SlideShare a Scribd company logo
1 of 35
Download to read offline
Page 1
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
www.TourismMarketingBlueprint.com
3Tourism Marketing Plan Blueprint
Page 2
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
Changes in the Digital Landscape –
Tourism Marketing Plan Blueprint Repeat
www.TourismMarketingBlueprint.com
Page 3
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
www.TourismMarketingBlueprint.com
Today
• Example of Marketing Plan Blueprint Group coaching calls
• Marketing, what happened?
• How to connect your business in the world of semantic search
• Create authority, influence and trust
• Role of social media
• A mobile future
• Content Marketing
• Tactical implications
• QUESTIONS?
www.TourismMarketingBlueprint.com
Page 4
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
www.TourismMarketingBlueprint.com
The Internet Revolution
• Industrial revolution of our time, and we are still at the beginning of it.
– Think of it as like the mid 19th Century – a time of wonder and
opportunity.
• We are in a time where you have the opportunity to strengthen your
business or destination brand in a way that you will never be able to do
again.
• How strong and tight your brand is will determine your success.
• We are on a level playing field for the first time in years and years. So let’s
do this!
Because we are at the beginning,
opportunities are nigh for big and small business.
Page 5
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
www.TourismMarketingBlueprint.com
The Internet Revolution
• When Google switched over to semantic search (contextual search) a
couple of years ago, it changed everything.
• These are the greatest evidenced-based opportunities you are likely to
see for 2016 and in fact…for a very long time.
We are on the cusp of big things.
Never will we be here again.
Page 6
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
www.TourismMarketingBlueprint.com
Semantic Search
Biggest change since the Internet begun
Draws on the personal information it
has collected from the user
The algorithm uses true meaning,
intent and context, to identify and
prioritise pages with relevant
content
And provides real answers to search
queries rather than returning
keyword stuffed pages
+
=
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
Examples could include:
Past search history, likes, shares
comments on social media,
geographic location, IP address
Content
Page 7
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
www.TourismMarketingBlueprint.com
Implications
What appears on Page 1 of a Google
search result is different for every
search query, every mobile device
and every desktop.
Page 8
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
www.TourismMarketingBlueprint.com
Why should we care?
The traveller path to purchase
Internet search is the one constant tool people turn to for inspiration and travel planning at every point
across the path to purchase. We spend 13 hours online researching before we book!
Google has changed the way our potential customers find us and what
information they will receive, and in doing so, has profoundly changed how
we need to market our businesses and manage our online presence
Page 9
HOW TO CONNECT YOUR BUSINESS OR
DESTINATION TO YOUR CUSTOMERS IN
THE WORLD OF SEMANTIC SEARCH
Page 10
FIRST - PLAN FOR A MOBILE FUTURE
The Semantic Web
Page 11
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
www.TourismMarketingBlueprint.com
• The most important trend and biggest shift in search since the Internet
began, its now official
”…more Google searches take place on mobile devices than on computers in 10
countries including the US and Japan” Google
http://adwords.blogspot.de/2015/05/building-for-next-moment.html
The semantic future is mobile
To Provide an optimal mobile user experience
Page 12
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
www.TourismMarketingBlueprint.com
The semantic future is mobile
To Provide an optimal mobile user experience
• The way we perform searches has evolved
• We may ask our phone a question as we
would a friend
• Search is more conversational
• Users simply ask their phone questions like a
friend
– “What is the weather going to be today?”
• Products like Google Now emerging
Page 13
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
www.TourismMarketingBlueprint.com
The semantic future is mobile
To Provide an optimal mobile user experience
• Implications - last year, we
witnessed ‘Mobilegeddon’
• If your site is not mobile
friendly, Google will penalise
you
• You stand to lose business
• Google – Google mobile
friendly tool
Page 14
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
Still wondering about mobile?
Stats to get you and your stakeholders over the line
About 84% of users
take their
smartphone
wherever they go.
71 % never have time
out from their device
by turning it off.
68% say they check
their phone within 15
minutes of waking up
in the morning.
87% of millenials
always have their
smartphone at their
side, day, and night.
We check our
phones 150 times a
day.
We spend 177
minutes on our
phones per day.
30% are willing to
admit that they
actually get “anxious”
when they don’t have
their phone on them.
91% of users of them
turn to their phones
for ideas in the
middle of a task.
88% of Australians
research hotels
MORE online than
they do offline.
https://think.storage.googleapis.com/images/micromoments-guide-to-winning-shift-to-mobile-download.pdf
http://www.news.com.au/technology/gadgets/telstra-smartphone-and-tablet-index-reveals-australians-are-addicted-to-smartphones/story-fn6vihic-1227078120633
The Google Consumer Barometer Survey 2014 / 2015 – Australian base
Page 15
CONNECT THROUGH BRANDING
AND CONTENT
Page 16
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com16
To earn trust reputation and authority for the search engines we need to create fresh
content on consistent and regular basis to ensure that the machine learning algorithms of
semantic search can understand the context of the brand and destination so that it meets
customers along the path to purchase.
This means, your web pages are more likely to be presented when travellers are searching
Page 17
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
www.TourismMarketingBlueprint.com
Content – Publish or Perish
The role of content marketing in semantic search
• It’s now time to think about yourself as publishers of compelling content
– become trusted authorities of sound reputation in the eyes of the
search engines
– Recognised as influencers
– Recognised as speaking with authority on your topic
“Content marketing has become so vital to all of search engine opitimisation
in the semantic web that it underpins many activities that a business or
brand needs to engage in”. David Amerland
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
Page 18
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
www.TourismMarketingBlueprint.com
Case Study
Trust Reputation and Authority
Nowhere is reputation more important perhaps than the tourism, hospitality
industry. Thanks to the widespread prevalence of reviewing systems such
as TripAdvisor and Yelp and the use of social media to share experiences,
the hotel industry can finally begin to win attention and market share by
doing what it does best: focus on providing great service and the best end-
user experience possible” David Amerland, Author of Google Semantic
Search
Page 19
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
.
And these are only
the people who
shared…imagine the
thousands who read
this
17,000
followers
360,000
followers
Page 20
• Recognised as an
authority in travel
research and
marketing by
Google over:
– TRA
– TTRA
– And
competitors
• All done through
our content and
engagement
Page 21
Branding – “The gap between the online and offline
world is getting smaller”. David Amerland
