2014 feb 26 brussel ecommerce summit

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TITEL

THE SMURFS GLOBAL

E-MPIRE

26 Feb. 2014

Dennis Van Allemeersch

CEO Hotel Booker

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A STORY FROM THE

TRENCHES OF

INTERNATIONAL

EXPANSION

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Online

Travel

Agency

2002

~110

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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

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“More

frequent

breaks: your

moment,

with more

value for

money”

“Best valued

Top 3 player

in the

European

market for

short

vacations”

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Succesfull ????

HS NL HS BE HS Scand HA NL BS

Bookings

-6%

Net Margin

+1610%

International

sites bookings

20%

vs.

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What should we smurf ???

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Source: OC&C Strategy Consultants, 2013

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STRATEGY

• Same platform

• Same brand name • Similar perception

as Booking.com

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4 future business

models are emerging,

we decided where to

play …

Source: Shopping2020

STRATEGY - ∆

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4 future business

models are emerging,

we decided where to

play …

Source: Shopping2020

STRATEGY - ∆

We arrange extra’s <=

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PREPARE – Prioritise markets

After NL, rolled out

in neighbouring

countries

BE/DK/SE/NO

size potential

limited

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Prioritisation - ∆

Soft launch 13/02/2014, full market launch 03/03/2014

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LAUNCH – Last mile solution

Same

platform Devil in detail:

Content mngt.

in different

languages

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Last mile solution - ∆

Increased # releases

from 5 to 17 p.a.

Machine

translation

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LAUNCH – Scalable payments

No local

payment options

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Scalable payments solution - ∆

End January 2014 => Adyen implementation

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GROW – Localise

…

Déjà vu

…

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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

SEA CM

Country

2

Country

1

Country

3

Country

x

Country marketeer feeds

Functional specialists

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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.

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Invest - ∆

=> 10.5% of 2014 budget

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Loose timidity, think BIG & BOLD instead of

cramped & narrow minded, take ACTION, become

@-ntrepreneurial, and …

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