seminar  Marketing Dominica   knowledge engineering Dominica   direct travel shopping platform A lot of hard work /researc...
Marketing Platform knowledge engineering Hotel website Mobile website content manager bookings engine Niche marketing tool...
Where we are: Built Portal BD 100 pages on relevant marketing focused information Specialised Direct Shopping technology F...
Knowledge engineering Direct Marketing .. SEO Dominica family holidays Commited  $,000 to marketing  getting themes, produ...
Knowledge engineering <ul><li>We are marketing Dominica- preaching to the converted </li></ul><ul><li>Eg Dominica Travel P...
Knowledge engineering A missing link - oportunity Insight – California spike!  disproportionately more cals are looking at...
e-commerce Seminar  Dominica 2010   knowledge engineering Intro to AXSES Overview of e-commerce/marketing Training on arcR...
Developing advanced travel shopping technology,  direct sales, branding, destination marketing 12 years building technolog...
helping small and medium sized resorts,  tourism operators & destinations build their brands and increase direct business ...
Knowledge engineering AXSES PEOPLE Directors  Ian Clayton: CEO John Gibbs: Managing Director Kathy-Lynn Ward:  Director Op...
knowledge engineering e-commerce agenda day 1 9:30  On-line Sales, Marketing & Advertising   10:00  examples of successful...
knowledge engineering Overview On-line Sales, Marketing & Advertising   – 30 minutes Internet - how people buy How to get ...
Knowledge engineering Travelers visit  6 -24  travel portals and several supplier sites Start with  Travel Guides/Destinat...
Knowledge engineering both destination and supplier branding Many travelers  prefer to buy direct  –  particularly Dominic...
Knowledge engineering Create a Reason to Return “ STICKINESS” direct links  and  product promotion   loyalty programs  bes...
Knowledge engineering Where People Buy Online Direct source HeBS: 45% of hotel bookings in 2010 6% growth in 2009 – indust...
Knowledge engineering 2009 – 2010 shift to distribution   Recession =OTA discounting  vs rack rates on hotel sites Technol...
Knowledge engineering Direct Marketing for Brand Integrity Max  Starkov , President & CEO, Hospitality Business Strategies...
Knowledge engineering BookingsDominica.com: Your direct Channel   Shopping  Experience Quotes/boookings Packages Technolog...
.  Knowledge engineering Quotes, comparison shopping, bookings   Travelers Quotes/Invoice
.  Knowledge engineering Client websites custom information systems Travelers Quotes/Invoice Traveler information systems....
Knowledge engineering many  results Flight search - GDS (Sabre)  ian.com affiliate partner Airlines webrates now available...
knowledge engineering Build  Direct Business OTA Exposure is massive!   Expedia 60 mil pm expedia, orbitz   , travelocity,...
. .  knowledge engineering Direct Biz = long term sustainability Direct channels / advertising and brand exposure build br...
knowledge engineering How to Increase Direct business   •  Web site Re-design * • Interactivity & Applications * • Search ...
knowledge engineering SEM/ Adwords Adwords – Googles paid advertising - CPC
knowledge engineering e-commerce agenda day 1 9:30  On-line Sales, Marketing & Advertising   10:00  examples of successful...
20 minutes Themes Specials Brands  Quotes Maps  SEO * examples of successful marketing strategies knowledge engineering
Themes <ul><li>Theme / Niche Marketing </li></ul><ul><li>focus on a market subset </li></ul><ul><li>portray product for th...
Knowledge engineering Tailored Descriptions  Photos, links add with arcRes Tool Direct Marketing -  Themes   Barbados fami...
Knowledge engineering Tailored Descriptions  Photos, links add with arcRes Tool Direct Marketing -  Themes   Dominica fami...
Knowledge engineering Bookings Marketing -  Specials Barbados vacation specials eSpecials – quotes, bookable RSS push Spec...
Knowledge engineering Smart Ads Marketing – Brands La Flamboyant Hotel dominica webpage Quote/ Bookings
Knowledge engineering Direct  Marketing - Quotes spas Quote/ Bookings webpage
Knowledge engineering Smart Ads Marketing - Brands Beach View Hotel Barbados
Specials <ul><li>Interactive Special - Calls To Action </li></ul><ul><li>Quote/Reserve </li></ul><ul><li>WebInfo </li></ul...
Specials: Distribution knowledge engineering Hotel website Mobile
Specials: Growing knowledge engineering <ul><li>2009 </li></ul><ul><li>half a million visits </li></ul><ul><li>over a mill...
Mapping knowledge engineering 500 map points 39 map categories
Mapping knowledge engineering Interactive view of Barbados Based on satellite imagery
Mapping knowledge engineering
knowledge engineering e-commerce agenda day 1 9:30  On-line Sales, Marketing & Advertising   10:00  examples of successful...
Web Design knowledge engineering YourHotel.com Search Engines Social Media Marketing Channels Dominica.dm Offline Marketin...
Web Design knowledge engineering <ul><li>Objectives </li></ul><ul><li>Convince visitor to stay at your property </li></ul>...
knowledge engineering Web Design for success 30 minutes   Shoppers leave a site if they do not see pictures and words  tha...
Shoppers leave if they don’t see what they want Shoppers are looking for: best-priced option and the best experience It’s ...
knowledge engineering Shoppers leave if   they perceive rates are unfair Its no longer acceptable to have the  highest rat...
10 Steps to success Dominica Newsletter knowledge engineering 6. Plan  7.  Consist with of-line  8.  Quality time  9. Cont...
Knowledge engineering Website  Marketing <ul><li>exposure  </li></ul><ul><li>–  desire </li></ul><ul><li>process </li></ul...
knowledge engineering e-commerce agenda day 1 9:30  On-line Sales, Marketing & Advertising   10:00  examples of successful...
Why use a Booking engine 20 minutes   Immediate  Better Service Consistent/Standard Required by Travelers  Increases Direc...
Immediate/Better/required! Instant quotes, specials & packages across seasonal dates, family rates, plans, specials quote ...
Knowledge engineering Resort website inconsistent format, information, process, no standard  terms / vat in-out / service ...
Knowledge engineering .   arcRes Booking Engine  helping mangers manage Website Booking Engine for hotels, villas, cars, a...
Knowledge engineering .   Flexible & Comprehensive Options & Admin Tools All inventory options All payment options All Gua...
knowledge engineering e-commerce agenda day 1 9:30  On-line Sales, Marketing & Advertising   10:00  examples of successful...
arcRes training     35 minutes   profile seasons unit types, unit rates transactions knowledge engineering
arcRes setup Website content   Seasons Units/rates   Profile
arcRes Units/Rates Naming convention   Family Plans Amenities
arcRes Rates /pp TIP Rates Per Person:  613.82-306.91-217.15   Amenities
arcRes training Accommodation Transactions   Rates display knowledge engineering
arcRes training Transactions   knowledge engineering
arcRes training Transactions   knowledge engineering
Knowledge engineering arcRes for Your Website
Knowledge engineering LUNCH   knowledge engineering
knowledge engineering e-commerce agenda day 1 9:30  On-line Sales, Marketing & Advertising   10:00  examples of successful...
Closing business (transactions follow up)   30 minutes Consider you are sitting across the desk from someone online – repl...
knowledge engineering Closing business arcMail help  >>>   T R A N A C T I O N S
arcMail help   >>>   How to close more leads  1.  Contact asap  personal -  don't repeat what is on the website - give the...
Mass Mail Use direct mail system gather addresses from your website mail And booking engine Use Email contacts Follow up w...
knowledge engineering Adwords |  Mass Mail
Follow up – update online system Mailings  update your transaction report
Follow up – update online system contacted IC Updates to travelers details display on transaction report Giving manager a ...
Successful use of Reports 1:20  examples of successful marketing strategies   knowledge engineering
knowledge engineering e-commerce agenda day 1 9:30  On-line Sales, Marketing & Advertising   10:00  examples of successful...
knowledge engineering Brand Integrity & Brand Loyalty 25 minutes..+.. 20 mins Distribution OTA/GDS Many hoteliers cede con...
Knowledge engineering Travelers look for best value Traditional shopping sites do not build your brand Expedia: “mission t...
Knowledge engineering Brand Integrity l The medium and the message  The Medium - Choice of channel often reflects on the B...
Knowledge engineering Brand Integrity l The medium and the message  Relationship - Travelers build a relationship with the...
Knowledge engineering Rate Integrity  The medium and the message  Glenn Haussman  - Editor in Chief. Hotel Interactive, In...
OTA Discounting - Pressure on the Bottom line     >>>  ppt ADS/OTA booking up 42.73%  over February 2007  Net revenue -0.3...
knowledge engineering e-commerce agenda day 1 9:30  On-line Sales, Marketing & Advertising   10:00  examples of successful...
knowledge engineering Dominica Brand Dominica is like no other Caribbean Island  un-spoiled, natural, authentic  undiscove...
Knowledge engineering Do you need OTA? The medium and the message  Many smaller suppliers do all of their business direct!...
Knowledge engineering COST of  OTA? >>source>> Case Study 1:  Direct vs. Indirect Online Channel •  Direct Online Channel ...
Pressure on the Bottom line     >>>  ppt As noted before  Discounters  are  Eroding Rates  and  Decreasing ADR OTA are als...
Knowledge engineering OTA Alternative BookingsDominica.com Next Gen. Direct Travel Shopping Directory of all accommodation...
Knowledge engineering BookingsDominica.com:  Marketing platform Navigation – themes-search-lists travel guide-travel plann...
Knowledge engineering BookingsDominica.com:  Marketing platform Navigation Search 1000’s Themes Strategic content 40pages ...
Knowledge engineering BookingsDominica.com:  SEO platform Navigation Themes Strategic content 40pages Specials, activities...
Knowledge engineering BookingsDominica.com:  For ALL Tourism Activities Attractions Hotels Guesthouses Cottages Villas Apa...
. .  knowledge engineering Direct Biz = long term sustainability Direct channels, destination marketing build brands & pro...
Knowledge engineering The medium and the message  Resources Blog  - The Interactive Brand   purpose and process –  video o...
Knowledge engineering l The medium and the message  COFFEE BREAK – 20 minutes
knowledge engineering e-commerce agenda day 1 9:30  On-line Sales, Marketing & Advertising   10:00  examples of successful...
arcRes training 20 minutes   Allocation  Guest payment options  & Credit card guarantee Online/offline card processing   k...
Knowledge engineering ALLOCATION  Current Default (Rack) Setting: BLOCK - (Block Requests by dates)             SET Defaul...
Knowledge engineering SET Default Inventory Plan CREATE/UPDATE Allocations
Knowledge engineering Full allocation or freeSell CREATE/UPDATE Allocations
Knowledge engineering payment options
Knowledge engineering With allocation/freesell With request /block request payment options
knowledge engineering e-commerce agenda day 1 9:30  On-line Sales, Marketing & Advertising   10:00  examples of successful...
  Activities/Booking-Partners Dynamic Packaging   35 minutes   knowledge engineering
Knowledge engineering Bookings-Partners program A Bookings-Partners programs markets directly to travelers right from the ...
. .  Knowledge engineering Interactive hotel pages The  book and save  widget on a hotel website allows travelers to  see ...
Knowledge engineering Transaction details  for hotel and partners Selling property tracked on partner  record arcRes for Y...
. .  Knowledge engineering Summary The arcRes Partnership program allows hotels to partner with car rentals, activities an...
knowledge engineering 3: 00 Dynamic Packaging     http://bookingsdominica.com/encyc/archive/arcres/Dominica_holiday_activi...
Dynamic packaging     Any number of activities can be added knowledge engineering
knowledge engineering Dynamic packaging     Any number of activities can be added http://bookingsdominica.com/encyc/archiv...
    Q & A | One 0n One knowledge engineering e-commerce agenda day 1
    DAY ONE ENDED knowledge engineering e-commerce agenda day 1
    DAY 2 knowledge engineering e-commerce agenda
e-commerce agenda day 2       >>> 9:15  Summary of Day one 9:35  Specials & e-Specials  10:05  Groups rate – Best Rate Gua...
    On-line Sales, Marketing & Advertising  Web Design  Why use a Booking engine    arcRes training - profile, seasons, un...
Knowledge engineering How People Buy Online 45% - Direct 60% OTA   Create a Reason to Return 2009 – 2010 shift to distribu...
10 Steps to success in Web Design Dominica Newsletter knowledge engineering Summary of Day one Web Design 6. Plan  7.  Con...
Knowledge engineering arcRes Booking engine setup/beefits Summary of Day one Why use a Booking engine
knowledge engineering Closing business arcMail help  >>>   T R A N A C T I O N S Summary of Day one
knowledge engineering How to Increase Direct business   •  Web site Re-design * • Interactivity Optimisation & Application...
Summary of Day one     knowledge engineering allocation payment option, ccg Dynamic Packaging Booking-Partners END SUMMARY...
e-commerce agenda day 2       >>> 9:15  Summary of Day one 9:35  Specials & e-Specials  10:05  Groups rate – Best Rate Gua...
Specials     >>> ppt knowledge engineering
e-commerce agenda day 2       >>> 9:15  Summary of Day one 9:35  Specials & e-Specials  10:05  Groups rate – Best Rate Gua...
Rate Plans| Best Available| Affinity Knowledge engineering WHY you need rate plans Cornell University Study  If travelers ...
