Maximising

Online

Bookings

Introduction

• Destination NSW Overview

• The impact of technology and digital marketing on travel

• Online distribution

• Channel Management

• Get Connected (ATDW)

• NSW Connect (TXA)

• Resources

Definitions

• Distribution

• Making sure that your product reaches consumers

• Online Distribution

• Uses the internet to make sure that your product reaches consumers

• Distribution Channel

• A mechanism by which your product reaches the consumer

• Allocation inventory

• You give or allocate a distributor a limited amount of your inventory at set

time intervals

• Real-time inventory

• You give a distributor access to all your inventory all the time and availability

is updated automatically

• Channel Managers

• Act as a go-between accommodation providers and distributors and manage

inventory via multiple distributors for a relatively low fee.

Destination NSW Overview

DNSW Consumer Digital Assets

• 3 consumer websites, 29 social media channels and

12,500 tourism products in the Get Connected

database.

• Sydney.com and VisitNSW.com recorded more than

20 million visits and delivered over 4.9 million leads

to the NSW tourism industry

• Number five on the list of Top Destination and

Accommodation websites in Australia

• Digital media now comprises over 50% of all media

expenditure for DNSW’s marketing campaigns.

Source: Web channels: DNSW Monthly Report as at June 30, 2014 Source: Hitwise Website Traffic Market Share report as at June 30, 2014

DNSW Consumer Digital Assets

Channel Visits & Leads Channel Downloads / Products

9.4 million visits

2.3 million leads

96,000+ downloads

8.8 million

2.4 million leads

15,400+ tourism & event

products

1.8 million visits

239K leads

200,000+ subscribers

Channel URL Fans/followers

/ subscribers

Channel URL Fans/followers

/ subscribers*

Facebook.com/seesydney 1.3 million

Facebook.com/visitnsw 313,620

Plus.google.com/+sydney 1.304 million

Plus.google.com/+visitnsw 31,737

Twitter.com/sydney_sider 113,419

Twitter.com/nswtips 9,465

Instagram.com/sydney 26,990

Instagram.com/visitnsw 14,113

Youtube.com/seesydney 1.3 million

Youtube.com/visitnsw 998,074

Pinterest.com/seesydney 2,166

Pinterest.com/nswtips 465

Source: Web channels: DNSW Monthly Report as at June 30, 2014 Source: Social channels: Insights as at June 30, 2014

DNSW Digital Results 2011 - 2014

TRAFFIC

SOURCES

Organic Search

Paid Search

FY 2010/2011

33%

27%

FY 2011/2012

21.5%

49.0%

FY 2012/2013

40%

26%

FY 2013/2014

55%

19%

FY 2014/2015 To date

61.6%

16.5%

Referral 14% 15% 9% 4% 2.9%

Direct 10% 7% 11% 10% 8.6%

Digital Media 15% 8% 14% 12% 7.2%

DEVICE

TYPES FY 2010/2011 FY 2011/2012 FY 2012/2013 FY 2013/2014 FY 2014/2015

To date

Desktop 87% 73% 62% 52% 48%

Tablet 2% 10% 15% 18% 19%

Mobile 11% 17% 23% 30% 33%

KEY POINTS:

- Paid & Organic Search are major contributors to DNSW website visitation delivering over 78% of total traffic.

- Visits from mobile devices have increased exponentially from 13% to reach the majority of the traffic at 52%

in only 3 years.

Digital Media Leadership • VisitNSW.com and Sydney.com ranked Number One amongst State Tourism Organisation

and Tourism Australia websites with over 54% share of website traffic*

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14

Visit New South Wales Queensland Holidays

Visit Victoria NewZealand.com

Tourism Australia Western Australia

South Australian Visit Melbourne

Discover Tasmania Northern Territory Official Travel Site

Source: Hitwise GTO Monthly Website Traffic Report as at June 2014

DNSW Digital Media Leadership

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

• DNSW’s consumer websites now rank as Australia’s 5th largest destination and

accommodation websites

• DNSW’s consumer websites currently deliver 2.4% of website traffic in the Travel

& Accommodation category average 1.8 million monthly visits

• By comparison, news.com.au delivers 2.76M unique visits per month smh.com.au

delivers 2.75M unique visits per month

• A significant market opportunity exists for DNSW to continue to grow its website

traffic YOY.

Source: Hitwise Top 10 Destination & Accommodation Websites in Australia

Monthly Report – June 2014

The impact of technology and

digital marketing on travel

The Modern Traveller:

Online Planning and Search Focus

The web is as essential for inspiring

new travel as it is for planning travel

• 68% of travellers begin research online

• 42% use their mobile devices on trips.

Search remains key for travellers as

they seek a variety of content and

information online

• 58% of travellers start their travel

planning and booking process with

search.

Source: Google Travel Study May – June 2013.

The Modern Traveller: Digital Content

It is a multi-screen world and a

cross-screen effort

• Travellers move between devices for

specific travel tasks usually with search

as the unifying factor.

Online video: An accelerating channel

• Travel video consumption has increased

as consumers continue to rely on videos

to make decisions and learn about

brands. Travellers are also creating

online video content

• 51% of leisure travellers watch online

travel videos.

