changing chances travel industry due to internet
DESCRIPTION
Changing supply chances in travel industry requires different strategy due to internet. Case study ThailandReisgids.nl, an online Thailand portalTRANSCRIPT
Changing Chains...Chances! - ThailandReisgids.nl - case study
Changing Chains… Chances!
ThailandReisgids.nl – A Case study
Objective of this presentationExplain: “How the internet contributed to the TRG jump-off as newcomer in a ‘few player dominated’ industry”
Explain: “What are the key factors 2 success for TRG?”
Changing Chains...Chances! - ThailandReisgids.nl - case study
Topics Introduction Once upon a time…and there was internet! Power shifts How TRG got involved From information provider to package seller Internet Marketing The future Key factors 2 success
Changing Chains...Chances! - ThailandReisgids.nl - case study
Once upon a time…
Changing Chains...Chances! - ThailandReisgids.nl - case study
Once upon a time…powerDistribution power: Travel agents The major connection with the crowdProduct power: (Large) outbound Tour OperatorsHigh allotment and price demands
Product driven market, limited access
Changing Chains...Chances! - ThailandReisgids.nl - case study
And there was the internet! Shift offline to online purchases Travel Agents tried to protect themselves
- Agreements with Tour Operators Tour Operators losing market share to .com Off line distribution expensive Tour Operators go online
Changing Chains...Chances! - ThailandReisgids.nl - case study
And there was the internet! Internet first used as information source, later
for purchases Internet brought products to the people Suppliers (hotels, airlines etc.) go direct Easy access to the market Entry of new players
Changing Chains...Chances! - ThailandReisgids.nl - case study
Shift of Power
Distribution Power: the internetProduct Power: power 2 the people!
Changing Chains...Chances! - ThailandReisgids.nl - case study
How TRG got involved Thailand Tourism Masterplan TAT – NL website 100% information provider Suppliers in Thailand on site Largest Thailand information portal Benelux
How? Internet Marketing!! SEO, SEA, viral marketing, database building
Changing Chains...Chances! - ThailandReisgids.nl - case study
How did we do it? Example Viral Marketing: Jump mee naar Thailand
Changing Chains...Chances! - ThailandReisgids.nl - case study
Problem…How can you earn money?
Sponsors, advertisement, affiliate marketing
Result: not sufficient - Market too small- Try not to be our own competitor
Changing Chains...Chances! - ThailandReisgids.nl - case study
Solution?Hotels & CarrentalSpecial booking engine
Changing Chains...Chances! - ThailandReisgids.nl - case study
Solution?Package Tours!!
Result of Demand driven marketWe did not want to become Tour Operator
Local network present
Changing Chains...Chances! - ThailandReisgids.nl - case study
Problems with package tours…
Not sufficient knowledge about Tour Operating How does this work? Administration? Juridical? Operations? Low man capacity so processes should be automated
People ask for flights.
Changing Chains...Chances! - ThailandReisgids.nl - case study
Airline tickets
Strategy: gain market shareAmadeus CRSStill time consuming
Changing Chains...Chances! - ThailandReisgids.nl - case study
What’s next?Change positioning: from information provider to holiday sellerMore internet Marketing (SEO, Social media etc.)New media Marketing (mobile phones)Research, Trail & Error
Changing Chains...Chances! - ThailandReisgids.nl - case study
Key factors 2 suc6 Detailed Information provider, therefore large number of
visitors on the site Successful Internet Marketing Our network in Thailand Being innovative and constantly launch actions Do not be afraid to start something new or be afraid for the big
guys; the internet provides chances for new innovative specialists Internet marketing innovations (new media)
Changing Chains...Chances! - ThailandReisgids.nl - case study
The future…
Augmented reality...Augmented reality 2
Changing Chains...Chances! - ThailandReisgids.nl - case study