This document discusses strategies for succeeding in the German e-travel market online. It notes that the German e-travel market is worth €60 billion and growing, with over half of Germans using the internet for travel information. Some key points discussed include: - Popular travel destinations among Germans are the Mediterranean, Germany itself, and neighboring countries like the Netherlands and Austria. - Germans prefer to book travel online or directly with providers rather than travel agents. - When entering the German market, companies should focus on the right regions, have a constant growth model, use various marketing channels, and understand what German customers want. - Best practices from successful companies are also shared, like organizing events to recruit travel bloggers. Legal

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...