Se connecter au voyageur digital : challenges et opportunités? Florence Kaci Directrice Commerciale Europe, Moyen Orient, Specialiste Marche Europee.

Mardi 10 Decembre, 2013 Une presentation PhoCusWright Se connecter au voyageur digital : challenges et opportunités? Florence Kaci Directrice Commerciale Europe, Moyen Orient, Specialiste Marche Europee.

Un Marché divisé

Le marché européen du voyage se redresse mais de facon inégale 280 270 260 250 240 230 220 210 200 European Gross Bookings (Billions Euros) 2008-2015 4% 3% 2% 5% 5% 4% (-10%) '08 '09 '10 '11 '12 '13 '14 '15 Source: PhoCusWright s European Online Travel Overview Ninth Edition 2013 PhoCusWright Inc. All Rights Reserved. 3

Malgré la crise economique, les marchés du voyage d Europe de l Ouest et de l Est continuent a croitre, meme si la croissance est faible, et la demande des voyageurs reste forte. Le secteur en ligne croit toujours de facon exponentielle modifiant le paysage du voyage de loisirs et d affaires. Les intermediaires offline doivent s adapter a un nouvel environnement, ou beaucoup seront amener a disparaitre. Les technologies des reseaux sociaux et mobile changent les regles aujourd hui mais peu d acteur savent vraiment comment les utiliser efficacement. Source: PhoCusWright Inc. 2013 PhoCusWright Inc. All Rights Reserved. 4

Online Penetration Le marché du voyage francais( M) et la croissance des parts de marché en ligne(%), 2011-2015 2011 9,5 6,7 41.4 39% 2012 10,6 7,9 +14% 43.8 42% 2013 11,4 8,8 +10% 45.5 45% 2014 12,1 9,6 +7% 46.8 46% 2015 12,7 10,3 +6% 48.2 48% 0 10 20 30 40 50 Supplier-Direct Online OTA Total Note: 2013-2015 projected Source: Source: PhoCusWright s European Online Travel Overview Ninth Edition 2013 PhoCusWright Inc. All Rights Reserved. 6

Les Tour Operators désesperent Source: PhoCusWright Inc.

Online Direct Penetration Réservations brutes des Tos francais( B) et pénétration en ligne directe des fournisseurs, 2011-2015 2011 0,9 5.2 17% 2012 0,9 5.1 18% 2013 0,9 4.8 19% 2014 0,9 4.6 20% 2015 1,0 4.6 21% 0 1 2 3 4 5 6 Supplier-Direct Online Total Note: 2013-2015 projected Source: Source: PhoCusWright s European Online Travel Overview Ninth Edition 2013 PhoCusWright Inc. All Rights Reserved. 8

Les agences de voyages en ligne sur le marché francais, estimations des parts de marché, 2011 and 2012 2011 2012 Voyages- Prives 5% Karavel/ Promovacances 6% Orbitz/ Ebookers 3% Travelocity/ Lastminute 4% Others 15% Expedia/ Hotels.com 15% Priceline/ Booking 23% Orbitz/ Ebookers 3% Voyages- Karavel/ Prives Promovacances 5% 5% Travelocity/ Lastminute 4% Others 13% Expedia/ Hotels.com 15% Priceline/ Booking 29% Odigeo 29% Odigeo 26% Note: Totals may not add to 100% due to rounding. Source: Source: PhoCusWright s European Online Travel Overview Ninth Edition 2013 PhoCusWright Inc. All Rights Reserved. 11

Marché total, Réservations brutes en ligne du secteur de loisir et du voyage d affaires non géré ( B) et part du mobile par rapport au total en ligne (%), 2012 60 50 40 30 20 10-6% 8% 6% 5% 5% 4% Germany U.K. France Spain Scandinavia Italy Total Online Mobile Share of Total Online 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% Source: PhoCusWright s European Online Travel Overview Ninth Edition 2013 PhoCusWright Inc. All Rights Reserved. 12

Le voyageur européen devient un voyageur digital

Population des voyageurs: France French adult population 49 million 1 French adults with Internet access 36 million (73%) 2 French travelers 25 million (51%) 3 1. Source: Eurostat 2. Source: Eurostat 3. Source: PhoCusWright s European Consumer Travel Report Fourth Edition Base: Consumers who have stayed in paid accommodations and/or taken flights/rail for leisure travel in the past 12 months (N=1,028) 2013 PhoCusWright Inc. All Rights Reserved. 14

