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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


No Pre-Test "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.�

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, Travelocity Steve Hafner Co-Founder & CEO, Orbitz, Inc.

Paul English Co-Founder & CTO, Intuit

Gregory E. Slyngstad Board Director, Expedia, Inc.

How Kayak Makes Money

12% - 17%



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


Competitors Travel Search Engines

Competitive Comparison

Unique Visitors Kayak 4.1M Mobissimo 294K

YOY% Kayak 9% Mobissimo 41%

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%

Competitive Comparison

YOY # 297 Kayak 13 Others -26 to -40

Competitive Comparison

Avg. Stay Kayak 4:49 Others 8:08 avg

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


Brand Value


Brand Value


Brand Value

Symbolic Travel


Target Audience

Doesn’t Go After Segments

75% Book Airfare

Wealthy, Educated & Older

Public Relations Press Releases

Word of Mouth

User Experiences

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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