eTravel 2014 - HotelSpecials - Dennis van Allermeersch

TITELCASEY’S GLOBAL E-MPIRE

12 juni 2014Dennis Van AllemeerschCEO Hotel Booker

A STORY FROM THE TRENCHES OF INTERNATIONAL EXPANSION

OnlineTravel

Agency ~110

2002

Year Hotels Countries Bookings Milestones

2002 50 1 Start Livegang HotelSpecials.NL

2003 150 2 7.500 Livegang HotelSpecials.BE

2004 300 3 40.000 Livegang BungalowSpecials.nl

2005 400 4 115.000 Livegang HotelAanbiedingen.nl

2006 900 5 150.000 Livegang HotelSpecials.SE

2007 1000 5 180.000 Introduction hotelvideo’s

2008 1500 5 250.000 First HotelWeek campaign

2009 2000 5 325.000 New HotelSpecials website

2010 2250 5 380.000 New office

2011 2500 5 415.000 Introduction Dynamic Packaging

2012 3000 5 470.000 Introduction Daily Deals

2013 4050 6 442.000 Livegang HotelSpecials.DK and NOStart sales destination AustriaLivegang www.ferienparkspecials.de

“More frequent

breaks: your moment, with more value for

money”

“Best valued Top 3 player in the European

market for short

vacations”

Succesfull ????

HS NL HS BE HS Scand HA NL BS

Internationalsites bookings

20%

Bookings-6%

vs.

Net Margin+1610%

What should we do ???

STRATEGY

• Same platform• Same brand name

• Similar perceptionas Booking.com

STRATEGY - ∆

4 future business models are emerging,we decided where to

play …

STRATEGY - ∆

4 future business models are emerging,we decided where to

play …

We arrange extra’s <=

PREPARE – Prioritise markets

After NL, rolled outin neighbouring

countries

BE/DK/SE/NOsize potential

limited

Prioritisation - ∆

Soft launch 13/02/2014, full market launch 03/03/2014

LAUNCH – Last mile solution

Sameplatform

Devil in detail:Content mngt. in different

languages

Last mile solution - ∆

Increased # releasesfrom 5 to 17 p.a.

Machinetranslation

LAUNCH – Scalable payments

No localpayment options

Scalable payments solution - ∆

End January 2014 => Adyen implementation

GROW – Localise

…Déjà vu

…

Localise - ∆Need local marketing & sales if you are serious about a market =>

• Local B2B sales relationship• Knowledge about local market / marketing

Language Marketing kalendar Values

Local countrymarketing-sales teams

Country1

Country3

Countryx

Country2

SEO

Local mkteer

SEACM

Country marketeer feedsFunctional specialists

GROW – Invest

Financially very healthy

(fully financed out of own cash flow withbetter than industry average margin)

Too conservative

(BE marketing <3% total costs)

vs.

>$600Mpaid search p.a.

Invest - ∆

=> 10.5% of 2014 budget

Loose timidity, think BIG & BOLD instead of cramped & narrow minded, take

ACTION, become @-ntrepreneurial, and …