Assessing an international market opportunity
Easy Travel Insurance (ETI) is an online travel insurance company. ETI markets travel insurance to both ‘Inbound travellers’ visiting Australia and to Australians travelling abroad (i.e. outside of Australia). ETI has a product portfolio of QBE travel insurance policies. The company communicates with customers through their website (refer to www.easytravelinsurance.com.au.).
Visitors to the website come from following sources:
- Email marketing
- Google paid advertising
- Google organic listings
- Travel insurance comparison site ([url removed, login to view])
- Referral sites (links on blogs or travel related sites)
The International Marketing Director of ETI is looking to increase the customer base from the international inbound sales channel. Specifically for the Inbound Travel Insurance product (located on the home page (refer to [url removed, login to view]).