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Increase Direct Business and Brand Awareness with Next Generation Interactive Travel Shopping. Merging local knowledge, publishing, advertising and bookings in a seamless conversation
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Increase Direct Business and Brand Awareness
knowledge engineering
Next Generation Travel Shopping
Merging local knowledge, publishing,advertising and bookings
in a seamless conversation
A Unique Platform for Destination Marketing
Advertising is the Driving Force for Direct Travel Marketing and Branding
Bookings is the Call to Action
AXSES has merged advertising and bookingsalong with local knowledge
into a single powerful marketing solution
with a sophisticated and simple interface for managing advertising and bookings
in multiple channels across multiple platforms
knowledge engineering
Knowledge engineering
In 2006 major brands direct online was 81.4%
- Small hotels less that 5% directOnline sales are increasing
Direct sales have have greatest growth potential
In this environment hotels do not have to rely on high cost distribution
Many axses clients get the majority of their business Direct
Internet is about being direct!
It is the most efficient marketing and distribution medium ever made for Direct Business
Knowledge engineering
Brand IntegrityMaintaining the key elements of the brand
The Medium & the Message
Differentiation - Personality
Ownership
Promise & Expectation
Relationship - Loyalty
Sustainability
Knowledge engineering
Brand Integrity
The Medium – Choice of channel does reflect on the Brand.It is not always good to be seen as Expedia or as Kayak etc. In many cases a different drum attracts travelers to the small hotels. They are looking for a personal touch. No matter how tight the Integration is, travelers are aware. They will spot tell tale design and URLs, they will know who they buy from.
The Message – The message is much more than content. It is also about form and function. You choose to buy at store X for many reasons but if there are no price tags and you have to go to the counter to get a price- would you bother? Creating a message that is not fully integrated with the product is similarly dissonant. The shopping experience should be fully fluid.
Knowledge engineering
Brand Integrity
Promise & Expectation – A Brand is a promise.It can say we are a small family hotel, we are local, we are friendly, we are different, we care. What is the Brand of Expedia? Their mission statement says: “We are on a mission to be the largest and most profitable reseller of travel in the world”.
Differentiation & Personality - Differentiation and personality are conveyed by the suppliers’ website, by its individual tastes, its use of colour, its layout and its processes. OTA’s like Expedia do not create a brand personality for its suppliers. Expedia is the brand, and the products is a commodity. In the end, no matter what, the traveler is buying from Expedia.
Knowledge engineering
Brand Integrity
Relationship – Travelers build a relationship with their suppliers. If you have bought from Expedia and you got what you wanted, you will most likely go there again to check out other options (properties, products, destinations). Creating the Expedia relationship diminishes the hotel brand and can result in loss of repeat business
Loyalty – Expedia is building its own loyalty program.Much like the airlines. Small hotels can and should reward repeat clients and clients that refer others to them. Loyalty programmes work. The visitor’s loyalty should be to the hotel or the DMP but definitely not to Expedia. AXSES has loyalty solutions for the hotel brand. Expedia does not! We are aware of several hotels where appropriate use of branding and loyalty programmes has resulted in 80-90% of business being repeat business.
Knowledge engineering
Brand Integrity
Ownership – With arcRes, the database belongs to the supplier. This database is unique in that it captures leads as well as committed shoppers. arcRes database marketing allows hotels to market directly to their leads and their guests. Expedia has its own marketing tools, aimed at promoting its own Brand.
Sustainability – if you don’t own the brand and don’t have the relationship and loyalty, your business will not be sustainable.
Brand Integrity is too important to contract out
OTA do not provide seamless shopping and branding
OTA build their brads, their loyalty and sustainability
Knowledge engineering
Travelers visit 6 or more travel portalsand several supplier sites
Start with Travel Guides/Destination sites
looking for information and direct links to suppliers websites finding options
Online travel shopping is tedious. Travelers may use channels not by choice but for expedience!. Often they see OTA as offering the “Best Price in the Market” By contract supplier websites are hard to find, hard to navigate, in-consistent and do not offer the best value
How people buy
Knowledge engineering
both destinationand supplier branding
Many travelers prefer to buy direct – particularly Dominica travelers(personal, service, attention)
They have to be persuaded “brand promise”They want value
Travelers look for best value
Strategic priority: Build interest & desire – “Branding”
t
Suppliers are embracing the OTAs that have become dominant in travelers minds as being the “best place to shop”. But suppliers loose brand control and brand integrity in doing so.
