Axses Caribbean Brands Travel Marketing


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AXSES Travel Platform for Caribbean Direct marketing

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Axses Caribbean Brands Travel Marketing

  1. 1. Marketing the Caribbean with a Unique Travel Platform made for Caribbean Tourism Operators By Caribbean Nationals 12 years building technology for Caribbean tourism knowledge engineering
  2. 2. AXSES builds " supplier centered ", " supply chain management systems " Featuring Direct Sales & facilitating Global Distribution knowledge engineering AXSES MISSION helping suppliers excel advanced technology – training & support – supplier tools
  3. 3. Internet is about being direct! It is the most efficient marketing and distribution medium ever Made for Direct Business Direct Sales | Your Brand | Your Technology | Your Control 2006 40% direct | 2007 50% plus | 2008 60 % plus In 2 years: 65 % Direct In 2006 the major hotel brands were 81.4% direct vs. 18.6%. Merrill Lynch, HeBs putting the pieces in place for direct sales and distribution marketing
  4. 4. MILESTONES 1996 Launched . Established AXSES SCI, Barbados. 1999 Launched dynamic packaging 2001 Launched Reservations system 2002 Launched BookingsBarbados, affordable bookings & reservations 2004 Launched 2005 Launched Integrated GDS solution with Reserv 2007 Launched 2008 Bookable-ads, Bookable-maps Caribbean marketing launched 2009 FaceBook Travel platform 2009 collaborative destination marketing 20 AXSES Tourism websites already marketing Barbados via the Caribbean Knowledge engineering
  5. 5. Knowledge engineering Technology: we deliver a Complete, integrated “TRAVEL PLATFORM” Hotels | Apartments | Villas | B&B | Guest Houses | Condos Timeshare | Cars | Activities | Attractions | Flight Bookings Integrated Marketing GDS/IDS/CRS Direct Marketing Channels | Caribbean Marketing Network Unique Theme Marketing systems | Channel Management | Affiliate Marketing Direct Mail Database & Mailing System | Search Engine Optimisation (SEO) Adwords, banner and Links | Ads management (ArcAds) Interactive maps | Blogs | RSS | FaceBook | Cells & PDAs | Wikipedia | Research Quotation Systems, Reservation Systems Real Time Bookings | Up-Sell | Specials & Packages Dynamic Packaging | Specialised Rate Plans | Groups Management Easy to use, powerful tools Admin systems (media, content) | Customer Relations Management | Multi-Language Reporting |Allotments & Allocations | On-request availability | Block dates Search Engine | Newsletter Tool | Mail Systems Tool | Portal Tools Content Management | Property Management | Accounting Calendars | Guest Books | Availability calendars | PhotoGalleries | Virtual tours | Flash | Video | Postcards | e-Books | Trip Advisor | Links Management
  6. 6. ACHIEVEMENTS The Most Popular Site of Barbados in the world Linked to by over 50,000 pages on the internet .   Knowledge engineering
  7. 7. Knowledge engineering 4 million visits per annum Effective low cost marketing for all Barbados Operators Delivering Hi-Profit Direct Bookings BayWatchResorts: 70%, Nautilus 35-40% 20% + Luxury hotels booked via & Direct Bookings via Internet marketing of each property’s website including Cars and activities Effective, low cost technology for Direct Sales and Global distribution
  8. 8. Knowledge engineering 88 Million $ in inquiries for Direct Business to Barbados AXSES bookings systems handled over BBD 88 million dollars worth of e-commerce requests during 2008*. These potential sales were delivered directly to our clients. AXSES took no commission or transaction fee. arcRes now powers nearly all of our advertising ( http:// Bookable ) and all e-commerce channels. It is one of the most powerful direct e-commerce marketing systems for Barbados. (* Many suppliers (especially non-accommodation) also achieve significant revenue from direct bookings as a result of links from the network and our Internet marketing)
  9. 9. Knowledge engineering Barbados Bookings Center – since 2004 BarbadosBookingsCenter .com Top 3 positions on Google
  10. 10. . . Knowledge engineering Tops in shopping
  11. 11. . . Knowledge engineering Tops in social media
  12. 12. . . Knowledge engineering Cost effective marketing Advertising ROI is exceptional Our average CPC is 22 cents US as against Search Engine costs of $2 to $8 and more Barbados Holidays: $3.90 (at a maximum CPC of $50.00) Estimated clicks per day: 37 - 51 (daily budget of $200.00) Barbados Villas Average CPC: $8.53 Barbados Hotels Average CPC: $4.10 Barbados Average CPC: $2.17 Travel: Average CPC: $2.43 Google adwords estimator. May 23 2008 Travelocity, Expedia, Distribution 25-35%
  13. 13. . . Knowledge engineering Network - Over 20 Caribbean Marketing sites Over 20 dedicated marketing sites like , , Http:// , Http:// Hundreds of theme pages and packages.
