The German online travel market grows robustly. Despite the size of the market and the great opportunities the big challenge is to win the German customer because of their high quality standards. A reason to put the customer first within your companies e-commerce strategy. How do you succeed in that as a Dutch company? Alexander Lamprecht gives a glimpse into the German online (travel) market. He will provide you with more insights about a healthy multi-channel strategy, e-marketing best practices & opportunities based on Dexport’s travel cases and will give tips how to persuade the German customer with an excellent German look & feel on your website.

1. Dexport
Succeeding in German e-travel

2. Alexander Lamprecht
Online Marketer & New Business
alexander@dexport.nl
088 - 339 76 78
Duitsemarkt.nl
twitter.com/Duitsemarkt
facebook.com/Duitsemarkt

3. Agenda
1. The German e-travel market
2. Entering the German market
3. Best practices

4. 1. The E-travel market in Germany
€ 60 Miljard
25% Groei
● 54,8 million German
travellers in 2014
● 40,5 million used internet
for travel info
● 36,2 million with mobile
internet access (growth
9,7 million)

5. 1. Which geographical region aims your focus?
Difference between east & west:
● Berlin, Hamburg & Munich juicy for
E-Commerce
● Rhineland-Palatinate highest
growth in internet usage
● North Rhine-Westphalia, Baden-
Württemberg & Bavaria are juicy
provinces with a high purchasing
power

6. 1. Favorite holiday destinations of Germans
Popular destinations:
1. Mediterranean Sea
2. Germany
3. Short trips to the
Netherlands & Austria

7. 1. Travel transportations of the Germans
● By car & plane
● Trend: more short trips & more
often

8. 1. Preferred travel booking channels
● Less frequently through
the traditional travel
agent
● More often online or
directly at the provider of
the accommodation
● More often transportation
on one’s own account

9. 1. Be aware of legal issues
Is your webshop legally secure?
● General Terms and Conditions Act
(AGB)
● Legal Notice (Impressum)
● Protection of privacy (Datenschutz)
● New right of withdrawal!
Starting 13’th sept. the “Deutscher
Konsumentenbund” will screen webshops
more actively.

10. 2. Entering the German market

11. 2. Roadmap: Succeeding in German E-Commerce
● Right focus
● Constant growth model

12. 2. The right Marketing Mix
● Define USP’s & communicate
them through all channels
● Visible via SEO, SEA &
comparison site from the start of
the search funnel
● Realize CPA targets by using
good focus & conversion
optimization
● Expand fanbase by using social
campaigns
● Broaden reach by using affiliate
marketing

13. 2. How do you set up your German team?

14. 2. What does the German customer want?
● Sharp price
● Excellent customer service /
possibility of making bookings by phone
● Sharp offers which are actual on stock
● Huge amount offers & clearly arranged
on site
● Easy search navigation
● Easy booking process

15. 3. Best practices

16. 3. Best practice: ChaletsPlus
www.chaletsplus.com

17. 3. Best practice: Holland Sail
How to recruit travel bloggers:
● Organize a sail trip & combine it
with a spectacular event
● Use Twitter & Xing
● Key to success in Germany:
personal contact with relevant
editorial offices

18. 3. Best practice: Canal Company
● Content creation: interesting website & more visible by integrating more
relevant keywords
● Organic growth by SEO optimization & linkbuilding
● Google AdWords management with focus on optimal CPA

19. Keep informed on relevant German E-Commerce topics

20. Do you have any questions?
Don’t hesitate to ask us...