You have 2 customers – Google and your travellers
Google
• So that it can understand what you
are about
• Give context
• Be consistent and tight with your
online presence
• It’s OK to branch out, but make sure
you show the relevance
• In fact, branching out a little can give
context
– And, be helpful to travellers
along the path to purchase
Travellers
Page 22
SOCIAL MEDIA AND SEMANTIC
SEARCH
The Semantic Web
22
Page 23
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
www.TourismMarketingBlueprint.com
Social media
The power of social signals in semantic search
• Importance of social sharing and engagement of content
• Verify veracity and quality of website content
• Helps generate:
– A clearer understanding of the meaning behind the
content
– Better indexing of the content
– An assessment of authority and trust
– And assessment of the contextual value
Google Semantic Web, David Amerland
Content, search and social media are now inextricably related
Page 24
How to connect your business or destination in the
world of semantic search – basic checklist
Your business / destination
• Mobile optimised
• Clear and distinct brand position
• Create compelling and authentic
content (veracity)
• Post often (volume)
• Variety of output
• Link online activities
• Quality and legitimate links that
relate to the travel industry
• Natural language
• Geo-coding / make it local
• Social media engagement and
interaction (velocity)
Potential customer search query
• Previous search history and
interests
• Geographic location (at the
time of search)
• Social media interactions
Match
with
Page 25
TACTICAL IMPLICATIONS
Page 26
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
www.TourismMarketingBlueprint.com
An SEO checklist used to look like this
http://www.slideshare.net/David-Amerland/what-is-hummingbird-and-the-entity-search-revolution
Old SEO Checklist
Keyword optimisation and placement
Website development
Link structure
Backlinks
Domain and Hosting
On-page SEO
Link building
Easily gamed by practices like building artificial links and
stuffing poor content with keywords
“Keywords are
so 2012”
Page 27
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
www.TourismMarketingBlueprint.com
Now looks like this
• Time for businesses
and destinations to
think more like
publishers of
content.
• A whole range of
dynamic entities at
play working
together
• Yes, you do need to
work hard at it!
Source: Eric Enge, Stone Temple Consulting
Page 28
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
Volume
•Content length posts
•Freshness
•Mentions / citations
•Quality links
•Website traffic
•User generated
content (comments)
•Social media profiles
•Volume of
followers is
persuasive BUT
only if they are
active
•Engagement
(conversations)
•Interactions – likes,
reshares, retweets
Velocity
•The speed at which
content it is
produced
•Website traffic – the
rate at which a
website grows
•Mentions across the
web
•Links
•User generated
content
•Social media profiles
•The speed at which
it grows
•Interaction
•Engagement
Variety
•In Content
•Formats such as
text, images, videos,
audio, PDF’s
•In social media
•Inbound links –
authoritative and
related
•Web traffic from a
variety of sources
Veracity
•Be authentic and
keep it real!
•Authentic:
•Content
•Links
•Comments
•Quality not quantity
Unlocking the secrets of semantic search
Volume | Velocity | Variety | Veracity
Page 29
Linking it all together
From
• Keywords
• On-page SEO
• Backlinks
• Publishing frequency
• Link dumping in social
networks
• Content length
• Keyword stuffing
• Keyword placement
• Anchor text
• Link building
To
• Search queries
• Intent
• Trust
• Authority
• Reputation
• Citations / listings
• Social network
footprint
• Comments
• Social proof
• Band equity
• Authenticity
How
• Link your entity
online
• Mobile optimised
• Compelling content
• Ensure a variety of
output
• Connection to your
business and USP’s
• Speak to a persona
• Develop a clear
distinct brand
• Social media signals
• The 4 V’s
Page 30
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
www.TourismMarketingBlueprint.com
Key take-outs
What to do back at the office
• Review current SEO practices
– Do you have them? If you employ a company, ask questions
– Webmaster?
• Review and audit your content
– Don’t forget from a local perspective including lots of links to local
businesses and information in your destination.
• Ensure content is socially engaging , authentic and relevant and
hashtagged
• Be mobile and run your business through the Google Mobile Friendly
Test
• Check out our semantic web checklist
Page 31
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
Page 32
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
Group coaching calls
(I will send these through)
Date Topic About
29th April
10am
Introduction to Semantic
Search
Are you marketing today the way you were last year? You should be
worried if you are. We take you through why you need to start
creating trust, reputation and authority to rank well in the eyes of
Google and meet your traveller in the path to purchase.
10 May
10am
Branding Blueprint To build a strong brand, you need to build trust, reputation and
authority in the eyes of your customers and Google. In today’s world
of semantic search, if your branding is not clear, you run the risk of
doing damage to your online brand and you are less likely to be
presented in search results on Google.
We take you through the MyTravelResearch.com Tourism Branding
Blueprint and how to apply the principles to your business or
destination
24 May
10am
Your Customers You cannot be all things to everyone. We take you through how to
create a persona unique to your business or destination
1 June-
10am
What trends apply to me How do I choose which trends in the Tourism Marketing Plan Blueprint
to focus on for my business or destination?
22 June
10am
SWOT How do I personalise my SWOT
29 June
10am
Action Plan How do I operationalise these findings? In an information overload
age, we take you through the ultimate DIY marketing toolkit for
Tourism professionals.
Top 5 Evidence-based actions you must include in your tactical action
plan
Page 33
+BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
www.TourismMarketingBlueprint.com
What’s in Tourism Marketing Plan Blueprint
• The plan addresses:
– The latest trends and travel insight/research
– Branding best practice – we help you build a solid brand from strand or build ‘on’ your
brand
– Tactical execution -how to operationalise the research
– Example campaigns that you can create as a result of the findings
– Examples of imagery, words and communications to appeal to your market personas
• Your job is to personalise the plan to suit your destination or business. You will need to pick
out the bits best suited to your needs and create your strategy.
• We have our coaching calls for you to ask questions and we take you though how to
customise the plan. These calls happen every 2 weeks.
– For the next 12 months on rotation
• Awesome bonus
• And please email us directly with any questions or would like a copy of the slides
– bronwyn@mytravelresearch.com
– carolyn@mytravelresearch.com
• Available at $1497
Page 34
Bonuses
• Sign up today you will receive our
limited time bonus
• VFR Travel Research
– Hosts and Visitors
• Our foundation MPB members
will also get this bonus
www.TourismMarketingBlueprint.com
Page 35
Disclaimer: Please note that the information and data contained in this update has
been prepared for the specific purpose of addressing the items for the research
between MyTravelResearch.com Pty Ltd and Tourism Marketing Plan Blueprint
customers
It may not be suitable for other applications. The use of this data for any other purpose
should be discussed with the lead author. MyTravelResearch.com accepts no
responsibility for unauthorised use of this data by a third party.
© MyTravelResearch.com® 2016

