The webinar discussed how IHG used API management to accelerate partnerships and generate revenue. IHG created an API program called RoomService to quickly onboard new partners, increasing bookings and revenue. The API program decreased partner onboarding time to less than one day from one quarter previously. It also increased average order value by 37% and revenue by 27% year-over-year while nearly tripling the number of partners. The webinar provided examples of how partners like Room77 and Skyscanner integrated with IHG's APIs and discussed IHG's plans to expand the API program further internationally and with additional features.

1. Accelerating partnerships +
generating revenue
with API management
Webinar
18 September 2014

2. Your hosts
Kevin May
Editor & moderator
Tnooz
Gene Quinn
CEO & producer
Tnooz

3. Your panelists
Rob Zazueta
Director, Platform Services
Intel Services
Ryan Hudgins
Performance Marketing Mgr.,
Global Affiliate Program
Intercontinental Hotels Group

4. Poll no. 1
Where are you located?

5. Poll no. 2
Which industry segment do you
represent?

6. Accelerating Partnerships + Generating Revenue with API Management
Rob Zazueta, Director Platform Strategy
Intel Services
Ryan Hudgins, Performance Marketing Manager,
Global Affiliate Program
InterContinental Hotels Group
Intel Confidential — Do Not Forward

7. 7
Guest Speaker, Intel Services
Rob Zazueta @rzazueta
Director, Platform Services
Intel Services

8. 8
OTAs Changed the Game

9. 9
Mobile is Changing it Further

10. 10
Personalization Drives Loyalty
“By the end of 2014, digital
check-in and room selection
will be available at more
than 4,000 Hilton Worldwide
properties across 11 brands
in 80-plus countries via
members' Hilton HHonors
accounts.”
http://news.hiltonworldwide.com/index.cfm/newsroom/detail/27192

11. Unique Experiences Drive Customers
“When a guest calls down and
asks for a toothbrush or extra
towels, hotel employees simply
load up the robot with the
requested items, dial in the
room number, and the Botlr
handles the rest.”
http://techcrunch.com/2014/08/13/starwood-introduces-robotic-butlers-at-aloft-hotel-
in-palo-alto/
11

12. 12
APIs Can Simplify Your Loyalty Program

13. 13
13
API Management Enables Innovation
• Traffic management and caching to reduce impact on backend
systems
• Gateway and data transformation to expose legacy systems
consistently and securely
• Package services to provide custom access for strategic
partners
• All managed through a browser-based single pane of glass

14. IHG Makes Partners a Priority
14

15. Poll no. 3
Does your business offer API connections
to affiliates and other partners?

16. The IHG Story

17. 17
Guest Speaker, IHG
Ryan Hudgins
Performance Marketing Manager,
Global Affiliate Program
InterContinental Hotels Group

18. 18
Agenda
• About IHG
• IHG’s mission + goals of API program
• Why APIs + API management
• Executing a robust partner program
• How to generate revenue from your API
• Results + examples
• Wrap-up
• Q&A

19. 19
About IHG
• One of the largest hotel companies in the world, InterContinental Hotels Group
(IHG) has 4,700 hotels worldwide and 11 different brands
• IHG’s goal is to be the #1 hotel company with Great Hotels Guests Love®
• Won 2012 Advertiser of the Year at Commission Junction Awards

20. 20
Consumer + Business Transition to Digital Practices
• Consumers are booking travel on an increasing
number of travel websites and apps on multiple
devices
• Consumer habits have informed traditional
business practices – making affiliate business
even more critical to large hotel chains like IHG
• Getting to market fast with an agile technology
program in place was key to keep pace with the
speed of business today

21. 21
Reinventing IHG’s Affiliate Program
• Partner onboarding was a long and arduous process – B2B feeds were
cumbersome and only allowed one new partner per quarter
• Previous affiliate requirements were limiting – program required affiliates to
meet data thresholds, eliminating many smaller and international companies
• Following technology trends isn’t enough – need to be a step ahead and
provide the highest quality user experience for affiliates and customers
• Looked to APIs as an agile delivery layer for multiple affiliate types that would
allow for speed, efficiency, and scale

22. 22
Why APIs?
With APIs, IHG can quickly onboard
affiliates from around the globe,
expanding its footprint and reach to
consumers. A secure API program
enables the business side to engage
IHG affiliates, bridging the gap
between technology and account
management, to truly drive the
business forward.

