2015 may 5th vienna local searchtoday - vertical succes travel case
TRANSCRIPT
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TITEL
Is the “middle man”
essential for vertical
success? – Travel case
Dennis Van Allemeersch
HotelSpecials Vienna, May 5, 2015
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Online
Travel
Agency
2002
~110
Hotel Booker ?
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HotelSpecials is an OTA, focused on
hotel bookings
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Our competitive advantage lies in unique
content, ie. unique deals • Source unique deals (Specials / HotelWeek)
• Sell them also cross-border
Sales op HS.be
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We add value through breath of our
unique deals and our reach & service
Value for hotels
• Differentiation
• International reach, eg. NL
> 15M visits / yr
> 1,2M opt-ins
Value for consumers
• Breath and depth of Specials
> 2,000 hotels participating (45%)
> 7,500 Specials
> 52% of production
• Best Service
> NPS 44 vs 38 branche average
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We don’t do ATL, but specialise in online
marketing
33% of total budget
33%
29%
18%
7%
5%8%
SEA
SEO
Newsletter
Direct
Affiliate
Other
Best in class (2014) !
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Device shift follows global trend
Most scary data point of the day
% desktop traffic HotelSpecials
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The travel middleman vertical is more
mature to start with
Midlleman: linking buyers and sellers
Midlleman added value ?
1. Transparency & comparison
– especially if supply side is fragmented (eg hotels)
– the more diverse/fragmented, the more value there (eg local services such as restaurants)
2. UX (especially booking / buying / quotes)
– starts in less fragmented sectors (eg financials)
– more & more there in fragmented sectors also as comparison is not differentiator any more => take whole value chain
Travel, different ?
• Maturity! (services easier to disclose online) Far ahead => more tweaking / optimizing
• Online mkting: more advanced due to 1) maturity, 2) bigger ticket value
• Meta search more advanced (2nd disruption cycle already)
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The future developments in online travel are
exciting! – 3rd disruption cycle in the making
Vertical & horizontal
value chain integration
Meta 2.0 – comparison
till arrival date
Google power play Chains retaking control