industry overview otas · 2015. 4. 20. · content marketing generates 3 times more leads than...

Phil Jones, VP of Support & Development

Andres Lezcano, Sales/Support Specialist

Angela Margolit, President

Agenda

Industry Overview OTAs

Rental Agreements Currency

Counter Products

Q & A

ITA - office of travel and tourism industries YEAR-TO-DATE 2014

NUMBER OF %

COUNTRY OF RESIDENCE ARRIVALS CHANGE

CANADA 21,487,818 -1.4

MEXICO 15,574,062 20.1

UNITED KINGDOM 3,658,297 3.1

JAPAN 3,298,629 -3.3

PEOPLE'S REPUBLIC OF CHINA (EXCL HK) 2,041,798 21.2

BRAZIL 2,002,304 9.7

GERMANY 1,829,167 2.4

FRANCE 1,513,928 8.6

SOUTH KOREA 1,317,564 6.4

AUSTRALIA 1,152,150 5.5

INDIA 899,122 11.9

ITALY 844,263 11.3

COLOMBIA 769,828 19.2

SPAIN 640,445 12.8

ARGENTINA 635,819 1.0

NETHERLANDS 572,337 4.0

VENEZUELA 542,937 -21.3

SWEDEN 482,934 13.8

SWITZERLAND 448,975 3.0

ROC (TAIWAN) 387,324 7.3

TOTAL TOP 20 FOR Y-T-D 60,099,701 6.2

Total Overseas Visitors: 1999 - 24,466,187 2000 - 25,974,701 06.2% 2001 - 21,832,868 -15.9% 2002 - 19,116,707 -12.4% 2003 - 18,026,213 -05.7% 2004 - 20,322,257 12.7% 2005 - 21,678,528 06.7% 2006 - 21,668,290 00.0% 2007 - 23,892,277 10.3% 2008 - 25,341,451 06.1% 2009 - 23,756,184 -06.3% 2010 - 26,362,616 11.0% 2011 - 27,883,157 05.8% 2012 - 29,761,038 06.7% 2013 - 32,040,423 07.7%

ITA - office of travel and tourism industries

Book from anywhere…

Online booking has never been easier

How can I take advantage

of this business and get

reservations for MY cars?

• Identify your target market(s) you’d like to attract

• Maintain a website that can accept reservations from international customers

• Consider buying additional domain records for your website (.ca, .co.uk etc.) so users in these countries can find you more easily

• Promote your site through search engine optimization (SEO)

• Make sure your business can be found on popular travel sites

• Manage your rates effectively to attract internet shoppers

What technology is available?

• Invest in your website to take reservations that feed directly into your database

• Many car rental software systems have available interfaces to web based reservation systems such as Expedia, Kayak, PriceLine

• Companies like TravelClick, Rate Gain, and Rate Highway can help you manage your rates

Bluebird and RezPower

• Offers you a path to online reservations from domestic and international travelers

• Supports over 25 networks including the GDS systems (Worldspan, Sabre, Galileo, Amadeus) Kayak, CarRentals, Expedia, Orbitz and many more…

Shopper Website • Expedia • Orbitz • Priceline • .com

Rate Mgmt • Shops

competitors rates

• Makes adjustments

RezPower • Publishes rates • Monitors

utilization • Sends

reservations

RentWorks • Provides

utilization • Accepts

reservations

How it comes together

Start a to-do checklist

Have an attractive website that is easy to use

Allow customers to make reservations on the website

Promote the website and make sure it can be found

Be prepared to adjust and adapt to find a winning strategy

Talk to my software vendor to see what they can do to help attract new business

Track the results of your efforts

What is Your Unique Value

Proposition?

The Promise of Distinctive Benefits

Leveraging Strengths & Resources to Deliver Exceptional Value. Price - Rates Convenience - Location Product - Fleet Mix Service – Rental Experience -The Cornerstone of Your Marketing Strategy -

The Impactful Value Proposition

Clear Consistent Concise Unique Targeted Socially Endorsed

Putting It All Together

“At XYZ, renter satisfaction through expedient service is our # 1 priority. Find out why 94% of our international customers recommend XYZ to their friends and family”.

Broadening Your Customer Base

Global Indicators

Content marketing generates 3 times more leads than traditional outbound marketing, but costs 62% less. Globally, 46% of consumers with a digital device used social media to help make purchase decisions. November 2014 YouTube has become the 2nd Largest Search Engine – bigger than Bing, Yahoo, Ask & AOL combined.

38% of leisure travelers and 57% of business travelers use mobile for travel information (Google)

Compelling Stats

International Digital Marketing Plan

Digital Marketing Strategies, Tips &

Deployments

• Web site: branded, user & SEO friendly

• Generic Top-Level Domains vs. Country Code Top-Level Domains

• Language content: created vs. translated

Automated translation vs. Manual

• Use a “call to action” and an International Toll Free number

• Branded Videos

• Mobile Optimized site vs. app

• Rates in local currency

• Fleet images & Specs

SEO – Search Engine Optimization

• Optimization = Organic Traffic • Keyword Research • Country Targeting vs. Language Targeting • Onpage: Content & Site Optimization • Offpage: Link-building • Social: Twitter & Facebook • Submit to US based Search Engines

PPC - Pay Per Click -

AdWords/ Yahoo / MS Ad Center

• Instant Results/ Pay for performance/targeted • KW & Adcopy - vernacular nuances • Big Brands Competitive bidding on KW’s • Monthly Budget Parameters • Managing PPC platform settings and options

Other Online Strategies &

Deployments

• LOCAL Google Places – International • Blogs • Online Reviews: Google places, review centre UK,

TrustPilot • Online Alliances: US based Travel Websites with

Synergy • RAC Online Travel Agents & RAC Aggregators

Social Media

Facebook YouTube Twitter Ask.fm Instagram Pinterest Linked In Tumbler Google Plus

Practices & Policies

Signage - Language Options Staff - Bilingual / Multi-Lingual Payment Methods Accepted Deposit Requirements Ancillary Products – Packages All Inclusive Rates Referral Program Loyalty Program

Tech Tools at the Counter

Signature Pads & Driver License Cameras

Currency Conversion

Rental Agreements

Signature Pads

Drivers License Cameras

Currency Conversion

Contracts & Receipts

Thank you!