This document discusses strategies to increase tourism to Guam during slow seasons. It proposes three strategies: 1) A "Perfect Destinations" marketing campaign targeting South Korea and Japan to promote Guam as an affordable nearby destination. 2) Distributing a survey to partners to improve communication. 3) Creating presentation decks to easily promote Guam to partners. The goal is to boost weekly room bookings to 4500 nights during October using targeted promotions and better partner relationships.

1. GUAM DURING SLOW SEASONS SHAE MAEDA

2. TABLE OF CONTENTS
1. Background and Objectives
2. Strategy 1: “Perfect Destinations” Campaign
3. Strategy 2: Survey
4. Strategy 3: Decks
5. Conclusion
6. Appendix

3. 0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
J AN FEB M AR AP R M AY J UN J UL AUG S EP O CT N O V DEC
2014
2015
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
J AN FEB M AR AP R M AY J UN J UL AUG S EP O CT N O V DEC
2014
2013
POINT OF SALE SHARE
(2015 YTD)
MONTHLY TOTAL ARRIVALS
(2014 – 2015)
EAN
16%
South
Korea
38%
Japan
28%
USA
13%
Hong Kong
2%
China
2% Taiwan
1%
37.1%
YOY GROWTH
MONTHLY ROOM NIGHTS (STAY-BASED)
(2013 - 2014)
GUAM IS APPROACHING SLOW SEASON DURING FALL
• September to November is a slow season due to decrease in room nights (stay-based) from Expedia data and flight arrivals on a macro level.
• South Korea and Japan are the top 2 POS share. Therefore, I aim to focus on these two countries for the campaign.
Source: Guam Visitors Bureau

4. LAUNCH A NEAR DESTINATION CAMPAIGN TO BOOST
WEEKLY ROOM NIGHT BOOKINGS TO 4500
START DEAL
SOURCING 8/13
COMMUNICATION
WITH
MARKETING/EAN
LAUNCH
CAMPAIGN 10/1
FEEDBACK TO
HOTELS AND
MARKETING TEAMS
PERFECT
DESTINATIONS
IN 3 HOURS
10/1 – 10/18
• Pitched idea to Natsu-san, and our goal is to increase bookings during October by promoting Guam as a perfect affordable, nearby-destination.
• Goal: Boost bookings to 4500 weekly room nights (total of) based on 2015 weekly booking trends
JP site
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
3/ 30 4/ 30 5/ 31 6/ 30 7/ 31
WEEKLY ROOM NIGHTS (BOOK-BASED)
(2015 YTD)
DENA Travel
Hotel N Joy

5. REACH A WIDE VARIETY AUDIENCE BY SOURCING MULTIPLE
DEALS AND MARKETING TACTICS
• In general, customers are divided into 3 tiers based on their consideration attitude towards vacations (source: Natsu-san).
• In order to target all 3 tiers, I would source Deal of the Day and communicate with the marketing team to put efforts into Content Marketing.
SEM and META specialists
Email Marketing & Online
Banner Creation
DEAL SOURCE (LPS)
PR and Social Media
TEAMS INVOLVED:

6. SURVEY: https://shae2.typeform.com/to/tpk1rH
COLLECT A SURVEY FROM PARTNERS TO IMPROVE RELATIONSHIP
• Goal: Gain insight into partner’s preferred method of communication, goals and expectations of Expedia
• The survey contains 5 questions and can be distributed with a URL (aim to collect responses during slow season)

7. CREATE DECKS TO PITCH EASILY OR MASS DISTRIBUTE TO
PARTNERS
• Goal: Create visual aids to enhance promotional pitches to partners, while being efficient and scalable for other markets to use
• Distribution can be done through email or ClearSlide, and multiple markets can utilize these decks.

8. SEASONAL CAMPAIGN “JOIN A SEASONAL CAMPAIGN IN MINUTES!”
How to “Join A Campaign”!
1. Log in to Expedia Partner Central
2. Hover mouse on “Promotions”
tab
3. Click on “Join A Campaign” to
view seasonal sales
4. Select any campaign that you
would like to participate in by
clicking “Join this Campaign”
5. Review details and confirm -
You’re done!
Benefits for your hotel
 Higher sort order on landing
page (more hotel exposure!)
 Competitive pricing in the
market
 Participate in current
campaigns at Expedia within
minutes!
NEXT MONTH’S CAMPAIGN!
• Goal: Send this out to hotels before every season to increase participation for seasonal campaigns
• Scalable and easy for MMs to update, while aiming to have hotels set up their own promotions in the future