Knowledge engineering
Travelers look for best value
Brand Integrity - lost in the channel Traditional shopping sites/booking engines do not build your brand
Expedia: “mission to become the largest and most profitable Seller of travel in the world”http://investors.expediainc.com/
Closed loop – no product personality
Medium & Message Promise & ExpectationDifferentiation - PersonalityRelationship - Loyalty Ownership – Sustainability
No seamless experience
Knowledge engineering
Destination Marketing Context Local Knowledge - Brand Promotion/ Advertising
STICKINESS
direct links and product promotion
comparison charts shopping listsloyalty programs best price guarantee
travelers resources travelers websitelocal knowledge3rd party reviews social media
Travelers want to see supplier sites
Direct links at all stages of the buy cycle
Product Promotion
Build a reason to returnFacilitate shopping
.
Knowledge engineering
AXSES Next Generation Shopping Platform
- Changing the options!
Destinations can now build hybrid marketing channels using AXSES merged technology
The new shopping platform focus is on building the brand, offering expert systems, local knowledge, features and specials and “best price guarantee” in a fluid open conversation
Travelers can see the product, read reviews, visit suppliers websites, get instant quotes, save itineraries and buy at anytime, all right where they are
.
Knowledge engineering
Searching - Shopping – Product Branding: Merge
“Each element in the search-ads-shop-buy cycle is undergoing a period of intense innovation, making each increasingly significant, yet interdependent. In fact, searching, shopping and buying – once distinct terms describing different behaviors – are blurring at a furious pace”. The perfect storm - Philip C. Wolf, President and CEO, PhoCusWright Inc.
AXSES technology is leading edge!. We have integrated product branding with all phases of the shopping cycle into a seamless supplier focused experience
direct sales – facilitating distribution
Interactive advertising works! Travelers stay longer and use all options
Knowledge engineering
20%
38%17%
14%
5% 5% 1%
hosting Mtn reg adverts smartads arcres production google other
Travelers want to go to supplier websites - no matter where they are
Advertising is the most significant revenue opportunity
Advertising – Strategic revenue opportunity
$$ Revenue
# Clicks in all channels
Even in our booking channels, given the option to go direct travelers do so..
# Clicks in Bookings Channel
bookings
Advertising 54%
hostingmiscgoogle
production
Clicks
89%Go to
website
81% Go to website
Knowledge engineering
Destination Marketing is “Branding First” Bookings follow!
Advertising builds the Brand
50 % of ads are now smart. 56% of clicks are Bookable
Advertising provides the direct links – product exposure
Knowledge engineering
We provide both Advertising and Bookingshighly tuned advertising platform integrated with e-commerce shopping/marketing
Advertising manager + e-commerce suites = bookable-adsTM
Caribbean resort based; supplier rules, supplier terms, supplier inventory options, payment options, supplier brand, supplier centered
Knowledge engineering
Bookable-Ads Marketing
- exposure
– desire
- process
- bookings
Webinfo, scripts, video, virtual tours, photos,combination of direct linksAnd resources
Cost compare, listsquotes, local knowledgereviews, specialsdynamic packaging travelers resources
MarketingSEO – Niche Channels
Integrated with dynamic, content, ads, quotes, mapsValue reason to buy nowBest rate guarantee, loyalty programs
Knowledge engineering
Tailored Descriptions Photos, linksadd with arcRes Tool
Smart Ads Marketing - Themes Barbados family vacationPublished (SEO) and tailored to te occasion
Knowledge engineering
Smart Ads Marketing - Specials Barbados vacation specials
eSpecials – quotes, bookable
RSS pushSpecials to 1000’s of site
call to actionThe hotel site
Knowledge engineering
Smart Ads Marketing - Quotes Bookings Beach View Hotel Barbados
Knowledge engineering
Smart Ads Marketing – by name
Beach View Hotel Barbados
Hotel site rank boosted by our links & marketing
Knowledge engineering
Bookings Conversion report Typical small hotel
16.4% of all lookers booked people who got at least a quote 59.5% of success booked successfully completed the process 0% of invoicesgot to the invoice stage 5.7% of quotes
Clicks ##
June to Aug. 23 2009
$ 88 million bds direct booking requests to Barbados2008: arcRes network
Knowledge engineering
Bookings Conversion report: Small hotel June to Aug. 23 2009
In the first 7 days of Sept.
