Rooomr

Turning Travelers into Benefactors

1. US:
David Andreone,
[email protected]
310.951.8713
or
Alex Carlton,
[email protected]
310.717.4195
UK:
Benjamin Hay
[email protected]

2. General Introduction
Global Market
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Millennial Travelers
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Social Good
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•In 2011, there were over 983 million
international tourist arrivals worldwide, up
4.6% from 2010
•The global leisure travel market was
worth $2 trillion in 2012
•In 2009, American online travel revenues
were $116 billion; by 2012 revenues
exceed $160 billion
•There are 3,000,000 rooms booked per
night in the US alone

•Travel spending by Millennials rose 20%
in 2010, making them the fastest growing
age segment for travel.
•Millennials control $400 billion a year and
are poised to become the most powerful
spending group in history
•60% of Millennials travel for leisure, as
opposed to 40% of older generations
•The notion that for profit enterprises
could be anything besides for profit is an
exciting new reality on the American
corporate landscape, with such success
stories as TOMS, Warby Parker and
Charity:Water
•While doing good can clearly build brand
loyalty, doing good is, more importantly, a
moral imperative in the coming years
When technology and social dynamics align perfectly,
there are huge growth opportunities with new and emerging audiences

3. Introducing Rooomr
Rooomr is a hotel booking site targeting Millennial travelers,
set against a robust one-for-one philanthropic model
•Rooomr features 2,500+ hotels around
the world, searchable by destination,
hotel name or cultural event
•Rooomr turns typical curation upside
down, looking at such atypical criteria as
neighborhood vibe (Williamsburg,
Downtown Los Angeles, Shoreditch,
etc.), design aesthetic, tech offerings
(free wifi, Apple TV, etc.), clientele profile,
proximity to restaurants and boutiques,
and the best hotels to frequent during
events like Coachella, Art Basel and New
York Fashion Week
•Book A Room Give A Room , our
philanthropic initiative, means that for
every room booked, Rooomr makes a
corresponding one-for-one donation
toward at-risk and homeless youth
•Rooomr has an exclusive partnership
with Virgin Unite who steward donations
to their initiative targeting homeless
youth, The RE*Generation
Hotel Curation
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Social Good
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Millennial Target
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•Rooomr’s primary target are urban-
dwelling Millennials in their 20s and 30s.
This audience is addicted to travel,
music, culture, and has an almost innate
sense to respond to the world’s most
vexing social problems
•Rooomr’s secondary target are socially
conscious travelers, regardless of age

4. •Sites for the masses like Orbitz and Travelocity, apply a generic ‘one
size fits all’ approach to their users, an approach that most Millennials
find unattractive
•The large online travel agencies (OTAs) are discount driven, and
largely dominated by chains -- Hilton, Marriott, Intercontinental
•The large OTAs are grossly ineffective in attracting and driving the very
guests that non-chain hoteliers want to attract most: brand-loyal
Millennials
•Sites for high net worth individuals (Tablet, Gilt, Jetsetter) are out of
reach for most Millennials, making them aspirational at best
•Like the large OTAs, many of these high end sites also target chains --
Peninsula, Four Seasons, Ritz-Carlton -- brands that typically lack
significant appeal from Millennials
•The majority of properties represented on these sites fail to truly embody
the culture and flavor of their often exotic locales. Millennials seek out
authentic experiences, and would generally not consider staying at the
majority of hotels on these sites
The Problem
There are only two categories of hotel booking sites,
neither of which provide significant appeal to Millennials
Sites for the Masses
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Sites for the Rich
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5. •The global leisure travel market was
worth $2 trillion in 2012
•USA has experienced growth in online
travel: 2009 revenues were $116 billion,
by 2012 revenues exceed $160 billion
•Second largest category of online travel
purchases is hotel bookings
•USA has 4.8 million hotel rooms, and an
annual occupancy rate of 62% per
annum. This translates to 3,000,000
rooms booked per night

