Case: Hotels.com @ IMC Helsinki

24
IMC Helsinki 5th Oct 2011 Timo Ronkainen Alexia Arrizabalaga Managing Director, TD Account Manager Hotels.com EMEA
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My presentation on 5th October 2011 at IMC Helsinki event with Hotels.com on their success factors of performance-based marketing in Europe.

Transcript of Case: Hotels.com @ IMC Helsinki

Page 1: Case: Hotels.com  @ IMC Helsinki

IMC Helsinki 5th Oct 2011

Timo Ronkainen Alexia Arrizabalaga Managing Director, TD Account Manager Hotels.com EMEA

Page 2: Case: Hotels.com  @ IMC Helsinki

• TradeDoubler – why do we exist

• Expedia Inc and Hotels.com

• Hotels.com Affiliate Programme

• Hotels.com affiliate business EMEA facts & figures

• Hotels.com affiliate business Finnish facts & figures

• Key actions and initiatives for a successful programme

• Secret for a great network – advertiser partnership

• Actions and Recommendations

• Initiatives and actions to push Hotels.com to the next level

• Next Steps

• Q & A

What we will cover in the next 45mins

2

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• Performance-based digital marketing company – established 1999

• Public company headquartered in Sweden

• 18 local offices, 130.000 publishers, 2000 advertisers & 550

professionals

• Some of our clients

Our Business

3

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Our Business Model

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How does it work?

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1. Advertiser ad is displayed on a publisher site using TradeDoubler tracking

2. Customer clicks on an advertiser ad and a cookie is dropped

3. Customer completes lead/sale and the confirmation page pixel is served

4. Cookie validates the confirmation pixel

5. The publisher is awarded the lead/sale and commission

TradeDoubler

Advertiser

TD tracking

server

Advertiser

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Where’s our future focus

6

Interest-based Geotargeting

Retargeting MOBILE

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Co-operation with Hotels.com

55%+

134%+

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Expedia Inc

+90M visitors a month

+30M travel opinions on TripAdvisor

+$21B annual gross bookings

+5M cars rented

+5M activities sold

+60M roomnights booked

+25M air tickets

+35M calls with customers

What does it mean for our partners?

Financially stable partner - steady and reliable cash flow

Enviable product inventory will give YOUR customers a great choice, improve conversion and encourage repeat visits

Largest talent pool of experience and expertise to ensure you have all the support you need

TripAdvisor reviews influence where travel shoppers book their trips

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Expedia Inc – 4 major consumer brands

• Broadest product offering of

any travel site

• Broad customer mix:

multiple segments

• Largest number of visitors

per month and highest

brand recognition of any

online travel site

• 19 global points of sale; #1

or #2 in main geographic

markets fully served

• Third largest ecommerce

site in the world - second

only to Amazon & eBay

• The hotel experts, for

everyone from the browser

to the power booker

• Broad customer base, with

heavy mix of drive-to

customers

• Large number of offline

sales via skilled telesales reps

with destination expertise

• 30+ global points

of sale

• Focused on discount

shoppers

• Well suited for customers

with schedule flexibility

• The largest site for unbiased

reviews of hotels, resorts

and vacations

• #3 worldwide travel website

in the world – 36M unique

visitors/month across its

brands

• Over 35M unbiased reviews

and opinions updated

every minute, everyday by

real travelers

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2009 2008 2007 2006 2004 2003 2002 1991

UK

US

Poland

Russia

Middle East

Thailand

Malaysia

Ukraine

Slovakia

Croatia

Estonia

Latvia

Lithuania

Turkey

Czech

Republic

Greece

Hungary

Iceland

Argentina

Chile

Israel

Venezuela

Taiwan

South Africa

Singapore

Portugal

Philippines

New Zealand

Mexico

Korea

Japan

Hong Kong

Brazil

Central America

China

Colombia

Switzerland

Sweden

Spain

Norway

Netherlands

Italy

Ireland

Germany

France

Finland

Australia

Austria

Belgium

Denmark

2011

Vietnam

Indonesia

Canada

2005

Hotels.com – Expanding footprint in 60+ countries

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Hotels.com Affiliate

Programme

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Destination

specific help sort

through the

options

Deals sites push

hotel promos to

new users

Email Affiliates

extend our

database

Employee benefit

sites:

