Axses Caribbean Brands Bookable ads Platform
Transcript of Axses Caribbean Brands Bookable ads Platform
Marketing the Caribbean with a Unique Travel Platform made for Caribbean Tourism Operators
By Caribbean Nationals
12 years building technology for Caribbean tourism
knowledge engineering
Caribbean Travel Platform
AXSES builds "supplier-centered" "supply chain management systems"Featuring Direct Sales & facilitating Global Distribution
knowledge engineering
AXSES MISSIONhelping suppliers excel
advanced technology – training & support – supplier tools
Internet is about being direct!It is the most efficient marketing and distribution medium ever
Made for Direct Business
Direct Sales | Your Brand | Your Technology | Your Control
2006 40% direct | 2007 50% plus | 2008 60 % plus
In 2 years: 65 % Direct
In 2006 the major hotel brands were 81.4% direct vs. 18.6%. Merrill Lynch, HeBs
putting the pieces in place for direct sales and distribution marketing
MILESTONES
1996 Launched Barbados.org. Established AXSES SCI, Barbados. 1999 Launched Realholidays.com dynamic packaging
2001 Launched ArcRes.com Reservations system
2002 Launched BookingsBarbados, affordable bookings & reservations
2004 Launched DestinationSuites.com
2005 Launched Integrated GDS solution with Reserv
2007 Launched BookingsFranchise.com
2008 Bookable-ads, Bookable-maps CaribRez.com Caribbean marketing launched
2009 FaceBook Travel platform http://arcResBookings.com2009 Booking-Partners.com collaborative destination marketing
20 AXSES Tourism websites already marketing Barbados via the Caribbean
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Technology: we deliver a Complete, integrated “TRAVEL PLATFORM”Hotels | Apartments | Villas | B&B | Guest Houses | Condos Timeshare | Cars | Activities | Attractions | Flight Bookings
Integrated MarketingGDS/IDS/CRS Direct Marketing Channels | Caribbean Marketing Network Unique Theme Marketing systems | Channel Management | Affiliate MarketingDirect Mail Database & Mailing System | Search Engine Optimisation (SEO) Adwords, banner and Links | Ads management (ArcAds) Interactive maps | Blogs | RSS | FaceBook | Cells & PDAs | Wikipedia | Research Quotation Systems, Reservation SystemsReal Time Bookings | Up-Sell | Specials & Packages Dynamic Packaging | Specialised Rate Plans | Groups Management
Easy to use, powerful toolsAdmin systems (media, content) | Customer Relations Management | Multi-Language Reporting |Allotments & Allocations | On-request availability | Block datesSearch Engine | Newsletter Tool | Mail Systems Tool | Portal Tools Content Management | Property Management | Accounting Calendars | Guest Books | Availability calendars | PhotoGalleries | Virtual tours | Flash | Video | Postcards | e-Books | Trip Advisor | Links Management
ACHIEVEMENTS
Barbados.org: The Most Popular Site of Barbados in the worldLinked to by over 50,000 pages on the internet.
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ACHIEVEMENTS
Barbados.org (advertising budget 0) - vs - VisitJamaica.com (buget millions $)
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4 million visits per annum
Effective low cost marketing for all Barbados OperatorsDelivering Hi-Profit Direct Bookings
BayWatchResorts: 70%, Nautilus 35-40% 20% + Luxury hotels booked via Barbados.org & Direct Bookings via Internet marketing of each property’s website including Cars and activities Effective, low cost technology for Direct Sales and Global distribution
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88 Million $ in inquiries for Direct Business to BarbadosAXSES bookings systems handled over BBD 88 million dollars worth of e-commerce requests during 2008*.
These potential sales were delivered directly to our clients.AXSES took no commission or transaction fee.
arcRes now powers nearly all of our advertising (http://Bookable-ads.com) and all e-commerce channels. It is one of the most powerful direct e-commerce marketing systems for Barbados.
(* Many suppliers (especially non-accommodation) also achieve significant revenue from direct bookings as a result of links from the Barbados.org network and our Internet marketing)
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Barbados Bookings Center – since 2004
BookingsBarbados.comBarbadosBookingsCenter.com
Top 3 positions on Google
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Tops in shopping
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Tops in social media
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Cost effective marketingAdvertising ROI is exceptional
Our average CPC is 22 cents US as against Search Engine costs of $2 to $8 and more
Barbados Holidays: $3.90 (at a maximum CPC of $50.00) Estimated clicks per day: 37 - 51 (daily budget of $200.00)
Barbados Villas Average CPC: $8.53Barbados Hotels Average CPC: $4.10 Barbados Average CPC: $2.17 Travel: Average CPC: $2.43
Google adwords estimator. May 23 2008
Travelocity, Expedia, Distribution 25-35%
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Network - Over 20 Caribbean Marketing sites
Over 20 dedicated marketing sites like http://BookingsBarbados.comhttp://RealHolidays.com, http://CaribIslands.net, Http://BarbadosHolidaySpecials.com, Http://BarbadosVillas.comHundreds of theme pages and packages.