Les 3 raison principales pour ne pas voyager Financial considerations/travel is too expensive 47% 50% 55% I went to places where I could stay with friends/family 14% 15% 24% France No time to travel 18% 16% 22% Germany U.K. Source: PhoCusWright s European Consumer Travel Report Fourth Edition 2013 PhoCusWright Inc. All Rights Reserved. 16

Préférences en matiere de dépenses. Travel and Tourism Travel and Tourism Travel and Tourism Dining/nightlife Consumer Electronics Dining/nightlife Entertainment/Sports Dining/nightlife Consumer Electronics Fashion and accessories Fashion and accessories Home improvements Health/Beauty/Spa products Home improvements Consumer Electronics Cars/car-associated goods Health/Beauty/Spa products Home improvements Entertainment/Sports Cars/car-associated goods Entertainment/Sports Fashion and accessories Cars/car-associated goods Health/Beauty/Spa products Source: PhoCusWright s European Consumer Travel Report Fourth Edition 2013 PhoCusWright Inc. All Rights Reserved. 17

Voyages domestiques et internationaux(% of all Domestic Other European Countries Non-European Countries trips) 17% 17% 17% 32% 51% 39% 44% 34% 49% Source: PhoCusWright s European Consumer Travel Report Fourth Edition 2013 PhoCusWright Inc. All Rights Reserved. 19

Comportements géneraux des voyageurs Annual Travel Incidence Annual Household Travel Spend Annual Trip Frequency Average Trip Duration Base: Internet users, France (2011 N=2,271, 2012 N=1,961, 2013 N=2,258); Germany (2011 N=1,991, 2012 N=1,827 2013 N=2,056), U.K. (2011 N=1,703, 2012 N=1,961, 2013 N=1,875) Source: PhoCusWright s European Consumer Travel Report Fourth Edition 2013 PhoCusWright Inc. All Rights Reserved. 20

France: préference de catégories d hébergement 2011 2012 2013 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Midscale hotel/resort (three-star) Residential home of friends/family Budget hotel/motel Holiday home that you rented Bed & breakfast Upscale hotel/resort (four-star) Holiday home that you, friends or family own All-inclusive resort Luxury hotel/resort (five-star) Hostel Timeshare or fractional ownership property Other Question: What type of lodging did you use in the past year when traveling for leisure? Select all that apply. Base: French travelers (2011 N=896, 2012 N=878, 2013 N=1,028) Source: PhoCusWright s European Consumer Travel Report Fourth Edition 2013 PhoCusWright Inc. All Rights Reserved. 22

Types de destinations loisirs ( % de tous les voyages) 6% 5% 2% 2% France Destination that you selected independently 31% 48% 6% 4% 2% 6% Destination where you visited friends or family casually (not driven by a social event, such as a reunion or wedding) 21% 62% Germany 6% 4% 3% Destination where you attended a social event, such as a reunion or wedding Destination where you, friends or family own a holiday home U.K. 10% 22% 56% Destination where you added a leisure stay as an extension of a business trip Destination where you have a timeshare or fractional ownership of property Question: Of the N total leisure trips you took in the past year, how many were: Base: French travelers (2011 N=896, 2012 N=878, 2013 N=1,028); German travelers (2011 N=915, 2012 N=892, 2013 N=1,036); U.K. travelers (2011 N=810, 2012 N=844, 2013 N=997) Source: PhoCusWright s European Consumer Travel Report Fourth Edition 2013 PhoCusWright Inc. All Rights Reserved. 23

France Germany U.K. France Germany U.K. France Germany U.K. France Germany U.K. France Germany U.K. France Germany U.K. France Germany U.K. France Germany U.K. France Germany U.K. Sites utilisés pendant la phase de sélection de la destination ( dernier voyage) 70% 2011 2012 2013 60% 50% 40% 30% 20% 10% % General search engines Online travel agency websites Traveler review websites Travel provider websites Travel search engines* Destination websites Travel guide websites Deals newsletters/websites Question: What type(s) of websites did you use? Select all that apply. Base: French travelers (2011 N=896, 2012 N=878, 2013 N=1,028); German travelers (2011 N=915, 2012 N=892, 2013 N=1,036); U.K. travelers (2011 N=810, 2012 N=844, 2013 N=997) Note: *Historical data not available due to a change in methodology. Source: PhoCusWright s European Consumer Travel Report Fourth Edition Magazine/newspaper websites 2013 PhoCusWright Inc. All Rights Reserved. 24

