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We analyzed AirBnB customers and Japanese Travel booking sites. To enhance the business of AirBnB, we propose the solid strategy.
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Localization Strategy for Airbnb in Japan
Smith Andrew David
Yoshimaru Junko
Temple Univ.
Summary-1 • Japanese Travel Market
• Different points in Japan
• Seasonal Demand(Peak season)
• High demand in Tokyo and Osaka
• Net café and cheap places for young travelers
• Customer Insights in global
• Price consciousness
• Connectivity and Communication
• Flexible Travel
• Niche
• Analysis of web users in Japan
• Analysis of hotel booking in Japan
• High Demand for Quality from Japanese Service
• Emergency support
• Language support
• Payment support
Summary-2
• Seasonal / Weekend Strategy • Critical needs for AirBnB
• Attractiveness for visitors 1-3
• Localization Strategy for AirBnB
• Localization Plan for Japan 1-3
• Conclusion
• Appendix
Competitors and Localization Models
Competitors: Rakuten Travel 1-4
Best Reserve
Localization model: Amazon.com
Analysis booking websites in Japan
Japanese Travel Market
Market size (JTB No.1 travel agency Forecast Dec. 2012)
• Japanese Travelers 287 Million ( +0.3 %)
• Foreign Travelers in Japan 8.9 Million ( +7.9%)
• http://www.jtbcorp.jp/scripts_hd/image_view.asp?menu=news&id=00001&news_no=1635
Inbound Tourism
• Visitors from overseas are increasing this year.
• Especially the young travelers from overseas travellers are not good at finding budget hotels..
• Location and Experience is important.
Different Points in Japan •Seasonal Demand (Peak season)
Live Events, Meetings, College entrance exam in Tokyo, Wedding party.
•High Room demand in Tokyo and Osaka In Peak season and consecutive holidays, No budget rooms in Tokyo and Osaka
High occupancy rate for hotels in Tokyo and Osaka
Tokyo
Osaka
Different points in Japan • Cheap places for young people without a room are
provided. People can’t find a good place to stay in Tokyo can use Manga café(Internet cafe) and Sauna are solutions for the people who can’t find good room after midnight.
<Pros> Internet and soft drinks are provided for free Cheap and easy to use <Cons> Noisy and uncomfortable .
Global Customer Insights
• Price consciousness AirBnB customers are experienced or young travelers who visit for personal reasons rather than business. Price is extremely important.
• Connectivity and Communication
IT skilled generation can be reached through various forms of social media such a Twitter or Line which are popular in Japan.
• Flexible Travel Schedule
Affordable rooms that allow plenty of time to stay and arrange plans.
• Niche
design of room, location, places and themes appealing to various hobbies and interests
Analysis web users in Japan
Credit cards
Cash on Delivery(COD)
Convenience store(CS)
Bank or ATM
Internet /mobile banking
Additional chared to providers
Japanese trend Payment preference:57.7% of Payment done by credit cards. 47% is by COD, 33.9% by CS
http://www.soumu.go.jp/johotsusintokei/whitepaper/ja/h24/html/nc243140.html
2 Seconds is too long for Japanese users Akamai Reveals 2 Seconds is the New Threshold of Acceptability for eCommerce Web Page Response Times http://www.akamai.com/html/about/press/releases/2009/press_091409.html
Analysis hotel booking in Japan
All Direct booking
Hotels’ website Net agency
Big Travel agency Small
TravelAgency
Net agency sales is increasing in Japan compared with data in 2007 and 2005
http://ryoken-jp.com/club_enquet/3pun-35.pdf
Hotel website:9.6%
Net Agency:15.0%
High Demand for Quality from Japanese
• Emergency support Japanese users are not used to staying in private houses in Japan.
Users needs supports from hosts via SMS or Twitter or Line.
• Language support Japanese people are sometimes not good at reading English documents. All reviews are English.
So reviews should be translated into Japanese.
• Payment support Young Japanese people don’t usually have credit cards. Payments from Convenience stores or mobile phone are more convenient.
