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What social media can tell you about attracting more global tourists? A webfluenz case study
What social media can tell you about attracting more global tourists? A webfluenz case study
What social media can tell you about attracting more global tourists? A webfluenz case study
What social media can tell you about attracting more global tourists? A webfluenz case study
What social media can tell you about attracting more global tourists? A webfluenz case study
What social media can tell you about attracting more global tourists? A webfluenz case study
What social media can tell you about attracting more global tourists? A webfluenz case study
What social media can tell you about attracting more global tourists? A webfluenz case study
What social media can tell you about attracting more global tourists? A webfluenz case study
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What social media can tell you about attracting more global tourists? A webfluenz case study

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  • 1. This case study explores the top places Social Media userswant to go on holiday, the things they want to do, and thecountries that talk about it most – giving brands in the tourismindustry key insights for strategic decision makingCASE STUDYWHAT SOCIAL MEDIA CAN TELL YOU ABOUTATTRACTING MORE GLOBAL TOURISTS
  • 2. www.webfluenz.comPreviously driven by developed economies and considered aluxury for the others, today, leisure travel has become one ofthe fastest growing sectors worldwide – greatly affectingboth the economic and social spheres of a nation.INTRODUCTIONTo analyse online conversations around holidays togauge the top countries generating conversationsaround this topic, most preferred consumerdestinations and the activities associated with theseplaces.RESEARCH OBJECTIVE & METHODOLOGYFor any player (ranging from airlines to tour operators) looking to make a mark in thetourism industry, it is essential to measure and analyse consumer preferences andformulate strategies accordingly. For this very reason, statistics around the travelindustry are widely available – detailing where consumers went, where they camefrom, what they did, how much they spent, etc.This case study aims to to explore holiday preferences among social media usersbased on real-time comments – giving brands immediate, actionable insights.Thisintelligence, if gathered on a frequent basis, can help identify target markets, andaction quick changes to offer strategies, marketing activities, etc for players within thisindustry.Keywords representative of the industry were set up within our proprietary webfluenz tool,and global online conversations in English were tracked, across social media platforms.Note: U.S.A and U.K., with their high number of English speaking social media users,generated the most conversation around the holiday space2
  • 3. www.webfluenz.comFig 1: Social media’s most preferred countries to holiday in, and the reasons for visitingUNITED KINGDOM2SPAIN5FRANCE3AUSTRALIA4UNITED STATES OF AMERICA1Mention in %Max MinTOP HOLIDAY DESTINATIONS: MOST PREFERREDCOUNTRIES & REASONS FOR VISITING• English speaking social media usersare most likely to want to visit otherEnglish speaking countries (U.S.A,U.K., Australia)• While there are commonalities acrosstop destinations (beaches, museums,landscapes) some attractions areunique, like Disneyland for USA,cuisine for France, historical sites forU.K.OBSERVATIONS IMPLICATIONS• An element of convenience / familiarityneeds to be conveyed while promotingcertain destinations to these users• Promotions for beach destinations willlikely receive the most traction. Offerstrategies for flights, stay andattractions can be modeledaccordingly• Beaches are a popular draw foralmost all the most preferredcountries• Offer packages can be designed toappeal to broader preferences likebeaches, while highlighting thelocations differentiating factors withinthe marketing communicationFood &RestaurantsBiking MuseumsLEGEND:NationalparksBeach HistoricalsitesDisneyparksChurches LandscapesParties3