23. 23
Value of Opening Data
• Want hotel owners to have full hotels – putting the data out there in the face
of competitors’ data allows for differentiation
• Data is detailed and rich – can be segmented and parsed out depending on
how niche the affiliate/audience is, extending reach and customer satisfaction
• Affiliate relationships increase customer loyalty – only IHG allows loyalty
members to get rewards club points by booking through an IHG affiliate

24. 24
Build vs. Buy: Why API Management?
 Best-of-breed technology to manage APIs across brands from a single
control center
 Speed to market
 Industry and market research-driven guidance by Strategy Services
 Comprehensive developer portal and best practices on marketing
 Allows IHG to focus on its core competency and enhance its best-in-class
digital marketing program

25. 25
Leveraging Strategy Services
• IHG chose Strategy Services’ Go-to-Market
Package to lay the foundation for optimizing the
RoomService platform
• Engagement included:
• Gap analysis in current and potential partners
• API and app landscape review
• Portal pre-launch
• API roadmap – an actionable plan including
platform rollout and recommendations

26. 26
RoomService: www.ihg.com/roomservice

27. Executing a Robust Affiliate API Program
Dynamic Developer
Portal
• Three portal versions with unique experiences based
on affiliate/partner type, determined by user login
(affiliate, direct media, display media)
• 5 content rich APIs
• Real-time content includes info on individual hotels,
thumbnail images, descriptions, amenities, rates,
availability, etc.
• Booking through RoomService lets customers continue
to accrue rewards club points, which is a differentiator
from OTA competitors

28. 28
APIs Benefit Partners, IHG, + Customers Alike
RoomService
API Program
IHG provides real-time data on hotel rates,
bookings, amenities, images, and more.
Partner Partners sign up for a key and IHG pays them to
promote IHG properties.
Customers
Customers across the globe book stays at IHG
properties that satisfy their unique preferences
and receive IHG rewards club points.
IHG IHG expands its reach globally to new and existing
customers.

29. 29
Results of API Program
Less than 1 day to
onboard
new partners
down from 1 quarter
37% increase in average
order value
through RoomService
Nearly 100 partners
up from fewer than
10 pre-API program
27% revenue increase YoY
from the API program

30. 30
Example: Room77

31. 31
Example: Skyscanner

32. 32
Roadmap Going Forward
Thanks to a well-managed API program, in the near
future IHG can easily:
 Increase the scope of API usage to broader
partners, internally and externally
 Get more creative with data
 Add additional tracking for Chinese and Japanese
affiliate networks – expand further internationally
 Become more strategic with retargeting efforts with
data

33. Poll no. 4
What are the biggest challenges to API
connectivity for a business?

34. 34
Wrap-Up
• As consumers and businesses begin to adopt digital practices, IHG sought
an agile way to expand its reach and increase partner relationships
• IHG launched a robust partner API program to dramatically decrease the
time it takes to onboard partners and to scale
• The company leverages API management for a central point of control and
dynamic one-stop-shop that targets multiple partner types
• In less than one year, bookings and revenue have increased and customer
loyalty has grown through the API program’s unique features

35. Intel Services
35
Experienced:
Silicon to Software
Complete:
End to End
Transformative:
Old to New
Building on our history of hardware
innovation, we’re now creating the
software platforms that connect the
“Internet of Things.”
Your time to value accelerates with
an end-to-end approach that
integrates security throughout—from
defining the right strategy to
managing your API programs to
connecting all of your devices and
data.
We deliver innovative ways to bring
legacy SOA-based services and
modern APIs together with the Intel®
Mashery™ portfolio of products.

36. With Intel Services, You Get:
36
FASTER APP
DEVELOPMENT AND
PARTNER GROWTH
BETTER, MORE
SECURE API
PERFORMANCE
DATA-POWERED
INSIGHTS

37. Intel Services has successfully enabled more than 200
businesses with software services, and counting
®
Your Car. Your Data. Your API.

