The jigsaw puzzle of tourism online

                         Andrew Daines
   Partnerships Manager, Commercial & Marketin...
The Visitor Journey

               Look
    Stay in
    Touch             Book


     Tell             Travel

          ...
The Internet matures

• The Internet celebrated its 30th birthday in
  November 2007

• 40 million internet users in the U...
UK Online Spending…

  …to reach £40 billion        Source: uSwitch Nov 2007



                        Based on data from...
Consider these points . . .
9% of internet users                                      Two thirds of
book their holidays on...
36% of British internet users                        spend
at least 10 hours researching their ideal holiday, but only
   ...
Platform
National Tourism Open Platform

• National Tourism Open Platform (NTOP)

  • National consolidation and distribution
    s...
National Tourism Open Platform

• Two key elements:

  • National Tourism Product Database (NTPD) of
    accommodation, at...
National Tourism Product Database
 • Accommodation, Attractions and Events

 • Data passes to / from VisitBritain via the
...
National Data Consolidation

                                            National
                                        ...
Focus on Lancashire

                               National Tourism
                               Product Database



  ...
Look  Book – ‘Polling Service’

• Real-time availability and price checking
• Non transactional
• Provides a ‘deep link’ ...
Polling Service
Content
Content / service partners
Improve your image!
Why? . . . . .
Descriptions
 • Rooms From: £Good Value - Contact us.
 • I like a good chat

 • Or

 • An 18th century town house hotel lo...
Distribution
National & regional distribution
                                    VisitBritain
                                     off...
VisitBritain websites
Regional websites
Lancashire and
Blackpool Tourist Board’s websites




 visitlancashire.com   tastelancashire08.com   lancashiregroups.com
Third party distribution (1)


 ‘Great Days Out’ content
  in every Yellow Pages

  • 1 billion uses per
    year
  • 95% ...
Yellow Pages Great Days Out
Third party distribution (2)
Third party distribution (3)
Third party distribution (4)




   www.enjoyengland.com/gps
Visitors
Britons Sending 1bn Texts Weekly
(Source: BBC 5 Nov 2007)


                 Some 4.825bn texts were sent in September
   ...
‘Web 2.0’
Social technologies growth

• Increase in users, year to June 2007
   • MySpace +72% (114 million users)
   • Facebook +27...
Who’s saying what about you?
European online consumers place more trust in
       peers’ opinions than in corporate communications
             Amount ...
Make user reviews work for you
Thank you

                           Andrew Daines
                     andrew.daines@visitbritain.org

visitbritain.org ...
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The Jigsaw Puzzle of Tourism Online

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Transcript of "The Jigsaw Puzzle of Tourism Online"