  • 4. www.webfluenz.com• Inclination towards local travel is high -most social media users are planningholidays to destinations within theircountry itself or to neighbouringcountriesTOP HOLIDAY DESTINATIONS: IDENTIFYING TARGETMARKETS FOR TOP COUNTRIESOBSERVATIONS IMPLICATIONS• With the increasing number of foreigntravellers, care needs to be taken toensure that local travellers are notsidelined. There is an existing desirefor local & regional travel - marketingcommunication and offerings need tobe put out to tap into this demandUNITED KINGDOM2UNITED STATES OF AMERICA1SPAIN5FRANCE3 AUSTRALIA4UNITED KINGDOMUNITED STATESOF AMERICAINDIAINDONESIASINGAPOREUNITED STATESOF AMERICAUNITED KINGDOMINDONESIAAUSTRALIACANADAUNITED KINGDOMUNITED STATESOF AMERICAFRANCEIRELANDSINGAPOREUNITED KINGDOMUNITED STATESOF AMERICASINGAPORENEW ZEALANDAUSTRALIAUNITED STATESOF AMERICAUNITED KINGDOMCANADAIRELANDSPAINFig 2: Identifying where visitors to these Top Countries are likely to come from,based on social media buzz volumes• Asia Pacific countries do not appearto have much attraction for Europeandestinations – UK being theexception, given its attraction amongIndians, Indonesians andSingaporeans• Understanding preferences among theAsia Pacific region will help align travelmarketing strategies with the needs ofthese regional travellersHome country Neighbouring country OthersLEGEND:4
  • 5. www.webfluenz.comTOP HOLIDAY DESTINATIONS AMONG ASIA PACIFICSOCIAL MEDIA USERS• Asia Pacific also shows a demand forlocal travel / home countriesOBSERVATIONS• Need to promote local tourism remainshigh even within the Asia-Pacific region;further explore social mediaconversations to target specificattractions / destinations within eachcountry to promote via offers, etcIMPLICATIONS• Majority of the other most-wanteddestinations are not exotic, farawaylocales, but neighbouring countries,likely driven by familiarity and shorttravel time• Marketing content and tourism offeringsneed to be put out, specifically targetingcountries within the region itself• At the same time, education &awareness of foreign markets,accompanied by attractive deals / offers,should be used to promote travel outsidethe regionMaxMin1. INDONESIA3. SINGAPORE2. AUSTRALIATOP DESIREDDESTINATIONS-TOP DESIREDDESTINATIONS-TOP DESIREDDESTINATIONS -• Bali• Indonesia• Singapore• Thailand• Malaysia• Japan• Thailand• Malaysia• Japan• Indonesia• Singapore• Florida• LasVegas• Australia• USA• Indonesia• New Zealand• London• Sydney• Melbourne• PerthHome country Neighbouring country OthersLEGEND:Fig 3: The top Asia-Pacific countries talking about holidays, and their most desired destinations5
  • 6. www.webfluenz.comFig 4: The top ten cities / states, their most talked about activities / features, and the geographiesfrom where people want to travelA : Most talked about activitiesC : Author source countriesLEGEND:Food &RestaurantsBiking Museums NationalparksBeach ChurchesHistoricalsitesDisneyparksLandscapesPartiesShopping PicasoExhibitHiking Casinos EiffelTowerCultureTimesSquare• Most top cities were from the traditionaltourist hotspots of U.S.A. and EuropeOBSERVATIONS IMPLICATIONS• Traditional tourist hubs still remain themost desired, despite the emergence ofnew destinations• There is space to further promoteSoutheast Asian destinations, as theyare yet to gain traction among a globalaudience• These locations are considered culturalcapitals, an aspect critical to theirmarketing communicationTOP HOLIDAY DESTINATIONS: MOST PREFERREDCITIES / STATESCALIFORNIA2A:C:PARIS3A:C:LONDON4A:C:HAWAII5A:C:A:C:VEGAS6NEW YORK7A:C:BALI8A:C:ROME9A:C:CHICAGO10A:C:FLORIDA1A:C:• Bali was the only Asian city to feature inthis elite group, driven by buzz aroundit’s serene beaches and landscapes• Historical sites, churches and culture,are associated more with Europeancities of Paris, London and Rome6
