Travel with an insider ™

1. Travel with an insider™ Mobile and in-destination Travel Distribution Summit – London May, 2014

2. Company Highlights The Global Leader in Destination Activities 20,000+ tours and activities 400+ destinations in 150 countries 10 languages and accepting 10 currencies 11mm+ monthly web visits 1.5mm+ app downloads 1.5mm+ customers 15+ years focused on tours and activities

3. Mobile Goals? Provide an excellent customer experience, regardless of platform or device.

4. This may seem simple, but….

5. What are we doing on mobile?

6. The Mobile Commerce Revolution 0 124 166 112 103 98 245 128 37 Q: How Should Your Content Change in a Mobile / Tablet Environment? A: Where – What – How 0 73 96 196 193 186 252 214 186 200 236 252

7. How Should Content Change via Mobile? WHERE 1. Understand where your customers are. Viator Trend: Majority of mobile customers book within 3 days of travel 45% of smartphone bookings for travel within 3 days or less Transactions by Days Until Travel Same-day Bookings

8. How Should Content Change via Mobile? WHAT 2. Understand what your customers are looking for Mobile allows customers to self-serve – reducing offline support needs.

9. How Should Content Change via Mobile? HOW 3. Understand how your customers are reaching you. Tablets are scaling fast: • Over 30% of U.S. adults own a tablet, up from 2% less than 3 years ago; • Worldwide tablets sales: 232m in 2016 vs. 64m in 2011 (source: eMarketer) Tablets are the fastest growing category in travel.

10. The Rise of Tablets and What it Means Tablets <> mobile <> PC users • Usage patterns are different across mobile, tablets and PCs • Tablet are used for ‘couch surfers’ looking for inspiration, content and ideas • Bookings within 3 days or less on Viator channels reflect changing behaviors: Mobile – 61%, Tablet – 18%, PC – 6% Tablet users spend 2x the amount of time on site than mobile users – and slightly more than desktop users!

11. Viator San Francisco – via APP and Mobile Web 0 124 166 112 103 98 245 128 37 0 73 96 196 193 186 252 214 186 Mobile web is about location and destination 200 236 252

12. Viator San Francisco – via Tablet 0 124 166 112 103 98 245 128 37 0 73 96 196 193 186 252 214 186 Tablets are about Discovery! 200 236 252

13. How Should Content Change via Mobile? • Content may not need to change, but it needs to be optimized. The “Four A’s”: • Accessibility: Develop dedicated mobile platforms – target the message to the platform. SPEED matters! • Availability: Remove barriers to engage/book; SIMPLICITY matters. • Accuracy: Ensure that your content and information is in agreement across all access points. CONSISTENCY matters. • Analytics: Track performance. RESULTS!

14. The Mobile Commerce Revolution 0 124 166 112 103 98 245 128 37 How should your Communicationchange in a mobile / tablet environment? 0 73 96 196 193 186 252 214 186 200 236 252

15. Viator - How Should Communications Change via Mobile? • Geo-targeting:Take advantage of GPS and IP location data; test geo-fencing as part of your overall merchandizing plan • Get to the point: Short, quick calls to action are key. Limitations on how much you can say through a notification system or space on a device. • Give real value: Address an immediate problem or customer need; you know a lot about customer intent based on location, time to travel, time since last travel, etc.

16. How Do You Encourage the Behavior You Want? • Your marketing tactics don’t change; they simply adapt • Promos & Special offers: User nags, alerts and promos to drive engagement • Think beyond the search engine: Social media is as important on mobile as it is online • Usability: Remember the form of the interface, how unfriendly mobile devices can be. One example: short-cuts improve conversion

17. Going Mobile? Issues to consider • What are the key issues to consider when evaluating a mobile content strategy? • Seamless: Mobile redirects must be solid; Keep the message and theme consistent. • Paperless:Vouchers, paper receipts and documentation don’t work! • Roaming / Charges: Where will your customers be? Native vs. HTML5? • Develop your API: A robust, scalable API is key to bringing it all together • Track accurately: Use custom events, URL parameters and channel-specific promo codes to measure engagement; If your use a single-touch attribution model (first click, last click), consider a multi-touch or linear model that tracks across channels.

18. Viator Findings – Brand and Customer Loyalty • App vs. Mobile Web: • Apps are: • More immersive experience – Customer invests more time (discovery & download) • Creates a more loyal customer who purchases more items more often • More difficult marketing, relying on platform relationship and paid ad networks • Mobile web is: • High volume; Very transactional • Easier marketing: both SEO and SEM • Not as much loyalty built in • Moving web customers to e-vouchers and passbook is a way to get travelers to take us on the road with them. • Generating Revenue • Marketing channel - Send coupon codes and offers, redeemable cross channel. • Location specific push notifications – what’s on sale Today? • Spontaneous / Ancillary Sales - Customers buy marquee tours prior to travel. App/Mobile is perfect to replace the concierge in-destinationfor impromptu ideas. Overall, mobile users have a 47% higher LTV than web users.

19. Thank you!