Online Marketing Strategies for Tourism


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

Published in: Travel, Business, Technology

Online Marketing Strategies for Tourism

  1. 1. Online Marketing Strategies for Tourism How to succeed online Presented by: Robert Bernatzeder CEO & Co-Founder
  2. 2. Trends in Online Tourism
  3. 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. 4. Why are Travellers using the Web?• Ease• Choice• Compare• Customize Design Your Dream Custom Holiday
  5. 5. Travellers Research Online70% Visit 22 sites on average before deciding*60%50%40%30%20% Business travellers10% Leisure travellers0% * Google, 2010
  6. 6. Online Volume Trends
  7. 7. Search Volume on Google
  8. 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. 9. The Result on Google in the USA!
  10. 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. 11. Accessing this Market –Your Website
  12. 12. Direct Leads Online TravelClient Reviews Agents Your Website “Shop Front” Increase Brand Stay Informed Awareness Viral Marketing
  13. 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. 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. 15. Digital Media Sells -Virtual Tour
  16. 16. Measurable -Tracking Visitors
  17. 17. Dynamic Website
  18. 18. Content Management System (CMS)
  19. 19. Getting Exposure
  20. 20. Search Engine Optimisation (SEO) Google AdWords “Pay Per Click” (PPC) Search Engine Optimisation (SEO) Organically Ranked Results
  21. 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. 22. Google AdWords - PPCAdwords Equation: Price x Content = Ranking
  23. 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. 24. Google Places
  25. 25. Google Places
  26. 26. Managing Your Reputation: The Good
  27. 27. Managing Your Reputation: The Bad
  28. 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. 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. 30. Viral Marketing
  31. 31. Online Travel Agents
  32. 32. T: +27 (0)21 715 0778M: +27 (0)72 488 9411E:!/bernatzeder