travelocity (sabre): canada market acquisition strategy
DESCRIPTION
Was interviewed by Travelocity (Sabre). They asked to provide my vision of Canaidan Market Acquisition Strategy. There was NO any data available, so the answer is very conceptual. Let`s call it Strategy Prototype :-)TRANSCRIPT
Canadian Market Acquisition
Toronto, April 2014
Ivan E-mail: [email protected]
Mobile: +1 (416) 890-0037
Skype: ishmelev
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2010 2011 2012
Travelcity
Major OTA`s share of unique visitors, April 2012
29% 26% 24%
Travelocity is e-commerce that serve primarily
leisure travelers who can research and book
airlines, hotels, car rental, cruise lines, vacation
as well as access traveler reviews and other
travel-related services.
Travelocity revenue and share in Sabre business declining
-5% -7%
Business Model:
Service:
Travelocity Case
Canada Profile
Population: 35 millions
Immigrants: 45%
New immigrants a year: 300.000
Ethnical groups: 33
South Asian, 4%
German, 10.18%
Italian, 4.63% Chinese ,
3.90%
Ukrainian, 3.87%
Dutch, 3.87%
Polish, 3.15%
Black descent ,
2.50%
Russians, 1.60%
Norwegian, 1.38%
Filipino , 1.30%
Swedish, 1.07%
Airports Total enplaned/deplaned passengers
58% of Canadian web users paying online for hotels, airline tickets or rental cars.
Overnight trips by Canadians
119 million in 2012
Every immigrant travels to home at least once in two years
Market Acquisition Options
Customers: Revenue:
• M&A
• Traffic Acquisition
• Targeted Marketing
• Process Optimization
• New Business Model
• New Services
I picked up the most low-cost strategies as an example:
Acquisition through the niches
Every ethical group is connected to their community supplying local newspapers, TVs, shops, church, events and etc. Actions: • Marketing channels in communities • Promotions for traveling home • Packages designed for immigrants
Corporate Discount
Long-term partnership with companies offering the discount for the vocations to their employees. Actions : • Create corporate profiles • Develop the discount system • Promote to companies