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Presentation to Caribbean Tourism
OrganistationCTO
knowledge engineering
Caribbean Destination Platform
1. Overview of our existing proposal2. Introduce AXSES, its products and service3. Establish why our solutions work for you
4. Present a proposal for collaborative marketing
knowledge engineering
Example:BookingsDominica e-commerce platform
OBJECTIVES
arcRes bookings engine on your property pages quotes - rates - room - booking options – database marketing
reservations management
Training in arcRes marketing and management toolsoptional setup of property data and management of rates
Includes the portal management & reporting tool
Allows your choice of revenue modelsubscription, transaction, commission
knowledge engineering
OVERVIEW OF EXISTING PROPOSAL
knowledge engineering
ADVANTAGES OF PROPOSAL
- low cost - easy to use- need not require allocation management
- destination and supplier branding - leads marketing
- modular & expandable
Marketing Travel with a Unique Travel Platform made for Tourism OperatorsBy Caribbean Professionals
12 years building technology for Caribbean tourism
knowledge engineering
What we do and why
helping small and medium sized resorts, tourism operators & destinations
build their brands and increase direct business
knowledge engineering
AXSES MISSION building brands & direct marketing
advanced technology – training & support – supplier tools
Building and Providing affordable supplier-centered tools and services
for direct marketing and branding
knowledge engineering
AXSES FOCUS supplier tools & services
Direct Sales | Your Brand | Your Technology | Your Control
shifting control to destinations
*engineering information & process for the knowledge based economymaking information malleable, configurable, searchable, accessible and delivered to suite
knowledge engineering
Supplier Tools & Services
e-commerce marketing & management direct marketing websites & portals
reservations managementglobal distribution social networking
channel management hospitality management
cost effective advertising / advertising managementIntellectual resource & knowledge management
A Unique Platform for Destination Marketing
Advertising is the Driving Force for Direct Travel Marketing and Branding
Bookings is the Call to Action
AXSES has Merged Advertising and Bookingsinto a Single Powerful Marketing Solution
with a sophisticated and simple interface for managing advertising and bookings
in multiple channels across multiple platforms
knowledge engineering
Knowledge engineering
In 2006 major brands direct online was 81.4%
- Small hotels less that 5% directOnline sales are increasing
Direct sales have have greatest growth potential
In this environment hotels do not have to rely on high cost distribution
Many axses clients get the majority of their business Direct
Internet is about being direct!
It is the most efficient marketing and distribution medium ever made for Direct Business
Knowledge engineering
Direct Marketing for Brand Integrity
Max Starkov, President & CEO, Hospitality Business Strategies Inc.
Direct-to-consumer online distribution should become the foundation, the main focus of any hotelier's online distribution strategy. Online, the industry direct sales average 52%
(PhoCusWright, 2002) with many hoteliers reporting less than 5%.
Many hoteliers cede control of their inventory and pricing to online intermediaries (Expedia etc) at an enormous cost financially and to brand integrity
Brand Integrity: The Message & Medium - Promise & Expectation Differentiation - Personality – Relationship - Loyalty - Ownership - Sustainability
knowledge engineering
Dominica Brand
Direct Sales | Your Brand | Your Technology | Your Control
Dominica is like no other Caribbean Island un-spoiled, natural, authentic
undiscovered and personal not a mass market product
The only true travelers destination left in the Caribbean
Knowledge engineering
Travelers visit 6 or more travel portalsand several supplier sites
Start with Travel Guides/Destination sites
looking for information and direct links to suppliers websites finding options
Often supplier websites are hard to find, hard to navigate, in-consistent and do not offer the best value
How people buy
Knowledge engineering
both destinationand supplier branding
Many travelers prefer to buy direct – particularly Dominica travelers(personal, service, attention)
They have to be persuaded “brand promise”They want value
Travelers look for best value
Strategic priority: Build interest & desire – “Branding”
t
Knowledge engineering
Travelers look for best value
Brand IntegrityTraditional shopping sites/booking engines do not build your brand
Expedia: “mission to become the largest and most profitable Seller of travel in the world”http://investors.expediainc.com
Closed loop – no product personality
Medium & Message Promise & ExpectationDifferentiation - PersonalityRelationship - Loyalty Ownership – Sustainability
No seamless experience
Knowledge engineering
Destination Marketing Context – Brand Promotion/ Advertising
STICKINESS
direct links and product promotion
comparison charts shopping listsloyalty programs best price guarantee
travelers resources travelers websitelocal knowledge3rd party reviews social media
Travelers want to see supplier sites
Direct links at all stages of the buy cycle
Product Promotion
Build a reason to returnFacilitate shopping
.
