dexport e-travel summit 2014

DexportSucceeding in German e-travel

Alexander LamprechtOnline Marketer & New Business

alexander@dexport.nl

Duitsemarkt.nl

twitter.com/Duitsemarkt

088 - 339 76 78

facebook.com/Duitsemarkt

Agenda

1. The German e-travel market2. Entering the German market3. Best practices

1. The E-travel market in Germany

€ 60 Miljard

25% Groei

● 54,8 million German travellers in 2014

● 40,5 million used internet for travel info

● 36,2 million with mobile internet access (growth 9,7 million)

1. Which geographical region aims your focus?

Difference between east & west:● Berlin, Hamburg & Munich juicy for

E-Commerce● Rhineland-Palatinate highest

growth in internet usage● North Rhine-Westphalia, Baden-

Württemberg & Bavaria are juicy provinces with a high purchasing power

1. Favorite holiday destinations of Germans

Popular destinations:1. Mediterranean Sea2. Germany3. Short trips to the

Netherlands & Austria

1. Travel transportations of the Germans

● By car & plane● Trend: more short trips & more

often

1. Preferred travel booking channels

● Less frequently through the traditional travel agent

● More often online or directly at the provider of the accommodation

● More often transportation on one’s own account

1. Be aware of legal issues

Is your webshop legally secure?● General Terms and Conditions Act

(AGB)● Legal Notice (Impressum)● Protection of privacy (Datenschutz)● New right of withdrawal!

Starting 13’th sept. the “Deutscher Konsumentenbund” will screen webshops more actively.

2. Entering the German market

● Right focus● Constant growth model

2. Roadmap: Succeeding in German E-Commerce

2. The right Marketing Mix

● Define USP’s & communicate them through all channels

● Visible via SEO, SEA & comparison site from the start of the search funnel

● Realize CPA targets by using good focus & conversion optimization

● Expand fanbase by using social campaigns

● Broaden reach by using affiliate marketing

2. How do you set up your German team?

2. What does the German customer want?

● Sharp price● Excellent customer service /

possibility of making bookings by phone● Sharp offers which are actual on stock● Huge amount offers & clearly arranged

on site● Easy search navigation● Easy booking process

3. Best practices

3. Best practice: ChaletsPlus

www.chaletsplus.com

3. Best practice: Holland Sail

How to recruit travel bloggers: ● Organize a sail trip & combine it

with a spectacular event ● Use Twitter & Xing ● Key to success in Germany:

personal contact with relevant editorial offices

3. Best practice: Canal Company

● Content creation: interesting website & more visible by integrating more relevant keywords

● Organic growth by SEO optimization & linkbuilding● Google AdWords management with focus on optimal CPA

Keep informed on relevant German E-Commerce topics

Do you have any questions?Don’t hesitate to ask us...