1. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com OTAs: Friends or Foes ?

2. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com Agenda 1. The state of online travel in 2015 2. Evolution of the travel distribution landscape 3. Prevalence of Online Travel Agencies 4. What role for TripAdvisor? 5. Google, beyond a search engine 6. Tips to fight back!

3. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com 1. The state of online travel in 2015 -Online travel represents 35% of all travel related sales* -Online travel sales grew by 10% in 2014 vs. growth of 4.3% for travel in general -Mobile sales will represent 50% of online travel revenues in 2016 -Millenials and GenY search and book through mobile at higher level = 56% *Not including sales from corporate services such as Concur or Egencia

4. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com 2. Evolution of travel distribution

5. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com

6. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com 2. Evolution of travel distribution

7. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com Average travel site visits: 38

8. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com

9. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com 1. Evolution of travel distribution

10. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com 2. Prevalence of OTAs Source: Skift Report, 2013

11. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com 2. Prevalence of OTAs

12. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com Expedia

13. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com Priceline

14. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com An Evolving Landscape

15. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com Evolving Behaviors

16. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com Mobile Domination

17. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com Mobile Domination For more on this: The Multiscreen Evolution of Travel DecisionsThe Multiscreen Evolution of Travel Decisions

18. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com Mobile Domination

19. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com Not to mention sharing platforms…

20. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com Pros & Cons of OTAs PROs Incremental Sales & Revenues Marketing Clout Billboard Effect CONs Rate Parity & Integrity Advertising Rights (AdWords) Loyalty to OTA brand Commission levels Tnooz, 26 November, 2015

21. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com 3. What role for TripAdvisor ? Over 315M unique visitors monthly 225+ million reviews written by 67 million active users 77% of users consult TripAdvisor for accommodations! Direct relationship between your TA ranking and RevPAR

22. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com TripConnect

23. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com 3. What role for TripAdvisor ?

24. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com 3. What role for TripAdvisor ?

25. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com 4. Google, beyond search

26. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com

27. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com

28. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com 4. Google, beyond search

29. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com 4. Google, beyond search

30. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com 5. Tips to fight back! 1.Build & maintain a solid email database 2.Replicate OTA best practices online 3.Automate communications to clients 4.Create unique packages exclusive to your site 5.Have a warranty and let it be known!

31. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com A solid email database

32. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com OTA Best Practices

33. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com OTA Best Practices

34. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com Automate communications

35. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com

36. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com Create unique packages

37. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com Highlight a warranty

38. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com Bonus Tip: Chat Service

39. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com Last but not least

40. RTO7 - 2015 By @gonzogonzo “OTAs, Friends or Foes?” www.fredericgonzalo.com Questions? Comments? Email: frederic@gonzomarketing.biz or 418.951.5488frederic@gonzomarketing.biz