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2ème Forum e-Marketing et Tourisme du 25 février 2010

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La réservation en ligne pour les CHR.
Présentation de Claude Bénard , HoteliTour

Published in: Business, Technology
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2ème Forum e-Marketing et Tourisme du 25 février 2010

  1. 1. <ul><li>Claude Bénard </li></ul><ul><li>Consultant international etourisme </li></ul><ul><li>Editor: HoteliTour.com </li></ul><ul><li>Business development </li></ul><ul><li>Neomarco.com </li></ul><ul><li>Manager France, Italie, Maroc </li></ul><ul><li>DragonTrail.com </li></ul>
  2. 2. <ul><li>Distribution électronique et channel management bonnes pratiques : </li></ul><ul><li>Strategie </li></ul><ul><li>Marketing </li></ul><ul><li>Technologies </li></ul>
  3. 3. <ul><li>Synthetique vues des marchés </li></ul><ul><li>3 points clefs </li></ul><ul><li>Marché France Internet et Web2.0 </li></ul><ul><li>Chiffres du etourisme France </li></ul><ul><li>Chiffres du etourisme en Europe </li></ul>
  4. 4. (source: Sysomos) Twitter repository between mid-October and mid-December, 2009 in terms of location country 15 Millions France Users sur Facebook Total 16 Millions France Users des médias sociaux Total 32,8 Millions France Internet population Total 18,89 Millions avec high speed broadband connexion Total 65 Millions France Population en France Source: Mediametrie 2009 Source: ARCEP France social Internet environnement
  5. 5. Phocuswright/PWC – décembre 2009
  6. 6. Phocuswright/PWC – décembre 2009
  7. 7. La place d’Internet en matière d’achat
  8. 8. Phocuswright/PWC – décembre 2009
  9. 9. Phocuswright/PWC – décembre 2009
  10. 10. Des règles et de la techno ! 1 Price Integrity Rate Parity Ajoutez de la valeur à votre produit Ajoutez de la valeur aux canaux distribution Utilisez les bonnes technologies Pratique quotidienne avec ce process 2 3 4 5 6 ANIMATED SCENE 1 Appliquez une stratégie dynamique et flexible avec des règles mais soyez libre de changer et d’en changer si le marché change. Et c’est toujours le cas ! TIP Optimisez tous les canaux mais surtout votre direct channel !
  11. 11. Schema multicanal pour un hotel Data Flow Overview Connexion aux GDS Input one, publish to many ! + 450 hotels distribution websites Connexion aux PMS Norme HTNG Hotel website Booking engine Channel manager PMS Revenue Management System
  12. 12. Déploiement d’un système de réservation électronique régional Hôtels Résidences B & B etc Eco-système Internet régional CDT OT Fiches des Hôtels Fiche d’un Hôtel Offre produits du bassin Canaux de distribution Claude Bénard 10 % sur les réservations dans l’éco-système régional Channel manager Input one, publish to many !
  13. 13. La voie qui marche : Multicanal pour les produits et pour les contenus Utilisateurs finaux Utilisateurs finaux Utilisateurs finaux Utilisateurs finaux Utilisateurs finaux Utilisateurs finaux Partenaire Partenaire Partenaire Partenaire Partenaire Partenaire partenaire partenaire DOM’s Content Claude Bénard
  14. 14. Vos 4 atouts Quelle est la valeur ajoutée de votre destination sur le marché global ? Vos professionels Des professionnels qualifiés et diversifiés. Animation et formation des professionnels au etourisme. Votre « image » De nombreuses destination françaises ont déjà une « bonne » image. Aidez les gens à parler de vous sur Internet … Votre contenu Contenu de qualité et connaissance de la destination sont la principale valeur ajoutée. Votre ……..? S’il vous plait, dites-moi votre 4 ème atout. Je ne le voit pas ;-) Claude Bénard
  15. 15. <ul><li>Travel social media bonnes pratiques: </li></ul><ul><li>C’est très simple! </li></ul><ul><li>Focus sur vos clients </li></ul><ul><li>Pratique quotidienne </li></ul>
  16. 16. C’est très simple! 1 Suivre et écouter les conversations Inserez-vous dans les conversations Apportez de la valeur aux conversations Etre authentique, dire la vérité & have Fun Ayez des règles mais faite confiance Pratique quotidienne avec ce process 2 3 4 5 6 ANIMATED SCENE 2 Stratégie simple pour le Travel 2.0 Avec une pratique quotidienne avec ce framework vous comprendrez plein de choses et puis vous pourrez aller plus loin avec des stratégies et des outils plus sophistiqués. TIP Faire attention aux Metrics mais focus en priorité sur vos clients et prospects !
  17. 17. Matri ce Synthétique du voyage Claude Bénard Placeholder Placeholder Placeholder INSPIRATION Placeholder RESERVATION VOYAGE RECHERCHE PARTAGE
  18. 18. <ul><li>Future trends à suivre </li></ul><ul><li>3 points clefs à man ager en 2010 </li></ul><ul><li>Mobile stratégie </li></ul><ul><li>Channel(S) optimisation </li></ul><ul><li>Real time web + SEO </li></ul>
  19. 19. Mobile stratégie <ul><li>Channel </li></ul><ul><li>Optimisation </li></ul><ul><li>eDistribution </li></ul><ul><li>eCommunication </li></ul>Real time web + SEO 3 tendances clefs à suivre pour 2010
  20. 20. 3 objectifs pour vous ! 3 bassins 3 focus 3 strategies <ul><li>Local </li></ul><ul><li>Regional </li></ul><ul><li>National </li></ul><ul><li>Valeur ajoutée </li></ul><ul><li>Differentiation </li></ul><ul><li>Innovation </li></ul><ul><li>3 niches </li></ul><ul><li>3 produits phares </li></ul><ul><li>3 partenaires </li></ul>ANIMATED SCENE 3
  21. 21. Conclusion Contenu dans votre site internet Cohérence et synergies des contenus.Contenu marketing, contenu descriptif du site de votre établissement, texte, images, multimédia… Contenu dans votre système de réservation Contenu descriptif de votre stock, contenu des texte du booking engine, cohérence et bonne intégration avec votre site Internet… ANIMATED SCENE 5 Description 1 Description 2
  22. 22. DMO : Destination Management Organisation (en France, Office de Tourisme, CDT et CRT) Open Travel Alliance : Association de l’industrie qui développe un standard commun pour les échanges d’informations entre l’industrie du voyage. http://www.opentravel.org/ XML : XML (Extensible Markup Language) ensemble de « règles » pour encoder et échanger des documents électroniques GDS : Global Distribution System , système informatique mondial pour chercher, réserver, et acheter les produits de voyages (ex: Amadeus, Sabre) OTA : Online Travel Agency (ex: Expedia, Voyages SNCF) API : Application Programming Interface SEM : Search Engine Marketing Glossaire
  23. 23. French >> http://tweepml.org/Etourisme-en-France/ English >> http://www.tnooz.com French >> http://www.revue-espaces.com/ Article in « Revue Espaces » Suivez la conversation sur : Français >> http://www.etourisme-ardesi.fr/

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