More Related Content

What's hot

ORM - Thought Leadership - Digital and Financial Services
ORM - Thought Leadership - Digital and Financial ServicesORM - Thought Leadership - Digital and Financial Services
ORM - Thought Leadership - Digital and Financial ServicesMichael Walker
 
International Search Engine Optimisation - SEO
International Search Engine Optimisation - SEOInternational Search Engine Optimisation - SEO
International Search Engine Optimisation - SEOEnterprise Ireland
 
BIZaroo Presentation - Digital Marketing Basics by Eric Scism GS&F
BIZaroo Presentation - Digital Marketing Basics by Eric Scism GS&FBIZaroo Presentation - Digital Marketing Basics by Eric Scism GS&F
BIZaroo Presentation - Digital Marketing Basics by Eric Scism GS&FEric Scism
 
The Ideal Destination - Digital Marketing Insights for the Hotels and Leisure...
The Ideal Destination - Digital Marketing Insights for the Hotels and Leisure...The Ideal Destination - Digital Marketing Insights for the Hotels and Leisure...
The Ideal Destination - Digital Marketing Insights for the Hotels and Leisure...Chris Walton
 
Fastrack Group - Hotel Marketing Must Do's 2013-14 Webinar
Fastrack Group - Hotel Marketing Must Do's 2013-14 WebinarFastrack Group - Hotel Marketing Must Do's 2013-14 Webinar
Fastrack Group - Hotel Marketing Must Do's 2013-14 WebinarKen Jones
 
Bridging the Digital Divide
Bridging the Digital DivideBridging the Digital Divide
Bridging the Digital DivideShane O'Neill
 
How customers search for an insurance broker - Advisr Webinar - 2019.05.30
How customers search for an insurance broker - Advisr Webinar - 2019.05.30How customers search for an insurance broker - Advisr Webinar - 2019.05.30
How customers search for an insurance broker - Advisr Webinar - 2019.05.30Advisr
 
10 principles for successful international web presence | Susanne Dirks - eVo...
10 principles for successful international web presence | Susanne Dirks - eVo...10 principles for successful international web presence | Susanne Dirks - eVo...
10 principles for successful international web presence | Susanne Dirks - eVo...Enterprise Ireland
 
Accelerating International Growth with Perectly Tuned Communications
Accelerating International Growth with Perectly Tuned CommunicationsAccelerating International Growth with Perectly Tuned Communications
Accelerating International Growth with Perectly Tuned CommunicationsEnterprise Ireland
 
Mastering the Hotel Marketing Ecosystem at the Property Level
Mastering the Hotel Marketing Ecosystem at the Property LevelMastering the Hotel Marketing Ecosystem at the Property Level
Mastering the Hotel Marketing Ecosystem at the Property LeveleCornell
 
nternational SEO and Content Clustering | John Caldwell | CreatorSEO / ABC Di...
nternational SEO and Content Clustering | John Caldwell | CreatorSEO / ABC Di...nternational SEO and Content Clustering | John Caldwell | CreatorSEO / ABC Di...
nternational SEO and Content Clustering | John Caldwell | CreatorSEO / ABC Di...Enterprise Ireland
 
Going Global - Best Practices for Website Globalisation for SMEs | Susanne Di...
Going Global - Best Practices for Website Globalisation for SMEs | Susanne Di...Going Global - Best Practices for Website Globalisation for SMEs | Susanne Di...
Going Global - Best Practices for Website Globalisation for SMEs | Susanne Di...Enterprise Ireland
 
SharePoint for Law Firm Websites
SharePoint for Law Firm WebsitesSharePoint for Law Firm Websites
SharePoint for Law Firm Websitesedynamic
 
Marketing for Websites
Marketing for WebsitesMarketing for Websites
Marketing for WebsitesThom. Poole
 
Understanding digital marketing strategies for engaging the digital generati...
Understanding digital marketing  strategies for engaging the digital generati...Understanding digital marketing  strategies for engaging the digital generati...
Understanding digital marketing strategies for engaging the digital generati...OyiguElijah1
 
The Essential Guide to Digital Marketing - Rad Paluszak
The Essential Guide to Digital Marketing - Rad PaluszakThe Essential Guide to Digital Marketing - Rad Paluszak
The Essential Guide to Digital Marketing - Rad PaluszakRad Paluszak at Husky Hamster
 
Building a Best-in-Class Economic Development Website
Building a Best-in-Class Economic Development WebsiteBuilding a Best-in-Class Economic Development Website
Building a Best-in-Class Economic Development WebsiteAtlas Integrated
 
Moving From Professional Services to Serving Professionals' Needs
Moving From Professional Services to Serving Professionals' NeedsMoving From Professional Services to Serving Professionals' Needs
Moving From Professional Services to Serving Professionals' NeedsMichael Walker
 

What's hot (20)

ORM - Thought Leadership - Digital and Financial Services
ORM - Thought Leadership - Digital and Financial ServicesORM - Thought Leadership - Digital and Financial Services
ORM - Thought Leadership - Digital and Financial Services
 
International Search Engine Optimisation - SEO
International Search Engine Optimisation - SEOInternational Search Engine Optimisation - SEO
International Search Engine Optimisation - SEO
 
BIZaroo Presentation - Digital Marketing Basics by Eric Scism GS&F
BIZaroo Presentation - Digital Marketing Basics by Eric Scism GS&FBIZaroo Presentation - Digital Marketing Basics by Eric Scism GS&F
BIZaroo Presentation - Digital Marketing Basics by Eric Scism GS&F
 
The Ideal Destination - Digital Marketing Insights for the Hotels and Leisure...
The Ideal Destination - Digital Marketing Insights for the Hotels and Leisure...The Ideal Destination - Digital Marketing Insights for the Hotels and Leisure...
The Ideal Destination - Digital Marketing Insights for the Hotels and Leisure...
 
Fastrack Group - Hotel Marketing Must Do's 2013-14 Webinar
Fastrack Group - Hotel Marketing Must Do's 2013-14 WebinarFastrack Group - Hotel Marketing Must Do's 2013-14 Webinar
Fastrack Group - Hotel Marketing Must Do's 2013-14 Webinar
 
Bridging the Digital Divide
Bridging the Digital DivideBridging the Digital Divide
Bridging the Digital Divide
 
How customers search for an insurance broker - Advisr Webinar - 2019.05.30
How customers search for an insurance broker - Advisr Webinar - 2019.05.30How customers search for an insurance broker - Advisr Webinar - 2019.05.30
How customers search for an insurance broker - Advisr Webinar - 2019.05.30
 
10 principles for successful international web presence | Susanne Dirks - eVo...
10 principles for successful international web presence | Susanne Dirks - eVo...10 principles for successful international web presence | Susanne Dirks - eVo...
10 principles for successful international web presence | Susanne Dirks - eVo...
 
