online marketing strategies for travel 2014€¦ · online marketing strategies for travel 2014...

Online Marketing Strategies for Travel 2014

Mario Garello

Regional Marketing Director

despegar.com

❖ despegar.com is the lead ing

OTA in Latinamerica since 2000

❖ Integrated offer. Flights Hotels ,

Packages, Car rentals etc

❖ Operates in 21 countries

❖ + 3000 employees

What is an OTA today?

OTA. Abr. Online travel

agency.

An online travel agency (OTA) specializes in offering planning sources and

booking capabilities trough a website

What is an OTA today ?

What is an OTA today ?

What is an OTA today ?

"Marketing and Technology company that sells travel products"

Latam Landscape • Fundamentals

• Key Drivers

• Marketing

Fundamentals

The key drivers in Latam

Technology

Marketing

Financing

Sourcing Customer Service

The key drivers in Latam

Technology

Usability

Fast responses

Fast conections

Sourcing

Best rates

Improve our margins

Coverage

Strategic Supply

Financing

Qty installments

Low cost

Marketing

#1 ZMOT

Top of Mind Brand

Highest NPR

Best Price

Customer Service

Highest NPR

Self Service

Mi Despegar

Marketing to Latam

Offline speaks local

Online speaks.......DATA !

Offline speaks local..

PE

MX BR

Online speaks...DATA!

SITE USERS

ORDES

CROSS

SELING

VO

LU

ME

R

OI

RE

AL

TIM

E

2.5x

3 x

1.5x No Data Land

Online speaks...DATA!

Third Party

First Party

VO

LU

ME

RO

I

3 x

Online speaks...DATA!(latam)

First Party

Third Party

VO

LU

ME

R

OI 8 x

Online speaks...DATA!

Display

FBX

VO

LU

ME

R

OI

2 x

Trends and Challenges

❖ Channels changing

❖ Margins

❖ Google

❖ Last minute deals

❖ New Players

❖ Supplier sites

❖ more

–Mario Garello

Thank You !!!