Selling Experiences session at the 2013 E-Tourism Africa Summit by Andrew Lacy CEO of Zap Travel

1. @andrewlacy
Tuesday, September 10, 13

2. Why do you want to travel?
Every trip starts with a simple question
Tuesday, September 10, 13

3. Tuesday, September 10, 13

4. I want to go on a safari!
Tuesday, September 10, 13

5. ‣ Taking one week off work
I want to go on a safari!
Tuesday, September 10, 13

6. ‣ Taking one week off work
‣ Someplace I can fly direct from Paris
I want to go on a safari!
Tuesday, September 10, 13

7. ‣ Taking one week off work
‣ Someplace I can fly direct from Paris
‣ Staying in a 4/5 star property
I want to go on a safari!
Tuesday, September 10, 13

8. ‣ Taking one week off work
‣ Someplace I can fly direct from Paris
‣ Staying in a 4/5 star property
‣ Right in the game park
I want to go on a safari!
Tuesday, September 10, 13

9. ‣ Taking one week off work
‣ Someplace I can fly direct from Paris
‣ Staying in a 4/5 star property
‣ Right in the game park
‣ With a swimming pool
I want to go on a safari!
Tuesday, September 10, 13

10. ‣ Taking one week off work
‣ Someplace I can fly direct from Paris
‣ Staying in a 4/5 star property
‣ Right in the game park
‣ With a swimming pool
‣ Under €2000
I want to go on a safari!
Tuesday, September 10, 13

11. A question that travel agents used to answer
Tuesday, September 10, 13

12. A question that travel agents used to answer
Customer:
“I want to safari
and stay at a 4/5-
star resort in
Africa under
$2000?
Tuesday, September 10, 13

13. A question that travel agents used to answer
Customer:
“I want to safari
and stay at a 4/5-
star resort in
Africa under
$2000?
Agent, after a little
research:
“Okay here are 3-4
great
alternatives to
choose from”
Tuesday, September 10, 13

14. A question that travel agents used to answer
Customer:
“I want to safari
and stay at a 4/5-
star resort in
Africa under
$2000?
Agent, after a little
research:
“Okay here are 3-4
great
alternatives to
choose from”
Customer, after a
night to think:
“Cool.We will take
option B. Here is the
credit card”
Tuesday, September 10, 13

15. ... but that the internet now does a poor job of handling
“I want to go
kayaking someplace
warm but not too
expensive.Where
and when can I get
a cheap deal?
“I want to
honeymoon in 5-
star resort on a
romantic island
somewhere in the
Caribbean”
“I want to take my
daughter to the
Cote d’Azur for a
nice weekend in
October”
Apologies, Caribbean is
not a recognized airport!
Ummmm ... so that
“search one and your
done” thing means one
airport or date at a time,
and no, I don’t know what
the beach looks like
... yeah ... so I have some
unbelievable deals on
weekend breaks ... leaving
Friday at 10AM and
returning Sunday at
9AM.
Tuesday, September 10, 13

16. And its not just booking sites that do a poor job
Read or watch any
destination content
Get excited about
some amazing trip
Only to find that
getting there is
impossible or
requires “Indiana
Jones” persistent
Tuesday, September 10, 13

17. And its not just booking sites that do a poor job
Read or watch any
destination content
Get excited about
some amazing trip
Only to find that
getting there is
impossible or
requires “Indiana
Jones” persistent
Tuesday, September 10, 13

18. And its not just booking sites that do a poor job
Read or watch any
destination content
Get excited about
some amazing trip
Only to find that
getting there is
impossible or
requires “Indiana
Jones” persistent
Tuesday, September 10, 13

19. And its not just booking sites that do a poor job
Read or watch any
destination content
Get excited about
some amazing trip
Only to find that
getting there is
impossible or
requires “Indiana
Jones” persistent
Tuesday, September 10, 13

20. Melissa want’s to surprise Nicolas with a surprise birthday weekend
Nicolas likes the beach, so she is thinking ... Mediterranean
Nicolas works hard, so he deserves a spa retreat to unwind
But Melissa wants to get him out of the hotel to explore
A simple trip planning “problem”
Tuesday, September 10, 13

21. Can lead to hours of searching
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22. Destination content
Can lead to hours of searching
Tuesday, September 10, 13

