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The Jigsaw Puzzle of Tourism Online

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Tourism online

Tourism online

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  • 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. The Visitor Journey Look Stay in Touch Book Tell Travel Stay
  • 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. 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. 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. 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. Platform
  • 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. 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. 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. 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. 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. 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. Polling Service
  • 15. Content
  • 16. Content / service partners
  • 17. Improve your image!
  • 18. Why? . . . . .
  • 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. Distribution
  • 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. VisitBritain websites
  • 23. Regional websites
  • 24. Lancashire and Blackpool Tourist Board’s websites visitlancashire.com tastelancashire08.com lancashiregroups.com
  • 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. Yellow Pages Great Days Out
  • 27. Third party distribution (2)
  • 28. Third party distribution (3)
  • 29. Third party distribution (4) www.enjoyengland.com/gps
  • 30. Visitors
  • 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. ‘Web 2.0’
  • 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. Who’s saying what about you?
  • 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. Make user reviews work for you
  • 37. Thank you Andrew Daines andrew.daines@visitbritain.org visitbritain.org ¦ visitbritain.com ¦ enjoyengland.com ¦ britainonview.com