Accelerating International Growth with Perectly Tuned Communications
Accelerating International Growth with Perectly Tuned CommunicationsAccelerating International Growth with Perectly Tuned Communications
Accelerating International Growth with Perectly Tuned Communications
 
Mastering the Hotel Marketing Ecosystem at the Property Level
Mastering the Hotel Marketing Ecosystem at the Property LevelMastering the Hotel Marketing Ecosystem at the Property Level
Mastering the Hotel Marketing Ecosystem at the Property Level
 
nternational SEO and Content Clustering | John Caldwell | CreatorSEO / ABC Di...
nternational SEO and Content Clustering | John Caldwell | CreatorSEO / ABC Di...nternational SEO and Content Clustering | John Caldwell | CreatorSEO / ABC Di...
nternational SEO and Content Clustering | John Caldwell | CreatorSEO / ABC Di...
 
Going Global - Best Practices for Website Globalisation for SMEs | Susanne Di...
Going Global - Best Practices for Website Globalisation for SMEs | Susanne Di...Going Global - Best Practices for Website Globalisation for SMEs | Susanne Di...
Going Global - Best Practices for Website Globalisation for SMEs | Susanne Di...
 
SharePoint for Law Firm Websites
SharePoint for Law Firm WebsitesSharePoint for Law Firm Websites
SharePoint for Law Firm Websites
 
Marketing for Websites
Marketing for WebsitesMarketing for Websites
Marketing for Websites
 
Understanding digital marketing strategies for engaging the digital generati...
Understanding digital marketing  strategies for engaging the digital generati...Understanding digital marketing  strategies for engaging the digital generati...
Understanding digital marketing strategies for engaging the digital generati...
 
The Essential Guide to Digital Marketing - Rad Paluszak
The Essential Guide to Digital Marketing - Rad PaluszakThe Essential Guide to Digital Marketing - Rad Paluszak
The Essential Guide to Digital Marketing - Rad Paluszak
 
EBWAY Creative Tour 2015
EBWAY Creative Tour 2015EBWAY Creative Tour 2015
EBWAY Creative Tour 2015
 
EVOLVE'13 | Keynote | Building a Digital Collective | Todd Schwarz
EVOLVE'13 | Keynote | Building a Digital Collective | Todd SchwarzEVOLVE'13 | Keynote | Building a Digital Collective | Todd Schwarz
EVOLVE'13 | Keynote | Building a Digital Collective | Todd Schwarz
 
Building a Best-in-Class Economic Development Website
Building a Best-in-Class Economic Development WebsiteBuilding a Best-in-Class Economic Development Website
Building a Best-in-Class Economic Development Website
 
Moving From Professional Services to Serving Professionals' Needs
Moving From Professional Services to Serving Professionals' NeedsMoving From Professional Services to Serving Professionals' Needs
Moving From Professional Services to Serving Professionals' Needs
 

Viewers also liked

Open data and reuse of public information
Open data and reuse of public informationOpen data and reuse of public information
Open data and reuse of public informationVestforsk.no
 
Travel semantics: Use of semantic technologies in online travel and tourism i...
Travel semantics: Use of semantic technologies in online travel and tourism i...Travel semantics: Use of semantic technologies in online travel and tourism i...
Travel semantics: Use of semantic technologies in online travel and tourism i...Lars Göhler
 
Strategies in Semantic Marketing in the Online Travel and Tourism Industry
Strategies in Semantic Marketing in the Online Travel and Tourism IndustryStrategies in Semantic Marketing in the Online Travel and Tourism Industry
Strategies in Semantic Marketing in the Online Travel and Tourism IndustryLars Göhler
 
Tourism, open data and semantic web for a customer centric approach
Tourism, open data and semantic web for a customer centric approachTourism, open data and semantic web for a customer centric approach
Tourism, open data and semantic web for a customer centric approach21Style
 
HAPPYWEEK 172 2016.05.30.
HAPPYWEEK 172 2016.05.30.HAPPYWEEK 172 2016.05.30.
HAPPYWEEK 172 2016.05.30.Jiří Černák
 
Replacement of legacy cis with sap cr&b at phi
Replacement of legacy cis with sap cr&b at phiReplacement of legacy cis with sap cr&b at phi
Replacement of legacy cis with sap cr&b at phirobgirvan
 
איתמר ורלי
איתמר ורליאיתמר ורלי
איתמר ורליmerkazy
 
Grafico diario del dax perfomance index para el 11 05-2012
Grafico diario del dax perfomance index para el 11 05-2012Grafico diario del dax perfomance index para el 11 05-2012
Grafico diario del dax perfomance index para el 11 05-2012Experiencia Trading
 
2013-09-12 - SUGDC - Office 365 and Hybrid Solutions
2013-09-12 - SUGDC - Office 365 and Hybrid Solutions2013-09-12 - SUGDC - Office 365 and Hybrid Solutions
2013-09-12 - SUGDC - Office 365 and Hybrid SolutionsDan Usher
 
RHEL 7. Контейнеры и Docker
RHEL 7. Контейнеры и DockerRHEL 7. Контейнеры и Docker
RHEL 7. Контейнеры и DockerAndrey Markelov
 
Turismo accesible.
Turismo accesible.Turismo accesible.
Turismo accesible.José María
 
Nl HUG 2016 Feb Hadoop security from the trenches
Nl HUG 2016 Feb Hadoop security from the trenchesNl HUG 2016 Feb Hadoop security from the trenches
Nl HUG 2016 Feb Hadoop security from the trenchesBolke de Bruin
 
ΥΠΑΤΙΑ Η ΑΛΕΞΑΝΔΡΙΝΗ ΠΡΟΣΤΑΤΙΣ ΤΩΝ ΕΛΛΗΝΙΚΩΝ ΓΡΑΜΜ
ΥΠΑΤΙΑ Η ΑΛΕΞΑΝΔΡΙΝΗ ΠΡΟΣΤΑΤΙΣ ΤΩΝ ΕΛΛΗΝΙΚΩΝ ΓΡΑΜΜΥΠΑΤΙΑ Η ΑΛΕΞΑΝΔΡΙΝΗ ΠΡΟΣΤΑΤΙΣ ΤΩΝ ΕΛΛΗΝΙΚΩΝ ΓΡΑΜΜ
ΥΠΑΤΙΑ Η ΑΛΕΞΑΝΔΡΙΝΗ ΠΡΟΣΤΑΤΙΣ ΤΩΝ ΕΛΛΗΝΙΚΩΝ ΓΡΑΜΜIason Yannis Schizas
 
Oportunidad de negocio cardi ventas por catalogo para ganar dinero
Oportunidad de negocio cardi ventas por catalogo para ganar dineroOportunidad de negocio cardi ventas por catalogo para ganar dinero
Oportunidad de negocio cardi ventas por catalogo para ganar dineroVenta por Catalogo
 