Rate Plans | Revenue Management Knowledge engineering A strong Revenue Management function in a hotel,  can isolate specif...
knowledge engineering Rate Plans Examples       arcRes Rate plans  displayed On Web bookings > demo >
e-commerce agenda day 2       >>> 9:15  Summary of Day one 9:35  Specials & e-Specials  10:05  Groups rate – Best Rate Gua...
knowledge engineering AXSES Travel Platform    Rate Plans –  Groups & Specials
knowledge engineering AXSES Travel Platform If  a traveler perceives the hotel rates to be fair they are more likely to re...
Display affinity group rates (AAA, Corporate etc)  loyalty rates, Best rate guarantee,  website rates, specials Offer a sp...
Plans & Promotion  for Revenue Management Use Rate Plans and Special Promotions to optimize revenue Rate Plans are long te...
Easy Setup  – Click Groups Knowledge engineering Select Group (Permanent) Import from the List or create a new Plan
Knowledge engineering Create Rate Plan as a % discount on rate Enter % discount Describe what users will see Enter any spe...
Knowledge engineering Create Rate Plan Rules Set the business rules – which units and which channels are  NOT included arc...
Multiple rates on your website     knowledge engineering AXSES Travel Platform Multiple Rate Plans display Meet and exceed...
Knowledge engineering Smart Rates Marketing  - Multiple Rate Plans &  Groups Multiple rates –  Travelers selects Specials ...
*engineering information & process for the knowledge based economy making information malleable, configurable, searchable,...
Special rate Plans for different channels  knowledge engineering AXSES Travel Platform
Knowledge engineering facebook can have its own rate & special promotions Updates facebook page with latest rate and room ...
e-commerce agenda day 2       >>> 9:15  Summary of Day one 9:35  Specials & e-Specials  10:05  Groups rate – Best Rate Gua...
knowledge engineering Rate Plan Strategies       <ul><li>Stick to Lowest Rate Guarantee only on your hotel website </li></...
e-commerce agenda day 2       >>> 9:15  Summary of Day one 9:35  Specials & e-Specials  10:05  Groups rate – Best Rate Gua...
Mobile E-Marketing
Mobile E-Marketing Check hotel on Facebook Call friends & family Visit hotel website and  make booking Mobile Shopping 201...
Mobile E-Marketing <ul><li>Uses within Travel Industry  </li></ul><ul><li>Alerts about special offers and deals </li></ul>...
Mobile E-Marketing <ul><li>Caribbean Travel Shopping Application </li></ul><ul><li>Latest special offers and deals   from ...
e-commerce agenda day 2       >>> 9:15  Summary of Day one 9:35  Specials & e-Specials  10:05  Groups rate – Best Rate Gua...
Knowledge engineering http://arcRes.com/Social-Media-Travel-Marketing.cfm Time to reach 50 million users Radio  38 years T...
Social Media <ul><li>What is Social Media? </li></ul><ul><li>Wikipedia definition: Social media are media designed to be d...
Social Media <ul><li>New marketing channels  </li></ul><ul><li>Effective communications media </li></ul><ul><li>New way to...
Social Media: Facebook: Facts knowledge engineering <ul><li>Online community where persons interact with others who share ...
Social Media: Facebook: Terms knowledge engineering <ul><li>Profile : Profiles are used to represent individuals.    An in...
Social Media: Facebook: Schedule knowledge engineering <ul><li>General updates  - at least  twice a week . </li></ul><ul><...
Social Media: Facebook: Content knowledge engineering <ul><li>Photos </li></ul><ul><li>Notes & Wall </li></ul><ul><li>Disc...
Social Media: Facebook: Photos <ul><li>At least one photo album, more for larger properties </li></ul><ul><li>Photo albums...
Social Media: Facebook: Notes/Wall Wall – quick messages  |  Notes – longer messages <ul><li>Hotel news -  upgrades, award...
Social Media: Facebook: Discussions knowledge engineering <ul><li>Encourage guest feedback      – comment on their stay, c...
Social Media: Facebook: Events knowledge engineering <ul><li>On-site events – manager’s cocktail party, Sunday lunch  </li...
Social Media: Facebook: Call To Action knowledge engineering <ul><li>Encourage fan responses    To do so frame your posts ...
Social Media: Facebook: Marketing knowledge engineering <ul><li>Create a user-friendly Facebook address e.g. facebook.your...
Social Media: arcRes For Facebook Property description and photo Quotes Room descriptions Rates Specials automatically  sh...
e-commerce agenda day 2       >>> 9:15  Summary of Day one 9:35  Specials & e-Specials  10:05  Groups rate – Best Rate Gua...
 
 
 
 
 
 
 
 
 
 
<ul><li>Next Steps </li></ul><ul><li>Check property description and photo.   Check each room description and photo. </li><...
<ul><li>Next Steps </li></ul><ul><li>Check property description and photo.   Check each room description and photo. </li><...
<ul><li>Next Steps </li></ul><ul><li>Add Page photo and info. </li></ul>
<ul><li>Next Steps </li></ul><ul><li>Add Photo Album(s) </li></ul>
<ul><li>Next Steps </li></ul><ul><li>Add Note or Wall comment </li></ul>
<ul><li>Next Steps </li></ul><ul><li>Start discussions </li></ul>
<ul><li>Next Steps </li></ul><ul><li>Add events </li></ul>
e-commerce agenda day 2       >>> 9:15  Summary of Day one 9:35  Specials & e-Specials  10:05  Groups rate – Best Rate Gua...
Social Media: Twitter: Facts knowledge engineering <ul><li>Twitter is a free social networking service that enables users ...
Social Media: Twitter: Updates knowledge engineering <ul><li>Update at least  twice a week </li></ul><ul><li>Same  content...
Social Media: Twitter: Other Activities knowledge engineering <ul><li>Check for  replies  to your tweets and respond. </li...
Social Media: Twitter: Marketing knowledge engineering <ul><li>Create a user-friendly Twitter address e.g. twitter.yourweb...
Social Media – Facebook - Twitter Facebook  ppt  |  Application knowledge engineering Participate: Create your page – add ...
Social /  Mobile media Conversation is Mobile In 5 years  More users will access the net  Via mobile that  Via the desktop...
. Knowledge engineering Promoted in Apps stores:  Google Android http://www.androidpit.com/en/android/market/apps/app/com....
. Knowledge engineering iPhone vs  Google Android OPEN SOURCE/FLASH 26 Android  devices http://www.androphones.com Samsung...
e-commerce agenda day 2       >>> 9:15  Summary of Day one 9:35  Specials & e-Specials  10:05  Groups rate – Best Rate Gua...
Search Engine Optimization (SEO) What is Search Engine Optimization? The process of getting a website ranked highly on the...
SEO  Relevant Content knowledge engineering <ul><li>Identify Unique Selling Points  </li></ul><ul><li>Select keywords & ph...
SEO  Implementation knowledge engineering <ul><li>Convert keywords into ‘search engine friendly’ website  constructs </li>...
SEO  Marketing knowledge engineering <ul><li>Submit directly to the search engines </li></ul><ul><li>Submit to directories...
rename pages that are meaningless to search engines. Page names are important keywords Index Boutique-Luxury-hotel.html Ab...
<ul><li>USP / TARGET MARKET / KEYWORDS </li></ul><ul><li>PAGE NAMES  index.html = Boutique-Luxury-hotel.html  keywords in ...
PAGE NAMES   over 50 page names – optimised C:axsesencycarchivearcres   Building Links   >>> see  backlinks  as of Februar...
Conversation (social Media)   Cooking Creole by Marcelle Bienvenu »t's almost Creole tomato time! By Judy WalkerMay 14, 20...
SEO Results Example Google page 1 results for keyword searches changes daily – we are constantly optimising pages as are a...
e-commerce agenda day 2       >>> 9:15  Summary of Day one 9:35  Specials & e-Specials  10:05  Groups rate – Best Rate Gua...
Knowledge engineering Tailored Descriptions  Photos, links add with arcRes Tool BookingsDominica Themes Dominica family ho...
knowledge engineering Niche Marketing - themes enter in details     Photos  | Descriptions |Active themes One-bed-cottage....
knowledge engineering Niche Marketing enter in details     Photos |  Descriptions  |Active themes
knowledge engineering Niche Marketing enter in details     Photos | Descriptions |  Active themes
knowledge engineering Niche Marketing     Photos | Descriptions |  Active themes
Knowledge engineering Themes  Marketing Information tailored to the occasions Tailored to the theme Database Marketing Tra...
e-commerce agenda day 2       >>> 9:15  Summary of Day one 9:35  Specials & e-Specials  10:05  Groups rate – Best Rate Gua...
GDS     >>>  ppt knowledge engineering
GDS     >>>  ppt Dominica  323 room nights $33,000 Barbados 13,836  room night $4,292,000 http://www.travelclick.net/infor...
GDS GDS hotel bookings = 23.6%  of total CRS bookings in 2009  declined by 3.7% vs. 2008 All GDS share has decreased by 7%...
GDS Why GDS has declined since 2006 Then   GDS supplied content to  hundreds of thousands of Agents via terminals  thousan...
GDS knowledge engineering Then Used to be GDS Fed OTAs 10%   agents commissions Now  OTAs  want there own contract 25% mer...
GDS knowledge engineering Strategic Marketing with GDS in markets that have few listings on the OTAs,  OTA are still pulli...
GDS Who is contracted with OTA’s Expedia Others
GDS     Who is using GDS/Charms? http://hotelandtravelindex.travelweekly.com/Destinations/Dominica/Hotels
. .  knowledge engineering GDS can Manage multiple allocations  rates and distribution channels Hotels becoming an octopus...
GDS COSTS     Min 50 $ US pm 10% to Agents 7$ US per booking 5.75-8% to Sabre/Amadeus/Travelport SETUP = $300US  arcRes Sp...
GDS     GDS 23% of Distribution sales ADS/OTA is consolidating  require Direct contracts Agent Market is picking up Agents...
GDS     We want to monitor GDS  and get your feedback Before we make a  Recommendation >>>  ppt knowledge engineering
e-commerce agenda day 2       >>> 9:15  Summary of Day one 9:35  Specials & e-Specials  10:05  Groups rate – Best Rate Gua...
PMS     Who is using what PMS what is the most used feature Inventory/housekeeping/maintenance/invoicing/accounting/front ...
e-commerce agenda day 2       >>> 9:15  Summary of Day one 9:35  Specials & e-Specials  10:05  Groups rate – Best Rate Gua...
TravelersInsights     not a guide not a brochure -  a magazine People | Places | What's on | Things to Do | Human Interest...
TravelersInsights     The AXSES Travel   shopping experience includes provision for publishing and printing high quality m...
TravelersInsights     Advertising Branding Opportunity Free listings 1/8  Page $ 250   ¼  Page $500 ½ Page $1000 Full page...
    knowledge engineering e-commerce agenda day 2
    knowledge engineering e-commerce agenda day 2
    knowledge engineering e-commerce agenda day 2
TravelersInsights     Advertising Branding Opportunity Free listings 1/8  Page $ 250   ¼  Page $500 ½ Page $1000 Full page...
    knowledge engineering e-commerce agenda day 2   VISITS
    knowledge engineering e-commerce agenda day 2
    knowledge engineering e-commerce agenda day 2
    End Day 2   Schedule 1 on 1 for day 3 knowledge engineering e-commerce agenda day 2
Questions / 1 on 1     9:15  Summary of Day one 9:35  Specials & e-Specials  10:05  Groups rate – Best Rate Guarantee – Lo...
    How you can participate  knowledge engineering e-commerce agenda day 2
BookingDominica Marketing     arcRes Bookings engine  DDA* BookingsDominica basic advertising lists (5)  DDA BookingsDomin...
BookingDominica Marketing     BookingsDominica basic advertising lists (5)   DDA * knowledge engineering
BookingDominica Marketing     BookingsDominica Search/CostCompare  list/links/bookings  DDA knowledge engineering
BookingDominica Marketing     BookingsDominica – portal, seo, software AXSES BookingsDominica - Basic Themes/Keywords  AXS...
BookingDominica Marketing     List and links – Quotes and Bookings List links PPC   Us 250 Booking engine We will supply w...
BookingDominica Marketing     Featured Opportunities/ Enhancement US $ Banners  0 $ 200 pa FaceBook  0   $  75 pa  Twitter...
BookingDominica Marketing     List and links – Quotes and Bookings Volume Purchases Discounts  $200 + next module at 25% o...
.  Knowledge engineering Searching   - Shopping – Product Branding – Buying : Merge “ Each element in the search- ads -sho...
. .  knowledge engineering Committed to the Caribbean Strong Brands……. Direct Sales …. Higher Margins  ………… .. Supplier Co...
Knowledge engineering Bookings Conversion report Typical small hotel 16.4% of all lookers booked   people who got at least...
.  Knowledge engineering arcAds management and reporting Tracks every click on every ad on every ad spot Place any type of...
.  Knowledge engineering Tracks every click -on every page - on every ad spot
.  Knowledge engineering Tracks every click on every ad on every ad spot Avg. cost $2.5 us
knowledge engineering     End Day 2   e-commerce agenda day 2
knowledge engineering     T H A N K  Y O U
knowledge engineering     A B O U T
knowledge engineering “ I can’t sing the praises of AXSES enough.  I think they are doing a fantastic job in terms of tour...
*engineering information & process for the knowledge based economy making information malleable, configurable, searchable,...
Knowledge engineering arcRes for Portals For the traveler:: compare lists, quotes,  myRealHolidays website- -itineraries N...
Knowledge engineering arcRes for Facebook arcRes for GDS arcRes for e-Specials arcRes for Affiliates arcRes for Google Map...
arcRes GDS Knowledge engineering 3000 million reservation  per month 400,000 travel agents 40,000 iDS arcRes for GDS
.  Knowledge engineering AFFORDABLE GDS/IDS Channel Manager 7/5$ booking 3 rd party PMS Not integrated  with arcRes: Setup...
