BTO2017 | TEN - Growing Tourism - Hjalti Baldursson - Bokun
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Day TWO BTO2017 | TEN Giovedì 30 novembre FOCUS Hall Double Digit https://www.buytourismonline.com Keynote Speaker Hjalti Baldursson Bokun Stefano Zeni GTA Nicola Delvecchio Teamwork
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BTO2017 | TEN - Growing Tourism - Hjalti Baldursson - Bokun
- 1. Growing tourism How technology is changing the distribution landscape for Tours and Activities
- 2. Hjalti
- 3. Tours & Activities Fastest Growing Tourism
- 4. 30% YEAR ON YEAR GROWTH
- 6. Online sales are taking over! 23 % 43% 67% 83% 2014 2015 2016 2017
- 7. Bookings 48 hours or less before departure 85%
- 10. Cross-selling from local partners 33%
- 12. CROSS SELLING LARGEST SALES CHANNEL
- 18. Combo tours 2
- 24. Accommodation 9% of total bookings > Global OTAs
- 28. Distribution platform for the major resellers … and many more
- 29. What if my products were sold in 200 websites?
- 30. Is it really this simple?
- 33. Why is tourism growing?
- 34. Why is tourism growing? Everyone is online
- 35. Why is tourism growing? Great product offering
- 36. Why is tourism growing? Great visibility of products
- 37. Why is tourism growing? Happy tourists!
- 39. THE NEW DISTRIBUTION LANDSCAPE FOR TOURS AND ACTIVITIES Stefano Zeni, Head of Commercial Management and Destinations Services GTA
- 40. Powering Global Travel 58,000+ Hotels in 8,000+ destinations & 180 countries 16,500+ Tours, Activities & Transfers in 1,000+ destinations 25,000+ bookings made every day 50,000+ clients in over 130 countries
- 41. Fragmented market No consolidation Local operators Technology gap Last minute bookings In-destination purchasing decision Traditional distribution How technology can streamline Tours & Activities distribution ? Increase local suppliers visibility Capture last minute bookings Maintain sustainable growth Enhance travellers’ experience Provide competitive advantage Tours and Activities challenged landscape today
- 42. OUR VISION: Make Distribution easy for our partners
- 43. Connecting the Travel Industry 58,000+ Hotels 16,500+ Tours & Activities 50,000+ clients
- 44. Connecting the Travel Industry tomorrow 58,000+ Hotels 16,500+ Tours & Activities 50,000+ clients
- 46. Let’s grow the pie hjalti@bokun.io stefano.zeni@gta-travel.com
Hinweis der Redaktion
- Hi everybody I’m here today to talk about the importance of tours and activities and for a tourism region. I love the topic of distribution of tours and activities. If you think about it – distribution of tours and activities is evolving at extreme speed. But more importantly - Tours and activities are increasingly becoming a deciding factor when tourists decide where to go to.
- I come from Iceland. The only place on Earth where parents are cruel enough to name their children Hjalti - which is my name.
- But Iceland is also The hotspot of tours and activities – and one of the fastest growing tourism regions in the world.
- Tourism to Iceland grew by 39% last year and has been growing at the rate of 30% for 4 years.
- One of the key reasons for the growth of Iceland as a tourism region is that Everyone is online.
- Online bookings in Iceland have grown from 23% to 83% in a very short time. The tourist simply doesn’t want to book via emails or telephone.
- The brutal reality is this: The tourists don’t book tours and activities days, weeks or months in advance. The tourists book tours and activities less than 48 hours prior to departure. It’s simply not possible to maintain a businees by having booking cut-off times or confirm the booking later.
- My company Bokun has the privlage of powering almost all the bookings for tours and activities in Iceland.
