Videos impact

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• Videos impact
• on Travel Searching, Shopping and Buying
• Beijing, May 2009

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Agenda

• About TVtrip.com
• Our vision on video and travel
• The format for effective hotel videos
• The impact on your ROI
• Videos help conversion
• Videos will support your product distribution
• Videos can boost your emarketing

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About TVtrip

• The leading hotel video-guide - providing
  professional quality, unbiased videos to help
  customers choose the right hotel
• 3000 hotels filmed, 150 destinations, leading
  brands independent hotels
• Our Site started in June 2007
• Currently 21 localized editions
• Soon localized in 35 countries and
  expanding
• 800,000 UUs / 8,500 transactions per month

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Our Vision

• Today, video in travel is a nice to have as
  there is no customer expectations
• Soon, video in travel will become a pre-requisite
  to sell online
• Rich search results in Search Engines, Semantic
  Search, Maps
• Broadband penetration
• Mobile devices now almost all support videos
• A camera in every (and any) hand
• Easy upload to YouTube and the likes
• And once you try video, you always want videos

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The Format Professional or UGC?

• There are 2 main content drivers both can help
  us plan a trip and are complementary

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The Content Funnel
-
Inspirational content UGC
Preparing
Practical and reassurance Content Professional
Searching
Pertinence of Content
Purchase
Reassurance content Professional and some UGC
Post Purchase

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The Format Professional or UGC?
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What customers expect in a hotel video

• Short
• Customers want a general impression of the hotel
  in no longer than 90sec
• Content
• Whats around the hotel what is the neighborhood
  like?
• What kind of hotel is it Is it more a family or
  a design hotel?
• What are the different room categories What do I
  get if I pay US100 more for a junior suite vs.
  the standard double
• Style Customers want a fair (unbiased)
  impression of the hotel
• They value transparency
• They see artistic, flashy effects as a way to
  cover up the hotel
• Theyre not keen on seeing commercial information
• Format
• Must be compatible with all the players commonly
  used by Internet mobile users

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Proof of concept
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Videos help conversion
Population A
Population B
Customers who look at a video convert 2 to 3
times better
Overall CVR
Overall CVR
test done with over 25,000 video views
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Drivers for conversion increase

• Good and relevant videos increase the conversion
  rate
• Videos enable up to an additional 4 to 7
  increase in conversion for hotel sites
• Videos are more efficient for mid class hotels
  than for high end properties because reassurance
  factor is greater
• Emotional answer to an emotional purchase
  reassurance
• Transparent (what you see is what you get)
• Video is a common universal language
• Once you try video, you always want video

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Videos will support your product distribution

• Video helps increase the impact of promotional
  fares
• Lastminute customers react quickly when they see
  a promotion, if they like what they see (no bad
  surprises behind the low price)
• Video helps attract more long-haul customers with
  longer length of stay
• Customers traveling for longer periods will, over
  proportionally, value videos more at the time of
  purchase
• Rich content is a great up-sell tool for hotels
• Seeing the next room category can help customers
  decide to upgrade
• Hotels Merchant sites could use the room
  category videos to improve the average booking
  value

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Videos can boost your e-marketing

• SEO Search engines value rich content
• Experience Users will spend more (quality) time
  on your site
• Affiliates affiliates will be delighted to
  integrate rich content
• Online ads Increase the power of your message
• eCRM Send a video showing the next room category
  
• PR Increase likelihood to catch journalists
  attention

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What we have learned

• Quality video helps to sell
• Keep it short
• Relevancy of content
• Unbiased transparent. Blend professional with
  some UGC
• Format and new media compatibility

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• Thank you !
• David Chambat
• (Singapore)
• dc_at_tvtrip.com