Developments in the UK travelmarket - Vicki Wickens
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Tijdens het Holland Marketing Congres 2013 gaf Vicki Wickens, Hoofd Business Development van Expedia (UK en Ireland) een toelichting op de recente ontwikkelingen in de Engelse reismarkt.
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Developments in the UK travelmarket - Vicki Wickens
- 1. Holland Marketing Congress February 5th 2013, Amsterdam
- 2. Agenda • Introduction to the UK Market • Current landscape • Opportunities and recent developments • Holland and the UK Market • Performance of Holland in the UK • How to effectively grow your business • Building a brand on the web • Strategic Marketing Partnerships • Summary and Questions
- 3. Introduction to UK Travel Market 3 ©2010 Expedia, Inc. Media. Confidential and proprietary. All rights reserved.
- 4. Of Brits plan to increase their spending on travel in 2013 ©2010 Expedia, Inc. Media. Confidential and proprietary. All rights reserved. 4
- 5. The UK Travel Market Today… • The market is growing • GBV up 5.6% in 2012 • £41.7billion business • Online is key… • Online bookings up 9.2% • £22.4million • Over 50% of all bookings ©2010 Expedia, Inc. Media. Confidential and proprietary. All rights reserved. 5
- 6. Online is the key… ©2010 Expedia, Inc. Media. Confidential and proprietary. All rights reserved. 6
- 7. Who are the key players…? ©2010 Expedia, Inc. Media. Confidential and proprietary. All rights reserved. 7
- 8. Threats & Opportunities… Currency fluctuations can have a significant impact on bookings and travel… In 2013… With the Euro falling against the GBP, there is an opportunity for Holland to grow visitor numbers as the destination becomes more cost-effective for visitors ©2010 Expedia, Inc. Media. Confidential and proprietary. All rights reserved. 8
- 9. How can you grow your business?
- 10. Building a Brand in the UK Marketplace... What are you looking for from your marketing activity? • Efficiency? • Scale? • ROI? • Open new markets? • Diversify revenue streams? • Increase awareness? • Drive Sales? • ALL OF THE ABOVE?
- 11. E-Marketing - 5 tips • Define what you are trying to measure – Sales? Market Share? Traffic to your website? • Understand your target market – Consumer or Trade? • Know your e-marketing tools – Display media, SEO, SEM, Email marketing, social media... • Remember that the consumer is king – Consumers want value, they want to engage and they will shop around • Find the right partner – Can they provide wider distribution for your products? How will they market your destination or service?
- 12. 5 Steps to Evolutionary Marketing + 5. Upgrade your site for ancillary Consumer Relevance revenues + 4. Be active on UGC* sites + 3. Run marketing campaigns + 2. Promote deals and offers 1. Get your product onto the shelves Long-term Brand Value *User Generated Content
- 13. Working with OTA’s and other distribution channels can help drive traffic and bookings on your own sites… The ‘Billboard Effect’ Consumers who see the advertising in Expedia convert 3 times more on your site Exposure on OTA/Distribution Channels 13% Visitation to Your Site Partners who include an online 12% distribution partnership in their marketing strategy: - Reach more consumers - Generate increased bookings. Case Study: Cornell Billboard Effect - http://www.advertising.expedia.com/en-us/about-ems/case-studies/Pages/CornellBillboardEffect.aspx ©2010 Expedia, Inc. Media. Confidential and proprietary. All rights reserved. 13
- 14. Optimise your production to meet the needs of the market… Ensure you have a strategy in place for every UK traveller… Last Minute Last Minute Short Term Short Term MediumTerm Medium Term Long Term 0-30 Days 0-30 Days 30 + days 30 + days 60+ days 60+ days 90+ days Leisure Travel Leisure Travel Strategy Strategy Package Strategy Package Strategy ? Corporate Travel Corporate Travel Strategy Strategy MOBILE Strategy MOBILE Strategy ? ?
- 15. How to Influence the Travel Decision Making Process • Build your own brand to showcase and convert your products and grow your business • Combine media products • Build brand awareness • Drive conversions Target specific content Drive conversion Make the experience Impact the point of Highlight integrated in trusted purchase; offers, Use direct email to environments, exposure, reminders key prospects, leverage social and segment and peer opinions understand your Build Awareness audience Capitalise on the “bill board” impact of relevant display advertising
- 16. In Summary • The UK market is growing despite the current economic situation • 23% of Brits plan to increase their spending on travel in 2013 • 50% of all bookings in the UK are made online • Currency fluctuations are an opportunity AND a threat to Holland in 2013 • Be ahead of the game and develop marketing strategies that target the right customer, at the right time to grow revenues and build your brand. ©2010 Expedia, Inc. Media. Confidential and proprietary. All rights reserved. 16
- 17. Thank You Vicki Wickens | Head of Business Development | UK & Ireland E: vwickens@expedia.com T: +44 (0) 207 019 2028 17 ©2010 Expedia, Inc. Media. Confidential and proprietary. All rights reserved.