They have 8 bookings totaling US$ 5534 andcovering 51 nights
.
Knowledge engineering
Integrated marketing that works
Bookable-Ads TM
Bookable-BannersBookable-MapsBookable-ListsBookable-SpecialsBookable-ThemesBookable-ActivitiesBooking-Partners
.
Knowledge engineering
arcAds management and reportingTracks every click on every ad on every ad spot
Place any type of ad anywhere with a simple online ads managerDetailed Reports and analysis
Multiple Ad types
.
Knowledge engineering
Tracks every click -on every page - on every ad spot
.
Knowledge engineering
Tracks every click on every ad on every ad spot
7995 clicksCPC $0.15bds
Avg. cost $2.5 us
.
Knowledge engineering
Travelers have a keen interest in Bookable-ads
using all of the ad-options (rates etc)to help make the right choice
Bookable-maps have increased AD use by 300% in many cases (3 clicks on rooms, rates, quotes, photos, and compare,
for every click to the website)
.
Knowledge engineering
arcRes and ArcAds
Managing multiple sitesand applicationson several platforms
e-commerce platform Website Booking Engine for hotels, villas, cars, activities, channel management, GDS, marketing tools, e-commerce management
Knowledge engineering
.
Easy to use supplier toolsAll inventory optionsAll payment optionsAll Guarantee optionsFull control of content Research NewsletterClient ManagementDatabase MarketingFlexible Family plan & agesFlexible rules & policies
Groups – Specials – PackagesThemes ManagementCo-Marketing (Partners Program)
Distribution | GDS | AffiliatesFaceBook
Knowledge engineering
.
Easy to use marketing/management tools
Suzanne at Ocean Bliss
"arcRes is so easy to manage. It is a very efficient site. Most of my bookings come from arcRes.
The support that I get is awesome. If I have a problem,I get a response right away. It is very good. I love it!“
Rates management
Reservations management
Databasemarketing
Client management
Channels management Themes Packages SpecialsPartners
Knowledge engineering
arcRes for Tourism Website
Database of lookers and bookers
RatesRates
Rates
Packages and Specials
ContentIntegration
Knowledge engineering
Transaction details for hotel and partners
Selling propertytracked on partner record
arcRes for Tourism Partnerships
Properties selects partners
Selected partners displayedFinal bookings page
Widget on website
Knowledge engineering
many results
arcRes for Tourism Partnerships
Flight search - GDS (Sabre) ian.com affiliate partner
Airlines webrates now available to GDS
FREE – Branded Solution $250setupAir search form set with arcres traveler details
Airline Search & bookings is non commissionable – this service offered as a convenience. Some service fees may be applied – Branded solution receives 50% of services applied
ARCRES
Knowledge engineering
Property descriptionand photo
Quotes
Room descriptions
Rates
Specials automatically shown through RSS feeds.