Knowledge engineering Transaction record show agent.    Custom reports available Caribbean Specialists Resources Links to:...
.  Knowledge engineering arcRes and ArcAds Managing multiple sites and applications on  several platforms e-commerce platf...
Knowledge engineering Technology: we deliver  a Complete, integrated   “TRAVEL PLATFORM” Hotels | Apartments  |  Villas  |...
Developing advanced travel shopping technology,  direct sales, branding, destination marketing 12 years building technolog...
helping small and medium sized resorts,  tourism operators & destinations build their brands and increase direct business ...
MILESTONES 1996 Launched  Barbados.org . Established AXSES SCI, Barbados. 1999 Launched  Realholidays.com  dynamic packagi...
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Seminar Bookings dominica

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E-commerce platform, seminar and launch of new Tourism e-commerce/ Marketing Platform for Discover Dominica Tourism Authority, Hotels and Activity providers. A Turn-Key AXES solution

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  • Consultant Report on this slideshow now completed - contact AXSES for a copy travel at axses.com
       Reply 
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  • Destination Branding thru story telling see http://TravelersInsights.com

    AXSES arcRes travel platform http://www.slideshare.net/irclay/axses-arcres-travel-platform

    contact arcresconsulting at axses.com
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  • http://arcres.com | http://axses.com/destinationmarketing/ | http://bookingsfranchise.com
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  • Destination marketing free consultation - call/email AXSES
    email iclayton 'at' axses.com

    Tel 246 429 2653
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  • Be the first to like this

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Transcript of "Seminar Bookings dominica"

  1. 2. seminar Marketing Dominica knowledge engineering Dominica direct travel shopping platform A lot of hard work /research/ thought very comprehensive | u will love it u will get much out of it more that a seminar – a platform Day 2 Specials marketing Group rates, loyalty Mobile Social Media SEO Niche marketing GDS/PMS TravelersInsights DAY 3 One-on-one Setting up rates Profile, Webinfo Photos, specials Day 1 Online Advertising Web Design Branding – Distribution arcRes e-Commerce basics Partners Collaboration Allocation & Payment options
  2. 3. Marketing Platform knowledge engineering Hotel website Mobile website content manager bookings engine Niche marketing tools Publishing distribute product to Mobile phones/apps google shopping, google maps A platform
  3. 4. Where we are: Built Portal BD 100 pages on relevant marketing focused information Specialised Direct Shopping technology For all – who has seen it
  4. 5. Knowledge engineering Direct Marketing .. SEO Dominica family holidays Commited $,000 to marketing getting themes, products, quotes and bookings on the search engines- 30 themes first page – “ Dominica Holiday Planning” Excellent Results we will share with how to do it Transfering knowledge and know how
  5. 6. Knowledge engineering <ul><li>We are marketing Dominica- preaching to the converted </li></ul><ul><li>Eg Dominica Travel Planning .vs. Travel Planning </li></ul><ul><li>Its inevitable – we are a Dominica site </li></ul><ul><li>Our technology is built for niche marketing </li></ul><ul><li>– opportunity is to focus on a niche </li></ul><ul><li>- where - Dominica has a distinct advantage </li></ul><ul><li>where - Dominica can be the best in the world </li></ul><ul><li>top of mind – top of search. </li></ul><ul><li>careful targeted - clever marketing - not big $$ </li></ul>A missing link / opportunity
  6. 7. Knowledge engineering A missing link - oportunity Insight – California spike! disproportionately more cals are looking at BD lifestyle match! - alterantive – healthy - Strategic initiative a niche that fits – Dominica has the resources – its a growing market – it’s a lifestyle appeal - identifiable- approachable – come to the worlds purest gym – stay in a jungle hut – workout on a mountain hike – - cool off in a fresh water river – surf the rapids Target California - Health and Wellness fam trip- trade shows – agent calls – radio – print – targeted magazine – alterative shops – coops – health clubs – website – inventive videos Resources/Advantage content - foods and values - conconut vs. pawpaw (Chris joseph has done excellent work in that area), yoga, meditation, knowledge, holistic, natural therapy, ecology, the elders, teachers and practitioners, herbs and natural medicines. Natural environment – eco tourism and lfestyles.
  7. 8. e-commerce Seminar Dominica 2010 knowledge engineering Intro to AXSES Overview of e-commerce/marketing Training on arcRes Working e-marketing platform
  8. 9. Developing advanced travel shopping technology, direct sales, branding, destination marketing 12 years building technology for Caribbean tourism knowledge engineering AXSES Tourism Development
  9. 10. helping small and medium sized resorts, tourism operators & destinations build their brands and increase direct business knowledge engineering AXSES MISSION building brands & direct marketing advanced technology – training & support – supplier tools
  10. 11. 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 Kaylene Burgess; Web Marketing Janelle Knight: Web Marketing St Lucia Partner : Glace Graphics Dominica Support: Patricia Harris Partner: Discover Dominica Authority
  11. 12. knowledge engineering e-commerce agenda day 1 9:30 On-line Sales, Marketing & Advertising 10:00 examples of successful marketing strategies: 10:20 Web Design 10: 50 Why use a Booking engine 11:10 arcRes on screen training - profile, seasons, unit types, unit rates, transaction 11:45 Question & Answer 12:00 LUNCH 1:00 Closing biz (transactions follow up) 1:30 examples of successful marketing strategies 1:30 Brand Integrity & Brand loyalty 1: 55 Distribution OTAs (on-line travel agencies) 2:15 COFFEE BREAK 2:35 arcRes on screen training - payment option, ccg and allocation 2: 55 Activities, Attraction, Booking-Partners 3:30 Question & Answer Anyone who wishes to stay and have one-on-one assistance 4:30 END
  12. 13. knowledge engineering Overview On-line Sales, Marketing & Advertising – 30 minutes Internet - how people buy How to get direct business OTAs | websites | Google & Seo | Social Media | Mobile * Free directories | Adwords | Mass Mail BookingsDominica
  13. 14. Knowledge engineering Travelers visit 6 -24 travel portals and several supplier sites Start with Travel Guides/Destination sites looking for information and direct links to suppliers websites finding options Often supplier websites are hard to find, hard to navigate, in-consistent and do not offer the best value How people buy BookingsDominica = Destination site, Travel Guide & Planning
  14. 15. Knowledge engineering both destination and supplier branding Many travelers prefer to buy direct – particularly Dominica travelers (personal, service, attention) They have to be persuaded “ brand promise ” They want value Travelers look for best value Strategic priority for a destination site Build interest & desire – “Branding” BookingsDominica = Direct links to your site: directory – search/compare/shopping - themes
  15. 16. Knowledge engineering Create a Reason to Return “ STICKINESS” direct links and product promotion loyalty programs best price guarantee travelers resources travelers website local knowledge 3 rd party reviews social media comparison charts/shopping lists Travelers want to see supplier sites Direct links at all stages of the buy cycle Product Promotion Build a reason to return Facilitate shopping
  16. 17. Knowledge engineering Where People Buy Online Direct source HeBS: 45% of hotel bookings in 2010 6% growth in 2009 – industry declined HeBS: 60% of online direct in 2010 29.1 40 32 5 32 61 70.9 60 68 95 68 39 • Top 30 Hotel Chains: eTRAK Overall for the industry: HeBS • Airlines Jet Blue: • Car Rental • Cruise Lines: (PhoCusWright) Distribution Direct 2009/2010 revised
  17. 18. Knowledge engineering 2009 – 2010 shift to distribution Recession =OTA discounting vs rack rates on hotel sites Technology – cost compare shopping lists - packaging 60% 40% Forecast: Growth in direct business shifts 29.1 40 32 5 32 61 70.9 60 68 95 68 39 • Top 30 Hotel Chains: eTRAK Overall for the industry: HeBS • Airlines Jet Blue: • Car Rental • Cruise Lines: (PhoCusWright) Distribution Direct 2009/2010 revised
  18. 19. Knowledge engineering Direct Marketing for Brand Integrity Max Starkov , President & CEO, Hospitality Business Strategies Inc. Direct-to-consumer online distribution should become the foundation, the main focus of any hotelier's online distribution strategy Many hoteliers cede control of their inventory and pricing to online intermediaries (Expedia etc) at an enormous cost financially and to brand integrity >>> priceline ad (later)   Brand Integrity: The Message & Medium - Promise & Expectation Differentiation - Personality – Relationship Loyalty - Ownership - Sustainability * Is this man your friend Willian Shatner
  19. 20. Knowledge engineering BookingsDominica.com: Your direct Channel Shopping Experience Quotes/boookings Packages Technology travelers expect STICKINESS Direct promotions Direct Marketing Direct links Your Brand Travelers Services >>
  20. 21. . Knowledge engineering Quotes, comparison shopping, bookings Travelers Quotes/Invoice
  21. 22. . Knowledge engineering Client websites custom information systems Travelers Quotes/Invoice Traveler information systems. Database Marketing Packages accommodation activities transport Flights: search, compare, book My Dominica STICKINESS MyRealHolidays A website for each traveler
  22. 23. Knowledge engineering many results Flight search - GDS (Sabre) ian.com affiliate partner Airlines webrates now available to GDS FREE – Branded Solution $250setup Air search form set with arcres traveler details Airline Search & bookings is non commissionable – this service offered as a convenience. Some service fees may be applied – Branded solution receives 50% of services applied STICKINESS
  23. 24. knowledge engineering Build Direct Business OTA Exposure is massive! Expedia 60 mil pm expedia, orbitz , travelocity, priceline 40% Reliance on OTA’s is dangerous! Choice i > – lateRooms ii > - TCooks iii – PriceLine >ad (later) OTA Cost are high can be 8 time direct > * i– You need to decide which brands is more important Expedia Or Choice. (Choice could not agree to thr terms) ii – object to free drink special – u must tell us – u cant offer anything better etc iii – wanted breakfast included in 55$ special rate – dropped the hotel when it could not comply
  24. 25. . . knowledge engineering Direct Biz = long term sustainability Direct channels / advertising and brand exposure 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
  25. 26. knowledge engineering How to Increase Direct business • Web site Re-design * • Interactivity & Applications * • Search Engine Optimization (SEO)* • Email Marketing – arcRes * • Social Media + Social Marketing * • Mobile Web + Mobile Marketing * • Strategic Linking- Freelists work with site that link to you • Banner Advertising | Online Sponsorships • Search Engine Marketing (SEM/Adwords)
  26. 27. knowledge engineering SEM/ Adwords Adwords – Googles paid advertising - CPC
  27. 28. knowledge engineering e-commerce agenda day 1 9:30 On-line Sales, Marketing & Advertising 10:00 examples of successful marketing strategies: 10:20 Web Design 10: 50 Why use a Booking engine 11:10 arcRes on screen training - profile, seasons, unit types, unit rates, transaction 11:45 Question & Answer 12:00 LUNCH 1:00 Closing biz (transactions follow up) 1:30 examples of successful marketing strategies 1:30 Brand Integrity & Brand loyalty 1: 55 Distribution OTAs (on-line travel agencies) 2:15 COFFEE BREAK 2:35 arcRes on screen training - payment option, ccg and allocation 2: 55 Activities, Attraction, Booking-Partners 3:30 Question & Answer Anyone who wishes to stay and have one-on-one assistance 4:30 END
  28. 29. 20 minutes Themes Specials Brands Quotes Maps SEO * examples of successful marketing strategies knowledge engineering
  29. 30. Themes <ul><li>Theme / Niche Marketing </li></ul><ul><li>focus on a market subset </li></ul><ul><li>portray product for that market </li></ul><ul><li>Examples of themes (niches) </li></ul><ul><li>Active </li></ul><ul><li>Beach </li></ul><ul><li>Business </li></ul><ul><li>Eco </li></ul><ul><li>Golf </li></ul><ul><li>Groups </li></ul><ul><li>Heritage </li></ul><ul><li>Local Charm </li></ul><ul><li>Party </li></ul><ul><li>No Frills </li></ul><ul><li>Romantic </li></ul>knowledge engineering
  30. 31. Knowledge engineering Tailored Descriptions Photos, links add with arcRes Tool Direct Marketing - Themes Barbados family vacation
  31. 32. Knowledge engineering Tailored Descriptions Photos, links add with arcRes Tool Direct Marketing - Themes Dominica family holidays
  32. 33. Knowledge engineering Bookings Marketing - Specials Barbados vacation specials eSpecials – quotes, bookable RSS push Specials to 1000’s of site call to action The hotel site
  33. 34. Knowledge engineering Smart Ads Marketing – Brands La Flamboyant Hotel dominica webpage Quote/ Bookings
  34. 35. Knowledge engineering Direct Marketing - Quotes spas Quote/ Bookings webpage
  35. 36. Knowledge engineering Smart Ads Marketing - Brands Beach View Hotel Barbados
  36. 37. Specials <ul><li>Interactive Special - Calls To Action </li></ul><ul><li>Quote/Reserve </li></ul><ul><li>WebInfo </li></ul><ul><li>Visit Website </li></ul>knowledge engineering <ul><li>Advertisement Special - Call To Action </li></ul><ul><li>Visit Website </li></ul>
  37. 38. Specials: Distribution knowledge engineering Hotel website Mobile
  38. 39. Specials: Growing knowledge engineering <ul><li>2009 </li></ul><ul><li>half a million visits </li></ul><ul><li>over a million page views </li></ul><ul><li>2008 </li></ul><ul><li>200,000 visits </li></ul><ul><li>half a million page views </li></ul>Visits By Month
  39. 40. Mapping knowledge engineering 500 map points 39 map categories
  40. 41. Mapping knowledge engineering Interactive view of Barbados Based on satellite imagery
  41. 42. Mapping knowledge engineering