  1. 1. The jigsaw puzzle of tourism online Andrew Daines Partnerships Manager, Commercial & Marketing Services, VisitBritain Get in line with online marketing, Ribble Valley, 11 November 2008
  2. 2. The Visitor Journey Look Stay in Touch Book Tell Travel Stay
  3. 3. The Internet matures • The Internet celebrated its 30th birthday in November 2007 • 40 million internet users in the UK (1.4 billion worldwide) Source: Internet World Stats June 2008 • People aged 55+ are set to become the UK’s largest demographic group of internet users Source: Hitwise July 2007 • Retired adults in the UK spend an average of 6 hours per week online Source: EMarketer February 2007
  4. 4. UK Online Spending… …to reach £40 billion Source: uSwitch Nov 2007 Based on data from Office for National Statistics retail data, uSwitch also predicts that the UK's online spending will further rise to £162bn by 2020, when it will make up 40% of total retail sales. A separate study from Forrester Research predicts that online Christmas shopping reached £13.8bn in 2007, a 42% increase on 2006.
  5. 5. Consider these points . . . 9% of internet users Two thirds of book their holidays on internet users take the High Street after two or more online research holidays a year 37% of European adults depend on the internet for holiday / travel info 17 % research holidays online 1% book on then book over Teletext the telephone
  6. 6. 36% of British internet users spend at least 10 hours researching their ideal holiday, but only 21% put the same time into choosing a mortgage. 2,000 UK adults surveyed, Jan 2008, Fool.co.uk
  7. 7. Platform
  8. 8. National Tourism Open Platform • National Tourism Open Platform (NTOP) • National consolidation and distribution system for the UK tourism industry • Developed as a marketing tool to allow tourism businesses to compete effectively in a global marketplace • Formerly known as EnglandNet; not a consumer brand
  9. 9. National Tourism Open Platform • Two key elements: • National Tourism Product Database (NTPD) of accommodation, attractions & events • Polling Service for live availability & pricing • One key principle: • Open platform
  10. 10. National Tourism Product Database • Accommodation, Attractions and Events • Data passes to / from VisitBritain via the Interoperability Gateway (IOG) • Data is compiled from 60+ Consolidation Points • National, regional and sub-regional tourism organisations • National Product Owners • Marketing Groups
  11. 11. National Data Consolidation National Tourism Product Database Interoperability Official product ratings / Gateway awards VisitBritain Nation / Nation / Nation / Nation / National Marketing Destination Region / Region / Region / Region / Product Owner Group Management Destination Destination Destination Destination Application Tourism Tourism business business
  12. 12. Focus on Lancashire National Tourism Product Database Interoperability Gateway LOIS – Lancashire Online Information Service Destination Management System managed by Lancashire and Blackpool Tourist Board Local Tourist Information Centre / Tourism Officer Tourism Providers
  13. 13. Look  Book – ‘Polling Service’ • Real-time availability and price checking • Non transactional • Provides a ‘deep link’ to one of 39 sales agents, where the transaction can be completed • Sales agent partners: • National, regional and sub-regional tourism organisations • National Product Owners • Marketing Groups • Over 8,000 unique pollable products
  14. 14. Polling Service
  15. 15. Content
  16. 16. Content / service partners
  17. 17. Improve your image!
  18. 18. Why? . . . . .
  19. 19. Descriptions • Rooms From: £Good Value - Contact us. • I like a good chat • Or • An 18th century town house hotel located just 100 meters from York Minster. Each of our 14 individually designed rooms offer television with DVD player, hand made mattresses, exhilarating showers and luxury bathroom products. Our garden boasts a picture perfect view of York Minster.
  20. 20. Distribution
  21. 21. National & regional distribution VisitBritain offline / print Third party websites VisitBritain websites National Third party other Tourism online Product Database Third party offline Interoperability Gateway Regional Cross- campaign regional campaign
  22. 22. VisitBritain websites
  23. 23. Regional websites
  24. 24. Lancashire and Blackpool Tourist Board’s websites visitlancashire.com tastelancashire08.com lancashiregroups.com
  25. 25. Third party distribution (1) ‘Great Days Out’ content in every Yellow Pages • 1 billion uses per year • 95% households • 84% of UK adults • Yell.com & 118 24 7
  26. 26. Yellow Pages Great Days Out
  27. 27. Third party distribution (2)
  28. 28. Third party distribution (3)
  29. 29. Third party distribution (4) www.enjoyengland.com/gps
  30. 30. Visitors
  31. 31. Britons Sending 1bn Texts Weekly (Source: BBC 5 Nov 2007) Some 4.825bn texts were sent in September 2007, equivalent to 4,000 every second.
  32. 32. ‘Web 2.0’
  33. 33. Social technologies growth • Increase in users, year to June 2007 • MySpace +72% (114 million users) • Facebook +270% (52.2 million users) • Bebo +172% (18.2 million users) Source: HotelMarketing.com, August 2007 • UK is ranked 6th globally for users visiting social networking sites Source: Ipsos Insight, August 2007 • ‘Digitalisation’ is a key factor behind growth: • Photos • Video • Music Source: Ipsos Insight, August 2007
  34. 34. Who’s saying what about you?
  35. 35. European online consumers place more trust in peers’ opinions than in corporate communications Amount of trust in this information source: (1=no trust, 5-trust completely) Consumer opinions posted online 3.1 Brand Web sites 2.8 Email updates you have asked to have sent to you 2.7 Ads on TV 2.7 Ads in Newspapers 2.7 Ads on radio 2.6 Ads in magazines 2.6 Brand sponsorships 2.5 Ads that come up when you use a search engine 2.2 Banner ads on Web sites you visit 2 Text ads on mobile phones 1.8 Base: European Adults online Source: Q2 2008 Benchmark Survey 35 contents © 2008 Entire Forrester Research, Inc. All rights reserved.
  36. 36. Make user reviews work for you
  37. 37. Thank you Andrew Daines andrew.daines@visitbritain.org visitbritain.org ¦ visitbritain.com ¦ enjoyengland.com ¦ britainonview.com

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