  14. 14. . . Knowledge engineering Powering custom designed destination portals
  15. 15. Knowledge engineering Bookings, Reservations, Marketing Directory of all accommodation Search Engine Comparison shopping Themes Marketing SEO footprint PR=4 Members Tools Portal Tools Travel Platform Direct Marketing Brand Control GDS integration E-commerce management Established Channels
  16. 16. Knowledge engineering Marketing platform Navigation Search 1000’s Themes Directories 5pages Strategic content 40pages Shopping, quotes, bookings, direct marketing, reports Specials, activities,maps
  17. 17. Knowledge engineering First page on Google: 2009 St Lucia romance St Lucia custom holidays St Lucia holiday specials St Lucia holiday spas St Lucia all inclusive holiday St Lucia local charm St Lucia guesthouses St Lucia budget vacations St Lucia cheap holidays St Lucia sailing vacations St Lucia caribbean sailing vacations St Lucia Gourmet vacations St Lucia historic plantation hotels St Lucia weddings honeymoon St Lucia caribbean golf holidays St Lucia holiday activities St Lucia luxury villas vacation St Lucia wedding honeymoon Caribbean golf holidays
  18. 18. Site Usage / Rankings Jan. 1, 2008 – Dec. 31, 2008 Page Views Hits Total(s) 368,682 703,792 Average(s) per month 2,248 4,291 Jan. 1, 2009 – May 19, 2009 Total(s) 166,473 398,029 Average(s) per month 1,752 4,189
  19. 19. Costs & Savings How much money can you actually save by using this system? Case Study results for Hotel X that started using the arcRes Bookings-Expert December 2008 to date. Revenue generated from direct bookings off your website only (does not include sales that were converted from users asking for Quotes or showing Interests or any other marketing channel): $118,287.80 USD Revenue that the same sales would have generated using 3 rd Party Booking Engine given 15% off Rack Rates: $100,544.63 USD Cost/Investment in System : $375.00 USD (Includes set up and training of Booking Engine and 1 Ad Special for the year) ROI: $117,912.80 USD ($318,364.56 XCD over a 6 month period)
  20. 20. . . Knowledge engineering Holiday Themes Marketing AXSES has pioneered the concept of Holiday Themes Marketing, combining: Personalised search, comparison shopping, dynamic content, dynamic packaging, dynamic profiling, dynamic rates, quotations, bookings, search engine marketing and branding Deliver the right message, to the right audience, with the right process and tailored to the occasion Close more Direct sales and expand distribution
  21. 21. . Knowledge engineering Interactive Themes Booking resorts & activities Gain 25% more prospects by offering online quotes - comparison shopping - bookings Interactive : Quotes, comparison shopping, on-line bookings Link to website!
  22. 22. . . Knowledge engineering Dynamic Packages : expert systems AXSES; one of the first in the world to offer intelligent dynamic packaging Combining multiple themes, lodging options, local activities, attractions and information, RealHolidays creates a unique package, tailored to users choices & personality AXSES Intelligent Systems build a users profile derived from their choice. A choice is more than an action, it defines style and personality which we match to holiday options to create a unique personal experience. Matching Resorts Activities, Attractions, Information Matchmaker >>>> Quote
  23. 23. . Knowledge engineering Quotes, comparison shopping, bookings, client websites, custom information systems Compare room costs and features Traveler information systems. Database Marketing Quote/ invoice accommodation activities Flights: search, compare, book
  24. 24. . . Knowledge engineering Specials Marketing (# 1 on MSN) Distributed on AXSES Network BarbadosHolidaySpecials CaribbeanHolidaySpecials CaribbeanReservationCenter Resort website Distribute globally with RSS feeds RSS feeds allow travelers to get latest specials mailed to them Approx 100 sites
  25. 25. . . Knowledge engineering Specials Marketing (# 1 on MSN) Distributed on Google Base Google's shopping search engine. Its a Google Search engine for shoppers, allowing users to find products and compare prices FaceBook Social networking 200,000,000 users
  26. 26. . . Knowledge engineering e-Specials – quotes, bookable Distribute globally with RSS feeds RSS feeds allow travelers to get latest specials mailed to them arcRes Bookings engine powers all channels Get quotes for specials
  27. 27. . . Knowledge engineering Powered by arcRes Distributed on Resort websites arcRes Bookings engine powers all channels
  28. 28. . Knowledge engineering Advertising medium (managed by arcAds) Place any type of adv. through all sites and analyze their effectiveness. Advertisers can login and review their own accounts Multiple Ad types
