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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.

Kayak Brand Brief  

This brand brief was presented to the communication strategist and creative team in Fall 2008 at the VCU Brandcenter in Richmond, VA.

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