AudioとガジェットをWebで遊ぶ - Web Audio/MIDI Web Bluetooth -
AudioとガジェットをWebで遊ぶ - Web Audio/MIDI Web Bluetooth -AudioとガジェットをWebで遊ぶ - Web Audio/MIDI Web Bluetooth -
AudioとガジェットをWebで遊ぶ - Web Audio/MIDI Web Bluetooth -Ryoya Kawai
 
ΠΑΡΟΥΣΙΑΣΗ ΑΠΟΤΕΛΕΣΜΑΤΩΝ ΕΡΕΥΝΑΣ ΔΗΜΟΤΙΚΟΥ ΣΧΟΛΕΙΟΥ ΓΑΛΛΙΚΟΥ
ΠΑΡΟΥΣΙΑΣΗ ΑΠΟΤΕΛΕΣΜΑΤΩΝ ΕΡΕΥΝΑΣ ΔΗΜΟΤΙΚΟΥ ΣΧΟΛΕΙΟΥ ΓΑΛΛΙΚΟΥΠΑΡΟΥΣΙΑΣΗ ΑΠΟΤΕΛΕΣΜΑΤΩΝ ΕΡΕΥΝΑΣ ΔΗΜΟΤΙΚΟΥ ΣΧΟΛΕΙΟΥ ΓΑΛΛΙΚΟΥ
ΠΑΡΟΥΣΙΑΣΗ ΑΠΟΤΕΛΕΣΜΑΤΩΝ ΕΡΕΥΝΑΣ ΔΗΜΟΤΙΚΟΥ ΣΧΟΛΕΙΟΥ ΓΑΛΛΙΚΟΥkaratzid
 

Viewers also liked (20)

Open data and reuse of public information
Open data and reuse of public informationOpen data and reuse of public information
Open data and reuse of public information
 
Travel semantics: Use of semantic technologies in online travel and tourism i...
Travel semantics: Use of semantic technologies in online travel and tourism i...Travel semantics: Use of semantic technologies in online travel and tourism i...
Travel semantics: Use of semantic technologies in online travel and tourism i...
 
Strategies in Semantic Marketing in the Online Travel and Tourism Industry
Strategies in Semantic Marketing in the Online Travel and Tourism IndustryStrategies in Semantic Marketing in the Online Travel and Tourism Industry
Strategies in Semantic Marketing in the Online Travel and Tourism Industry
 
Tourism, open data and semantic web for a customer centric approach
Tourism, open data and semantic web for a customer centric approachTourism, open data and semantic web for a customer centric approach
Tourism, open data and semantic web for a customer centric approach
 
HAPPYWEEK 172 2016.05.30.
HAPPYWEEK 172 2016.05.30.HAPPYWEEK 172 2016.05.30.
HAPPYWEEK 172 2016.05.30.
 
Replacement of legacy cis with sap cr&b at phi
Replacement of legacy cis with sap cr&b at phiReplacement of legacy cis with sap cr&b at phi
Replacement of legacy cis with sap cr&b at phi
 
איתמר ורלי
איתמר ורליאיתמר ורלי
איתמר ורלי
 
Grafico diario del dax perfomance index para el 11 05-2012
Grafico diario del dax perfomance index para el 11 05-2012Grafico diario del dax perfomance index para el 11 05-2012
Grafico diario del dax perfomance index para el 11 05-2012
 
Aulas
AulasAulas
Aulas
 
2013-09-12 - SUGDC - Office 365 and Hybrid Solutions
2013-09-12 - SUGDC - Office 365 and Hybrid Solutions2013-09-12 - SUGDC - Office 365 and Hybrid Solutions
2013-09-12 - SUGDC - Office 365 and Hybrid Solutions
 
μεγαουρητήρας
μεγαουρητήραςμεγαουρητήρας
μεγαουρητήρας
 
RHEL 7. Контейнеры и Docker
RHEL 7. Контейнеры и DockerRHEL 7. Контейнеры и Docker
RHEL 7. Контейнеры и Docker
 
Turismo accesible.
Turismo accesible.Turismo accesible.
Turismo accesible.
 
Apache Hadoop at 10
Apache Hadoop at 10Apache Hadoop at 10
Apache Hadoop at 10
 
Nl HUG 2016 Feb Hadoop security from the trenches
Nl HUG 2016 Feb Hadoop security from the trenchesNl HUG 2016 Feb Hadoop security from the trenches
Nl HUG 2016 Feb Hadoop security from the trenches
 
ΥΠΑΤΙΑ Η ΑΛΕΞΑΝΔΡΙΝΗ ΠΡΟΣΤΑΤΙΣ ΤΩΝ ΕΛΛΗΝΙΚΩΝ ΓΡΑΜΜ
ΥΠΑΤΙΑ Η ΑΛΕΞΑΝΔΡΙΝΗ ΠΡΟΣΤΑΤΙΣ ΤΩΝ ΕΛΛΗΝΙΚΩΝ ΓΡΑΜΜΥΠΑΤΙΑ Η ΑΛΕΞΑΝΔΡΙΝΗ ΠΡΟΣΤΑΤΙΣ ΤΩΝ ΕΛΛΗΝΙΚΩΝ ΓΡΑΜΜ
ΥΠΑΤΙΑ Η ΑΛΕΞΑΝΔΡΙΝΗ ΠΡΟΣΤΑΤΙΣ ΤΩΝ ΕΛΛΗΝΙΚΩΝ ΓΡΑΜΜ
 
Privasi dan keselamatan data
Privasi dan keselamatan dataPrivasi dan keselamatan data
Privasi dan keselamatan data
 
Oportunidad de negocio cardi ventas por catalogo para ganar dinero
Oportunidad de negocio cardi ventas por catalogo para ganar dineroOportunidad de negocio cardi ventas por catalogo para ganar dinero
Oportunidad de negocio cardi ventas por catalogo para ganar dinero
 
AudioとガジェットをWebで遊ぶ - Web Audio/MIDI Web Bluetooth -
AudioとガジェットをWebで遊ぶ - Web Audio/MIDI Web Bluetooth -AudioとガジェットをWebで遊ぶ - Web Audio/MIDI Web Bluetooth -
AudioとガジェットをWebで遊ぶ - Web Audio/MIDI Web Bluetooth -
 