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Knowledge engineeringPowering custom designed destination portals IntimatehotelsBarbados.com
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BookingsStLucia.com: Bookings, Reservations, Marketing
Directory of all accommodationSearch EngineComparison shoppingThemes MarketingSEO footprint PR=4 Members ToolsPortal ToolsTravel PlatformDirect MarketingBrand ControlGDS integrationE-commerce managementEstablished Channels
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BookingsStLucia.com: Marketing platform
Navigation Search 1000’s
Themes
Directories 5pages Strategic content 40pages Shopping, quotes, bookings, direct marketing, reports
Specials, activities,maps
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BookingsStLucia.com
First page on Google: 2009
St Lucia romanceSt Lucia custom holidaysSt Lucia holiday specialsSt Lucia holiday spasSt Lucia all inclusive holidaySt Lucia local charmSt Lucia guesthousesSt Lucia budget vacationsSt Lucia cheap holidays
St Lucia sailing vacationsSt Lucia caribbean sailing vacationsSt Lucia Gourmet vacationsSt Lucia historic plantation hotels St Lucia weddings honeymoonSt Lucia caribbean golf holidaysSt Lucia holiday activitiesSt Lucia luxury villas vacationSt Lucia wedding honeymoon
Caribbean golf holidays
Knowledge engineeringBookingsStLucia.com Site Usage / Rankings
First page on Google: 2009
St Lucia romanceSt Lucia custom holidaysSt Lucia holiday specialsSt Lucia holiday spasSt Lucia all inclusive holidaySt Lucia local charmSt Lucia guesthousesSt Lucia budget vacationsSt Lucia cheap holidays
St Lucia sailing vacationsSt Lucia caribbean sailing vacationsSt Lucia Gourmet vacationsSt Lucia historic plantation hotels St Lucia weddings honeymoonSt Lucia caribbean golf holidaysSt Lucia holiday activitiesSt Lucia luxury villas vacationSt Lucia wedding honeymoon
Caribbean golf holidays
Knowledge engineeringBookingsStLucia.com ROI
How much money can you actually save by using this system?
Case Study results for Hotel X that started using the arcRes Bookings-Expert December 2008 to date.
Revenue generated from direct bookings off your website only (does not include sales that were converted from users asking for Quotes or showing Interests or any other marketing channel): $118,287.80 USD
Revenue that the same sales would have generated using 3rd Party Booking Engine given 15% off Rack Rates: $100,544.63 USD
Cost/Investment in System: $375.00 USD (Includes set up and training of Booking Engine and 1 Ad Special for the year)
ROI: $17,912.80 USD (over a 6 month period)
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Holiday Themes MarketingAXSES has pioneered the concept of Holiday Themes Marketing, combining: Personalised search, comparison shopping, dynamic content, dynamic packaging, dynamic profiling, dynamic rates, quotations, bookings, search engine marketing and branding
Deliver the right message, to the right audience, with the right process and tailored to the occasion
http://HolidayThemesMarketing.com
Close more Direct sales and expand distribution
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Interactive Themes Booking resorts & activities
Gain 25% more prospects by offering online quotes - comparison shopping - bookings
Interactive:
Quotes, comparison shopping, on-line bookings
Link to website!
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Dynamic Packages: RealHolidays.com expert systems
AXSES; one of the first in the world to offer intelligent dynamic packaging
Combining multiple themes, lodging options, local activities, attractions and information, RealHolidays creates a unique package, tailored to users choices & personality
AXSES Intelligent Systems build a users profile derived from their choice. A choice is more than an action, it defines style and personality which we match to holiday options to create a unique personal experience.