  29. 29. . Knowledge engineering Advertising report for a resort . Average cost per click = 15 cents USD Exceptional value!! Google $2 to $8 USD
  30. 30. . Knowledge engineering Interactive channels Increase bookings Themes Marketing Dynamic packages Pre-made packages In addition to Global distribution Resort Search Comparison Shopping Specials Marketing Interactive Advertising TM
  31. 31. . Knowledge engineering Publish - Advertise - Search – Shop – Buy …. Blur “ Each element in the search-shop-buy triumvirate is undergoing a period of intense innovation, making each increasingly significant, yet interdependent. In fact, searching, shopping and buying – once distinct terms describing different behaviors – are blurring at a furious pace”. The perfect Storm - Philip C. Wolf, President and CEO, PhoCusWright Inc. AXSES technology is leading edge!. We have already integrated advertising with all phases of the shopping cycle. This gives you complete flexibility in revenue and marketing models; including any mix of transaction, commission and subscription. Focus direct sales – facilitating distribution Interactive advertising works! Travelers stay longer and use all options
  32. 32. . Knowledge engineering Dynamic Bookable Advertising: Bookable-ads rates quotes Full shopping cart cost and compare **** huge increase in bookability*** shopping TM
  33. 33. . Knowledge engineering Turn on the light Bookable-Ads FREE!! To arcRes users TM
  34. 34. *engineering information & process for the knowledge based economy making information malleable, configurable, searchable, accessible and delivered to suite knowledge engineering advanced technology | know-how training & support providing the tools to help suppliers build brands, markets & profits
  35. 35. *engineering information & process for the knowledge based economy making information malleable, configurable, searchable, accessible and delivered to suite knowledge engineering Supplier Tools e-commerce marketing & management direct marketing websites & portals global distribution social networking channel management cost effective advertising/ advertising management hospitality management Intellectual resource & knowledge management
  36. 36. Knowledge engineering . Supplier Tools: arcRes e-commerce platform Website Booking Engine for hotels, villas, cars, activities, channel management, GDS, marketing tools, e-commerce management <ul><li>all payment and guarantee options supported </li></ul><ul><li>no commissions </li></ul>FREE BOOKINGS ENGINE IF HOSTED WITH AXSES
  37. 37. Knowledge engineering . Easy to use admin tools WEBSITE BOOKINGS FREE IF HOSTED WITH AXSES All inventory options All payment options All Guarantee options Full control of content Research Newsletter Client Management Database Marketing Flexible Family plan & ages Flexible rules & policies Groups – Specials – Packages Themes Management Co-Marketing (Partners Program) Distribution | GDS | Affiliates FaceBook
  38. 38. Knowledge engineering arcRes for Facebook arcRes for GDS arcRes for e-Specials arcRes for Affiliates arcRes for Google Maps arcRes for Your Website arcRes for Bookable-ads arcRes for Portals arcRes for RSS Marketing arcRes Marketing Suites http:// arcres .com/ ecommerce -and-travel-marketing. cfm arcRes for Partnerships
  39. 39. Knowledge engineering arcRes for Your Website Database of lookers and bookers
  40. 40. Knowledge engineering Transaction details for hotel and partners Selling property tracked on partner record arcRes for Your Partnerships Properties selects partners Selected partners displayed Final bookings page
  41. 41. A RC R E S Knowledge engineering Property description and photo Quotes Room descriptions Rates Specials automatically shown through RSS feeds. Bookings … all shown in Facebook and updated easily in arcRes. arcRes for Facebook
  42. 42. Knowledge engineering arcResBookings added to Facebook page live example Facebook Demo Installation Requires arcRes approval 1-246 429 2653 facebook http://axses- facebook .com Database of lookers and bookers arcRes for Facebook
  43. 43. Knowledge engineering arcRes for Bookable-ads For the traveler:: compare lists, quotes, myRealHolidays website- -itineraries
  44. 44. . . Knowledge engineering For the traveler:: compare lists, quotes, myRealHolidays website- -itineraries arcRes for e-Specials
  45. 45. . . Knowledge engineering Distribute globally with RSS feeds - travelers get latest specials mailed to them feeds/BarbadosVacationSpecials.xml Approx 100 sites arcRes for RSS Marketing
  46. 46. arcRes GDS Knowledge engineering 3000 million reservation per month 400,000 travel agents 40,000 iDS arcRes for GDS