ΠΑΡΟΥΣΙΑΣΗ ΑΠΟΤΕΛΕΣΜΑΤΩΝ ΕΡΕΥΝΑΣ ΔΗΜΟΤΙΚΟΥ ΣΧΟΛΕΙΟΥ ΓΑΛΛΙΚΟΥ
ΠΑΡΟΥΣΙΑΣΗ ΑΠΟΤΕΛΕΣΜΑΤΩΝ ΕΡΕΥΝΑΣ ΔΗΜΟΤΙΚΟΥ ΣΧΟΛΕΙΟΥ ΓΑΛΛΙΚΟΥΠΑΡΟΥΣΙΑΣΗ ΑΠΟΤΕΛΕΣΜΑΤΩΝ ΕΡΕΥΝΑΣ ΔΗΜΟΤΙΚΟΥ ΣΧΟΛΕΙΟΥ ΓΑΛΛΙΚΟΥ
ΠΑΡΟΥΣΙΑΣΗ ΑΠΟΤΕΛΕΣΜΑΤΩΝ ΕΡΕΥΝΑΣ ΔΗΜΟΤΙΚΟΥ ΣΧΟΛΕΙΟΥ ΓΑΛΛΙΚΟΥ
 

Similar to The State of Tourism Marketing

Content Marketing, Semantic Search and The Travel Industry
Content Marketing, Semantic Search and The Travel IndustryContent Marketing, Semantic Search and The Travel Industry
Content Marketing, Semantic Search and The Travel IndustryBronwyn White
 
SEO 4 cruise - Tui Cruisedeals
SEO 4 cruise - Tui CruisedealsSEO 4 cruise - Tui Cruisedeals
SEO 4 cruise - Tui CruisedealsiProspect
 
SEO, Content Marketing & Social Media
SEO, Content Marketing & Social MediaSEO, Content Marketing & Social Media
SEO, Content Marketing & Social MediaEdward Radonic
 
[Accommodation Marketing] Today's Socially Inspired Traveller
[Accommodation Marketing] Today's Socially Inspired Traveller[Accommodation Marketing] Today's Socially Inspired Traveller
[Accommodation Marketing] Today's Socially Inspired TravellerDigital Visitor
 
Thinking Like A Publisher: Your Key to Content Success - Tourism Academy 2018
Thinking Like A Publisher: Your Key to Content Success - Tourism Academy 2018Thinking Like A Publisher: Your Key to Content Success - Tourism Academy 2018
Thinking Like A Publisher: Your Key to Content Success - Tourism Academy 2018Britt Brouse
 
Overhauling Content Strategy As Part Of A Site Migration - Search London 2015
Overhauling Content Strategy As Part Of A Site Migration - Search London 2015Overhauling Content Strategy As Part Of A Site Migration - Search London 2015
Overhauling Content Strategy As Part Of A Site Migration - Search London 2015Briony Gunson
 
Internet Role in Hospitality Industry
Internet Role in Hospitality IndustryInternet Role in Hospitality Industry
Internet Role in Hospitality IndustryUmakant Mishra
 
Ryan Neegaard - Important Digital Trends Making an Impact on Winery DTC Marke...
Ryan Neegaard - Important Digital Trends Making an Impact on Winery DTC Marke...Ryan Neegaard - Important Digital Trends Making an Impact on Winery DTC Marke...
Ryan Neegaard - Important Digital Trends Making an Impact on Winery DTC Marke...Zach Kamphuis
 
Inspiring people to travel: How to become a big online brand
Inspiring people to travel: How to become a big online brandInspiring people to travel: How to become a big online brand
Inspiring people to travel: How to become a big online brandJose L. Truchado
 
2014 q4 initiatives_final_selinforscript
2014 q4 initiatives_final_selinforscript2014 q4 initiatives_final_selinforscript
2014 q4 initiatives_final_selinforscriptSelin Soyak
 
Content marketing and the impact on organisations and processes – DTCC2016, S...
Content marketing and the impact on organisations and processes – DTCC2016, S...Content marketing and the impact on organisations and processes – DTCC2016, S...
Content marketing and the impact on organisations and processes – DTCC2016, S...SeismoTourism
 
gannettlocal Sales Presentation for Atlantic City
gannettlocal Sales Presentation for Atlantic Citygannettlocal Sales Presentation for Atlantic City
gannettlocal Sales Presentation for Atlantic CityJosh Crafter
 
Presentation by Microsoft Bing - Search Trends in Canada
Presentation by Microsoft Bing - Search Trends in CanadaPresentation by Microsoft Bing - Search Trends in Canada
Presentation by Microsoft Bing - Search Trends in CanadaBassem Ghali
 
Issues of web design and structure
Issues of web design and structureIssues of web design and structure
Issues of web design and structureDotTourism
 
Unit 5 power point presentation
Unit 5 power point presentationUnit 5 power point presentation
Unit 5 power point presentationAbiolaOladunni
 
Borkholder Buildings Dealer Mtg - Importance & Tips for Web Marketing
Borkholder Buildings Dealer Mtg - Importance & Tips for Web MarketingBorkholder Buildings Dealer Mtg - Importance & Tips for Web Marketing
Borkholder Buildings Dealer Mtg - Importance & Tips for Web MarketingMike Gingerich
 

Similar to The State of Tourism Marketing (20)

Content Marketing, Semantic Search and The Travel Industry
Content Marketing, Semantic Search and The Travel IndustryContent Marketing, Semantic Search and The Travel Industry
Content Marketing, Semantic Search and The Travel Industry
 
SEO 4 cruise - Tui Cruisedeals
SEO 4 cruise - Tui CruisedealsSEO 4 cruise - Tui Cruisedeals
SEO 4 cruise - Tui Cruisedeals
 
SEO, Content Marketing & Social Media
SEO, Content Marketing & Social MediaSEO, Content Marketing & Social Media
SEO, Content Marketing & Social Media
 
2014 Digital Trends
2014 Digital Trends2014 Digital Trends
2014 Digital Trends
 
Modern B2B Marketing Trends That Are Here To Stay Chart Your Path for B2B G...
Modern B2B Marketing Trends That Are Here To Stay   Chart Your Path for B2B G...Modern B2B Marketing Trends That Are Here To Stay   Chart Your Path for B2B G...
Modern B2B Marketing Trends That Are Here To Stay Chart Your Path for B2B G...
 
