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Evolve, Expand or Expire
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Sebastien GIBERGUESLeisure, Online and Travel MediaNice
Yamini NAIKBusiness Strategy & Operations PlanningSingapore
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Our short term priorities are clear
Online Travel 2016
MonetizeLess than 3% of your visits actually converts, it is
critical to secure your profitability that you can recover some of your acquisition costs for this traffic
AccelerateWith continuous technology evolution, user mobility, standards set by Apple, Google, user is getting used to high speed apps Merchandise
In a highly competitive industry where the initial price point is key, being able to upsell
additional products is the only way to increase profitability
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Merchandise: Fare Family upsell
Online Travel 2016
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Merchandise: Fare Family upsell
Online Travel 2016
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Accelerate: open search
Online Travel 2016
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Accelerate: Instant search
Online Travel 2016
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Monetise: Airline Ancillary Services
Online Travel 2016
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Monetise: Travel Audience Connect
Online Travel 2016
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Monetise: Fare Protection
Online Travel 2016
Impact on “book” button: 0%No cannibalizationEngagement rate: 7-8%More engagementConversion rate: 70%More revenues Bookings when expires: 20-30% More bookings
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Online Travel 2020: Scenario Planning
Fast Forward to 2020
Economic & Political Changes
Changing consumer behavior
Technology advancements &
adoption
Online Travel Retailer1 Digital Tour
Operator2 Mobile Travel
Retailer3 Travel
Marketplace4
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Technology architecture today
Online Travel 2020
PaymenteCommerce Platform
Website
Flight IBE Hotel IBE Car IBE
Mid Office (Sales & Automation)
Accounting
SEOMetaSearch Advertising / SEM
Flight Book & Merchandize
Flight Search Hotel Search & Book
Car Search & Book
OTA 2016
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RESTRICTEDThe convergence of the Metasearch & OTA Business models leads to the emergence of an Online Travel Retailer with traffic acquisition and monetization capabilities, access to
extensive content & relevant and instant search & book especially on Mobile.
Scenario #1: Online Travel Retailer
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Mix of business modelsSearch Technology with
Merchandising capabilities
Traffic Acquisition and Monetization Solutions
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eCommerce Platform
Technology architecture evolution
Online Travel 2020
Payment
Website
Flight IBE Hotel IBE Car IBE
Mid Office (Sales & Automation)
Accounting
SEOMetaSearch Advertising / SEM
Flight Book & Merchandize
Flight Search Hotel Search & Book
Car Search & Book
Ads
Mobile App
Referral
Traffic Monetization
Revenue Management
OTA 2016Online Travel Retailer
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The convergence of the Tour Operator & OTA Business models leads to the emergence of a Digital Tour Operator with dynamic packaging
capabilities, new‐gen Travel Stores and agents of the future. • New Gen Stores• Duty of Care• In destination services
• Dynamic Packaging • Complex products• Focus on destination
Scenario #2: Digital Tour Operator
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Digital
Human
Physical
Tour Operator
OTA
Convergence between digital, physical & human
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eCommerce Platform
Technology architecture evolution
Online Travel 2020
Payment
Website
Flight IBE Hotel IBE Car IBE
SEOMetaSearch Advertising / SEM
Flight Book & Merchandize
Flight Search Hotel Search & Book
Car Search & BookAds
Mobile App
Referral
Traffic Monetization
Revenue Management
Mid Office (Sales & Automation)
Accounting
Sales Orchestration
Package IBE
On trip Services
Retail Point of Sale
Store
Destination Services Search & Book
OTA 2016Online Travel RetailerDigital Tour Operators
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Mobile Travel Retailer is an addictive, sticky app that provides relevant content and services to the traveller along the entire travel journey and after.
On‐trip, Post Trip, user generated content and innovative services
New way of search, Content display and
actions
Scenario #3: Mobile Travel Retailer
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Chat Bots enabling full booking flow, servicing and payment
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eCommerce Platform
Technology architecture evolution
Online Travel 2020
Payment
Website
Flight IBE Hotel IBE Car IBE
SEOMetaSearch Advertising / SEM
Flight Book & Merchandize
Flight Search Hotel Search & Book
Car Search & BookAds
Mobile App
Referral
Traffic Monetization
Revenue Management
Mid Office (Sales & Automation)
Accounting
Sales Orchestration
Package IBE
On trip Services
Retail Point of Sale
Store
Destination Services Search & Book
Messaging Apps
Mobile App / Chat Bots
OTA 2016Online Travel RetailerDigital Tour OperatorsMobile Travel Retailer
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RESTRICTEDA Travel Marketplace locks user into an ecosystem by connecting suppliers and service providers to the system, driving innovation through control of user profile and payment and providing
marketplace services like advertising, comparison shopping, social commerce, trading communities, auctioning and wallet.
Scenario #4: Travel Marketplace
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New Payment options
• Control of User Profile • Marketplace Services • Partnerships to create an
ecosystem and auctioning Platform / channel innovates rather than suppliers
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eCommerce Platform
Technology architecture evolution
Online Travel 2020
Payment
Website
Flight IBE Hotel IBE Car IBE
SEOMetaSearch Advertising / SEM
OTA 2016
Flight Book & Merchandize
Flight Search Hotel Search & Book
Car Search & BookAds
Mobile App
Referral
Traffic Monetization
Revenue Management
Online Travel Retailer
Mid Office (Sales & Automation)
Accounting
Sales Orchestration
Package IBE
On trip Services
Retail Point of Sale
Store
Destination Services Search & Book
Digital Tour OperatorsMobile Travel Retailer
Messaging Apps
Mobile App / Chat Bots
UGC Flagship storesProfiles
Other Retailers
Travel Marketplace
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Let’s help each other out
Evolve, Expand or Expire
AMADEUS
Deliver more content, regardless of technology and business model
Continue to invest in Travel Search & merchandising technology
Travel Affiliate Network, Dynamic Packaging Technology, Mobile Services,
Travel A.I. and more
Focus your investment on customers and marketing channels
Deliver the ultimate online travel purchasing experience
Decide who you want to become…
YOU
Be the change you want to seeGandhi
