AXSES MISSION

Helping resorts, tourism operators and destinations build strong brands and increase direct business while facilitating distribution.

Congratulations to Mr. Trevor Ramsay of Bayfield House. He has won the reward for the pro-active use of AXSES technology.

Trevor says: “I have always found that whenever I have had a problem or need advice that the staff at AXSES have always responded in a very timely manner and very professionally. I am not very computer literate so this assistance is an added bonus for me. With regard to www.barbados.org I have had an increased number of enquiries and what is interesting is the number of conversions into actual bookings. During last month alone this has risen to a little over 10%, how about that for recouping your investment! I have found that the key to this is a quick, friendly and direct response.

Bayfield House is a very new and a very different product to the norm, and the very reason I developed it as an up-market B & B in a good location.

At this point in time Bayfield House is rated number one in the entire Caribbean on Trip Advisor in this category, check it out!”

Trevor has had a look at http://BarbadosHolidayThemes.com which was developed by AXSES in 2004 to promote specific niche markets on behalf of Barbados’ Tourism Suppliers.

Trevor has chosen “Getaway Vacations” as his reward.

In this newsletter we explore how destination websites can provide shopping options to their visitors while maximizing revenue to suppliers and the destination.

The Internet is the most efficient marketing and distribution medium ever made for DIRECT business. Destinations and suppliers need to guard against an apathetic approach in which they allow OTA's such as Expedia to take control of their brand and their brand loyalty.

The Internet can be the supplier's most profitable revenue channel, and the Destination Marketing website can be used as a shopping experience, both creating the desire for the customer to buy, but just as importantly empowering the customer to buy there and then or to return when they are ready to buy.

Many destination websites do not offer a full shopping experience. As a result, 95% - 98% of visitors to a destination website do not buy. It's the first place they visit but seldom the last. The destinations must offer a rich brand experience and a reason to return. Advertising drives the brand experience but shoppers also need to get quotes, compare options, create itineraries, save them and buy. A destination site must merge advertising and shopping to drive bookings. In the next generation Travel shopping platform AXSES has integrated product branding with all phases of the shopping cycle in a seamless supplier focused experience.

Each customer is looking for their own personal shopping and buying experience. Some may wish to buy directly from the supplier (hotel etc.). Some may prefer to use an agent. The Destination Marketing Website can make all of these options available to the customer thus simplifying their shopping experience.

It is commonly believed that some OTA’s bring volume regarding bookings and many are therefore inclined to lose a minimum of 25% of their revenue to this external source. No added volume is brought when the OTA booking engine is placed on the Destination Marketing Website. It is therefore unfortunate to lose revenue unnecessarily for bookings that were already ensured by the destination or supplier (such as hotel) web site.

"Many hoteliers cede control of their inventory and pricing to online intermediaries (Expedia etc) at an enormous cost financially and to brand integrity" Max Starkov, President & CEO, Hospitality Business Strategies Inc.

There are several reasons why an OTA should not be viewed as the only booking solution on the DMP (Destination Marketing Portal).

• The destination brand is undermined
• The supplier brand (hotel or tourism operator) is undermined
• OTA requires allocation. Not all properties feel that they can afford to give out allocation, or indeed, to manage allocation.
• Hotel price integrity is undermined
• The suppliers Direct Channel is undermined
• The OTA is now in a position to demand destination-wide promotions that may demand 25%-30% discounts on top of the existing 25%-30% discount.
• In 2010 only 1/3 of bookings are expected to come through distribution. Travelers who use the Internet will prefer to deal directly with the supplier, but may need a best price guarantee.

When the guest wishes to go on holiday next year they will remember that they booked their holiday through Expedia etc. They will go back to Expedia (or other OTA) where they had their booking experience and find promotions not primarily for the destination (in this case - Barbados) but for any destination in the world. Why not try somewhere new?

Chain hotels receive over 70% of their bookings through their direct channel. Each supplier needs to have an avenue for direct on-line bookings.

Most travelers want to go to the supplier website as part of their shopping experience.

AXSES next generation travel shopping platform protects the supplier from loss of revenue and loss of brand loyalty while giving the traveler a complete shopping and buying experience.

Destinations can now build hybrid marketing channels using AXSES merged technology. The new shopping platform focus is on building the brand - offering expert systems, local knowledge, features and specials and best price guarantee in fluid open conversation, where travelers can see the product, read reviews, visit suppliers websites, get instant quotes, save itineraries and buy directly with the supplier at any time, all right where they are.
All branding, advertizing, publishing, shopping functionality and bookings can be integrated within the Destination Marketing Portal.

Advertising is the driving force for direct travel marketing and branding. Shopping is all activities and influences leading to a buy. "Bookings" is the call to action.

The core of the AXSES travel platform is arcRes, an e-commerce suite, powering bookings, advertizing and marketing channels as well as hotel and tourism websites. AXSES Shopping Platform merges the arcRes booking engine with arcAds advertising engine making local knowledge, advertsing, branding and direct-to-supplier bookings a single powerful marketing solution.

Many suppliers in Barbados have used arcRes in various forms for years and are highly satisfied with its performance. Now suppliers can offer their guests a complete shopping experience while protecting their own price integrity and brand integrity.

For an interactive view of these concepts, please see our e-book: Next Generation Travel Shopping at http://axses.com/destinationmarketing/1-shopping.html