Axses Caribbean Brands Bookable ads Platform

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  • 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 Caribbean Travel Platform
  • 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. 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. MILESTONES 1996 Launched Barbados.org . Established AXSES SCI, Barbados. 1999 Launched Realholidays.com dynamic packaging 2001 Launched ArcRes.com Reservations system 2002 Launched BookingsBarbados, affordable bookings & reservations 2004 Launched DestinationSuites.com 2005 Launched Integrated GDS solution with Reserv 2007 Launched BookingsFranchise.com 2008 Bookable-ads, Bookable-maps CaribRez.com Caribbean marketing launched 2009 FaceBook Travel platform http://arcResBookings.com 2009 Booking-Partners.com collaborative destination marketing 20 AXSES Tourism websites already marketing Barbados via the Caribbean Knowledge engineering
  • 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. ACHIEVEMENTS Barbados.org: The Most Popular Site of Barbados in the world Linked to by over 50,000 pages on the internet .   Knowledge engineering
  • 7. ACHIEVEMENTS Barbados.org (advertising budget 0) - vs - VisitJamaica.com (buget millions $) Knowledge engineering
  • 8. 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 Barbados.org & Direct Bookings via Internet marketing of each property’s website including Cars and activities Effective, low cost technology for Direct Sales and Global distribution
  • 9. 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 -ads.com ) 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 Barbados.org network and our Internet marketing)
  • 10. Knowledge engineering Barbados Bookings Center – since 2004 BookingsBarbados.com BarbadosBookingsCenter .com Top 3 positions on Google
  • 11. . . Knowledge engineering Tops in shopping
  • 12. . . Knowledge engineering Tops in social media
  • 13. . . 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%
  • 14. . . Knowledge engineering Network - Over 20 Caribbean Marketing sites Over 20 dedicated marketing sites like http://BookingsBarbados.com http://RealHolidays.com , http://CaribIslands.net , Http://BarbadosHolidaySpecials.com , Http://BarbadosVillas.com Hundreds of theme pages and packages.
  • 15. . . Knowledge engineering Powering custom designed destination portals IntimatehotelsBarbados.com
  • 16. Knowledge engineering BookingsStLucia.com: 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
  • 17. Knowledge engineering BookingsStLucia.com: Marketing platform Navigation Search 1000’s Themes Directories 5pages Strategic content 40pages Shopping, quotes, bookings, direct marketing, reports Specials, activities,maps
  • 18. Knowledge engineering BookingsStLucia.com 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
  • 19. Knowledge engineering BookingsStLucia.com Site Usage / Rankings 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
  • 20. Knowledge engineering BookingsStLucia.com ROI 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: $17,912.80 USD (over a 6 month period)
  • 21. . . 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 http://HolidayThemesMarketing.com Close more Direct sales and expand distribution
  • 22. . 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!
  • 23. . . Knowledge engineering Dynamic Packages : RealHolidays.com 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
  • 24. . 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
  • 25. . . Knowledge engineering Specials Marketing (# 1 on MSN) Distributed on AXSES Network BookingsStlucia.com Barbados.org BarbadosHolidaySpecials CaribbeanHolidaySpecials CaribbeanReservationCenter Resort website Distribute globally with RSS feeds RSS feeds allow travelers to get latest specials mailed to them http://barbadosvacationspecials.com/rss_feeds/BarbadosVacationSpecials.xml Approx 100 sites
  • 26. . . 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
  • 27. . . Knowledge engineering e-Specials – quotes, bookable Distribute globally with RSS feeds RSS feeds allow travelers to get latest specials mailed to them http://barbadosvacationspecials.com/rss_feeds/BarbadosVacationSpecials.xml arcRes Bookings engine powers all channels Get quotes for specials
  • 28. . . Knowledge engineering CaribbeanHolidayPackages.com Powered by arcRes Distributed on Barbados.org BarbadosHolidayPackages.com CaribbeanReservationsCenter.com Resort websites arcRes Bookings engine powers all channels
  • 29. . 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
  • 30. . Knowledge engineering Advertising report for a resort . Average cost per click = 15 cents USD Exceptional value!! Google $2 to $8 USD
  • 31. . Knowledge engineering Interactive channels Increase bookings Themes Marketing Dynamic packages Pre-made packages In addition to Global distribution Resort Search Comparison Shopping Specials Marketing Bookable-ads.com Interactive Advertising TM
  • 32. . 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
  • 33. . Knowledge engineering Dynamic Bookable Advertising: Bookable-ads rates quotes Full shopping cart cost and compare **** huge increase in bookability*** shopping TM
  • 34. . Knowledge engineering Turn on the light Bookable-Ads FREE!! To arcRes BookingsBarbados.com users TM
