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eTravel 2014 - HotelSpecials - Dennis van Allermeersch
Transcript of eTravel 2014 - HotelSpecials - Dennis van Allermeersch
TITELCASEY’S GLOBAL E-MPIRE
12 juni 2014Dennis Van AllemeerschCEO Hotel Booker
A STORY FROM THE TRENCHES OF INTERNATIONAL EXPANSION
OnlineTravel
Agency ~110
2002
Year Hotels Countries Bookings Milestones
2002 50 1 Start Livegang HotelSpecials.NL
2003 150 2 7.500 Livegang HotelSpecials.BE
2004 300 3 40.000 Livegang BungalowSpecials.nl
2005 400 4 115.000 Livegang HotelAanbiedingen.nl
2006 900 5 150.000 Livegang HotelSpecials.SE
2007 1000 5 180.000 Introduction hotelvideo’s
2008 1500 5 250.000 First HotelWeek campaign
2009 2000 5 325.000 New HotelSpecials website
2010 2250 5 380.000 New office
2011 2500 5 415.000 Introduction Dynamic Packaging
2012 3000 5 470.000 Introduction Daily Deals
2013 4050 6 442.000 Livegang HotelSpecials.DK and NOStart sales destination AustriaLivegang www.ferienparkspecials.de
“More frequent
breaks: your moment, with more value for
money”
“Best valued Top 3 player in the European
market for short
vacations”
Succesfull ????
HS NL HS BE HS Scand HA NL BS
Internationalsites bookings
20%
Bookings-6%
vs.
Net Margin+1610%
What should we do ???
STRATEGY
• Same platform• Same brand name
• Similar perceptionas Booking.com
STRATEGY - ∆
4 future business models are emerging,we decided where to
play …
STRATEGY - ∆
4 future business models are emerging,we decided where to
play …
We arrange extra’s <=
PREPARE – Prioritise markets
After NL, rolled outin neighbouring
countries
BE/DK/SE/NOsize potential
limited
Prioritisation - ∆
Soft launch 13/02/2014, full market launch 03/03/2014
LAUNCH – Last mile solution
Sameplatform
Devil in detail:Content mngt. in different
languages
Last mile solution - ∆
Increased # releasesfrom 5 to 17 p.a.
Machinetranslation
LAUNCH – Scalable payments
No localpayment options
Scalable payments solution - ∆
End January 2014 => Adyen implementation
GROW – Localise
…Déjà vu
…
Localise - ∆Need local marketing & sales if you are serious about a market =>
• Local B2B sales relationship• Knowledge about local market / marketing
Language Marketing kalendar Values
Local countrymarketing-sales teams
Country1
Country3
Countryx
Country2
SEO
Local mkteer
SEACM
Country marketeer feedsFunctional specialists
GROW – Invest
Financially very healthy
(fully financed out of own cash flow withbetter than industry average margin)
Too conservative
(BE marketing <3% total costs)
vs.
>$600Mpaid search p.a.
Invest - ∆
=> 10.5% of 2014 budget
Loose timidity, think BIG & BOLD instead of cramped & narrow minded, take
ACTION, become @-ntrepreneurial, and …