2014 june 12th amsterdam emerce e travel - casey's global empire
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Lessons learned in internationalisation. What works well and what doesn't when expanding internationally.
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2014 june 12th amsterdam emerce e travel - casey's global empire
- 1. TITEL CASEY’S GLOBAL E-MPIRE 12 juni 2014 Dennis Van Allemeersch CEO Hotel Booker
- 3. A STORY FROM THE TRENCHES OF INTERNATIONAL EXPANSION
- 6. Year Hotels Countries Bookings Milestones 2002 50 1 Start Livegang HotelSpecials.NL 2003 150 2 7.500 Livegang HotelSpecials.BE 2004 300 3 40.000 Livegang BungalowSpecials.nl 2005 400 4 115.000 Livegang HotelAanbiedingen.nl 2006 900 5 150.000 Livegang HotelSpecials.SE 2007 1000 5 180.000 Introduction hotelvideo’s 2008 1500 5 250.000 First HotelWeek campaign 2009 2000 5 325.000 New HotelSpecials website 2010 2250 5 380.000 New office 2011 2500 5 415.000 Introduction Dynamic Packaging 2012 3000 5 470.000 Introduction Daily Deals 2013 4050 6 442.000 Livegang HotelSpecials.DK and NO Start sales destination Austria Livegang www.ferienparkspecials.de
- 7. “More frequent breaks: your moment, with more value for money” “Best valued Top 3 player in the European market for short vacations”
- 8. Succesfull ???? HS NL HS BE HS Scand HA NL BS International sites bookings 20% Bookings -6% vs. Net Margin +1610%
- 9. What should we do ???
- 11. STRATEGY • Same platform • Same brand name • Similar perception as Booking.com
- 12. STRATEGY - ∆ 4 future business models are emerging, we decided where to play …
- 13. STRATEGY - ∆ 4 future business models are emerging, we decided where to play … We arrange extra’s <=
- 14. PREPARE – Prioritise markets After NL, rolled out in neighbouring countries BE/DK/SE/NO size potential limited
- 15. Prioritisation - ∆ Soft launch 13/02/2014, full market launch 03/03/2014
- 16. LAUNCH – Last mile solution Same platform Devil in detail: Content mngt. in different languages
- 17. Last mile solution - ∆ Increased # releases from 5 to 17 p.a. Machine translation
- 18. LAUNCH – Scalable payments No local payment options
- 19. Scalable payments solution - ∆ End January 2014 => Adyen implementation
- 20. GROW – Localise … Déjà vu …
- 21. Localise - ∆ Need local marketing & sales if you are serious about a market => • Local B2B sales relationship • Knowledge about local market / marketing Language Marketing kalendar Values Local country marketing-sales teams Country 1 Country 3 Country x Country 2 SEO Local mkteer SEACM Country marketeer feeds Functional specialists
- 22. GROW – Invest Financially very healthy (fully financed out of own cash flow with better than industry average margin) Too conservative (BE marketing <3% total costs) vs. >$600M paid search p.a.
- 23. Invest - ∆ => 10.5% of 2014 budget
- 24. Loose timidity, think BIG & BOLD instead of cramped & narrow minded, take ACTION, become @-ntrepreneurial, and …