Is the Feeling Mutual?

Shaden MohamedSenior Director, Head of Online MarketingExpedia Australia (Wotif Brands)

@shadenmostafa

au.linkedin.com/in/shadenmohamed

plus.google.com/+Shaden Mohamed

© 2015 Expedia, Inc. All rights reserved.

@shadenmostafa #wotif

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That’s 203 million room nights sold per year (25% via Mob)

6 room nights are booked every second on an Expedia owned site

And $60 Billion in Gross Bookings in 2015

Tens of millions loyalty program members around world

Wotif alone is largest holder of verified guest reviews for AU hotels

@shadenmostafa #wotif

$3.4B on sales & marketing, $830M on tech & content

Make a Good First Impression

Source: Flurry Analytics, ComScore 2014; www.statista.com, July 2015

Provide tools that

facilitate a customer’s

decision making

Ensure you respond in a

way that is appropriate to

a customer’s environment

(Industry) Context is

everything when deciding

the right approach

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Give a Good Performance.

Fast load time directly correlated to better conversion

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Customers have higher expectations for speed on mobile

Use Performance Poverty Line to set your speed benchmark

10 8 6 4 2

Page Load Time (secs)

50%

25%

Page Abandonment

Increase as a %

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Make a Commitment…

… to understanding your Customer

1st party data is superior

Previous Behaviour

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Make a Commitment…

… to understanding your Customer

1st party data is superior

Previous Behaviour

Time of Day

@shadenmostafa #wotif

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Make a Commitment…

… to understanding your Customer

1st party data is superior

Previous Behaviour

Time of Day

Device & App Usage

@shadenmostafa #wotif

10@shadenmostafa #wotif

Acquire the right customers

Build Facebook Audiences using

Partner Categories (NEW)

Find more “Susans” via

custom audiences and

look-alike targeting

• Lives in Sydney

• ‘liked’ sport, finance & dog pages

• Purchase history indicates she owns a cat

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Walk down Madison Avenue

@shadenmostafa #wotif

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Walk down Madison Avenue

@shadenmostafa #wotif

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Cater to their needs, or the Competition will

@shadenmostafa #wotif

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Cater to their needs, or the Competition will

@shadenmostafa #wotif

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Put a Ring on It!

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Develop a Relationship with their Friends

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Be Spontaneous from time to time

Recognition

Reward

@shadenmostafa #wotif

@shadenmostafa

au.linkedin.com/in/shadenmohamed

plus.google.com/+Shaden Mohamed