Meta-search engines provide consumers a time-saving solution for searching for the best deal, through aggregation of multiple hotel, flight and other travel sources into one website. With new competitors leveraging data at the top of the funnel, meta-search engines turn to new services and monetization strategies.
This document contains some citations and links on the articles about major online travel M&A deals that happened during years of 2002-2014. Selection of deals was purely subjective as well as selection of information sources. The document might be used as a good starting point for some more in-depth analysis of specific deals and some of the market trends.
Reimagine Growth: Execute on your customer journey strategyCleverTap
Execute on your customer journey strategy
Key Learnings:
-Build your 360-degree view of your customer lifecycle journey
-Create an omnichannel engagement strategy that’s cost-effective
-Reduce churn by engaging on at the right moments
[Webinar] How to earn on travel in the new normal with klookTravelpayouts
Watch full video: https://www.youtube.com/watch?v=JT9XarUsIsE
As the world is slowly approaching a new normal in travel, it’s time to introduce a new partner program in Travelpayouts — welcome Klook!
The company has a team of travel experts that handpick the best experiences in over 400 destinations all over the world. And with over 5M reviews on the website, Klook is one the most trusted online booking platform for Travel & Leisure services.
Join experts from Klook and Travelpayouts for a free live webinar and learn how to earn up to a 5% commission on each sale!
AGENDA:
About Klook: Characteristics, USP, High-level numbers on purchasing behaviour
New Normal: Domestic & Regional Travel: Adjustments made on supply, trends market insights
The Klook’s Affiliate Program in Travelpayouts: Program features, integration tools, partnerships examples and best practices
Tips on tricks for travel affiliates: How to promote Klook’s services like a pro
Klook Affiliate Program updates
SPEAKERS:
· Queenie Wu, Partnerships & Affiliate Manager, Klook
· Dasha Arzamaskina, Senior Marketing Manager (Russia), Klook
· Daria Sukhoroslova, Senior Partner Relations Manager, Travelpayouts
**************************
➡ Video: https://www.youtube.com/watch?v=JT9XarUsIsE
➡ Blogpost: https://tp.click/1e6
**************************
MENTIONED IN THIS VIDEO:
✅ October 5-9, join TPAS2020 and learn how to make money with affiliate marketing in the travel niche! Register free by this link: https://tp.click/1dF
✅ New offers in Travelpayouts: CheapOair: https://tp.click/1dG, Tripadvisor: https://tp.click/1dH and Aviasales B2B: https://tp.click/1dI
✅ Travelpayouts Global YouTube page is up and running! Subscribe here: https://tp.click/1dK
✅ Let’s be friends on Twitter! Follow us by this link: https://tp.click/1dL
✅ Get the promo code from Klook: https://tp.click/1dM
✅ Just some actual articles:
- flying after COVID: https://tp.click/1dN
- theme parks after COVID: https://tp.click/1dO
**************************
SOCIAL / LINKS
➡ Register at Travelpayouts: https://tp.click/113
➡ Facebook: https://www.facebook.com/travelpayouts
➡ LinkedIn: https://www.linkedin.com/company/travelpayouts
➡ Twitter: https://twitter.com/travelpayouts
➡ Support: support@travelpayouts.com
This document contains some citations and links on the articles about major online travel M&A deals that happened during years of 2002-2014. Selection of deals was purely subjective as well as selection of information sources. The document might be used as a good starting point for some more in-depth analysis of specific deals and some of the market trends.
Reimagine Growth: Execute on your customer journey strategyCleverTap
Execute on your customer journey strategy
Key Learnings:
-Build your 360-degree view of your customer lifecycle journey
-Create an omnichannel engagement strategy that’s cost-effective
-Reduce churn by engaging on at the right moments
[Webinar] How to earn on travel in the new normal with klookTravelpayouts
Watch full video: https://www.youtube.com/watch?v=JT9XarUsIsE
As the world is slowly approaching a new normal in travel, it’s time to introduce a new partner program in Travelpayouts — welcome Klook!
The company has a team of travel experts that handpick the best experiences in over 400 destinations all over the world. And with over 5M reviews on the website, Klook is one the most trusted online booking platform for Travel & Leisure services.
Join experts from Klook and Travelpayouts for a free live webinar and learn how to earn up to a 5% commission on each sale!
AGENDA:
About Klook: Characteristics, USP, High-level numbers on purchasing behaviour
New Normal: Domestic & Regional Travel: Adjustments made on supply, trends market insights
The Klook’s Affiliate Program in Travelpayouts: Program features, integration tools, partnerships examples and best practices
Tips on tricks for travel affiliates: How to promote Klook’s services like a pro
Klook Affiliate Program updates
SPEAKERS:
· Queenie Wu, Partnerships & Affiliate Manager, Klook
· Dasha Arzamaskina, Senior Marketing Manager (Russia), Klook
· Daria Sukhoroslova, Senior Partner Relations Manager, Travelpayouts
**************************
➡ Video: https://www.youtube.com/watch?v=JT9XarUsIsE
➡ Blogpost: https://tp.click/1e6
**************************
MENTIONED IN THIS VIDEO:
✅ October 5-9, join TPAS2020 and learn how to make money with affiliate marketing in the travel niche! Register free by this link: https://tp.click/1dF
✅ New offers in Travelpayouts: CheapOair: https://tp.click/1dG, Tripadvisor: https://tp.click/1dH and Aviasales B2B: https://tp.click/1dI
✅ Travelpayouts Global YouTube page is up and running! Subscribe here: https://tp.click/1dK
✅ Let’s be friends on Twitter! Follow us by this link: https://tp.click/1dL
✅ Get the promo code from Klook: https://tp.click/1dM
✅ Just some actual articles:
- flying after COVID: https://tp.click/1dN
- theme parks after COVID: https://tp.click/1dO
**************************
SOCIAL / LINKS
➡ Register at Travelpayouts: https://tp.click/113
➡ Facebook: https://www.facebook.com/travelpayouts
➡ LinkedIn: https://www.linkedin.com/company/travelpayouts
➡ Twitter: https://twitter.com/travelpayouts
➡ Support: support@travelpayouts.com
This presentation gives you an idea of how google search engine works and how it provides better and efficient results to the end users and what are the steps to be taken get better page ranking for the websites.
