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Failte Ireland Hotel Online Marketing Presentation


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Failte Ireland Hotel Website Marketing Presenation

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Failte Ireland Hotel Online Marketing Presentation

  1. 1. Failte Ireland Online Marketing 2009 Overview <ul><li>Failte Ireland’s online focus 2009 </li></ul><ul><li>TCS Strategy 2009-2011 </li></ul><ul><li>SME eBusiness initiative </li></ul><ul><li>Business Tourism Update </li></ul>
  2. 2. Failte Ireland’s online focus 2009 <ul><li>Failte Ireland’s role: to facilitate the success of the industry </li></ul><ul><ul><li>Product development and marketing </li></ul></ul><ul><ul><li>Enterprise and skills dev </li></ul></ul><ul><ul><li>Regional Dev </li></ul></ul><ul><ul><li>Visitor Servicing </li></ul></ul><ul><li>Expand and exploit our online presence </li></ul><ul><li>Website Content excellence using our information data warehouse, TCS </li></ul><ul><li>Industry Empowerment. Increase eBusiness skills, competence and knowledge </li></ul><ul><li>Drive customer oriented solutions via business development plan for Business Tourism : </li></ul>Page
  3. 3. <ul><li>Business Supports </li></ul><ul><li> </li></ul><ul><li>Performance plus </li></ul><ul><li>Learning Networks </li></ul><ul><li>Web-check Supports </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Tourismlearning </li></ul><ul><li>Domestic Consumer Marketing </li></ul><ul><li> </li></ul><ul><li>Destination sites </li></ul><ul><li>Campaign sites </li></ul><ul><li>Tourism Content System (TCS) </li></ul>Failte Irelands’s Online Presence <ul><li>Business Tourism </li></ul><ul><li> </li></ul><ul><li>Online marketing activity </li></ul><ul><li>SEM and SEO </li></ul><ul><li>CRM </li></ul>
  4. 4. <ul><li>Received 2.89 million visits in 2008 </li></ul><ul><li>Top 5 most popular pages </li></ul><ul><ul><li>Accommodation </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Activities </li></ul></ul><ul><ul><li>Special Offers </li></ul></ul><ul><li>Currently undergoing redesign to align with Destination and Product marketing strategies </li></ul><ul><ul><li>Phase 1 launch March 2009 </li></ul></ul><ul><ul><li>Phase 2 launch June 2009 </li></ul></ul><ul><li>Both phases: content quality improvement plan and distribution increase of TCS content </li></ul><ul><li>Recent updates for preferred booking engine nomination </li></ul>Page
  5. 6. Other consumer marketing initiatives <ul><li>Special Offers; update of current content in TCS for distribution on discover Ireland family of sites </li></ul><ul><li>Launch Special Offers campaign site to coincide with Irish Independent lift out in March 2009. Contact [email_address] </li></ul><ul><li> </li></ul><ul><li>Promotion of niche marketing products such as Equestrian </li></ul><ul><li>eBusiness Golf forum: to create an all-Ireland online golf tourism eBusiness solution </li></ul><ul><li>Implementation of Tourism Content System strategy </li></ul>Page
  6. 7. TCS Strategy 2009-2011 <ul><li>Tourism Content System Overview </li></ul><ul><li>A data warehouse of Irish tourism information </li></ul><ul><li>26,000 tourist items categorised as; </li></ul><ul><ul><li>Accommodation </li></ul></ul><ul><ul><li>Attractions </li></ul></ul><ul><ul><li>Activities </li></ul></ul><ul><ul><li>Festivals and Events </li></ul></ul><ul><ul><li>Transport </li></ul></ul><ul><li>October 2008: review of the current state of the TCS. </li></ul><ul><li>Failte Ireland created a 3 year plan to improve on the current content and improve its quality and distribution. </li></ul>Page
  7. 8. TCS Vision 2009-2011 <ul><li>TCS is the Destination Management System for Irish Tourism, and is recognised as the premier information source for Irish tourism information. </li></ul><ul><li>TCS manages the broadest catalogue of quality Irish tourism information derived from and syndicated to multiple distribution channels </li></ul><ul><li>TCS provides a highly-available, robust and consistent framework for managing and exchanging high-quality multimedia tourism content. </li></ul>Page
  8. 9. TCS Strategy 2009-2011 <ul><li>TCS strategy is a priority for us to ensure that our Irish Tourism content is current, accurate, engaging and reaches a wide audience. </li></ul><ul><li>The effective management of knowledge, information and technology is essential to ensure the effective development and delivery of tourism services. </li></ul>Page <ul><li>Translates to; </li></ul><ul><ul><li>Check the content quality and currency; need industry involvement </li></ul></ul><ul><ul><li>Increase distribution of content via content syndication </li></ul></ul><ul><ul><li>Use current web 2.0 technologies to engage consumer </li></ul></ul>
