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Marketing%20to%20the%20 Potential%20 International%20 Tourist%20 Online



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  • 1. Marketing to the Potential International Tourist Online James Keeler International Head of CRM & Online Marketing Sales & Marketing in Travel Europe Conference September 2005
  • 2. VisitBritain • Mission - ‘to increase the value of inbound tourism to Britain’ • Specific targets: • Generate at least £887.5m in additional spend • Generate a ROI of at least 30:1 • Seasonal spread – tourism from October - March • Regional spread – tourism outside of London • Don’t sell anything yet – interesting for CRM!
  • 3. Topics to Cover • Customer migration online • Attracting customers online • Understanding customer behaviour • Acquiring customer data • Customer communications • Declining customer loyalty?
  • 4. Customer Migration Online • Market trends & size of online travel market • Organisational experience • In May 2003 almost 50% of VisitBritain’s enquires were via the web, by May 2005 this figure was over 96% • Total online enquires have grown from 160,000 to 515,000/month in same period (total enquiries up from 320,000 to 535,000) • What can you learn from traditional channels? Especially ongoing contact centre enquires • Cost • Less staff required to service online enquires • Buying power online vs. offline Understand external & organisational trends
  • 5. Attracting Customers Online • Search, paid, partnered, brand/offline-online & community • An organisation’s online offering must meet it’s customers expectations • Vital to understand customer expectations of your site and unique selling points: • What does the customer come to your site for? • What can’t they get elsewhere? • How well does your online offering match your customers’ expectations? How can you improve this match? • Ensure online branding & promotions sets the correct expectations • What can your online offering be & what is it now? Conduct primary research & benchmarking
  • 6. Understanding Customer Behaviour • Traffic statistics • Traffic paths – make it easy for customers to find what they are looking for & the key parts of your site • Search terms (on-site & search engines) – new content requirements, navigation changes • Driving traffic to certain areas of your site – what works (on-site), deep linking, drop-off points • Upstream and downstream – where else are your customers going? • Customer data • Analyse data captured from customers to determine needs/interests for on-site content requirements • Customer segmentation Use all available data to understand customer behaviour and use this knowledge to optimise your site
  • 7. Acquiring Customer Data Online • Meet the customer’s expectations, so they want to interact with you again • Provide a ‘call to action’ to submit customer details and make the process simple • Doesn’t have to be a sale • Track traffic to registration areas & drop offs • Ensure data captured is relevant to both the customer and what we can offer that customer: • Ask customers’ what they are interested in • Use the data to drive your outbound communications • Respect local & cultural differences Make it as easy as possible to ‘register’, only capture data that will be beneficial to both parties
  • 8. Customer Communications • Outbound communications should be based on customer needs/interests • Customer data should determine communications plan • Segmented communications - different messages for different customers • Local & cultural needs • Content mix of messages important • Inspiration/information, highlight new products or website features • Linked sales message, ideally with offer(s) • Communication drives customers to the website Regularly remind the customer of your value to them & encourage them to come back to your site
  • 9. Understanding Online Customers Diverse Needs and Expectations 1. Understand external & organisational trends 2. Conduct primary research & benchmarking 3. Use all available data to understand customer behaviour and use this knowledge to optimise your site 4. Make it as easy as possible to ‘register’ & capture data that will be beneficial to both parties 5. Regularly remind the customer of your value to them & encourage them to come back to your site
  • 10. Declining Customer Loyalty? • Increase in customer choice & easy access means customers are now loyal to more than one provider • VisitBritain.com is not the only site a potential tourist visits when planning a holiday but where they do contact us we have an opportunity to influence • Loyalty gained online by having the best offering to meet the customers’ needs - not necessarily the best product • Online offering covers both website offering and customer communications & service • Online offering should develop and change over time • VisitBritain hasn’t experienced declining customer loyalty, however loyalty no longer means a successful transaction
  • 11. www.visitbritain.com