Bookings
… all shown in Facebook and updated easily in arcRes.
arcRes for Facebook
Knowledge engineering
Transaction record show agent. Custom reports available
Caribbean Specialists Resources
Links to:
Barbados
Sandy Lane
A Bookings Barbados Service direct on Travel Agents site
* Axses supplied agent website
* Agents own website
arcRes for affiliates
For the traveler:: compare lists, quotes, myRealHolidays website- -itineraries
Knowledge engineering
arcRes for Portals
For the traveler:: compare lists, quotes, myRealHolidays website- -itineraries
Network of SitesNetwork of Sites
Knowledge engineering
arcRes for Direct Marketing
Transaction manager & Database (leads) Marketing
Direct marketing system = broadcastarcMail = personal
arcRes GDSGDS
Knowledge engineering
3000 million reservation per month
400,000 travel agents
40,000 iDS
arcRes for GDS
Automatically load arcRes to GDS
Knowledge engineering
arcRes for Facebook arcRes for GDS
arcRes for e-Specials
arcRes for Affiliates
arcRes for Google Maps
arcRes for Your Website
arcRes for Bookable-ads
arcRes for Portals
arcRes for RSS Marketing
arcRes Marketing Suites
http://arcres.com/ecommerce-and-travel-marketing.cfm
arcRes for Partnerships
.
Knowledge engineering
Combining Bookings and Advertising
Building Brands and Direct business
Giving travelersa uniquely rich experience
More clicks and exposure of brands
More leads and database marketing
More brand control
*engineering information & process for the knowledge based economymaking information malleable, configurable, searchable, accessible and delivered to suite
knowledge engineering
Examples of Bookings Portalsbuilding brands
advanced technology | know-how
training & support
.
.
Knowledge engineering
Powering custom designed destination portals IntimatehotelsBarbados.com
.
.
Knowledge engineering
Powering Bookings Franchise’s
Direct Marketing
Knowledge engineering
BookingsDominica.comBookings, Marketing and Branding
Directory of all accommodationSearch EngineComparison shoppingThemes MarketingSEO footprint Members ToolsPortal ToolsTravel PlatformDirect MarketingBrand ControlGDS integrationE-commerce managementNiche Channels
Knowledge engineering
BookingsDominica.com: Marketing platform
Navigation – themes-search-liststravel guide-travel planning-travelogues
Search 100’s
Themes
Directories 5 pages Strategic content 40 pagesShopping, quotes, bookings, direct marketing, reports
Specials, Packages, Activities, Maps
Knowledge engineering
BookingsDominica.com: Marketing platform
NavigationSearch 1000’s
Themes
Strategic content 40pages
Specials, activities,maps
Knowledge engineering
BookingsDominica.com: Marketing platform
Navigation
Themes
Strategic content 40pages
Specials, activities,maps
Knowledge engineering
BookingsDominica.com: Marketing platform
Knowledge engineering
Themes MarketingInformation tailored to the occasions
Tailored to the theme
Database Marketing
Traveler information
3rd partyreviews
Knowledge engineering
Destination Marketing Context – Brand integrity
Travelers want to see supplier sites
Direct links at all stages of the buy cycle
Product Promotion
Build a reason to returnFacilitate shopping
The Medium is the Message
Differentiation - Personality Promise & Expectation
RelationshipLoyalty - Ownership Sustainability
Stickiness | Seamless
Knowledge engineering
BookingsStLucia.com SUPPLIER ROI
How much money can a hotel save by using this system?
Case Study results for Hotel X that started using the arcRes Bookings-Expert December 2008 to July 09.
Revenue generated from direct bookings $118,287 USD
Revenue that the same sales would have generated using 3rd Party Booking Engine given 15% off Rack Rates: $100,544 USD
Cost/Investment in System: $ 375 USD (Includes set up and training of Booking Engine and 1 Ad Special for the year)
ROI: $ 17,368 USD (over a 6 month period)
.
.
knowledge engineering
Creating long term sustainabilityDirect channels, destination marketing build brands & profits…. that last
From Distribution Branding To Supplier Branding /direct sales
Old paradigm- closed loop, distributor brand, distributor control & loyalty, high cost, vulnerable, fickle (ccourt, twt, trends)
Destination marketing, supplier brand, open loop, supplier control, supplier loyalty, supplier profits, Barbados profits
.