  9. 10. eBusiness Supports in online environment <ul><li>What is it? </li></ul><ul><li>The e-Business Support Initiative is a 3 year project running since June 2008 </li></ul><ul><li>Its designed to enable tourism business operators to identify their web development needs and provide them with direct support, on-site assistance and training. </li></ul><ul><li>The e-Business support is provided in several stages, undertaken on behalf of Failte Ireland by a team of independent IT consultants (Service Providers): </li></ul>Page
  10. 11. Business Supports in online environment <ul><li>How it works: </li></ul><ul><li>WEB-CHECK </li></ul><ul><ul><li>critique of the existing website by phone </li></ul></ul><ul><ul><li>on-site consultation </li></ul></ul><ul><ul><li>highlighting an action plan of further developmental measures for consideration. </li></ul></ul><ul><li>WEB-BUILD </li></ul><ul><ul><li>mentoring and specialist on-site support, </li></ul></ul><ul><ul><li>contribution towards cost of implementation </li></ul></ul><ul><li>WEB-START </li></ul><ul><ul><li>for SME’s who do not possess a website </li></ul></ul><ul><ul><li>web specification template </li></ul></ul><ul><li>WEB-SKILLS </li></ul><ul><ul><li>techniques to optimise on-line sales, </li></ul></ul><ul><ul><li>e-Business workshops and national e-Symposiums highlighting cutting edge innovations in e-Business geared towards the Tourism sector. </li></ul></ul><ul><ul><li>10 workshops held during 2008, 178 delegates attended, 30 workshops scheduled for 2009, plus 4 e-Symposiums. </li></ul></ul>Page
  11. 12. Business Supports in online environment <ul><li>6 topics addressed during 2009 workshops; </li></ul><ul><ul><li>Online selling </li></ul></ul><ul><ul><li>Google Tools </li></ul></ul><ul><ul><li>Writing for the Web </li></ul></ul><ul><ul><li>The Internet – risks and hazards </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Web Design & Development </li></ul></ul><ul><li>e-Symposium March 19 th Crowne Plaza Dublin </li></ul><ul><ul><li>Making The Most Of Your Online Investment Fergal O’ Byrne, CEO, Irish Internet Association. </li></ul></ul><ul><ul><li>How to market your business to online customers Gareth Dunlop, Managing Director of Tibus Ltd. </li></ul></ul><ul><ul><li>How to maximise your profile in Google Anthony Quigley, Managing Director of Online-Marketing </li></ul></ul><ul><li>More Info: [email_address] </li></ul>Page
  12. 13. <ul><li>Fáilte Ireland’s Business Tourism website. </li></ul><ul><li>Represents Ireland Inc. internationally </li></ul><ul><li>In addition to the main dot com site there are French and German versions plus ten localised market landing pages. </li></ul>Business Tourism:
  13. 14. <ul><li>Target Audience: </li></ul><ul><li>International Conference Organisers </li></ul><ul><li>Overseas Incentive Houses </li></ul><ul><li>Corporate event organisers </li></ul><ul><li>International PR agencies </li></ul><ul><li>Overseas business travel media </li></ul><ul><li>Corporate PA’s. </li></ul><ul><li>Markets: </li></ul><ul><li>France, Germany, UK, USA, Canada, Italy, Spain, Belgium, Luxembourg, Australia, Russia, South Africa and the Nordics. </li></ul><ul><li>Irish based academics with a view to bid for their international conferences to be held in Ireland i.e. Conference Ambassadors. </li></ul><ul><li>Irish trade including </li></ul><ul><ul><li>Hotel and non accommodation venues, </li></ul></ul><ul><ul><li>Destination Management Companies (DMCs), Professional Conference Organisers (PCOs), Universities, </li></ul></ul><ul><ul><li>Corporate Team Building activity organisations. </li></ul></ul>Business Tourism:
  14. 15. <ul><li>Online Marketing Plan objectives </li></ul><ul><li>Position Ireland as a leading destination for conference, corporate meeting and incentive travel plus promoting venue and organiser finding capability. </li></ul><ul><li>To offer media and trade support via online resources such as sample presentations, image galleries, downloadable maps and the Ireland Inc. brand including logos and artwork. </li></ul><ul><li>Allows conversion measurement of both online and offline marketing campaigns thus supporting future planning and return on investment </li></ul>Business Tourism: No of Visits 2008: 70,545* No of Visitors: 63,669 International Visitors: 76%
  15. 16. Summary <ul><li>Key messages from this presentation; </li></ul><ul><li>Check out your listing on </li></ul><ul><li>Send updates to [email_address] </li></ul><ul><li>Review your Special Offers as they appear on </li></ul><ul><li>Remember Web Check eSymposium March 19th </li></ul>