38. Join Us at BAPI NY + London this October
BAPI NY | Oct. 8
Jazz at Lincoln Center’s
Frederick P. Rose Hall
BAPI London | Oct. 29
Altitude 360
apiconference.com

39. 39
Thank You
IHG
Ryan Hudgins
ryan.hudgins@ihg.com
Intel Services
Rob Zazueta | @rzazueta
rob.zazueta@intel.com
communications@mashery.com | @mashery

40. Legal Disclaimer
THIS PRESENTATION CONTAINS THE GENERAL INSIGHTS AND OPINIONS OF INTEL CORPORATION (INTEL). THE INFORMATION IN
THIS PRESENTATION IS PROVIDED FOR INFORMATION ONLY AND IS NOT TO BE RELIED UPON FOR ANY OTHER PURPOSE THAN
EDUCATIONAL. USE AT YOUR OWN RISK! INTEL MAKES NO REPRESENTATIONS OR WARRANTIES REGARDING THE ACCURACY OR
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USE OF INTEL PRODUCTS INCLUDING LIABILITY OR WARRANTIES RELATING TO FITNESS FOR A PARTICULAR PURPOSE,
MERCHANTABILITY, OR INFRINGEMENT OF ANY PATENT, COPYRIGHT OR OTHER INTELLECTUAL PROPERTY RIGHT.
Copyright ©2014 Intel Corporation.

41. Risk Factors
The above statements and any others in this document that refer to plans and expectations for the first quarter, the year and the future are forward-looking statements
that involve a number of risks and uncertainties. Words such as “anticipates,” “expects,” “intends,” “plans,” “believes,” “seeks,” “estimates,” “may,” “will,” “should” and
their variations identify forward-looking statements. Statements that refer to or are based on projections, uncertain events or assumptions also identify forward-looking
statements. Many factors could affect Intel’s actual results, and variances from Intel’s current expectations regarding such factors could cause actual results to differ
materially from those expressed in these forward-looking statements. Intel presently considers the following to be the important factors that could cause actual results to
differ materially from the company’s expectations. Demand could be different from Intel's expectations due to factors including changes in business and economic
conditions; customer acceptance of Intel’s and competitors’ products; supply constraints and other disruptions affecting customers; changes in customer order patterns
including order cancellations; and changes in the level of inventory at customers. Uncertainty in global economic and financi al conditions poses a risk that consumers
and businesses may defer purchases in response to negative financial events, which could negatively affect product demand and other related matters. Intel operates
in intensely competitive industries that are characterized by a high percentage of costs that are fixed or difficult to reduce in the short term and product demand that is
highly variable and difficult to forecast. Revenue and the gross margin percentage are affected by the timing of Intel product introductions and the demand for and
market acceptance of Intel's products; actions taken by Intel's competitors, including product offerings and introductions, marketing programs and pricing pressures and
Intel’s response to such actions; and Intel’s ability to respond quickly to technological developments and to incorporate new features into its products. The gross margin
percentage could vary significantly from expectations based on capacity utilization; variations in inventory valuation, including variations related to the timing of
qualifying products for sale; changes in revenue levels; segment product mix; the timing and execution of the manufacturing ramp and associated costs; start-up costs;
excess or obsolete inventory; changes in unit costs; defects or disruptions in the supply of materials or resources; product manufacturing quality/yields; and
impairments of long-lived assets, including manufacturing, assembly/test and intangible assets. Intel's results could be affected by adverse economic, social, political
and physical/infrastructure conditions in countries where Intel, its customers or its suppliers operate, including military conflict and other security risks, natural disasters,
infrastructure disruptions, health concerns and fluctuations in currency exchange rates. Expenses, particularly certain marketing and compensation expenses, as well
as restructuring and asset impairment charges, vary depending on the level of demand for Intel's products and the level of revenue and profits. Intel’s results could be
affected by the timing of closing of acquisitions and divestitures. Intel's results could be affected by adverse effects associated with product defects and errata
(deviations from published specifications), and by litigation or regulatory matters involving intellectual property, stockholder, consumer, antitrust, disclosure and other
issues, such as the litigation and regulatory matters described in Intel's SEC reports. An unfavorable ruling could include monetary damages or an injunction prohibiting
Intel from manufacturing or selling one or more products, precluding particular business practices, impacting Intel’s ability to design its products, or requiring other
remedies such as compulsory licensing of intellectual property. A detailed discussion of these and other factors that could affect Intel’s results is included in Intel’s SEC
filings, including the company’s most recent reports on Form 10-Q, Form 10-K and earnings release.
Rev. 2/20/14

42. Q & A

43. Thank you!
Please send your questions to kevin@tnooz.com
Replay and presentation from today’s webinar will be avaialble on
www.tnooz.com