The Solution
Rooomr will own the Millennial travel space by offering curated hotels, tailored
lifestyle editorial and a business model that drives true social change
Online Travel
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Millennial Travelers
_________________Profit & Purpose
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•While our market is global, the initial
focus is on the USA, which alone has 95
million Millennials aged 19-35
•Of those 95 million US-based millennials,
Rooomr will hyper-target our initial
message to Los Angeles, San Francisco
and New York
•60% of North American Millennials travel
for leisure, as opposed to 40% of older
generations
•93% of Millennials are avid Internet users
(compared to 88% of adults aged 36-54)
•By 83%, Millennials overwhelmingly
prefer brands that have robust social
good initiatives over those that don’t
•In the travel space, Rooomr is first to
market with a model that is driven largely
by social good
•Rooomr is the only online travel agent
(OTA) with a robust social good
component central to their core.
•By partnering with Richard Branson’s
Virgin Unite, Rooomr is aligned with a
highly influential global brand, as well as
a transparent and progressive player in
the non-profit space

6. Our Team
In addition to having proven entrepreneurial experience with deep social
enterprise knowledge, we have a track record of creating viable brands
of interest to global youth culture. This is an essential competitive edge
David Andreone
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Benjamin Hay
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Alex Carlton
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•Nearly 15 years experience creating
content for, and marketing to, youth
markets, via running Artist & Repertoire
(A&R) departments at Warner/Chappell
Music, Columbia Records and MySpace
•Diverse artist signings resulting in sales
exceeding 25 millions units worldwide
•Deep relationships across the music
space, particularly with artists, promoters,
agents and managers
•A native of San Diego, based in Los
Angeles, graduate of Pepperdine
University and favorite cities include New
York and Havana
•A barrister with 8 years litigation
experience and a background in strategy
consulting
•An On Purpose Associate, a leadership
program for social enterprise leaders
•Deep knowledge of the social enterprise
market developed by a secondment at
Big Society Capital
•A native of London, graduate of
Cambridge University and favorite far
flung destinations include the Atacama
Desert and the peak of Kilimanjaro
Co-Founder & CEO Co-Founder & CMO Managing Director (UK)
•Founder of Funkin, the 100% natural
global a brand leader, found in more than
twenty countries globally
•Funkin has achieved on average 30%
annual growth, and was a major
contributor to the explosion of cocktail
culture across Europe and the UK
•Alex’s strengths lie in his relationships
across North America and Europe, as
well as in brand development, sales
channel management, marketing and
innovation
•A native of London, based in Los
Angeles, a classic entrepreneur,
his favorite destinations include the Alps,
Cape Town and Ibiza

7. Business Model
A simple model that generates revenues with each booking,
and a sustainable model that ensures both viability and longterm social good
For Profit
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For Purpose
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•The Rooomr business model is simple: with each booking, we derive a
commission of approximately 10%. Bookings average $500 each,
making our gross revenue per booking approximately $45-50 dollars
•For the short run, transactions are powered by white-labeled integration
with Expedia’s API, providing competitive price parity, scalability, and
avoiding exorbitant ‘start-up’ tech investment
•Other sources of revenue will include festival and event ticket
commissions, brand sponsorship and advertising
•Our exclusive partnership with Virgin brings seemingly unlimited
opportunities for promotional tie-ins with their various entities, including
Virgin Mobile, Virgin America and Virgin Hotels
•Rooomr takes the typical “double bottom line” model a step further,
donating 5% of its gross revenues derived from hotel commissions to
Virgin Unite’s The RE*Generation. By donating from gross revenue
rather than net profit, Rooomr ensures a ‘one for one’ model - every
booking made results in a donation
•Rooomr guarantees lowest price, and never passes the expense of the
donation on to our customers

