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Presentation to Caribbean Tourism Organistation CTO knowledge engineering Caribbean Destination Platform

Destination Travel Marketing Platform

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Page 1: Destination Travel Marketing Platform

Presentation to Caribbean Tourism

OrganistationCTO

knowledge engineering

Caribbean Destination Platform

Page 2: Destination Travel Marketing 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

Page 3: Destination Travel Marketing Platform

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

Page 4: Destination Travel Marketing Platform

knowledge engineering

ADVANTAGES OF PROPOSAL

- low cost - easy to use- need not require allocation management

- destination and supplier branding - leads marketing

- modular & expandable

Page 5: Destination Travel Marketing Platform

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

Page 6: Destination Travel Marketing Platform

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

Page 7: Destination Travel Marketing Platform

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

Page 8: Destination Travel Marketing Platform

*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

Page 9: Destination Travel Marketing Platform

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

Page 10: Destination Travel Marketing Platform

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

Page 11: Destination Travel Marketing Platform

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

Page 12: Destination Travel Marketing Platform

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

Page 13: Destination Travel Marketing Platform

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

Page 14: Destination Travel Marketing Platform

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

Page 15: Destination Travel Marketing Platform

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

Page 16: Destination Travel Marketing Platform

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

Page 17: Destination Travel Marketing Platform

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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

Page 18: Destination Travel Marketing Platform

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

Page 19: Destination Travel Marketing Platform

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

Page 20: Destination Travel Marketing Platform

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

Page 21: Destination Travel Marketing Platform

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

Page 22: Destination Travel Marketing Platform

Knowledge engineering

Tailored Descriptions Photos, linksadd with arcRes Tool

Smart Ads Marketing - Themes Barbados family vacation

Page 23: Destination Travel Marketing Platform

Knowledge engineering

Smart Ads Marketing - Specials Barbados vacation specials

eSpecials – quotes, bookable

RSS pushSpecials to 1000’s of site

call to actionThe hotel site

Page 24: Destination Travel Marketing Platform

Knowledge engineering

Smart Ads Marketing - Quotes Bookings Beach View Hotel Barbados

Page 25: Destination Travel Marketing Platform

Knowledge engineering

Smart Ads Marketing – by name

Beach View Hotel Barbados

Hotel site rank boosted by our links & marketing

Page 26: Destination Travel Marketing Platform

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

Page 27: Destination Travel Marketing Platform

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

Page 28: Destination Travel Marketing Platform

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Knowledge engineering

Integrated marketing that works

Bookable-Ads TM

Bookable-BannersBookable-MapsBookable-ListsBookable-SpecialsBookable-ThemesBookable-ActivitiesBooking-Partners

Page 29: Destination Travel Marketing Platform

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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

Page 30: Destination Travel Marketing Platform

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Knowledge engineering

Tracks every click -on every page - on every ad spot

Page 31: Destination Travel Marketing Platform

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Knowledge engineering

Tracks every click on every ad on every ad spot

7995 clicksCPC $0.15bds

Avg. cost $2.5 us

Page 32: Destination Travel Marketing Platform

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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  

Page 33: Destination Travel Marketing Platform

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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

Page 34: Destination Travel Marketing Platform

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

Page 35: Destination Travel Marketing Platform

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

Page 36: Destination Travel Marketing Platform

Knowledge engineering

arcRes for Tourism Website

Database of lookers and bookers

RatesRates

Rates

Packages and Specials

ContentIntegration

Page 37: Destination Travel Marketing Platform

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

Page 38: Destination Travel Marketing Platform

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

Page 39: Destination Travel Marketing Platform

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

Page 40: Destination Travel Marketing Platform

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

Page 41: Destination Travel Marketing Platform

Knowledge engineering

arcRes for Portals

For the traveler:: compare lists, quotes, myRealHolidays website- -itineraries

Network ofNetwork of30 Caribbean Sites30 Caribbean Sites

BookingCaribbean.comBookingCaribbean.com

Page 42: Destination Travel Marketing Platform

Knowledge engineering

arcRes for Direct Marketing

Transaction manager & Database (leads) Marketing

Direct marketing system = broadcastarcMail = personal

Page 43: Destination Travel Marketing Platform

arcRes GDSGDS

Knowledge engineering

3000 million reservation per month

400,000 travel agents

40,000 iDS

arcRes for GDS

Page 44: Destination Travel Marketing Platform

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Knowledge engineering

AFFORDABLE GDS/IDS Channel Manager 7/5$ booking

3 rd part PMSNot integrated with arcRes:Setup $750Month $75

Hotels.comTravelwebMerchant N/A

Page 45: Destination Travel Marketing Platform

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

Page 46: Destination Travel Marketing Platform

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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

Page 47: Destination Travel Marketing Platform

*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

Page 48: Destination Travel Marketing Platform

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.

Knowledge engineering

Powering custom designed destination portals IntimatehotelsBarbados.com

Page 49: Destination Travel Marketing Platform

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.

Knowledge engineering

Powering Bookings Franchise’s

Direct Marketing

Page 50: Destination Travel Marketing Platform

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

Page 51: Destination Travel Marketing Platform

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

Page 52: Destination Travel Marketing Platform

Knowledge engineering

BookingsDominica.com: Marketing platform

NavigationSearch 1000’s

Themes

Strategic content 40pages

Specials, activities,maps

Page 53: Destination Travel Marketing Platform

Knowledge engineering

BookingsDominica.com: Marketing platform

Navigation

Themes

Strategic content 40pages

Specials, activities,maps

Page 54: Destination Travel Marketing Platform

Knowledge engineering

BookingsDominica.com: Marketing platform

Page 55: Destination Travel Marketing Platform

Knowledge engineering

Themes MarketingInformation tailored to the occasions

Tailored to the theme

Database Marketing

Traveler information

3rd partyreviews

Page 56: Destination Travel Marketing Platform

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

Page 57: Destination Travel Marketing Platform

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)

Page 58: Destination Travel Marketing Platform

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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

Page 59: Destination Travel Marketing Platform

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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 $

Page 60: Destination Travel Marketing Platform

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.

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

Page 61: Destination Travel Marketing Platform

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knowledge engineering

Committed to the Caribbean

Strong Brands……. Direct Sales …. Higher Margins ………….. Supplier Control

Page 62: Destination Travel Marketing Platform

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

Page 63: Destination Travel Marketing Platform

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

Page 64: Destination Travel Marketing Platform

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

Page 65: Destination Travel Marketing Platform

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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.

Page 66: Destination Travel Marketing Platform

ACHIEVEMENTS

Barbados.org (advertising budget 0) - vs - VisitJamaica.com (buget millions $)

Knowledge engineering

Page 67: Destination Travel Marketing Platform

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

Page 68: Destination Travel Marketing Platform

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

Page 69: Destination Travel Marketing Platform

ACHIEVEMENTS

Barbados.org: The Most Popular Site of Barbados in the worldLinked to by over 50,000 pages on the internet. 

Knowledge engineering

Page 70: Destination Travel Marketing Platform

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

Page 71: Destination Travel Marketing Platform

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Knowledge engineering

Dynamic Bookable Advertising: Bookable-ads

Rooms - rates - photos - quotes

Full shopping cart cost and compare**** increase bookability ***

Comparison shopping

TM

Marketing database