In 2023, artificial intelligence can write article drafts, manage social media accounts and identify syndication partners. AI tools will empower you to level-up your SEO and content marketing without replacing your human imagination or judgment. Now is the time to start integrating AI tools into your SEO and content workflow – before AI-savvy competitors begin to dominate the market. Join marketing AI expert Dale Bertrand as he shares his playbook for using AI tools for SEO and content to increase your productivity and marketing results.
This is the way I like to present my web traffic reports.
Please if you have any doubt of comment share it with me, it will help to improve my work.
Thank you very much!!
E
PS: It looks better if you download it ;)
A case study on the world's leading Online Travel Agency (OTA), Booking.com, a digital brand which succeeds in maintaining leadership through adapting its strategy to the market and competition, using personalisation, mobile focus, brand building, segmentation, service and UX, loyalty plans and collaborations with its partners
Google Analytics for Beginners - TrainingRuben Vezzoli
I used this presentation for an internal training about Google Analytics and Web Analytics.
Google Analytics Training for Beginners.
Google Analytics Tutorial
Google Analytics for Dummies
Google Analytics Guide
A web search engine is a software system that is designed to search for information on the World Wide Web.Search engines are very useful to find information about anything quickly and easily & Google, Yahoo!, Ask.com, Forestle and Bing are popular search-engine websites .
SEO Case Study - Hangikredi.com From 12 March to 24 September Core UpdateKoray Tugberk GUBUR
Start Summary:
"131% Organic Session Increase in 5 Months
62% Impression Increase in 5 Months
144% Clicks Increase in 5 Months"
This SEO Case study is about Google Core Updates and their impacts on biggest financial institution website in Turkey.
I have started to work in Hangikredi.com at 26 March 2019. But, the company's website had been affected by 12 March Google Core Update very negatively.
I had started to work in here while a crisis had been happening.
I had examined the web site and figured it out that the real problems were crawl budget, authority signasl and relevancy-entity connection. I have activated social media, Google My Bussiness accounts, I have entered financial forums, every other alternative channel. I created a news publisher network about us. I cleaned the misleading status codes, HTML and CSS mistakes, optimised meta tags, fixed the redirection chains, I used the image compressions and deleted lots of unnecessary URL and their contents, I created the internal link structure from scratch.
Until 5 June Google Core Update, we were winners again.
We had regained all of our traffic lost. Until 1 August server atack, we were okay, then in one day, everything went wrong.
I had started from 0 again...
I had been optimising web site's offpage signals for regain the trust of Google AI and I had been supporting this strategy with onpage elements.
After 24th September Google Core Update, there was another success. We breaked the crawl load/rate record, avarage site position, CTR and impression, click records for site history.
In this CASE Study, you are gonna find details of a SEO Success Story with graphics and also some funny cencor images from my life.
End Summary:
"12 March, 5 june and 24 September Google Core Updates with 1 August Server Atack are the milestones of this SEO Casse Study. You will find all details from our view of point. I hope you will like it."
Feel like you’re at link building capacity?
Know you could build more links if you just had more time or a larger SEO team?
Even small teams have been able to build 600 backlinks per month.
Seem impossible?
We have good news. Link building at scale is very possible.
10 years in the making, there is finally a 6-month link building roadmap that can help you build a backlink profile that increases your brand’s search visibility.
In this webinar, you can learn how to build thousands of links a month – with any sized SEO team.
Learn How To Growth Hack Your Link Profile By:
- Creating a pilot program to test link building techniques that can scale.
- Selecting the link building techniques that are best for your company and resources.
- Understanding the methods to scale up a successful pilot.
Kevin Rowe, Founder and Head of Strategy at PureLinq, has taken small link building proof-of-concepts to large scale initiatives with thousands of links per month.
Leave this session with the insights you need to build a system that will work for your business, based on a situation analysis and available resources.
Ready to start scaling your link profile and boosting your search rankings?
Don’t miss out! Watch today and get the link building hacks to help grow your business.
Google commissioned GfK to conduct a landmark study in Indonesia to gain insights into digital habits of Indonesian consumers. Using a passive metering approach, detailed consumer habits can be uncovered.
Curious about the future of hospitality marketing and distribution? This presentation to HSMAI's Washington, DC chapter explains why the future of hospitality marketing for independent hotels and brands alike starts this year.
This presentation gives you an idea of how google search engine works and how it provides better and efficient results to the end users and what are the steps to be taken get better page ranking for the websites.
In 2023, artificial intelligence can write article drafts, manage social media accounts and identify syndication partners. AI tools will empower you to level-up your SEO and content marketing without replacing your human imagination or judgment. Now is the time to start integrating AI tools into your SEO and content workflow – before AI-savvy competitors begin to dominate the market. Join marketing AI expert Dale Bertrand as he shares his playbook for using AI tools for SEO and content to increase your productivity and marketing results.
This is the way I like to present my web traffic reports.
Please if you have any doubt of comment share it with me, it will help to improve my work.
Thank you very much!!
E
PS: It looks better if you download it ;)
A case study on the world's leading Online Travel Agency (OTA), Booking.com, a digital brand which succeeds in maintaining leadership through adapting its strategy to the market and competition, using personalisation, mobile focus, brand building, segmentation, service and UX, loyalty plans and collaborations with its partners
Google Analytics for Beginners - TrainingRuben Vezzoli
I used this presentation for an internal training about Google Analytics and Web Analytics.
Google Analytics Training for Beginners.
Google Analytics Tutorial
Google Analytics for Dummies
Google Analytics Guide
A web search engine is a software system that is designed to search for information on the World Wide Web.Search engines are very useful to find information about anything quickly and easily & Google, Yahoo!, Ask.com, Forestle and Bing are popular search-engine websites .