.
knowledge engineering
OUR OfferDirect channels, destination marketing build brands & profits …. that last
We Build your website bookings options as you want it at competitive and fair rates
We give you 50% of that as an investment in Bookingsyourdestination.com Franchise *
• min investment is 2500 us $
.
.
knowledge engineering
Create a Supply Chain Solution for StakeholdersMultiple Channels managed by a single admin
From multiple fragmented admin. To a single Umbrella
TA’s/IDSTA’s/IDS
IDS
IDS
Destination portals Destination portals
Knowledge engineering
AXSES PEOPLE
Directors
Ian Clayton: CEO
John Gibbs: Managing Director
Kathy-Lynn Ward: Director Operations & Programming
Programmers/Technical
Shelly BurkeHussein GrantKris GoodingAndré Rock
Marketing and Support
Julia Hyndman: e-commerce MarketingAnn-Marie Morris: Web MarketingJanelle Knight: Web Marketing
St Lucia Partner: Glace Graphics
knowledge engineering
T h a n k y o u
Testimonial
“I can’t sing the praises of AXSES enough. I think they are doing a fantastic job in terms of tourism marketing.
The staff are very knowledgeable and always willing to assist clients. Each step along the way during the last decade,
they have made our advancement into the wireless world that much easier.
For example with regards to GDS and with tailor-made marketing initiatives for the property.”
Nautilus Beach Apartments Sept 2009
MILESTONES
1996 Launched Barbados.org. Established AXSES SCI, Barbados. 1999 Launched Realholidays.com dynamic packaging
2001 Launched ArcRes.com Reservations system
2002 Launched BookingsBarbados, affordable bookings & reservations
2004 Launched DestinationSuites.com
2005 Launched Integrated GDS solution with Reserv
2007 Launched BookingsFranchise.com
2008 Bookable-ads, Bookable-maps CaribRez.com Caribbean marketing launched
2009 FaceBook Travel platform http://arcResBookings.com2009 Booking-Partners.com collaborative destination marketing
20 AXSES Tourism websites already marketing Barbados via the Caribbean
Knowledge engineering
Knowledge engineering
We deliver a Complete, integrated “TRAVEL PLATFORM”
Hotels | Apartments | Villas | B&B | Guest Houses | Condos Timeshare | Cars | Activities | Attractions | Flight Bookings
Integrated MarketingGDS/IDS/CRS Direct Marketing Channels | Caribbean Marketing Network Unique Theme Marketing systems | Channel Management | Affiliate MarketingDirect Mail Database & Mailing System | Search Engine Optimisation (SEO) Adwords, banner and Links | Ads management (ArcAds) Interactive maps | Blogs | RSS | FaceBook | Cells & PDAs | Wikipedia | Research Quotation Systems, Reservation SystemsReal Time Bookings | Up-Sell | Specials & Packages Dynamic Packaging | Specialised Rate Plans | Groups Management
Easy to use, powerful toolsAdmin systems (media, content) | Customer Relations Management | Multi-Language Reporting |Allotments & Allocations | On-request availability | Block datesSearch Engine | Newsletter Tool | Mail Systems Tool | Portal Tools Content Management | Property Management | Accounting Calendars | Guest Books | Availability calendars | PhotoGalleries | Virtual tours | Flash | Video | Postcards | e-Books | Trip Advisor | Links Management
helping small and medium sized resorts, tourism operators & destinations
build their brands and increase direct business
knowledge engineering
AXSES MISSION building brands & direct marketing
advanced technology – training & support – supplier tools
Building and Providing affordable supplier-centered tools and services
for direct marketing and branding, while facilitating distribution
knowledge engineering
AXSES FOCUS supplier tools & services
Direct Sales | Your Brand | Your Technology | Your Control
shifting control to destinations
*engineering information & process for the knowledge based economymaking information malleable, configurable, searchable, accessible and delivered to suite
knowledge engineering
Supplier Tools & Services
e-commerce marketing & management direct marketing websites & portals
reservations managementglobal distribution social networking
channel management hospitality management
cost effective advertising / advertising managementIntellectual resource & knowledge management