  42. 43. knowledge engineering e-commerce agenda day 1 9:30 On-line Sales, Marketing & Advertising 10:00 examples of successful marketing strategies: 10:20 Web Design 10: 50 Why use a Booking engine 11:10 arcRes on screen training - profile, seasons, unit types, unit rates, transaction 11:45 Question & Answer 12:00 LUNCH 1:00 Closing biz (transactions follow up) 1:30 examples of successful marketing strategies 1:30 Brand Integrity & Brand loyalty 1: 55 Distribution OTAs (on-line travel agencies) 2:15 COFFEE BREAK 2:35 arcRes on screen training - payment option, ccg and allocation 2: 55 Activities, Attraction, Booking-Partners 3:30 Question & Answer Anyone who wishes to stay and have one-on-one assistance 4:30 END
  43. 44. Web Design knowledge engineering YourHotel.com Search Engines Social Media Marketing Channels Dominica.dm Offline Marketing Trade shows Brochures Magazines TV / Radio
  44. 45. Web Design knowledge engineering <ul><li>Objectives </li></ul><ul><li>Convince visitor to stay at your property </li></ul><ul><li>Convert website visit into a reservation </li></ul><ul><li>Form relationship (social media, newsletter, booking record) with the visitor </li></ul>
  45. 46. knowledge engineering Web Design for success 30 minutes Shoppers leave a site if they do not see pictures and words that make them feel comfortable Shoppers do not come back if the perceive rates are unfair 10 steps to success
  46. 47. Shoppers leave if they don’t see what they want Shoppers are looking for: best-priced option and the best experience It’s easier than ever before for shoppers to be engaged by best price guarantee, visual content, video and interactive immediate processes as a result, travel shoppers have become increasingly “process & content-sensitive” http://www.hotelmarketing.com/index.php/content/article/content_the_key_to_hotel_bookings/ knowledge engineering
  47. 48. knowledge engineering Shoppers leave if they perceive rates are unfair Its no longer acceptable to have the highest rates on your site Best rates proliferate with OTAs shoppers will find discounters they may never return Cornell university Study January 2010
  48. 49. 10 Steps to success Dominica Newsletter knowledge engineering 6. Plan 7. Consist with of-line 8. Quality time 9. Content Management System 10. Rates visible and fair 1. Unique Selling Points 2. Purpose and goals 3. Target 4. Technology 5. Widgets
  49. 50. Knowledge engineering Website Marketing <ul><li>exposure </li></ul><ul><li>– desire </li></ul><ul><li>process </li></ul><ul><li>- bookings </li></ul>Webinfo, scripts, video, virtual tours, photos, combination of direct links And resources Cost compare, lists quotes, local knowledge reviews, specials dynamic packaging travelers resources Advertising/Marketing/ Niche Channels/ SEO Integrated with dynamic, content, ads, quotes, maps Value reason to buy now Best available rate / Best Rate guarantee Loyalty programs
  50. 51. knowledge engineering e-commerce agenda day 1 9:30 On-line Sales, Marketing & Advertising 10:00 examples of successful marketing strategies: 10:20 Web Design 10: 50 Why use a Booking engine 11:10 arcRes on screen training - profile, seasons, unit types, unit rates, transaction 11:45 Question & Answer 12:00 LUNCH 1:00 Closing biz (transactions follow up) 1:30 examples of successful marketing strategies 1:30 Brand Integrity & Brand loyalty 1: 55 Distribution OTAs (on-line travel agencies) 2:15 COFFEE BREAK 2:35 arcRes on screen training - payment option, ccg and allocation 2: 55 Activities, Attraction, Booking-Partners 3:30 Question & Answer Anyone who wishes to stay and have one-on-one assistance 4:30 END
  51. 52. Why use a Booking engine 20 minutes Immediate Better Service Consistent/Standard Required by Travelers Increases Direct Sales & ROI Saves Time in costing and responding Full time 24/7 service Helps managers manage knowledge engineering
  52. 53. Immediate/Better/required! Instant quotes, specials & packages across seasonal dates, family rates, plans, specials quote Offer new/better service packages/specials/ rate plans/ websites / Estimated - 25% increase in reservations Consistent/Standard >>next Travelers are often frustrated in getting holiday pricing and comparing terms on hotel websites Required If you don’t have it many travelers will go elsewhere To cost out a holiday knowledge engineering
  53. 54. Knowledge engineering Resort website inconsistent format, information, process, no standard terms / vat in-out / service / seasons / quotes child rates / extra person / family plans / availability / Saving comparative & cumulative info to a website - MyRealholidays Websites – not standard difficult to compare Cost/compare/analyse /book Consistent/Standard
  54. 55. Knowledge engineering . arcRes Booking Engine helping mangers manage Website Booking Engine for hotels, villas, cars, activities, Database Management Reports manage rates on your website and on BD channels GDS Load, marketing, e-commerce management
  55. 56. Knowledge engineering . Flexible & Comprehensive Options & Admin Tools All inventory options All payment options All Guarantee options Full control of content Client Management Database Marketing Flexible Family plan & ages Flexible rules & policies Groups – Specials – Packages Themes Management Co-Marketing (Partners Program) Distribution | GDS | Affiliates FaceBook Research Newsletter
  56. 57. knowledge engineering e-commerce agenda day 1 9:30 On-line Sales, Marketing & Advertising 10:00 examples of successful marketing strategies: 10:20 Web Design 10: 50 Why use a Booking engine 11:10 arcRes on screen training - profile, seasons, unit types, unit rates, transaction 11:45 Question & Answer 12:00 LUNCH 1:00 Closing biz (transactions follow up) 1:30 examples of successful marketing strategies 1:30 Brand Integrity & Brand loyalty 1: 55 Distribution OTAs (on-line travel agencies) 2:15 COFFEE BREAK 2:35 arcRes on screen training - payment option, ccg and allocation 2: 55 Activities, Attraction, Booking-Partners 3:30 Question & Answer Anyone who wishes to stay and have one-on-one assistance 4:30 END
  57. 58. arcRes training 35 minutes profile seasons unit types, unit rates transactions knowledge engineering
  58. 59. arcRes setup Website content Seasons Units/rates Profile
  59. 60. arcRes Units/Rates Naming convention Family Plans Amenities
  60. 61. arcRes Rates /pp TIP Rates Per Person: 613.82-306.91-217.15 Amenities
  61. 62. arcRes training Accommodation Transactions Rates display knowledge engineering
  62. 63. arcRes training Transactions knowledge engineering
  63. 64. arcRes training Transactions knowledge engineering
  64. 65. Knowledge engineering arcRes for Your Website
  65. 66. Knowledge engineering LUNCH knowledge engineering
  66. 67. knowledge engineering e-commerce agenda day 1 9:30 On-line Sales, Marketing & Advertising 10:00 examples of successful marketing strategies: 10:20 Web Design 10: 50 Why use a Booking engine 11:10 arcRes on screen training - profile, seasons, unit types, unit rates, transaction 11:45 Question & Answer 12:00 LUNCH 1:00 Closing biz (transactions follow up) 1:30 examples of successful marketing strategies 1:30 Brand Integrity & Brand loyalty 1: 55 Distribution OTAs (on-line travel agencies) 2:15 COFFEE BREAK 2:35 arcRes on screen training - payment option, ccg and allocation 2: 55 Activities, Attraction, Booking-Partners 3:30 Question & Answer Anyone who wishes to stay and have one-on-one assistance 4:30 END
  67. 68. Closing business (transactions follow up) 30 minutes Consider you are sitting across the desk from someone online – reply immediately e-vocab for follow up (phone/email) use triggers that relate to interest family, getaway, romance, adventure etc credible reduction Early Bird Specials | Last Minute Deals Best Available Rate Guarantee Now for upgrades knowledge engineering
  68. 69. knowledge engineering Closing business arcMail help >>> T R A N A C T I O N S
  69. 70. arcMail help >>> How to close more leads 1. Contact asap personal - don't repeat what is on the website - give them a link to the website Link to website Offer to call. If u have a special give it to them. 2. Ask for a response &quot;please conform with me by &quot;date?&quot; if you would like us to hold the room/apartment/suite/villa for you&quot; 3. Contact again Contact within 3 days again. “ It would help to know of any specific requirements or preferences you may have. This information will help me suggest suitable activities and things to do&quot;. 4. Reply to all leads - send out newsletters - arcRes Broadcast Mailing System (next) 5. Be competitive Don't be undersold by your distribution. Differentiate Your product. Best price guarantee motivates buyers! 6. Have appropriate web content and image A Forrester Research Study early in 2009 found that 37% of US online leisure travelers avoid staying at hotels because they don’t see photos, video or written content that make them feel comfortable.
  70. 71. Mass Mail Use direct mail system gather addresses from your website mail And booking engine Use Email contacts Follow up with arcRes mail* send out flyers and newsletters i-contact for campaigns and tracking Loyalty program 50% opens knowledge engineering
  71. 72. knowledge engineering Adwords | Mass Mail
  72. 73. Follow up – update online system Mailings update your transaction report
  73. 74. Follow up – update online system contacted IC Updates to travelers details display on transaction report Giving manager a quick overview of status of transactions And who is following up
  74. 75. Successful use of Reports 1:20 examples of successful marketing strategies knowledge engineering
  75. 76. knowledge engineering e-commerce agenda day 1 9:30 On-line Sales, Marketing & Advertising 10:00 examples of successful marketing strategies: 10:20 Web Design 10: 50 Why use a Booking engine 11:10 arcRes on screen training - profile, seasons, unit types, unit rates, transaction 11:45 Question & Answer 12:00 LUNCH 1:00 Closing biz (transactions follow up) 1:30 examples of successful marketing strategies 1:30 Brand Integrity & Brand loyalty 1: 55 Distribution OTAs (on-line travel agencies) 2:15 COFFEE BREAK 2:35 arcRes on screen training - payment option, ccg and allocation 2: 55 Activities, Attraction, Booking-Partners 3:30 Question & Answer Anyone who wishes to stay and have one-on-one assistance 4:30 END
  76. 77. knowledge engineering Brand Integrity & Brand Loyalty 25 minutes..+.. 20 mins Distribution OTA/GDS Many hoteliers cede control of their inventory and pricing to online intermediaries (Expedia etc) at an enormous cost financially and to brand integrity >>> priceline ad Brand Integrity: The Message & Medium - Promise & Expectation Differentiation - Personality – Relationship - Loyalty - Ownership - Sustainability *
  77. 78. Knowledge engineering Travelers look for best value Traditional shopping sites do not build your brand Expedia: “mission to become the largest and most profitable Seller of travel in the world” http://investors.expediainc.com Medium & Message Promise & Expectation Differentiation - Personality Relationship - Loyalty Ownership – Sustainability Closed loop – no product personality No seamless experience >>> OTA Branding http://axses.com/newsletter/caribbean/12-brand-integrity.cfm l
  78. 79. Knowledge engineering Brand Integrity l The medium and the message The Medium - Choice of channel often reflects on the Brand It is not always good to be seen as Expedia or as Kayak etc. Many travelers are looking for a personal touch. The Message - The message is about content form, function and process In the OTA channel the process is about costing and comparing options to make a buy decision. Comparison is not available on a hotel website or on many destination sites. If you are in an OTA channel, many travelers will seek out your website. They expect to have equivalent value and more personal service. Promise & Expectation - A Brand is a promise It can say we are a small family hotel, we are local, we are friendly, we are fun, we are dignified, we are different, we care. What is the Brand of an OTA? Is it consistent with your brand Differentiation & Personality - Differentiation embodied in your website The OTA does not create a brand personality for its suppliers. Properties are compared on features and price and location, but the brand is the OTA, the hotels is its product, and all product website look the same. >>> OTA Branding http://axses.com/newsletter/caribbean/12-brand-integrity.cfm
  79. 80. Knowledge engineering Brand Integrity l The medium and the message Relationship - Travelers build a relationship with their suppliers If you have bought from an OTA and you got what you wanted, you will most likely go there again to check out other options (properties, products, destinations). Creating the OTA relationship diminishes the hotel brand and can result in loss of repeat business Loyalty - OTAs are building their own loyalty program Much like the airlines, small hotels can and should reward repeat clients and clients that refer others to them. Loyalty programmes work. The visitor's loyalty should be to the hotel. AXSES has loyalty solutions for the hotel brand. Appropriate use of branding and loyalty programmes can significantly increase repeat business. Ownership - With arcRes, the database belongs to the supplier This database is unique in that it captures leads as well as committed shoppers. arcRes database marketing allows hotels to market directly to their leads and their guests. OTAs have their own marketing tools, aimed at promoting their own Brand. Sustainability If you don't own the brand and don't have the relationship and loyalty, your business will not be sustainable. >>> OTA Branding http://axses.com/newsletter/caribbean/12-brand-integrity.cfm
  80. 81. Knowledge engineering Rate Integrity The medium and the message Glenn Haussman - Editor in Chief. Hotel Interactive, Inc. “ I recently paid $119 for a quasi-full-service hotel in the Gaslamp District of San Diego . And that was a “discounted” media rate. While drinking at the bar, the gentleman next to me said he had Hotels.com all figured out, and he had paid $60 for his room. Man, did I feel like sucker for paying so much for the room! Now I wonder why I even bother using branded sites and industry contacts. It is evident the public is getting punished for using your branded websites when they know how to beat the system”. http:// www.hotelinteractive.com/article.aspx?articleid =16651 Expedia to Choice: “which brand is more important, your or ours” In other words meet our term – last unit allocation, deeper discounts, don’t undersell us
  81. 82. OTA Discounting - Pressure on the Bottom line >>> ppt ADS/OTA booking up 42.73% over February 2007 Net revenue -0.39%. Shift to OTAs & discounting Reduces ADR Pressure hotels to keep up with Technology = arcRes BookingDominica Connecticut Hotel ad: “Name your own price – up to 50% off.” GM is a big William Shatner fan. But when hoteliers get on board and try to give away rooms, its not revenue management it’s just race-to-the-bottom pricing.