  • 35. *engineering information & process for the knowledge based economy making information malleable, configurable, searchable, accessible and delivered to suite knowledge engineering providing the tools & services to help suppliers build brands, markets & profits advanced technology | know-how training & support
  • 36. knowledge engineering arcRes e-commerce Marketing e-commerce marketing & management | direct marketing websites & portals | global distribution | social networking | channel management | advertising management | hospitality management | affiliate marketing | collaborative marketing | SEO marketing Intellectual resource & knowledge management arcRes e-commerce marketing slideshow website
  • 37. Knowledge engineering . Easy to use admin tools 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. . . 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
  • 39. Knowledge engineering . LEADING DESTINATION MARKETING BUILT FOR THE CARIBBEAN
  • 40. Knowledge engineering AXSES 12 AWARDS of Excellence International award for advanced travel technology
  • 41. 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
  • 42. . Knowledge engineering AXSES Direct Cost effective Established Creative Market Leader Technology Leader Caribbean International Potential innovation works
  • 43. 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 BookingsStlucia.com,BookingsBarbados.com, Barbados.org, arcRes.com, RealHolidays.com, TravelAgentsRes.com, BookingsXxxxxx.com
  • 44. . . 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
  • 45. Knowledge engineering a Consistent Platform Each hotel manages their information across multiple channels and their own website and bookings engine Example: IntimateHotelsBarbados.com An independent portal Integrated with all AXSES e-commerce channels BookingsBarbados.com, BarbadosHolidaySpecials.com 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
  • 46. . . 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
  • 47. Knowledge engineering . BookingsFranchise – affordable – sensible
  • 48. RECOMMENDATION Build Bookable-Ad Portal wholesale rates on Clicks and Bookings Re-change client on a mix of ads and bookings market rates 100% markup knowledge engineering
  • 49. FEATURE DIRECT SALES Measure every click, quote and booking Charge transaction fees to support your marketing and investment Example $.50 c us per click on advertising $2 success booking Your cost 50% knowledge engineering
  • 50. DIRECT SALES – BUILDS BRANDS Knowledge engineering in 2006 major brands direct online was 81.4% Max Starkov , President & CEO, Hospitality eBusiness Strategies Inc Direct-to-consumer online distribution should become the foundation, the main focus of any hotelier's online distribution strategy. Online, the industry direct sales average 52% (PhoCusWright, 2002) with many hoteliers reporting less than 5%. Many hoteliers cede control of their inventory and pricing to online intermediaries, at an enormous cost financially and to brand integrity Website optimization is the first step toward building a robust direct online distribution strategy   PhoCusWright: h ttp:// arcres .com/ arcrates /users2/ arcres - shopingvsbuying . htm Merrill Lynch: http://axses.com/ travelwatchnews _files/tourism-marketing- distributiontrends -2008. pdf
  • 51. . Knowledge engineering Bookable ads –Brand marketing 2007 TM advertising 74 % of all click approx. 50% are smart ads (e-commerce powered) e-commerce channels = 7% (10% may 09)* * e-commerce is the fastest growing sector
  • 52. . Knowledge engineering Bookable ads –Brand marketing 2009 Revenue Aug 14th TM arcRes and smart ads = 31%
  • 53. . Knowledge engineering arcAds – easily create and manage ads   To place an ADV. fill out the online form arcAds is a comprehensive knowledge system of Ad spots Ad types, size, content and properties. The arcAds admin system tracks, manages and reports on each Ads performance: By cost, by channel, by account type, by place, by client , by date and by groups and projects
  • 54. Knowledge engineering arcRes for Bookable-ads For the traveler:: compare lists, quotes, myRealHolidays website- -itineraries
  • 55. . Knowledge engineering arcAds – tracks and report every click measuring performance of every channel, every client, every ad  
  • 56. knowledge engineering We provide the platform you offer the service
  • 57. T h a n k Y o u knowledge engineering partnership of excellence
  • 58. 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 "Seeking information and looking for perspective--like-minded experience and judgments--are currently trumping the straightforward hunt for the best price", 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
  • 59. . . knowledge engineering Proven marketing success Building Caribbean Expertise Caribbean software engineers can export technology to the world bringing wealth and sustainable employment to the region
  • 60. . . knowledge engineering Nautilus Beach Apartments - for our newsletter August 2009 “I can’t sing the praises of AXSES enough. I think they are doing a fantastic job in terms of tourism marketing. The staff are very knowledgeable and always willing to assist clients.   Each step along the way during the last decade, they have made our advancement into the wireless world that much easier. For example with regards to GDS and with tailor-made marketing initiatives for the property.”