new maximise online bookings - destination nsw · 2018. 6. 22. · product online e.g. wotif.com...
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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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