GUAM DURING SLOW SEASONS SHAE MAEDA

TABLE OF CONTENTS

1. Background and Objectives

2. Strategy 1: “Perfect Destinations” Campaign

3. Strategy 2: Survey

4. Strategy 3: Decks

5. Conclusion

6. Appendix

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J A N F E B M A R A P R M A Y J U N J U L A U G S E P O C T N O V D E C

2014

2015

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J A N F E B M A R A P R M A Y J U N J U L A U G S E P O C T N O V D E C

2014

2013

POINT OF SALE SHARE(2015 YTD)

MONTHLY TOTAL ARRIVALS(2014 – 2015)

EAN

16%

South Korea38%

Japan28%

USA13%

Hong Kong2%

China2% Taiwan

1%

37.1%YOY GROWTH

MONTHLY ROOM NIGHTS (STAY-BASED)(2013 - 2014)

GUAM IS APPROACHING SLOW SEASON DURING FALL• September to November is a slow season due to decrease in room nights (stay-based) from Expedia data and flight arrivals on a macro level.

• South Korea and Japan are the top 2 POS share. Therefore, I aim to focus on these two countries for the campaign.

Source: Guam Visitors Bureau

LAUNCH A NEAR DESTINATION CAMPAIGN TO BOOST WEEKLY ROOM NIGHT BOOKINGS TO 4500

START DEAL SOURCING 8/13

COMMUNICATION WITH

MARKETING/EAN

LAUNCH CAMPAIGN 10/1

FEEDBACK TO HOTELS AND

MARKETING TEAMS

PERFECT

DESTINATIONS

IN 3 HOURS1 0 / 1 – 1 0 / 1 8

• Pitched idea to Natsu-san, and our goal is to increase bookings during October by promoting Guam as a perfect affordable, nearby-destination.

• Goal: Boost bookings to 4500 weekly room nights (total of) based on 2015 weekly booking trends

JP site

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WEEKLY ROOM NIGHTS (BOOK-BASED)(2015 YTD)

DENA Travel

Hotel N Joy

REACH A WIDE VARIETY AUDIENCE BY SOURCING MULTIPLE DEALS AND MARKETING TACTICS• In general, customers are divided into 3 tiers based on their consideration attitude towards vacations (source: Natsu-san).

• In order to target all 3 tiers, I would source Deal of the Day and communicate with the marketing team to put efforts into Content Marketing.

SEM and META specialists

Email Marketing & Online

Banner Creation

DEAL SOURCE (LPS)

PR and Social Media

TEAMS INVOLVED:

SURVEY: https://shae2.typeform.com/to/tpk1rH

COLLECT A SURVEY FROM PARTNERS TO IMPROVE RELATIONSHIP• Goal: Gain insight into partner’s preferred method of communication, goals and expectations of Expedia

• The survey contains 5 questions and can be distributed with a URL (aim to collect responses during slow season)

CREATE DECKS TO PITCH EASILY OR MASS DISTRIBUTE TO PARTNERS• Goal: Create visual aids to enhance promotional pitches to partners, while being efficient and scalable for other markets to use

• Distribution can be done through email or ClearSlide, and multiple markets can utilize these decks.

SEASONAL CAMPAIGN “JOIN A SEASONAL CAMPAIGN IN MINUTES!”

How to “Join A Campaign”!

1. Log in to Expedia Partner Central

2. Hover mouse on “Promotions”

tab

3. Click on “Join A Campaign” to

view seasonal sales

4. Select any campaign that you

would like to participate in by

clicking “Join this Campaign”

5. Review details and confirm -

You’re done!

Benefits for your hotel

Higher sort order on landing

page (more hotel exposure!)

Competitive pricing in the

market

Participate in current

campaigns at Expedia within

minutes!

NEXT MONTH’S CAMPAIGN!

• Goal: Send this out to hotels before every season to increase participation for seasonal campaigns

• Scalable and easy for MMs to update, while aiming to have hotels set up their own promotions in the future

最もポピュラーなセール。各セールの特集ページで掲載されるだけではなく、エリア別ホテル検索ページでもプロモーションタグで他の施設様と比べて目立った露出。

季節限定・フラッシュセール

世界中のオンライン・オフライン広告での露出。

アプリユーザー限定のプロモーション。現在、国内全体の18％の予約がモバイル経由。

3000万人の会員にメールマガジンにて配信(モバイル会員含む)。メルマガ会員とモバイルユーザー限定ですので、その他のお客様には非表示。

会員限定プロモーション

ダイナミックパッケージの（DP)お客様向けのプロモーション。DPの平均泊数･リードタイムがホテル単体よりも長く、変更・キャンセル率が低いのが特徴。ホテル単体の料金は非開示。

