Prospering in 2011:        How to reach our guests in todays environment?                               Presented by Steve...
         Baby Boomers               Generation X and Y               Honeymooners               LGBT               Me...
Value Remains in Vogue:                         In pursuit of the best deal                             Tourism Authority ...
Bangkok                       We depend on the kindness of strangers…                        but by better understanding o...
Our Agenda            What is the 2011 outlook for leisure travel?           How do different generations of leisure      ...
Factors affecting our guests         Sources: Google ImagesFriday, 17 June 2011
          Totally Value focused                       We cannot be reactive marketers – its about                       ...
         We have to become smarter               Will require continuous dialogue and consistent                support ...
    Baby Boomers        Boomers take an average of 3.6 trips per year.          The longest trip averages 8 days;        ...
       Generation X and Y            60% book some component of travel online            Gen. Y utilizes facets such as Y...
       Honeymooners            Echo boomers – highly experienced and sophisticated guests at a            younger age    ...
       GLBT affluent Travelers            86% take a minimum of 2 vacations per year            89% of these will take mo...
How do different generations of      leisure travelers interact with      technology to plan and shop for      travel onli...
Friday, 17 June 2011
Friday, 17 June 2011
Do I have to pay to                                Is it a nice hotel? Is i           check my bags?                      ...
Friday, 17 June 2011
Friday, 17 June 2011
Friday, 17 June 2011
WHAT DOES THIS MEAN FOR YOU?Friday, 17 June 2011
I DON’T KNOWFriday, 17 June 2011
Friday, 17 June 2011
The Digital Revolution in Context                                         Distribution Commerce                           ...
Friday, 17 June 2011
Communication              Hub: texts / email              Always on internet              GPS              App Enabled   ...
An Estimated 50%                       by the end of 2011Friday, 17 June 2011
A changing consumer mindset      Then                         Now      •I      wonder how old       •Instant answers.     ...
Built in GPS                       Offers News  Maps  Info                               Friends                          ...
GPS for the traveler        Then                Now        Fodors              Lonely Planet        Frommer`s           Go...
                 Lonely   PlanetFriday, 17 June 2011
GPS for the local AND traveler            Then                        Now            Yellow Pages                Yelp     ...
For Locals and Travelers                                     Discover Nearby with   Find the menu on                      ...
A whole new world            •                Check In and find your friends, tell them                "        "         ...
Sharing your whereaboutsFriday, 17 June 2011
What We’re Predicting for 2015!                                     Google  Confidential and   8                        ...
DON’T PANIC!Friday, 17 June 2011
‘Must Dos’ for Marketers: The Four         Be’s                       Be                       Found                      ...
Be Found              The annual economic impact of GLBT travelers is approx. $63.3 Billion in the US*                  ...
Be Relevant      *Source:   Community Marketing, 14th Annual Study, 2009 Report Google Confidential and Proprietary 15   ...
Be Engaging: Customized Landing Pages                                 Google   Confidential and Proprietary 16Friday, 17 ...
Be Accountable: Measuring Success                                                                                         ...
Mobile Web               How does your site measure up?Friday, 17 June 2011
Mobile Web Browsing                Look at your site on mobile                Android and iPhone                Make simpl...
Mobile Web Browsing                Mobile Version of your site                Harder, but good long term bet              ...
Importance of Local Search          engines                          Claim your listing on sites                Info from...
More creative promotions                       CatchaChoo - Jimmy Choo Treasure HuntFriday, 17 June 2011
What should you be doing?                2011                Get your website mobile ready                Experiment in so...
Develop Creative that Resonates with the       Audience                 Most travelers are                   more likely t...
Successful curve ad campaignsFriday, 17 June 2011
Friday, 17 June 2011
Friday, 17 June 2011
Connect With Users Through Engaging Video            YouTube, the world’s second largest search engine, is the home of onl...
How do we succeed moving          forward?Friday, 17 June 2011
Recommendations on Utilizing Online       Media                  Opportunity                             Action Item      ...
You have multiple opportunities andchannels in which to sell – create your―story arc‖                                     ...
How to view traveler brand loyalty moving forward…       33                    © 2010 Forrester Research, Inc. Reproductio...
