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Case: Hotels.com @ IMC Helsinki



My presentation on 5th October 2011 at IMC Helsinki event with Hotels.com on their success factors of performance-based marketing in Europe.

My presentation on 5th October 2011 at IMC Helsinki event with Hotels.com on their success factors of performance-based marketing in Europe.



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    Case: Hotels.com  @ IMC Helsinki Case: Hotels.com @ IMC Helsinki Presentation Transcript

    • Timo Ronkainen Alexia ArrizabalagaManaging Director, TD Account Manager Hotels.com EMEA IMC Helsinki 5th Oct 2011
    • What we will cover in the next 45mins• TradeDoubler – why do we exist• Expedia Inc and Hotels.com• Hotels.com Affiliate Programme • Hotels.com affiliate business EMEA facts & figures • Hotels.com affiliate business Finnish facts & figures • Key actions and initiatives for a successful programme • Secret for a great network – advertiser partnership• Actions and Recommendations • Initiatives and actions to push Hotels.com to the next level • Next Steps•Q & A 2
    • Our Business• Performance-based digital marketing company – established 1999• Public company headquartered in Sweden• 18 local offices, 130.000 publishers, 2000 advertisers & 550 professionals• Some of our clients 3
    • Our Business Model
    • How does it work? 1. Advertiser ad is displayed on a publisher site using TradeDoubler tracking 2. Customer clicks on an advertiser ad and a cookie is dropped 3. Customer completes lead/sale and the confirmation page pixel is served 4. Cookie validates the confirmation pixel 5. The publisher is awarded the lead/sale and commission Advertiser TradeDoubler Advertiser TD tracking server 5
    • Where’s our future focus Geotargeting Interest-based Retargeting MOBILE 6
    • Co-operation with Hotels.com 55%+ 134%+ 7
    • Expedia Inc +90M visitors a month What does it mean for our partners? Financially stable partner - steady and +30M travel opinions on TripAdvisor reliable cash flow +$21B annual gross bookings Enviable product inventory will give YOUR customers a great choice, +5M cars rented improve conversion and encourage repeat visits +5M activities sold Largest talent pool of experience and expertise to ensure you have all the +60M roomnights booked support you need +25M air tickets TripAdvisor reviews influence where travel shoppers book their trips +35M calls with customers
    • Expedia Inc – 4 major consumer brands• Broadest product offering of • The hotel experts, for • Focused on discount • The largest site for unbiased any travel site everyone from the browser shoppers reviews of hotels, resorts to the power booker and vacations• Broad customer mix: • Well suited for customers multiple segments • Broad customer base, with with schedule flexibility • #3 worldwide travel website heavy mix of drive-to in the world – 36M unique• Largest number of visitors customers visitors/month across its per month and highest brands brand recognition of any • Large number of offline online travel site sales via skilled telesales reps • Over 35M unbiased reviews with destination expertise and opinions updated• 19 global points of sale; #1 every minute, everyday by or #2 in main geographic • 30+ global points real travelers markets fully served of sale• Third largest ecommerce site in the world - second only to Amazon & eBay
    • Hotels.com – Expanding footprint in 60+ countries Switzerland Taiwan Sweden South Africa Spain Singapore Norway Portugal Netherlands Philippines Italy New Zealand Ireland Mexico Germany Korea France Japan Ukraine Finland Hong Kong Turkey Slovakia Denmark Colombia Venezuela Iceland Lithuania Belgium China Israel Hungary Latvia Malaysia Austria Central America Chile Russia Greece Estonia Thailand IndonesiaUSCanada UK Australia Brazil Argentina Poland Czech Croatia Middle East Vietnam Republic1991 2002 2003 2004 2005 2006 2007 2008 2009 2011
    • Hotels.com Affiliate Programme 11
