SUCCESSFUL MARKETING STRATEGIES CASE HISTORIES © RESEARCH FOR TRAVEL BARBADOS, SEPTEMBER 2006.

Slides:



Advertisements
Similar presentations
Great Western Travel Club Foundation & GW Travel and Cruise Mission, Vision, Values. Rewarding donor loyalty while creating a new revenue stream.
Advertisements

Great Western Travel Club Foundation Mission, Vision, Values. Rewarding donor loyalty while creating a new revenue stream.
Ambit Energy Affiliate Partner Program
Our vision To become the finest and most respected retail energy provider in the country.
Travel. About ICE  International Cruise & Excursions, Inc. (ICE Enterprises) founded by John & Marcia Rowley in 1995  Employs over 800 people worldwide.
UK Groups / Corporate Sales Department An overview of the market and customer management.
We offer more than 35 fabulous vacation destinations from over 50 us cities!!
About Sunrise Premiums Sunrise Premiums is constantly creating ways to meet the demands of a changing market so that customers are assured that.
Introducing Welcome The biggest holiday park operator in the South of England!
About Us At PreDealz we put businesses small or large in a position to be successful by designing a marketing and advertising campaign to meet their short.
TechnoloyPlus Insightful Training On Using Emerging Internet Technology & Media Effectively For Business Success & Hotel Success.
E-COMMERCE AND MARKETING STRATEGY Fahri Karakaya D. Steven White Charlton College of Business University of Massachusetts Dartmouth.
E-Marketing Plan By: Beth Malmborg. Outline Industry Overview Company Overview/History SWOT Analysis Market Opportunity Analysis –Demand –Segment –Supply.
2 March 18-24, 2012 A virtual vacation planning event highlighting the value of travel agents. March 18-24, National Plan a Vacation Week is a.
>> Welcome!. THE COMPANY & INDUSTRY Headquartered in Chico, California International - Agents in Over 60 Countries Fastest Growing Agent Base in the Industry.
NATIONAL TOURISM PORTAL Sasha Gavrilovic CEO. What is ExploringMacedonia.com? National Tourism Portal that promotes Macedonia and a wider range of tourism.
Tourism Intermediaries Overview about the leading internet travel portals.
Hotel Central Res.com a division of International Vacations Inc. Hotel & Air Consolidator Program A New Revenue Opportunity for Your Travel Company Your.
Helping others enjoy the Good Life with team work.
Duane Reading ~ Outdoor Adventure Marketing Marketing outdooradventure-marketing.com.
INTRODUCING OUR VISION To establish a non-exclusive, international travel agency consortium where network partners have the opportunity to earn higher.
Benefits of Booking Travel Through the State Travel Office.
Enterprise Holdings Overview
Sometimes the difference between success and failure can be measured in inches And second place doesn’t count!
Travelocity Build a Trusting Relationship with Customers Networks.
Presentation.
Factors that Affect Profit Margins In the hospitality, travel, and tourism industry…
September 12, Welcome Robin Carson, General Manager, Kingsmill Resort.
Network. The Company Idea and foundation June 2003 Idea and foundation June 2003 Operational start October 2006 Operational start October 2006 Financial.
Why CENTURY 21? Mizrahi Realty. Why The CENTURY 21 ® System? Through the CENTURY 21 System, you have the opportunity and increased resources to leverage.
Marketing 1.05 MIM Three types of information used in marketing decision making Customer Marketing mix Business Environment.
IB Business Management 4.5 PLACE. Learning Outcomes To understand the importance of place in the marketing mix (A02) To analyse and evaluate the effectiveness.
League/LSC Monthly Update Wednesday, March 17, 2010.
Director Rick Reese. THE SHIFT TO ONLINE IS HAPPENING NOW! What if…you could capitalize on the greatest shift in RETAIL spending in our time? What if…You.
Wego Sales Presentation (Hotels) November Hotel Chains and Wego Deliver, update and tailor promo messages and brand communication Extend rich static.
Heather Comparetto Brandon Glass Lindsey Hoffman Jessica Poe Lora Roney Isabel Trueba Airlines.
Wego Sales Presentation (Airlines) November 2009.
Business Alliance Program Designed to promote a true partnership between corporate travel management companies and industry suppliers
Performance Indicator 1.05 Acquire foundational knowledge of marketing-information management to understand its nature and scope.
GATEWAY TRAVEL, LLC YOUR GATEWAY TO SUCCESS. THE COMPANY  ESTABLISHED NOVEMBER 2006  CORPORATE HEADQUARTERS – LAS VEGAS NV  WELL CAPITALIZED  ALL.
By: Arun Nadar Gururaj Rajni Roushelle Marta Mehtab.
Hotel Direct Program. Copyright 2003 © Travelzoo Inc. 1 Travelzoo Drives Sales Directly to Hotel Partners Travelzoo publishes Travelzoo.com and the Travelzoo.
Rhiannon, Phil & Francine (in spirit). Source Sponsored Links Search Engine result SEO.
World’s Largest Circulated B2B Digital Travel Magazine 250,000+ Travel industry Professionals 195 Countries Worldwide World’s Largest Circulated Travel.
We’ve been helping people just like you succeed for over 10 years.
State of the art communication and lead generation tool.
Relationships among suppliers, tour operators and clients.
1876 Canterbury Drive, Las Vegas, NV Book New Customers with Online Global Marketplace.
ComparaFinanza.it is a trademark of Daina Finance ltd 130 Shaftesbury Avenue London W1D 5EU United Kingdom Financial Services Authority (FSA) nr
Branding with:. What is Branding? All About Hawaii / Tours allows you to utilize their web site and develop a site to suit your own needs, for your own.
Carnival Cruise Lines and Holland America Line Suggested Marketing Assistance for ACE Members.
Benefits of Flight Booking Engine Makes Perfect Online Flight Ticket Booking Axis Softech Private Limited.
E-Commerce. What is E-Commerce? -considered the buying and selling of products over the internet Examples: a.Amazon- sell CDs, videos and others, and.
Welcome to Transel Holidays Transel Holidays is a UK and European incoming Wholesaler, member of ETOA and UK inbound. 30 years experience within the Travel.
Travel Solutions Program Drexel University ravel Solutions Program Drexel University T ravel Solutions Program.
Book Online travel packages deals : Hotels Booking, Holiday packages booking, Air Flight booking, car rental, top rental deals Top Destination For Vacation.
Turn Corporate Travel Expenses into Revenue AXIS SOFTECH.
Technology in the Sky Iris Palacios southwest.com.
Mark Haslam P AY P ER C LICK B EYOND S IMPLE K EYWORDS.
G R A N D V A C A T I O N S Southern California and Arizona (800) Creating Priceless Memories uite Savings GRAND VACATIONS.
E-marketing plan Organic search Results Visitors: 1.85mi + 24% Revenue: £2.3mi +23% Conclusion Largest e-marketing channel Use of MOZ helps improve.
Marketing & Brand Research AAA Member Poll 2011 Summer Travel and Entertainment Auto Club of Southern California May 2011.
Where To Book Flight Tickets Online?
Blue Ribbon BUSINESS TRAVEL INTERNATIONAL
Travel Agents Are Still in the Game
Family Travel Industry Study 2017
Lorri Cohn, Director of Sales, Shore Excursions Group
The Market Opportunity
Presentation transcript:

