A online travel case study on how to use technology to improve customer relationship management and distribution. The presentation was created for eyefortravel conference in sydney, Australia.
8. 2
3
Online travellers say search engines
influence their decision
9. travel related searches
Undertaken by customers to
make an online booking
Source: 2007 Google and comScore Study
10. Customers Visit
Websites whilst making
their booking
Source: 2007 Google and comScore Study
11. Customers Take
Days to make a purchase decision
Source: 2007 Google and comScore Study
12. The online travel industry is
very profitable however ……
OUR
CHALLENGE
…Is to meet the needs
and desires of the
consumer
13. Today will cover…
Who is HotelClub.com?
Integrating CRM into your distribution
strategy
Steps to attaining customers online
HotelClub.com Membership Program –
A Case Study
15. Established in 1996
Accommodation Specialist
Over 35,000 hotels (in 120 countries)
Consumers in 230 countries
12 Languages, 14 Currencies
16. Who is HotelClub?
HotelClub is a global online accommodation specialist
with over 10 years experience.
We do our best to get our customers the best hotel
stay…at the best rate…and reward them for it.
HotelClub has over 5 Million members and provides a
choice of accommodation in over 120 countries.
22. CRM allows an organisation:
A. To understand customer behaviour
and purchasing patterns
B. Build Trust and engage with
customers
C. Enhance the customer experience
through localisation of product
23. …the internet has given the travel industry
the opportunity to
Build and enhance our
relationship with customers.
24. KEY FACTS
A. Customers have too many choices
and too little time
B. Most offerings have similar quality
and features
C. We tend to base our buying
decisions on prior experience
25. CRM can be used to improve
your distribution strategy
and build customer satisfaction
26. { }
A Distribution Strategy defines how
an organisation creates and satisfies
demand for its products; markets its
products from creation to purchase;
and how to develop and maintain
customer loyalty and satisfaction.
.
27. CRM
A. Provides an organisation with the
opportunity to TALK to their customers
B. Effective CRM allows the customer and
the organisation to be in a dialogue
C. Part of an organisation’s overall
distribution strategy
D. Drive customer satisfaction
28. { Customer Satisfaction is the degree
to which a product or service meets
a customer’s expectations. }
29. CRM Does Not
Guarantee Repeat Business
But
Customer Satisfaction does
58. HotelClub.com’s Membership Program has over 5 Million
members globally…
Started in 2000
IT’S FREE!
Growth rates of 195% year on year
Real tangible rewards
Up to 4% of booking value return in
Member Dollars
Use of Member Dollars – up to 3 years
59. 12-15
times
HotelClub.com Members are
more likely to purchase than any
other consumer
60. HOW does HotelClub.com
achieve satisfaction and
repeat business?
Get Our Product Right
Know our customer
Create a dialogue with our customers
Create tools to win loyalty
Track our customer
61. How do we get the Product right?
Provide a fast easy to use website
Provide content that customer want
The right hotels at the right price
12 Language options
Personal contact options in 10 global
customer care centres
62. How do we know our customer?
Registration
Surveys
Search Patterns
Travel wants & needs
Market Research
63. How to create a dialogue with
customers?
Customer generated hotel reviews
Best Hotels and Resort Survey, Guides and
Awards
64. Tools we use to achieve loyalty?
Unique & Free Membership
Program
US$1= 1 HotelClub $
Create VALUE
SAVE on future bookings with
HotelClub
Referrals
Exclusive deals
67. How do we TRACK customers?
Where users are making bookings for
When users are booking
How often users are booking
Why users are booking
How users are booking