Create new ways to help travelers find          the value you offer    48    ©   2010 Forrester Research, Inc. Reproduct...
Travelers don‘t always know where           they want to go       30                          © 2010 Forrester Research, I...
Make it easy for travelers to open their        wallets    48    ©   2010 Forrester Research, Inc. Reproduction Prohibit...
Make sure you offer the right written and        visual content – and enable to traveler to        configure it to her nee...
Let travelers share your content in        their social networks            ©   2010 Forrester Research, Inc. Reproductio...
Partner with TAT - NY            We welcome your            partnership –            It is key for achieving            su...
Thank You                       Tourism Authority of Thailand, New YorkFriday, 17 June 2011
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“ทำตลาดเชิงรุก บุกตลาดกับ ททท.”

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โดย Mr. Steve Joson Marketing Manager สำนักงาน ททท. สำนักงานนิวยอร์ก จากการสัมมนาการส่งเสริมตลาดนักท่องเที่ยวคุณภาพอเมริกา วันที่ 6-7 มิถุนายน 2554 ณ ห้องเลิศวนาลัยบอลรูม โรงแรมสวิสโซเทล นายเลิศ ปาร์ค กรุงเทพมหานคร

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“ทำตลาดเชิงรุก บุกตลาดกับ ททท.”

  1. 1. Prospering in 2011: How to reach our guests in todays environment? Presented by Steve A. Johnson Marketing Manager Tourism Authority of Thailand, New YorkFriday, 17 June 2011
  2. 2.  Baby Boomers  Generation X and Y  Honeymooners  LGBT  Medical touristsFriday, 17 June 2011
  3. 3. Value Remains in Vogue: In pursuit of the best deal Tourism Authority of Thailand, New YorkFriday, 17 June 2011
  4. 4. Bangkok We depend on the kindness of strangers… but by better understanding our guests, their preferences and use of technology, we can be more independent and successful in reaching them.Friday, 17 June 2011
  5. 5. Our Agenda What is the 2011 outlook for leisure travel? How do different generations of leisure travelers interact with technology to plan and shop for travel online? What affects the decision making of different generations when planning a trip— and what should you do to succeed? Sources: Google ImagesFriday, 17 June 2011
  6. 6. Factors affecting our guests Sources: Google ImagesFriday, 17 June 2011
  7. 7.  Totally Value focused  We cannot be reactive marketers – its about understanding where the customer is going and how to reach them  Most have realized that cheap is not always best.  Brand loyalty keeps falling, the new consumer is willing to trade down or try new areas, destinations, and or hotels – provided the price is rightFriday, 17 June 2011
  8. 8.  We have to become smarter  Will require continuous dialogue and consistent support through  Travel marketing and e-commerce  1 in 5 consumers have no idea where they plan to vacation.  Fewer online consumers read hard copy material - we recently saw the closure of Borders  Media landscape has become highly fragmented – more interactive and dynamicFriday, 17 June 2011
  9. 9.  Baby Boomers Boomers take an average of 3.6 trips per year. The longest trip averages 8 days; They love life’s luxuries – they consider them necessities; They are at ease with online research and travel booking; Boomers want both comfort an adventure.Friday, 17 June 2011
  10. 10.  Generation X and Y 60% book some component of travel online Gen. Y utilizes facets such as YouTube, Twitter, Facebook, MySpace etc Gen Y adults remain optimistic about the economy, they are expected to play an essential role in the economic recovery with an aggregate income approaching 1 trillion Between 2011-15 growth will largely come from Hispanic, Black and other multicultural groupsFriday, 17 June 2011
  11. 11.  Honeymooners Echo boomers – highly experienced and sophisticated guests at a younger age Demand personalization, raised with technology and shop 24/7 on their terms 82% of honeymoons are researched by the bride – 13% by the groom An equal amount 37% book through a honeymoon specialist or online 50.6% choose a honeymoon destination based on affordability 87% use the internet to plan and research honeymoon optionsFriday, 17 June 2011
