TBF 2011 - PANEL 2: "Evolution of Tourism marketing"
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TBF 2011 - PANEL 2: "Evolution of Tourism marketing"

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PANELISTS:...

PANELISTS:
Antonio Batanero, Director of Distribution & Ecommerce at Sol Meliá Hotels & Resorts

 Fernando Harb, Director of Sales at Greater Fort Lauderdale Convention & Visitors Bureau

 Rick Still, CEO of OnTrade Travel

 Ricardo Casco, Director of Latin America & Caribbean for AVIS Budget Group

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  • Advertising agency DDB shot this advertising campaign for Voyages SNCF. La Machine à Voyager commercial displays a mysterious black cube in the middle of Palais Royal Square in Paris. Three individual passersby decide to approach it and surprisingly, hear a voice asking them where they would want to go if they could escape anywhere. Once the answer is given, the cube throws a magnificent display of fireworks, music, confetti and a giant ticket. The ad doesn’t reveal if the three individuals actually win a trip; regardless, Voyages SNCF has certainly found the best campaign to get people’s attention.

TBF 2011 - PANEL 2: "Evolution of Tourism marketing" Presentation Transcript

  • 1. Julio Bruno
    Vice President, Canada, Latin America & The Caribbean
    Miami, May 4th 2011
    Panelists
    Rick Still, OnTrade
    Antonio Batanero, SolMelia
    Fernando Harb, Greater Fort Lauderdale CVB
    Ricardo Casco, AvisBudget
    2011 Tourism Branding Forum
    1
  • 2. Rick Still - CEO
    Rick Still is considered an expert in the development of high-level trade conferences within the global travel industry and is widely recognized as a pioneer in launching computer appointment-driven “trade shows” that have changed the way in which billions of dollars in sales are conducted each year.
    On Trade is a “company to company” social network for the travel industry with proprietary match-making technology enabling members to efficiently locate and connect with the right buyers and suppliers.
    2011 Tourism Branding Forum
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  • 3. Antonio Batanero - Senior Director of Distribution & Ecommerce
    Antonio Batanero is Senior Director of Distribution & Digital Marketing at Meliá Hotels & Resorts in The Americas. Responsible for communication, marketing and sales with direct clients, companies and travel agencies, is also responsible for the design, creation, development and distribution of interactive media tools profitability of the company’s distribution channels in The Americas
    Meliá, which was founded by Gabriel Escarrer Juliá in 1956 in Palma de Mallorca (Spain), is the world's leading hotel chain for holidays, as well as being the overall market leader in Spain, both in the leisure and the business sectors. It is the third largest chain in Europe, the twelfth largest in the world and is the global leader for holidays and in Latin America and the Caribbean. Currently there are more than 300 hotels in 30 countries on 4 continents and the company has a workforce in excess of 35,000 employees
    2011 Tourism Branding Forum
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  • 4. Fernando Harb - Director of Sales
    Harb is a seasoned professional with a comprehensive knowledge of both leisure and convention sales, as well as the international market. With fluency in four languages including English, German, Portuguese and Spanish. Most recently he held the position of director of sales & marketing at the Hollywood Beach Marriott where he was an essential member of the resort's management team for its grand opening
    The Greater Fort Lauderdale CVB is full service representing 30,000+ hotel rooms and a 600,000 gsf convention center. Representing: Coconut Creek Cooper City Coral Springs Dania Beach Davie Deerfield Beach Fort Lauderdale Hallandale Beach Hollywood Lauderdale-By-The-Sea Lauderhill Lauderdale Lakes Lighthouse Point Margate Miramar North Lauderdale Oakland Park Pembroke Park Pembroke Pines Plantation Pompano Beach Sea Ranch Lakes Southest Ranches Sunrise Tamarac Weston West Park Wilton Manors
    2011 Tourism Branding Forum
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  • 5. Ricardo Casco - Director, Latin America
    Ricardo Casco, Director for the Latin American region with Avis Budget Group. Mr. Casco holds overall revenue and commercial responsibility for all business originated in the Latin America / Caribbean region and is also responsible for overseeing the sales and marketing strategy for the LAC-based franchisee network
    +USD 5 Billion company with more than 30,000 employees. Over 6,900 locations and more than 540,000 vehicles worldwide. AVIS is positioned in the market as a corporate / higher tier brand (corporate). BUDGET as a value driven brand (leisure)
    2011 Tourism Branding Forum
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  • 6. Julio Bruno- Vice President, Canada, Latin America and The Caribbean
    Responsible for leading and growing travel agency sales throughout these regions, Bruno has previously held several regional posts with Travelport and its predecessors. This includes vice president, Continental Europe & South America managing the Cendant Travel Distribution business units Galileo International, Gullivers Travel Associates, Octopus Travel.com and Travelwire.
    With a presence in 160 countries, approximately 5,475 employees and reported 2010 revenues of $2.3 billion, Travelport is comprised of the global distribution system (GDS) business that includes the Galileo and Worldspan brands; GTA, a leading global, multi-channel provider of hotel and ground services; and Airline IT Solutions, which hosts mission critical applications and provides business and data analysis solutions for major airlines. Travelport also owns approximately 48% of Orbitz Worldwide (NYSE: OWW)
