Nerissa Marbury, PMP for Ben Alter, J.D. Humphries and Tristan Smith
The Travel Industry Heightened Need For Information Financial & Emotional Investment Time: Scarce Commodity Simplest Trip = Array of Options Bridge Gap between Expectations & Experience
Advertising Landscape
The Travel Product Intangible
Diverse
No Pre-Test
Kayak.com "We created the site to meet the needs of today's consumers who are frustrated by having to search multiple sites to find the best deal.�
www.kayak.com
Search Engine No Selling
Real Time Availability
No Hidden Agenda 100 Travel Sites
Real Time Prices
Avoid Service Fees
Incentive Benefit
The C-Suite Terry Jones Chairman of the Board, Kayak.com Travelocity Steve Hafner Co-Founder & CEO, Kayak.com Orbitz, Inc.
Paul English Co-Founder & CTO, Kayak.com Intuit
Gregory E. Slyngstad Board Director, Kayak.com Expedia, Inc.
How Kayak Makes Money
12% - 17%
8%
10%
How Kayak Makes Money
Targeted Marketing City Dates Length of Stay Airline or Hotel Brand
How Kayak Makes Money
Click-Through Rates 6X Higher than untargeted placements
How Kayak Makes Money
Revenue* $85 Million * December 2007
Affiliates
Competitors Travel Search Engines
Competitive Comparison
Unique Visitors Kayak 4.1M Mobissimo 294K
YOY% Kayak 9% Mobissimo 41% www.compete.com
Search Engine
Online Travel Agencies
Competitors Travel Search Engines
Competitive Comparison
Unique Visitors Expedia 11.2M Kayak 4.1M
YOY% Kayak 9% Others -9 to -21% www.compete.com
Competitive Comparison
YOY # 297 Kayak 13 Others -26 to -40
www.compete.com
Competitive Comparison
Avg. Stay Kayak 4:49 Others 8:08 avg
www.compete.com
The Bottom Line Not Selling Anything Objective, Comprehensive Information You Decide Which Products You Decide Where to Buy
Freedom of Choice, Freedom of Voice Brand Positioning
Freedom of Choice, Freedom of Voice Philosophy #1: Give Consumers the option Philosophy #2: Kayak Listens
Brand Value Best Travel Search Engine
Best Search Aid
Reputation Best of the Web
Coolest
Brand Value
Relationship
Brand Value
Experiential
Brand Value
Symbolic Travel
Demographics
www.quantcast.com
Target Audience
Doesn’t Go After Segments
75% Book Airfare
Wealthy, Educated & Older
Public Relations Press Releases
Word of Mouth
User Experiences
http://monitter.com/
Objective #1 website for online travel search
Objective #1 website for online travel search
Marketing & Promotions Ad Spend: 100% Online key words & travel site ads Budget: 35% of revenues
Problem Gain market share without spending hundreds of millions on advertising
Challenge Preferably without the use of paid traditional offline media
Opportunities for Success Lengthen Time on Site Increase Number of Visits Leverage Family of Sites
Life’s A Trip! There’s a million reasons to travel. There’s one site to search before you go.