1. Sales and Marketing and Teamwork Sara Zimmerman, Product Director

2. 2007 – ‘tipping point’ for Hoseasons sales and marketing

3. 2007 Headlines Hoseasons website sales – a resounding success 3

5. 2008 Actual 2009 Plan 2008 Plan 2008 website sales

6. Sales by source Database Travel agent Partnerships New Offline New online

7. Database More active than ever before Printed and distributed by post over 1,000,000 mailshots Emailed over 4,000,000 newsletters and e- shots On customers radar whenever they were in the market

10. Travel agents and partnerships Continued strong focus – and creative approach, backed by drive to promote the UK Targeted campaigns to support proactive partnerships Continued strong brochure racking in travel agents due to unique brochure content

11. Travel agent training

12. Incentives

13. Window posters

14. Travel agents and partnerships

15. Sources of new business 43% of business is new, direct to Hoseasons, with no TV advertising Offline PR Classified advertising Inserts Recommendations Online SEO PPC Brand advertising

16. What about 2009? Practice makes perfect!

17. On sale for 2009: June 2008

18. PR: Driving interest in the UK Comprehensive press coverage supporting increased interest in UK holidays as a result of: –Exchange rate –Recession – saving money –Airport hassle and airline fuel surcharges Coverage achieved through the summer and ongoing in November

19. Importance of brand

20. Focus on conversion 10,000,000 unique visitors to our website 0.1% increase in conversion generates 10,000 extra bookings –Upgrade SEO campaign –Smarter use of PPC –Smarter use of email –More effective website –More robust web infrastructure

21. PPC upgrade Improve ROI through more effective matching of supply and demand Re-deploy saved funds to generate demand through other channels

22. Original design New design E-shots - improved

23. Teamwork

25. Developing mutually beneficial business relationships

26. Relationship types One night standHave tried us just onceFootloose & fancy freeHaven’t tried us yetUnrequitedNot interested

28. Stages Happily marriedTell good stories about usEngagedCommitted & faithfulGoing steadyWe’ve done it several timesOne night standHave tried us just onceFootloose & fancy freeHaven’t tried us yetUnrequitedNot interested

29. Developing Partnerships ADVOCATES SUPPORTERS REGULARS CUSTOMERS PROSPECTS Happily married EngagedEngaged Going steady 1 night stands Footloose & fancy free Footloose & fancy free Unrequited Tell good stories about each other Tell good stories about each other Committed & faithful Committed & faithful Have done it with us several times Have done it with us several times Have tried us out at least once Have tried us out at least once Haven’t tried us yet Haven’t tried us yet

30. Shared Objectives Shared Objectives Innovation & Differentiation Innovation & Differentiation Solid delivery Solid delivery Intelligent business planning Intelligent business planning Accelerating Partnerships ADVOCATES SUPPORTERS REGULARS CUSTOMERS PROSPECTS

31. Intelligent Business Planning Means…. -Agree objectives & set measurable targets -Communicate objectives internally in both organisations -Agree what tools are needed -Implement effective promotion -Test new initiatives -Establish regular reviews and updates -Agree objectives & set measurable targets -Communicate objectives internally in both organisations -Agree what tools are needed -Implement effective promotion -Test new initiatives -Establish regular reviews and updates

32. Teamwork