SEO Case Study - Hangikredi.com From 12 March to 24 September Core UpdateKoray Tugberk GUBUR
Start Summary:
"131% Organic Session Increase in 5 Months
62% Impression Increase in 5 Months
144% Clicks Increase in 5 Months"
This SEO Case study is about Google Core Updates and their impacts on biggest financial institution website in Turkey.
I have started to work in Hangikredi.com at 26 March 2019. But, the company's website had been affected by 12 March Google Core Update very negatively.
I had started to work in here while a crisis had been happening.
I had examined the web site and figured it out that the real problems were crawl budget, authority signasl and relevancy-entity connection. I have activated social media, Google My Bussiness accounts, I have entered financial forums, every other alternative channel. I created a news publisher network about us. I cleaned the misleading status codes, HTML and CSS mistakes, optimised meta tags, fixed the redirection chains, I used the image compressions and deleted lots of unnecessary URL and their contents, I created the internal link structure from scratch.
Until 5 June Google Core Update, we were winners again.
We had regained all of our traffic lost. Until 1 August server atack, we were okay, then in one day, everything went wrong.
I had started from 0 again...
I had been optimising web site's offpage signals for regain the trust of Google AI and I had been supporting this strategy with onpage elements.
After 24th September Google Core Update, there was another success. We breaked the crawl load/rate record, avarage site position, CTR and impression, click records for site history.
In this CASE Study, you are gonna find details of a SEO Success Story with graphics and also some funny cencor images from my life.
End Summary:
"12 March, 5 june and 24 September Google Core Updates with 1 August Server Atack are the milestones of this SEO Casse Study. You will find all details from our view of point. I hope you will like it."
Feel like you’re at link building capacity?
Know you could build more links if you just had more time or a larger SEO team?
Even small teams have been able to build 600 backlinks per month.
Seem impossible?
We have good news. Link building at scale is very possible.
10 years in the making, there is finally a 6-month link building roadmap that can help you build a backlink profile that increases your brand’s search visibility.
In this webinar, you can learn how to build thousands of links a month – with any sized SEO team.
Learn How To Growth Hack Your Link Profile By:
- Creating a pilot program to test link building techniques that can scale.
- Selecting the link building techniques that are best for your company and resources.
- Understanding the methods to scale up a successful pilot.
Kevin Rowe, Founder and Head of Strategy at PureLinq, has taken small link building proof-of-concepts to large scale initiatives with thousands of links per month.
Leave this session with the insights you need to build a system that will work for your business, based on a situation analysis and available resources.
Ready to start scaling your link profile and boosting your search rankings?
Don’t miss out! Watch today and get the link building hacks to help grow your business.
Google commissioned GfK to conduct a landmark study in Indonesia to gain insights into digital habits of Indonesian consumers. Using a passive metering approach, detailed consumer habits can be uncovered.
Curious about the future of hospitality marketing and distribution? This presentation to HSMAI's Washington, DC chapter explains why the future of hospitality marketing for independent hotels and brands alike starts this year.
How to generate more sales in the "look to book" process and beyond. Because the traveller today is searching for more personalized experience, and data can provide crucial consumer insights to travel companies allowing them to provide a much more individually relevant planning experience.
And for the rest of the digital world, in general.
By Skift with help of Boxever, 2014
The travel industry continues to experience changes, stemming from travelers' interest in a more authentic travel experience, comfortable prices and convenience - as well as from technologies which enable companies to respond to these needs. Competitors in the market - including hotels, OTAs, apartment rentals, aggregators and search engines - turn to digital to enhance their offering before, during and after the traveler's journey.
Skift Report: 14 Global Trends That Will Define Travel in 2014Rafat Ali
At the start of 2014, we’re looking at 14 trends we think will drive travel industry and consumers this year and beyond. Design, user experience, data and ease of travel will define travel trends in 2014, and our 14 trends reflect that.
In 2014, they are looking at 14 trends they think it will drive travel industry and consumers this year and beyond. Design, user experience, data, and ease of travel will define travel trends in 2014, and the14 trends reflect that.
Cutting through the channel clutter: How hotels can get back in control of th...SiteMinder
SiteMinder's David Chestler recently presented to an audience at the Caribbean Travel Marketplace deep-diving into all things online distribution for hotels, and asking the important question - how can your hotel cut through the channel clutter?
Presentation delivered in the University of Azores. The class about Travel Technology is an initiative by TTS in collaboration with its R&D company, TTS Lab.
More about the course you can find at http://protraveltech.tts.com/
Hotel Digital Marketing Trends Presentation - Best Stay Croatia 2015 Conference - 20 November 2015.
identify any key area where you are able to provide added value to the traveler across the path to purchase, whether by personalizing, providing the best instant service, offering better value for money, saving time or providing a stress-free experience to consumers, or connecting them to other consumers. Then, decide which tools or devices will enable you to respond to these needs across the traveler’s path to purchase.
When marketing becomes digital in tourism. The etourism-forum presents excellent opportunity to link marketing in tourism in digital scape by N.Christodoulidou
The purpose of this presentation is to present the major industry and consumer trends affecting the hotel industry, specifically with respect to the digital evolution and online booking.
Digital Marketing Directions 2016: HSMAI NYCTim Peter
Tim Peter's presentation to HSMAI's New York City chapter about trends shaping digital marketing and distribution for travel executives. Covers mobile, OTA's, and key trends for 2016.
Similar to Hotel & Travel Meta-Search: Trends and Innovation (20)
המגמות הדיגיטליות בשירותים הפיננסיים ב-2019 מראות איך מוסדות פיננסיים מאמצים טכנולוגיות ביג-דאטה ו-AI כדי להציע ללקוחות שירות טוב יותר ולספק את דרישותיהם בכל מקום
למרות שרבות מהטכנולוגיות הללו אינן חדשות, הן שולטות באופן שבו המגזר הפיננסי פועל וגדל במהלך 2019. הוסיפו אותן לחבילה הקיימת של פלטפורמות וטכנולוגיות שכבר מתפתחות או מוחלפות בפתרונות חדשים ומתוחכמים יותר המבוססים על AI ועל מכונות למידה ממוחשבת.