    2011 Tourism Branding Forum
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  • 7. How Did Tourism Evolve?
    • Travel became more popular
    • 8. Offer does not follow demand: IATA 2010 report indicated 8.2% increase in traffic and 4.4% increase on seats capacity, with a 78.4% load factor
    • 9. In Latin America, tourism will almost double its GDP* contribution from 2.3% (U$75B) in 2010 to 4.5% (U$126B) in 2020
    • 10. A new middle class: the engine behind growth
    • 11. Traveler is smarter:
    • 12. Better educated: university education and higher
    • 13. Information power: uses Internet to search, compare, purchase and share
    • 14. Social networks influence on travel purchase decisions
    Source: WTTC
    2011 Tourism Branding Forum
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  • 15. The Myriad of Channels
    • Suppliers face a never ending channels offer:
    • 16. Internet
    • 17. Website (B2B, B2C, B2G)
    • 18. Mobile
    • 19. Direct Connect
    • 20. Intermediaries
    • 21. GDSs
    • 22. Travel Agencies
    • 23. OTAs
    • 24. Consolidators
    • 25. Tour Operators
    • 26. Brokers
    Source: WTTC
    2011 Tourism Branding Forum
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  • 27. Marketing Mix Increases Everyday
    • Variety of efforts needed to reach even more segmented travelers clusters:
    Price: From savvy to premium, from budget-minded to “c”class, everybody is travelling today
    Place: From the traditional travel agencies to department stores, including OTAs and door-to-door sales, channels are everywhere today
    Promotion: Loyalty programs, Ad Words, social media, user generated content, apps, iPads, events, sponsorships, blast mails, online media, offline media, online discounter, metasearch engines, etc
    Product: More than ever, one size does not fit all (ecotourism, adventure tourism, gourmet travel, sports, cultural exchange, etc)
    2011 Tourism Branding Forum
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  • 28. Brand and Tourism- Some examples
    • Sncf.com:
    • 29. La Machine À Voyager
    • 30. Around 2 million views on YouTube
    • 31. United Airlines:
    • 32. United break guitars
    • 33. 10 million views on YoutTube
    • 34. *In December 2009, Time magazine named "United Breaks Guitars" #7 on its list of the Top 10 Viral Videos of 2009
    • 35. *Carroll has been in great demand as a speaker on customer service. On one of his trips as a speaker, United Airlines lost his luggage
    Go to link
    Go to link
    • Great Barrier Brief:
    • 36. The Best Job in the World
    • 37. U$1.2 million campaign budget
    • 38. More than 34,000 applicants
    • 39. 8 million visitors at the website
    • 40. Over U$150 million estimated in media coverage
    Go to link
    *Source: Wikipedia
    2011 Tourism Branding Forum
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  • 41. Top Ten Travel Innovations in the last 10 years
    • BudgetTravel.com 2009 poll results
    • 42. 10th: Online Maps
    • 43. 5th: Cell Phones
    • 44. 9th: Digital Photography
    • 45. 4th: Global Internet Access
    • 46. 8th: Online Flight Check In
    • 47. 3rd: Trip Advisor
    • 48. 7th: GPS Navigation
    • 49. 2nd: Online Travel Booking
    • 50. 6th: Worldwide ATM Access
    • 51. 1st: Roller Bags
    2011 Tourism Branding Forum
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  • 52. How to Explore the New Travel Landscape?
    2011 Tourism Branding Forum
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  • 53. Suggested Questions
  • 54. Questions
    • How would you compare your traveler today and ten years ago?
    • 55. How do you think people will be travelling within 10 years?
    • 56. What a travel brand needs to become a love brand?
    • 57. What your company is doing to keep its brand assets replicated in the social media environment? (reputation)
    • 58. Multichannel, direct distribution and intermediaries: how do you keep your brand value across different strategies?
    • 59. Is your company monitoring your brand presence at user generated content websites and social media? Why?
    2011 Tourism Branding Forum
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  • 60. Questions
    • How is your marketing investment divided today? Please give us an idea of the mix spent off and online
    • 61. Are loyalty programs still an important part of your strategy in a world with so many offers, influencers and price sensitive travelers?
    • 62. What are the main communication channels used by your company today?
    • 63. Do you consider investing on mobile selling applications in the next couple of years?
    • 64. What are you planning to reach the new traveler in Latin America, those who have buying purchase (C class) and will travel for the first time?
    2011 Tourism Branding Forum
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  • 65.
  • 66. Copyright
    Copyright
    ©2010 Travelport Inc. All rights reserved.  All Travelport logos and marks as well as all other Travelport proprietary materials depicted herein are the property of Travelport Inc. and/or its affiliates.
    Notes About Examples
    All screen examples and other inserts associated with system output are provided for illustration purposes only. They are provided as illustrative examples of system functionality and are not meant to represent actual screen responses, rates, etc.
    Note to document author:
    Position copyright slide at the end of the presentation. If the document contains confidential information, each page of the document should be marked with “TRAVELPORT CONFIDENTIAL” in the footer. Delete this message before using the presentation.
    17
    2011 Tourism Branding Forum