1. e-Marketing Aqaba Special Economic Zone Authority
Developed for
Aqaba Special Economic Zone Authority
Developed by
USAID/Jordan Tourism Development Project II 1

2. Why is e-Marketing So Important?
The way people buy travel is changing dramatically and quickly
In 2007, 53% of all travel was booked online. In 2008, 70% was booked online.
-JD Power & Assoc., 2008
Businesses want powerful, measurable marketing results... fast
E-Marketing is the most effective medium at doing this 2

3. Global digital marketing spend is growing faster than any other medium3

4. What is e-Marketing?
E-Marketing applies the same principals as traditional marketing. Good e-Marketing should: - Build destination awareness - Create desire to visit the Aqaba region - Drive sales - Create customer loyalty & Work in harmony with other marketing efforts 4

5. What's the difference?
- It all happens online - Business can target customers much more effectively - Cost per sale is less than traditional media - Rapid time to market - Super-detailed information on your customers 5

6. Goal
Demonstrate how e-Marketing Marketing can convert people with the intent to travel to a region like Aqaba into paying visitors 6

7. How Can e-Marketing Benefit Aqaba?
Just a few examples:
Targeting: Only pay to reach people who are likely to visit Aqaba
Insight: Get to know your audience like never before
Transaction: Huge sales opportunities online for hotels, tour operators, and other tourism business 7

8. Topics
Ad Networks
Online Booking 8

9. Ad Networks What is an Ad Network?
Distributes your marketing messages through hundreds (or thousands) of websites to your target audiences based on:
Type of website (travel, sport, nature, news, etc.)
Demographics (age, gender, income, residence)
Consumer behavior (interest in destination, intent to buy) 9

10. Ad Networks
Who uses them? 10

11. Ad Networks
The Biggest Ad Networks Today
……………. 11

12. Ad Networks
Targeted Ad Networks: the Travel Ad Network reaches over 12 Million travelers each month
……………. 12

13. Efficiency Ad Networks What are the benefits of using ad networks?
Target only people who are likely to visit
Highly relevant ads to target audience = high conversion
Efficiency 13

14. Ad Networks
Ad Networks In Action 14

15. Ad Networks 15

16. Ad Networks Super Fast Response
Entire campaigns can be turned on and off
...Campaigns can be changed
...Markets can be activated/deactivated
...With the click of a button 16

17. Ad Networks The Bottom Line
Super-higher efficiency of ad spend: More Sales for Less Money
Insight that drives and informs the marketing plan through real-time Intelligence: Continuous Improvement
……………. 17

18. Online Booking Free to Set Up
There is no upfront cost to work with any of the major Online Travel Agencies (OTAs). 18

19. Online Booking
Cost
Big OTAs often charge big commissions- Expedia and Travelocity charge as much as 25%.
But many smaller OTAs charge only 10-15%. This is what independent hotels should negotiate for. 19

20. Online Booking Dynamic Packaging
Worried about exposing your prices to competitors?
Use 'dynamic packaging'
Automatically bundles your price with air (or more)
They do all the work, you just take the normal booking
Your price is hidden
These 'packages' are one of the best selling items 20

21. Online Booking Every hotel in the region should be selling online
E-pay is 'live' in Jordan, so all can participate
OTAs manage credit card transactions for the hotel
Some niche OTAs specialize in small, independent hotels
USAID is developing a new program especially for small hotels to help sell online 21

22. Online Booking
The Bottom Line:
If all hotels are bookable online, much more travelers will visit the region, benefiting everyone 22

23. Thank You 23