  47. 47. Knowledge engineering arcRes for Portals For the traveler:: compare lists, quotes, myRealHolidays website- -itineraries 30 Caribbean Sites
  48. 48. Knowledge engineering Transaction record show agent. Custom reports available Caribbean Specialists Resources Links to: Barbados Sandy Lane A Bookings Barbados Service direct on Travel Agents site * Axses supplied agent website * Agents own website arcRes for affiliates For the traveler:: compare lists, quotes, myRealHolidays website- -itineraries
  49. 49. . . Knowledge engineering Themes, Packages, Specials, Portals Comparison Shopping, Quotes, Bookings 130 Barbados Operators using arcRes features/channels 68 One or more themes (average 3) 81 44 Specials and RSS Channels (#1 on MSN) 55 40 Bookings Engine operators website 37 Specials on website 29 Packages (14 RealHolidays) 22 Comparison Shopping 16 Distribution ________________________________________________________ 130 Barbados operators using one or more features/channels (above) Hundreds more, using arcRes Search and Directory listing 800 archives entries (attractions, tours, information etc) | 1000 villas, home rentals | 229 hotels, apartments, guesthouses arcRes Channels
  50. 50. . . Knowledge engineering arcRes Suites E-commerce platform for multiple Direct channels, GDS/PMS Integrated, Themes Marketing, CRS Website bookings Built to manage Websites Content | Bookings Information Distribution SEO | Marketing | Direct Mail Reports & Analysis Supplier status management E-commerce: arcRes & arcAds Affiliate marketing Facebook
  52. 52. Knowledge engineering AXSES 12 AWARDS of Excellence International award for advanced travel technology
  53. 53. Knowledge engineering AXSES PEOPLE Directors Ian Clayton: CEO John Gibbs: Managing Director Kathy-Lynn Ward: Director Operations & Programming Programmers/Technical Shelly Burke Hussein Grant Kris Gooding André Rock Marketing and Support Julia Hyndman: e-commerce Marketing Ann-Marie Morris: Web Marketing Janelle Knight: Web Marketing St Lucia Partner: Glace Graphics
  54. 54. . Knowledge engineering AXSES Direct Cost effective Established Creative Market Leader Technology Leader Caribbean International Potential innovation works
  55. 55. Knowledge engineering Our Solution Supplier focused established and widely used proven marketing systems proven technology for the Caribbean proven leadership and innovation Extensive database/marketing systems Database of hundreds of thousand of Barbados prospects,,,,,,
  56. 56. . . knowledge engineering Create a Supply Chain Solution for Stakeholders – Multiple Channels managed by a single admin From multiple fragmented admin. To a single Umbrella TA’s/IDS TA’s/IDS IDS IDS Destination portals Destination portals
  57. 57. Knowledge engineering a Consistent Platform Each hotel manages their information across multiple channels and their own website and bookings engine Example: An independent portal Integrated with all AXSES e-commerce channels, FaceBook, Google Base, RSS Feeds, GDS*, IDS and Clients own booking engine A single point of management for each hotel *GDS is Load integrated. Seamless deliver is 6 months chennels GDS IDS FaceBook, Google Base, RSS
  58. 58. . . knowledge engineering Create long term sustainability Direct channels, destination marketing build brands & profits … . that last From Distribution Branding To Supplier Branding /direct sales Old paradigm- closed loop, distributor brand, distributor control & loyalty, high cost, vulnerable, fickle (ccourt, twt, trends) Destination marketing, supplier brand, open loop, supplier control, supplier loyalty, supplier profits, Barbados profits
  59. 59. Knowledge engineering . BookingsFranchise – affordable – sensible
  60. 60. T h a n k Y o u knowledge engineering
  61. 61. . . knowledge engineering Proven marketing success Technology built for the Caribbean Caribbean software engineers can export technology to the world bringing wealth and sustainable employment to the region
  62. 62. Knowledge engineering VISION Better consolidation through knowledge engineering* and innovation The future is about bringing services and technology together in a powerful knowledge delivery system &quot;Seeking information and looking for perspective--like-minded experience and judgments--are currently trumping the straightforward hunt for the best price&quot;, says Douglas Quinby, senior director of research at PhoCusWright. Our team has proven it can increase the impact of tourism We will share this success with all islands *engineering information & process for the knowledge based economy making information malleable, configurable, searchable, accessible and delivered to suite