    • The Affiliate Value Proposition •Affiliates & partners provide the opportunity to increase our shop window to expose breadth of product Destination Deals sites push Email Affiliates Employee benefit Meta and specific help sort hotel promos to extend our sites: mapping through the new users database B2B targeting pre-qualify users optionsPerformance: Tactical: Reach:Low Risk CPA Channel with lots of Opportunity to promote specific Our seasonal promotions with high impacttools available to promote regions & hotels, specific deals (48h sale, Autumn Sale). In 2010 weHotels.com promotions through niche players recorded 4,024,341 UVs and an average conversion rate of 3% in EMEA
    • Hotels.com Affiliate Programme EMEA Revenue Generate in US$ Hotels.com EMEA - GBV in US$ 2011 2010 2009 Month to Date Year to Date Jan - Aug 2010 2011 113% p
    • Hotels.com Affiliate Programme Revenue in € Hotels.com 2010 2011 Month to Date Year to Date Jan - Sep 2010 2011 87% p 14
    • Hotels.com Affiliate Programme Monthly Transaction Hotels.com 2010 2011 Month to Date Year to Date Jan - Sep 2010 2011 86% p KEY MILESTONES • Prepare Xmas and January sales – negotiations with affiliates for visibility • January Sale and Intensive promotion • March – Affiliate Incentive +Voucher codes • July – Incentive and Flash Sale Promotion 15
    • The Finnish Affiliates Recruitment focus in Finland Publishers Generating Sales Active Affiliates kesä.10 elo.10 kesä.11 marras.10 elo.11 helmi.10 huhti.10 helmi.11 huhti.11 maalis.10 heinä.10 joulu.10 heinä.11 syys.10 maalis.11 touko.10 touko.11 loka.10tammi.10 tammi.11 Month to Date 2010 2011 Year to Date Jan - Aug 2144 2828 32% p Active affiliates Jan - Aug 199 313 57% p Sales Affiliates
    • Hotels.com in TD market share Market share Q2 2011Hotels.com Affiliate Mix Competitor 1• Good mix of affiliates including content, 13 % voucher, loyalty and price comparison sites• 64% more affiliates generating sales in the program – Q2 2010 vs Q2 2011 Competitor 2 19 % Hotels.comHotels.com vs Competition on 55 %Tradedoubler Competitor 3 13 %• All competitors are well known hotels suppliers/OTAs• Similar affiliate commission offerings
    • Hotels.com New Tools and Initiatives 18
    • Hosting Affiliate tools & feeds: Our new merchandising tools areavailable via the TD interface - easy to access & implement • Full database product feeds (xml/csv) • Customisable tools: • Destination deals feeds • Deals content widgets • Search form generator • Deeplink generator • Pre-populated tracking
    • Easy customisation of our tools helps affiliates access our breadth and depth of product & increase relevancy of contentDeals widgets (output) Widget Generator Features top 100 deals in top 50 destinations Features top 100 deals in top 50 Localised content destinations for 22 POS and & 13 languages Option to restrict/select all deals Search form generator Supports Tradedoubler tracking Option to pre-define any destination Dynamic url means deals are automatically Option to add or refreshed on affiliate’s remove fields site
    • Initiatives and Actions to pushHotels.com affiliate programmeand promotionsHotels.com 72 hour sale and Seasonal PromotionsCo-funded Voucher Code campaigns to reward affiliates promoting ourdeals and promotionsIn order to activate inactive affiliates and get new affiliates into theprogramme – we have a welcome incentive rewarding affiliates 1stHotels.com sale with extra commissionAdvanced Relationship Management with our top publishers on theprogrammeStrategic recruitment and Innovative integrations with affiliates
    • Communications to promote Hotels.com Affiliates read and want to know about: • Our monthly campaign updates • Our offline plan summaries • Our regular communications about incentives, deals, promotions and rewards 22
    • Key takeawaysWork hand-in- Communicate Make the hand with Understand openly with most ofTradeDoubler your affiliates TradeDoublerand affiliates TradeDoubler and affiliates
    • Thank you!And do yourself a favor and book a holiday  www.Hotels.com