France Germany U.K. France Germany U.K. France Germany U.K. France Germany U.K. France Germany U.K. France Germany U.K. France Germany U.K. France Germany U.K. France Germany U.K. Sites utilisés en phase de shopping 70% 2011 2012 2013 60% 50% 40% 30% 20% 10% % General search engines Online travel agency websites Traveler review websites Travel provider websites Travel search engines* Destination websites Travel guide websites Deals Magazine/newspaper newsletters/websites websites Question: What type(s) of websites do you typically use when comparing and choosing leisure travel products? Select all that apply. Base: French travelers (2011 N=896, 2012 N=878, 2013 N=1,028); German travelers (2011 N=915, 2012 N=892, 2013 N=1,036); U.K. travelers (2011 N=810, 2012 N=844, 2013 N=997) Note: *Historical data not available due to a change in methodology. Source: PhoCusWright s European Consumer Travel Report Fourth Edition 2013 PhoCusWright Inc. All Rights Reserved. 26

Temps passé a planifier son voyage de loisir sur le PC, le smartphone et la tablette (Mobile Travel Planners) 17% 18% Desktop/Laptop Smartphone 65% Tablet Source: PhoCusWright s European Consumer Travel Report Fourth Edition 2013 PhoCusWright Inc. All Rights Reserved. 27

Activités actuelles et futures sur le mobile (France) 2011 2012 2013 Next 12 months Research local activities such as restaurants and shows View maps or get directions Research travel products such as hotel rooms or flights Reserve/purchase local activities such as restaurants and show tickets Reserve/purchase travel products such as hotel rooms or flights Check-in for flight, hotel, train, or car rental Make online changes to existing travel reservations Use as a boarding pass or ticket for flight or train 0% 10% 20% 30% 40% 50% 60% Question: Please indicate which, if any, of the following activities you have performed via your mobile telephone in the past 12 months, and which you are likely to do in the upcoming 12 months. Select all that apply for each activity. Base: Travelers with mobile phones: French travelers (2011 N=866, 2012 N=867, 2013 N=1,009) Source: PhoCusWright s European Consumer Travel Report Fourth Edition 2013 PhoCusWright Inc. All Rights Reserved. 29

Facteurs de fidelisation 36% It offers better prices/value 37% 49% It is reliable/i haven't had problems 36% 44% 45% France Germany U.K. It's easy to shop/find what I am looking for on its website 22% 30% 32% Source: PhoCusWright s European Consumer Travel Report Fourth Edition 2013 PhoCusWright Inc. All Rights Reserved. 32

Je m attends a ce que les sites de voyages référencent mes activités passées afin de personnaliser leur offre. Strongly Disagree 2 3 4 Strongly Agree 1-2 Trips Annually 24% 18% 36% 16% 7% 3-5 Trips Annually 20% 21% 29% 21% 9% 6+ Trips Annually 17% 16% 28% 25% 14% Source: PhoCusWright s European Consumer Travel Report Fourth Edition 2013 PhoCusWright Inc. All Rights Reserved. 34

Les Activités : une réelle opportunité

Activités liées aux voyages en 2012 24B 37B * Projected from PhoCusWright s When They Get There and Why They Go: In-Destination Activities, U.S. 2010 Source: PhoCusWright s When They Get There and Why They Go: In-Destination Activities, Europe 2013

Source: PhoCusWright s When They Get There and Why They Go: In-Destination Activities, Europe 2013 2 voyageurs sur 3 achetent généralement en ligne 23% des reservations d activités liées au voyage se font en ligne

2 voyageurs sur 3 possede un mobile Mais 4 sur 5 en limite l utilisation quand il s voyagent 2 voyageurs sur 5 ont deja acheté un produit lie au voyage sur leur mobile 1 fournisseur sur 3 a une site mobile 1 voyageur sur 3 dit qu il a deja reservé une activité liée a son voyage sur son mobile Livraison de tickets via le mobile est inf. A 5% 2013 PhoCusWright Inc. All Rights Reserved. 40 Source: PhoCusWright s When They Get There and Why They Go: In-Destination Activities, Europe 2013

2 Euros sur 3 depensés sur le Mobile est une excursion/ tour. European Five Travel Activities Mobile Gross Bookings ( M) and Share by Market and Activity Group (%), 2012 43 14% 36 12% 106 35% 13M 4% 37M 12% 51 17% 65 22% 69M 23% 182M 61% Germany U.K. France Italy Spain Tours & activities Events Attractions Ground transportation Note: European Five includes Germany, U.K., France, Italy and Spain Source: PhoCusWright s When They Get There and Why They Go: In-Destination Activities, Europe 2013 2013 PhoCusWright Inc. All Rights Reserved. 41