  12. 12.  GLBT affluent Travelers 86% take a minimum of 2 vacations per year 89% of these will take more than 4 a year 78% of these vacations are to long haul destinations 56% will fly premium cabin 87% will choose boutique/design led properties 90% will only stay in 4+ star proprietiesFriday, 17 June 2011
  13. 13. How do different generations of leisure travelers interact with technology to plan and shop for travel online?Friday, 17 June 2011
  14. 14. Friday, 17 June 2011
  15. 15. Friday, 17 June 2011
  16. 16. Do I have to pay to Is it a nice hotel? Is i check my bags? safe? Which is How much? Are you better, a superior or kidding me? deluxe room? Would I save When is the weather money best? if I went on another day? Or a different Where are some month? nice places to eat and shop? What How can I trust what else is there to do? you‘re telling me? Should I buy the cheapest fare or something else? Remember, this is your inheritance we‘re talking about.Friday, 17 June 2011
  17. 17. Friday, 17 June 2011
  18. 18. Friday, 17 June 2011
  19. 19. Friday, 17 June 2011
  20. 20. WHAT DOES THIS MEAN FOR YOU?Friday, 17 June 2011
  21. 21. I DON’T KNOWFriday, 17 June 2011
  22. 22. Friday, 17 June 2011
  23. 23. The Digital Revolution in Context Distribution Commerce Information and Communication “Read” “Buy” “Talk” 1994 1998 2000 2003 2006 2010 Users 77M 400M 500M 1B 1.9B Google Confidential and Proprietary  4Friday, 17 June 2011
  24. 24. Friday, 17 June 2011
  25. 25. Communication Hub: texts / email Always on internet GPS App Enabled Broad Availability: Android, iPhone, Blackberry, PalmFriday, 17 June 2011
  26. 26. An Estimated 50% by the end of 2011Friday, 17 June 2011
  27. 27. A changing consumer mindset Then Now •I wonder how old •Instant answers. Angelina Jolie is? •Search at •Ishould shop fingertips/voice around, it might be •Apps: cheaper elsewhere • That restaurant is • OpenTable probably booked • Red Laser up • Kayak  Friday, 17 June 2011
  28. 28. Built in GPS Offers News Maps Info Friends Directions SearchFriday, 17 June 2011
  29. 29. GPS for the traveler Then Now Fodors Lonely Planet Frommer`s Google Maps Fodors.com Local paper Gaycities.comFriday, 17 June 2011
  30. 30.  Lonely PlanetFriday, 17 June 2011
  31. 31. GPS for the local AND traveler Then Now Yellow Pages Yelp Concierge UrbanSpoon Print Maps / Guides MenuPages GayCitiesFriday, 17 June 2011
  32. 32. For Locals and Travelers Discover Nearby with Find the menu on Yelp Search Urbanspoon MenuPages Friday, 17 June 2011
  33. 33. A whole new world • Check In and find your friends, tell them " " where you are • Foursquare • Facebook Places • Gowalla • GayCitiesFriday, 17 June 2011
  34. 34. Sharing your whereaboutsFriday, 17 June 2011
  35. 35. What We’re Predicting for 2015! Google Confidential and 8 ProprietaryFriday, 17 June 2011
  36. 36. DON’T PANIC!Friday, 17 June 2011
  37. 37. ‘Must Dos’ for Marketers: The Four Be’s Be Found Be Engaging Be Relevant Be Accountable Conversion Optimizer  12Friday, 17 June 2011
  38. 38. Be Found The annual economic impact of GLBT travelers is approx. $63.3 Billion in the US*   Nationally, pride events continued to  move millions of hotels in the U.S* Gays & Lesbians read travel blogs at twice the rate of heterosexual users**  Travel reservations are one of the Top 10 online activities for gays & lesbians *Source: Community Marketing, 14th Annual Study, 2009 Report Google Confidential and Proprietary 15 **Source: Gay & Lesbian Social Media Usage, eMarketer, 1/11Friday, 17 June 2011
  39. 39. Be Relevant *Source: Community Marketing, 14th Annual Study, 2009 Report Google Confidential and Proprietary 15 **Source: Gay & Lesbian Social Media Usage, eMarketer, 1/11Friday, 17 June 2011
  40. 40. Be Engaging: Customized Landing Pages Google Confidential and Proprietary 16Friday, 17 June 2011
  41. 41. Be Accountable: Measuring Success Google Insights for Search Google Analytics *Source: Community Marketing, 14th Annual Study, 2009 Report Google Confidential and Proprietary 17 **Source: Gay & Lesbian Social Media Usage, eMarketer, 1/11Friday, 17 June 2011
