Is the Feeling Mutual?
Shaden MohamedSenior Director, Head of Online MarketingExpedia Australia (Wotif Brands)
@shadenmostafa
au.linkedin.com/in/shadenmohamed
plus.google.com/+Shaden Mohamed
© 2015 Expedia, Inc. All rights reserved.
@shadenmostafa #wotif
3
That’s 203 million room nights sold per year (25% via Mob)
6 room nights are booked every second on an Expedia owned site
And $60 Billion in Gross Bookings in 2015
Tens of millions loyalty program members around world
Wotif alone is largest holder of verified guest reviews for AU hotels
@shadenmostafa #wotif
$3.4B on sales & marketing, $830M on tech & content
Make a Good First Impression
Source: Flurry Analytics, ComScore 2014; www.statista.com, July 2015
Provide tools that
facilitate a customer’s
decision making
Ensure you respond in a
way that is appropriate to
a customer’s environment
(Industry) Context is
everything when deciding
the right approach
@shadenmostafa #wotif
Give a Good Performance.
Fast load time directly correlated to better conversion
@shadenmostafa #wotif
Customers have higher expectations for speed on mobile
Use Performance Poverty Line to set your speed benchmark
10 8 6 4 2
Page Load Time (secs)
50%
25%
Page Abandonment
Increase as a %
@shadenmostafa #wotif
7
Make a Commitment…
… to understanding your Customer
1st party data is superior
Previous Behaviour
@shadenmostafa #wotif
8
Make a Commitment…
… to understanding your Customer
1st party data is superior
Previous Behaviour
Time of Day
@shadenmostafa #wotif
9
Make a Commitment…
… to understanding your Customer
1st party data is superior
Previous Behaviour
Time of Day
Device & App Usage
@shadenmostafa #wotif
10@shadenmostafa #wotif
Acquire the right customers
Build Facebook Audiences using
Partner Categories (NEW)
Find more “Susans” via
custom audiences and
look-alike targeting
• Lives in Sydney
• ‘liked’ sport, finance & dog pages
• Purchase history indicates she owns a cat
11
Walk down Madison Avenue
@shadenmostafa #wotif
12
Walk down Madison Avenue
@shadenmostafa #wotif
13
Cater to their needs, or the Competition will
@shadenmostafa #wotif
14
Cater to their needs, or the Competition will
@shadenmostafa #wotif
15
Put a Ring on It!
@shadenmostafa #wotif
16
Develop a Relationship with their Friends
@shadenmostafa #wotif
17
Be Spontaneous from time to time
Recognition
Reward
@shadenmostafa #wotif
@shadenmostafa
au.linkedin.com/in/shadenmohamed
plus.google.com/+Shaden Mohamed