MoMo Bangkok

How „Mobile“ Transforms an Industry

Tomas Laboutka!@tlaboutka!!CEO HotelQuickly!hotelquickly.com

Flashback

Our parents..

Trip

t

4 months

6 months

8 months

Travel Agency sends holiday catalogue

First meeting !with agent

Flight & hotel confirmed

Market dominated by!

• Travel agents!

• Whole sellers

Pre - .com

Market attributes:!

• highly fragmented!

• very in-transparent

calls for.. DISRUPTION

Online Travel Agents (OTA)

❖ more offers than any traditional travel agency!

❖ transparent pricing / cheaper rates!

❖ easy selection of hotels with filters!

❖ objective reviews by travelers!

❖ less need to plan ahead

How to become a successful OTA

best product!—> IT1

race to scale!—> M&A

2

stay top of mind!—> marketing 3

best prices!—> price pressure

4

4. Price Pressure

❖ more transparency!

❖ little differentiation!

❖ pressure on hotel margins

calls for.. PROTECTION

Introduction of Rate Parity Agreements

❖ protects hotel margins from OTA price war!

❖ enables everyone to offer the best price!

❖ differentiation by service rather than price advantages

Flashback

Our older siblings..

Trip

t

3 weeks

6 weeks

Reading reviews on TripAdvisor, browsing blogs

Flight & hotel confirmed

…dominance by OTAs

❖ Hotels in driver seat!

❖ Pricing dependent on production of travel agent

❖ OTAs in driver seat!

❖ Price fixing due to rate parity agreements

pre .com

post .com

calls for.. DISRUPTION

Same-day booking apps

❖ location based!

❖ non-crawlable!

❖ closed user group!

❖ last minute

increased relevance!

no meta indexing!

pricing flexibility!

demand driven

Regained Flexibility

Tours & packages OTAs & own website Apps

Full flexibility!Low volume

Price fixing!Big volume

Full flexibility!Low volume

mob

ile

onlin

e

offli

ne

Present

Us..

Trip

t

3 days

same day

Hotel booked

Flight booked

…fully flexible

What’s in it for us?

-28% from the cheapest flash-deal online*

*full month avg. in Jan 2014

Q&ATo get 500 THB starting credit, !

enter MOMOBKK in your HotelQuickly app