Dexport E-travel summit 2014
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Transcript of Dexport E-travel summit 2014
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DexportSucceeding in German e-travel
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Alexander LamprechtOnline Marketer & New Business
Duitsemarkt.nl
twitter.com/Duitsemarkt
088 - 339 76 78
facebook.com/Duitsemarkt
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Agenda
1. The German e-travel market2. Entering the German market3. Best practices
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1. The E-travel market in Germany
€ 60 Miljard
25% Groei
● 54,8 million German travellers in 2014
● 40,5 million used internet for travel info
● 36,2 million with mobile internet access (growth 9,7 million)
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1. Which geographical region aims your focus?
Difference between east & west:● Berlin, Hamburg & Munich juicy for
E-Commerce● Rhineland-Palatinate highest
growth in internet usage● North Rhine-Westphalia, Baden-
Württemberg & Bavaria are juicy provinces with a high purchasing power
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1. Favorite holiday destinations of Germans
Popular destinations:1. Mediterranean Sea2. Germany3. Short trips to the
Netherlands & Austria
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1. Travel transportations of the Germans
● By car & plane● Trend: more short trips & more
often
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1. Preferred travel booking channels
● Less frequently through the traditional travel agent
● More often online or directly at the provider of the accommodation
● More often transportation on one’s own account
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1. Be aware of legal issues
Is your webshop legally secure?● General Terms and Conditions Act
(AGB)● Legal Notice (Impressum)● Protection of privacy (Datenschutz)● New right of withdrawal!
Starting 13’th sept. the “Deutscher Konsumentenbund” will screen webshops more actively.
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2. Entering the German market
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● Right focus● Constant growth model
2. Roadmap: Succeeding in German E-Commerce
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2. The right Marketing Mix
● Define USP’s & communicate them through all channels
● Visible via SEO, SEA & comparison site from the start of the search funnel
● Realize CPA targets by using good focus & conversion optimization
● Expand fanbase by using social campaigns
● Broaden reach by using affiliate marketing
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2. How do you set up your German team?
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2. What does the German customer want?
● Sharp price● Excellent customer service /
possibility of making bookings by phone● Sharp offers which are actual on stock● Huge amount offers & clearly arranged
on site● Easy search navigation● Easy booking process
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3. Best practices
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3. Best practice: ChaletsPlus
www.chaletsplus.com
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3. Best practice: Holland Sail
How to recruit travel bloggers: ● Organize a sail trip & combine it
with a spectacular event ● Use Twitter & Xing ● Key to success in Germany:
personal contact with relevant editorial offices
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3. Best practice: Canal Company
● Content creation: interesting website & more visible by integrating more relevant keywords
● Organic growth by SEO optimization & linkbuilding● Google AdWords management with focus on optimal CPA
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Keep informed on relevant German E-Commerce topics
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Do you have any questions?Don’t hesitate to ask us...