Le marché des activités en Europe représente environ la moitié de la taille du marché de l hébergement Total European Travel Activities Market & Key Travel Segments ( B), 2012 120,0 100,0 80,0 60,0 40,0 20,0 - Air Hotels Travel Activities Car Rental Source: PhoCusWright s When They Get There and Why They Go: In-Destination Activities, Europe 2013 2013 PhoCusWright Inc. All Rights Reserved. 42

Les activités en Europe totalisent 13% du marché total du voyage European Travel Market Gross Bookings Share by Segment, 2012 Car Rental 4% Rail 11% Travel Activities 13% Tour Operator 6% Air 38% Hotels 28% Tour operator overlap with air, hotel, 13% Source: PhoCusWright s When They Get There and Why They Go: In-Destination Activities, Europe 2013 2013 PhoCusWright Inc. All Rights Reserved. 43

La taille du marché des activités par rapport aux autres segments/ par marché. Travel Activities Market and Key Travel Segments by Country, 2012 ( B) 35 30 Activities Hotels Air Car Rental 25 20 15 10 5 0 Germany U.K. France Italy Spain Source: PhoCusWright s When They Get There and Why They Go: In-Destination Activities, Europe 2013; PhoCusWright s European Online Travel Overview Ninth Edition 2013 PhoCusWright Inc. All Rights Reserved. 44

Activités des voyageurs les plus actifs (highest frequency) Performing arts Spa & wellness Walking tours Air tours Source: PhoCusWright s When They Get There and Why They Go: In-Destination Activities, Europe 2013 Sporting events

Excursions, Aventure, Transports terrestres génerent le plus de revenu en France Revenu par type d activité ( M): France Tours Adventure/recreational activities Ground transportation Performing arts Amusement park/theme park Spa and wellness Sporting events Museum, zoo or aquarium Cultural/historical attraction Natural attraction Festivals Multi-attraction pass Source: PhoCusWright s When They Get There and Why They Go: In-Destination Activities, Europe 2013-200 400 600 800 1 000 1 200 1 400 1 600 1 800 2013 PhoCusWright Inc. All Rights Reserved. 46

Les voyageurs francais deviennent plus actifs Participation in Activities on Leisure Trips (Incidence & Frequency): France Ground transportation Museum, zoo or aquarium Amusement park/theme park Natural attraction Tours by land Adventure/recreational activities Cultural/historical attraction Walking tour Performing arts Cultural tours Tours by water Spa and wellness Sporting events Tours by air Shore excursions Festivals Multi-attraction pass 0% 10% 20% 30% 40% 50% 60% Q4: Please indicate how many times you have engaged in each of the following activities (including attractions, events and tours) while travelling for leisure in the past 12 months, regardless of whether you paid to participate or participated for free. Base: 1,056 French active travelers Source: PhoCusWright s When They Get There and Why They Go: In-Destination Activities, Europe 2013 2013 PhoCusWright Inc. All Rights Reserved. 47

Trop de choix tue le choix Moins c est mieux La segmentation de clientele devient plus sophistiquée Filtrer son contenu pour des plateformes de distribution plus petites Privillégier le juste choix versus la quantité et les choix alternatifs Source: PhoCusWright s Travel Innovation and Technology Trends: 2013 and Beyond 2013 PhoCusWright Inc. All Rights Reserved. 48

Les technologies disponibles via les réseaux sociaux bouleversent le schema tradionnel Facebook Des fournisseurs aggressifs Création de valeur ajoutée Mieux cibler ses voyageurs Source: PhoCusWright s Travel Innovation and Technology Trends: 2013 and Beyond 2013 PhoCusWright Inc. All Rights Reserved. 49

L experience du client est reine Le differentiateur Mobile: un nouveau monde, de nouvelles opportunites d atteintre et de rester avec votre voyageur Les assistants virtuels Ameliorer le service client pour ameliorer ses parts de marché Source: 2013 PhoCusWright s PhoCusWright Travel Inc. All Innovation Rights Reserved. and Technology Trends: 2013 and Beyond 50

Questions? Florence Kaci Linked in: Florence Kaci Email: fkaci@phocuswright.com Skype: fkaci