Phil Jones, VP of Support & Development
Andres Lezcano, Sales/Support Specialist
Angela Margolit, President
Agenda
Industry Overview OTAs
Rental Agreements Currency
Counter Products
Q & A
ITA - office of travel and tourism industries YEAR-TO-DATE 2014
NUMBER OF %
COUNTRY OF RESIDENCE ARRIVALS CHANGE
CANADA 21,487,818 -1.4
MEXICO 15,574,062 20.1
UNITED KINGDOM 3,658,297 3.1
JAPAN 3,298,629 -3.3
PEOPLE'S REPUBLIC OF CHINA (EXCL HK) 2,041,798 21.2
BRAZIL 2,002,304 9.7
GERMANY 1,829,167 2.4
FRANCE 1,513,928 8.6
SOUTH KOREA 1,317,564 6.4
AUSTRALIA 1,152,150 5.5
INDIA 899,122 11.9
ITALY 844,263 11.3
COLOMBIA 769,828 19.2
SPAIN 640,445 12.8
ARGENTINA 635,819 1.0
NETHERLANDS 572,337 4.0
VENEZUELA 542,937 -21.3
SWEDEN 482,934 13.8
SWITZERLAND 448,975 3.0
ROC (TAIWAN) 387,324 7.3
TOTAL TOP 20 FOR Y-T-D 60,099,701 6.2
Total Overseas Visitors: 1999 - 24,466,187 2000 - 25,974,701 06.2% 2001 - 21,832,868 -15.9% 2002 - 19,116,707 -12.4% 2003 - 18,026,213 -05.7% 2004 - 20,322,257 12.7% 2005 - 21,678,528 06.7% 2006 - 21,668,290 00.0% 2007 - 23,892,277 10.3% 2008 - 25,341,451 06.1% 2009 - 23,756,184 -06.3% 2010 - 26,362,616 11.0% 2011 - 27,883,157 05.8% 2012 - 29,761,038 06.7% 2013 - 32,040,423 07.7%
ITA - office of travel and tourism industries
Book from anywhere…
Online booking has never been easier
How can I take advantage
of this business and get
reservations for MY cars?
• Identify your target market(s) you’d like to attract
• Maintain a website that can accept reservations from international customers
• Consider buying additional domain records for your website (.ca, .co.uk etc.) so users in these countries can find you more easily
• Promote your site through search engine optimization (SEO)
• Make sure your business can be found on popular travel sites
• Manage your rates effectively to attract internet shoppers
What technology is available?
• Invest in your website to take reservations that feed directly into your database
• Many car rental software systems have available interfaces to web based reservation systems such as Expedia, Kayak, PriceLine
• Companies like TravelClick, Rate Gain, and Rate Highway can help you manage your rates
Bluebird and RezPower
• Offers you a path to online reservations from domestic and international travelers
• Supports over 25 networks including the GDS systems (Worldspan, Sabre, Galileo, Amadeus) Kayak, CarRentals, Expedia, Orbitz and many more…
Shopper Website • Expedia • Orbitz • Priceline • .com
Rate Mgmt • Shops
competitors rates
• Makes adjustments
RezPower • Publishes rates • Monitors
utilization • Sends
reservations
RentWorks • Provides
utilization • Accepts
reservations
How it comes together
Start a to-do checklist
Have an attractive website that is easy to use
Allow customers to make reservations on the website
Promote the website and make sure it can be found
Be prepared to adjust and adapt to find a winning strategy
Talk to my software vendor to see what they can do to help attract new business
Track the results of your efforts
What is Your Unique Value
Proposition?
The Promise of Distinctive Benefits
Leveraging Strengths & Resources to Deliver Exceptional Value. Price - Rates Convenience - Location Product - Fleet Mix Service – Rental Experience -The Cornerstone of Your Marketing Strategy -
The Impactful Value Proposition
Clear Consistent Concise Unique Targeted Socially Endorsed
Putting It All Together
“At XYZ, renter satisfaction through expedient service is our # 1 priority. Find out why 94% of our international customers recommend XYZ to their friends and family”.
Broadening Your Customer Base
Global Indicators
Content marketing generates 3 times more leads than traditional outbound marketing, but costs 62% less. Globally, 46% of consumers with a digital device used social media to help make purchase decisions. November 2014 YouTube has become the 2nd Largest Search Engine – bigger than Bing, Yahoo, Ask & AOL combined.
38% of leisure travelers and 57% of business travelers use mobile for travel information (Google)
Compelling Stats
International Digital Marketing Plan
Digital Marketing Strategies, Tips &
Deployments
• Web site: branded, user & SEO friendly
• Generic Top-Level Domains vs. Country Code Top-Level Domains
• Language content: created vs. translated
Automated translation vs. Manual
• Use a “call to action” and an International Toll Free number
• Branded Videos
• Mobile Optimized site vs. app
• Rates in local currency
• Fleet images & Specs
SEO – Search Engine Optimization
• Optimization = Organic Traffic • Keyword Research • Country Targeting vs. Language Targeting • Onpage: Content & Site Optimization • Offpage: Link-building • Social: Twitter & Facebook • Submit to US based Search Engines
PPC - Pay Per Click -
AdWords/ Yahoo / MS Ad Center
• Instant Results/ Pay for performance/targeted • KW & Adcopy - vernacular nuances • Big Brands Competitive bidding on KW’s • Monthly Budget Parameters • Managing PPC platform settings and options
Other Online Strategies &
Deployments
• LOCAL Google Places – International • Blogs • Online Reviews: Google places, review centre UK,
TrustPilot • Online Alliances: US based Travel Websites with
Synergy • RAC Online Travel Agents & RAC Aggregators
Social Media
Facebook YouTube Twitter Ask.fm Instagram Pinterest Linked In Tumbler Google Plus
Practices & Policies
Signage - Language Options Staff - Bilingual / Multi-Lingual Payment Methods Accepted Deposit Requirements Ancillary Products – Packages All Inclusive Rates Referral Program Loyalty Program
Tech Tools at the Counter
Signature Pads & Driver License Cameras
Currency Conversion
Rental Agreements
Signature Pads
Drivers License Cameras
Currency Conversion
Contracts & Receipts
Thank you!