Changing chances travel industry due to internet

Changing Chains...Chances! - ThailandReisgids.nl - case study

Changing Chains… Chances!

ThailandReisgids.nl – A Case study

Objective of this presentationExplain: “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?”


Topics Introduction Once upon a time…and there was internet! Power shifts How TRG got involved From information provider to package seller Internet Marketing The future Key factors 2 success


Once upon a time…


Once upon a time…powerDistribution power: Travel agents The major connection with the crowdProduct power: (Large) outbound Tour OperatorsHigh allotment and price demands

Product driven market, limited access


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


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


Shift of Power

Distribution Power: the internetProduct Power: power 2 the people!


How TRG got involved 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


How did we do it? Example Viral Marketing: Jump mee naar Thailand


http://www.youtube.com/watch?v=76JdgJyl3OI





Problem…How can you earn money?

Sponsors, advertisement, affiliate marketing

Result: not sufficient - Market too small- Try not to be our own competitor


Solution?Hotels & CarrentalSpecial booking engine


Solution?Package Tours!!

Result of Demand driven marketWe did not want to become Tour Operator

Local network present


Problems with package 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.


Airline tickets

Strategy: gain market shareAmadeus CRSStill time consuming


What’s next?Change positioning: from information provider to holiday sellerMore internet Marketing (SEO, Social media etc.)New media Marketing (mobile phones)Research, Trail & Error


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)


The future…

Augmented reality...Augmented reality 2


http://www.youtube.com/watch?v=b64_16K2e08

http://www.youtube.com/watch?v=yFwzFby2eNo