Online Marketing Strategies for Tourism

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Online Marketing Strategies for Tourism presentation for HAN congress. …

Online Marketing Strategies for Tourism presentation for HAN congress.
November 24th, 2011 - Presented by Robert Bernatzeder

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Transcript

  • 1. Online Marketing Strategies for Tourism How to succeed online Presented by: Robert Bernatzeder CEO & Co-Founder
  • 2. Trends in Online Tourism
  • 3. Tourism has moved online• 96% of travellers start their research on the internet• In 2011 over 50% of all travel is researched and booked online 96% Travellers Online Travellers Offline 4%
  • 4. Why are Travellers using the Web?• Ease• Choice• Compare• Customize Design Your Dream Custom Holiday
  • 5. Travellers Research Online70% Visit 22 sites on average before deciding*60%50%40%30%20% Business travellers10% Leisure travellers0% * Google, 2010
  • 6. Online Volume Trends
  • 7. Search Volume on Google
  • 8. The Today Show - NBC The Today Show did an Expose on Namibia on the 7th of November 2011 The Today Show has 5.3 million viewers
  • 9. The Result on Google in the USA!
  • 10. Online Revenue• 120,500 Bed nights sold monthly in Namibia Jan – June 2011• Average price per night N$ 500• 120,500 x 500 = N$ 6.25mil• N$ 3.125mil revenue is booked online each month! How can you access this market?
  • 11. Accessing this Market –Your Website
  • 12. Direct Leads Online TravelClient Reviews Agents Your Website “Shop Front” Increase Brand Stay Informed Awareness Viral Marketing
  • 13. Your Website WHY YOUR WEBSITE? THINGS TO REMEMBER• Control • Content is King• Selling takes place • Digital media sells• All the information • Tracking visitors• Open 24 hrs a day • Dynamic website• Things are measurable • CMS Your Website is Your Shop Front!
  • 14. Content is King• Content is important to visitors• Content is what Search Engine require to find you.• Don’t forget Content structure• Content needs to be original!!!!• Content must be focused
  • 15. Digital Media Sells -Virtual Tour
  • 16. Measurable -Tracking Visitors
  • 17. Dynamic Website
  • 18. Content Management System (CMS)
  • 19. Getting Exposure
  • 20. Search Engine Optimisation (SEO) Google AdWords “Pay Per Click” (PPC) Search Engine Optimisation (SEO) Organically Ranked Results
  • 21. Aspects of SEO TALK ABOUT YOURSELF GET OTHERS TO TALK ABOUT YOU• Brand your website • Link building• Original Content • Article Submission• Correct Structure • Active on Forums• Error free website • Active on Social Media
  • 22. Google AdWords - PPCAdwords Equation: Price x Content = Ranking
  • 23. SEO vs AdWords SEO ADWORDS • Length of exposure reliant on• Sustainable rankings budget• Trusted more by visitors - Better • Conversion optimization key conversion• Long-term strategy • Great for short term exposure – more targeted keywords• Higher ROI • Lower ROI• Takes time to get results • Instant results
  • 24. Google Places
  • 25. Google Places
  • 26. Managing Your Reputation: The Good
  • 27. Managing Your Reputation: The Bad
  • 28. Social Media: FacebookBenefits• Great place to do market research• Improve brand awareness• Stay in touch with your clientsSteps1. Develop a strategy2. Communicate with your Fans and SHARE content3. Create a community around your brand4. Allow other travellers to share their content5. Look at Facebook Ads to help with marketing your brand
  • 29. Social Media: TwitterBenefits• Direct contact between you and your clients• Keep your client updated on current situations• Keep yourself updated on current news and events• Get your news out to the world.Steps1. Develop a strategy2. Follow your clients, your competition & industry3. Tweet and re-tweet interesting topics
  • 30. Viral Marketing
  • 31. Online Travel Agents
  • 32. T: +27 (0)21 715 0778M: +27 (0)72 488 9411E: robert@biggestleaf.com www.facebook.com/Biggestleaf www.twitter.com/#!/bernatzeder