WOTIF is considering ramping up its Asian branding effort as regional sales continue growing at more than 100% a year.
CEO Graeme Wood said: “We’re definitely looking at increasing our marketing in the region.
“Obviously we don’t have the same word of mouth in Asia that we do in Australia.
“If we want to grow quickly we have got to get awareness happening.”
Wotif is a well-known brand in Australia, where it claims 36% market share.
Awareness dramatically increased following the spectacular float of the company on the Australian Stock Exchange.
Shares that were pre-sold to institutional investors for A$2 in late May are now trading for around A$3.30, valuing the company at A$681 million, according to CommSec.
Mr Wood said Asian business currently comprised less than 10% of its sales but was its fastest-growing region, albeit off a lower base.
He said the challenge is now to increase the Wotif brand profile across the region and the company is evaluating a range of marketing options.
“We want to grow as quickly as we can without putting too much stress on people and resources,” he said.
“It’s a balancing act to grow both the supply and the demand side.”
China is apriority for the company but Mr Wood declined to highlight any other target markets, while conceding credit card acceptance many Asian companies is a difficult hurdle to overcome.
Wotif employs a small sales team in Singapore “which is being led out of Brisbane right now”.
He added that Asian hoteliers had been receptive to the Wotif pitch.
“We don’t get too many knock backs when we approach properties we want to work with.
“For those new to the internet it’s an educational process but they appreciate the business we can bring, particularly the Australian inbound traveler.
Ends.
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Events
'REAL TIME - Sydney, March 30'
- When: March 30, 2012
- Where: Amora Hotel Jamison
- Program: Real Time
- Bookings: $499 + gst Early Bird
BOOK now to get the Early Bird rate for the No Vacancy accommodation industry conference in Sydney.
Real Time is the theme of No Vacancy 2012, reflecting the fact that we live in a world where everything happens now, or not at all.
In no business is this more obvious than tourism. Booking lead times are now measured in hours not days or weeks.
To succeed requires a new way of doing business, a fresh mentality and a fair amount of nerve.
The program is packed with the information you'll need to thrive in today's just-in-time world with a focus on distribution, marketing, innovation, consumers and technology.
Speakers confirmed so far include the following, and there are a few more on the way...
- Rachel Argaman, CEO, Toga Hospitality
- Dave Audley, Heading of Consulting, Experian Hitwise
- Quentin Briard, GM Australia & NZ, Club Med
- Daniel Bridges, Head of Travel, Trade Me (NZ)
- Julio Bruno, Global Vice President Sales, TripAdvisor
- James Cassidy, HomeAway.com.au
- Robbie Cooke, CEO, Wotif.com
- Will Deague, CEO, Art Series Hotels
- Dean Dransfield, Director, Dransfield Hotels and Resorts
- Bob East, CEO, Mantra Resorts
- Leah Lipman, Area Director Reveneue Management Australasia, IHG
- Simon McGrath, CEO, Accor Australia
- Bryon Merzeo, Analyst, STR Global
- Bernard O’Keefe, Group Online Marketing Manager, Hamilton Island
- Todd Parker, Founder, Parker Travel Collection
- Nikolai Pitchforth, Head of Online Travel, Google
- Brett Pointon, Founder, Oaks Hotels and Resorts
- Anton Stanish, GM, The Stayz Group
- Janet Wilson, Managing Director, Nationwide Hospitality
It'll be a great day. As usual, the focus will be on distribution, marketing, sales, innovation and technology for both hoteliers and Online Travel Agents.
Sponsors:
Returning September 17, 2012
The date has been set for TRAVELtech 2012 - Monday, September 17.
Meanwhile, thanks to everyone who attended TRAVELtech: Best of Enemies in Sydney recently.
It was a fantastic event, lots of fun with a touch of controversy.
Please check out the photographs or use this link to see great 360 degree panorama shots of the conference from Panedia.
TRAVELtech is Australia's original web travel, marketing and distribution event, featuring a compelling program, great speakers and fantastic networking.
No Vacancy Southeast Asia
Bangkok, July 2012
No Vacancy continues to evolve. After the success of No Vacancy Thailand, the 2012 event will expand to encompass Southeast Asia.
It'll still be held in Bangkok and Thailand remains central to No Vacancy's future in the region.
More news by early February. Meanwhile, some images have been posted of No Vacancy Thailand below.
The first Destination Online TNQ half-day conference has just been held in Cairns.
It was great - thanks to everyone who came and helped out.
And a message to anyone thinking about heading to TNQ, do it.
Fantastic place and you'd have to say a little under-rated right now.
SPEAKERS INCLUDED
- Richard Eastes, Director, VroomVroomVroom.com.au
- Brad Gurrie, GM Australia and SE Asia, Travelzoo
- Martin Kelly, Director, TravelTrends.biz
- Bryon Merzeo, Australian Manager, STR Global
- Christopher Northam, Area Operations Manager, Mantra Group
- Bernard O’Keefe, Group Online Marketing Manager, Hamilton Island
- Todd Parker, Managing Director, Parker Travel Collection
- Rush Pathak, Digital Manager, Tourism Tropical North Queensland
- Richard Tribe, Director, Ski.com.au
Sponsored by:
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