Marketing to Travellers in Asia Key Takeaways from WIT Australia 2011 June 21, 2011, Shangri-La Hotel, Sydney
Speakers• Adrian Currie - Chairman, Agoda• Alvin Chng - Commercial Director, Asia Pacific, TripAdvisor, Singapore• Brad Gurrie - General Manager, Travelzoo, Australia & Singapore• Christine Whyte - Director of Revenue Management, The Observatory Hotel, Sydney• Danny Kondic - Vice-President, Channel Management, Abacus International Pte Ltd• Darren Wright - Head of Commercial, AirAsia X• Elizabeth Rich - Managing Director, Agenda Pty Ltd• Erik Munoz - Regional Director of Sales, Asia Pacific Region, IDeaS Revenue Solutions• Fritz Demopolous – CEO, Qunar, China• Graham Hills - General Manager, Indonesia, Wego.com• Ian Cumming – Director, Insight4, Australia
Speakers• Kei Shibata – CEO, Travel.jp, Japan• Kim Portrate - General Manager Consumer Marketing, Tourism Australia• Lynne Oldfield - Senior Director, GTA Australasia & India• Morris Sim - CEO & Co-Founder, Circos Brand Karma• Olaf Belgraver - Director of Sales E-commerce Australia, Accor• Peter Hook - General Manager Communications, Accor Asia Pacific• Robbie Cooke - Group CEO, Wotif Group, Australia• Roland Jegge - Vice President, Asia Pacific, Worldhotels, Singapore• Sandra Chipchase – CEO, Melbourne Convention & Visitors Bureau• Siva Ganeshanandan - Regional Manager, Autonomy Promote• Timothy Hughes – Blogger, BOOT, Business of Online Travel
Asia-Pacific Online Travel market counts for 21% of total market share
Asian countries are densely populated therefore more agents (difference from USA where population dispersed and there’s a greater use of OTAs) The definition of intermediary is changing The role is getting split up among generations X/Y/Z
Consumers go to Google // Wego or Kayak to compare rates + They read reviews on Tripadvisor
Look at niches - age segment, gender by marketLook for target niches in age and gender, like women 35 to 55
"Sex and the City" travel market up and comingAsians are addicted to gadgets. More about ability to carry computer with you and tap in to contentAsian market + gadgets = travel planning experience
Focus on Experience!Build an inspirational brand that young people will want to book with** Air NZ have done well with viral videos. They do a fantastic job telling stories.Also, Shangri-La doing well with engagement in social media
Last minute bookings increasing in Japan Japanese tourists increasingly booking today and travelling tomorrowYoung Japanese LOVE games. The younger the gamer. Lots of money around mobile gamers.Increasing smart phone ownership + usage 40% accessing Travel.jp via mobile
Mixi, Twitter, Facebook are the Top social media networks in JapanMixi 4 our of 5 users are in their 20s, mobile accessed 6 times more than PCJapan has highest Twitter penetration of all countriesFacebook users in Japan is small but growing, most have experience overseasJapanese love reward points join some of the major programs
Travel.jp seeing growth in search for tickets and packagesWe see users over 50-years-old making up 28% of meta-search usersJapanese to take longer vacations this summer offer longer packages to appease marketHottest summer is around the corner. People are talking about taking longer vacations. So offer longer packages!
For the 1st time ever, the outbound market in china is significantly higher than the inbound marketBy 2020, China will be the biggest market of outbound tourism2010 2 billion trips inside China. Up 10% from 200960 million people will travel abroad by 2014
Online is the best way to convert people to customers. Almost 70% of consumers use the internet for researchOnline bookings in China only 10% vs. 50% in other marketsOnline companies in China are all private. Makes it so much easier to work with them - as compared to working with the government
• Video• SNS• GroupBuying• Portals• Search• Ecommerce Chinese market is extremely competitive across these platformsYouku, Tudou, Xunei, PPlive Big players in video Market in China
Chinese consumers are shifting their spending from products to servicesChinese consumers drive global sales of luxury products. They are willing to pay Unprecedented brand building opportunitiesIt’s time to promote brand, locations, destination, service etc. In China
Because of competitiveness and continual evolution, brands arent solidified. Good entry point for travel companiesCultural understanding is very importantPark yourself in China to really understand whats happening. Change your companys dynamism to adapt to China. Build up your opportunities thereChina is not just one market!
Think outside major urban hubs Go to two- or three-tier cities, many of which are underserved (most growth coming from these)Some time ago, Nike set up a skateboarding competition in Chongqing and 500,000 teenagers turned up! Even though theres practically nothing else to do in ChinaNo right way to do things in China. You need to find your own way!
Experience China on your own and figure out the best strategy for your companyOne thing you need to do is read www.chinadaily.com.cnIf youre a global company, you should know how to navigate London, Tokyo, Hong Kong, Shanghai, Beijing
You wont become an expert on China just by living there for 1 month. You need to constantly learn keep up to dateTwo golden weeks in China: public holidays and more summer travelYoung people are going abroad for reunion dinners instead of staying in China
India is one of the more interesting markets. Internet usage is on the rise, enormous population. Only 40 million are internet users over the age of 15Indias most popular travel sites: Indian Railways, MakeMyTrip, Yatra, ClearTrip and ExpediaGetting money out of India is not that easy. Its a big population in India, but how many have credit cards and are willing to use them on sites? A lot of travel is paid in cashWhen it comes to travel, they research online, but pay to traditional agents
Indonesian population is quite large, 245 million. 50% are under 29150% growth in FB users in Indonesia from 2010 to 2011Foursquare use Indonesia is the largest audience in AsiaWith location based services, you can reward them for using your services
Indonesians are new to travel and are looking for informationYahoo no. 1 website (because of local language content)Researching travel online grew 41% over last year. Travel info online growing at 71%Growing outbound market in Indonesia. Wego saw 45% increase in international searches.
Focus groups, surveys, A/B testing - all things you need to do before moving in to the Asian marketDelta airlines to a lot of testing for Asian segment - found removing credit card logos increased conversionAsian market doesnt like to be rushed into thingsPeople want to have control. When you remove the "Go back" button, people book more often
Small changes make a big difference. E.g. Air Asia made very small changes to the homepage which increased conversion by 1%Test everything everywhere. All segments, different markets. These segments are changing. What was happening in China 18 months ago will not be relevant now
It is very important to have an online strategy that you doesnt change too oftenEmbrace Google Places!Integrate with TripAdvisor to build transparency Keeping more customers on the web siteSurprise markets: Indonesia. A lot more tech-savvy than originally thoughtConcentrate on small markets because theyre more tangible
Good booking engine is top priority Facebook is for brand building and relationship development If youre new, group buying sites can help build brand (bigger chains dont need it)
Singapore books a lot more online, followed by China and IndonesiaTriple digit growth in some markets - Korea, Indonesia, Viet Nam and ThailandMobile will be strong channel in Asia in the future, more so than in Europe and the AmericasMobile phone bookings are growing and WorldHotels are investing in building an app
Google is trying to innovate in the travel space but ultimately its still a "dumb" index of the web. People want more complicated itineraries and want to get more interesting information. Google cannot deliver thatBiggest challenge as a startup is getting access to data. If you want to get it from a GDS, you have to pay. Instead scrape and monitor
Engagement for travel brands is importantPersonalisation crucial to help maintain customersEvery travel brand has a community which it should tap onGoogle doesn’t help with getting specific answers, thats why Travellr and other Q&A sites are successfulIts VERY difficult to build a content-based startup right now. Merge content with service