Results and progress of Hurtigruten web efforts
During the last 18 months the Hurtigruten webteam has launched 15 new websites(some sites are launching soon). All our major markets (Norway, Sweden, UK, Germany, US, France) and many emerging markets (China, Russia, Finland) now have new websites. Our speed in launching new sites have made it necessary to upgrade our licence with Episerver, as we reached the maximum number of sites.
On February 11 2010, top management participated in an all-day strategy workshop where the goal was to define a clear web strategy for the next few years. This work is in progress and it signals that the web becomes an integrated part of our other activities.
In addition we have rolled out online booking engines to allow customer to book travel directly on the Hurtigruten websites in the UK, Norway and through our global website. To support our travel agent partners, we have introduced a travel agent solution where agents can book and retrieve bookings.
Results and progress
In 2010 customers expect the option to research and book their voyages online. Studies show that for for every $1 in online sales, the Internet influences $3.45 of sales in other channels. This means that we need to ensure that our websites contain accurate and relevant information about our offerings and that the rest of the organization refer to the websites when speaking to people. Since we launched our booking engines in December, we are starting to see promising results.
Global online sales
The map below shows which countries customers have booked their Hurtigruten voyages online. The average booking price is NOK 7600,- and the averge age of the people that book online is 47,2 years.
Online sales is booming
When we compare our online direct to customer sales in January for the last 5 years, we see the following graph. As we continue to develop our online booking engines, the numbers will grow.
Obstacles and opportunities
The process of launching new websites has involved people from several parts of the organization and we have learned alot during the way. Robert Isaksen, our Global web manager has lead the efforts, supported by the global web team, Angel Moledo, Steven Macdonald and the B2X team in Tallinn. In addition Kristin Sandstrak’s loading team and Frid Fastbø’s developers have played crucial roles in getting us up and running. Our motto has been “sunken rocks are not an obstacle – full speed ahead”. Despite the changes and system limitations, we have managed to follow through and launch booking engines that generate revenue, but we’re not done yet!
- Improve our e-mail marketing efforts ( Silverpop e-mail marketing.)
- Ensure quality on the information in the web channel.
- Increase usage of video on the sites
- Further develop the “portals” to selling landing pages.
- Surpass goal of X million NOK in 2010
- All Port-to-Port bookings are made online
- The web will offer the cheapest price to buy
- Customers can contact us by phone/chat/e-mail/in person
- One unified booking engine that’s quick and easy to use
- All products are available on our website