Online Distribution: Attracting better business from the online world
Event Listing on visitvictoria • Free • Great way to promote your events and have the VIC as a call to action • Fact sheets available
How do international leisure visitors to Victoria plan their trip online? Base: Holiday / VFR Visitors to Victoria Source: International Visitor Survey, Tourism Research Australia, 2003-2007
Where do international leisure visitors get their information from? Base: Holiday / VFR Visitors to Victoria Source: International Visitor Survey, Tourism Research Australia, 2007
Where do interstate leisure visitors get their information from? Note: Multiple response questionBase: Interstate Holiday / VFR Visitors to Victoria Source: National Visitor Survey, Tourism Research Australia, 2007
Percentage of interstate visitors who booked a part of their trip online Note: Multiple response questionBase: Interstate Holiday / VFR Visitors to Victoria, who used the internet to book their trip. Source: National Visitor Survey, Tourism Research Australia, 2007
Internet use and travel in context • Over 70% of US internet users named the web as their primary source for travel research • In the UK, the internet is the most popular way to research and book holidays. • 20% of the world’s population, an estimated 1.3 billion people, use the internet. • There are over 365 million broadband users globally (over 15 times Australia’s population) • More than half of internet users in France book their travel online • Australia is in the Top 20 countries of internet users (15.5 million users in March 2008) • The amount of time Australians are spending online surpassed the amount of time watching television Source: Etcnewmedia.com/review
Top 10 uses of the internet in Australia Nielsen Online: 10th Australian Internet and Technology Report, March 2008
Internet Trends Have Evolved End of 1997: 19% online 0% broadband End of 2005: 74% online 53% broadband End of 2006: 79% online 74% broadband End of 2007: 80% online 84% broadband End of 2008: 86% online 97% broadband Source: The Australian Internet and Tech Report – The Nielsen Company, 2009
Average hours per week online +2.4 hrs - 0.4 hr - 1.1 hrs Sample: Aust. Internet users aged 16+ (2008: n=1,956) Source: The Australian Internet and Tech Report – The Nielsen Company, 2009
Services most used Q: Which of the following services do you regularly use or intend to use in the next 12 months? (n=1446) Source: The Australian Internet and Tech Report – The Nielsen Company, 2009
Top Activities of Expected Growth Q: Which of the following services do you regularly use or intend to use in the next 12 months? Sample: Aust. Internet users aged 16+ (n=1446)
Online technology was recognised as a key component of the Government’s ten year Tourism and Events Industry Strategy. • Tourism Victoria has developed a program to assist tourism businesses to attract visitors through the internet and emerging technologies. • The programs two key components are: • to encourage regional tourism businesses to adopt increased use of the internet and emerging technologies for both online marketing and direct online booking, and • provide an opportunity to achieve increased online bookings through the establishment of improved linkages between private sector booking systems and Tourism Victoria’s visitvictoria.com and visitmelbourne.com
The key objectives of the program • Increase the number of Victorian tourism operators marketing and selling online • Increase the capacity of Victoria's tourism industry to utilise online marketing and business practices • Introduce improved online booking capacity to Tourism Victoria’s visitvictoria.com and visitmelbourne.com consumer websites
Strategies • Appoint a manager to produce and deliver a training and education program • Work closely with Campaign Committees, VIC’s and industry associations in developing the program • Research current trends on website presence, availability options and comparisons with similar sized regions • De-mystify the online confusion for small to medium operators
Online booking: the current state of play • Silos of inventory – operators and inventory owners needs to maintain availability and pricing on multiple booking systems. • Frustrating user experience – customers must search across multiple sites to find and book tourism products. • This equals greater inefficiencies for inventory owners and sub-standard consumer adoption of online booking. • The solution is a standardised, national approach that connects booking systems together: Tourism Exchange Australia.
Tourism Exchange Australia (TXA) • TXA combines: • tourism listings from the Australian Tourism Data Warehouse’s (ATDW) national database; and • Open Booking Exchange (OBX) technology developed by V3 to deliver online, real-time bookable Australian tourism products to consumers via ATDW’s licensed distributors • An operator must have a listing on visitvictoria to be part of TXA • TXA incorporates inventory and pricing from multiple booking systems and then distributes it widely. • The TXA offers VICs and operators the opportunity to increase their sales and provide consumers with the ability to source high quality tourism content and book it securely online.
Tourism Exchange AustraliaTourism Victoria is using the nationally approved model
How it can work in Victoria? Customers Distribution (Marketing) GOT Website State Websites VIC Commercial Websites Wholesalers Tourism Exchange Australia ATDW Open Booking Exchange (OBX) Operators ProductProviders
What does this mean for the VICs in Victoria • VICs are an important part of the distribution chain • They provide a valuable service to the consumer and local operators • They are important in the drive and mice market and provide last minute bookings for consumers • TXA gives VICs that are connected the ability to sell in real time • VICs can access operators outside their region and provide improved customer service
Bookeasy integration • Bookeasy via its parent company Roamfree is currently integrating to TXA, this means: • Improved business processes • Reduction in on-costs – phone calls etc • Access to a larger inventory pool • New revenue opportunities
Bookeasy integration • There is no change in commission earned by VICs using the TXA compared to the existing scenario • The TXA does not charge VICs at all. • Operators pay the TXA fee • Through the TXA, the VIC retains all commission charged (less any fee charged by BookEasy). • Through TXA, VICs retain access to their existing inventory whilst gaining access to an increased amount of inventory through TXA. This leads to increased revenue earning opportunities.
Where to From Here • Training will be available for all operators interested in Tourism Exchange Australia • Tourism Exchange Australia negotiating with retail and supply partners • Visitvictoria.com connection to Tourism Exchange Australia expected within the next few months. • A VIC working party has been established to develop a best practice model in Victoria for the VICs.
Panel Paul Cooper- Tourism Victoria Wendy Smith – ATDW/TXA Andrew Lane – V3 Chris Telenta - BookEasy
Working Party Representatives Kathryn McKenzie and Viv Collins Laurence Schulz and Nellie Rouse Stephen Pykett Mick Cosgriff Paul Cooper Email email@example.com