Case Study

An Australian online travel services provider leveraged detailed competitor’s analysis to remain market leaders in their own market segment.

The company provided wide range of special deals and offers in short and long term accommodations – for both service and other types of apartments.

Results At A Glance

Increase in Numbers

10-15 Hotel prices in the beginning and now have ramped-up to 35-40 Hotel’s.

Marketing cost

Reduced by 20%

Competitive Pricing

Paid search campaign conversion ratio increased by 20%

Support

24/7 Service Provided

  • BACKGROUND

    Founded in 1999, the company provides all kinds of online travel agency services like accommodation, conference, tours, cruises and car hire booking service.

    In the online travels service industry, offers and deals play a crucial role in the final sales.

    The company provided wide range of special deals and offers in short and long term accommodations – for both service and other types of apartments.

  • CHALLANGES

    The biggest challenge in this industry is to keep up with the constant change in the pricing strategies of the competitors. They base these revisions in offers and prices on factors like holiday discounts, offers from their vendors and the likes. Keeping up, adapting and updating the clients campaign, marketing strategies and pricing in comparison with the competitor is a constant challenge. Systems needed to be developed in order to keep track of all their major competitors’ activities.

    Handling the back-end of competitor analysis and regular update of the competitor’s price, deals and campaigns costs are hard to handle. On one hand their marketing team required the competitor’s pricing and package details daily and on the other, the constant update on the paid campaign offers and price details. They needed two separate update systems to be set up in order to accomplish the set task.

  • SOLUTIONS

    Online Research & Inventory management Services

    • TransForm provided solutions for constant monitoring of hotel room pricings from Client’s competitor website.
    • We provided a system to keep in check, the prices on Client’s backend, after comparing with competitor’s website.
    • The clients system of price monitoring and updating is set according to the set dates as required by the client.
    • TransForm’s team was also responsible for managing room inventory, availability and all other information related to room rental.

    Digital Marketing Support Services

    • TransForm helps design a detailed offer for every campaign of the client after comparison with competitors paid AdWords and display campaigns.
    • We also designed a system to keep track of when such campaigns were most effective and ran them accordingly.
    • A tracking system is developed to keep the campaign expenditure in check, so that it does not exceed the marketing budget decided by the company.
  • RESULTS
    • TransForm had started with monitoring only 10-15 Hotel prices in the beginning and now have ramped-up to 35-40 Hotel’s rental monitoring.
    • The marketing cost of the client is reduced by 20%
    • With competitive pricing in all campaign, the paid search campaign conversion ratio increased by 20%

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