  82. 83. knowledge engineering e-commerce agenda day 1 9:30 On-line Sales, Marketing & Advertising 10:00 examples of successful marketing strategies: 10:20 Web Design 10: 50 Why use a Booking engine 11:10 arcRes on screen training - profile, seasons, unit types, unit rates, transaction 11:45 Question & Answer 12:00 LUNCH 1:00 Closing biz (transactions follow up) 1:30 examples of successful marketing strategies 1:30 Brand Integrity & Brand loyalty 1: 55 Distribution OTAs (on-line travel agencies) 2:15 COFFEE BREAK 2:35 arcRes on screen training - payment option, ccg and allocation 2: 55 Activities, Attraction, Booking-Partners 3:30 Question & Answer Anyone who wishes to stay and have one-on-one assistance 4:30 END
  83. 84. knowledge engineering Dominica Brand Dominica is like no other Caribbean Island un-spoiled, natural, authentic undiscovered and personal not a mass market product The only true travelers destination left in the Caribbean
  84. 85. Knowledge engineering Do you need OTA? The medium and the message Many smaller suppliers do all of their business direct! Many larger suppliers use OTA/Tour operators extensively Exposure – 60 million visitors pm to Expedia 70% of OTA shoppers will look for a suppliers website seen on the OTA Expedia estimates that for every $1 they get $1 goes direct Manage multiple allocations, rates and systems GDS – all OTA can pull info from GDS You need a contract with OTAs You can manage it from the GDS interface arcRes will load your data to the GDS Managed services
  85. 86. Knowledge engineering COST of OTA? >>source>> Case Study 1: Direct vs. Indirect Online Channel • Direct Online Channel (Hotel Web site): US$ 12.92 /booking Cost per booking via the hotel’s own Web site, including site hosting and maintenance fees, marketing spend, campaign management fees, and Omniture analytics. Based on 530,000+ bookings in 2009 via hotel websites from HeBS’ hotel client portfolio • Indirect Online Channel (Online Travel Agency-OTA): US$ 107.57 /booking Based on average 2009 ADR in NYC = US$215.14 and 2 night LOS = US$430.28 x 25% OTA commission Indirect Channels: 8.3 times more costly than Direct!
  86. 87. Pressure on the Bottom line >>> ppt As noted before Discounters are Eroding Rates and Decreasing ADR OTA are also requiring hotels to keep up with Technology arcRes BookingDominica Tools to compete Trading rate for occupancy is not a good plan. A lower rate just doesn’t draw enough new customers to make up for the revenue you threw away.
  87. 88. Knowledge engineering OTA Alternative BookingsDominica.com Next Gen. Direct Travel Shopping Directory of all accommodation Search Engine Comparison shopping Themes Marketing SEO footprint Members Tools Portal Tools Travel Platform Direct Marketing Brand Control GDS integration E-commerce management Niche Channels
  88. 89. Knowledge engineering BookingsDominica.com: Marketing platform Navigation – themes-search-lists travel guide-travel planning-travelogues Search 100’s Themes Directories 5 pages Strategic content 40 pages Shopping, quotes, bookings, direct marketing, reports Specials, Packages, Activities, Maps
  89. 90. Knowledge engineering BookingsDominica.com: Marketing platform Navigation Search 1000’s Themes Strategic content 40pages Specials, activities,maps
  90. 91. Knowledge engineering BookingsDominica.com: SEO platform Navigation Themes Strategic content 40pages Specials, activities,maps
  91. 92. Knowledge engineering BookingsDominica.com: For ALL Tourism Activities Attractions Hotels Guesthouses Cottages Villas Apartments
  92. 93. . . knowledge engineering Direct Biz = 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
  93. 94. Knowledge engineering The medium and the message Resources Blog - The Interactive Brand purpose and process – video on honest interactive brand * How online travel agents effect your brand . how to loose your brand integrity without really trying Your Brand links and Process Being Interactive Interactive fair rates and brand Integrity the interactive process Mahesh Murthy on Interactive Branding wise words and sharp insights on the interactive brand. How to start the conversation on your brand with the remark-worthy messages How to use Social Networking in Tourism what is is - who it is and how to use it - a must see video! The Social Media Hotel in NY the art of the conversation - how to succeed and have fun 10 steps for good website design design for the Interactive brand Your Brand and SEO Content getting to first page first and staying there
  94. 95. Knowledge engineering l The medium and the message COFFEE BREAK – 20 minutes
  95. 96. knowledge engineering e-commerce agenda day 1 9:30 On-line Sales, Marketing & Advertising 10:00 examples of successful marketing strategies: 10:20 Web Design 10: 50 Why use a Booking engine 11:10 arcRes on screen training - profile, seasons, unit types, unit rates, transaction 11:45 Question & Answer 12:00 LUNCH 1:00 Closing biz (transactions follow up) 1:30 examples of successful marketing strategies 1:30 Brand Integrity & Brand loyalty 1: 55 Distribution OTAs (on-line travel agencies) 2:15 COFFEE BREAK 2:35 arcRes on screen training - payment option, ccg and allocation 2: 55 Activities, Attraction, Booking-Partners 3:30 Question & Answer Anyone who wishes to stay and have one-on-one assistance 4:30 END
  96. 97. arcRes training 20 minutes Allocation Guest payment options & Credit card guarantee Online/offline card processing knowledge engineering
  97. 98. Knowledge engineering ALLOCATION Current Default (Rack) Setting: BLOCK - (Block Requests by dates)        SET Default Inventory Plan   ?    Current setting: Block (Block Requests by dates)        CREATE/UPDATE Allocations     VIEW AVAILABILITY arcRes Allocation
  98. 99. Knowledge engineering SET Default Inventory Plan CREATE/UPDATE Allocations
  99. 100. Knowledge engineering Full allocation or freeSell CREATE/UPDATE Allocations
  100. 101. Knowledge engineering payment options
  101. 102. Knowledge engineering With allocation/freesell With request /block request payment options
  102. 103. knowledge engineering e-commerce agenda day 1 9:30 On-line Sales, Marketing & Advertising 10:00 examples of successful marketing strategies: 10:20 Web Design 10: 50 Why use a Booking engine 11:10 arcRes on screen training - profile, seasons, unit types, unit rates, transaction 11:45 Question & Answer 12:00 LUNCH 1:00 Closing biz (transactions follow up) 1:30 examples of successful marketing strategies 1:30 Brand Integrity & Brand loyalty 1: 55 Distribution OTAs (on-line travel agencies) 2:15 COFFEE BREAK 2:35 arcRes on screen training - payment option, ccg and allocation 2: 55 Activities, Attraction, Booking-Partners 3:30 Question & Answer Anyone who wishes to stay and have one-on-one assistance 4:30 END
  103. 104. Activities/Booking-Partners Dynamic Packaging 35 minutes knowledge engineering
  104. 105. Knowledge engineering Bookings-Partners program A Bookings-Partners programs markets directly to travelers right from the resorts own website and destination websites When a traveler makes a hotel booking or request on a hotel website , they are presented with a list of hotel partners along with a brief description of each partners features and special discount The traveler can select activities, make a discounted booking or consider it for a later date bookings – partners >>>>>    
  105. 106. . . Knowledge engineering Interactive hotel pages The book and save widget on a hotel website allows travelers to see partner activities and offers at any stage of the buy cycle http://barbados.org/barbados-booking-partners.htm Select Partner Activity Review offer and details About book and save Get quote
  106. 107. 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 Travelers see activities when buying or getting a quote
  107. 108. . . Knowledge engineering Summary The arcRes Partnership program allows hotels to partner with car rentals, activities and attractions in the booking process This is a good way for a destination to cross-sell their tourism product Hotels choose partners and get special rates and commission At the end of the booking process the partner is displayed and may be booked Travelers enjoy the interactive and fun way to shop discover new things to do in the destination and save Booking are recorded by hotel partner in the activities transaction report. bookings – partners >>>>>
  108. 109. knowledge engineering 3: 00 Dynamic Packaging http://bookingsdominica.com/encyc/archive/arcres/Dominica_holiday_activities.cfm?catonly=Nature
  109. 110. Dynamic packaging Any number of activities can be added knowledge engineering
  110. 111. knowledge engineering Dynamic packaging Any number of activities can be added http://bookingsdominica.com/encyc/archive/arcres/Dominica_holiday_activities.cfm?catonly=Nature add logo with arcRes
  111. 112. Q & A | One 0n One knowledge engineering e-commerce agenda day 1
  112. 113. DAY ONE ENDED knowledge engineering e-commerce agenda day 1
  113. 114. DAY 2 knowledge engineering e-commerce agenda
  114. 115. e-commerce agenda day 2 >>> 9:15 Summary of Day one 9:35 Specials & e-Specials 10:05 Groups rate – Best Rate Guarantee – Loyalty programs – groups vs specials 10:35 - successful marketing strategies 10:45 COFFEE BREAK – 20 minutes 11:05 Social Media – Facebook, Twitter etc Intro & arcRes training 11:35 setup a Facebook account as an award for xyz 12:00 LUNCH 1:00 SEO 1:20 Niche Marketing & Themes 1:50 COFFEE BREAK - 20 minutes 2:10 GDS 2:30 PMS 2:45 Travel Insights 2.55 Q&A/1 on 1 knowledge engineering
  115. 116. On-line Sales, Marketing & Advertising Web Design Why use a Booking engine arcRes training - profile, seasons, unit types, unit rates, transaction Closing biz (transactions follow up) Brand Integrity & Brand loyalty Distribution OTAs (on-line travel agencies) arcRes on screen training - payment option, ccg and allocation Activities, Attraction, Booking-Partners END knowledge engineering Summary of Day one
  116. 117. Knowledge engineering How People Buy Online 45% - Direct 60% OTA Create a Reason to Return 2009 – 2010 shift to distribution Discounting - Technology – cost compare - shopping lists – packaging Need for a direct Travel Shopping Site like http://BookingsDominica.com Summary of Day one On-line Sales, Marketing & Advertising
  117. 118. 10 Steps to success in Web Design Dominica Newsletter knowledge engineering Summary of Day one Web Design 6. Plan 7. Consist with of-line 8. Quality time 9. Content Management System 10. Rates visible and fair 1. Unique Selling Points 2. Purpose and goals 3. Target 4. Technology 5. Widgets
  118. 119. Knowledge engineering arcRes Booking engine setup/beefits Summary of Day one Why use a Booking engine
  119. 120. knowledge engineering Closing business arcMail help >>> T R A N A C T I O N S Summary of Day one
  120. 121. knowledge engineering How to Increase Direct business • Web site Re-design * • Interactivity Optimisation & Applications * • Search Engine Optimization (SEO)* • Strategic Linking- Freelists • Email Marketing – arcRes * • Social Media + Social Marketing * • Mobile Web + Mobile Marketing * • Banner Advertising | Online Sponsorships • Search Engine Marketing (SEM/Adwords) Brand integrity and the OTAs Summary of Day one
  121. 122. Summary of Day one knowledge engineering allocation payment option, ccg Dynamic Packaging Booking-Partners END SUMMARY Real time confirmations/ Packaging
  122. 123. e-commerce agenda day 2 >>> 9:15 Summary of Day one 9:35 Specials & e-Specials 10:05 Groups rate – Best Rate Guarantee – Loyalty programs – groups vs specials 10:35 - successful marketing strategies 10:45 COFFEE BREAK – 20 minutes 11:05 Social Media – Facebook, Twitter etc Intro & arcRes training 11:35 setup a Facebook account as an award for xyz 12:00 LUNCH 1:00 SEO 1:20 Niche Marketing & Themes 1:50 COFFEE BREAK - 20 minutes 2:10 GDS 2:30 PMS 2:45 Travel Insights 2.55 Q&A/1 on 1 knowledge engineering
  123. 124. Specials >>> ppt knowledge engineering
  124. 125. e-commerce agenda day 2 >>> 9:15 Summary of Day one 9:35 Specials & e-Specials 10:05 Groups rate – Best Rate Guarantee – Loyalty programs – groups vs specials 10:35 - successful marketing strategies 10:45 COFFEE BREAK – 20 minutes 11:05 Social Media – Facebook, Twitter etc Intro & arcRes training 11:35 setup a Facebook account as an award for xyz 12:00 LUNCH 1:00 SEO 1:20 Niche Marketing & Themes 1:50 COFFEE BREAK - 20 minutes 2:10 GDS 2:30 PMS 2:45 Travel Insights 2.55 Q&A/1 on 1 knowledge engineering
  125. 126. Rate Plans| Best Available| Affinity Knowledge engineering WHY you need rate plans Cornell University Study If travelers perceive your rates are not fair – they will leave >> OTA discounting convince travelers to shop OTA Glenn Haussman paid $119 for a hotel room - a “discounted” media rate. VS. $60 Hotels.com for a guest he met there. “ Public is getting punished for using branded websites” – His conclusion – why use them http:// www.hotelinteractive.com/article.aspx?articleid =16651 http://www.hotelinteractive.com/article.aspx?articleid=16651 - Affinity groups like AAA - market partner hotels Facebook special rate plan – Hilton 50$ coupon to fans