מעבר לטכנולוגיה, כל המגמות של השנה ממוקדות בלקוח - השימוש ב-AI ובצ'טבוטים, בארנקים אלקטרוניים, בביג דאטה ובבנקאות פתוחה - נועדו כולם לשפר את השירותים ולהפוך אותם לפרסונליים יותר ויותר, על מנת לספק את דרישות הלקוחות וציפיותיהם.
ככל שהטכנולוגיות ימשיכו להתפתח, המגמות של השנה יחליפו אסטרטגיות מיושנות יותר, ויובילו בסופו של דבר לפתרונות מתקדמים יותר לצרכן המודרני.
In 2019, financial institutions are getting more and more comfortable with digital technologies, digitizing processes, embracing big data and AI, and adopting new delivery methods beyond mobile to satisfy customer demand.
Although many of these technologies are not new, they dominate how the financial sector operates and grows in 2019. Add them to an already existing suite of platforms and technologies that either evolve or are replaced with new, more sophisticated solutions based on AI and machine learning. Beyond tech, all the trends of the year are customer-centric – the use of AI and chatbots, e-wallets, big data, and open banking are all meant to improve and personalize services to satisfy customer demands and expectations. As technologies continue to evolve, the trends of the year will replace outdated strategies and eventually lead to even more progressive solutions for the modern consumer
הצורך בחללי עבודה משותפים (coworking) גדל במהירות בכל רחבי העולם, ומעניקים יתרונות רבים הן לעובדים והן לעסקים ולחברות מכל סוג. במחקר זה נמנה את הגורמים המניעים את מהפכת חללי העבודה המשותפים ואת המגמות והחידושים הבולטים בשנת 2019
The coworking spaces revolution is driven by the need for affordable and flexible workspace that benefit both businesses and employees. Carmelon Digital Marketing research reveals the latest trends.
Employees thrive in coworking spaces and businesses enjoy a wealth of benefits too. Are coworking spaces a fad or a necessity
המחקר המעמיק שערכנו בנושא מגמות וחידושים במסחר האלקטרוני לשנת 2018 מציע תובנות מרתקות על המגמות החשובות ביותר בשנה הקרובה, כשעיקר המסקנות שעולות ממנה הוא שמסע הרכישה האלקטרוני הוא עניין מורכב, שיכול להתרחב גם מחוץ לגבולות הרשת, בצורת קניות בחנויות פיזיות. במקרה זה, התקשורת הרב-ערוצית היא אסטרטגיה חיונית מאוד, בהיותה מעודדת אינטראקציה בין הקמעונאים לקונים בכל הערוצים - מחזית החנות ועד למכשירים חכמים, מחשבים נייחים, מיילים, מוקדים טלפוניים, יישומים חכמים, ואפילו טלוויזיות חכמות.
בנוסף, המודל הסיני של מסחר אלקטרוני הוא דוגמה רבת עוצמה למה שניתן להשיג עם שילוב מדוייק בין מיתוג-מובייל-לקוח. סין מהווה דוגמה מרשימה גם לאופן שבו שימוש בביג דאטה וב- AIיכול להגביר את המכירות וההכנסות
The e-commerce purchase journey is complex, and it can expand offline. Here, omnichannel is the only strategy that makes sense as it fosters interaction between retailers and shoppers across all channels, from storefronts to smart devices and desktops, through emails, call centers, smartphone applications, and even smart TVs.
The Chinese e-commerce model is a powerful example of what is possible to achieve with the right mobile-branding-customer service combination. China also serves as an example of how using big data and AI can boost sales and revenues.
תהליך מכירת ורכישת רכב בדיגיטל, עובר בימים אלו מהפכה של ממש. לא עוד נתיב רכישה מסורתי של יצרן-סוחר-קונה, אלא התמקדות במובייל, באפליקציות ייעודיות, במדיה החברתית, ובקרוב גם שימוש בטכנולוגיות מציאות וירטואלית, מכוניות מחוברות ותקשורת רב-ערוצית בין רכבים
מחקר זה יבחן את המגמות הדיגיטליות של היום, יזהה מה הצרכנים רוצים, מה הוא מסע הרכישה שלהם, מה הם הערוצים הדיגיטליים העיקריים לצרכי מחקר, מידע ונתונים אחרים שיכולים לעזור למוכרים לזהות במהירות את הקהל שלהם ולהתחרות בשוק הרכב עם הכלים המדוייקים והאסטרטגיות הנכונות.
חלק ממגמות השיווק הדיגיטלי למלונות בשנת ב-2018 מתפתחות בקצב מהיר וייכנסו בקרוב לשימוש, בעוד שאחרות - כמו הקדימות הניתנת בתוצאות החיפוש לאתרים מותאמים למובייל (mobile-first) - הן כבר מציאות קיימת שאי אפשר להתעלם ממנה. אז במה צריך להתמקד? השנה, יותר מתמיד, המגמות המרכזיות בשיווק דיגיטלי למלונות מתמקדות בשגרירים החשובים ביותר של המלון שלכם: האורחים. אסטרטגיה שיווקית טובה ורלוונטית תבטיח שהאורחים שלכם ולקוחות פוטנציאליים נוספים יהיו מרוצים ושמחים.
הצלחתם של מנועי meta-search אינה מפתיעה: הם מאפשרים לצרכנים לחפש את העסקה הטובה ביותר בזמן קצר, באמצעות קיבוץ של מלונות, טיסות ושירותים נוספים באתר אחד. כך, הם מאפשרים לצרכנים לחסוך זמן וטרחה. האתרים כבר מזמן אינם מסתפקים בהצעת השוואת מחירים בלבד; והם מנסים לייצר ערך לצרכן – ומכירות עבורם – באמצעות תוכן, חוות דעת, התאמה אישית ושירות, כדי להתמודד עם מתחרים חדשים במעלה משפך המכירות.