  42. 42. Mobile Web How does your site measure up?Friday, 17 June 2011
  43. 43. Mobile Web Browsing Look at your site on mobile Android and iPhone Make simple changes Avoid flash content (displays as a blank) Make sure site has big text / buttons Set right width (technical term: viewport width)Friday, 17 June 2011
  44. 44. Mobile Web Browsing Mobile Version of your site Harder, but good long term bet Focus on easy browse, reading, booking Select only critical pages Click to call? Do you need an app? Maybe, maybe not HTML 5 gives app-like experience without the headaches Android, Blackberry, iPhone - long term investmentFriday, 17 June 2011
  45. 45. Importance of Local Search engines  Claim your listing on sites Info from web => info in mobile apps Ensure your info is accurate, up-to-date, and complete Future: Advertising options will become availableFriday, 17 June 2011
  46. 46. More creative promotions CatchaChoo - Jimmy Choo Treasure HuntFriday, 17 June 2011
  47. 47. What should you be doing? 2011 Get your website mobile ready Experiment in some way (advertise, special promo, etc) 2012 Mobile becomes key part of your planFriday, 17 June 2011
  48. 48. Develop Creative that Resonates with the Audience Most travelers are more likely to purchase products and services advertised with them in mind. Google Confidential and Proprietary Proprietary 27 Google Confidential and 27 Source: comScore Brand Metrix, Norms Database, November 2008 26  Friday, 17 June 2011
  49. 49. Successful curve ad campaignsFriday, 17 June 2011
  50. 50. Friday, 17 June 2011
  51. 51. Friday, 17 June 2011
  52. 52. Connect With Users Through Engaging Video YouTube, the world’s second largest search engine, is the home of online video with 144M users worldwide . Google Confdenta ad Proprietary Source: Google Internal DataFriday, 17 June 2011
  53. 53. How do we succeed moving forward?Friday, 17 June 2011
  54. 54. Recommendations on Utilizing Online Media Opportunity Action Item Search • Maintain market share on queries • Have target market friendly ad copy • Drive search traffic to market specific landing pages Mobile  Similar to search, target ads to market specific friendly  queries, i.e. active vacation, spa, history, cuisine, gay- friendly hotel  Where relevant, run local ads Display • Run on target market high index sites • Reach audience through highly indexed  interest category targeting • Have friendly creatives– both in terms of copy  and image ads YouTube Target market friendly channel Highlight diversity attributes through compelling video  Google Confidential and Proprietary Google Confidential and Proprietary 30Friday, 17 June 2011
  55. 55. You have multiple opportunities andchannels in which to sell – create your―story arc‖ Story arc Planning Purchase Departure Trip Return Next Trip 48 © 2010 Forrester Research, Inc. Reproduction ProhibitedFriday, 17 June 2011
  56. 56. How to view traveler brand loyalty moving forward… 33 © 2010 Forrester Research, Inc. Reproduction ProhibitedSource: Google ImagesFriday, 17 June 2011
  57. 57. Create new ways to help travelers find the value you offer 48 © 2010 Forrester Research, Inc. Reproduction ProhibitedFriday, 17 June 2011
  58. 58. Travelers don‘t always know where they want to go 30 © 2010 Forrester Research, Inc. Reproduction ProhibitedSource: Google ImagesFriday, 17 June 2011
  59. 59. Make it easy for travelers to open their wallets 48 © 2010 Forrester Research, Inc. Reproduction ProhibitedFriday, 17 June 2011
  60. 60. Make sure you offer the right written and visual content – and enable to traveler to configure it to her needs 49 © 2010 Forrester Research, Inc. Reproduction ProhibitedFriday, 17 June 2011
  61. 61. Let travelers share your content in their social networks © 2010 Forrester Research, Inc. Reproduction Prohibited 51 50 © 2010 Forrester Research, Inc. Reproduction ProhibitedFriday, 17 June 2011
  62. 62. Partner with TAT - NY We welcome your partnership – It is key for achieving success.Friday, 17 June 2011
  63. 63. Thank You Tourism Authority of Thailand, New YorkFriday, 17 June 2011
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