Web Business: Online marketing, sales,

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Web Business Online marketing, sales, service
at WestJet.com WestJetVacations.com

• Online Revealed - Toronto
• The 2nd Annual Canadian Online Travel Conference

David Jones Director, Web Business
Just kidding!
Slide 1 of 97
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Who is WestJet?

• Canadian Low-Cost, High Efficiency Carrier
  (Short, medium and long haul operations)
• 11-years old
• The most profitable airline in North America
• 62 Boeing NG-737s
• 7 more in 2007
• More legroom, leather seats and live seatback
  television on most of the fleet
• 6,000 people

737-600
737-700
737-800
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5 Canadian Scheduled Destinations in 1996
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35 North American Scheduled Destinations in 2006
(38 now!)
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Add in all the charter routes
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WestJet is going places!
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Awards Recognition - 2004
Awards and Recognition 2004

• Canadas 100 best places to work, October 2004
• Albertas most innovative companies, December
  2004
• Second Most Respected Corporation in Canada,
  2004
• First Place Customer Service High Quality
  Service/Product
• Second Place Human Resources Management

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Awards Recognition - 2005 and 2006

• Canadas Most Admired Corporate
  CultureWaterstone Human Capital 2nd Annual
  Canadian Corporate Culture Study
• First place in 2005 and 2006
• Those organizations in the Top 10, defined by
  their peers as having the strongest corporate
  cultures, experienced almost double the growth
  rates of companies in the SP/TSX Composite
  Index.
• One of Canadas Most Respected Corporations
• Strategy Magazines Brand of the Year Travel
  Tourism

Respect from our peers and recognition through
awards reinforce our commitment to our people and
our guests.
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Who is WestJet?

• Why do Guests fly WestJet?
• Well, our website, of course!
• People
• Culture
• The WestJet Experience

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What does the Web Business Department Do?

• Bit of everything
• Marketing
• Sales
• Customer Service
• IT / Development
• ? Coordinate demand for Web development, budget
  for it, deliver it
• Teams mission
• Get prospects to our sites
• Convert prospects to Guests on our sites
• Add value to each Guests purchase on our sites
• Serve our Guests on our sites
• Bring Guests back to our sites to buy again

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Quick Tour of WestJets Web Tools

• Seven Websites
• WestJet.com English and French
• Biz WEBLink English
• Travel Agent WEBLink
• English and French
• Affiliate WEBLink English
• WestJetVacations.com
• Guest Contact
• Itinerary and Receipt
• JetMail
• Get Set
• Flight Reminders

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New Interactive Media advertising Where how
to spend?

• Optimizing effort and spend
• Getting prospects to our sites
• Bringing Guests back to our sites to buy again
• What is the right mix?

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Other New Interactive Media

• Blogs
• Communities
• Video
• ???
• Monetize the concept
• Prioritize the trial
• Fail Fast

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Measuring Effectiveness guides the Right Mix

• Advertising typically purchased as
• Placement On a site for a given time
• CPM Cost per 1,000 impressions
• CPC Cost per Click
• CPA Cost per Action (Acquisition)
• Effectiveness measured on consistent basis ? CPA
  Cost per Acquisition. Compared to
• Commission internally
• ROAS with publishers
• PROAS to negotiate with publishers

Sample
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Measuring Effectiveness guides the Right Mix

• Boil it all down to CPA Optimize!
• Measure everything
• Unique Visitors
• Conversion Rate (Step 6 / Max(Steps 2, 3))100
• Sales
• Traffic patterns
• Surfing behaviours

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Thanks for your time!

• David Jones
• djones_at_westjet.com

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