Knowledge engineering
Searching - Shopping – Product Branding: Merge
“Each element in the search-ads-shop-buy cycle is undergoing a period of intense innovation, making each increasingly significant, yet interdependent. In fact, searching, shopping and buying – once distinct terms describing different behaviors – are blurring at a furious pace”. The perfect storm - Philip C. Wolf, President and CEO, PhoCusWright Inc.
AXSES technology is leading edge!. We have integrated product branding with all phases of the shopping cycle into a seamless supplier focused experience
direct sales – facilitating distribution
Interactive advertising works! Travelers stay longer and use all options
Knowledge engineering
20%
38%17%
14%
5% 5% 1%
hosting Mtn reg adverts smartads arcres production google other
Travelers want to go to supplier websites - no matter where they are
Advertising is the most significant revenue opportunity
Advertising – Strategic revenue opportunity
$$ Revenue
# Clicks in all channels
Even in our booking channels, given the option to go direct travelers do so..
# Clicks in Bookings Channel
bookings
Advertising 54%
hostingmiscgoogle
production
Clicks
89%Go to
website
81% Go to website
Knowledge engineering
Destination Marketing is “Branding First” Bookings follow!
Advertising builds the Brand
50 % of ads are now smart. 56% of clicks are Bookable
Advertising provides the direct links – product exposure
Knowledge engineering
We provide both Advertising and Bookingshighly tuned advertising platform integrated with e-commerce Caribbean marketing
Advertising manager + e-commerce suites = bookable-adsTM
Caribbean resort based; supplier rules, supplier terms, supplier inventory options, payment options, supplier brand, supplier centered
Knowledge engineering
Bookable-Ads Marketing
- exposure
– desire
- process
- bookings
Webinfo, scripts, video, virtual tours, photos,combination of direct linksAnd resources
Cost compare, listsquotes, local knowledgereviews, specialsdynamic packaging travelers resources
MarketingSEO – Niche Channels
Integrated with dynamic, content, ads, quotes, mapsValue reason to buy nowBest rate guarantee, loyalty programs
Knowledge engineering
Tailored Descriptions Photos, linksadd with arcRes Tool
Smart Ads Marketing - Themes Barbados family vacation
Knowledge engineering
Smart Ads Marketing - Specials Barbados vacation specials
eSpecials – quotes, bookable
RSS pushSpecials to 1000’s of site
call to actionThe hotel site
Knowledge engineering
Smart Ads Marketing - Quotes Bookings Beach View Hotel Barbados
Knowledge engineering
Smart Ads Marketing – by name
Beach View Hotel Barbados
Hotel site rank boosted by our links & marketing
Knowledge engineering
Bookings Conversion report Typical small hotel
16.4% of all lookers booked people who got at least a quote 59.5% of success booked successfully completed the process 0% of invoicesgot to the invoice stage 5.7% of quotes
Clicks ##
June to Aug. 23 2009
$ 88 million bds in direct booking requests2008: arcRes network
Knowledge engineering
Bookings Conversion report: Small hotel June to Aug. 23 2009
In the first 7 days of Sept.
They have 8 bookings totaling US$ 5534 andcovering 51 nights
.
Knowledge engineering
Integrated marketing that works
Bookable-Ads TM
Bookable-BannersBookable-MapsBookable-ListsBookable-SpecialsBookable-ThemesBookable-ActivitiesBooking-Partners
.
Knowledge engineering
arcAds management and reportingTracks every click on every ad on every ad spot
Place any type of ad anywhere with a simple online ads managerDetailed Reports and analysis
Multiple Ad types
.
Knowledge engineering
Tracks every click -on every page - on every ad spot
.