  126. 127. Rate Plans | Revenue Management Knowledge engineering A strong Revenue Management function in a hotel, can isolate specific opportunities to increase Revenue Parity (RevPAR) In certain cases that could mean charging less, in others it may mean charging more. If each channel is not being properly managed, money is being left on the table….. phocuswright arcRes provides the tools to create and manage rate plans and specials on your website and on channels like facebook
  127. 128. knowledge engineering Rate Plans Examples arcRes Rate plans displayed On Web bookings > demo >
  128. 129. e-commerce agenda day 2 >>> 9:15 Summary of Day one 9:35 Specials & e-Specials 10:05 Groups rate – Best Rate Guarantee – Loyalty programs – groups vs specials 10:35 - successful marketing strategies 10:45 COFFEE BREAK – 20 minutes 11:05 Social Media – Facebook, Twitter etc Intro & arcRes training 11:35 setup a Facebook account as an award for xyz 12:00 LUNCH 1:00 SEO 1:20 Niche Marketing & Themes 1:50 COFFEE BREAK - 20 minutes 2:10 GDS 2:30 PMS 2:45 Travel Insights 2.55 Q&A/1 on 1 knowledge engineering
  129. 130. knowledge engineering AXSES Travel Platform Rate Plans – Groups & Specials
  130. 131. knowledge engineering AXSES Travel Platform If a traveler perceives the hotel rates to be fair they are more likely to return ( Cornell Study January 2010) The study recommended that Hotels should focus on increasing guest understanding of their pricing practices and make alternative rates visible and available. Fair Rate Perception
  131. 132. Display affinity group rates (AAA, Corporate etc) loyalty rates, Best rate guarantee, website rates, specials Offer a special rate to travelers booking online at your website and on marketing channels knowledge engineering AXSES Travel Platform
  132. 133. Plans & Promotion for Revenue Management Use Rate Plans and Special Promotions to optimize revenue Rate Plans are long term pricing strategies Combine Plans with special Promotions (short term tactics) to meet any market condition Move inventory, take advantage of special events, price to meet competition, change multiple rates and specials on multiple channels in seconds See also specials http://arcres.com/arcrates/users2/specials.ppt also on slideshare knowledge engineering AXSES Travel Platform
  133. 134. Easy Setup – Click Groups Knowledge engineering Select Group (Permanent) Import from the List or create a new Plan
  134. 135. Knowledge engineering Create Rate Plan as a % discount on rate Enter % discount Describe what users will see Enter any special terms that apply May include a minimum stay etc Special rate for bookings online using our website booking engine
  135. 136. Knowledge engineering Create Rate Plan Rules Set the business rules – which units and which channels are NOT included arcRes will apply Group before Special promotions. If you create a Group for a channel arcRes will only apply Special for that Group See also specials http://arcres.com/arcrates/users2/specials.ppt also on slideshare
  136. 137. Multiple rates on your website knowledge engineering AXSES Travel Platform Multiple Rate Plans display Meet and exceed expectations Automatically apply Best Rate in channels Restrict plans and specials by units, by channel e-special (bookings ) applied automatically Guarantee Best Rates on your site Loyalty Programs
  137. 138. Knowledge engineering Smart Rates Marketing - Multiple Rate Plans & Groups Multiple rates – Travelers selects Specials that apply Displayed next Show travelers the best option are on your own site
  138. 139. *engineering information & process for the knowledge based economy making information malleable, configurable, searchable, accessible and delivered to suite Knowledge engineering Regular rate Special promo Best Rate plan Selected Rate Plan applied with Special Promo
  139. 140. Special rate Plans for different channels knowledge engineering AXSES Travel Platform
  140. 141. Knowledge engineering facebook can have its own rate & special promotions Updates facebook page with latest rate and room descriptions Provides quote and booking functionality Updates wall and many more
  141. 142. e-commerce agenda day 2 >>> 9:15 Summary of Day one 9:35 Specials & e-Specials 10:05 Groups rate – Best Rate Guarantee – Loyalty programs – groups vs specials 10:35 - successful marketing strategies 10:45 COFFEE BREAK – 20 minutes 11:05 Social Media – Facebook, Twitter etc Intro & arcRes training 11:35 setup a Facebook account as an award for xyz 12:00 LUNCH 1:00 SEO 1:20 Niche Marketing & Themes 1:50 COFFEE BREAK - 20 minutes 2:10 GDS 2:30 PMS 2:45 Travel Insights 2.55 Q&A/1 on 1 knowledge engineering
  142. 143. knowledge engineering Rate Plan Strategies <ul><li>Stick to Lowest Rate Guarantee only on your hotel website </li></ul><ul><li>Do basic rate management Compare with competition by channel </li></ul><ul><li>- Do basic revenue management - compare cost per booking/ source </li></ul><ul><li>- Plan how you can improve lower cost channels share and reduce dependency on high cost channels </li></ul><ul><li>- Think how you can 'convert' more visitors from your website traffic Improve the 'guest experience' by better usability, ease of booking, booking widgets </li></ul><ul><li>- Train your staff to run online campaigns – reply with best rate guarantee – meet prices – offer best value </li></ul><ul><li>- Add affinity rates </li></ul>
  143. 144. e-commerce agenda day 2 >>> 9:15 Summary of Day one 9:35 Specials & e-Specials 10:05 Groups rate – Best Rate Guarantee – Loyalty programs – groups vs specials 10:35 - successful marketing strategies 10:45 COFFEE BREAK – 20 minutes 11:05 Social Media – Facebook, Twitter etc Intro & arcRes training 11:35 setup a Facebook account as an award for xyz 12:00 LUNCH 1:00 SEO 1:20 Niche Marketing & Themes 1:50 COFFEE BREAK - 20 minutes 2:10 GDS 2:30 PMS 2:45 Travel Insights 2.55 Q&A/1 on 1 knowledge engineering
  144. 145. Mobile E-Marketing
  145. 146. Mobile E-Marketing Check hotel on Facebook Call friends & family Visit hotel website and make booking Mobile Shopping 2010 Compete.com survey of smartphone users 40% - research leisure travel 25% - booked online Read reviews on TripAdvisor
  146. 147. Mobile E-Marketing <ul><li>Uses within Travel Industry </li></ul><ul><li>Alerts about special offers and deals </li></ul><ul><li>Notifications of rate changes for booked trips </li></ul><ul><li>Notifications of incentives or add-ons </li></ul><ul><li>Applications for comparison shopping and booking </li></ul><ul><li>Mobile banner advertising </li></ul><ul><li>US$80 million in revenue (2008/2009) </li></ul>MOBILE
  147. 148. Mobile E-Marketing <ul><li>Caribbean Travel Shopping Application </li></ul><ul><li>Latest special offers and deals from Barbados, St. Lucia and Dominica </li></ul><ul><li>Caribbean island profiles for 15 islands - Bequia, St. Kitts, Grenada, etc. </li></ul><ul><li>Caribbean islands by Theme e.g. party – Barbados, St. Lucia, Trinidad </li></ul><ul><li>Accepted for Google’s collection of mobile applications </li></ul><ul><li>Under consideration for Apple’s iPhone collection of mobile applications </li></ul>Enter your specials in BookingsDominica.com and get automatic distribution on this mobile platform!
  148. 149. e-commerce agenda day 2 >>> 9:15 Summary of Day one 9:35 Specials & e-Specials 10:05 Groups rate – Best Rate Guarantee – Loyalty programs – groups vs specials 10:35 - successful marketing strategies 10:45 COFFEE BREAK – 20 minutes 11:05 Social Media – Facebook, Twitter etc Intro & arcRes training 11:35 setup a Facebook account as an award for xyz 12:00 LUNCH 1:00 SEO 1:20 Niche Marketing & Themes 1:50 COFFEE BREAK - 20 minutes 2:10 GDS 2:30 PMS 2:45 Travel Insights 2.55 Q&A/1 on 1 knowledge engineering
  149. 150. Knowledge engineering http://arcRes.com/Social-Media-Travel-Marketing.cfm Time to reach 50 million users Radio 38 years TV 13 years Internet 4 years Ipod 3 years Facebook 100 mill/9mths 2 nd most visited site in the world! Most popular application on iphone Social Media
  150. 151. Social Media <ul><li>What is Social Media? </li></ul><ul><li>Wikipedia definition: Social media are media designed to be disseminated through social interaction , using highly accessible and scalable publishing techniques. </li></ul><ul><li>Examples of social media </li></ul><ul><li>Blogs </li></ul><ul><li>Networking sites (Facebook, Twitter) </li></ul><ul><li>Social bookmarking (Delicio.us) </li></ul><ul><li>Video sharing (YouTube) </li></ul><ul><li>Photo sharing (Flickr) </li></ul><ul><li>Wikis (Wikipedia) </li></ul>knowledge engineering
  151. 152. Social Media <ul><li>New marketing channels </li></ul><ul><li>Effective communications media </li></ul><ul><li>New way to engage with guests and partners </li></ul><ul><li>Enhance your search engine optimization and web exposure </li></ul>knowledge engineering
  152. 153. Social Media: Facebook: Facts knowledge engineering <ul><li>Online community where persons interact with others who share their interests. </li></ul><ul><li>Being used by companies (especially in the travel industry) to build relationships with past customers, potential guests and industry partners. </li></ul><ul><li>Most visited website in March 2010, surpassing Google </li></ul><ul><li>7.07% of U.S. Web traffic that week </li></ul>
  153. 154. Social Media: Facebook: Terms knowledge engineering <ul><li>Profile : Profiles are used to represent individuals. An individual may have only one Profile. </li></ul><ul><li>Page : Pages are used to represent businesses or organizations. </li></ul><ul><li>Fan : Persons become fans of pages. </li></ul><ul><li>Friend : Persons become friends of profiles. </li></ul>
  154. 155. Social Media: Facebook: Schedule knowledge engineering <ul><li>General updates - at least twice a week . </li></ul><ul><li>The page should be monitored daily and guest queries or comments responded to. </li></ul><ul><li>Get hotel staff involved in updating photos, notes and video. </li></ul>
  155. 156. Social Media: Facebook: Content knowledge engineering <ul><li>Photos </li></ul><ul><li>Notes & Wall </li></ul><ul><li>Discussions </li></ul><ul><li>Events </li></ul><ul><li>arcRes For Facebook </li></ul>
  156. 157. Social Media: Facebook: Photos <ul><li>At least one photo album, more for larger properties </li></ul><ul><li>Photo albums – accommodation, recreation, location, beach, gardens </li></ul><ul><li>Photos that support Unique Selling Points </li></ul><ul><li>Encourage fans to add photos </li></ul><ul><li>Add new photos regularly </li></ul>Bay gardens albums Yellow Bird Accommodation Bay fan photos knowledge engineering
  157. 158. Social Media: Facebook: Notes/Wall Wall – quick messages | Notes – longer messages <ul><li>Hotel news - upgrades, awards </li></ul><ul><li>Specials & packages – CARICOM rates </li></ul><ul><li>Featured facilities – Unique Selling Points (e.g. family friendly) </li></ul><ul><li>Trip Advisor reviews </li></ul><ul><li>General destination or travel news – flight deals, new attractions Sign up for Google Alerts for keyword “Dominica” </li></ul><ul><li>YouTube videos </li></ul>knowledge engineering
  158. 159. Social Media: Facebook: Discussions knowledge engineering <ul><li>Encourage guest feedback – comment on their stay, cuisine they’d like added to restaurant menu, nearby activities and attractions. </li></ul><ul><li>Monitor discussions taking place – add responses – encourage further discussion </li></ul>
  159. 160. Social Media: Facebook: Events knowledge engineering <ul><li>On-site events – manager’s cocktail party, Sunday lunch </li></ul><ul><li>Nearby events – art shows, nightclubs </li></ul><ul><li>Island events & festivals – World Creole Music Festival </li></ul>
  160. 161. Social Media: Facebook: Call To Action knowledge engineering <ul><li>Encourage fan responses To do so frame your posts in the form of a question </li></ul><ul><li>Visit your website This helps to measure Facebook ROI </li></ul>
  161. 162. Social Media: Facebook: Marketing knowledge engineering <ul><li>Create a user-friendly Facebook address e.g. facebook.yourwebsite.com or yourwebsite.com/facebook </li></ul><ul><li>Announce the launch of your Facebook page via your mailing list </li></ul><ul><li>Add your Facebook address to all your collateral: business cards, stationery, brochures, e-mail , website gifts, keyrings etc. </li></ul><ul><li>Invite all your staff, friends, family, agents, industry partners and past guests to become Facebook fans </li></ul><ul><li>Offer exclusive deals for your Facebook fans! </li></ul><ul><li>Become a Facebook Fan of related pages… they may also link back to you </li></ul><ul><li>Create/participate in Facebook discussions on travel </li></ul>
  162. 163. Social Media: arcRes For Facebook Property description and photo Quotes Room descriptions Rates Specials automatically shown through RSS feeds. Bookings … all shown in facebook and updated easily in arcRes.
