Digital Marketing Directions - Exploit the Trends that Shape Travel Marketing

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Effective travel marketing depends on understanding your customer's journey, how she or he browses, finds, shops and buys travel on the social, local, mobile web. This presentation looks at the key trends shaping your customer's decision process and how you can use those trends to grow your brand and your business.

Published in: Marketing, Business, Technology

Digital Marketing Directions - Exploit the Trends that Shape Travel Marketing

  1. 1. Digital Marketing Directions Exploit the Trends That Shape Travel Marketing
  2. 2. Guest reception...
  3. 3. Or network reception?
  4. 4. 3 Key Trends • Internet, Everywhere • Deep Customer Insights • It’s All E-commerce
  5. 5. “We always overestimate the change that will occur in the next two years…”
  6. 6. October, 1980 IBM buys Microsoft
  7. 7. January, 1999 Excite buys Google for $750,000
  8. 8. November 2001 Sony introduces MP3 player and first online MP3 store
  9. 9. June 2006 NBC buys YouTube
  10. 10. January, 2007 Microsoft introduces first touchscreen smartphone
  11. 11. Today: Market dominance! PC’s: Mobile: Music: + Television & Online video: Internet search:
  12. 12. Today: Market dominance! PC’s: Mobile: Music: + Television & Online video: Internet search: Um… No
  13. 13. “We always overestimate the change that will occur in the next two years…”
  14. 14. “…and underestimate the change that will occur in the next ten.”
  15. 15. “The future is already here... it’s just not evenly distributed.”
  16. 16. Cost of ComputingProcessor 2 GHz dual core Memory 2 GB Storage 120 GB Screen resolution 1024x768 Movies Yes Wifi 802.11 a/b/g Bluetooth Optional (Extra cost) Camera Optional (Extra cost)
  17. 17. Cost of ComputingProcessor 2 GHz dual core Memory 2 GB Storage 120 GB Screen resolution 1024x768 Movies Yes Wifi 802.11 a/b/g Bluetooth Optional (Extra cost) Camera Optional (Extra cost) Weight 8.9 pounds Battery life 2.5 hours Cost $1,100 ($3,000 with options)
  18. 18. Cost of Computing Processor 2 GHz dual core 1.5 GHz quad core Memory 2 GB 2 GB Storage 120 GB Up to 128 GB + cloud Screen resolution 1024x768 1080x1920 Movies Yes Yes (internal or streaming) Wifi 802.11 a/b/g 802.11 a/b/g/n Bluetooth Optional (Extra cost) Yes Camera Optional (Extra cost) 16 MP and 2.1 MP + 4k Video Camera Weight 8.9 pounds 0.3 pounds Battery life 2.5 hours 12 hours Cost $1,100 ($3,000 with options) $ 649 ($249.99 w/ contract)
  19. 19. March 6, 1983: First commercial mobile phone & network
  20. 20. Guess what year Gen Y was born
  21. 21. 0 1000 2000 3000 4000 5000 6000 7000 Total Subscriptions - Q4 2011 Smartphone Mobile phone Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012 6.1 Billion 953 Million
  22. 22. 0 1000 2000 3000 4000 5000 6000 7000 Total Subscriptions - Q4 2011 Smartphone Mobile phone XSource: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012 6.1 Billion 953 Million
  23. 23. More people own mobile phones than own toothbrushes
  24. 24. Business travelers carrying mobile phones: 95%
  25. 25. Business travelers carrying mobile phones: 95% Business travelers carrying tablets: 64%
  26. 26. You host more devices than passengers/guests
  27. 27. June, 2011: “The Special Rapporteur [of the United Nations] considers cutting off users from internet access, regardless of the justification provided... to be... a violation of article 19, paragraph 3, of the International Covenant on Civil and Political Rights.
  28. 28. “The web is like electricity. It’s just there.” Eric Schmidt
  29. 29. •  44% of all cell users •  40% of those 35-44 •  50% of smartphone users •  60% of those 18-34
  30. 30. 2+ million search queries
  31. 31. 204,000,000 emails sent Source: Intel"
  32. 32. 30 hours of video uploaded
  33. 33. 90+ reviews
  34. 34. 100,000 Tweets
  35. 35. 208,000 photo uploads
  36. 36. 36% 20% 48% 28% 0% 13% 25% 38% 50% 63% Travel Research Travel Booking 2013 2015 Source: eMarketer Digital Travel Outlook - June 2012 Overall mobile use
  37. 37. 96% 32% 18% 0% 94% 24% 31% 17% 0% 25% 50% 75% 100% 125% Home Computer Business Computer Mobile Phone Tablet 2010 2012 Source: Google/Ipsos MediaCT - U.S. August 2012 Leisure travelers shop...
  38. 38. 86% 76% 40% 0% 76% 65% 51% 30% 0% 25% 50% 75% 100% Home Computer Business Computer Mobile Phone Tablet 2010 2012 Source: Google/Ipsos MediaCT - U.S. August 2012 Business travelers shop...
  39. 39. Dream Discover Research Book Anticipate Stay Remember
  40. 40. Digital footprints
  41. 41. “You can never have too much data. Bigger is definitely better.”
  42. 42. How much of the world’s aggregate data collected in last 2 years? 2011-2012 Pre-2011 Source: IBM Research
  43. 43. Disney MyMagic+ RFID “tickets” and purchasing
  44. 44. 0 7.5 15 22.5 30 2010 2011 Sites Visited - All E-commerce Source: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ & http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-study/
  45. 45. 0 5.5 11 16.5 22 27.5 2010 2011 Sites Visited - All E-commerce Sites Visited - Travel Source: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ & http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-study/
  46. 46. 0% 10% 20% 30% 40% 50% 60% 70% 1-2 3-4 5-6 7-8 8+ Leisure Traveler Business Traveler Source: IBM Institute for Business Value Analysis September 2010 Hours spent shopping/booking travel
  47. 47. Why? Here’s a question...
  48. 48. Because we’ve trained them to
  49. 49. “Information overload”
  50. 50. The cost/benefit of talking to everyone
  51. 51. The cost/benefit of talking to everyone
  52. 52. The cost/benefit of talking to everyone
  53. 53. 0% 10% 20% 30% 40% 50% 60% 70% Strongly Agree Agree Disagree Strongly Disagree Respondents Source: Amadeus/Fast Future Hotels 2020 Report (March 2011) Hotel guests expect stay to be personalized around set of choices made at the time of booking/prior to arrival
  54. 54. Next 5-10 years 86% agreed that by 2020, personalization will have been embraced wholeheartedly by the sector and that ‘customers will have the ability to choose the size of room, type of bed, amenities, audio-visual facilities, business equipment, etc. on booking and pay accordingly.’ – Amadeus/Fast Future
  55. 55. Am I going to enjoy myself?
  56. 56. Why should I buy from you?
  57. 57. Snackable Sharp Shareable
  58. 58. Embrace responsive web design
  59. 59. Improve mobile booking
  60. 60. Price must show value
  61. 61. Questions to start with… •  Which distribution channels produce greatest/least profitability? •  How does your website compare to best-in-class for content, social, local, mobile? •  What do your customers think works? Doesn’t? •  How can you build customer data? Leverage partner data?
  62. 62. 3 key trends•  Internet, Everywhere –  Reach the customer in their context •  Deep customer insights –  Own the data, own the customer •  It’s all e-commerce –  Content + context = conversions
  63. 63. Thank You Web: timpeter.com Phone: 201-305-0055 Email: tim@timpeter.com Twitter: twitter.com/tcpeter

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