Mobile First it is.
ההשקעה במובייל מחויבת המציאות. חווית המובייל אינה תרגום של חווית הדיגיטל הכללית שבאה לידי ביטוי בדסקטופ, אלא היא נשענת יותר על מידיות ולוקליזציה. יצירת חווית מובייל דורשת שימוש בפיצ'רים של הטלפון הנייד (כגון מצלמה), ומאפשרת לייצר קרבה, פרסונליזציה ונאמנות.
A “Mobile First” strategy is more important than ever. It requires more than merely transferring a general e-commerce experience into a mobile format as it is more instant and local, and it enables leveraging of the mobile device’s features, such as the camera. Proximity, personalization and loyalty are the three key themes for mobile in 2018.
החסם הגדול בשוק המסחר האלקטרוני, הלא הוא אפקט המיידיות של קבלת המוצרים שהזמנת, הולך ונעלם עקב תחכום גובר בשוק המשלוחים והלוגיסטיקה, והוא מפנה את המקום לאתגר ה"התנסות וההרגשה" של המוצרים טרם הקניה. שתי הסיבות הללו הן אולי ההסבר הפשוט ביותר לעלייתה של הקמעונאות חוצת-הערוצים, בה אונליין, מובייל, סושיאל, וחנויות פיזיות, כולם מתמזגים זה בזה לכדי חויית קניה שקופה ורציפה אחת, כאשר כל ערוץ ממנף את יכולותיו התחרותיות – ותומך, בו זמנית, בערוצים האחרים.
המסחר האלקטרוני איננו – ולא היה מעולם – רק "ערוץ מכירות", ובשנים האחרונות, חברות החלו להפנים זאת. "אל תחשבו על המסחר האלקטרוני כערוץ. זו דרכם של צרכנים לברר, לרכוש, לחוות מותגים, ואז, בסופו של דבר, לקבל אותם", אומר סנדי דגלאס, סמנכ"ל בכיר, קוקה-קולה צפון אמריקה.
ואכן, המסחר האלקטרוני הוא רכיב של קמעונאות חוצת-ערוצים. שחקנים פיזיים מבססים את נוכחותם הדיגיטלית, ומתחרים דיגיטליים מבססים נוכחות פיזית. הדבר בא לידי ביטוי בפעילות אינטנסיבית של מיזוגים ורכישות, כאשר הדוגמאות הבולטות הן רכישת הקמעונאית הפיזית Whole Foods Market ע"י Amazon, ורכישת Jet.com ע"י Walmart. יותר ויותר קמעונאים משתמשים בחנויות כאולמות תצוגה, התומכים בצורך של הקונים לגעת, לנסות ולמדוד לפני הרכישה המקוונת.
חברה שמעוניינת להצליח במסחר אלקטרוני תמנף ערוצים פיזיים ודיגיטליים כאחד, על מנת לספק חויית קניה שקופה ורציפה. חברה כזו תציע את "המחיר הטוב ביותר" תוך שימוש בטקטיקות כמו מינויים, קופונים, cashback, או נאמנות, ותציג את חוות הדעת של הלקוחות על פני הערוצים השונים. כמו כן, היא תציע משלוח חינם / מהיר / באיסוף עצמי.
הבנה של מסחר במדיה החברתית ובמובייל, שילוב בוטים ואינטליגנציה מלאכותית לתוך אלה, ופרסונליזציה, יסייעו לקמעונאיות לייצר יתרון תחרותי ויהפכו עם הזמן לגדר חובה.
אך יותר מכל, יש לזכור כי מסע הקניה אינו מורכב מערוצים; אלא, הלקוחות מעוניינים בחוויית קניה רצופה, למדוד ולנסות פריט בחנות ולרכוש אונליין, להשתמש במציאות מדומה ו/או רבודה, לקבל מידע על המוצר ולאסוף אותו מהחנות, ועוד.
As the immediacy of receiving the products you need becomes a non-issue in e-commerce due to increasingly smart logistics, the main challenge left is the desire to try or feel the products first. This might be the simplest explanation for the rise of omni-channel, where the online, mobile or social channels, and brick & mortar stores, are mixed into a seamless shopping experience, each leveraging its own virtues and supporting the other channels at the same time. E-commerce is not, nor has it ever been, merely a ͞sales channel͟, and companies have adapted to this notion. ͞Don’t think of e-commerce as a channel. It’s a way for consumers to research, to buy, to experience brands and then, ultimately, to have them have fulfilled͟, says Coca-Cola North America’s EVP Sandy Douglas. E-commerce, therefore, is becoming a component of omni-channel commerce. Brick & mortar competitors establish digital presence, and previously pure-play digital competitors establish a physical presence. Recent acquisitions have established the market’s dynamics even further – e.g., Amazon’s acquisition of Whole Foods Market, and Walmart’s acquisition of Jet.com and Bonobos. More retailers today use stores as display spaces that support the need to try out and try on prior to purchasing online.
אמאזון עשויה להיות ״משבשת התעשיות״ הגדולה של העשור האחרון, והיא ממציאה מחדש תעשיות באמצעות מסחר אלקטרוני, תוך שהיא שומרת על מיקוד אסטרטגי בלקוחותיה. דו״ח זה בוחן חלק מהטקטיקות בהן משתמשת אמאזון בתעשיות השונות.
Amazon might be the number 1 distributor of the last decade, re-inventing industries through Ecommerce, through a strategic focus on the customer. This report examines some of the tactics used by Amazon across industries.
חדירת הטכנולוגיה משפיעה על מצב השירותים הפיננסיים באופנים שונים:
• כלכלה שיתופית - מונעת על-ידי רשתות חברתיות
• התנהגות 'על הדרך' – מונעת מאורח חיים אינטנסיבי והצמיחה של טכנולוגיית המובייל
• החיפוש אחר נוחות –מונע מחיבוריות ("האינטרנט של הדברים" וטכנולוגיה לבישה)
ישנה צמיחה בזמן המושקע בשימוש במדיה חברתית בקרב משתמשי אינטרנט בעולם, אשר גורמת להגברת השיתוף והתנהגויות 'Peer to Peer' אשר יוצרות את כלכלת השיתוף.