[Accommodation Marketing] Today's Socially Inspired Traveller
[Accommodation Marketing] Today's Socially Inspired Traveller[Accommodation Marketing] Today's Socially Inspired Traveller
[Accommodation Marketing] Today's Socially Inspired Traveller
 
Thinking Like A Publisher: Your Key to Content Success - Tourism Academy 2018
Thinking Like A Publisher: Your Key to Content Success - Tourism Academy 2018Thinking Like A Publisher: Your Key to Content Success - Tourism Academy 2018
Thinking Like A Publisher: Your Key to Content Success - Tourism Academy 2018
 
Overhauling Content Strategy As Part Of A Site Migration - Search London 2015
Overhauling Content Strategy As Part Of A Site Migration - Search London 2015Overhauling Content Strategy As Part Of A Site Migration - Search London 2015
Overhauling Content Strategy As Part Of A Site Migration - Search London 2015
 
Internet Role in Hospitality Industry
Internet Role in Hospitality IndustryInternet Role in Hospitality Industry
Internet Role in Hospitality Industry
 
Ryan Neegaard - Important Digital Trends Making an Impact on Winery DTC Marke...
Ryan Neegaard - Important Digital Trends Making an Impact on Winery DTC Marke...Ryan Neegaard - Important Digital Trends Making an Impact on Winery DTC Marke...
Ryan Neegaard - Important Digital Trends Making an Impact on Winery DTC Marke...
 
Inspiring people to travel: How to become a big online brand
Inspiring people to travel: How to become a big online brandInspiring people to travel: How to become a big online brand
Inspiring people to travel: How to become a big online brand
 
2014 q4 initiatives_final_selinforscript
2014 q4 initiatives_final_selinforscript2014 q4 initiatives_final_selinforscript
2014 q4 initiatives_final_selinforscript
 
Q4 2014 Marketing Initiatives
Q4 2014 Marketing InitiativesQ4 2014 Marketing Initiatives
Q4 2014 Marketing Initiatives
 
Content marketing and the impact on organisations and processes – DTCC2016, S...
Content marketing and the impact on organisations and processes – DTCC2016, S...Content marketing and the impact on organisations and processes – DTCC2016, S...
Content marketing and the impact on organisations and processes – DTCC2016, S...
 
gannettlocal Sales Presentation for Atlantic City
gannettlocal Sales Presentation for Atlantic Citygannettlocal Sales Presentation for Atlantic City
gannettlocal Sales Presentation for Atlantic City
 
Presentation by Microsoft Bing - Search Trends in Canada
Presentation by Microsoft Bing - Search Trends in CanadaPresentation by Microsoft Bing - Search Trends in Canada
Presentation by Microsoft Bing - Search Trends in Canada
 
Yazoo park
Yazoo parkYazoo park
Yazoo park
 
Issues of web design and structure
Issues of web design and structureIssues of web design and structure
Issues of web design and structure
 
Unit 5 power point presentation
Unit 5 power point presentationUnit 5 power point presentation
Unit 5 power point presentation
 
Borkholder Buildings Dealer Mtg - Importance & Tips for Web Marketing
Borkholder Buildings Dealer Mtg - Importance & Tips for Web MarketingBorkholder Buildings Dealer Mtg - Importance & Tips for Web Marketing
Borkholder Buildings Dealer Mtg - Importance & Tips for Web Marketing
 

More from Bronwyn White

Travel and Tourism Trends and Disruptors
Travel and Tourism Trends and DisruptorsTravel and Tourism Trends and Disruptors
Travel and Tourism Trends and DisruptorsBronwyn White
 
How the travel industry can help us detech
How the travel industry can help us detechHow the travel industry can help us detech
How the travel industry can help us detechBronwyn White
 
The Ultimate Seniors Travel Persona
The Ultimate Seniors Travel PersonaThe Ultimate Seniors Travel Persona
The Ultimate Seniors Travel PersonaBronwyn White
 
The ultimate tactical marketing toolkit for tourism professionals
The ultimate tactical marketing toolkit for tourism professionals The ultimate tactical marketing toolkit for tourism professionals
The ultimate tactical marketing toolkit for tourism professionals Bronwyn White
 
Snapchat for tourism marketing made easy
Snapchat for tourism marketing made easy Snapchat for tourism marketing made easy
Snapchat for tourism marketing made easy Bronwyn White
 
Traveler path to purchase (Part 1). Tourism marketing best practice.
Traveler path to purchase (Part 1).  Tourism marketing best practice.Traveler path to purchase (Part 1).  Tourism marketing best practice.
Traveler path to purchase (Part 1). Tourism marketing best practice.Bronwyn White
 
Aviation and Tourism. Building a Visitor Economy
Aviation and Tourism.  Building a Visitor EconomyAviation and Tourism.  Building a Visitor Economy
Aviation and Tourism. Building a Visitor EconomyBronwyn White
 

More from Bronwyn White (7)

Travel and Tourism Trends and Disruptors
Travel and Tourism Trends and DisruptorsTravel and Tourism Trends and Disruptors
Travel and Tourism Trends and Disruptors
 
How the travel industry can help us detech
How the travel industry can help us detechHow the travel industry can help us detech
How the travel industry can help us detech
 
The Ultimate Seniors Travel Persona
The Ultimate Seniors Travel PersonaThe Ultimate Seniors Travel Persona
The Ultimate Seniors Travel Persona
 
The ultimate tactical marketing toolkit for tourism professionals
The ultimate tactical marketing toolkit for tourism professionals The ultimate tactical marketing toolkit for tourism professionals
The ultimate tactical marketing toolkit for tourism professionals
 
Snapchat for tourism marketing made easy
Snapchat for tourism marketing made easy Snapchat for tourism marketing made easy
Snapchat for tourism marketing made easy
 
Traveler path to purchase (Part 1). Tourism marketing best practice.
Traveler path to purchase (Part 1).  Tourism marketing best practice.Traveler path to purchase (Part 1).  Tourism marketing best practice.
Traveler path to purchase (Part 1). Tourism marketing best practice.
 
Aviation and Tourism. Building a Visitor Economy
Aviation and Tourism.  Building a Visitor EconomyAviation and Tourism.  Building a Visitor Economy
Aviation and Tourism. Building a Visitor Economy
 

Recently uploaded

Canada PR - Eligibility, Steps to apply.pptx
Canada PR - Eligibility, Steps to apply.pptxCanada PR - Eligibility, Steps to apply.pptx
Canada PR - Eligibility, Steps to apply.pptxY-Axis Overseas Careers
 
What Unwritten Rules Of Surfing Etiquette Are Crucial For Beginners To Grasp
What Unwritten Rules Of Surfing Etiquette Are Crucial For Beginners To GraspWhat Unwritten Rules Of Surfing Etiquette Are Crucial For Beginners To Grasp
What Unwritten Rules Of Surfing Etiquette Are Crucial For Beginners To GraspHanalei Surf School
 
László Puczkó Wellbeing Tourism and Economy
László Puczkó Wellbeing Tourism and EconomyLászló Puczkó Wellbeing Tourism and Economy
László Puczkó Wellbeing Tourism and EconomyEDGAR TARRÉS FALCÓ
 