  • 7. www.webfluenz.comCONCLUSIONInsights drawn from this paper can be segregated into the following business areas -MARKETING COMMUNICATION• Marketing content and tourism offerings need to be put out, specifically targetingcountries within the region itself• At the same time, education & awareness of foreign markets, accompanied byattractive deals / offers, should be used to promote travel outside the region• Consumers are comfortable going to destinations close by or that speak the samelanguage - implying that when promoting destinations, an element of convenienceand familiarity needs to be conveyed• Communication needs to appeal to broader preferences like beaches, but highlightingthe locations differentiating factors is critical• Appropriate marketing communication needs to be used to tap into the existing desirefor local & regional travel• Southeast Asian destinations are yet to gain traction among a global audience - thereis space to further promote tourism to the region, globallyLEAD GENERATION• Given the existing desire for local travel, the home country and countries with theregion are ideal target bases for the tourism industry.• Asia Pacific countries do not appear to have much attraction for Europeandestinations; sticking to talking about travelling within the region itself. However, U.K.was an exception, and was perceived as an attractive destination by Indians,Indonesians and SingaporeansOFFER STRATEGY• Beaches are a popular draw for almost all the most preferred countries - hencepromotions for such destinations will likely receive the most traction• Offers, flights, packages tailored to the needs of intra regional (or neighbouring) andlocal population need to be put out• Offers around local attractions that highlight the locations differentiating factors (likeculture, food , historical monuments, theme parks, etc) is a crucial strategy to attractconsumers7
  • 8. www.webfluenz.comCONTACT US (Sales/Business Assistance):SINGAPORE 800 101 3021UNITED KINGDOM 808 101 2160UNITED STATES 855 281 6578For more of our latest research, visithttp://www.webfluenz.com/Webfluenz_Research/To purchase Webfluenz Research Reports, visithttp://www.webfluenz.com/Products_and_solutions/Research_Reports/For general sales enquiries, contact us atsales@webfluenz.com©2012-2013 Webfluenz PTE LTD. webfluenz and the webfluenzlogo are registered trademarks of Webfluenz PTE LTD. No partof this document may be reproduced without prior writtenconsent from Webfluenz PTE LTD. All rights reserved.www.webfluenz.com
  • 9. www.webfluenz.comWebfluenz PTE Ltd current Terms ofService is available HERE(http://webfluenz.com/Company/Terms_of_Service/) and is incorporated by thisreference. Your use of this Document issubject to the Terms of Service.Webfluenz Pte Ltd may revise these Termsof Service from time to time, including anyof the policies which may be applicable tothe use of the Services by posting suchrevisions at the above mentioned locationor any such other URL that Webfluenz PteLtd may provide and we may sendregistered users an email notice of thechange. By continuing to use this documentafter Webfluenz Pte Ltd has posted updatesto the Agreement, You agree to therevisions and agree to be bound by them.CONTENTUnless otherwise expressly noted,Webfluenz Pte Ltd reserves all rights, titleand interest in and to this Document and itsContents, including all related intellectualproperty rights. You agree that thisDocument contains Content specificallyprovided by Webfluenz Pte Ltd or itspartners and that such Content is protectedby copyrights, trademarks, service marks,patents, trade secrets or other proprietaryrights and laws. Except as expresslypermitted in these Terms of Service, Youwill not nor will You allow any third party to(i) copy, modify, adapt, translate orotherwise create derivative