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Travel with an insider™

Mobile and in-destinationTravel Distribution Summit – London May, 2014

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20,000+ tours and activities

400+ destinations in 150 countries

10 languages and accepting 10 currencies

11mm+ monthly web visits

1.5mm+ app downloads

1.5mm+ customers

15+ years focused on tours and activities

The Global Leader in Destination Activities

Company Highlights

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Mobile Goals?

Provide an excellent customer experience, regardless of platform or device.

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This may seem simple, but….

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What are we doing on mobile?

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The Mobile Commerce Revolution

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Q: How Should Your Content Change in a Mobile / Tablet Environment?

A: Where – What – How

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How Should Content Change via Mobile? WHERE

Viator Trend: Majority of mobile customers book within 3 days of travel

Transactions by Days Until Travel Same-day Bookings

1. Understand where your customers are.

45% of smartphone bookings for travel

within 3 days or less

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How Should Content Change via Mobile? WHAT

2. Understand what your customers are looking for

Mobile allows customers to self-serve – reducing offline support needs.

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How Should Content Change via Mobile? HOW

3. Understand how your customers are reaching you.Tablets are scaling fast:

• Over 30% of U.S. adults own a tablet, up from 2% less than 3 years ago;

• Worldwide tablets sales: 232m in 2016 vs. 64m in 2011 (source: eMarketer)

Tablets are the fastest growing

category in travel.

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The Rise of Tablets and What it Means

Tablets <> mobile <> PC users

• Usage patterns are different across mobile, tablets and PCs

• Tablet are used for ‘couch surfers’ looking for inspiration, content and ideas

• Bookings within 3 days or less on Viator channels reflect changing behaviors: Mobile – 61%, Tablet – 18%, PC – 6%

Tablet users spend 2x the amount of time on

site than mobile users – and slightly more than

desktop users!

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Viator San Francisco – via APP and Mobile Web

Mobile web is about location and destination

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Viator San Francisco – via Tablet

Tablets are about Discovery!

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How Should Content Change via Mobile?

Content may not need to change, but it needs to be optimized. The “Four A’s”:

• Accessibility: Develop dedicated mobile platforms – target the message to the platform. SPEED matters!

• Availability: Remove barriers to engage/book; SIMPLICITY matters.

• Accuracy: Ensure that your content and information is in agreement across all access points. CONSISTENCY matters.

• Analytics: Track performance. RESULTS!

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The Mobile Commerce Revolution

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How should your Communication change in a mobile / tablet environment?

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Viator - How Should Communications Change via Mobile?

• Geo-targeting: Take advantage of GPS and IP location data; test geo-fencing as part of your overall merchandizing plan

• Get to the point: Short, quick calls to action are key. Limitations on how much you can say through a notification system or space on a device.

• Give real value: Address an immediate problem or customer need; you know a lot about customer intent based on location, time to travel, time since last travel, etc.

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How Do You Encourage the Behavior You Want?

Your marketing tactics don’t change; they simply adapt

• Promos & Special offers: User nags, alerts and promos to drive engagement

• Think beyond the search engine: Social media is as important on mobile as it is online

• Usability: Remember the form of the interface, how unfriendly mobile devices can be. One example: short-cuts improve conversion

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Going Mobile? Issues to consider

What are the key issues to consider when evaluating a mobile content strategy?

• Seamless: Mobile redirects must be solid; Keep the message and theme consistent.

• Paperless: Vouchers, paper receipts and documentation don’t work!

• Roaming / Charges: Where will your customers be? Native vs. HTML5?

• Develop your API: A robust, scalable API is key to bringing it all together

• Track accurately: Use custom events, URL parameters and channel-specific promo codes to measure engagement; If your use a single-touch attribution model (first click, last click), consider a multi-touch or linear model that tracks across channels.

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Viator Findings – Brand and Customer Loyalty

App vs. Mobile Web:

•Apps are:• More immersive experience – Customer invests more time (discovery & download)• Creates a more loyal customer who purchases more items more often• More difficult marketing, relying on platform relationship and paid ad networks

•Mobile web is:• High volume; Very transactional• Easier marketing: both SEO and SEM• Not as much loyalty built in

Moving web customers to e-vouchers and passbook is a way to get travelers to take us on the road with them.

Generating Revenue• Marketing channel - Send coupon codes and offers, redeemable cross channel.• Location specific push notifications – what’s on sale Today?• Spontaneous / Ancillary Sales - Customers buy marquee tours prior to travel.

App/Mobile is perfect to replace the concierge in-destination for impromptu ideas.

Overall, mobile users have a 47% higher LTV

than web users.

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Thank you!