ダイナミックパッケージ（ホテル＋航空券）

モバイル限定

一日でお部屋を埋めたい！ 決まった期間にお部屋を売りたい！

ExpediaとHotels.com各国向けのサイトでエリア検索結果の最上位を確約。本日のお得情報として掲載。

掲載順位・ホテル検索のページで目立ちます。プロモーションタグ（季節限定、早期予約、連泊）の表示でお得感を。

24時間プロモーション

基本プロモーション

一日限定プロモーションDeal of the Day

限定したお客様にお部屋を売りたい！

CREATE THE PERFECT DEAL (JAPANESE VERSION)• This 1-pager can be used to explain to partners various promotions that Expedia offers during visits, through email, or conference calls.

• Easy to visually pin-point benefits of each promotion, and how much exposure they will gain.

モバイル限定プロモーション

WHICH PROMOTION SHOULD MY HOTEL PARTICIPATE IN?

Type of Promotion Flash Sales

48 hour, 72 hour, 101

hour

Seasonal Sale Members Only Deal Deal of the Day Mobile Exclusive

Guidelines • Minimum 20%

• Discount Exclusive to

Expedia

• Minimum 20% • Minimum 50% • Minimum 20% • Minimum 5%

Book Dates 5 days (Approximately) Approximately 3 months

(Spring・Summer・Fall・

Winter)

Beginning of every month

for 7 days (varies)

1 – 5 days

(Approximately)

Travel Dates Sale start day up to 4

months

Sale start day up to 4

months

Sale start day up to 1 month

※required (extension

possible)

Book date up to more than

1 month ※required

(extension possible)

Marketing & Social Media Blog

4.36K Followers

5.27M Likes45.9K Followers 1,193 Subscribers

9.5M Views

Mail Subscriptions

7,500,000 subscribers

EXPEDIA: WHICH PROMOTION IS RIGHT FOR MY HOTEL?• This 1-pager can be used to differentiate guidelines and promotion details to partners during visits, through email, or conference calls.

• Clearly presents benefits of each promotion, while showcasing Expedia’s social media presence on multiple platforms.

プロモーション名 フラッシュ・セール24・48・72・101時間

シーズナル・セール（季節限定）

会員限定プロモーション

Deal of the Day一日限り

モバイル限定

プロモーション条件 最低 20%以上の割引エクスペディアで限定の料金をご提供いただく事※必須条件

最低 20%以上の割引 1泊から50％オフ※必須条件

最低10％以上の割引 最低５％以上の割引

【予約期間】 約５日間 約3ヶ月（春・夏・秋・冬に実施）

毎月上旬約7日間（予定）

最短1日間～5日間（目安）

【宿泊期間】 セール開始日～4ヶ月先以上 セール開始日～4ヶ月先以上

セール開始日～1ヶ月後まで※必須条件（延長可能）

予約日～1ヶ月以上※必須条件

Marketing & Social Media Blog

4000 フォロー5270万 いいね！

45,911 フォロー1,193 チャンネル登録者

9500万 視聴回数

メール会員

メール会員人数 7,500,000

【エクスペディア】プロモーション内容• This deck is the Japanese version of the previous slide with guidelines of Expedia promotions while also showcasing social media presence.

• I created this with the objective for use by other markets in Japan as well as Micronesia.

HOW WILL THIS CHANGE THE OVERALL PICTURE?• Through the Perfect Destinations campaign, survey, and decks, I aim to increase overall productivity in Guam during slow seasons.

• Communicating with partners during slow seasons and having the tools to do so can create benefits onward into peak seasons.

THANK YOU!

2015: GUAM PRODUCTION FROM EXPEDIA• 70% YOY Growth YTD

• 28% Flight+Hotel Dynamic Package Booking Share

• Balanced booking window distribution from customers

Avg.

Booking

Window

Avg.

Length

of Stay

Avg.

ADR

(USD)

Room

Night

Share

(%)

Flight + Hotel 63.0 3.4 216 28

Hotel Only 51.0 2.8 201 72

Booking Window Range

(Days)

Room Night

Share (%)

0-14 25

15-30 18

31-60 21

61-90 14

91+ 21

Monthly Room Nights (Book-Based)(2014-15 YTD)

Package and Hotel Only Booking Comparison (2015 YTD)

Booking Window Range (2015 YTD)

Point of Sale Share(2015 YTD)

Monthly Room Nights (Stay-Based)(2015 YTD)

Data taken: 8/6/2015

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

South Korea

Japan

Affiliate Sites

USA

2015

2014

EAN16%

South Korea38%

Japan28%

USA13%

Hong Kong2%

China2%

Taiwan1%

2014

October Nov Dec

Avg. booking

window40.3 35.5 17.6

Slow Season Avg. Booking Window

(2014)

APPENDIX: HOW WILL YOU PRIORITIZE HOTELS?