Knowledge engineering
Tracks every click on every ad on every ad spot
7995 clicksCPC $0.15bds
Avg. cost $2.5 us
.
Knowledge engineering
Travelers have a keen interest in Bookable-ads
using all of the ad-options (rates etc)to help make the right choice
Bookable-maps have increased AD use by 300% in many cases (3 clicks on rooms, rates, quotes, photos, and compare,
for every click to the website)
Bookable-Banners = 2:1
.
Knowledge engineering
arcRes and ArcAds
Managing multiple sitesand applicationson several platforms
e-commerce platform Website Booking Engine for hotels, villas, cars, activities, channel management, GDS, marketing tools, e-commerce management
Knowledge engineering
.
Easy to use supplier toolsAll inventory optionsAll payment optionsAll Guarantee optionsFull control of content Research NewsletterClient ManagementDatabase MarketingFlexible Family plan & agesFlexible rules & policies
Groups – Specials – PackagesThemes ManagementCo-Marketing (Partners Program)
Distribution | GDS | AffiliatesFaceBook
Knowledge engineering
.
Easy to use marketing/management tools
Suzanne at Ocean Bliss
"arcRes is so easy to manage. It is a very efficient site. Most of my bookings come from arcRes.
The support that I get is awesome. If I have a problem,I get a response right away. It is very good. I love it!“
Rates management
Reservations management
Databasemarketing
Client management
Channels management Themes Packages SpecialsPartners
Knowledge engineering
arcRes for Tourism Website
Database of lookers and bookers
RatesRates
Rates
Packages and Specials
ContentIntegration
Knowledge engineering
Transaction details for hotel and partners
Selling propertytracked on partner record
arcRes for Tourism Partnerships
Properties selects partners
Selected partners displayedFinal bookings page
Widget on website
Knowledge engineering
many results
arcRes for Tourism Partnerships
Flight search - GDS (Sabre) ian.com affiliate partner
Airlines webrates now available to GDS
FREE – Branded Solution $250setupAir search form set with arcres traveler details
Airline Search & bookings is non commissionable – this service offered as a convenience. Some service fees may be applied – Branded solution receives 50% of services applied
ARCRES
Knowledge engineering
Property descriptionand photo
Quotes
Room descriptions
Rates
Specials automatically shown through RSS feeds.
Bookings
… all shown in Facebook and updated easily in arcRes.
arcRes for Facebook
Knowledge engineering
Transaction record show agent. Custom reports available
Caribbean Specialists Resources
Links to:
Barbados
Sandy Lane
A Bookings Barbados Service direct on Travel Agents site
* Axses supplied agent website
* Agents own website
arcRes for affiliates
For the traveler:: compare lists, quotes, myRealHolidays website- -itineraries
Knowledge engineering
arcRes for Portals
For the traveler:: compare lists, quotes, myRealHolidays website- -itineraries
Network ofNetwork of30 Caribbean Sites30 Caribbean Sites
BookingCaribbean.comBookingCaribbean.com
Knowledge engineering
arcRes for Direct Marketing
Transaction manager & Database (leads) Marketing
Direct marketing system = broadcastarcMail = personal
arcRes GDSGDS
Knowledge engineering
3000 million reservation per month
400,000 travel agents
40,000 iDS
arcRes for GDS
.
Knowledge engineering
AFFORDABLE GDS/IDS Channel Manager 7/5$ booking
3 rd part PMSNot integrated with arcRes:Setup $750Month $75
Hotels.comTravelwebMerchant N/A
Knowledge engineering
arcRes for Facebook arcRes for GDS
arcRes for e-Specials
arcRes for Affiliates
arcRes for Google Maps
arcRes for Your Website
arcRes for Bookable-ads
arcRes for Portals
arcRes for RSS Marketing
arcRes Marketing Suites
http://arcres.com/ecommerce-and-travel-marketing.cfm
arcRes for Partnerships
.
Knowledge engineering
Combining Bookings and Advertising
Building Brands and Direct business
Giving travelersa uniquely rich experience
More clicks and exposure of brands
More leads and database marketing
More brand control
*engineering information & process for the knowledge based economymaking information malleable, configurable, searchable, accessible and delivered to suite
knowledge engineering
Examples of Bookings Portalsbuilding brands
advanced technology | know-how
training & support
.