SUCCESSFUL MARKETING STRATEGIES CASE HISTORIES © RESEARCH FOR TRAVEL BARBADOS, SEPTEMBER 2006

The £99 Offer

A PANEL ADVERT ON THE HOME PAGE OF YAHOO UK Offering 5000 seats on BA Flights, anywhere in the world for just £99

RESULTS 5000 seats sold within 3 hours BA also sold 25,000 Special Offers and 35,000 Standard Fares Also collected over 100,000 addresses

RESULTS Cost to BA Nil

Airfare SalesAirfare Sales (184) · North America · Europe · International · NetFares Vacation Specials (551) · Florida · Hawaii · Las Vegas · More U.S. & Canada · Caribbean · Mexico · Europe · The Americas · Asia & South Pacific · Sports & Adventure · Ski Vacations · Luxury · Romance · More...North AmericaEuropeInternationalNetFares Vacation SpecialsFloridaHawaiiLas VegasMore U.S. & CanadaCaribbeanMexicoEuropeThe AmericasAsia & South PacificSports & AdventureSki VacationsLuxuryRomanceMore... Lodging SpecialsLodging Specials (264) · Las Vegas · Orlando · New York City · Washington, D.C. · California · Florida · Hawaii · More U.S. Cities · International · Resorts & Spas Car Rental Specials (39) · North America · International Cruise Sales (214) · Caribbean · Bahamas & Bermuda · Europe · Alaska · Mexico & Panama Canal · Exotic · More...Las VegasOrlandoNew York CityWashington, D.C.CaliforniaFloridaHawaiiMore U.S. CitiesInternationalResorts & Spas Car Rental SpecialsNorth AmericaInternational Cruise SalesCaribbeanBahamas & BermudaEuropeAlaskaMexico & Panama CanalExoticMore...