בנוסף, שיעור חדירת המובייל העולמי מוסיף לצמוח וכתוצאה מכך נולדים פתרונות פיננסיים 'על הדרך' / מובייל. צמיחה בשיעור החדירה של טכנולוגיה לבישה מייצרת לחברות הזדמנויות נוספות.
בנוגע לאימוץ בנקאות אונליין ומובייל כיום, מדינות סקנדינביה מובילות עם שיעור חדירה של למעלה מ-80% של בנקאות אונליין. במדינות האיחוד האירופי, שיעור החדירה עומד על 49% ובמדינות אחרות, בהן ארה"ב, שיעור החדירה הינו מעל 50%.
אנו צופים כי שירותים פיננסיים במובייל יצמחו בשיעור מהיר יותר, כתוצאה מהצמיחה בפתרונות המוצעים באמצעות המובייל וכתוצאה מדרישה של אוכלוסיות צעירות יותר לפתרונות נוחים במיוחד. לפי Federal Reserve, בארה"ב, שיעור השימוש בבנקאות מובייל מוסיף לעלות אך עד כה טרם הגיע לשיעור של בנקאות אונליין, כאשר 43% מכלל בעלי הטלפונים הניידים ו-53% מבעלי הטלפונים החכמים המחזיקים בחשבון בנק, השתמשו בבנקאות מובייל בשנה שקדמה לסקר, בהשוואה ל-71% שהשתמשו בבנקאות מקוונת באמצעות מחשב שולחני, מחשב נייד או טאבלט באותה התקופה.
כיצד להשתמש בדיגיטל כדי לייצר צמיחה?
• בניית אמון באמצעות קשר אישי (תוך שימוש בפלטפורמות חברתיות), בעלות / מומחיות תוכן (שימוש בבלוגים, אתרי מיקרו וכו') וזיהוי נישות באמצעות שקיפות.
• הצעת נוחות. בזמן / במקום (שימוש במכשירים ניידים). שירות עצמי (שימוש במובייל, אונליין וטאבלט).
• הצעת פרסונליזציה. כלי אונליין / מובייל הניתנים להתאמה אישית, תצוגה ספציפית למכשיר (כמו
The high rate of technology penetration is affecting the state of financial services:
• Collaboration economy – driven by social media
• On the go behavior – driven by intensive lifestyles and the rise of mobile technology
• Convenience seeking – driven by connectivity (“the internet of things” and wearable technology)
Time spent on social networking by internet users worldwide is on the rise, causing more sharing and peer to peer behaviors resulting in the “collaboration economy”.
Global Mobile penetration continues to rise, giving birth to more on the go/ mobile financial solutions. Rising penetration of Wearable Technology offers opportunities for companies.
In the EU, online banking adoption rates are 49% in the EU, and in other countries, USA included, penetration surpassed 50%.
We expect Mobile financial services to grow at an accelerated rate, due to the increase in solutions offered through mobile devices as well as younger demographics demand for ultra-convenient solutions. According to the Federal Reserve, in the USA, use of mobile banking continues to rise but is yet to reach the rates of online banking: 43% of all mobile phone owners, and 53% of all smartphone owners with a bank account, had used mobile banking in the 12 months prior to the survey, compared to 71% who used online banking on a desktop, laptop or tablet computer in the same period.
נכון להיום, ישנם 2.8 מיליארד משתמשים במדיה החברתית (עליה של 21% משנה שעברה), שהם 37% מאוכלוסיית העולם. זאת בהשוואה ל-3.8 מיליארד אנשים, או 50% מאוכלוסיית העולם, שיש להם גישה לאינטרנט (מקור: GlobalWebIndex).
ב-2016, מדיה חברתית חוותה מספר שינויים שמשווקים צריכים לשים לב אליהם. השינוי המרכזי הראשון נוגע למגוון הרחב מתמיד של פלטפורמות מדיה חברתית, ולעלייתן של אפליקציות המסרים המיידיים. השינוי השני הנו שינויים בשימוש במובייל ובוידאו. השינוי השלישי – המהותי – הוא האינטגרציה של תכונות מדיה חברתית באתרי מסחר אונליין ובאתרי תוכן, או פיתוח ה"ליבה החברתית" באתרים.
העליה בחדירת המובייל ובשימוש בו הביאה לכך שאפליקציות מסרים מיידיים הנן חשובות מתמיד. ב-2016, 27% מהאוכלוסיה השתמשו במדיה החברתית מהמובייל – 1.97 מיליארד אנשים. ב-2017, 34% מאוכלוסיית העולם, או 2.55 מיליארד אנשים, השתמשו במדיה חברתית מהטלפונים הסלולריים שלהם – עלייה של 30% לעומת השנה הקודמת. אפליקציות מסרים מיידיים הנן פופולאריות במיוחד בקרב צעירים; סנאפצ'ט היא המובילה בקרב בני 12 עד 24.
בעקבות אפליקציות טרנדיות כמו סנאפצ'ט, פלטפורמות אחרות מאמצות טקטיקות של "סיפורים" ושל זמינות מוגבלת. פייסבוק היא אחת החברות שהגיבו לסנאפצ'ט באופן הנרחב ביותר, עם Stories של Instagram שבבעלותה, ועם האפשרות לשתף לזמן מוגבל תמונות וסרטונים דרך אפליקציית מסנג'ר שלה.
מהפכת המובייל אינה מוגבלת לטלפונים ולטבלטים: טכנולוגיה לבישה חודרת לתחום המדיה החברתית, משני כיוונים: מחד, פלטפורמות מדיה חברתית משיקות מכשירים מחוברים המיועדים להעלות תוכן לפלטפורמה (למשל, המשקפיים החכמים של Snap); מאידך, חברות טכנולוגיה לבישה כמו Nike, Fitbit משלבות רישות חברתי אך ללא פוקוס מיוחד על הנושא נכון להיום.
