The 60-minute session focussed on ideas on how to differentiate, inspire, optimize and personalize the travel retail experience across channels and throughout the customer journey. Panel: Helen Piper (head of Nordics, Expedia Affiliate Network), Bobby Healy (CTO, Cartrawler), Marc Rosenberg (airline distribution strategist and advisor), Ornagh Hoban (VP strategy, Datalex).

1. BIG Ideas for Travel Retail
Webinar
April 20th 2011

2. One BIG Idea for Travel Retail
ACTIVE LISTENING!
Ornagh Hoban
VP Strategy
Datalex (Ireland) Ltd. Copyright 2011 | www.datalex.com
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3. Active Listening...why should you care?

4. Its PERSONA_lisation…..
KAREN
KAREN
The Corporate Traveller
New York to London
Gold Member
Affinity to Hertz
4 Days to Departure
Branded
Fare
Optional
Services
Cross Sell
Mange my
Booking
•Special Corporate Branded Fare
•Free bags, Free seat selection
•Lounge on the way back
•Change on day of return
•Lounge on departure
•Fast pass for security
•Limo / taxi on arrival
•Car
•Hotel
•Optional Services
The Leisure Family
2 Adults, 2 Children
45 Days to Departure
New York to Orlando
Booked Corporate Trip to new
Branded Fare
Optional
Services
Cross Sell
•Special family branded fare
•Family Seating
•Mini bus from home
•Children entertainment pack
•Gourmet meals for Mom & Dad
•Child meals
Channel
Optimizer
•Hotel Transfer
•Minivan / SUV
•Hotel, Tours, Activities
•Optional Services
Mange my
Booking
Datalex (Ireland) Ltd. Copyright 2011 | www.datalex.com

5. You already know alot.....
MARKET
PERSONA
CHANNEL
Customer Intent
What I am searching for
Who am I (IP, email)
Recently Viewed/Searched
What is my history
What are my characteristics?
Loyalty; Family Travel;
Corporate
What’s my value?
Hotel
Fares
Activities
Tours
Cross / Up Sell
Promotions
Reward
Ancillaries
Datalex (Ireland) Ltd. Copyright 2011 | www.datalex.com

6. You could offer me just the lowest price or......
My Intent:
•
•
Foreground Concern – I need Flight To Orlando for x4 pax
Background Concern – ―Family Holiday‖ - I’m responsible for the trip.
My PERSONA Characteristics:
•
―Family Persona‖ + ―Corporate Persona‖ + ―Loyal‖ + ―High Value‖
Match me to Product Characteristics ―High Margin‖ or ―Promoted‖
Give me the right product and price at the right touchpoints 
I’ll increase spend with you – up to 30%
I’ll connect with your Brand = Experiential Excellence = My
Loyalty, Demand and Trip Value!
Datalex (Ireland) Ltd. Copyright 2011 | www.datalex.com

7. ACTIVE Listening – Maximize TRIP Value, Loyalty and Demand
Datalex (Ireland) Ltd. Copyright 2011 | www.datalex.com

9. One BIG Idea for Travel Retail
Optimize!
Bobby Healy
CTO
© Cartrawler Ltd. Confidential and proprietary. All rights reserved.
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10. Touchpoints
© Cartrawler Ltd. Confidential and proprietary. All rights reserved.
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11. Decision Criteria
© Cartrawler Ltd. Confidential and proprietary. All rights reserved.

12. CarTrawler Global Data
Airport
Ex - airport
8%
92%
© Cartrawler Ltd. Confidential and proprietary. All rights reserved.

13. Published Supplier Data
Airport
Ex - airport
40%
60%
© Cartrawler Ltd. Confidential and proprietary. All rights reserved.

14. The Solution – Upsell using maps

16. One BIG Idea for Travel Retail
Offer your customers’
the right options
Helen Piper
Head of Nordics
© Expedia Inc. Confidential and proprietary. All rights reserved.
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17. Today we are facing too many choices...
© Expedia Inc. Confidential and proprietary. All rights reserved.
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18. Today’s consumer makes on average 237
choices everyday

19. And when we want to travel – we are
presented with even more....
© Expedia Inc. Confidential and proprietary. All rights reserved.
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20. Too many choices and too many clicks...
Just give me
what I want
!
© Expedia Inc. Confidential and proprietary. All rights reserved.
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21. So why don’t we learn from other industries
and present relevant choices to our
customers?
© Expedia Inc. Confidential and proprietary. All rights reserved.
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22. Past purchasing behaviour
© Expedia Inc. Confidential and proprietary. All rights reserved.

