Developing a Social Strategy for the Group Travel Industry

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This session has the objective to better understand the perspective of group travel distribution in the social web ecosystem. How to adapt to this new reality? We will try to better understand this …

This session has the objective to better understand the perspective of group travel distribution in the social web ecosystem. How to adapt to this new reality? We will try to better understand this ecosystem by looking at opportunities to drive qualified trafic in search engines and social networks for travel distributors. Effective business models and how to optimize online offer description will also be discussed.

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  • 1. Developing a Social Strategy for
    the Group Travel Industry
    Jean-François Renaud, Partner
    Karine Miron, Internet Strategist - Tourism
  • 2. « We are obsessed about conversions » - Adviso
    We are a team of almost 30 specialists providing Internet strategy and marketing services
    We count more than 100 organizations as our clients
    We are the most Google-certified company in Eastern Canada
  • 3. A Strong Experience in Tourism
  • 4. Presentation Syllabus
    • Introduction to Web 2.0
    • 5. Trends for travel and tourism online distribution
    • 6. How to optimize your offer for Web
    • 7. How to take advantage of the New Revenue Models
    • 8. Case Studies
  • introduction toweb 2.0
  • 9. Social Network Services
    • The migration from a closed operating system to an open social network platform.
    • 10. The necessity of a virtual presence to claim your physical presence.
  • Canadians and Social Networks
    • Canadians are the most active social networkers
    • 11. 80% of Canadians have visited a social network service this year, 63% have read a blog
  • Canadians and Social Networks
    • 52% of Canadians visit Facebookalmost daily
    # of users
    Canada: 15 354 880
    Quebec: 2 918 220
    Montreal: 2 104 580
  • 12. Social Networks
    • Beyond Facebook, thousand of networks encourage chatting and contentsharing
  • Social Network Users
  • 13. The Most Important Slide
  • 14. The Second Most Important Slide
    Do not skip steps
  • 15. Trendsfor travel and tourism online distribution
  • 16. Major Online Players
    OTA/OTO
    Expedia (Trip Advisor, etc.)
    Travelocity
    PriceLine
    Orbitz
    Travel MetaSearch Engine
    Kayak
    Bing Travel
    Etc.
    Other Players
    HotWire
  • 17. Today’s Competitive Landscape
  • 18. Emerging Players
    Google’s Acquisition of ITA Software...so what’s next?
    Google Shopping: Online Shopping Comparison Engine
    Don’t be evil? What about Google’s policy on tourism?
    Bing also has shopping engine
  • 19. Search Ecosystem is Changing
    Desintermediation (++ competition on Google)
    TO, travel agencies, Review sites (Affiliates), consolidators : everybody wants to be found by consumer
    Reintermediation
    Newcomers are playing new roles : inspiring (Wanderfly), comparing (Kayak), Group Travel Planning (Groople…)
  • 20. Traveler Online Search Behaviours
    • The Top 4 Online Travel Resources:
    • 21. Search Engine: 72%
    • 22. Online Booking Sites: 58%
    • 23. Consumer Testimonial Sites: 26%
    • 24. Travel Information Sites: 19%
  • Traveler Online Search Behaviours
    • Leading Travel Websites:
    • 25. Expedia: 42%
    • 26. Travelocity: 41%
    • 27. Orbitz: 31%
    • 28. Hotel brand Websites: 30%
    • 29. Airline Brand Website: 28%
    • 30. Hotel.com: 21%
    • 31. Priceline.com: 18%
    • 32. Yahoo! Travel: 16%
  • How to Optimize your OffeR
  • 33. Rule number 1: Don’t try to be everything for everyone
  • 34. Rule number 2: If your content is not indexed, you don’t exist to search engine AND users
  • 35. Rule number 3:
    Be listed and linked online
    • Link Building Strategy: More effective!
  • Rule number 4: Create Optimized Landing Pages that you can use again for different campaigns
    • Clear Call to action
  • Rule Number 5:
    Tell the Story and Humanize
  • 36. Rule number 6: Connect with your customers and encourage testimonials and storytelling
  • 37. Rule number 7: Make your offer data open and available
  • 38. HOW TO Take advantage of New revenue models
  • 39. Aggregators
  • 40. Affiliation
  • 41. Drive qualified traffic to your website
  • 42. Organic Traffic (SEO) versus PPC
  • 43. Crash Course 101 : Boost your SEO
    How do yourank for your main keyword ?
    Make sure Google canbrowseyour site
    Optimizeyour TITLE tags !
    Ask links to yournaturalpartners
    Describeyouroffer in WORDS
  • 44. Travel Search Trends
    • Agence de voyage: agence voyage (40 500)
    • 45. Appellation voyage: Voyage (550 000)
    • 46. Destinations: Voyage a quebec (18 100), Voyage Cuba (8100), Voyage Mexique (2900), voyage montreal (14800)
    • 47. Types de voyage: Voyage organisé (9900), voyage groupe (3600)
    • 48. Forfait: Forfait voyage (6600)
    • 49. Incitatif: Voyage a rabais (165 000)
    • 50. Information: Récit voyage (720), guide voyage (2900)
  • Take a look at your competitors
    Who bided to be first on travel agency
    Who is first on travel agency
  • 51. Pay-per-click (PPC) Advantages
  • 52. Pay-per-click Workflow
  • 53.
  • 54. Vertical Search
  • 55. Local Search
  • 56. listen and Take advantage of Social networks
  • 57. Tip number 1: Inspire and connect with your customers on social networks on your own website
  • 58. Tip number 2: Increase Loyalty and Create New Travel Opportunities with Existing Customers
  • 59. Tip number 3: Be part of Niche Communities related to your offer and customers
    Interest Community
    Group Travel Community
  • 60. Tip number 4: Engage with Real Travelers/Bloggers
  • 61. Tip number 5: Monitor to be aware of your online reputation AND react
  • 62. Subscribe to our contest !
    Just give us your business card to win a one-day, 500$ value Google Analytics training in Montreal or Quebec
  • 63. Let’s Keep In Touch!
    Jean-François Renaud, Partner
    KarineMiron,
    Internet Strategist - Tourism
    Website: http://www.adviso.ca/
    Blog: http://www.adviso.ca/blog/
    Facebook: http://www.facebook.com/adviso/
    Twitter: http://www.twitter.com/adviso/
    LinkedIn: http://www.linkedin.com/companies/adviso/
  • 64. Thank You!
    Jean-François Renaud, Partner
    KarineMiron, Internet Strategist - Tourism