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Consumer behaviours in travel and tourism and opportunities for tourism businesses

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Presentation to tourism SMEs in Cambridgeshire, UK on the latest digital marketing trends and opportunities, prepared and delivered May 2011.

Presentation to tourism SMEs in Cambridgeshire, UK on the latest digital marketing trends and opportunities, prepared and delivered May 2011.

Published in: Travel, Business, Technology

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  • 1. Consumer behaviours in             travel and tourism and opportunities  for tourism businesses Andrew Daines Huntingdonshire Association for Tourism 3 May 2011
  • 2. About me: Andrew Daines• Travel and tourism industry professional – 14 years with VisitBritain – 3 years in the commercial travel sector – European Travel Commission Marketing & Technology  Network chairman (2010) and vice chairman (2008‐9) – Tourism Management Institute Council of  Management / National Council member 2006‐11 – Business and Tourism Management graduate• Keen traveller!linkedin.com/in/andrewdaines
  • 3. Topics for today• Overview: the past digital decade• ‘Traditional’ web – broadcast • Social media – dialogue• User ratings and reviews• Online booking• Mobile
  • 4. Year Global online  The Digital Decade population (millions)2000 3612002 5872004 8172006 1,0932008 1,5742010 2,050 Source: Internet World Stats
  • 5. The British online• Over 51 million internet users – 82.5% of the  population Source: Internet World Stats, June 2010• 60% of the population use the internet every  day Source: ONS, August 2010• 62% of UK adults bought goods and            services online in year to Aug 2010 Source: ONS, August 2010
  • 6. Travellers online• 37% of UK travellers do ALL their research  online Source: Hotelmarketing.com, November 2010• Over a third of travellers visit 6‐10 websites  when planning a trip Source: WAYN / WTTC / Frommer’s August 2010• Travellers book flights early, but 20% book  accommodation within 5 days of stay  Source: Travel Daily News, November 2010
  • 7. Maximise free online exposure• VisitBritain / VisitEngland – Highly focused audiences – Lots of free additional distribution• Google Places – Part of the UK’s most widely used search engine – Integration with other Google services, e.g. maps• Facebook – World’s largest social media site – Huge growth in mobile access to Facebook
  • 8. VisitBritain / VisitEngland National Tourism Product Database• Display images – up to six. Search results display  products with images first.• Use the ‘short description’ to identify your  product’s key features in 3 lines / 30 words• Provide indicative pricing (even if you have online  booking)• Provide accessibility content• Make sure telephone / e‐mail / website details  are correct• Contact for updates: Suzie Rowe, New Vision  Group, datasteward@nvg.net, 0845 166 2217
  • 9. Long descriptions – differentiation• What’s your product best suited for? (clientele): – A romantic getaway? – Family fun? – Business visitors?• What’s your location? – Perfect for peace and quiet? – Right in the action? – Brilliant for public transport?• What’s the food and drink like? – Breakfast to keep you going all day? – Locally sourced / gourmet? – Easily adaptable for special diets?
  • 10. Global, national and regional distribution VisitBritain offline / print Third party  websites Global and  Other online  national  National  devices websites Tourism  Product  Database Interoperability  Regional  Gateway campaign TIC extranet Cross‐regional  campaign
  • 11. • Compiled from variety of sources – inc.  VisitBritain• Find your business and check the content• Sign in, make changes if necessary, then verify  the content as being correct
  • 12. • 664,000,000 subscribers worldwide• Half the population of North America have a  Facebook account (almost a quarter of the  population of Europe) Source: Internet World Stats, April 2011• Facebook users who are referred to travel  booking sites are far more likely to book travel  than those who are referred via search engines  like Google Source: Mediapost, August 2010
  • 13. • Add or claim your business to edit content and  create Facebook Deals (more later)
  • 14. • Not free...but worthwhile?• World’s no.1 travel site (UK’s no.2)• Launched 2000, now with over 35 million  monthly unique users, 10 million members• Contains over 45 million reviews• One of the few western social media sites to  be available in China
  • 15. TripAdvisor Business Listings• How much does it cost? No. of rooms Rate per annum Up to 5 rooms £225 ‐ £245 6‐10 rooms £300 ‐ £360 More than 500 rooms Max £6,500
  • 16. Visitors like user reviews and ratings Source: TripAdvisor, March 2009
  • 17. Savvy businesses embrace TripAdvisor
  • 18. Notice the integration with Facebook?
  • 19. Make user reviews work for you
  • 20. How important is it to be bookable online? • 70% of UK adults say they prefer to book  online – To find the best price (54%), convenience (31%) Source: Travelmole / YouGov, February 2011 • 26% of UK adults do all their holiday booking  online – On average, visiting the website 3‐4 times before  completing the transaction Source: Hotelmarketing, November 2010
  • 21. Room rates: online vs offlineAverage Room  July  % YOY Aug  %YOY Sept  %YOY Q3  %YOYRate 2010 2010 2010 2010Online £62 1% £65 5% £59 ‐1% £62 2%Offline £55 ‐7% £58 ‐4% £54 ‐8% £56 ‐6%Combined £57 ‐5% £55 ‐2% £55 ‐6% £57 ‐4 Source: eviivo Average room rates compiled from  businesses using eviivo’s products and  services in the East of England region www.eviivo.com
  • 22. Performance: VisitBritain / VisitEngland White Label Product Search 2007/8 2008/9 2009/10 2010/11Number of referrals 17,637 18,929 82,422 272,554Value of referrals 4,588,343 4,161,855 17,015,325 64,274,618(£)Number of 1,228 2,297 10,898 13,741bookingsValue of bookings 187,982 391,545 1,803,750 2,335,907(£)
  • 23. Mobile headlines• October – December 2010: 36% of US / 29%  European mobile users accessed online content Source: ClickZ, February 2011• Smartphone adoption grew considerably in  2010: – 63,000,000 smartphone handsets in the US – 71,651,000 in France / Germany / Italy / Spain / UK Source: Marketing Charts, February 2011• Mobile travel bookings accounted for 15% of  all reservations in 2010 Source: Travelmole, February 2011 
  • 24. Did Apple change everything?At October 2010, Apple had sold over 73 million iPhones Source: telecoms.com, October 2010
  • 25. Facebook Places
  • 26. Growth of Facebook Places January  2011
  • 27. Growth of Facebook Places last week 
  • 28. Growth of Facebook Places Yesterday 
  • 29. Facebook Deals: Coming soon to Europe...
  • 30. Things to do now• Check your product entry on visitbritain.com /  enjoyengland.com – Update or enhance as necessary – Make sure you’re ‘opted in’ to third party  distribution – Contact: Suzie Rowe, New Vision Group,  datasteward@nvg.net, 0845 166 2217• Check your business on Google and Facebook• Encourage your satisfied customers to tell the  world about their great experience
  • 31. Thank you Andrew Daines andrew@andrewdaines.comwww.linkedin.com/in/andrewdaines