  163. 164. e-commerce agenda day 2 >>> 9:15 Summary of Day one 9:35 Specials & e-Specials 10:05 Groups rate – Best Rate Guarantee – Loyalty programs – groups vs specials 10:35 - successful marketing strategies 10:45 COFFEE BREAK – 20 minutes 11:05 Social Media – Facebook, Twitter etc Intro & arcRes training 11:35 setup a Facebook account as an award for xyz 12:00 LUNCH 1:00 SEO 1:20 Niche Marketing & Themes 1:50 COFFEE BREAK - 20 minutes 2:10 GDS 2:30 PMS 2:45 Travel Insights 2.55 Q&A/1 on 1 knowledge engineering
  164. 175. <ul><li>Next Steps </li></ul><ul><li>Check property description and photo. Check each room description and photo. </li></ul><ul><li>Add Page photo and info. </li></ul><ul><li>Add Photo Album(s) </li></ul><ul><li>Add Note or Wall comment </li></ul><ul><li>Start discussions </li></ul><ul><li>Add events </li></ul><ul><li>Market your new Facebook page </li></ul>
  165. 176. <ul><li>Next Steps </li></ul><ul><li>Check property description and photo. Check each room description and photo. </li></ul>
  166. 177. <ul><li>Next Steps </li></ul><ul><li>Add Page photo and info. </li></ul>
  167. 178. <ul><li>Next Steps </li></ul><ul><li>Add Photo Album(s) </li></ul>
  168. 179. <ul><li>Next Steps </li></ul><ul><li>Add Note or Wall comment </li></ul>
  169. 180. <ul><li>Next Steps </li></ul><ul><li>Start discussions </li></ul>
  170. 181. <ul><li>Next Steps </li></ul><ul><li>Add events </li></ul>
  171. 182. e-commerce agenda day 2 >>> 9:15 Summary of Day one 9:35 Specials & e-Specials 10:05 Groups rate – Best Rate Guarantee – Loyalty programs – groups vs specials 10:35 - successful marketing strategies 10:45 COFFEE BREAK – 20 minutes 11:05 Social Media – Facebook, Twitter etc Intro & arcRes training 11:35 setup a Facebook account as an award for xyz 12:00 LUNCH 1:00 SEO 1:20 Niche Marketing & Themes 1:50 COFFEE BREAK - 20 minutes 2:10 GDS 2:30 PMS 2:45 Travel Insights 2.55 Q&A/1 on 1 knowledge engineering
  172. 183. Social Media: Twitter: Facts knowledge engineering <ul><li>Twitter is a free social networking service that enables users to read comments from other users. Such comments are known as tweets . </li></ul><ul><li>Tweets are restricted to 140 characters and are displayed on the author's profile page and delivered to other users - known as followers - who have subscribed to them. </li></ul>
  173. 184. Social Media: Twitter: Updates knowledge engineering <ul><li>Update at least twice a week </li></ul><ul><li>Same content as for Facebook updates – hotel news, facilities, specials and packages, activities, etc. </li></ul><ul><li>Call to action is usually to visit your website </li></ul><ul><li>Use a website address shortening service such at Bit.ly so your links stay within 140 characters. </li></ul>
  174. 185. Social Media: Twitter: Other Activities knowledge engineering <ul><li>Check for replies to your tweets and respond. </li></ul><ul><li>Search for relevant topics e.g. Dominica, Dominica hotels. Join in the conversation by replying to such tweets </li></ul><ul><li>Monitor competitors, partners and DDA tweets Join in the conversation by replying to such tweets </li></ul>
  175. 186. Social Media: Twitter: Marketing knowledge engineering <ul><li>Create a user-friendly Twitter address e.g. twitter.yourwebsite.com or yourwebsite.com/twitter </li></ul><ul><li>Link to your Twitter page (“Follow Me on Twitter”) from your website </li></ul><ul><li>Announce the launch of your Twitter page via your mailing list </li></ul><ul><li>Add your Twitter address to all your collateral: business cards, stationery, brochures, e-mail , website gifts, keyrings etc. </li></ul><ul><li>Invite all your staff, friends, family, agents, industry partners and past guests to follow you on Twitter </li></ul><ul><li>Offer exclusive deals for your Twitter fans! </li></ul><ul><li>Follow other Twitter users </li></ul>
  176. 187. Social Media – Facebook - Twitter Facebook ppt | Application knowledge engineering Participate: Create your page – add content become a fan of BookingsDominica – of arcResBookings
  177. 188. Social / Mobile media Conversation is Mobile In 5 years More users will access the net Via mobile that Via the desktop Mobile apps will transform Information AXSES apps BookingsCaribbean.com Next>> Social Media Conversation is becoming personal and immediate, it is moving from the desktop to the phone – the # 1 iphone app is now facebook
  178. 189. . Knowledge engineering Promoted in Apps stores: Google Android http://www.androidpit.com/en/android/market/apps/app/com.genwi.gtravelshopping/Travel-Shopping BookingsCaribbean Displaying your specials in the mobile app market
  179. 190. . Knowledge engineering iPhone vs Google Android OPEN SOURCE/FLASH 26 Android devices http://www.androphones.com Samsung, sony, nexus dell, motorola, AT&T etc 69 partners, 26 devides 60,000 p/day Will Apple loose out again by trying to control it all ---- YouTube Eric Schmidt I hr MOBILE media
  180. 191. e-commerce agenda day 2 >>> 9:15 Summary of Day one 9:35 Specials & e-Specials 10:05 Groups rate – Best Rate Guarantee – Loyalty programs – groups vs specials 10:35 - successful marketing strategies 10:45 COFFEE BREAK – 20 minutes 11:05 Social Media – Facebook, Twitter etc Intro & arcRes training 11:35 setup a Facebook account as an award for xyz 12:00 LUNCH 1:00 SEO 1:20 Niche Marketing & Themes 1:50 COFFEE BREAK - 20 minutes 2:10 GDS 2:30 PMS 2:45 Travel Insights 2.55 Q&A/1 on 1 knowledge engineering
  181. 192. Search Engine Optimization (SEO) What is Search Engine Optimization? The process of getting a website ranked highly on the search engines. Why is SEO important? Search engines are the primary tools used to find information on the Web. In February 2010 (The Nielsen Company) : Google…….. 6 billion searches Yahoo……… 1.3 billion searches Bing/MSN… 1.1 billion searches knowledge engineering
  182. 193. SEO Relevant Content knowledge engineering <ul><li>Identify Unique Selling Points </li></ul><ul><li>Select keywords & phrases </li></ul><ul><li>Do keyword research https:// adwords.google.com/select/KeywordToolExternal </li></ul><ul><li>Refine selected keywords </li></ul><ul><li>Research trends over time and by region http:// www.google.com /insights/search/# </li></ul><ul><li>Check how site is currently performing http://www.google.com/sktool/ </li></ul>
  183. 194. SEO Implementation knowledge engineering <ul><li>Convert keywords into ‘search engine friendly’ website constructs </li></ul><ul><li>Integrate constructs into website </li></ul>
  184. 195. SEO Marketing knowledge engineering <ul><li>Submit directly to the search engines </li></ul><ul><li>Submit to directories </li></ul><ul><li>Get links from relevant websites, especially those well ranked in the search engines. Like BookingsDominica.com and Dominica.dm </li></ul><ul><li>Consider marketing on OTA sites like Expedia </li></ul><ul><li>Join the conversion! </li></ul>
  185. 196. rename pages that are meaningless to search engines. Page names are important keywords Index Boutique-Luxury-hotel.html About Historic-Boutique-Hotel.htm Contact us Caribbean-luxury-Hotel.htm text - heading, images and anchor Accommodation luxury-suites or villa-style-rooms | small-hotel-rooms | colonial-rooms | plantation-suites Rates boutique-hotel-packages | luxury-packages-and-rates | apartment-rentals-rates (if its an apartment) | luxury-suite-rentals | ocean-view-room-rentals Photogallery atlantis-boutique-hotel-photos | classic-barbados-photos | historic-atlantis-boutique-hotel-photos | barbados-east-cost | landscape | seascapes PAGE NAMES SEO Relevant Content – Process - Links Example – Atlantis hotel Barbados Target: Barbados Boutique Hotel, Luxury Hotel, Historic Hotel
  186. 197. <ul><li>USP / TARGET MARKET / KEYWORDS </li></ul><ul><li>PAGE NAMES index.html = Boutique-Luxury-hotel.html keywords in menues about=&quot;Luxury Holidays&quot; etc <TITLE > Barbados Boutique Luxury hotel</title> <DESCRIPTION> Atlantis hotel is Barbados Latest boutique Luxury Hotel - built on the historic site of Atlantis Hotel in Trents Fishing Village Barbados <KEYWORDS> = as above </li></ul><ul><li>HEADERS <h2>Atlantis Barbados Boutique Luxury Hotel (h2) CONTENT text, phrases in pages use supporting words like quality, classic, elegant, opulence, sophisticated, antique, architecture-style, plantation, colonial, stylish, mahogany, four poster beds, decor by xxx, brand names mentioned. etc* ANCHOR at the bottom of the page that repeats the words &quot;Holiday in Atlantis Boutique luxury hotel; comfort and spectacular scenery“ </li></ul><ul><li>IMAGE = a name that reflect the keywords and phrases. atl tag = words that support the meaning and the target </li></ul>SEO Relevant Content – Process - Links Example – Atlantis hotel Barabdos
  187. 198. PAGE NAMES over 50 page names – optimised C:axsesencycarchivearcres Building Links >>> see backlinks as of February 2010 … . News links & content .. get higher rating power blogs, guides, directories and social media Example: “Dominica Creole cuisine” .. dominica creole cuisine source (se above) Construction C:axsesencycarchivearcresdominica_creole_cuisine.cfm Conversation >> SEO BookingsDominica.com
  188. 199. Conversation (social Media) Cooking Creole by Marcelle Bienvenu »t's almost Creole tomato time! By Judy WalkerMay 14, 2009, 4:45AM http://blog.nola.com/judywalker/2009/05/joyful_news_its_almost_creole.html I am writing a blog on Caribbean Creole cuisine and I heard that that Dominica has the Best Creole food in the Caribbean!. Will check it out next week and let you know - will link to your resource from the Dominica restaurants page on http://BookingsDominica.com - enjoy the Creole tomatoes - Dominica mountain chicken with Creole tomatoes coming soon! ------- http://repeatingislands.com/2009/08/14/dominica%E2%80%99s-world-creole-music-festival-2009 I am placing a link to this world class event on http://bookingsdominica.com. - have also added comments to Creole sites and Creole cuisine resources ----------- http://www.last.fm/event/568795+WORLD+CREOLE+FESTIVAL+UK well i am going to the Dominica World Creole Music and Cultural festivals - i have heard that it is the best in the Caribbean and that the food is authentic made from local foods spice and delish - will try the restaurants listed at http://bookingsdominica.com - So i guess i will not make Uk but u never know - the lineup is good! ---------- http://caivideos.ning.com/profiles/blogs/creole-festival-09 well if you dont all care all that much for the lineup its OK. Creole food in Dominica is consider tops and the restaurants and cafe's will be a buzz with fine vibes, delicious food, music improvisations and good company - see more at http://Bookingsdominica.com click restaurants or http://bit.ly/dominicadining Many many more >>> see backlinks SEO Creole Cuisine Links
  189. 200. SEO Results Example Google page 1 results for keyword searches changes daily – we are constantly optimising pages as are all of our competition dominica romance 1.2 dominica romantic holidays 1.1 dominica romantic vacations 1.5 dominica vacation 1.7 dominica vacations 1.7 dominica travel planner 1.7 (rh) dominica tourism guide 1.6 (tripbase) dominica activities adventure 1.6 dominica mountain adventure 1.5 dominica adventure activities 1.4 dominica activities 1.10 dominica luxury resorts 1.5 dominica luxury resort 1.5 dominica luxury resort hotels 1.6 dominica budget hotels 1.9 dominica cheep hotels 1.5 dominica health and wellness holidays 1.3 dominica Creole cuisine 1.1 dominica bookings 1.1 dominica hotel bookings 1.5 dominica accommodation bookings 1.1 dominica villa bookings 1.1 dominica guest house bookings 1.2 dominica resort search 1.1 dominica hotel search 1.6 dominica villa search 1.7 dominica activities search 1.2 dominica travel search 1.5 dominica travel planning 1.1 dominica vacation planning 1.1 dominica holiday planning 1.1 (th) dominica holiday themes 1.1 dominica holiday themes 1.1 (bdosholthemes 1.8) (bdosholidaypkgs 1.10)
  190. 201. e-commerce agenda day 2 >>> 9:15 Summary of Day one 9:35 Specials & e-Specials 10:05 Groups rate – Best Rate Guarantee – Loyalty programs – groups vs specials 10:35 - successful marketing strategies 10:45 COFFEE BREAK – 20 minutes 11:05 Social Media – Facebook, Twitter etc Intro & arcRes training 11:35 setup a Facebook account as an award for xyz 12:00 LUNCH 1:00 SEO 1:20 Niche Marketing & Themes 1:50 COFFEE BREAK - 20 minutes 2:10 GDS 2:30 PMS 2:45 Travel Insights 2.55 Q&A/1 on 1 knowledge engineering
  191. 202. Knowledge engineering Tailored Descriptions Photos, links add with arcRes Tool BookingsDominica Themes Dominica family holidays
  192. 203. knowledge engineering Niche Marketing - themes enter in details Photos | Descriptions |Active themes One-bed-cottage.jpg
  193. 204. knowledge engineering Niche Marketing enter in details Photos | Descriptions |Active themes
  194. 205. knowledge engineering Niche Marketing enter in details Photos | Descriptions | Active themes
  195. 206. knowledge engineering Niche Marketing Photos | Descriptions | Active themes
  196. 207. Knowledge engineering Themes Marketing Information tailored to the occasions Tailored to the theme Database Marketing Traveler information 3 rd party reviews