9. 最もポピュラーなセー
ル。
各セールの特集ページで
掲載されるだけではな
く、エリア別ホテル検索
ページでもプロモーショ
ンタグで他の施設様と比
べて目立った露出。
季節限定・
フラッシュセール
世界中のオンライ
ン・オフライン広告
での露出。
アプリユーザー限定のプ
ロモーション。
現在、国内全体の18％
の予約がモバイル経由。
3000万人の会員にメールマ
ガジンにて配信(モバイル会
員含む)。
メルマガ会員とモバイル
ユーザー限定ですので、そ
の他のお客様には非表示。
会員限定
プロモーション
ダイナミックパッケージの（DP)
お客様向けのプロモーション。
DPの平均泊数･リードタイムがホ
テル単体よりも長く、変更・キャ
ンセル率が低いのが特徴。
ホテル単体の料金は非開示。
ダイナミックパッケージ
（ホテル＋航空券）
モバイル限定
一日でお部屋を埋めたい！ 決まった期間にお部屋を売りたい！
Expediaと
Hotels.com各国向
けのサイトでエリア
検索結果の最上位を
確約。
本日のお得情報とし
て掲載。
掲載順位・ホテル検索
のページで目立ちま
す。
プロモーションタグ
（季節限定、早期予
約、連泊）の表示でお
得感を。
24時間
プロモーション
基本
プロモーション
一日限定
プロモーション
Deal of the Day
限定したお客様にお部屋を売りたい！
CREATE THE PERFECT DEAL (JAPANESE VERSION)
• This 1-pager can be used to explain to partners various promotions that Expedia offers during visits, through email, or conference calls.
• Easy to visually pin-point benefits of each promotion, and how much exposure they will gain.
モバイル限定
プロモーション

10. WHICH PROMOTION SHOULD MY HOTEL PARTICIPATE IN?
Type of Promotion Flash Sales
48 hour, 72 hour, 101
hour
Seasonal Sale Members Only Deal Deal of the Day Mobile Exclusive
Guidelines • Minimum 20%
• Discount Exclusive to
Expedia
• Minimum 20% • Minimum 50% • Minimum 20% • Minimum 5%
Book Dates 5 days (Approximately) Approximately 3 months
(Spring・Summer・Fall・
Winter)
Beginning of every month
for 7 days (varies)
1 – 5 days
(Approximately)
Travel Dates Sale start day up to 4
months
Sale start day up to 4
months
Sale start day up to 1 month
※required (extension
possible)
Book date up to more than
1 month ※required
(extension possible)
Marketing & Social Media Blog
4.36K Followers
5.27M Likes
45.9K Followers 1,193 Subscribers
9.5M Views
Mail Subscriptions
7,500,000 subscribers
EXPEDIA: WHICH PROMOTION IS RIGHT FOR MY HOTEL?
• This 1-pager can be used to differentiate guidelines and promotion details to partners during visits, through email, or conference calls.
• Clearly presents benefits of each promotion, while showcasing Expedia’s social media presence on multiple platforms.

11. プロモーション名 フラッシュ・セール
24・48・72 ・101時間
シーズナル・セール
（季節限定）
会員限定
プロモーション
Deal of the Day
一日限り
モバイル限定
プロモーション条件 最低 20%以上の割引
エクスペディアで限定の料金
をご提供いただく事
※必須条件
最低 20%以上の割引 1泊から50％オフ
※必須条件
最低10％以上の割引 最低５％以上の割引
【予約期間】 約５日間 約3ヶ月（春・夏・秋・冬
に実施）
毎月上旬約7日間
（予定）
最短1日間～5日間
（目安）
【宿泊期間】 セール開始日～4ヶ月先以上 セール開始日～4ヶ月先以
上
セール開始日～1ヶ月後
まで※必須条件
（延長可能）
予約日～1ヶ月以上
※必須条件
Marketing & Social Media Blog
4000 フォロー
5270万 いいね！
45,911 フォロー
1,193 チャンネル登録者
9500万 視聴回数
メール会員
メール会員人数 7,500,000
【エクスペディア】プロモーション内容
• This deck is the Japanese version of the previous slide with guidelines of Expedia promotions while also showcasing social media presence.
• I created this with the objective for use by other markets in Japan as well as Micronesia.

12. HOW WILL THIS CHANGE THE OVERALL PICTURE?
• Through the Perfect Destinations campaign, survey, and decks, I aim to increase overall productivity in Guam during slow seasons.
• Communicating with partners during slow seasons and having the tools to do so can create benefits onward into peak seasons.

13. THANK YOU!

14. 2015: GUAM PRODUCTION FROM EXPEDIA
• 70% YOY Growth YTD
• 28% Flight+Hotel Dynamic Package Booking Share
• Balanced booking window distribution from customers
Avg.
Booking
Window
Avg.
Length
of Stay
Avg.
ADR
(USD)
Room
Night
Share
(%)
Flight + Hotel 63.0 3.4 216 28
Hotel Only 51.0 2.8 201 72
Booking Window Range
(Days)
Room Night
Share (%)
0-14 25
15-30 18
31-60 21
61-90 14
91+ 21
Monthly Room Nights (Book-Based)
(2014-15 YTD)
Package and Hotel Only Booking Comparison (2015 YTD)
Booking Window Range
(2015 YTD)
Point of Sale Share
(2015 YTD)
Monthly Room Nights (Stay-Based)
(2015 YTD)
Data taken: 8/6/2015
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
South Korea
Japan
Affiliate Sites
USA
2015
2014
EAN
16%
South
Korea
38%
Japan
28%
USA
13%
Hong Kong
2%
China
2%
Taiwan
1%
2014
October Nov Dec
Avg. booking
window
40.3 35.5 17.6
Slow Season Avg. Booking Window
(2014)