.
Knowledge engineering
Powering custom designed destination portals IntimatehotelsBarbados.com
.
.
Knowledge engineering
Powering Bookings Franchise’s
Direct Marketing
Knowledge engineering
BookingsDominica.comBookings, Marketing and Branding
Directory of all accommodationSearch EngineComparison shoppingThemes MarketingSEO footprint Members ToolsPortal ToolsTravel PlatformDirect MarketingBrand ControlGDS integrationE-commerce managementNiche Channels
Knowledge engineering
BookingsDominica.com: Marketing platform
Navigation – themes-search-liststravel guide-travel planning-travelogues
Search 100’s
Themes
Directories 5 pages Strategic content 40 pagesShopping, quotes, bookings, direct marketing, reports
Specials, Packages, Activities, Maps
Knowledge engineering
BookingsDominica.com: Marketing platform
NavigationSearch 1000’s
Themes
Strategic content 40pages
Specials, activities,maps
Knowledge engineering
BookingsDominica.com: Marketing platform
Navigation
Themes
Strategic content 40pages
Specials, activities,maps
Knowledge engineering
BookingsDominica.com: Marketing platform
Knowledge engineering
Themes MarketingInformation tailored to the occasions
Tailored to the theme
Database Marketing
Traveler information
3rd partyreviews
Knowledge engineering
Destination Marketing Context – Brand integrity
Travelers want to see supplier sites
Direct links at all stages of the buy cycle
Product Promotion
Build a reason to returnFacilitate shopping
The Medium is the Message
Differentiation - Personality Promise & Expectation
RelationshipLoyalty - Ownership Sustainability
Stickiness | Seamless
Knowledge engineering
BookingsStLucia.com SUPPLIER ROI
How much money can a hotel save by using this system?
Case Study results for Hotel X that started using the arcRes Bookings-Expert December 2008 to July 09.
Revenue generated from direct bookings $118,287 USD
Revenue that the same sales would have generated using 3rd Party Booking Engine given 15% off Rack Rates: $100,544 USD
Cost/Investment in System: $ 375 USD (Includes set up and training of Booking Engine and 1 Ad Special for the year)
ROI: $ 17,368 USD (over a 6 month period)
.
.
knowledge engineering
Creating long term sustainabilityDirect channels, destination marketing build brands & profits…. that last
From Distribution Branding To Supplier Branding /direct sales
Old paradigm- closed loop, distributor brand, distributor control & loyalty, high cost, vulnerable, fickle (ccourt, twt, trends)
Destination marketing, supplier brand, open loop, supplier control, supplier loyalty, supplier profits, Barbados profits
.
.
knowledge engineering
OUR OfferDirect channels, destination marketing build brands & profits …. that last
We Build your website bookings options as you want it at competitive and fair rates
We give you 50% of that as an investment in BookingsDominica.com Franchise *
• min investment is 2500 us $
.
.
knowledge engineering
Create a Supply Chain Solution for StakeholdersMultiple Channels managed by a single admin
From multiple fragmented admin. To a single Umbrella
TA’s/IDSTA’s/IDS
IDS
IDS
Destination portals Destination portals
.
.
knowledge engineering
Committed to the Caribbean
Strong Brands……. Direct Sales …. Higher Margins ………….. Supplier Control
Knowledge engineering
AXSES PEOPLE
Directors
Ian Clayton: CEO
John Gibbs: Managing Director
Kathy-Lynn Ward: Director Operations & Programming
Programmers/Technical
Shelly BurkeHussein GrantKris GoodingAndré Rock
Marketing and Support
Julia Hyndman: e-commerce MarketingAnn-Marie Morris: Web MarketingJanelle Knight: Web Marketing
St Lucia Partner: Glace Graphics
knowledge engineering
T h a n k y o u
Testimonial
“I can’t sing the praises of AXSES enough. I think they are doing a fantastic job in terms of tourism marketing.
The staff are very knowledgeable and always willing to assist clients. Each step along the way during the last decade,
they have made our advancement into the wireless world that much easier.
For example with regards to GDS and with tailor-made marketing initiatives for the property.”