8. Scaling The Model
Three Year Projection

9. Marketing Approach
When values are shared (travel, arts/music, social good),
Millennials are intensely brand loyal
•Social, social social! Fully engage our
audience on Twitter and Facebook (as
well as Pinterest and Instagram)
•Presence on relevant sites like Dwell,
Vice, Filter, Wallpaper, Nylon, KCRW,
Origin Magazine, SpyOnVegas, etc.
•Aggressive SEO and SEM
•Public relations targeting travel, music,
arts and culture and sustainability
communities
•Experiential marketing at art, music and
lifestyle events including events like
Coachella, Art Basel and SXSW
•Highly selective traditional alignments
with the likes of KCRW, Filter Magazine
and Origin Magazine
•Virgin Tie-Ins: take full advantage of
promotional opportunities that potentially
exist with Virgin brands (including high
profile exposure via FreeFest, their social
networks, etc.)
•Music Festivals: Placement of Rooomr
links on music festival promoter sites
(“Click here for available hotels near this
festival”). Ex: Insomniac, Lollapalooza,
LiveNation, etc.
•Hotel Groups: position Rooomr alongside
appropriate hotel groups (Morgans, Ace,
Kimpton, etc.) -- brands that Millennials
already gravitate toward
Digital
Channels
Partnerships &
Referrals
Traditional
Channels
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10. What’s Next
Mobile and Millennials go hand-in-hand, especially when it comes to travel.
This, and enhancing social integration, are imperative product iterations
Consumer Experience
•Optimizing on mobile and tablets,
including development of an app
•Enhancing social interaction among
users is crucial, to include check-in and
“charitable brag”, as well
•Peer Property Reviews: Millennials want
to read hotel reviews by their peers, not
agenda-laden reviews by strangers
•Certified Rooomr Sustainable , a
certification Rooomr rewards to those
hotels that meet truly sustainable
business operating standards
•Leaving the Expedia API for a direct
handshake relationship with our hotel
partners. This will result in significantly
greater commissions, as well as
increased pricing flexibility
•Direct transactions will allow enhanced
customer offerings including the
packaging of trips (and ticket bundles)
with arts, music and cultural festivals
around the world
•Having established Rooomr in the USA,
expand into foreign markets to include
UK, EU, Brazil, Asia and Middle East
•Significant opportunities for growth exist
in Europe and Asia-Pacific
•Asia-Pacific is the fastest growing travel
market, predicted to exceed $350 million
in 2013, with online bookings comprising
25% of the market
Transaction Engine
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Going Global
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11. Our Advisors
Strategically selected advisors from the hotel and leisure industry,
branding and marketing, music and entertainment, and social enterprise
Nichol Carlson
Nichol hails from the music business. As VP of Marketing and Artist
Development at Sony Music, she was able to marry her knack for
producing with managing talent and working with brands. Nichol
currently consults Supajam, a UK based youth-centric network, and
charitybuzz, a company that aligns nonprofits with international brands
and celebrity icons to raise millions for causes around the world.
Scott Crane
Scott is the CEO of Up In Arms, where he orchestrates high-level
strategic partnerships pairing global brands, major media outlets, and
marquis talent (Stoli, vitaminwater, John Varvatos, Jaguar, Reebok, GQ,
SXSW, Coachella, Art Basel, Winter Music Conference, Sundance Film
Festival, NY Fashion Week, etc.).
Susan Cronin
A native of Marin County, Susan spent nearly twenty years in hospitality
operations, having held executive positions in iconic brand families such
as Kempinski Hotels + Resorts, Ritz Carlton, RTR, Future Bars SF and
Dominus Estate/ets/JP Moueix. Educated at both UC Berkeley and The
French Culinary Institute, Susan is a certified Sommelier.
Chris Douridas
Chris is a popular DJ and musical tastemaker at the influential Santa
Monica-based radio station, KCRW. He is also a music supervisor,
filmmaker, actor, television presenter, and a three time Grammy-
nominated producer of soundtracks and music videos. Chris also
worked at Dreamworks Records, Apple and AOL.
Tracy Gray
Tracy is the Senior Advisor for International Business and Marketing for
Los Angeles mayor, Antonio Villaraigosa. Prior, Tracy was Managing
Director at Collaborative Equity Partners, a venture catalyst consulting
firm focused on increasing access to capital for women and minority
entrepreneurs. Tracy is on various boards of directors and advisory
boards, and holds dual MBAs from Columbia University and University
of California, Berkeley, specializing in venture capital, international
business and corporate social responsibility.
Chris McClure
Chris began his career developing artists for labels and publishers, then
as a manager for Irving Azoff's Front Line Management. At Front Line,
Chris worked alongside a roster of 250+ artists through album cycles,
touring cycles, and corporate sponsorship campaigns, with a strong
focus on leveraging social media to galvanize audiences for a direct-to-
fan/consumer experience. Currently, Chris is founder of Transmedia
Creatives, and has worked with such brands as Variety, Microsoft,
Samsung and Virgin Mobile.
Greg Peck
Greg has been a successful real estate and hotel entrepreneur for many
years. He is the owner of Crescent Hotel Group, based in Beverly Hills.
Greg was also an owner and developer of the Cooper Union Square, a
luxury independent hotel in Downtown Manhattan (which he
subsequently sold to Andre Balazs to be the new Lower East Side
Standard Hotel). Greg earned his degree in Mathematics and
Economics from Columbia University, New York.