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Bad Gastein, Austria BRIGHT VACATION Activities Planning Tool © Video by Shelby Meinzer PRESS SPACE

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Page 1: Bright vacation

Bad Gastein, Austria

BRIGHT VACATIONActivities Planning Tool

© Video by Shelby Meinzer

PRESS SPACE

Page 2: Bright vacation

AGENDA

Executive Summary

Target Audience

Problem to be solved

Market Potential

Positioning

Competitive Market

Business Model

Promotion

Further Development

Page 3: Bright vacation

EXECUTIVE SUMMARYBrightVacation is a concierge service which works as online travel agency

(like booking.com) for outdoors vacations.

ACTIVITY PROVIDERS TO:!

Attract new customers in a cost-effective way

Boost Tourists recognition and overall Tourists service

HELPS TOURISTS TO:!

Book vacation’ activities / transportation / tickets

Fill vacation calendar and have a plan prior arrival

Estimate the budget

Page 4: Bright vacation

TARGET AUDIENCETOURISTS!

For those who plan to have a vacation !

VENDORS!For those who render a direct tourist service

!

AFFILIATES!For those who promotes us with it’s audience or uses access to

our audience (Tourists) for commercial purposes

Page 5: Bright vacation

Source:Schegg & Scaglione (2014). Substitution effects across hotel distribution channels. ENTER 2014

OTA market share (40% of tourists use OTA to

book hotel nowadays)

40%

G1 - Generation 1 (Traditional channels): Telephone, fax, letter, travel agency, etc. G2 - Generation 2 (online direct channels): e-mail, booking on the property website G3 - Generation 3 (new online intermediaries): OTA, social networks

TARGET AUDIENCETOURISTS

Page 6: Bright vacation

TARGET AUDIENCEVENDORS

Skiing facilities and equipment rental

Thermal bathes and other swimming & health facilities

Excursions / rafting / paragliding

Skiing / tracking / mountain bike guided tours

ACTIVITY PROVIDERS !IN AUSTRIA*

SUMMER

4350 Local

950 Regional

18 Global

WINTER

3140 Local

720 Regional

15 Global

TOP 5 !IN TERMS OF SALES

+ TRANSPORTATION & LOGISTIC COMPANIES

Airport / Activities / Excursion Transfer

Rent-a-cars

+ TICKETS

* Austria is a starting point for the service

Page 7: Bright vacation

Online Travel Agencies booking.com hotel.de hrs.com

+ TripAdvisor.com

TARGET AUDIENCEAFFILIATES*

>20KHotels and Accommodations

(15825 already on booking.com)

1064Restaurants and Bars

(just on TripAdvisor.com)

* Austria is a starting point for the service

Page 8: Bright vacation

PROBLEM TO BE SOLVEDTourists visit activities occasionally, «if they’re lucky»:

Scattered incomplete information about activities

Tourists spend too much time to find information

or don’t spend it at all

Communication breakdown between Suppliers and Tourists

Barrier to contact Supplier to clarify operation time/price

and book activity

RESULT: INSIPID VACATION

Page 9: Bright vacation

Others

Tour Operators

Restaurants and Cafes Accommodations

Transportation

Activities87,9 B 9,6%

146,64 B 16%

269,45 B 29,4%

239,21 B 26,1%

82,49 B 9%

171,39 B 18,7%

MARKET POTENTIAL

*Europe is a first target for the service. Global expansion to be calculated on the next phases Source: (1) Tourism Satellite Accounts - Eurostat - Europe, 2013 (2) Schegg & Scaglione (2014). Substitution effects across hotel distribution channels. ENTER 2014

Tourism Expenditure in Europe* (inbound and domestic tourism)

Total Addressable Market (activities, rental, non-air transportation: 15%)

Served Available Market (Online Travel Agency (2) vs. other channels: 40%)

Target Market (Market Share: 10%, Average OTA commission: 8%)

€916,5 B(1) €137,5 B

€55 B

€0,44 B

Page 10: Bright vacation

POSITIONINGFOR TOURISTS

PLAN EASILY YOUR VACATION CALENDAR BASED ON:!Comprehensive activities catalog and localized content

Tourists scores and reviews

Full information: price, operation time, duration

BOOK ACTIVITIES TO:!Guaranty available space and price

Avoid contacting with different suppliers: different languages, multinational calls

Get rewards from partners

GET BRIGHT VACATION WITH:!Prepared plan prior arrival, incl. all necessary information like maps, guides and vouchers

Estimated budget

Page 11: Bright vacation

POSITIONINGFOR VENDORS

IMPROVED MANAGEABILITY AND TOURISTS SERVICE:!Occupancy management and real-time availability

Tourists management: additional social and statistics information

Feedback and claim management

Online statistics and transparent reporting

IMPROVED PRESENCE:!Online presence in the activity catalog

Event management, PR-support and SMS Distribution

Fully managed online presence (SEO, social media, mobile, online strategy)

Page 12: Bright vacation

COMPETITIVE MARKETANALOGUES:!

viator.com (1995, 15k options, 1k locations, 150 countries)*

getyourguide.com (17,3k options, 1,7k locations, 109 countries)*

city-discovery.com (France, 6k options, 110 countries)*

zozi.com (US, 220 option, mostly US and 25 countries)

kijubi.com (US, ?, 613 cities, 92 countries)

Source: Top sites for booking tours, http://www.bbc.com/travel/blog/20130124-top-sites-for-booking-tours

BRIGHT VACATION IS CONCENTRATED ON:!Comprehensive Activity Catalog

Direct Vendor Relationships

Own content

User Experience

Page 13: Bright vacation

BUSINESS MODEL

VENDORS:!Commission based on service price

Additional commission for: • premium listing • event management, PR-support

and SMS Distribution

TOURISTS:!No booking fees

AFFILIATES: !Shared commission

Coupons/Points for Tourists

Paid campaigns

Page 14: Bright vacation

PROMOTION

WEB, SOCIAL, APPS!

Search Engine Optimization

Facebook Mobile Ads

Social Media Marketing

App Store Optimization

TRIPADVISOR.COM!BOOKING.COM,!

HOTEL.DE & HRS.COM!

«Powered by BrightVacation» widget

In-«confirmation letters» advertisement

Advertisement «Going to Bad Gastein? Plan your vacation!»

AFFILIATES!

Activities booking widget for affiliate’s website and WiFi landing page

Page 15: Bright vacation

FURTHER DEVELOPMENT

CROSS-SELL OF PRODUCTS

WORLDWIDE COVERAGE

MAXIMUM BREADTH OF ACTIVITY CATEGORIES

AFFILIATION WITH HOTELS, FLIGHTS AND OTHER

TOURIST SERVICE PROVIDERS

Page 16: Bright vacation

GET BRIGHT EXPERIENCEwith Bright Vacation