Matching Resorts
Activities, Attractions, Information
Matchmaker
>>>> Quote
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Knowledge engineeringQuotes, comparison shopping, bookings, client websites, custom information systems
Compare room costs and features
Traveler information systems. Database Marketing
Quote/ invoice accommodation
activities
Flights: search, compare, book
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Specials Marketing (# 1 on MSN)
Distributed on
AXSES NetworkBookingsStlucia.comBarbados.orgBarbadosHolidaySpecialsCaribbeanHolidaySpecialsCaribbeanReservationCenter
Resort website
Distribute globally with RSS feeds RSS feeds allow travelers to get latest specials mailed to them
http://barbadosvacationspecials.com/rss_feeds/BarbadosVacationSpecials.xml
Approx 100sites
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Specials Marketing (# 1 on MSN)
Distributed on
Google Base Google's shopping search engine. Its a Google Search engine for shoppers, allowing users to find products and compare prices
FaceBook Social networking
200,000,000 users
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e-Specials – quotes, bookable
Distribute globally with RSS feeds RSS feeds allow travelers to get latest specials mailed to them
http://barbadosvacationspecials.com/rss_feeds/BarbadosVacationSpecials.xml
arcRes Bookings engine powers all channels
Get quotes for specials
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CaribbeanHolidayPackages.com
Powered by arcRes
Distributed on
Barbados.orgBarbadosHolidayPackages.comCaribbeanReservationsCenter.com
Resort websites
arcRes Bookings engine powers all channels
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Advertising medium (managed by arcAds)
Place any type of adv. through all sites and analyze their effectiveness. Advertisers can login and review their own accounts
Multiple Ad types
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Advertising report for a resort. Average cost per click = 15 cents USD
Exceptional value!!
Google $2 to $8 USD
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Interactive channels Increase bookings
Themes Marketing
Dynamic packages
Pre-made packages
In addition toGlobal distribution
Resort Search
Comparison Shopping
Specials Marketing
Bookable-ads.com Interactive Advertising
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Publish - Advertise - Search – Shop – Buy …. Blur
“Each element in the search-shop-buy triumvirate is undergoing a period of intense innovation, making each increasingly significant, yet interdependent. In fact, searching, shopping and buying – once distinct terms describing different behaviors – are blurring at a furious pace”. The perfect Storm - Philip C. Wolf, President and CEO, PhoCusWright Inc.
AXSES technology is leading edge!. We have already integrated advertising with all phases of the shopping cycle. This gives you complete flexibility in revenue and marketing models; including any mix of transaction, commission and subscription.
Focus direct sales – facilitating distribution
Interactive advertising works! Travelers stay longer and use all options
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Dynamic Bookable Advertising: Bookable-ads
rates
quotes
Full shopping cart cost and compare**** huge increase in bookability***
shopping
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Turn on the light
Bookable-Ads
FREE!!
To arcRes BookingsBarbados.comusers
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*engineering information & process for the knowledge based economymaking information malleable, configurable, searchable, accessible and delivered to suite
knowledge engineering
providing the tools & services to help suppliers
build brands, markets & profits
advanced technology | know-how
training & support
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arcRes e-commerce Marketing
e-commerce marketing & management | direct marketing websites & portals | global distribution | social networking | channel management |
advertising management | hospitality management | affiliate marketing | collaborative marketing | SEO marketing
Intellectual resource & knowledge management
arcRes e-commerce marketing slideshow website
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Easy to use admin tools
All inventory optionsAll payment optionsAll Guarantee optionsFull control of content Research NewsletterClient ManagementDatabase MarketingFlexible Family plan & agesFlexible rules & policies
Groups – Specials – PackagesThemes ManagementCo-Marketing (Partners Program)
Distribution | GDS | AffiliatesFaceBook
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arcRes SuitesE-commerce platformfor multiple Direct channels, GDS/PMS Integrated, Themes Marketing, CRSWebsite bookings
Built to manage Websites Content | BookingsInformation DistributionSEO | Marketing | Direct MailReports & Analysis
Supplier status management
E-commerce: arcRes & arcAds
Affiliate marketing
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LEADING DESTINATION MARKETINGBUILT FOR THE CARIBBEAN
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AXSES 12 AWARDS of Excellence
International award for advanced travel technology
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AXSES PEOPLE
Directors
Ian Clayton: CEOJohn Gibbs: Managing DirectorKathy-Lynn Ward: Director Operations & Programming
Programmers/Technical
Shelly BurkeHussein GrantKris GoodingAndré Rock
Marketing and Support
Julia Hyndman: e-commerce MarketingAnn-Marie Morris: Web MarketingJanelle Knight: Web Marketing
St Lucia Partner: Glace Graphics
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AXSES
DirectCost effectiveEstablishedCreativeMarket LeaderTechnology LeaderCaribbeanInternational Potential innovation works
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Our Solution
Supplier focused
established and widely used
proven marketing systems
proven technology for the Caribbean
proven leadership and innovation
Extensive database/marketing systemsDatabase of hundreds of thousand of Barbados prospects
