2014 feb 26 brussel ecommerce summit
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This document summarizes the international expansion of Hotel Booker, an online travel agency. It discusses how the company expanded from the Netherlands to other European countries between 2002-2013, growing its hotel supply from 50 to over 4000 and bookings from 7500 to over 400,000. It then outlines Hotel Booker's strategy to further expand using the same platform and brand across countries. Key aspects of the strategy discussed are preparing by prioritizing nearby markets first, developing a last mile solution to manage content in different languages, implementing scalable payment options, localizing through local marketing/sales teams, and investing over 10.5% of budget in growth.
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2014 feb 26 brussel ecommerce summit
- 1. 11 TITEL THE SMURFS GLOBAL E-MPIRE 26 Feb. 2014 Dennis Van Allemeersch CEO Hotel Booker
- 2. 22
- 3. 33 A STORY FROM THE TRENCHES OF INTERNATIONAL EXPANSION
- 4. 44
- 6. 66 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. 77 “More frequent breaks: your moment, with more value for money” “Best valued Top 3 player in the European market for short vacations”
- 8. 88 Succesfull ???? HS NL HS BE HS Scand HA NL BS Bookings -6% Net Margin +1610% International sites bookings 20% vs.
- 9. 99 What should we smurf ???
- 10. 1010 Source: OC&C Strategy Consultants, 2013
- 11. 1111 STRATEGY • Same platform • Same brand name • Similar perception as Booking.com
- 12. 1212 4 future business models are emerging, we decided where to play … Source: Shopping2020 STRATEGY - ∆
- 13. 1313 4 future business models are emerging, we decided where to play … Source: Shopping2020 STRATEGY - ∆ We arrange extra’s <=
- 14. 1414 PREPARE – Prioritise markets After NL, rolled out in neighbouring countries BE/DK/SE/NO size potential limited
- 15. 1515 Prioritisation - ∆ Soft launch 13/02/2014, full market launch 03/03/2014
- 16. 1616 LAUNCH – Last mile solution Same platform Devil in detail: Content mngt. in different languages
- 17. 1717 Last mile solution - ∆ Increased # releases from 5 to 17 p.a. Machine translation
- 18. 1818 LAUNCH – Scalable payments No local payment options
- 19. 1919 Scalable payments solution - ∆ End January 2014 => Adyen implementation
- 20. 2020 GROW – Localise … Déjà vu …
- 21. 2121 Localise - ∆ Local country marketing-sales teams 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 mkteer SEO SEACM Country 2 Country 1 Country 3 Country x Country marketeer feeds Functional specialists
- 22. 2222 GROW – Invest vs. Financially very healthy (fully financed out of own cash flow with better than industry average margin) Too conservative (BE marketing <3% total costs) >$600M paid search p.a.
- 23. 2323 Invest - ∆ => 10.5% of 2014 budget
- 24. 2424 Loose timidity, think BIG & BOLD instead of cramped & narrow minded, take ACTION, become @-ntrepreneurial, and …
- 25. 2525