Changing supply chances in travel industry requires different strategy due to internet. Case study ThailandReisgids.nl, an online Thailand portal

1. ChangingChains… Chances! ThailandReisgids.nl – A Case study Changing Chains...Chances! - ThailandReisgids.nl - case study

2. Objective of thispresentation Explain: “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

3. Topics Introduction Onceupon a time…and there was internet! Power shifts How TRG gotinvolved Frominformation provider to packageseller Internet Marketing The future Key factors 2 success Changing Chains...Chances! - ThailandReisgids.nl - case study

4. Onceupon a time… Changing Chains...Chances! - ThailandReisgids.nl - case study

5. Onceupon a time…power Distribution power: Travel agents The major connection with the crowd Product power: (Large) outbound Tour Operators High allotment and price demands Product driven market, limited access Changing Chains...Chances! - ThailandReisgids.nl - case study

6. 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

7. 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

8. Shift of Power Distribution Power: the internet Product Power: power 2 the people! Changing Chains...Chances! - ThailandReisgids.nl - case study

9. How TRG gotinvolved 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

10. Howdid we do it? Example Viral Marketing: Jump meenaar Thailand Changing Chains...Chances! - ThailandReisgids.nl - case study

11. 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

12. Solution? Hotels & Carrental Special booking engine Changing Chains...Chances! - ThailandReisgids.nl - case study

13. Solution? Package Tours!! Result of Demand driven market We did not want to become Tour Operator Local network present Changing Chains...Chances! - ThailandReisgids.nl - case study

14. Problemswithpackage 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

15. Airline tickets Strategy: gain market share Amadeus CRS Still time consuming Changing Chains...Chances! - ThailandReisgids.nl - case study

16. What’snext? Change positioning: from information provider to holiday seller More internet Marketing (SEO, Social media etc.) New media Marketing (mobile phones) Research, Trail & Error Changing Chains...Chances! - ThailandReisgids.nl - case study

17. 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

18. The future… Augmented reality... Augmented reality 2 Changing Chains...Chances! - ThailandReisgids.nl - case study