• Like
  • Save
Marketing%20to%20the%20 Potential%20 International%20 Tourist%20 Online
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

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

  • 466 views
Published

 

Published in Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
466
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 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