מגמת צריכת והעלאת הוידאו בולטת מתמיד. לאחר טרנד ה-360 מעלות, שנשלט על ידי YouTube של גוגל, ישנה צמיחה בטרנד הוידאו ה"לייב", אותו מובילה פייסבוק. החברה מקדמת את הוידאו "לייב" בין היתר באמצעות כפתור בולט באפליקציה שלה לוידאו מסוג זה. מעבר לתוכן, וידאו עשוי להוות את מנוע הצמיחה של המסחר באמצעות מדיה חברתית – שכן צרכנים מדווחים כבר היום על ההשפעה הרבה שיש לוידאו בו צפו במדיה החברתית, על החלטות הקניה שלהם.
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1. Travel & Hotel Meta Search
Trends & Innovation
Hamutal Schieber and Ruth Lewin-Chen, January 2018
2. Introduction
• Meta-search engines provide consumers a time-saving solution
for searching for the best deal, through aggregation of multiple
hotel, flight and other travel sources into one website.
• Traditionally, meta-search engines received commissions from
hotels, but today, some competitors pursuit the OTA (online
travel agency) model of direct booking.
• Price comparisons were the initial driver for the industry, but
today, competitors move beyond price, to add value through
content, personalization and service, but above all – reviews.
“Aggregation, aggregators, and meta have become huge… Users (are)
no longer going just to one place and expecting to get the best price”.
(HotelTonight on Why Last-Minute Bookings Are the Way to Go
PCMag.com August 1, 2017)
3. The Travel Market and Purchase Funnel
• Meta-search engines are usually “top of funnel”, while OTA’s are
further down the funnel.
Online search, social media and marketplace
companies: Google, Microsoft Bing, Yahoo, Baidu,
Facebook, Alibaba, and Amazon.
Hotel metasearch providers: Trivago, Kayak,
Ctrip.com International, Ltd., and
HotelsCombined
OTAs: Expedia, Inc., The Priceline Group, Inc. and
their subsidiaries, Tripadvisor.
Global hotel chains seeking to promote direct
bookings, boutique hotels, apartment rentals
Awareness
Interest
Action
• Priceline says it recognizes a trend to move up the funnel through
Google search strategy, reviews and content creation, while up the funnel
companies try to drive economics by moving down the funnel, e.g.
TripAdvisor with Instant Booking, to monetize the traffic.
4. The Travel Market and Purchase Funnel
• TripAdvisor demonstrates key success factors along the shopper’s journey:
5. Top of Funnel: Key Success Factors
Content
• Reviews
• Mobile
• Video
• Local
language
Data
• Social media
• Search
• Personalized
offers
Awareness
• advertising
• CRM
• WoM
6. Top of Funnel: Awareness
• Global search volumes for main OTA and meta-search competitors,
last 12 months (taken on Feb, 2018)
8. Top of Funnel: Awareness
• Statista checked the usage popularity of different platforms by US travelers,
used in order to compare fares.
• Expedia, tripadvisor, orbitz, priceline and kayak who were ranked at the top 5
by familiarity are also leading by usage.
9. Top of Funnel: Awareness
• Resources travelers used when selecting vacation accommodation worldwide
in 2016, by age (Statista)
52%
60%
54% 55%
47%
45%
36%
45%
30%
25%
20%
26%
23% 22%
16%
21%
19%
15%
11%
16%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
18-34 35-54 55+ Global
Shareofrespondents
Age
TripAdvisor Online travel agent Word-of-mouth Other travel review sites Content posted by friends/family
Source: TripAdvisor; Ipsos: Worldwide; June 21 to July 8 2016; 18 years and older; 36,444
10. Data at the Top of the Funnel
• One of the most important trends in the meta search industry is the availability of data
in the hands of Facebook, Baidu, Google, Apple, Alibaba, Amazon and others. This can
enable these competitors to leverage search, mobile and other aspects.
• Google has entered various aspects of the online travel market, including by establishing a
flight meta-search product (“Google Flights”) and a hotel meta-search business ("Hotel
Ads") that are growing rapidly, as well as its "Book on Google" reservation functionality.
11. Content at the Top of the Funnel
• Momondo, acquired by the Priceline Group, uses dynamic content to drive
additional conversions.
12. Industry Consolidation
• The digital travel industry experiences high consolidation rates.
– One of the leading groups is Expedia.com, a leading full service online travel
company with localized sites in 33 countries and the parent company of hotels.com,
Orbitz, Expedia, Trivago, HomeAway, Egencia and Travelocity.
– TripAdvisor, in addition to the flagship TripAdvisor brand, manages and operates
23 other travel media brands.
• In 2017, new markets, and deeper penetration into the flight meta-search business,
seem to be the motivations for M&A activity.
– Priceline Group (owner of Kayak) in July 2017 paid about $550m of international
cash to close Momondo acquisition. The company expects the acquisition to have
materially accretive impact to KAYAK's results and to help KAYAK accelerate its
international growth and build its scale in the meta-search channel.
– Ctrip, a Chinese travel company, acquired SkyScanner, to gain foothold in Europe.
13. Expansion of Services
• Meta-search engines move from offering only hotels or flights, to offering
both, and many went on to offer attractions, car rentals and other services.
• However, it seems that most of the traditional hotel meta-search players are
yet to find success from products beyond hotels.
• A Statista survey that was
conducted on April 2017 found
that 73% of travelers in the USA,
book flights through airline
websites, followed by 59% who
use online travel agencies.
• Far behind, 27% of travelers use
meta search engines such as
skyscanner.com and 15% book
through brick and mortar travel
agencies.
14. Monetization Strategies: TripAdvisor
• TripAdvisor says many people are just “looking around” and not ready to
book; and the challenge is to monetize these people.
Source: Liberty Interactive Corp Investor Meeting - Final
FD (Fair Disclosure) Wire November 16, 2017;
TripAdvisor
“570 million reviews, an enormous
amount of flow. And shame on us, if
we can't find a way to monetize that.”
