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Bright vacation

O
Oleg Leyzerov

BrightVacation is an online platform that allows tourists to plan and book outdoor activities, transportation, and tickets for vacations. It aims to solve the problem of tourists struggling to find and book these services by providing a comprehensive activities catalog. The business model involves earning commissions from activity vendors for bookings and from affiliates for shared customers. The goal is to become the leading global platform for planning and booking vacation activities.

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BRIGHT VACATION Activities Planning Tool Bad Gastein, Austria 息 Video by Shelby Meinzer PRESS SPACE
AGENDA Executive Summary Target Audience Problem to be solved Market Potential Positioning Competitive Market Business Model Promotion Further Development
EXECUTIVE SUMMARY BrightVacation 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
TARGET AUDIENCE TOURISTS! For those who plan to have a vacation ! VENDORS! For those who render a direct tourist service ! AFFILIATES! For those who promotes us with its audience or uses access to our audience (Tourists) for commercial purposes
TARGET AUDIENCE 40% OTA market share (40% of tourists use OTA to book hotel nowadays) TOURISTS 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 Source:Schegg & Scaglione (2014). Substitution effects across hotel distribution channels. ENTER 2014
TARGET AUDIENCE VENDORS 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
TARGET AUDIENCE AFFILIATES* >20K Hotels and Accommodations (15825 already on booking.com) Online Travel Agencies booking.com hotel.de hrs.com + TripAdvisor.com 1064 Restaurants and Bars (just on TripAdvisor.com) * Austria is a starting point for the service
PROBLEM TO BE SOLVED Tourists visit activities occasionally, 束if theyre lucky損: Scattered incomplete information about activities Tourists spend too much time to find information or dont 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
MARKET POTENTIAL 916,5 B(1) 137,5 B Tourism Expenditure in Europe* (inbound and domestic tourism) Others Tour Operators Transportation Activities 87,9 B 9,6% 146,64 B 16% 269,45 B 29,4% 171,39 B 18,7% 82,49 B 9% 239,21 B 26,1% Restaurants and Cafes Accommodations Total Addressable Market (activities, rental, non-air transportation: 15%) 55 B 0,44 B Served Available Market (Online Travel Agency (2) vs. other channels: 40%) Target Market (Market Share: 10%, Average OTA commission: 8%) *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
POSITIONING FOR 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
POSITIONING FOR 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)
COMPETITIVE MARKET ANALOGUES:! 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) BRIGHT VACATION IS CONCENTRATED ON:! Comprehensive Activity Catalog Direct Vendor Relationships Own content User Experience Source: Top sites for booking tours, http://www.bbc.com/travel/blog/20130124-top-sites-for-booking-tours
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
PROMOTION WEB, SOCIAL, APPS! Search Engine Optimization Facebook Mobile Ads Social Media Marketing App Store Optimization TRIPADVISOR.COM! BOOKING.COM,! HOTEL.DE & HRS.COM! 束Powered by BrightVacation損 widget In-束confirmation letters損 advertisement Advertisement 束Going to Bad Gastein? Plan your vacation!損 AFFILIATES! Activities booking widget for affiliates website and WiFi landing page
FURTHER DEVELOPMENT CROSS-SELL OF PRODUCTS WORLDWIDE COVERAGE MAXIMUM BREADTH OF ACTIVITY CATEGORIES AFFILIATION WITH HOTELS, FLIGHTS AND OTHER TOURIST SERVICE PROVIDERS
GET BRIGHT EXPERIENCE with Bright Vacation

More Related Content

Bright vacation

  • 1. BRIGHT VACATION Activities Planning Tool Bad Gastein, Austria 息 Video by Shelby Meinzer PRESS SPACE
  • 2. AGENDA Executive Summary Target Audience Problem to be solved Market Potential Positioning Competitive Market Business Model Promotion Further Development
  • 3. EXECUTIVE SUMMARY BrightVacation 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
  • 4. TARGET AUDIENCE TOURISTS! For those who plan to have a vacation ! VENDORS! For those who render a direct tourist service ! AFFILIATES! For those who promotes us with its audience or uses access to our audience (Tourists) for commercial purposes
  • 5. TARGET AUDIENCE 40% OTA market share (40% of tourists use OTA to book hotel nowadays) TOURISTS 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 Source:Schegg & Scaglione (2014). Substitution effects across hotel distribution channels. ENTER 2014
  • 6. TARGET AUDIENCE VENDORS 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
  • 7. TARGET AUDIENCE AFFILIATES* >20K Hotels and Accommodations (15825 already on booking.com) Online Travel Agencies booking.com hotel.de hrs.com + TripAdvisor.com 1064 Restaurants and Bars (just on TripAdvisor.com) * Austria is a starting point for the service
  • 8. PROBLEM TO BE SOLVED Tourists visit activities occasionally, 束if theyre lucky損: Scattered incomplete information about activities Tourists spend too much time to find information or dont 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
  • 9. MARKET POTENTIAL 916,5 B(1) 137,5 B Tourism Expenditure in Europe* (inbound and domestic tourism) Others Tour Operators Transportation Activities 87,9 B 9,6% 146,64 B 16% 269,45 B 29,4% 171,39 B 18,7% 82,49 B 9% 239,21 B 26,1% Restaurants and Cafes Accommodations Total Addressable Market (activities, rental, non-air transportation: 15%) 55 B 0,44 B Served Available Market (Online Travel Agency (2) vs. other channels: 40%) Target Market (Market Share: 10%, Average OTA commission: 8%) *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
  • 10. POSITIONING FOR 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
  • 11. POSITIONING FOR 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)
  • 12. COMPETITIVE MARKET ANALOGUES:! 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) BRIGHT VACATION IS CONCENTRATED ON:! Comprehensive Activity Catalog Direct Vendor Relationships Own content User Experience Source: Top sites for booking tours, http://www.bbc.com/travel/blog/20130124-top-sites-for-booking-tours
  • 13. 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
  • 14. PROMOTION WEB, SOCIAL, APPS! Search Engine Optimization Facebook Mobile Ads Social Media Marketing App Store Optimization TRIPADVISOR.COM! BOOKING.COM,! HOTEL.DE & HRS.COM! 束Powered by BrightVacation損 widget In-束confirmation letters損 advertisement Advertisement 束Going to Bad Gastein? Plan your vacation!損 AFFILIATES! Activities booking widget for affiliates website and WiFi landing page
  • 15. FURTHER DEVELOPMENT CROSS-SELL OF PRODUCTS WORLDWIDE COVERAGE MAXIMUM BREADTH OF ACTIVITY CATEGORIES AFFILIATION WITH HOTELS, FLIGHTS AND OTHER TOURIST SERVICE PROVIDERS
  • 16. GET BRIGHT EXPERIENCE with Bright Vacation