New Brunswick Tourism Offerings


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New Brunswick Tourism Offerings

  1. 1. Tourism and Parks Carol Alderdice Manager, Web Technology
  2. 2. Overview • Refined website integrating new Branding and supporting new Experience Collection • Major social media effort aimed at engaging potential visitors, supporting operators directly and generating positive online “word of mouth” • Tools to help plan vacation to NB • Online Booking • Summary
  3. 3. Web Site
  4. 4. Website
  5. 5. Social Media
  6. 6. Creating a • Launching a presence in both official languages on Twitter, Community Facebook, Flickr and YouTube of Brand • Build a strong online following, engaging in dialogue with Ambassadors residents, visitors and potential visitors • Distribute New Brunswick tourism content across multiple Web platforms • “Amplify” social media efforts of individual operators, taking them to a wider audience • Actively engage in an authentic, positive way, in online forums etc.
  7. 7. At 11:25 this morning …A true sign of summer in Sussex this weekend! *slurp* Dairytown's own Sully's Ice Cream Parlour opens today! 2 minutes ago We’re at #Saltscapes Expo! Stop by, say ‘hi’, and plan to spend some time back in New Brunswick with us. about 2 hours ago
  8. 8. My Trip Planner
  9. 9. My Trip Planner Introduced in March 2009… 2009 TIAC award Tourism Excellence – Online Innovation Award So far we have over 25,000 trip plans created Finalist at the KIRA Awards May 6, 2010 in Fredericton
  10. 10. Sample Trip Plans
  11. 11. Sample Trip Plan – Daily Itinerary
  12. 12. Online Booking
  13. 13. Overview • New Brunswick Tourism, TIANB and DMOs partnership • Allow consumers a means to close the sale from the Tourism website • RFI process, selected vendor, signed host agreement • Direct connect to reservation systems • Free reservation systems to those without
  14. 14. JackRabbit Systems was founded to develop online travel software for destination websites. The software is designed to improve functionality and usability to the visitor in order to enhance the visitor’s experience and increase room nights in the selected destination. The JackRabbit engine accomplishes this goal.
  15. 15. JackRabbit across North America • In the past three years, JackRabbit has experienced explosive growth and today, is aligned with over 100 DMOs and with major chain hotels representing a significant percentage of room inventory in North America • Most recently, JackRabbit has gone live on the websites for Travel Alberta ( and the Las Vegas Convention & Visitor Authority (
  16. 16. Aligning with Consumer Demands and Preferences • JackRabbit supports consumer preferences by providing an alternative to Online Travel Agents (OTAs) independent sites, 3rd party booking engines and the challenge of searching hotel availability and pricing through lodging directories on DMO websites.
  17. 17. JackRabbit - Hotel Chain Partners InterContental Hotel Group Magnuson Chain of Hotels Carlson Hotels Worldwide Delta Hotels Marriott America’s Best Value Inns Best Western Red Lion Hotels Fairmont Hotels Hyatt Hotels & Resorts Hilton Hotels Starwood Hotels & Resorts Drury Inn & Suites Choice Hotels Int’l
  18. 18. Search Interfaces on Website
  19. 19. Results on Destination website Website visitors can sort the search results by name and price, filter by amenities, and preview property locations on a map specific to the destination area. Customized, host site header with image map buttons back to site. Search again by date, category and location. Sort and filter results. Hotel listing with image, description, address, amenities and book-now buttons. Results are rotated randomly to ensure equal exposure. Pictured results show listings that match selected amenities.
  20. 20. How It Works – JackRabbit 1-2-3 When visitors are ready to make a reservation, they click JackRabbit’s "Book Now“ button, which redirects them to the hotel's own website where they enter credit card information and complete their reservation. 3. Complete reservation on hotel website 2. Browse results on DMO website 1. Enter travel dates on DMO Website
  21. 21. How it works for those with a system (that are not part of the chains already signed with JackRabbit) • Letter from TAP/TIANB inviting the operators to participate • Link from the letter directly to JackRabbit • Tracking code provided or built • Operator arranges to have tracking code installed • JackRabbit starts indexing for price and availability • JackRabbit sends statements every month
  22. 22. How It Works for those without – JackRabbit Reservation Engine In the 80 markets JackRabbit studied, 42% of accommodations did not have an online reservation system. In response to this issue, JackRabbit launched its own online reservation engine that is provided for FREE to participating JackRabbit members. These accommodations can now benefit from an affordable means of accepting online reservations, and from the increased traffic that can come from JackRabbit .
  23. 23. How it works for those that DON’T have a system • Letter from TAP/TIANB inviting the operators to participate • Link from the letter directly to JackRabbit requesting the Free system • System available October 15 • Results for operator are returned with those that have a system (with link to operator’s website or telephone number)
  24. 24. Operator without an online reservation system and signs up to the free system: Link to website or a phone number.
  25. 25. Direct connect with JackRabbit - No Middle-Man Because JackRabbit allows visitors to complete their reservations directly with the accommodation, the consumer deals directly with the hotel, avoiding the long line of third-party commission fees that are part of a normal, GDS reservation. Sample GDS Reservation 3rd Party GDS Gateway Booking Engine Switch Guest is the customer of the 3rd party JackRabbit Reservation Guest is the customer of the Lodger
  26. 26. Tourism Consumer Website Stats • 90 % of vacationers to New Brunswick go to the consumer website before they travel to the province • 1 million consumers visited the website in 2009 www.tourismnewbrunswick. ca
  27. 27. Pages visited on the Tourism website
  28. 28. Online Booking Summary Consumer Benefits: - JackRabbit search engine technology brings the rates and availability functionality that consumers demand from a destination site Lodging Partner Benefits: - JackRabbit search engine technology drives reservations directly to the hotels, eliminating the high commission fees charged by Online Travel Agency (OTA) sites - JackRabbit provides opportunity for lodging properties of all sizes to benefit from the visitor traffic to the Tourism website - JackRabbit enables automatic inventory and rate allocation, requiring no additional management on behalf of the lodging property. Destination Benefits: - JackRabbit search engine technology allows for participation from ALL destination lodging partners - JackRabbit has consistently generated higher referrals and higher conversions than 3rd party booking engines and destination website lodging directories
  29. 29. Tourism and Parks Corporate Website