Tourism Marketing Gets Big Boost from Responsive Web Design (WhitePaper)

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Tourism Marketing Gets Big Boost from Responsive Web Design (WhitePaper)

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2014 Update - check our resources and tips at http://checklist.travel-on-the-go.com ...

2014 Update - check our resources and tips at http://checklist.travel-on-the-go.com
Latest resources to help you develop and test your mobile presence, Tips on apps and websites vs responsive webdesign - Update is FREE register at http://checklist.travel-on-the-go.com to have it send my email or to download the
10 page pdf.

Responsive Web Design deployed by Barbados.org has had a major impact on tourism marketing for hotels and travel companies on the island. Within Days of launching its redesigned web portal the Barbados Tourism Encyclopedia (barbados.org) received very positive reviews from advertises who saw immediate results in greater exposure and more leads. With the RWD the site is reaching out to many more travelers who are using mobile devices like smartphones and tablets to plan and book travel.

This whitepaper explains the strategy and options. For more details you may also see the video presentation at http://www.youtube.com/watch?v=Ytzjeopa6d4

For latest news on Mobile strategies see http://www.marketinghotelsandtourism.com/?s=mobile

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  • 1. BARBADOS TOURISM ENCYCLOPEDIARESPONSIVE WEB DESIGN & BRAND MARKETINGmaking information instantly available everywhere on every device BARBADOS TOURISM ENCYCLOPEDIA MARKETING AND TECHNOLOGY DEVELOPMENTS 2013 P O B o x 1 6 B • A X S E S S C I : 2 4 6 4 2 9 2 6 5 3 • • w w w. B a r b a d o s . o r g
  • 2. BARBADOS TOURISM ENCYCLOPEDIA RESPONSIVE WEB DESIGN & BRAND MARKETING making information instantly available everywhere on every deviceWHY RESPONSIVE WEB DESIGN (RWD) There are more travelers onthe internet today withmobile devices, smartphonetablets and iPods and iPadsthan with laptop or desktopcomputers. No marketingcampaign can be completedwit out considering the mobileand smartphone users.Just a year ago we were allbuilding dedicated mobilewebsite for this market, butthat is no longer the bestapproach. Technology hasmoved on and we can now build one site that fits all.RWD is not simple and requires a lot of work, planning, testing and coding.The benefits is that not only do you have a single website to maintain, butmore importantly the search engines also have a single website to index,rank and serve-up. The fact is that this is what they want and Google hasstrongly mandated that developers use the RWD to build a single portal orwebsite for all users.MOBILE NEEDSA Mobile Traveler of course has different needs and resources. Fitting a largescreen into the small display is one of the challenges faced with a RWDproject. It is also important to make use the resources of the device like itsbuttons, call options and layout features. In RWD the task becomes one ofreformatting and recoding for each device. The page thus becomes larger,more complex and much more dynamic. Typically it will take 2 or 3 timesmore work to do this that build a simple desktop html page. Instead wemust use special applications, techniques and code to repurpose the page foreach device.The question then is, “Is it worth the extra effort”: P O B o x 1 6 B • A X S E S S C I : 2 4 6 4 2 9 2 6 5 3 • • w w w. B a r b a d o s . o r g
  • 3. BARBADOS TOURISM ENCYCLOPEDIA RESPONSIVE WEB DESIGN & BRAND MARKETING making information instantly available everywhere on every deviceFACTSGoogle predicts that mobile devices will drive travel searches up by 15 -25% in 2013" (http://www.thinkwithgoogle.com/insights/library/studies/the-2012-traveler/).NASDAQ: SCOR has reported that in the US 51% of smartphone owners areusing these devices to access travel information.RWD has been cited as the #1 web design and development trend for 2013by .net magazine (http://www.netmagazine.com/features/20-top-web-design-and-development-trends-2013).We all know that Smartphone sales surpassed PC sales in 2010 with mobileweb usage increasing 600%. Gartner predicts this growth will continuethroughout the decade.All of that is secondary to the fact that you simple must have a single sitedesign in order to exist in the market of the future. Search engines aredemanding and common sense dictates that you cannot maintain the manysites needed for the various devices.BUSINESS MODELThe Barbados Tourism Encyclopedia is financed via hotel and tourismsponsor and advertisers. In this regard the new website offers several keyadvantages.1. Effective advertisingAdvertisers get optimal exposure on each platform as their ads adaptresponsively. A full size banner image ad on desktop is suitably scaled fortablet viewing. On smaller devices such as smartphones, the image adswitches to a text ad for easy viewing and improved click through rate. P O B o x 1 6 B • A X S E S S C I : 2 4 6 4 2 9 2 6 5 3 • • w w w. B a r b a d o s . o r g
  • 4. BARBADOS TOURISM ENCYCLOPEDIA RESPONSIVE WEB DESIGN & BRAND MARKETING making information instantly available everywhere on every device2. NavigationTouch-friendly navigation has been specially integrated for tablet users. Ondesktop the navigation takes the form of the familiar drop down menus. Onmobile, top level navigation is presented in a drop down list which suchdevice users are accustomed to, while secondary navigation is presented inan overlay. P O B o x 1 6 B • A X S E S S C I : 2 4 6 4 2 9 2 6 5 3 • • w w w. B a r b a d o s . o r g
  • 5. BARBADOS TOURISM ENCYCLOPEDIA RESPONSIVE WEB DESIGN & BRAND MARKETING making information instantly available everywhere on every device3. SearchWhile the search feature is equally useful for desktop andmobile users, for smaller screen sizes the search ispresented as an overlay so that it remains prominent whilenot dominating the screen real estate.Standard RWD techniques used include: scaling of imagesand video, restructuring of tabular data and repositioningof design elements.4. Content CustomizationTo present content in the most user friendly formatstandard RWD techniques are used including scaling ofimages and video, restructuring of tabular data andrepositioning of design elements.5. General Design & Content ImprovementsA number of other changes were made to the site based specifically on theresults of a survey conducted with website users, staff and industry partnersVisual redesign to portray Barbados as a distinctively charming island withunique qualities that set it apart from other warm weather destinations. Thedesign itself is backed up by strong visuals that support this branding.New content has been added to support the distinctively charming brandsuch as local recipes and a rum shop tour.Stronger emphasis has been placed on social interaction with past andpotential visitors. P O B o x 1 6 B • A X S E S S C I : 2 4 6 4 2 9 2 6 5 3 • • w w w. B a r b a d o s . o r g
  • 6. BARBADOS TOURISM ENCYCLOPEDIA RESPONSIVE WEB DESIGN & BRAND MARKETING making information instantly available everywhere on every deviceABOUTThe Barbados Tourism Encyclopedia offers comprehensive information,shopping systems and dynamic packages perfected over 14 years by thelocal company AXSES SCI.AXSES develops a range of Tourism Marketing Machines including technologyfor Facebook bookings, fan page posts, travel power blasts, social indexengines, shopping systems and direct bookings for hotel and tourismcompanies.CONTACTSFor more on Barbados please visit http://Barbados.orgAXSES Tourism Marketing Machines Free Educational Series for Hotel &Travel marketing & Technology: http://TourismMarketingMachines.comBARBADOS TOURISM ENCYCLOPEDIAAXSES SCIPO BOX 16BBaslen House, Kingston TerraceBridgetown, St. Michael.BB11090 Barbadoswww.barbados.orgAdvertising: sales@Barbados.orgTel: 246 429 2653 P O B o x 1 6 B • A X S E S S C I : 2 4 6 4 2 9 2 6 5 3 • • w w w. B a r b a d o s . o r g