Jason Houle Vice President, Travel Operations Lixto Travel Price Intelligence 2.0

2 ©2010 Lixto Software My name is Jason Houle. For the last 5 years I have been building the price intelligence business for Lixto software in the travel vertical. Our price intelligence solution delivers real-time competitive price visibility on the web. It is critical that OTA’s and hoteliers monitor pricing, product ranking and customer evaluations on the web to ensure their competitive positioning. It is a well established fact that there are considerable price differences for the same product across different distribution channels – rate parity is a myth. Price optimization needs to be based on market information that reflects what customers are basing purchase decisions on - AND THAT IS INFORMATION OFF THE WEB!!! Today I will present an application built for the hospitality industry and I will show you how our clients use this information to benchmark the performance their products and to control the efficiency of their online distribution channels. In the development of this solution Lixto has pioneered three innovations that enable us to deliver the highest quality, most efficient price intelligence solution available.

3 ©2010 Lixto Software Innovation 1: Lixto Visual Developer The Visual developer is a visual development environment that we use to develop our data aggregation programs otherwise known as screen scrapers to get data off the web. We were awarded a patent in early 2010 for our unique approach to data aggregation. The video playing in the background is a recording of one of our engineers developing a data extraction program on the BOOKING.com website. The engineer is recording a navigation sequence to teach the tool where to find the data we are interested in. You can think of this as something like a macro recorder and the process is set up once for each website that our clients want to collect data from Once this navigation sequence is configured we can feed any combination of query parameters through the navigation sequence. The entire program is developed without programming a single line of code The main benefits of having patented technology like the Lixto Visual Developer to build on First: we can set up these processes very quickly Second: Maintenance is required when the structure of the website changes. The entirely visual nature of the development process means that the maintenance can be easily delegated to any free resource in our team as there is no code that needs to be picked apart. Normally our clients don’t even realize we have performed maintenance The data extraction programs are then deployed on cloud resources – Using many thousands of IP ranges that are constantly changing makes it nearly impossible for us to be detected We look like a customer visiting a website Our clients can scale up as required without the expenses or headaches associated with hosting the entire service ouselves

4 ©2010 Lixto Software Innovation 2: Data consolidation using crowd sourcing Everyone has heard of the cloud –let’s talk about the crowd A lot of the data we get like cancellation conditions, meal plans room type descriptions is unstructured located in free text fields on the websites This information needs to be mapped, or normalize the data so that it becomes comparable and we can perform analysis on it. It is nearly impossible to develop algorithms that perform this mapping correctly 100% of the so we don’t even try We use a low tech but extremely scalable solution utilizing hundreds of outsourced workers to perform our data matching jobs on the fly as mini tasks. Whenever we have a new website to collect data from, or data changes on a website we have a data mapping challenge that is handled through crowd sourcing to enable our customers to scale horizontally quickly and cost efficiently

5 ©2010 Lixto Software Innovation 3: Our SaaS analytics platform Although our clients benefit from two important innovations on our back-end the only thing they see is their own customized analytics platform which I am going to demonstrate for you now. The platform was developed using Oracle Business Intelligence to enable us to handle the requirements of even the largest of organizations

6 ©2010 Lixto Software Price Analytics and Operations

7 ©2010 Lixto Software Price Analytics & Price Operations HOME PAGE

8 ©2010 Lixto Software Price Analytics & Price Operations HOME PAGE

9 ©2010 Lixto Software Price Analytics & Price Operations HOME PAGE

10 ©2010 Lixto Software Price Analytics & Price Operations HOME PAGE

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21 ©2010 Lixto Software Price Analytics: Price Development by Check-In Date (Price Evolution)

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31 ©2010 Lixto Software Summary Our solution is designed to deliver key insights to help optimize pricing and workflow tools to speed up corrective measures to price discrepancies Leveraging our Visual developer, our crowd sourcing solution and our SaaS analytics Lixto delivers a significant and measurable increase to top line revenues for our clients by enhancing their ability to optimize prices in near time.

32 ©2010 Lixto Software Price Operations: Hotel Peer Group Report These were not in screenshots so I just put them on the background

33 ©2010 Lixto Software Price Operations: Hotel Peer Group Report Switch between currencies; Switch between min./max./avg in combination with Switch between values only, values+%, values+percent+rating/ranking By default, min. price, reviews and rankings are displayed in the table Drill-downs to offer Displays prices per hotel and its competitive set on the property‘s own channel and monitored web channels shows at how many offers the user is looking per attribute (as on home dashboard)

34 ©2010 Lixto Software Price Operations: Mockup – Hotel Peer Group Exceptions Like-to-like comparison Sort table by check-in date / price deviation / Country, City, Hotel Per default sorted by check-in date Drill-down to offer level Compare own room prices with prices of comparable rooms from the competitive set