Market Research - SiteMinder APAC
The client, SiteMinder, is the largest open hotel commerce platform globally and is publicly traded on the Australian Stock Exchange. Since the onset of the pandemic in 2019, the travel industry has undergone significant changes, with Bali, Indonesia, particularly affected due to its heavy reliance on tourism. As of 2022, as the world begins to recover from the pandemic, travel is gradually entering a new phase, with digital acceleration becoming increasingly vital for the industry. This involves ensuring that all data, channels, and systems in hospitality are well-integrated, which is where SiteMinder comes in. Given that Indonesia represents their second-largest market in the Asia-Pacific region, SiteMinder aims to strengthen their position in the country as international flights to Bali resume. We connected with them and conducted research to develop a strategic plan for their market entry. Our recommendations for enhancing SiteMinder's brand awareness include: implementing a strategy to boost brand visibility in Indonesia through social media, traditional and digital media, and PR sponsorships; utilizing a paid advertising strategy on social media to enhance B2B engagement and grow a contact database within the target demographic; using this database for SMS and direct message campaigns via WhatsApp and an automated email platform; and establishing a physical presence in the market with a Business Development Manager or Sales Representative to facilitate meetings with hotel professionals, as the target audience often prefers face-to-face interactions to assess technology over time.