Source: Google Services – The New Multi-Screen World: Understanding Cross-platform Consumer Behaviour – Mar 2013

Online Distribution

Why Online Bookings?

• The trend of booking trips online is expected to grow further,

especially in emerging markets such as China, India and Brazil

• In 2012, the "Online Travel Segment" represented almost a third

of the total global travel market value

• Online travel sales in the US increased by more than +10% in

2012 compared to 2011

• The UK is projected to remain the largest share of Europe's

online travel market in 2013, followed by Germany and France.

• Gross bookings on the Asia Pacific online leisure/ unmanaged

business travel market were expected to increase by more than

+30% in 2012 compared to 2010.

Source: Global Online Travel Report 2012: Reportlinker.com

Types of Online Distributors

• Website Distributors

• Have a website that allows consumers to buy your tourism

product online e.g. Wotif.com

• Shop Front Distributors

• Use technology via internet to facilitate the screen of a

consultant to assist a customer in their shop e.g. Flight Centre

and VICs

• Wholesale and Inbound Distributors

• Use technology via internet to receive your inventory and pass

on to retail travel agents, website distributors and sometimes

inbound tour operators e.g. AOT Group

Tourism businesses who represent and sell products from many

individual tourism businesses through websites, shopfronts or databases.

Benefits of Online Distribution

• More cost-effective options for sales

• Your office is open 24/7 for sales

• Direct to your website bookings = higher yield

Things to consider when choosing online distributors

• Allocation vs Real-time Inventory

• Payment Methods

• Direct or On-account

• Distribution Commission

• Percentage of booking value or flat fee

• Distributors Terms and Conditions

• Merchant

The Internet has completely changed the landscape of our booking systems

– for the better.

How to select an online distributor?

Criteria to consider in your selection

1. Reach and traffic

1. How much traffic goes to the website

2. Is it a niche site or aimed at a segment that could be of

interest? For example, wilderness, birds, seniors or families

3. Geographical spread / regions.

2. Commissions

3. How they will pay you?

4. Online security

5. Is it suitable for your business?

6. Rate Parity

Channel Managers

• Act as a go-between accommodation providers and distributors

and manage inventory via multiple distributors for a relatively low

fee.

• A customer cannot book on a Channel Manager but bookings

take place on the Distributor’s website.

Benefits

• Expose your business to many distributors at the same time.

• Decrease time in managing allotments and increasing

productivity.

Exercise

• Do you know your distribution channels at present?

• Note down your current channels and where

potential customers can book your product or service

online.

Get Connected Program

– helping you distribute your product online

Get Connected

• Destination NSW’s website membership

program open to all tourism operators within

New South Wales

• Get Connected members gain access to the

Australian Tourism Data Warehouse (ATDW) - a

central content and distribution platform for the

Australian tourism industry

• By listing a product once in the ATDW

database, operators benefit from being listed on

Destination NSW’s consumer websites and

through ATDW's extensive distribution network.

BENEFITS

Cost effective online marketing Have control of your content

Easy one off listing for multiple distribution Update anytime

Listed on visitnsw.com and sydney.com

Listed on the australia.com and over 70 different websites

Access to Tourism e-kit and business intelligence module

One listing… lots of exposure

Your product listing

• Descriptions

• Images and Videos

• Geo-coded, Map ready

• Location and Contact details

• Social Media Links

• Quality Assurance

• Memberships

Business intelligence

Get connected members have access to a business intelligence report

via their login screen. This report provides valuable information such as

page views, top distributors and top keyword searches performed on

Google by customers

NSW Connect

• Once you have joined Get Connected add NSW Connect - our online booking

platform and part of the Tourism Exchange Australia (TXA) program

• Provide your inventory via your online booking system to our booking platform

• All Australian States and Territories are now using the same platform to support

their official websites

• To participate, operators must be members of the Get Connected program.

BENEFITS

Potential visitors will be able to research and

book their holiday in one place

Automatically link with Destination NSW’s

consumer websites as well as any of your

preferred distribution sites such as Wotif,

Lastminute etc.

No need to manually provide separate inventory

to many third party distributors

Participants in NSW Connect will receive an

enhanced listing which includes a ‘Book’ button,

booking calendar and pricing information.

Online booking systems integrated with NSW Connect

(TXA)

NSW Connect (TXA) can automatically deliver your content, rates and

availability live to multiple distributors on your behalf through a

single input

If your business is operating one of these, you are ready to go with

NSW Connect (TXA):

• AAA Tourism

• Discover Australia Holidays

• Frontdesk

• Jewel reservations systems

• Myfidelio.net

• Resonline

• Respax Australia

• RMS

• Roamfree

• RoomMaster

• Seatem

• Siteminder

• Travelpoint

Resources

RESOURCES

USEFUL LINKS

• To access Google Analytics to track and measure your website

performance

http://www.google.com.au/intl/en/analytics

• Get Connected/ATDW registration page

http://getconnectedregister.dnsw.com.au/GetConnected.asp

• Destination NSW online booking platform

http://www.destinationnsw.com.au/tourism/industry-

opportunities/connect-your-tourism-product/nsw-connect

• Tourism e-Kit – free digital educational tutorials for the tourism industry

in Australia

http://tourismekit.atdw.com.au

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