Facebook: The Future of Travel in a Connected World. ITB 2014 Keynote. Lee McCabe.

Facebook: The future of travel in a connected worldLee McCabe, Global Head of Travel Strategy | Facebook

Infinite memory

Instant communication

A heck of a lot of processing power

Everyone is a travel agentEveryone is a publisher

We’ve come full circlePeople

Back then

Algorithm

Internet

Crowds

UGC

People

Facebook

Expert

Agents

Inspiration Conversion Retention

Media crossover in terms of time spent

Source: eMarketer, US , July 20131950 1960 2000 2010

Television

Digital

Mobile

Media crossover in terms of time spent

Source: eMarketer, US , July 20131950 1960 2000 2010

Mobile

Digital

Television

50% mobile

Source: eMarketer, July 2013

79% of smartphone users keep their phones with them for all but

two hours of their waking day

Source: IDC Always Connected Report, US, March 2013

Book Experience ReflectPlanDream

SHARING

Inspiration

Man watching TV

Option 1

News Feed fuels discovery.

Reach more people than major TV networks

Population reach for total day, people 18–24

P R I M E T I M E

Network 1 Network 2

Network 3Network 4

Source: Nielsen TV/Internet/Mobile Data Fusion, January 2013. Facebook data reflects online and mobile reach

0%

10%

20%

30%

40%

50%

60%

70%

80%

300MImpressions in

Facebook News Feed

16.3MPeople reached in Germany & the US

+14%Brand favorability

Lufthansa

Conversion

47%revenue increase 30%

increase in sales

Sixt

Desktop

Travel goes mobile

Source: PhocusWright

Ownership of web-enabled devices Share of total Travel market

2011

70%

20%

10%

80%

2012 2013

Laptop Smartphone

2011

10%

5%

0%

20%

2012 2013 2014 2015

Tablet

30%

40%

50%

60%

The paradigm is shifting

80%of mobile activity

via apps

Then Today

Source: Flurry 5 Year Report: It’s an app world. The web just lives in it. Statista

26Apps per average

person

Apps drive efficiency and loyalty

Apps will drive travel

The land grab has begun

Apps mean disintermediation

Be where people are all day, every day

Source: US Mobile Total Monthly Minutes, comScore, September 2013

Get your app in the hands of customers

10x higher click to

install rate from mobile app install ad, compared to

traditional banner

Keep them coming back

Retention

Ted,enjoys exotic

vacations

Neil, owns a private

plane

Jesse,loves

yachting

Julie,just got

scuba-certified

Troy,likes

adventure travel

William, avid golfer

Jane, thinking of

taking a cruise

Source: Nielsen OCR, August 2013

89%The average Facebook reach for narrowly

targeted campaigns is accurate

38%The average online reach

for narrowly targeted campaigns is accurate

Lots of people.The right people.

Social marketing is just marketing.

Inspiration Conversion Retention