

133. BOOKING.COM | SOCIAL MEDIA • Booking.com on Google+

134. BOOKING.COM | SOCIAL MEDIA • Booking.com on Instagram

135. BOOKING.COM | SOCIAL MEDIA • Booking.com on Pinterest

136. Agoda

137. • 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”

138. • “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

139. • Agoda’s homepage AGODA | WEBSITE

140. AGODA | WEBSITE

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

143. • 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

145. 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”

147. 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.

148. • Agoda Facebook page AGODA | SOCIAL MEDIA

149. • Agoda Instagram page AGODA | SOCIAL MEDIA

150. • Agoda Twitter page AGODA | SOCIAL MEDIA

151. • Agoda Google+ page AGODA | SOCIAL MEDIA

152. • Agoda YouTube channel presents the spots of its TV campaign as well as travel- related videos AGODA | SOCIAL MEDIA

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

154. Kayak

155. • 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”.

156. • Kayak’s homepage KAYAK | WEBSITE

157. • 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

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

159. KAYAK | WEBSITE

162. 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

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

164. • Activity search KAYAK | WEBSITE

165. • 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

166. • 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

167. • 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

168. • Kayak Facebook page KAYAK | SOCIAL MEDIA

169. 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 | SOCIAL MEDIA

170. • Kayak Instagram page KAYAK | SOCIAL MEDIA

171. • Kayak LinkedIn page KAYAK | SOCIAL MEDIA

172. • Kayak on twitter KAYAK | SOCIAL MEDIA

173. • Kayak YouTube channel presents the spots of its TV campaign KAYAK | SOCIAL MEDIA

174. Airbnb

175. • “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

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

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

178. • 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

179. AIRBNB | WEBSITE

180. AIRBNB | WEBSITE

181. AIRBNB | REVIEWS

182. • 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

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

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

185. Airbnb Facebook page AIRBNB | SOCIAL MEDIA

186. Airbnb Instagram page AIRBNB | SOCIAL MEDIA

187. Airbnb Twitter Account AIRBNB | SOCIAL MEDIA

188. Airbnb Pinterest page AIRBNB | SOCIAL MEDIA

189. 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 | SOCIAL MEDIA

190. • 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

191. • 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

192. Expedia

193. 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.

194. EXPEDIA | OVERVIEW Source: Expedia Inc

195. EXPEDIA | STRATEGY

198. EXPEDIA | WEBSITE Expedia’s website

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

200. 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

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

202. EXPEDIA | SOCIAL MEDIA Expedia Twitter Account The page mainly aims to encourage travelers to plan a trip to different locations

203. EXPEDIA | SOCIAL MEDIA 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.

204. EXPEDIA | SOCIAL MEDIA Expedia Instagram page

205. EXPEDIA | SOCIAL MEDIA Expedia Pinterest page

206. EXPEDIA | SOCIAL MEDIA Expedia Google+ page

207. 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.

208. Direct Booking

209. AccorHotels

210. 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.

211. ACCORHOTELS | OVERVIEW Geographic Division

212. 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.”

213. 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.

214. ACCORHOTELS | LOYALTY From the AccorHotels members section

215. 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.

216. ACCORHOTELS | PROFESSIONAL SERVICES

219. ACCORHOTELS | WEBSITE AccorHotels website

220. ACCORHOTELS | WEBSITE Finding a hotel by destination, brand, theme, or by “inspire me”

221. ACCORHOTELS | WEBSITE

222. ACCORHOTELS | WEBSITE The website offers city guides

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

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

225. ACCORHOTELS | SOCIAL MEDIA • AccorHotels Twitter account focuses on different locations around the world.

226. ACCORHOTELS | SOCIAL MEDIA • The YouTube channel presents videos of recipes, attractions and destinations.

227. ACCORHOTELS | SOCIAL MEDIA • The AccorHotels’ Instagram page

228. ACCORHOTELS | SOCIAL MEDIA • The AccorHotels’ Pinterest account

229. ACCORHOTELS | SOCIAL MEDIA • The AccorHotels’ Google+

230. IHG

231. • 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

232. IHG | OVERVIEW

233. • “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

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

235. • “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

236. • 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

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

238. • 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

239. IHG | PRICING Source: IHG Commercial Strategy presentation, September 2016

240. IHG | DIGITAL EXPERIENCE Source: IHG Commercial Strategy presentation, September 2016

241. IHG | DIGITAL EXPERIENCE Source: IHG Commercial Strategy presentation, September 2016

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

243. IHG | WEBSITE • Search filters

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

245. 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.

246. 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“.

247. IHG | WEBSITE

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

249. • IHG Twitter page IHG | SOCIAL MEDIA

250. • IHG LinkedIn page IHG | SOCIAL MEDIA

251. • 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

252. • 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

253. • “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

254. • 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

255. 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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