online scorecard in travel, getting grip on your online business

1. Get a better grip on your online business
3 casestudies
Marenna van Reijsen
mareredactie.nl

2. ’Not where and when, but what is your budget?’
GeniusTravel

3. ’Book your hotel now & receive a refund
when the price drops’
TripRebel

4. Tracking your places & sharing them
TripGems

5. www.deonlinescorecard.nl
translating the mission in
an online strategy
to achieve the objectives

6. de online scorecard
online scorecard

7. de online scorecard

8. Online scorecardStrategisch+fundament
37
Financieel
Klant
Online
Organisatie
Succesfactoren
Succesfactoren
Succesfactoren
Succesfactoren
Online Missie
Online Strategische Doelstellingen
Interne
analyse
Externe
analyse
ONLINE STRATEGY MAP
Bedrijfsdoelstellingen

9. GeniusTravel
The Story of GeniusTravel
Sometimes you just want a few days
away with friends or family. Whether
it’s Berlin, Barcelona or Copenhagen
does not really matter.
As long as the ticket is not too
expensive. Where can I go or fly to for
a hundred euros? It seems like such a
simple question, but to find the
answer was not so simple.
Nearly all online ticket search engines
search by destination; Search by price
was not possible.

10. commission
yolo visitorsreach
financial
customer
online
organisation
SEO/SEA social media
marketeers
cooperation with
skyscanner &
booking.com
marketingbudget affiliate costs
conversion
GeniusTravel
the budget of the traveller is leading
Genius app
bookings

11. TripRebel
about price transparency on the Internet
Mission:
“Why on earth is booking a
much-awaited holiday such a
hassle? You start out motivated
and excited just to be lost in a
realm of possibilities,…… and
worst, you are not so sure if you
got a good deal.
!
Our cause and what drives us
every day is the wish to change
exactly that, to make your
travel booking experience
exciting, enjoyable - true and
dignifying to your trip.”

12. TripRebel
refundsfinancial
customer
online
organisation
SEO/SEA social media
cooperation with
hotel chains
content/faq’s
brand
awareness
track customer
behavior
TripRebel
’stop overpaying your hotel’
extra’s
retention
happy
visitors

13. TripGems
”Our mission is
simple: make the
hidden travel gems
in the world more
accessible, with a
little help of our
friends. And
friends are quickly
made on the road.”

14. commission
visitorsreach
financial
customer
online
organisation
location based user experienceresponsive
engagement
conversion
editors
TripGems
being the authority in ’things to do space’
deals
web care

15. succesfactor indicator target action who
nr
q1: 2000
q2: 2500
q3: 3000
q4: 4000
- facebook posts
- rewarding
program
cmo
availability on mobile
devices
end q2 2015
-
- recruit developers
HR
engagement
responsive

16. conclusion 1
”it all starts with succes factors on the
customer perspective"

17. conclusion 2
”social (travel) does matter"

18. conclusion 3
”off course metrics are not objectives”

19. Metrics give the answers, it’s your responsibility to ask
!
!
!
Marenna van Reijsen
@marennas
!