23. Destination content
Air flight search
Can lead to hours of searching
Tuesday, September 10, 13

24. Destination content
Air flight search
Hotel review &
booking
Can lead to hours of searching
Tuesday, September 10, 13

25. Destination content
Activities
Air flight search
Hotel review &
booking
Can lead to hours of searching
Tuesday, September 10, 13

26. Destination content
Activities
Air flight search
Hotel review &
booking
Can lead to hours of searching
Tuesday, September 10, 13

27. Destination content
Activities
Air flight search
Hotel review &
booking
Can lead to hours of searching
Tuesday, September 10, 13

28. Destination content
Activities
Air flight search
Hotel review &
booking
74 sites on
average
Can lead to hours of searching
Tuesday, September 10, 13

29. Inspiration Booking
This great “chasm” in travel ....
Inspiration sites suck
at getting you all the
information you
need to make a
decision
Booking sites have
largely given up on
inspiration, and are
fragmented in a way
that makes no sense
to consumers
Tuesday, September 10, 13

30. Inspiration Booking
This great “chasm” in travel ....
Inspiration sites suck
at getting you all the
information you
need to make a
decision
Booking sites have
largely given up on
inspiration, and are
fragmented in a way
that makes no sense
to consumers
Tuesday, September 10, 13

31. Sucks for consumers ....
The consumer who
does hours of work
to absoutely check
everything is too
exhausted to enjoy
the vacation
The consumer who
takes a chance
might find
themselves on a
beach they weren’t
expecting
The consumer who
gives up and spends
another weekend at
home
Tuesday, September 10, 13

32. Sucks for consumers ....
The consumer who
does hours of work
to absoutely check
everything is too
exhausted to enjoy
the vacation
The consumer who
takes a chance
might find
themselves on a
beach they weren’t
expecting
The consumer who
gives up and spends
another weekend at
home
Tuesday, September 10, 13

33. Sucks for consumers ....
The consumer who
does hours of work
to absoutely check
everything is too
exhausted to enjoy
the vacation
The consumer who
takes a chance
might find
themselves on a
beach they weren’t
expecting
The consumer who
gives up and spends
another weekend at
home
Tuesday, September 10, 13

34. Sucks for consumers ....
The consumer who
does hours of work
to absoutely check
everything is too
exhausted to enjoy
the vacation
The consumer who
takes a chance
might find
themselves on a
beach they weren’t
expecting
The consumer who
gives up and spends
another weekend at
home
Tuesday, September 10, 13

35. Not good for the industry
Poor conversion & retention
$4B in annual ad spend to constantly re-
acquire or re-target customers
Tuesday, September 10, 13

36. The future can be better than this
Tuesday, September 10, 13

37. Our rules for the future of online travel
Inspire me
Tuesday, September 10, 13

38. Our rules for the future of online travel
Solve all my constraints simultaneously
+
Inspire me
Tuesday, September 10, 13

39. Our rules for the future of online travel
And harness the full power of “big data” to do more
than a travel agent could ever do
+
Solve all my constraints simultaneously
+
Inspire me
Tuesday, September 10, 13

40. Introducing Zaptravel
Tuesday, September 10, 13

41. We simultaneously solve multiple constraints
5K thematic and 10K
event experiences
2K destinations,
countries & regions
Weekend, long-
weekend & vacations
Any user-defined time
period out to 120 days
Any budget
constraints
Hotel stars, types,
themes, signature
experiences
Tuesday, September 10, 13

42. “I want to visit a
place that played an
important part in
the history of
Europe”
History
Tuesday, September 10, 13

43. Surfing + serendipity
“I want to go surfing
somewhere in Europe where
the waves are consistently
good”
Tuesday, September 10, 13

44. “I LOVE clubbing. I
want to go
somewhere known
for great nightlife”
Clubbing
Tuesday, September 10, 13

45. Culture
“I want to see the opera inVienna ... or
the ballet in Berlin ... or maybe the Fado
in Lisbon. Inspire me”
Tuesday, September 10, 13

46. “I would like to visit
some gay-friendly
cities or LGBT
events”
LGBT
Tuesday, September 10, 13

