Industry Insider: Steven Slicer is travel’s troublemaker taking business from OTAs
This week in Industry Insider we talk to Steven Slicer of Asia Escape Holidays, and how he is going to war on Online Travel Agents.
“I have a background in online marketing and have worked with a variety of OTAs on a freelance basis before I stepped into wholesale three and a half years ago. Experience in both digital and wholesale marketing has been valuable, but in January 2016 I started something new at Asia Escape Holidays.
I began to go out and see some of our travel agents to have discussions and one-on-one workshops. I learned more than I ever have about travel marketing and the Australian travel industry by doing this.
Certain agents who book with us that I have spent time with are beginning to take back bookings back from OTAs successfully and it is a growing trend.
I believe we have to take a deep breath & respect that companies like WebJet have a growth strategy, and part of that strategy is to make booking with travel agents an occulture by getting everyone to book online, this strategy resulted in the recent WebJet TV campaigns – the best way to guard against this happening is to get travel agents visible online by any means and that is one of my major goals in wholesale marketing at Asia Escape Holidays.
So in addition to the visits we began to invite groups in for marketing workshops. Earlier this year I sent out my first email invitation for travel agents to come into the Asia Escape Holidays office and learn about online marketing, for me to learn about the needs of travel agents and to help bring them up to speed with what is possible online. In the invitation I wrote “learn to compete against WebJet and other OTAs”.
Mentioning WebJet was just a hook to get people into the sessions, which were a general overview of what is possible with email marketing and social media, my actual example in the session was LuxuryEscapes because they have no live online booking engine which I felt more relevant example to agents, plus the way LuxuryEscapes operate is more vulnerable to disruption by travel agents, there was nothing WebJet-specific planned in the session.
So without any WebJet content, of course in the very first session an agent goes “what about WebJet?”. The TV campaign was on and really had them worked up, so I went off track and opened up the facebook ad manager and showed them how to directly target WebJet followers on Facebook with their own ads, mentioned how they are free to bid on WebJet deal related keywords on Google AdWords and strongly advised them build their own email lists so they can put out whatever rhetoric they like in reaction to what WebJet do.
I’ve never seen travel agents take notes as fast as that moment.
Since then it has gathered more momentum and many travel agents I have spent time with are beginning to be very visible online. We have seen increases of up to 400% in room nights booked on certain deals from certain travel agents who have partaken in coordinated online disruptions of online travel agent campaigns. My boss calls me the troublemaker.
Yes, that does mean that travel agents are taking business from OTAs online – it is possible and actually happening, we can definitely see it trending upwards at Asia Escape Holidays.
I personally know more than one bricks and mortar travel agency that gets so busy from their online marketing efforts that they have to pause their ad campaigns to keep up with the enquiries and bookings.
Travel agents who are getting visible online needn’t worry too much about online travel agents or WebJet’s TV advertisements, get your facebook game face on, build your email marketing list, build landing pages with enquiry forms and email capture forms, bid on AdWords, max out your online visibility, put up Facebook carousels and Lead-Ads and think mobile. Make the most of more flexible deals from your wholesaler and use them to disrupt and dilute online deals, use the visibility and limitations of big companies against them – you are free to advertise the same hotel as their deal at a cheaper price with less room nights and put it all over social media in your local area, they are too big to operate on a suburb level.
Travel agents who book with Asia Escape Holidays will receive our full support with getting themselves visible online. We have new marketing projects, tools, workshops and tutorials on the way in the coming months.
There’s business out there.
For more information on future marketing workshops, comments or questions:
https://twitter.com/stevenslicer
Do you have something you want to say about the travel industry? Want to stand on your soapbox and yell it to the world? If yes, we want to hear from you. Email kate@travelweekly.com.au and let your voice be heard.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
Asia Escape Holidays Industry Insider otas Steven SlicerLatest News
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!
Globally-renowned chefs gather for Vivid Food 2024
As a human, we agree that food is a fundamental part of the human experience. Some might say the most fundamental.
Air New Zealand returns to Hobart and Seoul
If you notice an uptick in Kiwis making their way through the Mona, you know why.
European Waterways targets multi-generational families with ‘floating villa’ deal
The jury is still out on whether spending a week on a 'floating villa' with family is a hell or a paradise.
Luxury Escapes launches ‘sail away’ sale
Rest assured, you'll be getting your 'sails' and 'sales' mixed up for the rest of the day.
Rex-owned National Jet Express adds weekly charter between Brisbane and Orange
This is for mining and civil contractors, so please, put your holiday attire away.