Payment support is critical Ratio of Card holders among Japanese youth is lower than those who are aged over 30y. http://www.jcbcorporate.com/news/pdf/report2012.pdf
Payment at Convenient Stores Ideal
Over 54000 stores are open 24 hours.
Seasonality / weekend strategy
•Seasonality Strategy • Airbnb global website does not consider certain seasonal changes.
• In Japan, the demand often fluctuates with the season.
• In Spring all people have to go Tokyo for meetings and Entrance ceremonies.
•Weekend strategy • Japanese demand is basically fluctuating by holidays and weekends
• Young people want to travel during Japan’s frequent 3-day weekends for the following reasons:
• Leisure : Tokyo Disney resorts, Tokyo skytree, Hot springs in Hakone
• Shopping: Shibuya, Harajuku, Shinjuku, Odaiba,
• Peak season in TOKYO, people have to shorten the travel schedule due to lack of rooms or expensive room charge.
Critical needs for AirBnB
Attractiveness for visitors-1 • AirBnB site is attractive by utilizing excellent photos
• Japanese people want to get more information from a Key message.
• No.1 e-commerce in Japan, Rakuten onlineshop group uses Key message and appealing discount offers which are easily visible on the front page.
Discount Event
Small Photo
Discount coupons
Attractiveness for visitors-2 • Mercedes’s site is modified to Japanese version.
More tex and info
http://www.mercedes-benz.co.jp/ http://www5.mercedes-benz.com/en/
Many photos appealing
Attractiveness to visitors-3 • Mercedes’s site is quick to respond to visitors’ needs.
Support for purchase
http://www.mercedes-benz.co.jp/
Popup!
• Visitors to AirBnB already know where they want to stay.
• Many photos are not needed for Japanese users on Top page.
Localization strategy for AirBnB
Key words Detail
Product
Value for stay Best Recommendation from customers
Last week/Month in Tokyo…
Customers
satisfaction
Responders to Customer Satisfaction Survey get
rewards.
Easy to find Provide detail filters for visitors. Distance from train
or bus station is vital information.
Price Discount offer Discount coupon or points for young generations
Best rate offer Ask for the budget before selection
Place Focusing on big
cities
Tokyo, Osaka, Kyoto, Nagoya, and other big Major
cities (Craigslist cities are referred).
Location Select from Location Name or Station name
Promotion Key words
Many photo on the top page is cluttered for visitors.
Use seasonal events and words including hobby
and station name.
Registration Registration from twitter or LINE and Facebook is
good for hosting or staying.
Localization Plan for Japan-1
• Major Location Name or Tourist attraction must be Displayed
• Seasonal Photo is good for Xmas visitors.
• Quick search Window must item for the city
Major Place Displayed
Direct Links for Room suggestion
Quick search Window
Renewal for Japanese version-2
• Room’s photo is important content. All users want to know the price. So Price is displayed in large font where it can be quickly seen.
• Host Language is important for Japanese. Basic setting for Japanese Language filter is required or should be displayed in normal setting.
• Time it takes to the nearest station or tourist attraction should be displayed.
• To share this page Social tool bar is required.
Showing Price in Big size Font
Average price suggestion
Sort tool bar to find best rooms
Social tool bar
Localization Plan for Japan-2
Localization Plan for Japan-3 To eliminate Language barrier
• Detail Filter must be shown directly. Japanese people want to control all filter items for booking to select Japanese speakers.
• Access from the nearest station must be shown
• For Japan, access to a convenient store is better for booking.
Detail filter shown
Conclusion: Focus
•
• Japanese Domestic market which is the key to success for AirBnB.
• Use key words, Phrases and illustrated Maps rather than Photos.
• Support young generations who don’t have experience.
• Eliminate Language Barrier.
• Provide Social tool bar for sharing the experience with friends.
Appendix
Competitors: Rakuten Travel-1 • Rakuten Travel is the No1 web site based Travel agency.
• It was launched by another company (Hitachi Zosen), but Rakuten group bought this site in 2003.
