ppt3 nueschen jupiter pptx - hsma · individuelle strategien face to face sales control commitments...
TRANSCRIPT
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Bettenbanken
“The dark side or the guiding light in the dark?”
Mark NueschenHead of SalesHotelbeds
HSMA - Pricing & Distribution Day 2013
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Was ist eine ‘Bedbank’?
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1. Allgemein2. Im Tourismus3. Nr.1 weltweit
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Vermittler
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Vermittler:Zwischen
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Vermittler:Zwischen
Produkt(besitzer)
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Vermittler:Zwischen
Produkt(besitzer)Kunde(nbesitzer)
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Vermittler:Zwischen
Produkt(besitzer)Kunde(nbesitzer)
Mehrwert
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Link
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Transaktor
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Strategisch
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13
Im Tourismus
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Individuelle Strategien face to face
SalesSales
ControlControlCommitmentsCommitments
DisplayDisplayLow commissionLow commission
Routes to marketRoutes to market
CashCash
Exclusive partnerships
Exclusive partnerships
Own the clientOwn the client
Cost efficiencyCost efficiencySalesSales
CompetitivenessCompetitivenessFlexibilityFlexibility
ConversionConversionHigh marginHigh margin
Routes to productRoutes to product
CashCash
Exclusive partnerships
Exclusive partnerships
Own the clientOwn the client
Cost efficiencyCost efficiency
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Hotel
Accommodation wholesaler
Non travel companies
(WL)
Airline
Cruise
Tour Operator
Flash Sales
Final Customer
IT platform
Comparison tool
Social media
DMC
Search
engine
Wer ist der Besitzer des Kunden?
WEB
OTAVertical travel
agency
Corporate travel
agency
Independent & network
TA
GDS
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Who is who?
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Hotel
Accommodation wholesaler
Non travel companies
(WL)
Airline
Cruise
Tour Operator
Flash Sales
Final Customer
IT platform
Comparison tool
Social media
DMC
Search
engine
WEB
OTAVertical travel
agency
Corporate travel
agency
Independent & network
TA
GDS
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Hotel
Accommodation wholesaler
Non travel companies
(WL)
Airline
Cruise
Tour Operator
Flash Sales
Final Customer
IT platform
Comparison tool
Social media
DMC
Search
engine
WEB
OTAVertical travel
agency
Corporate travel
agency
Independent & network
TA
GDS
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“Only hotel” DatenbankXML VertriebWeb Vertrieb
Keine Endkundenbesitzer
�% direkte Verträge vs 3rd Party�Welche Zielgebiete�Welche Quellmärkte
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Acc
om
mo
dat
ion
Des
tin
atio
n
Ser
vice
s
Local Regional Global
B2B
GTA / Kuoni
Medhotels
Transhotel
Tourico
DOTW
Iberoservice
Destination Asia
MTS
B2B Competitive Landscape
Destination perspective
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Acc
om
mo
dat
ion
Local Regional Global
GTA / Kuoni
Hotels4UMedhotels
Transhotel
Tourico
YouTravel
Metglobal
Lowcostbeds
OnHolidayGroup
B2B Competitive Landscape
Alba
EAN
Sunhotels
Totalstay
MikiTravel
Market perspective
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Spielverderber?Nein. Keine Kundendaten sind im Spiel. Betten-banken sind reine Facilitators, Intermediaries mit konkretem Mehrwert.
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Jeder Hotelier sollte sich zwei Fragen stellen . . .
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Wer ist mein Kunde?
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Wer bringt mich
(effizient) zum Kunden?
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Konkreter Mehrwert:
�Exklusive routes to market� Quellmarkt� Sales point�Aggregator�Display�Booking pattern
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AirlinesOnly Hotel
•Booking.com•Expedia
•HRS•Hotelopia
•Hotels.com
Booking flow
•Booking.com•Expedia
•GDS•Hotelbeds
•Tourico•GTA
Package
•Hotelbeds•Tourico
•GTA•LCB•NT
•OHG
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ReisebürosDeutschland
•Bedsonline •Travelcube
•Lowcostbeds•Transhotel
•D Veranstalter•X Veranstalter
•Bistro direkt•GDS
Europa
•Hotelbeds E UK FR•GTA UK FR •LCB•NT•OHG
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OTATouroperator
FlashBenefit Programs
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Und Hotelbeds?