GREGORY B. MAFFEI, Liberty Media
15. Monetization Strategies: TripAdvisor
• Currently, the company has 2
monetization strategies for “middle
of the funnel” visitors: CPM
(>$100mn business) and Hotel
Business Listing Subscriptions (also
> $100mn). Other initiatives include
a new discovery product for
restaurants - TripAdvisor Ads. And
so, in order to appear on the 1st
page of TripAdvisor, a restaurant
owner can either build a better
reputation – or buy a click to the
restaurant page.
• The company plans to do the same
for hotels.
16. Monetization Strategies: TripAdvisor
• “Instant booking is a minority of our total auction revenues. So meta is still by far the
larger revenue stream.”
• In addition to offering Instant Booking, TripAdvisor has expanded into non-hotel
segment offering.
17. Monetization Strategies: Priceline
• Priceline, which is an OTA, sees its
comprehensive inventory as a
competitive advantage, which would
be hard for meta-search sites to
achieve. The company notes that in
markets outside of the USA, the
company’s share of independent hotels
is very high.
• Priceline considers meta-search to be
the most convenient way for
consumers to search for travel
products. The company competes with
TripAdvisor and Trivago directly,
through Kayak and now, Momondo.
• It also have a strategic partnership with
Ctrip, the #1 online travel company in
China.
9.48
16.91
23.37
33.3
43.64
47.97
58.64
4.17
4.75
5.09
5.87
6.66
7.56
9.45
0
10
20
30
40
50
60
70
80
2010 2011 2012 2013 2014 2015 2016
GrossbookingsinbillionU.S.
dollars
International Domestic
Gross bookings of Priceline Group worldwide from
2010 to 2016, by region (in billion $ U.S.)
Revenue of Priceline Group worldwide from 2007 to 2016
(in billion U.S. dollars)
1.41
1.88
2.34
3.08
4.36
5.26
6.79
8.44
9.22
10.74
0
2
4
6
8
10
12
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
RevenueinbillionU.S.dollars
18. Monetization Strategies: Kayak
• Kayak offers “compare vs. Kayak” to encourage travelers not to leave the site,
and drive them further down the funnel.
19. Monetization Strategy: Kayak
• KAYAK derives revenues from sending referrals to OTCs and travel service
providers and from advertising placements on its websites and mobile apps.
KAYAK offers its services in approximately 40 countries, with the United States
being its largest market.
20. Monetization Strategy: Lastminute.com
• Lastminute.com opened a media business called “The Travel People”, aiming to become
“a publisher, rather than a brand”. The company’s OTA sites across Europe work as
content hubs, around the concept of “Travel People”. Video content is a special focus
for the internal hubs.
• While Lastminute.com will develop slightly different "personalities" in different countries
through microsites, these will all tie in to the brand's main strategy.
• The company also acquired Hotelscan, to broaden its offering by adding more
accommodation providers. Its main brand Jetcost, is primarily focused on flights.
21. Mobile Strategy
• Mobile is rising as part of the seamless digital
experience. “Many, many consumers are going back
and forth, back and forth. They look on their mobile,
and then they go home, they use their desktop”
(Glenn Fogel, CEO, Priceline)
Momondo (part of the Priceline
Group) mobile apps for flights
Priceline’s apps, including a
smart watch app
22. Mobile Strategy
• TripAdvisor is driving conversion on mobile. In Q3 2017 “we were close to
50% growth in our revenue from phone”, said Stephen Kaufer, President and
CEO.
23. Customer Service
• Companies find that, despite the buzz around AI and bots, people still want to
talk to a real person.
• HotelTonight has automated a
concierge service for its guests in
major markets: HT Pro. “The pro can
help you with everything from 'tell me
the cool coffee shop,' to 'where do I
want to go for dinner,' to 'can you just
call the hotel and make sure
housekeeping comes,' or 'can you get
me more towels.' And it's all just a chat
interface.”
24. Voice & Artificial Intelligence
• SnapTravel aims to find you a hotel based on your budget and preferences via SMS,
Facebook Messenger or Slack. It uses a combination of artificial and human intelligence
to search Expedia, Priceline and more than 100 other sites for the best deal, and claims
to have “secret deals” of its own. The chat also enables speaking to a real human.
• Google uses AI to recommend better deals for hotels and flights.
25. Voice & Artificial Intelligence
• Skyscanner’s Cortana skill includes the ability to ask about indicative pricing on any
flight route, in addition to the best time to book routes, and live flight status
information.
• Skyscanner has become a pioneer in the bots and conversational search space, having
been among the first to launch chat bots on both Facebook’s Messenger platform and
Skype, as well as on Amazon’s Alexa voice service (in 2016).
27. Hotel Tools
• Trivago, Priceline, Tripadvisor and Expedia all offer hotel management tools,
to deepen their ties with hotel partners as well as to drive revenue. Tripadvisor
offers a “Storyboard” function for “attention grabbing” presentation.
https://www.trivago.com/hotelmanager/
28. Meta Search Key Success Factors
Convenience
• Mobile apps
• Global aggregation
of real-time hotel /
flight supply
• Tailored hotel/
flight/ attraction
search functions
• Wide selection of
both chains and
independent hotels
/ attractions
• Service – inc. chats,
AI, Voice
Price
• Transparent price
comparison
• Best price
guarantee
• Price alerts
Content
• Verified reviews
• Easy to use
information
• Expert content
• Personalization
• Ongoing content
marketing
Hotelier /
Restaurateur Tools
• Advertising options
• Profile
management and
enhancement
• Ability to add
dynamic / video
profiles
• Data and
intelligence
29. Thank You!
The research was conducted by: Ruth Lewin Chen, Hamutal Schieber
Schieber Research | Market Research & Competitive Intelligence
www.researchci.com | hamutal@researchci.com
More articles and researches on Carmelon Digital
Marketing website:
http://www.carmelon-digital.com