Nautilus Beach Apartments Sept 2009
SUMMARY
DDA Website supplier-centered e-commerce for your website
We supply search and select function on DDA website – add to my favorites - compare
Bookings FranchiseBookingsDominica.com
exclusive marketing rights for subscriptions/promos//bookings biz
transaction fee for links 15c US Success booking 1.00$ US
Ownership 100%: $30,000 - buy any %10% of the buy for annual hosting/maintenance/licensing
3 cent direct click to supplier website
.
.
knowledge engineering
Each dollar invested is also an investment in BookingsCaribbean.com
Building brands & profits …….To last
Min investment is 5kEach island 10 units….
all (12) island max
57%
5-100%
23%
20%
1,500,000
600,000 *
$2.6 million
island investmentbookingscapitalisation 50000island min investmet 5000 10.00%island units investment 10total min investment 50000 100.00%total max investment 500000
BookingsCaribbeanaxses 1,500,000 57.69%venture 600,000 23.08%islands max 500000 19.23%Total cap 2600000
* talks with US Investment bankers.
ACHIEVEMENTS
Barbados.org (advertising budget 0) - vs - VisitJamaica.com (buget millions $)
Knowledge engineering
MILESTONES
1996 Launched Barbados.org. Established AXSES SCI, Barbados. 1999 Launched Realholidays.com dynamic packaging
2001 Launched ArcRes.com Reservations system
2002 Launched BookingsBarbados, affordable bookings & reservations
2004 Launched DestinationSuites.com
2005 Launched Integrated GDS solution with Reserv
2007 Launched BookingsFranchise.com
2008 Bookable-ads, Bookable-maps CaribRez.com Caribbean marketing launched
2009 FaceBook Travel platform http://arcResBookings.com2009 Booking-Partners.com collaborative destination marketing
20 AXSES Tourism websites already marketing Barbados via the Caribbean
Knowledge engineering
Knowledge engineering
Technology: we deliver a Complete, integrated “TRAVEL PLATFORM”Hotels | Apartments | Villas | B&B | Guest Houses | Condos Timeshare | Cars | Activities | Attractions | Flight Bookings
Integrated MarketingGDS/IDS/CRS Direct Marketing Channels | Caribbean Marketing Network Unique Theme Marketing systems | Channel Management | Affiliate MarketingDirect Mail Database & Mailing System | Search Engine Optimisation (SEO) Adwords, banner and Links | Ads management (ArcAds) Interactive maps | Blogs | RSS | FaceBook | Cells & PDAs | Wikipedia | Research Quotation Systems, Reservation SystemsReal Time Bookings | Up-Sell | Specials & Packages Dynamic Packaging | Specialised Rate Plans | Groups Management
Easy to use, powerful toolsAdmin systems (media, content) | Customer Relations Management | Multi-Language Reporting |Allotments & Allocations | On-request availability | Block datesSearch Engine | Newsletter Tool | Mail Systems Tool | Portal Tools Content Management | Property Management | Accounting Calendars | Guest Books | Availability calendars | PhotoGalleries | Virtual tours | Flash | Video | Postcards | e-Books | Trip Advisor | Links Management
ACHIEVEMENTS
Barbados.org: The Most Popular Site of Barbados in the worldLinked to by over 50,000 pages on the internet.
Knowledge engineering
Knowledge engineering
BookingsStLucia.com
First page on Google: 2009
St Lucia romanceSt Lucia custom holidaysSt Lucia holiday specialsSt Lucia holiday spasSt Lucia all inclusive holidaySt Lucia local charmSt Lucia guesthousesSt Lucia budget vacationsSt Lucia cheap holidays
St Lucia sailing vacationsSt Lucia caribbean sailing vacationsSt Lucia Gourmet vacationsSt Lucia historic plantation hotels St Lucia weddings honeymoonSt Lucia caribbean golf holidaysSt Lucia holiday activitiesSt Lucia luxury villas vacationSt Lucia wedding honeymoon
Caribbean golf holidays
.
Knowledge engineering
Dynamic Bookable Advertising: Bookable-ads
Rooms - rates - photos - quotes
Full shopping cart cost and compare**** increase bookability ***
Comparison shopping
TM
Marketing database