• This site attracts many customers by using many key words including Business travel, Luxury inn, Onsen (Hot spring), Tokyo Disney Resort, Family travel, Couple, Ski…
• Customers can get some reward points for booking (Normally 1%, up to 10%).
Mapp
Key words
http://www.travel.rakuten.co.jp/
Competitors: Rakuten Travel-2 • Rakuten website design is excellent for travelers.
• Japanese version contain much information including air and rail and rental cars.
• Promotes many campaigns for the specific travelers.
Hot spring campaign
Discount coupon
http://travel.rakuten.co.jp/select/area/201311/
Recommendations
Competitors: Rakuten Travel-3
Sort by Price, evaluation, and recommendation
Easy access for Customer reviews
Easy to wwitch back to checked hotel for selection
http://travel.rakuten.co.jp/business/tokyo/C.html
Sort tool bar
Checked Hotels
Customer voice
Competitors: Rakuten Travel-4 • All hotels are evaluated by hotel guests.
• Customer reviews are easily accessible.
• Customer reviews sometimes get responses from hotels.
http://travel.rakuten.co.jp/HOTEL/31951/review.html
Social tool bar
Evaluation Point Service Place Room
Equipment Bath Food
Comments from Hotels
Competitors: Best Reserve
Seasonal Campaign
• Best Reserve was established by the founder of Rakuten Travel (which was called MyTripNet) after the Acquisition of Rakuten. He started this site which is similar to Rakuten Travel.
http://www.bestrsv.com
Mapp
Recommendations
Localization model :Amazon.com-1 • Amazon.com is a splendid model for AirBnB
• Amazon Japan sales are growing.
• Attractive Key words and messages.
Amazon.com Amazon.co.jp
Localization model:Amazon.com-2 • To increase customer loyalty, Amazon now provides discount
points for all registered students.
Student campaign
Seasonal Campaign
Localization model:Amazon.com-3 Amazon Student Student campaigns are supported by many sponsors which focus on young generations
Sponsors Student Rewards
Annual charge for free trial (6 Month)
10% discount points 1500 points for registration http://www.amazon.co.jp/gp/student/signup/info/ref=std_gwr_1311?pf_rd_m=
AN1VRQENFRJN5&pf_rd_s=right-csm-1&pf_rd_r=01GS6E5NDC8HSXGTZVVZ&pf_rd_t=101&pf_rd_p=151503769&pf_rd_i=489986
Worthy website of imitation • Athome.co.jp is good example for AirBnB
http://www.athome.co.jp/rent/01_13
Quick search from Illustrated Map Area
Station/ Railway Map
Railway Route Time to the destination
Popup!
• Many location/ Station name on next page
• Many option for the selection
Analysis booking websites in Japan •Similarweb.com provides good traffic data for AirBnB
http://www.similarweb.com/website/travel.rakuten.co.jp
Analysis booking websites in Japan •Similarweb.com provides good traffic data for AirBnB
http://www.similarweb.com/website/travel.rakuten.co.jp
Rakuten Travel
Search Engine
Is Top
User Interests of Rakuten Travel •SimilarWeb’s Analysis is heavy users’ interests of visitors to Rakuten Travel.
Interests of
Rakuten Users
Big words are
Travel, Shopping, Hotel
reservation, Campaign,
Japan
Rakuten Travel
Social tools users of Rakuten Travel •Best social networks spreading the buzz and referring traffic in Japan is Facebook and Twitter.
•In case of Rakuten Travel, this site has already have best reputation for the travel booking. The ratio of social network is not so high.
•AirBnB have to attract visitors by spreading rumors and reputations.
Top 2
Facebook &
Analysis other websites in Japan-1 •Similarweb.com provides good traffic data for AirBnB
http://www.similarweb.com/website/tripadvisor.jp
Search Engine Is
Top
TripAdvisor.jp
Analysis other websites in Japan-2 •Similarweb.com provides good traffic data for AirBnB
http://www.similarweb.com/website/bestrsv.com
Direct Link Is Top
BestReserve.com