B2B targeting

Meta and

mapping

pre-qualify users

The Affiliate Value Proposition

Performance: Low Risk CPA Channel with lots of

tools available to promote

Hotels.com

Tactical: Opportunity to promote specific

regions & hotels, specific

promotions through niche players

Reach: Our seasonal promotions with high impact

deals (48h sale, Autumn Sale). In 2010 we

recorded

4,024,341 UVs and an average conversion

rate of 3% in EMEA

•Affiliates & partners provide the opportunity to increase our shop

window to expose breadth of product

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Hotels.com Affiliate Programme EMEA R

eve

nu

e G

en

era

te in

US$

Hotels.com EMEA - GBV in US$

2011

2010

2009

Month to Date Year to Date

Jan - Aug 2010 2011 113% p

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Hotels.com Affiliate Programme

Month to Date Year to Date

Jan - Sep 2010 2011 87% p

Revenue in € Hotels.com

2010 2011

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Hotels.com Affiliate Programme

KEY MILESTONES • Prepare Xmas and January sales –

negotiations with affiliates for visibility

• January Sale and Intensive promotion

• March – Affiliate Incentive +Voucher codes

• July – Incentive and Flash Sale Promotion

Month to Date Year to Date

Jan - Sep 2010 2011 86% p

Monthly Transaction Hotels.com

2010 2011

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The Finnish Affiliates ta

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elo

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syys.

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loka

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ma

rra

s.10

jou

lu.1

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tam

mi.1

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lmi.11

ma

alis

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elo

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Recruitment focus in Finland

Publishers Generating Sales

Active Affiliates

Month to Date 2010 2011 Year to Date

Jan - Aug 2144 2828 32% p Active affiliates

Jan - Aug 199 313 57% p Sales Affiliates

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Hotels.com in TD market share

Hotels.com Affiliate Mix

• Good mix of affiliates including content,

voucher, loyalty and price comparison sites

• 64% more affiliates generating sales in the

program – Q2 2010 vs Q2 2011

Hotels.com vs Competition on

Tradedoubler

• All competitors are well known hotels

suppliers/OTAs

• Similar affiliate commission offerings

Competitor 1

13 %

Competitor 2

19 %

Competitor 3

13 %

Hotels.com

55 %

Market share Q2 2011

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Hotels.com New Tools and

Initiatives

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Hosting Affiliate tools & feeds: Our new merchandising tools are

available via the TD interface - easy to access & implement

• Full database product

feeds (xml/csv)

• Customisable tools:

• Destination deals

feeds

• Deals content widgets

• Search form generator

• Deeplink generator

• Pre-populated tracking

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Easy customisation of our tools helps affiliates access our

breadth and depth of product & increase relevancy of content

Deals widgets (output)

Features top 100 deals in top 50

destinations

Localised content

for 22 POS and & 13

languages

Features top 100

deals in top 50

destinations

Option to

restrict/select all

deals

Supports Tradedoubler

tracking

Dynamic url means

deals are automatically

refreshed on affiliate’s

site

Option to pre-define

any destination

Option to add or

remove fields

Search form generator

Widget Generator

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Initiatives and Actions to push

Hotels.com affiliate programme

and promotions Hotels.com 72 hour sale and Seasonal Promotions

Co-funded Voucher Code campaigns to reward affiliates promoting our

deals and promotions

In order to activate inactive affiliates and get new affiliates into the

programme – we have a welcome incentive rewarding affiliates 1st

Hotels.com sale with extra commission

Advanced Relationship Management with our top publishers on the

programme

Strategic recruitment and Innovative integrations with affiliates

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Communications to promote Hotels.com

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Affiliates read and want to

know about:

• Our monthly campaign

updates

• Our offline plan summaries

• Our regular

communications about

incentives, deals,

promotions and rewards

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Key takeaways

Work hand-in-hand with

TradeDoubler and affiliates

Understand your affiliates

Communicate openly with

TradeDoubler and affiliates

Make the most of

TradeDoubler

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Thank you!

And do yourself a favor and book a holiday

www.Hotels.com