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CONNECTING PELION
The Experience Enterprise Cooperative
Working together for success
Content
1. Market and issues
2. Market opportunities
3. Business area developments
4. The solution
a. The new organisation model
b. Product model
c. Growth strategy
d. Pricing model
2
This is the Pelion we all know and love It will be loved by others as well
(IF THEY CAN FIND IT)
Magnesia welcomes mainly Greeks, but Greek visitors become less …
5
Visitors to Magnesia, 2015
2015 …
2016 …
Lost commission in 40% of cases
7
Traditional like travel agents and tour operatorsDirect via
phone, email or own website
Internet booking engine (IBE) on hotel website
Via OTA’s Booking.com 73% ; Expedia;15% share
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Growth of tourism and OnLine UseGeneral market growth, plus…
Pelion has what people want
10
Cultural tourism & Ecotourism. International Culture tourism searches
Growth Opportunity for Pelion
2015
2020
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Normal growth + active
online content
5.4% per year
76.000foreign
visitors to Pelion
growing to 100.000 in 5 years
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Travel Guides, travel guides andmore travel guides…
But where can we book?
15
Competition and Positioning
18
Opportunities Do what people TRUST• Tourism business keeps growing• Emerging destinations will profit at twice the rate of the advanced destinationsBetter Online Content presence with lots of relevant content and communication possibilities
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SummarizingAttention Points
• Target market cannot find Pelion• Average expenditure goes down in Greece• The number of Greek visitors fall. Do foreigners fill the gap?• Low occupancy rate in Pelion and occupancy for only two months• On-Line presence is very much behind of the EU average• Loose commission in 40% of the cases
Result• Total economic impact for the region• More to earn: + 24.ooo visitors & + €15 mln. receipts• Better spread over the year• And, better friends
Digital Disruption everywhere
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Disruption has the power to transform tourism, change consumer needs,shift market positions and even destroy companies.
What about travel?
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Mobile Travel bookings
45% of hotel guests travel with two devices and 40% with three or more (Tnooz, 2013)
Social Media is No longer a trend
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Always present and more and more used
Consumer quotes
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What consumers love What consumers look for and expect
Sharing Memory of Experiencebecomes the product
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Use Massified Customization
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Who are my clients and what do they like?
What have your friends done recently?
Customized alerts
How can I improve my processes and increase my sales?
Eco-Tourism advantages
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• New walk and Hike routes
• New Traditional house parks
• Upgrade activities
Pelion gets added to UNESCO's Geo RoutesJun, 30 2014
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Connecting through a Cooperative
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What could we realize together:“Get an affordable, intense vacation Experience
wherever you are, whenever you want.
Pelion Paradise = Active On-Line content
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A gateway to a unique, affordable, personalised experience in the worlds best kept secret wherever you want, whenever you want and with al the care you need
Growth StrategyThink big, Start small
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1. Text (Video) chat & telephone
2. Send automated emails
3. Omni-Channel
4. Pick up locations
5. iBeacon
6. E-booklets
7. Sell gift cards
8. BBQ, camera rental
9. Automate voucher redemption
10. Create Waiting Lists
1. Mobile booking
2. Accept payments anywhere
3. Build partnerships & increase revenue
4. Manage different distribution channels
5. Integrate with other marketplaces
6. Transfers –Transport & Car Hire
7. (E)Store
8. Mobile & Apps
9. Georeferencing information
10. Link to API’s
11. Wearables
12. Data privacy
13. Cloud
14. True personalisation. Big Data, Analytics
1. Local knowledge
2. Sustainable travel
3. Travel agencies
4. Coupon cards met chips
5. Bookings from Social Media
6. User generated content Professional reviews; own site and other
7. (Inter)national Tourist organisations & catalogues
8. News, feature reports, news from the local owners they met
9. Presentation days
Marketing & Distribution Customer Service Product development
Business model
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Net priceCommission10%-30%
Minimum price to cover all costs and make a profit.
Mark-up on package
for services – 15-30%
Cooperationsells services
at retail prices and
packages at retail price +
mark up
Retail
+10-15%Wholesale
20-25%
OTA and
ITO
+30%
Retail
price
Package
price
1
Retail
priceRetail
priceRetail
priceRetail
price
Retail price of all services that make up package
1
Profits stay in the Coop
Commission / profit goes to seller
If via
Pelion
Paradise
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