47. Heritage
“I want to witness and celebrate local
heritage and customs ”
Tuesday, September 10, 13

48. beautiful beaches ● clubbing ● strange events ● chic hotels
● history ● romance ● tennis ● gay ● watersports ● nature
● performing arts ● architecture ● fringe ● dancing ●
carnivals ● hiking ● sex ● great cuisine ● arts events ● skiing
● shopping ● islands ● technology conferences ● pride
marches ● wine tasting ● beach ● exhibitions ● family ●
posh places ● beer festivals ● cute small towns ● unesco ●
motor racing ● film festivals ● fashion ● outdoors &
adventure ● budget trips ● extreme sports ● world music ●
religion ● modern music ● jazz
What do you want to do?
Tuesday, September 10, 13

49. Everything you need to make a decision
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50. Tuesday, September 10, 13

51. Tuesday, September 10, 13

52. Tuesday, September 10, 13

53. Tuesday, September 10, 13

54. Some numbers
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55. Some numbers
40 origins
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56. Some numbers
2K destinations
40 origins
Tuesday, September 10, 13

57. Some numbers
2K destinations
8K “inspirations”
40 origins
Tuesday, September 10, 13

58. Some numbers
2K destinations
8K “inspirations”
15K events
40 origins
Tuesday, September 10, 13

59. Some numbers
2K destinations
8K “inspirations”
15K events
Weekends andVacations
40 origins
Tuesday, September 10, 13

60. Some numbers
50M transport sectors
2K destinations
8K “inspirations”
15K events
Weekends andVacations
40 origins
Tuesday, September 10, 13

61. Some numbers
50M transport sectors
Air,Train and Car transport
2K destinations
8K “inspirations”
15K events
Weekends andVacations
40 origins
Tuesday, September 10, 13

62. Some numbers
50M transport sectors
Air,Train and Car transport
300K hotels
2K destinations
8K “inspirations”
15K events
Weekends andVacations
40 origins
Tuesday, September 10, 13

63. Some numbers
50M transport sectors
Air,Train and Car transport
300K hotels
10M hotel reviews
2K destinations
8K “inspirations”
15K events
Weekends andVacations
40 origins
Tuesday, September 10, 13

64. Some numbers
50M transport sectors
Air,Train and Car transport
300K hotels
10M hotel reviews
2K destinations
150K sights
8K “inspirations”
15K events
Weekends andVacations
40 origins
Tuesday, September 10, 13

65. Some numbers
800K deals
Tuesday, September 10, 13

66. Some numbers
800K deals
+
Proprietary
scoring system
Tuesday, September 10, 13

67. Some numbers
800K deals
+
Proprietary
scoring system
• Around 1,500 deals per origin
• With15-20% of deals turning over each day
=
Tuesday, September 10, 13

68. Lets return to the chasm
Inspiration Booking
The “chasm” & fragmentation leads to:
Frustration
Latent demand
Higher acquisition costs
Etc etc
Tuesday, September 10, 13

69. Lets return to the chasm
Inspiration Booking
The “chasm” & fragmentation leads to:
Frustration
Latent demand
Higher acquisition costs
Etc etc
Fixing this is not just an opportunity for
OTAs, but also the industry
Tuesday, September 10, 13

70. How strong is your call to action?
Destination marketing organizations
Destination content providers (eg.
guides, blogs, etc)
Destination services providers (eg.
tour companies)
Cultural event organizations
Tuesday, September 10, 13

71. We help provide the call-to-action
Scotland
Any trip to Scotland would have to include a trip to Edinburgh, the Scottish
capital. The Old Town, topped by the castle, oozes history and a stroll along its
cobbled streets and dark alleyways is a walk through time. The Georgian New
Town is equally evocative with its graceful crescents, squares and terraces
➡Why wait. Edinburgh is easy to get to from Berlin - you could spend a
weekend there for as little as €125 including air & 4 star hotel
Scotland
Any trip to Scotland would have to include a trip to Edinburgh, the Scottish
capital. The Old Town, topped by the castle, oozes history and a stroll along its
cobbled streets and dark alleyways is a walk through time. The Georgian New
Town is equally evocative with its graceful crescents, squares and terraces
Tuesday, September 10, 13

72. Thanks
Questions?
Contact me:
andrew@zaptravel.com
@andrewlacy
Tuesday, September 10, 13

73. Tuesday, September 10, 13