Let the games begin. Viking introduces eye-watering benefits for the industry’s top 10 advisors
Did someone say 'trip to Venice'? Hold my coat, this one is far too good to miss!
Best friends or frenemies? What is the REAL relationship between sales and marketing?
We can all stop fighting over the corner office because our mothers were right - we are all important in our own way.
The Walshe Group Announces Two Key Appointments
What we really want to know is whether they got joint or separate welcome parties.
FAMIL: Agents explore the delights of Mauritius on 7-day tour
Go green with envy as you read this fabulous itinerary! Time to book that second honeymoon.
Hamad International recognised as world’s best airport at 2024 Skytrax World Airport Awards
Hamad airport is so good it is almost considered a destination in itself. Ballina, up your game.
Saudi Arabia highlights tourism investment opportunities at global investment event
Now is the time to start looking at Saudi Arabia if you are not already. There's big things to come.
“Rampant” – Aussies warned as dengue fever cases spike in Bali
Worried about Bali belly? Now you have something else to worry about.
TTC Tour Brand reveals slew of deals across operators including Trafalgar and Contiki
Everybody loves a bargain and you could do lot a lot worse than check out these deals from TTC!
Fiji Airways partners with Porter Airlines in US growth bid
Any initiative that gets more people visiting the delights of Fiji is a good initiative.
Flight Centre launches CruiseHQ – a marketplace exclusively for agents
The cruise industry has surpassed pre-Covid levels so this isn't one to miss!
Feeling festive? Wendy Wu tours unwraps Christmas collection
Get the Christmas hols booked now and avoid spending it with that elderly relative with dubious political views.
OPINION: In a world of screens, we crave experience
If you get feelings of deep shame and regret when you see your screen time, don't worry - you're not alone.
Sun Princess: High-end dining and world class entertainment awaits
If you are a foodie and you are not currently on the Sun Princess, we really have to ask - what are you doing?
YouGov: 2 in 5 Aussies would pay more for a sustainable hotel
If you want to be REALLY sustainable you can go camping. You just might lose the will to live.
“Can planes swim?” – Planes become boats as Dubai Airport is savaged by severe storm
Unfortunately, "can planes swim?" is a real life question and not an opener to a really bad joke...
Explora journeys reveals bespoke outdoor furniture designed by Matteo Nunziati
This is making your plastic table and chairs look really bad now, isn't it?
Bangkok Airways targets growth with renewed Sabre deal
Two stories abut Sabre's growth in one week and its only Wednesday! Watchout world.
PR agency Example wins pitch for InterContinental Sydney
We also went in for the contract but they said that a 'Be Our Guest'- themed TikTok was unoriginal! The cheek.
Norwegian Cruise Line reveals culinary experience aboard Norwegian Aqua
Once again, this TW journalist REALLY regrets writing this before getting lunch.
Signature Queensland hosts luxury tourism event
Known for its tropical beaches and unique wildlife, Queensland also offers luxury.
Capella Sydney recognised in prestigious Travel + Leisure’s 2024 ‘it list’ of best new hotels
You know that 'it girl' at school who everyone wanted to hang out with? Capella is the hotel version of that.
Rex launches 72-hour fare sale with NO school holiday blackout so you can take your kids (if you want to)
Sadly, leaving your children at home whilst you go on holiday is generally frowned upon.
Adventure World offers chance to connect with “heart and soul” of the US
I mean who hasn't dreamed of a road trip around the US?! Go with Adventure World and you're less likely to get lost.
Fiji’s family-owned luxury resort Likuliku Lagoon launches its own app
We were relieved to find out that having a "concierge in your pocket" referred to an app on your phone.
Hawaii: The US’ laid-back front door for Australians
If you needed another sign that you should definitely head to Hawaii - this is it!
Sabre targets Asia Pacific growth with latest hire
Call the Avengers! Sabre continues its bid for world domination with latest hire.
Air New Zealand signs its largest EVER deal for sustainable aviation fuel
Air New Zealand makes huge step towards sustainable travel. We bet it recycles its rubbish properly too.
IHG Hotels & Resorts continues regional growth with Sunshine Coast Holiday Inn
This Holiday Inn looks considerably flashier than some of the ones we have stayed at in our time.
Budget carrier Scoot welcomes first of 9 E190-E2 aircrafts
Here at TW we would like to offer Embraer E190-E2 a warm welcome! It's not easy being the first of the fleet.