Macau.com focussed on offering "extremely broad international audience" to suppliers
Published: 05 Nov 2008
EyeforTravel.com China Special
As a destination marketing and online travel company, Macau.com's focus is on being the first website that people planning a trip to Macau encounter when they go online to `Search, Shop and Book'.
And in doing so, the website plans to convert such visitors to its customers and retain them as they visit Macau repeatedly.
Macau.com's chief executive officer Christina Siaw says the company has taken a number of initiatives related to its product development and they have resulted in increase in traffic as well as its registered users.
Siaw shared more information on this in a recent interview with EyeforTravel.com's Ritesh Gupta. Excerpts:
EyeforTravel.com: Can you provide an insight into the latest developments related to your new website, which was launched in September last year? How is the traffic and conversion rate progressing?
Christina Siaw: Since our official launch, traffic for the website has increased 5x and our database of registered users gone up by 15x and growing. In terms of new developments, we have increased the number of hotels offered, as well as the number of hotels in our Best Rate Guarantee, in which we guarantee to provide the best online rates.
Our Last Minute Hotels deal offers distressed inventory sales and we also sell tickets for concerts and shows online. We now also have seasonal promotions and explorer packages, which package activities such as a bungee jumps, theme park admission and tours together with hotel rooms. Our recently launched long-term stay packages caters to those who are on brief assignments in Macau and those who are re-locating to Macau as they look for permanent accommodation.
To add value to our users' experience, we now have a Traveler's Review section, a feature that allows members to post feedback for hotels they have stayed at. Our recently launched Macau Forum is a place where members can interact and develop an online community and post any questions to our expert moderators. What Happens In Macau, our bi-lingual electronic magazine, has candid features on the recent happenings in Macau, and keeps readers informed on upcoming events.
EyeforTravel.com: In our previous interview, you had mentioned that your website attracts an upwardly mobile and culturally diversified audience with an equal proportion coming from countries other than HKG and China. Can you provide an insight how typically such audience uses your website and in turn how it translates benefits for suppliers?
Christina Siaw: People with a high disposable income but little time find Macau.com a timesaving tool, as they can find out information on Macau, make their decisions and then book their travel arrangements online at the same time. Cost conscious travelers looking for the best deal can do the searching with their fingertips and shop with instant results all within one website. Our Best Rate Guarantee ensures that they are getting the most competitive rate, so there's no need to waste time comparing prices online or offline.
Our suppliers benefit tremendously by suddenly having exposure to an extremely broad international audience through us, which they didn't have previously. They also reap benefits from our promotions and efforts to market Macau through editorial content and resources.
EyeforTravel.com: How has Macau.com's membership programme progressed? How do you think this loyalty group of Macau.com can be tapped from suppliers' perspective?
Christina Siaw: Since its inception, we have been increasing the number of members signing up by offering them amazing members-only promotions on Macau attractions, restaurants and bars. As a trust-worthy source of information, we can highlight our supplier-partners and their products with editorial recommendations as well as e-coupons offering our members special deals at their outlets.
EyeforTravel.com: In terms of online travel agency's business model, can you provide info on what sort of revenues is the industry looking at apart from commission from suppliers? For instance, how much do you charge under service fees and even focusing on other ancillary revenues?
Christina Siaw: We do not currently charge any service fees because our current main objective is to stand out in the market by offering honest prices and real deals to our members. However, I agree that ancillary revenue and media revenue should be a part of any business model, and it is something we will be implementing in the near future. Having said that, we will only execute a programme that will bring real and sustainable value to our customers and business partners.
EyeforTravel.com: Macau.com had last year launched the "Best Rate Guarantee" programme that offers the lowest online rate assurance to customers who book hotel rooms on its website. How do you see such initiatives in the context of rate parity considering hoteliers have several channels, which they can sell from?
Christina Siaw: We currently have a Best Rate Guarantee for 15 hotels, and we are continually adding to the list. These very competitive rates are testament to our close relationships with the hotels. The fact that we have never had to make any refunds to any customers shows that they are indeed the best rates out there. The idea here is to provide real-time offerings online at the best rates.
EyeforTravel.com: During our conference last year, with reference to suppliers' vs intermediaries, it was shared that 21% buy directly from supplier websites and 14% buy directly from supplier call centers whereas 35% buy via OTA's and 30% buy from traditional agencies. How has this mix shaped up? Where do you see balance drifting in the time to come?
Christina Siaw: As e-commerce is growing rapidly in Asia, e-commerce merchants who offer the best value, good service and anticipate the needs of their customer segments will benefit the most.
People will still continue to buy using different means, and as an online channel that provides reliable and accurate service and information and fair prices, people will come back to us.
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