American Airlines$98 & up Florida from 20+ Cities (Roundtrip) Atlantis, Paradise Island $129 Bahamas "Atlantis" w/Upgrade, over 50% OFF Virgin Vacations$699 Paris over New Year's: 6 Nights & Air Royal Caribbean$189 Bahamas 4-Night Cruise Scandinavian Airlines (SAS) $199 Scandinavia from 4 Cities (each way) ATA Airlines$59 & up Fall Sale to 20+ Cities, incl. Mexico & Hawaii smarTours$849 Beijing & Shanghai Combo Package w/Air Expedia.com$104 Albuquerque 4- Diamond Hotel (Regularly $200) United Airlines$49 & up Nationwide Sale between 50+ Cities (each way)

CAPTURE Travellers have to subscribe to the weekly newsletter to access Special Offers 10 million s acquired to date 5 separate s sent to 10 million people each week

LATEST RESULTS Revenue of $17.4 million, up 42% year-over-year Operating profit of $7.0 million, up 86% year-over-year Net income of $3.9 million, $0.23 earnings per share

BOOKING OF LONG HAUL TRAVEL

OBJECTIVES TO DETERMINE HOW TRAVELLERS WILL PURCHASE LONG-HAUL FLIGHTS IN THE FUTURE

Booking Methods - All Respondents

Satisfaction With Booking Methods

The Market is Moving Towards Online The Majority of Shop Customers Can Be Persuaded To Book Online

Future Booking Methods

The Shop Plays a Minor Role in Decision-Making 15% aware of Travelbag via the shop 34% buy via the shop This will decrease over time More customers will book online You can persuade them to book online

Implications of Closing The Shops A Potential 34% Loss of Customers – even higher loss of sales and margins However 50-77% can be persuaded to not book in shop The net loss can be reduced to 8-17% of total customer base

You Can Limit The Loss! You know these customers They like Travelbag You are in contact with them  You know what will persuade them to book online Effective marketing will limit the loss

RESULTS Shops Closed Annual savings of £5 million Only 7% customers lost

RESULTS New Marketing Initiative CDs, Website, s

FEMALE TRAVELLERS What Opportunity Do They Offer The Travel Trade?

FEMALE TRAVELLERS Survey conducted among Female Travellers in Europe and US

RESULTS Formal Policies for Females Introduced By Hertz, BA, Ritz Carlton, BAA etc

Pay Per Click To Sell Weekend Breaks

The Approach Brand led key phrases to fulfil a retention role Generic key phrases – to grow brand and product awareness Product led key phrases – to promote specific product awareness and drive customer acquisition

RESULTS An increase in number 1 positions on search engines from 0 to 33 was achieved within 3 months An increase in Top 10 positions from 0 to 119 was achieved after campaign initiation Volume of positions has been maintained Top Google positions for keyphrases including “City Breaks" and “Weekend Breaks"

The Results Over 150,000 clicks delivered Over 1,200 orders received Investment £27,000 Sales Income £287,000

HOW THE UK TRAVEL INDUSTRY CAN ATTRACT MORE ONLINE CUSTOMERS A PR SURVEY

RESEARCH APPROACH The questionnaire was ed to 12,120 people and a total of 2,022 completed responses were obtained.

RESULTS SURVEY COST £1100 PR RELEASE SENT ONLINE TO 700 JOURNALS FREE COPY OF REPORT SENT TO MAJOR TRAVEL FIRMS 6 ARTICLES 8 NEW CLIENTS ATTRACTED £220,000 IN REVENUE

AFFILIATE MARKETING Aimed At 400 websites to sell long haul travel

COMMISSIONS Average of 4% per website Average booking = £2700

RESULTS BOOKINGS = £740,0000 COMMISSIONS TO AFFILATES = £43,000

THE TRAVEL TRADE IS CHANGING Travel Agents  Online Booking 

THE TRAVEL TRADE IS CHANGING Online Travel Agents  - Expedia, Travelocity, lastminute Direct Booking 

THE TRAVEL TRADE IS CHANGING New Market Entrants Supermarkets Credit Card Companies Mobile Phone Operators Banks Insurance Companies

DIOCH YN FAWR