23. Boots cross sell
© Expedia Inc. Confidential and proprietary. All rights reserved.

24. Travel Industry Example
© Expedia Inc. Confidential and proprietary. All rights reserved.

25. Concepts for travel industry segmentation
Business
Traveller
Price
conscious
traveller
Family
Leisure
traveller
© Expedia Inc. Confidential and proprietary. All rights reserved.
Flexible
module

26. Relevance
Tailored offer to the customer’s needs
Save time and create loyalty
‖This provider understands my needs and I don’t need to go elsewhere for a
comparison‖
© Expedia Inc. Confidential and proprietary. All rights reserved.

27. Limit the options presented to your
customers and make them relevant
© Expedia Inc. Confidential and proprietary. All rights reserved.
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29. All Channels Lead to the Customer !
“the best ideas, best values, best products and best services will win.”
Miles Nadel
Marc Rosenberg
Distribution strategist
© Expedia Inc. Confidential and proprietary. All rights reserved.
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30. So what’s going on!
A Martian landed on Planet Earth and was asked to summarize what was going on in the
travel industry.
The conclusion made was that the travel industry was in a total state of disarray.
 Fuel prices were escalating compromising airline capacity and revenue
projections.
 Civil unrest in certain regions of the planet was negatively impacting tourism.
 Natural disasters were taking their toll on specific points of origin or destination.
 Supply Chain Stakeholders were in legal battles over content obligations.
 The world’s most dominant force in travel search looks to take its place in the
chain.
If you are new to the travel industry or from another planet it is easy to understand why
you would conclude that our industry is in serious trouble.
However if you have been around for a few years or more you have to ask yourself the
question………………..

31. So what else is new?
Travel Suppliers are re-inventing the retail experience for
customers, maximizing the opportunity to merchandise core
and ancillary products across all channels.
“The average student has instant access to more
information today than did every president in the past 15
years. There is a meritocracy of information and the best
ideas, best values, best products and best services will
win.”
Miles Nadal, Chairman and CEO of MDC Partners
(9th largest advertising firm in the world)
Sensible you might think, yet many find it irksome…..

32. Irksome…Why?
To read today’s trade media and travel industry blogs the one issue that is
consistently being debated and reported on is American Airline’s direct
connect strategy.
Some well meaning industry experts are advocating a total disruption to the
supplier come travel agent model while others are questioning AA’s
motivation to take on such a bold strategy.
With all due respect to American Airlines there is nothing new about their
strategy. Direct connect has been around for over 5 years, and for those
who only now are crying foul AA did announce in 2009 that they had been
studying the model for over 3 years.
The airlines have always had a direct channel relationship with its
customers usually accounting for 25-35% of their business. The LCC model
has changed that and for some carriers direct sales are over 60% of their
business

33. So what now?
Travel suppliers, (car,cruise,hotel,airlines) understand the need to enhance
their retailing expertise to maintain market share in an increasingly
competitive market.
Direct Connect allows them to extend their merchandizing practice to key
distribution partners (travel agents, OTA, etc) on equal terms!
Too many stakeholders have vested interests in maintain the status quo.
The battle has commenced and will continue….
Great supply chains are agile, adaptable, and aligned provide you the
Supplier with sustainable competitive advantage.
It’s a simple formulation: getting the right product to the right place at the
right time—all the time.
• Where the supply chain is a ―sales disabler‖ – STOP!
• Where the channel brings value – GO!

34. So what’s the BIG Idea for Travel Retail
MERCHANDIZE your Product
Value; Demand and Profit!
ALL Channels lead to a CUSTOMER!
Listen to your CUSTOMER!
Get the Stakeholders to the TABLE
ALIGN; ADAPT & INNOVATE

35. Q&A

36. Thank you for your time.
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