HOW I WOULD PITCH THE CAMPAIGN TO HOTELS?

Advantages to the Hotel

Lead Time compared to offline agents

Lower cancellation rates (Expedia offers dynamic package)

December – Flash sales can be an option

ADR may be higher compared to offline agents

High exposure during slow season

Flexibility in Campaign details

Black Out dates possible

Restrictions possible

Minimum nights (ie 3 night stay, ~% off)

Run of House (room types)

Value adds

2014

Oct Nov Dec

Avg. booking

window40.3 35.5 17.6

Slow Season Avg. Booking Window (2014)

• Introduce the benefits to the hotel for participating and that they can tailor the restrictions to their liking.

3/30 4/6 4/13 4/20 4/27 5/4 5/11 5/18 5/25 6/1 6/8 6/15 6/22 6/29 7/6 7/13 7/20 7/27 8/3

2209 3193 2551 2011 2552 3148 3105 3196 2427 2855 3020 3448 4164 4399 3979 4055 4014 3936 3587

WEEKLY ROOM NIGHTS FROM MARCH - AUGUST (2015 YTD)

I chose to look at April 2015 onward for weekly room nights because Ken

Corp was acquired in April/May 2014, which is a big factor in YoY growth. I

was told that this acquisition greatly changed the landscape of the Guam

market, because it increased inventory greatly. Therefore, comparing YoY

growth from 2014 may not be the best way to predict the success of the

campaign.

Lastly, I have kept in mind that there are many factors that effect number

of bookings. Thus, this may not be the most accurate way to calculate it,

but this is a rough estimation based on looking at trends in 2015.0

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WEEKLY ROOM NIGHTS (2015 YTD)

APPENDIX: 4500 ROOM NIGHT BOOST LOGIC

APPENDIX: MONTHLY ROOM NIGHTS YOY GROWTHMONTHLY ROOM NIGHTS (BOOK-BASED)(2013 - 2015)

I looked at the YoY growth (book-based) in April and May of 2013 to 2015. Then, I took

the average of those two months to have an idea for predicting the increase in

bookings from this campaign.

I chose April and May because they are also relatively slow seasons, similar to October.

Lastly, I have kept in mind that there are many factors that effect number of bookings.

Ken Corp was acquired in April/May 2014, which could also have been a big factor in

YoY growth. Thus, this may not be the most accurate way to calculate it, but this is a

rough estimation.

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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2013

2014

2015

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2013 5259 4663 5246 4687 4581 4902 6848 7068 6319 5857 5505 4204

2014 7370 6323 6991 5860 6903 8457 7972 6765 7278 8432 6412 7380

2015 10947 9763 11706 10935 12960 15068 17835

YoY GROWTH April May Average

2013-2014 25.0% 50.7% 37.9%

2014-2015 86.6% 87.7% 87.2%

Onward Beach Hotel Promotions in 2014 (September – November)

Onward Beach Hotel Promotions in 2013 (September – November)

APPENDIX: ONWARD BEACH HOTEL

Onward Beach Hotel participates in flash sales such as 101 hour sale most

frequently out of Guam hotels. Thus, I used this hotel’s production for 2014 as

a way to predict the success of the campaign. There are peaks in production

after 101 hour sales in 9/8 - 9/12 and 11/17- 11/21.

APPENDIX: VACATION DAY DATA

The campaign idea developed as Natsu-san and I were discussing how

Japanese people spend their annual vacation days. Studies discovered

many people don’t take advantage of it, and even if they do, they only

take short vacations. Thus, Guam is a perfect destination for a close and

short getaway.

APPENDIX: NATIONAL HOLIDAYS IN JAPAN (SEP – DEC 2015)

Japan

21-SepMonday Respect for the Aged Day National holiday

22-SepTuesday Bridge Public holiday National holiday

23-SepWednesday September equinox Season

23-SepWednesday Autumn Equinox National holiday

12-OctMonday Sports Day National holiday

3-NovTuesday Culture Day National holiday

15-NovSunday 7-5-3 Day Observance

23-NovMonday Labor Thanksgiving Day National holiday

22-DecTuesday December Solstice Season

23-DecWednesday Emperor's Birthday National holiday

25-DecFriday Christmas Observance

31-DecThursday December 31 Bank Holiday Bank holiday