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4 October 2018
Grow your Ayrshire tourism
business internationallyThe importance of building an international mix
Associate Market Managers
Maggie Anderson & James Archer
2
IntroductionWho are we and what are our goals?
Expedia Local ExpertHow is Expedia relevant to you?
Market OverviewWhat are we seeing in the market?
3
James ArcherMaggie Anderson
• Associate Market Manager
• 12+ years Hospitality Experience
• Associate Market Manager
• 5+ years Tourism Experience
Consultative Approach
Local MarketExpert
Most Visible OTA in Scotland
Helping you grow your business
5
Expedia Edinburgh office
2010 2011 2013 20152014 2016 2017 2018
© 2018 Expedia, Inc. All rights reserved.
What is Expedia Group?
© 2018 Expedia, Inc. All rights reserved. Confidential and proprietary.
7
We are the world’s travel platform. Our purpose is to bring the world within reach.
Who is Expedia Group?
312Mroom nights up 16% YoY
675M+ monthly site
visits
69M+loyalty members
$1.3Btechnology investments
$5.2Bmarketing investments
150+ car rentals
25k+tours and activities
Dozenscruise lines
590K+ properties and
1.5M vacation rentals
550+ airlines
Source: Expedia Group results shown for 2017 as of 12/31/17.
8
Portfolio of leading travel brands
9
With different booking behaviors
Luxury
Budget
Long term
planner
Last minute
booker
Searchingmulti-products
Expedia Group brands attract diverse travelers
Acrossdevices BOOK
BOOK
BOOKBOOK
10
Building for you through a local approach
Worldwide reach, teamed with local knowledge
+200Sites
75+Countries
40
With localteams across
offices in
countries
Consultative multi-lingual
market experts
35Languages
Source: Expedia Group results shown for 2017 as of 12/31/17.
11
Expedia Group
Bringing the world within reach
12
Source: Digitaltrends.com, Conde Nast Traveler 2016
WORLD’S
FASTEST TRAIN
is the MAGLEV IN
SHANGHAI, traveling 267 mph
9,025 miles in 18hrs
WORLD’S
LONGEST FLIGHT
DOHA TO
AUCKLAND
Travel is becoming easier
AN APP FOR EVERYTHING
13
Staying connected everywhere
© 2018 Expedia, Inc. All rights reserved.
Market Trends- Ayrshire
© 2018 Expedia, Inc. All rights reserved. Confidential and proprietary.
© Expedia, Inc. All rights reserved. Confidential and proprietary
Ayrshire Market Numbers
16% growthYOY room nights
£84 (up 6% YOY)Average daily rate
1.52 daysAverage length of stay
2% (up 53% YOY)Package bookings- 43 day booking window
21% international customers(#1 US, #2 Canada, #3 Germany)
31 daysAverage lead time/booking window
36% of customers (up 32% YOY)Mobile bookings
© Expedia, Inc. All rights reserved. Confidential
Good news on the horizon!
International travelers are on the rise in Ayrshire
DEMAND
XGROWTH
VS DOMESTIC
INTERNATIONAL
INBOUND
#1
USA
#5
Germany
#2
Canada
#4
Netherlands
#3
Australia
Source: Expedia Group demand <start date> through <end date> for <destination>. Top origin countries by NRN volume
17SOURCE(S): Publication, year Title of Source
Domestic vs
International
18
Source: Expedia Group demand <start date> through <end date> for <destination>
Benefits of a strong international mix
10%LESS
CANCEL
£20MORE IN
ADR
SPEND
22DAYS
FURTHER OUT
BOOK
1DAY
LONGER
STAY
19
USA
BW: 44 days
ADR: £95
LOS: 1.7 days
Canada
BW: 72 days
ADR: £92
LOS: 1.8 days
Australia
BW: 83 days
ADR: £90
LOS: 1.6 days
Ayrshire
Germany
BW: 32 days
ADR: £89
LOS: 1.7 days
Source: Expedia Group demand <start date> through <end date> for <destination>, Top Countries with minimum 100 RN included
Take advantage of booking behaviors
DOMESTIC
BW: 26 days
ADR: £84
LOS: 1.2 days
20
EPC
Target travelers with merchandising
campaigns
Attract visitors with up-to-date content
Load internationalrates on
Partner Central
Grow your global presence
21
Expedia Group Partner Central, helping lodging partners to:
Providing the tools and knowledge to succeed
And much more – find out at
discover.expediapartnercentral.com
Optimize revenue potential
Deliver onguest
experience
Increasevisibility
Improveproperty
performance
Inspire travelers with great
content
© 2018 Expedia, Inc. All rights reserved.
Expedia- Local Expert
© 2018 Expedia, Inc. All rights reserved. Confidential and proprietary.
23
How do we currently work with attractions
And more – find out at http://join.localexpertpartnercentral.com
• Unique Marketing Opportunities
• World Class Distribution Network
• International audience
24
Current partners in Scotland• Upsell opportunity
• Quality improvement through reviews
• Run targeted promotions
25
Customers can book attractions separately on Expedia or as part of a package (incl. flight, car, hotel)
How are we different from other players
• We have unique Expedia customers who trust our brand and can book an activity as a sole product on the Things To Do Tab (standalone).
• Cross-selling opportunities:• Chance to be featured in the booking flow of flight +
hotel (package path). • Itinerary Placements• Post purchase and in-destination emails
• Prospect of translating your product to up to 17 different languages, across 69 unique websites – increasing your visibility worldwide.
What our Partners are Saying
Expedia were a pleasure to partner with - from the beginning, one
point of contact who was always contactable and happy to
resolve any teething problems. Fraser was brilliantly helpful. Going
forward, we look forward to growing business through Expedia.
The Cookie Jar, Alnwick
Debbie Cook
© 2018 Expedia, Inc. All rights reserved.
Questions?
© 2018 Expedia, Inc. All rights reserved. Confidential and proprietary.
© 2018 Expedia, Inc. All rights reserved.
Thank you
© 2018 Expedia, Inc. All rights reserved. Confidential and proprietary.