works of theService or Content; (ii) rent, lease, sell,assign or otherwise transfer rights in or tothe Service; or (iii) remove any proprietarynotices or labels placed by the Service; Ifyou wish to publish/share any material fromthis Document, please refer to our mediaguidelines. This Document may permit Youto link to other websites or resources on theInternet, and other websites or resourcesmay contain links to this Document. Theseother websites are not under Webfluenz PteLtd control, and You acknowledge thatWebfluenz Pte Ltd is not responsible orliable for the content, functions, accuracy,legality, appropriateness or any otheraspect of such websites or resources. Theinclusion of any such link does not implyendorsement by Webfluenz Pte Ltd or anyassociation with its operators. In no eventshall Webfluenz Pte Ltd be liable to anyonefor any damage arising from or caused,directly or indirectly, by the creation or useof a third partys web site, or the informationor material accessed through such websites. You further acknowledge and agreethat Webfluenz Pte Ltd shall not beresponsible or liable, directly or indirectly,for any damage or loss caused or alleged tobe caused by or in connection with the useof or reliance on any such Content, goodsor services available on or through anysuch website or resource.PRIVACYWebfluenz Pte Ltd current Site PrivacyPolicy is available HERE(http://webfluenz.com/Company/Privacy_Policy/) and is incorporated by this reference.Your use of the Service is subject to theterms of the Privacy Policy.LIMITATION OF LIABILITYYOU EXPRESSLY UNDERSTAND ANDAGREE THAT IN NO EVENT SHALLWEBFLUENZ PTE LTD(OR ITSOFFICERS, DIRECTORS, EMPLOYEES,PARENT, SUBSIDIARIES, AGENTS ORAFFILIATES) OR ITS THIRD PARTYLICENSORS, PROVIDERS ORSUPPLIERS, BE LIABLE FOR ANYDIRECT, INDIRECT, PUNITIVE, SPECIAL,CONSEQUENTIAL OR INCIDENTALDAMAGES, INCLUDING WITHOUTLIMITATION, LOST PROFITS, LOSS OFREVENUE, OR LOSS OF DATA,REGARDLESS OF THE TYPE OF CLAIMOR THE NATURE OF THE CAUSE OFACTION, INCLUDING WITHOUTLIMITATION, THOSE ARISING UNDERCONTRACT, TORT, NEGLIGENCE ORSTRICT LIABILITY, EVEN IF WEBFLUENZPTE LTD HAS BEEN ADVISED OF THEPOSSIBILITY OF SUCH CLAIM ORDAMAGES. THE REMEDIES EXPRESSLYSET FORTH IN THIS AGREEMENT AREYOUR SOLE AND EXCLUSIVEREMEDIES. YOU MAY HAVEADDITIONAL RIGHTS UNDER CERTAINLAWS (SUCH AS CONSUMER LAWS),WHICH DO NOT ALLOW THEEXCLUSION OF IMPLIED WARRANTIES,OR THE EXCLUSION OR LIMITATION OFCERTAIN DAMAGES. IF THESE LAWSAPPLY, THESE EXCLUSIONS ORLIMITATIONS MAY NOT APPLY.MISCELLANEOUSAll obligations of the parties under thisAgreement, which, by their nature, wouldcontinue beyond the termination,cancellation or expiration of this Agreementshall survive such termination, cancellationor expiration. You are not to assign orotherwise transfer, this Agreement in wholeor in part, and any attempt to do so shall bevoid. Webfluenz Pte Ltd may assign all orany part of this Agreement without noticeand You agree to make all subsequentpayments as directed. You and WebfluenzPte Ltd agree that Your use of the thisDocument and this Agreement will begoverned by the laws of the Government ofSingapore and any dispute will be broughtbefore the courts in the city ofSINGAPORE, Singapore and the languageof dispute resolution will be the Englishlanguage, without reference to its principlesof conflicts of laws. YOU ANDWEBFLUENZ PTE LTD CONSENT TOTHE EXCLUSIVE PERSONALJURISDICTION OF AND VENUE IN ACOURT LOCATED IN SINGAPORE,SINGAPORE FOR ANY SUITS ORCAUSES OF ACTION CONNECTED INANY WAY, DIRECTLY OR INDIRECTLY,TO THE SUBJECT MATTER OF THISAGREEMENT OR TO THE SERVICE.Except as otherwise required by law,including Singaporen laws relating toconsumer transactions, any cause of actionor claim you may have with respect to theService must be commenced within one (1)year after the claim or cause of actionarises or such claim or cause of action isbarred. 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