The Online
Travel Market
Presented by
Michelle Ackers
ADEPT

How much is the online travel market worth?
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Which online channels get the bookings?
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How does each tourism sector
perform online?
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Australian Accommodation Network Map
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What does this tell us for each
tourism sector?
• Airlines develop their own online bookings systems and are
effective at directing bookings to their websites.
• Accommodation is much more fragmented but is continually
increasing online bookings. They rely heavily on travel websites.
• Car Rental companies benefit from bookings through both
online travel agencies and their own websites.
• Dynamic Packaging will increase as online travel agencies
develop their online strategies more.
• Tour & Activity operators suffer from lack of online booking
technology and traveller reluctance to book in advance online.
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How to get bookings from your own website
• “If you build it, they will come” - not always true for
websites…search engine rankings are important
• List on as many travel and directory websites as
you can to direct traffic to your own site
More listings = More Traffic = More bookings
• Show your availability for bookings
• Email booking requests are now common but not
instant…consider REALTIME online booking tools
• Managing your internet presence does take time
but it is cost effective
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What online booking systems can offer
• Secure instant booking and payment tools for your own
website
• Funds Management of bookings - payments and refunds
• Automated updates of availability and pricing from your
own system
• Listings on their own travel websites or partner websites
• Easy set up and cost effective
• Charge monthly fees or % fees on bookings
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Updating of booking websites
• “Channel Managers” like Siteminder and EZ Yield can help save
you time
• They distribute your availability and pricing information to a
variety of online booking websites
• You don’t need your own reservation system or online booking
tool to use a channel manager
• Tend to charge monthly fees
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Travel Websites
• Mix of travel organisations, last minute websites, niche and
regional sites, directories and maps
• There is a lot of choice and competition for share of online
accommodation bookings. Initially 28 days focused, now a
swing towards 12 months
• Research the relative costs and traffic of each provider,
especially if you have to pay to list
• Judge which options suit your business best in terms of target
market, budget, system links, and time commitment
• They will all direct traffic to your own website
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Top Travel Websites in NZ
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Top Travel Websites in Australia
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Summary
• The online travel market is growing and continually evolving
• Managing your online presence and bookings is now an integral
part of your marketing mix
• There is not one perfect solution - the more exposure you can
get online the better.
• People increasingly want “instant” answers
• Research the options - if you’re not confident seek advice
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Thank You
Michelle Ackers
ADEPT Marketing
ADEPT Marketing
Tel: 021 02908060
Email: michelle@adeptmarketing.co.nz
Kerikeri, New Zealand
Marketing Management | Online Marketing
www.adeptmarketing.co.nz
Tourism Marketing | Strategic Planning
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