- The fact that almost all the bookings in the country go through our software, gives us a uniqe dataset on distribution. I want to run you through some statistics on distribution from Iceland. Even though we're a global company - everybody in Iceland is using Bokun so we have a comprehensive picture of a whole mature market with tourists from all over the world. In fact Iceland is probably the only destination, where data gathering like this is possible. The amount of bookings behind this pie chart is €300 million A few years back all bookings were direct offline and through agents. Direct offline is when a customer simply shows up or books through telephone or email. Not online – not through resellers. Today it’s down to 17% and shrinking fast. Of course a few years back nobody sold directly through their websites - which is the direct online pie– which is now 31% of sales. And there were no OTA’s like TripAdvisor, Viator, Expedia Local Expert or Get Your guide. We’re integrated with all the OTAs so all their bookings go through Bokun. Today OTA’s account for 7% of total bookings which is probably less than some of you might have thought. But it’s a lot anyways. According to a Phocuswright research the OTAs account for 4% in the United States, but I beileve that the they will increase at least up to 7% globally. The reason why I say that, is that Iceland is ahead of the curve, since everyone is online and technologically advanced Now, you might be thinking– what is this Bokun Marketplace which is the largest sales channel.
- The Bokun Marketplace is a cross-selling platform that enables any supplier or reseller to cross-sell the products of others. Let me explain it in a short video
- Play video
- So to sum up cross-selling has become the single largest sales channel. Our customers have made well over 15,000 online contracts through Bokun to cross-sell the products of one another and the number is growing exponentially.
- To demonstrate the new reality of distribution: 65% of our suppliers - like the ones you saw in the video - have active cross-selling contracts with other suppliers – not only resellers. This is an absolutely new way of distribution.
- But another interesting shift has spun out of the connectivity of everybody
- Our customers, started experimenting with creating combination tours. It's basically two products bundled into one.
- It's very easy to manage, - since the availability of the combo product is dependent on the two stand-alone products.
- Here’s an example of this. This is a whale watching company - that has created 28 combo tours bundling their own products with the products of somebody else. You have here - Whale watching and horseback riding, whale watching and rafting, whale watching and ATV’s etc.
- There can be different reasons why combo tours are so popular. It can be because of different pricing, duration of the combo product or is simply more appealing than of the two stand-alone products.
- But not less important – it increases your new commission income - when a supplier sells a combo tour - like the whale watching company did in the example we saw – it receives commission income from selling the third party product. The companies are therefore creating a new revenue stream through this. And really anybody can do it.
- Today around 15% of all products being sold in Bokun are combo products. We think that is only going to increase!
- But not only suppliers are benefiting from the connectivity of everybody. It's also the resellers. Here’s is an example of an airline called Wow air. That started reselling tours and activities to create ancillary revenue. So basically - what they did - They set up a website - in one day – made digital contracts through Bokun with the suppliers and started selling instantly in real-time with automatic availability and price checks. In the beginning they promoted the tours and activity products by sending automatic emails to their flight passengers.
- Then they started selling tours and activities in their app for all their flight passangers
- And now they've even selling tours and activities through their flight booking engine – so basically whenever I'm booking a flight to wherever - let's say London - I'm being offered tours and activities in London - and in the same transaction as buying the flight.
- Hotels account for 9% of the total tours and activities bookings! Even though it’s in many cases a complete side product of the hotels - together they’re a larger reseller than the global OTAs like TripAdvisor and Get Your Guide.
- It’s very easy to do. Extremely easy. We have airlines, online newspapers, bloggers, hotels, all generating income from the sales of tours and activities through the Bokun Marketplace.
- New resellers are joining the marketplace every week.
- Think about it! If your products were being sold in over 200 websites in real-time?
- Now – I’ve been talking about how easy it is to cross-sell and make contracts. Let me show you how it’s done.
- Play video
- So the first lesson here is – you have to be online Everyone is online.
- This is exactly the core reason why Iceland is growing faster than other tourism regions.
- This is exactly the core reason why Iceland is growing faster than other tourism regions.
- Not only is it possible to enhance the product offering if everybody is online
- But the visibility is also much greater. Because the good products are being sold all around the internet.
- Which means that it’s more likely that the tourist will find what he or she is looking for.
- But now to the fun part! Finnair and Bokun are teaming up to get the Finnish tourism industry online! We want to encourage everybody in the industry to join hands – to increase tourism to Finland.