15. APPENDIX: HOW WILL YOU PRIORITIZE HOTELS?

16. HOW I WOULD PITCH THE CAMPAIGN TO HOTELS?
Advantages to the Hotel
 Lead Time compared to offline agents
 Lower cancellation rates (Expedia offers dynamic package)
 December – Flash sales can be an option
 ADR may be higher compared to offline agents
 High exposure during slow season
Flexibility in Campaign details
Black Out dates possible
Restrictions possible
 Minimum nights (ie 3 night stay, ~% off)
 Run of House (room types)
 Value adds
2014
Oct Nov Dec
Avg. booking
window
40.3 35.5 17.6
Slow Season Avg. Booking Window (2014)
• Introduce the benefits to the hotel for participating and that they can tailor the restrictions to their liking.

17. 3/30 4/6 4/13 4/20 4/27 5/4 5/11 5/18 5/25 6/1 6/8 6/15 6/22 6/29 7/6 7/13 7/20 7/27 8/3
2209 3193 2551 2011 2552 3148 3105 3196 2427 2855 3020 3448 4164 4399 3979 4055 4014 3936 3587
WEEKLY ROOM NIGHTS FROM MARCH - AUGUST (2015 YTD)
I chose to look at April 2015 onward for weekly room nights because Ken
Corp was acquired in April/May 2014, which is a big factor in YoY growth. I
was told that this acquisition greatly changed the landscape of the Guam
market, because it increased inventory greatly. Therefore, comparing YoY
growth from 2014 may not be the best way to predict the success of the
campaign.
Lastly, I have kept in mind that there are many factors that effect number
of bookings. Thus, this may not be the most accurate way to calculate it,
but this is a rough estimation based on looking at trends in 2015.
0
500
1000
1500
2000
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3000
3500
4000
4500
5000
WEEKLY ROOM NIGHTS (2015 YTD)
APPENDIX: 4500 ROOM NIGHT BOOST LOGIC

18. APPENDIX: MONTHLY ROOM NIGHTS YOY GROWTH
MONTHLY ROOM NIGHTS (BOOK-BASED)
(2013 - 2015)
I looked at the YoY growth (book-based) in April and May of 2013 to 2015. Then, I took
the average of those two months to have an idea for predicting the increase in
bookings from this campaign.
I chose April and May because they are also relatively slow seasons, similar to October.
Lastly, I have kept in mind that there are many factors that effect number of bookings.
Ken Corp was acquired in April/May 2014, which could also have been a big factor in
YoY growth. Thus, this may not be the most accurate way to calculate it, but this is a
rough estimation.
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2013
2014
2015
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2013 5259 4663 5246 4687 4581 4902 6848 7068 6319 5857 5505 4204
2014 7370 6323 6991 5860 6903 8457 7972 6765 7278 8432 6412 7380
2015 10947 9763 11706 10935 12960 15068 17835
YoY GROWTH April May Average
2013-2014 25.0% 50.7% 37.9%
2014-2015 86.6% 87.7% 87.2%

19. Onward Beach Hotel Promotions in 2014 (September – November)
Onward Beach Hotel Promotions in 2013 (September – November)
APPENDIX: ONWARD BEACH HOTEL
Onward Beach Hotel participates in flash sales such as 101 hour sale most
frequently out of Guam hotels. Thus, I used this hotel’s production for 2014 as
a way to predict the success of the campaign. There are peaks in production
after 101 hour sales in 9/8 - 9/12 and 11/17- 11/21.

20. APPENDIX: VACATION DAY DATA
The campaign idea developed as Natsu-san and I were discussing how
Japanese people spend their annual vacation days. Studies discovered
many people don’t take advantage of it, and even if they do, they only
take short vacations. Thus, Guam is a perfect destination for a close and
short getaway.

21. APPENDIX: NATIONAL HOLIDAYS IN JAPAN (SEP – DEC 2015)
Japan
21-SepMonday Respect for the Aged Day National holiday
22-SepTuesday Bridge Public holiday National holiday
23-SepWednesday September equinox Season
23-SepWednesday Autumn Equinox National holiday
12-OctMonday Sports Day National holiday
3-NovTuesday Culture Day National holiday
15-NovSunday 7-5-3 Day Observance
23-NovMonday Labor Thanksgiving Day National holiday
22-DecTuesday December Solstice Season
23-DecWednesday Emperor's Birthday National holiday
25-DecFriday Christmas Observance
31-DecThursday December 31 Bank Holiday Bank holiday