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Transcript of Bright vacation
Bad Gastein, Austria
BRIGHT VACATIONActivities Planning Tool
© Video by Shelby Meinzer
PRESS SPACE
AGENDA
Executive Summary
Target Audience
Problem to be solved
Market Potential
Positioning
Competitive Market
Business Model
Promotion
Further Development
EXECUTIVE SUMMARYBrightVacation is a concierge service which works as online travel agency
(like booking.com) for outdoors vacations.
ACTIVITY PROVIDERS TO:!
Attract new customers in a cost-effective way
Boost Tourists recognition and overall Tourists service
HELPS TOURISTS TO:!
Book vacation’ activities / transportation / tickets
Fill vacation calendar and have a plan prior arrival
Estimate the budget
TARGET AUDIENCETOURISTS!
For those who plan to have a vacation !
VENDORS!For those who render a direct tourist service
!
AFFILIATES!For those who promotes us with it’s audience or uses access to
our audience (Tourists) for commercial purposes
Source:Schegg & Scaglione (2014). Substitution effects across hotel distribution channels. ENTER 2014
OTA market share (40% of tourists use OTA to
book hotel nowadays)
40%
G1 - Generation 1 (Traditional channels): Telephone, fax, letter, travel agency, etc. G2 - Generation 2 (online direct channels): e-mail, booking on the property website G3 - Generation 3 (new online intermediaries): OTA, social networks
TARGET AUDIENCETOURISTS
TARGET AUDIENCEVENDORS
Skiing facilities and equipment rental
Thermal bathes and other swimming & health facilities
Excursions / rafting / paragliding
Skiing / tracking / mountain bike guided tours
ACTIVITY PROVIDERS !IN AUSTRIA*
SUMMER
4350 Local
950 Regional
18 Global
WINTER
3140 Local
720 Regional
15 Global
TOP 5 !IN TERMS OF SALES
+ TRANSPORTATION & LOGISTIC COMPANIES
Airport / Activities / Excursion Transfer
Rent-a-cars
+ TICKETS
* Austria is a starting point for the service
Online Travel Agencies booking.com hotel.de hrs.com
+ TripAdvisor.com
TARGET AUDIENCEAFFILIATES*
>20KHotels and Accommodations
(15825 already on booking.com)
1064Restaurants and Bars
(just on TripAdvisor.com)
* Austria is a starting point for the service
PROBLEM TO BE SOLVEDTourists visit activities occasionally, «if they’re lucky»:
Scattered incomplete information about activities
Tourists spend too much time to find information
or don’t spend it at all
Communication breakdown between Suppliers and Tourists
Barrier to contact Supplier to clarify operation time/price
and book activity
RESULT: INSIPID VACATION
Others
Tour Operators
Restaurants and Cafes Accommodations
Transportation
Activities87,9 B 9,6%
146,64 B 16%
269,45 B 29,4%
239,21 B 26,1%
82,49 B 9%
171,39 B 18,7%
MARKET POTENTIAL
*Europe is a first target for the service. Global expansion to be calculated on the next phases Source: (1) Tourism Satellite Accounts - Eurostat - Europe, 2013 (2) Schegg & Scaglione (2014). Substitution effects across hotel distribution channels. ENTER 2014
Tourism Expenditure in Europe* (inbound and domestic tourism)
Total Addressable Market (activities, rental, non-air transportation: 15%)
Served Available Market (Online Travel Agency (2) vs. other channels: 40%)
Target Market (Market Share: 10%, Average OTA commission: 8%)
€916,5 B(1) €137,5 B
€55 B
€0,44 B
POSITIONINGFOR TOURISTS
PLAN EASILY YOUR VACATION CALENDAR BASED ON:!Comprehensive activities catalog and localized content
Tourists scores and reviews
Full information: price, operation time, duration
BOOK ACTIVITIES TO:!Guaranty available space and price
Avoid contacting with different suppliers: different languages, multinational calls
Get rewards from partners
GET BRIGHT VACATION WITH:!Prepared plan prior arrival, incl. all necessary information like maps, guides and vouchers
Estimated budget
POSITIONINGFOR VENDORS
IMPROVED MANAGEABILITY AND TOURISTS SERVICE:!Occupancy management and real-time availability
Tourists management: additional social and statistics information
Feedback and claim management
Online statistics and transparent reporting
IMPROVED PRESENCE:!Online presence in the activity catalog
Event management, PR-support and SMS Distribution
Fully managed online presence (SEO, social media, mobile, online strategy)
COMPETITIVE MARKETANALOGUES:!
viator.com (1995, 15k options, 1k locations, 150 countries)*
getyourguide.com (17,3k options, 1,7k locations, 109 countries)*
city-discovery.com (France, 6k options, 110 countries)*
zozi.com (US, 220 option, mostly US and 25 countries)
kijubi.com (US, ?, 613 cities, 92 countries)
Source: Top sites for booking tours, http://www.bbc.com/travel/blog/20130124-top-sites-for-booking-tours
BRIGHT VACATION IS CONCENTRATED ON:!Comprehensive Activity Catalog
Direct Vendor Relationships
Own content
User Experience
BUSINESS MODEL
VENDORS:!Commission based on service price
Additional commission for: • premium listing • event management, PR-support
and SMS Distribution
TOURISTS:!No booking fees
AFFILIATES: !Shared commission
Coupons/Points for Tourists
Paid campaigns
PROMOTION
WEB, SOCIAL, APPS!
Search Engine Optimization
Facebook Mobile Ads
Social Media Marketing
App Store Optimization
TRIPADVISOR.COM!BOOKING.COM,!
HOTEL.DE & HRS.COM!
«Powered by BrightVacation» widget
In-«confirmation letters» advertisement
Advertisement «Going to Bad Gastein? Plan your vacation!»
AFFILIATES!
Activities booking widget for affiliate’s website and WiFi landing page
FURTHER DEVELOPMENT
CROSS-SELL OF PRODUCTS
WORLDWIDE COVERAGE
MAXIMUM BREADTH OF ACTIVITY CATEGORIES
AFFILIATION WITH HOTELS, FLIGHTS AND OTHER
TOURIST SERVICE PROVIDERS
GET BRIGHT EXPERIENCEwith Bright Vacation