  197. 208. e-commerce agenda day 2 >>> 9:15 Summary of Day one 9:35 Specials & e-Specials 10:05 Groups rate – Best Rate Guarantee – Loyalty programs – groups vs specials 10:35 - successful marketing strategies 10:45 COFFEE BREAK – 20 minutes 11:05 Social Media – Facebook, Twitter etc Intro & arcRes training 11:35 setup a Facebook account as an award for xyz 12:00 LUNCH 1:00 SEO 1:20 Niche Marketing & Themes 1:50 COFFEE BREAK - 20 minutes 2:10 GDS 2:30 PMS 2:45 Travel Insights 2.55 Q&A/1 on 1 knowledge engineering
  198. 209. GDS >>> ppt knowledge engineering
  199. 210. GDS >>> ppt Dominica 323 room nights $33,000 Barbados 13,836 room night $4,292,000 http://www.travelclick.net/information-center/local-market-GDS.cfm http://bookingsdominica.com/encyc/carib/Dominica/hotelsize.cfm small size | high cost | commitment | low return knowledge engineering
  200. 211. GDS GDS hotel bookings = 23.6% of total CRS bookings in 2009 declined by 3.7% vs. 2008 All GDS share has decreased by 7% Approx. from 2006 to 2009 knowledge engineering
  201. 212. GDS Why GDS has declined since 2006 Then GDS supplied content to hundreds of thousands of Agents via terminals thousands of Online Portals/OTA’s Now OTA’s have consolidated Big 4 account for 40% - Expedia 60 million users Priceline, travelocity, orbitz promoting their own contracts with hotels dropping the GDS contracts Agents booking 41% in 2006 to 33% in 2009 all markets – see stats knowledge engineering
  202. 213. GDS knowledge engineering Then Used to be GDS Fed OTAs 10% agents commissions Now OTAs want there own contract 25% merchant model OTA ‘ Expedia’
  203. 214. GDS knowledge engineering Strategic Marketing with GDS in markets that have few listings on the OTAs, OTA are still pulling GDS Consider Not contracting with OTA have them sell your hotel through the GDS instead
  204. 215. GDS Who is contracted with OTA’s Expedia Others
  205. 216. GDS Who is using GDS/Charms? http://hotelandtravelindex.travelweekly.com/Destinations/Dominica/Hotels
  206. 217. . . knowledge engineering GDS can Manage multiple allocations rates and distribution channels Hotels becoming an octopus GDS Umbrella TA’s/IDS TA’s/IDS IDS IDS Destination portals Destination portals
  207. 218. GDS COSTS Min 50 $ US pm 10% to Agents 7$ US per booking 5.75-8% to Sabre/Amadeus/Travelport SETUP = $300US arcRes Special = $199 knowledge engineering
  208. 219. GDS GDS 23% of Distribution sales ADS/OTA is consolidating require Direct contracts Agent Market is picking up Agents important to Dominica GDS as manager of ADS/OTA GDS for Direct Sales (Exposure) GDS and OTA’s require inventory allocation small this a problem – mim pay is 50$us pm >> Expensive, commitment/management GDS as content for OTA? knowledge engineering
  209. 220. GDS We want to monitor GDS and get your feedback Before we make a Recommendation >>> ppt knowledge engineering
  210. 221. e-commerce agenda day 2 >>> 9:15 Summary of Day one 9:35 Specials & e-Specials 10:05 Groups rate – Best Rate Guarantee – Loyalty programs – groups vs specials 10:35 - successful marketing strategies 10:45 COFFEE BREAK – 20 minutes 11:05 Social Media – Facebook, Twitter etc Intro & arcRes training 11:35 setup a Facebook account as an award for xyz 12:00 LUNCH 1:00 SEO 1:20 Niche Marketing & Themes 1:50 COFFEE BREAK - 20 minutes 2:10 GDS 2:30 PMS 2:45 Travel Insights 2.55 Q&A/1 on 1 knowledge engineering
  211. 222. PMS Who is using what PMS what is the most used feature Inventory/housekeeping/maintenance/invoicing/accounting/front desk arcRes as PMS for inventory management under 12 rooms RoomMaster Interconnect Worldlink $795 PMS DataCorp universal interface $400 Lowest cost Full functioning PMS DataCorp 295$ US integration with Quick Books 1% on bookings – cap $450 Us pm knowledge engineering
  212. 223. e-commerce agenda day 2 >>> 9:15 Summary of Day one 9:35 Specials & e-Specials 10:05 Groups rate – Best Rate Guarantee – Loyalty programs – groups vs specials 10:35 - successful marketing strategies 10:45 COFFEE BREAK – 20 minutes 11:05 Social Media – Facebook, Twitter etc Intro & arcRes training 11:35 setup a Facebook account as an award for xyz 12:00 LUNCH 1:00 SEO 1:20 Niche Marketing & Themes 1:50 COFFEE BREAK - 20 minutes 2:10 GDS 2:30 PMS 2:45 Travel Insights 2.55 Q&A/1 on 1 knowledge engineering
  213. 224. TravelersInsights not a guide not a brochure - a magazine People | Places | What's on | Things to Do | Human Interest Dominica Stories knowledge engineering Inns & outs Barbados
  214. 225. TravelersInsights The AXSES Travel shopping experience includes provision for publishing and printing high quality magazines/brochures. arcRes content is used to produce the accommodation and activities listing >>> Internet POD Print on Demand requires no inventory. All printing is done on demand from a single online document - may be kept up to date and can be modified at any time knowledge engineering
  215. 226. TravelersInsights Advertising Branding Opportunity Free listings 1/8 Page $ 250 ¼ Page $500 ½ Page $1000 Full page $2000 Online Magazine Promotions Offline distribution to be negotiated with DDA knowledge engineering
  216. 227. knowledge engineering e-commerce agenda day 2
  217. 228. knowledge engineering e-commerce agenda day 2
  218. 229. knowledge engineering e-commerce agenda day 2
  219. 230. TravelersInsights Advertising Branding Opportunity Free listings 1/8 Page $ 250 ¼ Page $500 ½ Page $1000 Full page $2000 Online Magazine Promotions Offline distribution to be negotiated with DDA knowledge engineering
  220. 231. knowledge engineering e-commerce agenda day 2 VISITS
  221. 232. knowledge engineering e-commerce agenda day 2
  222. 233. knowledge engineering e-commerce agenda day 2
  223. 234. End Day 2 Schedule 1 on 1 for day 3 knowledge engineering e-commerce agenda day 2
  224. 235. Questions / 1 on 1 9:15 Summary of Day one 9:35 Specials & e-Specials 10:05 Groups rate – Best Rate Guarantee – Loyalty programs – groups vs specials 10:35 examples of successful marketing strategies 10:45 COFFEE BREAK – 20 minutes 11:05 Social Media – Facebook, Twitter etc Intro & arcRes training 11:35 setup a Facebook account as an award for xyz 12:00 LUNCH 1:00 SEO 1:20 Niche Marketing & Themes 1:50 COFFEE BREAK - 20 minutes 2:10 GDS 2:30 PMS 2:45 Travelers Insights 2.55 Q&A/1 on1 knowledge engineering
  225. 236. How you can participate knowledge engineering e-commerce agenda day 2
  226. 237. BookingDominica Marketing arcRes Bookings engine DDA* BookingsDominica basic advertising lists (5) DDA BookingsDominica Search/CostCompare list/links/bookings DDA BookingsDominica – portal, seo, software AXSES BookingsDominica Basic Themes AXSES BookingDominica Active Themes 2 (customised) AXSES Features Supplier Banner Advertising, Special, map, group plan, widgets, additional themes * AXSES supplies widget to yr webmaster knowledge engineering
  227. 238. BookingDominica Marketing BookingsDominica basic advertising lists (5) DDA * knowledge engineering
  228. 239. BookingDominica Marketing BookingsDominica Search/CostCompare list/links/bookings DDA knowledge engineering
  229. 240. BookingDominica Marketing BookingsDominica – portal, seo, software AXSES BookingsDominica - Basic Themes/Keywords AXSES BookingDominica - Active Themes 2(customised) AXSES Features Supplier Banner Advertising, Special, map, group plan, widgets, additional themes Facebook, twiiter, partners knowledge engineering
  230. 241. BookingDominica Marketing List and links – Quotes and Bookings List links PPC Us 250 Booking engine We will supply webmasters with widgets, code and instructions Us 250 Featured Opportunities/ Enhancement US $ Banners 0 $ 200 Themes 2 $ 100 Specials 0 $ 100 Specials widget $ 50 Group Rates 0 $ 100 Booking-Partner Hotel $ 0 Booking-Partner Activity 0 $ 100 Mapping 0 (i) $ 100 CMS Website Widget $ 100 FaceBook 0 $ 125 Twitter 0 $ 125 knowledge engineering i. mapping cost based on hotel providing lat/log coordinates. AXSES can geo-code the island hotels, activities and attractions.
  231. 242. BookingDominica Marketing Featured Opportunities/ Enhancement US $ Banners 0 $ 200 pa FaceBook 0 $ 75 pa Twitter 0 $ 75 1time Booking-Partner Activity 0 $ 75 pa (i) Features Themes, Specials, Group Rates, Mapping Specials widget, CMS Website Widget .. 1 to 3 rooms $ 45 (3/15$ pr) 4 to 12 rooms 14$ sliding to 6$ (1$ less per room) $ 75 (12) 20 Plus @$5 $ 100 (20) 30 Plus @$4 $ 120 (30) 70 Plus @3 $ 210 (70) Themes/Packages Combo – advertising package = 25% Advertising package alone = 50% Bookable package @ 100% upgrade advertising package = 50% knowledge engineering
  232. 243. BookingDominica Marketing List and links – Quotes and Bookings Volume Purchases Discounts $200 + next module at 25% off Guarantee If you do not recover your investment we will give you next year free! knowledge engineering
  233. 244. . Knowledge engineering Searching - Shopping – Product Branding – Buying : Merge “ Each element in the search- ads -shop-buy cycle 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 integrated product branding with all phases of the shopping cycle into a seamless supplier focused experience direct sales – facilitating distribution Interactive advertising works! Travelers stay longer and use all options
  234. 245. . . knowledge engineering Committed to the Caribbean Strong Brands……. Direct Sales …. Higher Margins ………… .. Supplier Control
  235. 246. Knowledge engineering Bookings Conversion report Typical small hotel 16.4% of all lookers booked people who got at least a quote   59.5% of success booked successfully completed the process   0% of invoices got to the invoice stage   5.7% of quotes Clicks ## June to Aug. 23 2009 $ 130 million bds in direct booking requests 2009: arcRes network
  236. 247. . Knowledge engineering arcAds management and reporting Tracks every click on every ad on every ad spot Place any type of ad anywhere with a simple online ads manager Detailed Reports and analysis Multiple Ad types
  237. 248. . Knowledge engineering Tracks every click -on every page - on every ad spot
  238. 249. . Knowledge engineering Tracks every click on every ad on every ad spot Avg. cost $2.5 us
  239. 250. knowledge engineering End Day 2 e-commerce agenda day 2
  240. 251. knowledge engineering T H A N K Y O U
  241. 252. knowledge engineering A B O U T
  242. 253. knowledge engineering “ I can’t sing the praises of AXSES enough. I think they are doing a fantastic job in terms of tourism marketing. The staff are very knowledgeable and always willing to assist clients. Each step along the way during the last decade, they have made our advancement into the wireless world that much easier. For example with regards to GDS and with tailor-made marketing initiatives for the property.” Nautilus Beach Apartments Sept 2009 Testimonial
  243. 254. *engineering information & process for the knowledge based economy making information malleable, configurable, searchable, accessible and delivered to suite knowledge engineering Supplier Tools & Services e-commerce marketing & management direct marketing websites & portals reservations management global distribution social networking channel management hospitality management cost effective advertising / advertising management Intellectual resource & knowledge management
  244. 255. Knowledge engineering arcRes for Portals For the traveler:: compare lists, quotes, myRealHolidays website- -itineraries Network of 30 Caribbean Sites BookingCaribbean.com
  245. 256. Knowledge engineering arcRes for Facebook arcRes for GDS arcRes for e-Specials arcRes for Affiliates arcRes for Google Maps arcRes for Your Website arcRes for Bookable-ads arcRes for Portals arcRes for RSS Marketing arcRes Marketing Suites http://arcres.com/ecommerce-and-travel-marketing.cfm arcRes for Partnerships
  246. 257. arcRes GDS Knowledge engineering 3000 million reservation per month 400,000 travel agents 40,000 iDS arcRes for GDS
  247. 258. . Knowledge engineering AFFORDABLE GDS/IDS Channel Manager 7/5$ booking 3 rd party PMS Not integrated with arcRes: Setup $750 Month $75 Hotels.com Travelweb Merchant N/A arcRes clients $199
  248. 259. 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
  249. 260. . Knowledge engineering arcRes and ArcAds Managing multiple sites and applications on several platforms e-commerce platform Website Booking Engine for hotels, villas, cars, activities, channel management, GDS, marketing tools, e-commerce management
  250. 261. 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
  251. 262. Developing advanced travel shopping technology, direct sales, branding, destination marketing 12 years building technology for Caribbean tourism knowledge engineering AXSES Tourism Development
  252. 263. helping small and medium sized resorts, tourism operators & destinations build their brands and increase direct business knowledge engineering AXSES MISSION building brands & direct marketing advanced technology – training & support – supplier tools
  253. 264. 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 * first of a kind Knowledge engineering

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