The OnlineTravel Market

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Presented by

Michelle Ackers

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How much is the online travel market worth?

Which online channels get the bookings?

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How does each tourism sectorperform online?

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Australian Accommodation Network Map

What does this tell us for eachtourism sector?

• Airlines develop their own online bookings systems and areeffective at directing bookings to their websites.

• Accommodation is much more fragmented but is continuallyincreasing online bookings. They rely heavily on travel websites.

• Car Rental companies benefit from bookings through bothonline travel agencies and their own websites.

• Dynamic Packaging will increase as online travel agenciesdevelop their online strategies more.

• Tour & Activity operators suffer from lack of online bookingtechnology and traveller reluctance to book in advance online.

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How to get bookings from your own website

• “If you build it, they will come” - not always true forwebsites…search engine rankings are important

• List on as many travel and directory websites asyou can to direct traffic to your own siteMore listings = More Traffic = More bookings

• Show your availability for bookings

• Email booking requests are now common but notinstant…consider REALTIME online booking tools

• Managing your internet presence does take timebut it is cost effective

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What online booking systems can offer

• Secure instant booking and payment tools for your ownwebsite

• Funds Management of bookings - payments and refunds

• Automated updates of availability and pricing from yourown system

• Listings on their own travel websites or partner websites

• Easy set up and cost effective

• Charge monthly fees or % fees on bookings

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Updating of booking websites

• “Channel Managers” like Siteminder and EZ Yield can help saveyou time

• They distribute your availability and pricing information to avariety of online booking websites

• You don’t need your own reservation system or online bookingtool to use a channel manager

• Tend to charge monthly fees

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Travel Websites

• Mix of travel organisations, last minute websites, niche andregional sites, directories and maps

• There is a lot of choice and competition for share of onlineaccommodation bookings. Initially 28 days focused, now aswing towards 12 months

• Research the relative costs and traffic of each provider,especially if you have to pay to list

• Judge which options suit your business best in terms of targetmarket, budget, system links, and time commitment

• They will all direct traffic to your own website

Top Travel Websites in NZ

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Top Travel Websites in Australia

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Summary

• The online travel market is growing and continually evolving

• Managing your online presence and bookings is now an integralpart of your marketing mix

• There is not one perfect solution - the more exposure you canget online the better.

• People increasingly want “instant” answers

• Research the options - if you’re not confident seek advice

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Thank You

ADEPT Marketing

Marketing Management | Online MarketingTourism Marketing | Strategic Planning

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Michelle AckersADEPT Marketing

Tel: 021 02908060Email: michelle@adeptmarketing.co.nzKerikeri, New Zealand

www.adeptmarketing.co.nz