Online Distribution: How to Sell More to the Evolving Traveller Bryan Lip, Senior Director Partnerships & Global Head of Search, Expedia EAN
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Dec 18, 2014
Source the right inventory, manage your distribution channels, prove your marketing works and grow your upsell revenues
Travel companies are always striving for growth whilst driving down their costs. Find out about revenue-generating tactics you can immediately employ to sell more to your digitally evolving consumer in a cost-effective, highly scalable, and fast way.
Analyze how your customer profile is evolving – know where they are spending their time, understand their respective purchasing patterns, and learn to adapt your product offering accordingly
Get a handle on what lucrative new product offerings exist in the new, always-connected consumer journey
Optimize your purchase funnel: Explore ways of differentiating your product online in order to ensure that you are still optimally turning ‘lookers’ into ‘bookers’
Learn how to tally real-time hotel inventory and pricing with marketing campaigns to satisfy consumer demand for up-to-the-minute information, and capitalize on rapidly evolving market conditions
Explore the increasing value of the North American business traveller and tap into current lingo and labels, including the ‘staycation’ and ‘bus-cation’
Travel companies are always striving for growth whilst driving down their costs. Find out about revenue-generating tactics you can immediately employ to sell more to your digitally evolving consumer in a cost-effective, highly scalable, and fast way.
Analyze how your customer profile is evolving – know where they are spending their time, understand their respective purchasing patterns, and learn to adapt your product offering accordingly
Get a handle on what lucrative new product offerings exist in the new, always-connected consumer journey
Optimize your purchase funnel: Explore ways of differentiating your product online in order to ensure that you are still optimally turning ‘lookers’ into ‘bookers’
Learn how to tally real-time hotel inventory and pricing with marketing campaigns to satisfy consumer demand for up-to-the-minute information, and capitalize on rapidly evolving market conditions
Explore the increasing value of the North American business traveller and tap into current lingo and labels, including the ‘staycation’ and ‘bus-cation’
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Transcript
Online Distribution:How to Sell More to the Evolving Traveller Bryan Lip, Senior Director Partnerships & Global Head of Search, Expedia EAN
http://www.youtube.com/watch?v=ThzdsnXeE28
Consumers & Attitudes are evolving…
Social
Experiential
Access
http://www.youtube.com/watch?v=ThzdsnXeE28
EvolvingConsumers
Multi ProngedDemandGenerationStrategy
Diversified Demand Generation
Expedia Technology Group
Option A
Lodging Partner Services
Evolving in different ways around the worldDomestic, Global, Methods of Payments, where and how they buy
Growth, Costs,Evolving Consumer
Growth, Costs & Consumers
Moving to new demand generation channels, lifetime value, loyaltyAssisting partners move into new demand generation channels, Expedia EAN as consultants
Changing face of the consumer varies globallyMeta Search, Re-targeting, Analytics & abandons, Price elasticity, Offline
How to react to the increasing cost of acquisition?Adwords costs up 30% YoY, falling average position, SEO is tough, evolve or die
Quality ContentIn the local language of the consumer…
What’s more engaging?
Highly pixelated, out of date (Competitor)
High Resolution(Expedia EAN)
Driving incrementalitySometimes the simple things can work…
Sort Algorithm
11%Relevant hotels Right consumer Right time
EveryDeviceEveryWhere
Being everywhere?
HotelTonight, HotelQuicklyAn example of a re-engagement strategy, vouchers and ‘inspiration’
Consumer Purchasing TrendsIn destination, for example 50% of Las Vegas is in destination, mobile.
Expedia, Hotels.com & EAN hedge strategy – being everything?Only 26 apps, how many of those are travel? Acquisition into lower cost repeat channels
Contact Information:Bryan Lip, Senior Director Partnerships & Global Head of Search
email: [email protected] facebook.com/ExpediaAffiliateNetworkweb: www.ean.com blog.expediaaffiliate.com / phone: 508.654.7290
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