BookingsStlucia.com,BookingsBarbados.com, Barbados.org, arcRes.com, RealHolidays.com, TravelAgentsRes.com, BookingsXxxxxx.com
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Create a Supply Chain Solution for Stakeholders– Multiple Channels managed by a single admin
From multiple fragmented admin. To a single UmbrellaTA’s/IDSTA’s/IDS
IDS
IDS
Destination portals Destination portals
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a Consistent Platform
Each hotel manages their information across multiple channels and their own website and bookings engine
Example: IntimateHotelsBarbados.com
An independent portal
Integrated with all AXSES e-commerce channels BookingsBarbados.com, BarbadosHolidaySpecials.comFaceBook, Google Base, RSS Feeds, GDS*, IDSand Clients own booking engine
A single point of management for each hotel
*GDS is Load integrated. Seamless deliver is 6 months
chennels
GDSIDS
FaceBook, Google Base, RSS
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Create long term sustainabilityDirect channels, destination marketing build brands & profits…. that last
From Distribution Branding To Supplier Branding /direct sales
Old paradigm- closed loop, distributor brand, distributor control & loyalty, high cost, vulnerable, fickle (ccourt, twt, trends)
Destination marketing, supplier brand, open loop, supplier control, supplier loyalty, supplier profits, Barbados profits
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BookingsFranchise – affordable – sensible
RECOMMENDATION
Build Bookable-Ad Portalwholesale rates on Clicks and Bookings
Re-change client on a mix of ads and bookings market rates 100% markup
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FEATURE DIRECT SALES
Measure every click, quote and booking
Charge transaction fees to support your marketing and investment
Example $.50 c us per click on advertising $2 success bookingYour cost 50%
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DIRECT SALES – BUILDS BRANDS
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in 2006 major brands direct online was 81.4%
Max Starkov, President & CEO, Hospitality eBusiness Strategies Inc Direct-to-consumer online distribution should become the foundation, the main focus of any hotelier's online distribution strategy. Online, the industry direct sales average 52% (PhoCusWright, 2002) with many hoteliers reporting less than 5%.
Many hoteliers cede control of their inventory and pricing to online intermediaries, at an enormous cost financially and to brand integrity
Website optimization is the first step toward building a robust direct online distribution strategy
PhoCusWright: http://arcres.com/arcrates/users2/arcres-shopingvsbuying.htm
Merrill Lynch: http://axses.com/travelwatchnews_files/tourism-marketing-distributiontrends-2008.pdf
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Bookable ads –Brand marketing 2007
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74%
19%
6% 1%
Advertising netw ork Villas Marketing
arcRes channel ads arcres booking/quotes
Channel Total Clicks No. AdsClicks per
Ad %Advertising network 1668449 3521 724 74%Villas Marketing 435359 19%arcRes channel ads 132046 751 1695 6%arcres booking/quotes 30850 1%google
2266704 4272 2419
advertising 74 % of all clickapprox. 50% are smart ads (e-commerce powered)
e-commerce channels = 7% (10% may 09)*
* e-commerce is the fastest growing sector
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Bookable ads –Brand marketing 2009Revenue Aug 14th
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hosting Mtn reg70527.69
adverts 127210.2smartads 57528.32
arcres 49806.03production 18337.94
google 18445.02other 4789.33
vat 46840.65
TOTAL 393485.2
20%
38%17%
14%
5% 5% 1%
hosting Mtn reg adverts smartads arcres production google other
arcRes and smart ads = 31%
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arcAds – easily create and manage ads
To place an ADV.fill out the online form
arcAds is a comprehensive knowledge system of Ad spots Ad types, size, content and properties.
The arcAds admin system tracks, manages and reports on each Ads performance: By cost, by channel, by account type, by place, by client , by date and by groups and projects
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arcRes for Bookable-ads
For the traveler:: compare lists, quotes, myRealHolidays website- -itineraries
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arcAds – tracks and report every click measuring performance of every channel, every client, every ad
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We provide the platform you offer the service
T h a n k Y o u
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partnership of excellence
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VISION
Better consolidation through knowledge engineering* and innovation
The future is about bringing services and technology together in a powerful knowledge delivery system"Seeking information and looking for perspective--like-minded experience and judgments--are currently trumping the straightforward hunt for the best price", says Douglas Quinby, senior director of research at PhoCusWright. Our team has proven it can increase the impact of tourism We will share this success with all islands
*engineering information & process for the knowledge based economymaking information malleable, configurable, searchable, accessible and delivered to suite
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knowledge engineering
Proven marketing success
Building Caribbean Expertise
Caribbean software engineers can export technology to the world
bringing wealth and sustainable employment to the region
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knowledge engineering
Nautilus Beach Apartments - for our newsletter August 2009
“I can’t sing the praises of AXSES enough. I think they are doing a fantastic job in terms of tourism marketing.
The staff are very knowledgeable and always willing to assist clients. Each step along the way during the last decade, they have made our advancement into the wireless world that much easier. For example with regards to GDS and with tailor-made marketing initiatives for the property.”