Changing chances travel industry due to internet

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Changing supply chances in travel industry requires different strategy due to internet. Case study ThailandReisgids.nl, an online Thailand portal

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Changing chances travel industry due to internet

  1. 1. ChangingChains… Chances!<br />ThailandReisgids.nl – A Case study<br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />
  2. 2. Objective of thispresentation<br />Explain: “How the internet contributed to the TRG jump-off as newcomer in a ‘few player dominated’ industry” <br />Explain: “What are the key factors 2 success for TRG?”<br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />
  3. 3. Topics<br />Introduction<br />Onceupon a time…and there was internet!<br /> Power shifts<br />How TRG gotinvolved<br />Frominformation provider to packageseller<br /> Internet Marketing<br /> The future<br />Key factors 2 success<br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />
  4. 4. Onceupon a time…<br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />
  5. 5. Onceupon a time…power<br />Distribution power: Travel agents <br />The major connection with the crowd<br />Product power: (Large) outbound Tour Operators<br />High allotment and price demands<br />Product driven market, limited access<br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />
  6. 6. And there was the internet!<br /> Shift offline to online purchases<br /> Travel Agents tried to protect themselves<br /> - Agreements with Tour Operators<br /> Tour Operators losing market share to .com<br /> Off line distribution expensive<br /> Tour Operators go online<br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />
  7. 7. And there was the internet!<br /> Internet first used as information source, later for purchases<br /> Internet brought products to the people <br /> Suppliers (hotels, airlines etc.) go direct<br /> Easy access to the market<br /> Entry of new players<br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />
  8. 8. Shift of Power<br />Distribution Power: the internet<br />Product Power: power 2 the people! <br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />
  9. 9. How TRG gotinvolved<br /> Thailand Tourism Masterplan<br /> TAT – NL website<br /> 100% information provider<br /> Suppliers in Thailand on site<br /> Largest Thailand information portal Benelux<br /> How? Internet Marketing!!<br /> SEO, SEA, viral marketing, database building<br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />
  10. 10. Howdid we do it?<br /> Example Viral Marketing: <br />Jump meenaar Thailand<br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />
  11. 11. Problem…<br /> How can you earn money?<br /> Sponsors, advertisement, affiliate marketing<br /> Result: not sufficient <br /> - Market too small<br /> - Try not to be our own competitor<br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />
  12. 12. Solution?<br />Hotels & Carrental<br />Special booking engine<br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />
  13. 13. Solution?<br />Package Tours!!<br />Result of Demand driven market<br />We did not want to become Tour Operator<br />Local network present<br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />
  14. 14. Problemswithpackage tours…<br /> Not sufficient knowledge about Tour Operating<br /> How does this work? Administration? Juridical? Operations?<br /> Low man capacity so processes should be automated<br /> People ask for flights. <br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />
  15. 15. Airline tickets<br />Strategy: gain market share<br />Amadeus CRS<br />Still time consuming <br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />
  16. 16. What’snext?<br />Change positioning: from information provider to holiday seller<br />More internet Marketing (SEO, Social media etc.)<br />New media Marketing (mobile phones)<br />Research, Trail & Error <br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />
  17. 17. Key factors 2 suc6 <br /> Detailed Information provider, therefore large number of visitors on the site<br /> Successful Internet Marketing<br /> Our network in Thailand<br /> Being innovative and constantly launch actions<br /> Do not be afraid to start something new or be afraid for the big guys; the internet provides chances for new innovative specialists<br /> Internet marketing innovations (new media)<br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />
  18. 18. The future…<br />Augmented reality...<br />Augmented reality 2<br />Changing Chains...Chances! - ThailandReisgids.nl - case study<br />

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