Sizzling Summer Adventures Unforgettable Tours Under the Sun
Sizzling Summer Adventures Unforgettable Tours Under the SunSizzling Summer Adventures Unforgettable Tours Under the Sun
Sizzling Summer Adventures Unforgettable Tours Under the SunSnowshoe Tahoe
 
Access to Secretarial and Administrative Support in Serviced Apartments.pptx
Access to Secretarial and Administrative Support in Serviced Apartments.pptxAccess to Secretarial and Administrative Support in Serviced Apartments.pptx
Access to Secretarial and Administrative Support in Serviced Apartments.pptxPAJASA Apartments
 
Ziro Music Festival Arunachal Pradesh-Unexplored and Most Expensive music fes...
Ziro Music Festival Arunachal Pradesh-Unexplored and Most Expensive music fes...Ziro Music Festival Arunachal Pradesh-Unexplored and Most Expensive music fes...
Ziro Music Festival Arunachal Pradesh-Unexplored and Most Expensive music fes...asishbacklink
 
5 beautyfull places visiting in uttrakhand
5 beautyfull places visiting in uttrakhand5 beautyfull places visiting in uttrakhand
5 beautyfull places visiting in uttrakhandaradhya3287
 
What Safety Precautions Are Recommended For Na Pali Snorkeling Adventure
What Safety Precautions Are Recommended For Na Pali Snorkeling AdventureWhat Safety Precautions Are Recommended For Na Pali Snorkeling Adventure
What Safety Precautions Are Recommended For Na Pali Snorkeling AdventureHanalei Charters
 
What Are Some Tips For A Safe White River Rafting Experience
What Are Some Tips For A Safe White River Rafting ExperienceWhat Are Some Tips For A Safe White River Rafting Experience
What Are Some Tips For A Safe White River Rafting ExperienceTahoe Whitewater Tours
 
Busy Season Mastery Simple Strategies to Optimize Your Lodging Business!.pptx
Busy Season Mastery Simple Strategies to Optimize Your Lodging Business!.pptxBusy Season Mastery Simple Strategies to Optimize Your Lodging Business!.pptx
Busy Season Mastery Simple Strategies to Optimize Your Lodging Business!.pptxRezStream
 
_Unforgettable Chandigarh to Himachal Pradesh Tour Package.pdf
_Unforgettable Chandigarh to Himachal Pradesh Tour Package.pdf_Unforgettable Chandigarh to Himachal Pradesh Tour Package.pdf
_Unforgettable Chandigarh to Himachal Pradesh Tour Package.pdfNewChandigarhTravels
 
Visit the Famous Temples of Dev Bhoomi by Uttarakhand tour Package
Visit the Famous Temples of Dev Bhoomi by Uttarakhand tour PackageVisit the Famous Temples of Dev Bhoomi by Uttarakhand tour Package
Visit the Famous Temples of Dev Bhoomi by Uttarakhand tour PackageDhruv Sharma
 
Discover the Magic of Sicily: Your Travel Guide
Discover the Magic of Sicily: Your Travel GuideDiscover the Magic of Sicily: Your Travel Guide
Discover the Magic of Sicily: Your Travel GuideTime for Sicily
 
Melanie Smith Tourism, Wellbeing and Happiness
Melanie Smith Tourism, Wellbeing and HappinessMelanie Smith Tourism, Wellbeing and Happiness
Melanie Smith Tourism, Wellbeing and HappinessEDGAR TARRÉS FALCÓ
 
Backpacking in Bhutan: A Thrilling Adventure
Backpacking in Bhutan: A Thrilling AdventureBackpacking in Bhutan: A Thrilling Adventure
Backpacking in Bhutan: A Thrilling AdventureKunal Kunal
 
The Genuine Student Requirement for Australian Student Visas
The Genuine Student Requirement for Australian Student VisasThe Genuine Student Requirement for Australian Student Visas
The Genuine Student Requirement for Australian Student VisasAmit Kakkar
 
What Are The Must-Know Tips For First-Time Jet Skiers In Aruba
What Are The Must-Know Tips For First-Time Jet Skiers In ArubaWhat Are The Must-Know Tips For First-Time Jet Skiers In Aruba
What Are The Must-Know Tips For First-Time Jet Skiers In ArubaDelphi Watersports
 

Recently uploaded (18)

Canada PR - Eligibility, Steps to apply.pptx
Canada PR - Eligibility, Steps to apply.pptxCanada PR - Eligibility, Steps to apply.pptx
Canada PR - Eligibility, Steps to apply.pptx
 
What Unwritten Rules Of Surfing Etiquette Are Crucial For Beginners To Grasp
What Unwritten Rules Of Surfing Etiquette Are Crucial For Beginners To GraspWhat Unwritten Rules Of Surfing Etiquette Are Crucial For Beginners To Grasp
What Unwritten Rules Of Surfing Etiquette Are Crucial For Beginners To Grasp
 
László Puczkó Wellbeing Tourism and Economy
László Puczkó Wellbeing Tourism and EconomyLászló Puczkó Wellbeing Tourism and Economy
László Puczkó Wellbeing Tourism and Economy
 
Sizzling Summer Adventures Unforgettable Tours Under the Sun
Sizzling Summer Adventures Unforgettable Tours Under the SunSizzling Summer Adventures Unforgettable Tours Under the Sun
Sizzling Summer Adventures Unforgettable Tours Under the Sun
 
Access to Secretarial and Administrative Support in Serviced Apartments.pptx
Access to Secretarial and Administrative Support in Serviced Apartments.pptxAccess to Secretarial and Administrative Support in Serviced Apartments.pptx
Access to Secretarial and Administrative Support in Serviced Apartments.pptx
 
Ziro Music Festival Arunachal Pradesh-Unexplored and Most Expensive music fes...
Ziro Music Festival Arunachal Pradesh-Unexplored and Most Expensive music fes...Ziro Music Festival Arunachal Pradesh-Unexplored and Most Expensive music fes...
Ziro Music Festival Arunachal Pradesh-Unexplored and Most Expensive music fes...
 
5 beautyfull places visiting in uttrakhand
5 beautyfull places visiting in uttrakhand5 beautyfull places visiting in uttrakhand
5 beautyfull places visiting in uttrakhand
 
What Safety Precautions Are Recommended For Na Pali Snorkeling Adventure
What Safety Precautions Are Recommended For Na Pali Snorkeling AdventureWhat Safety Precautions Are Recommended For Na Pali Snorkeling Adventure
What Safety Precautions Are Recommended For Na Pali Snorkeling Adventure
 
What Are Some Tips For A Safe White River Rafting Experience
What Are Some Tips For A Safe White River Rafting ExperienceWhat Are Some Tips For A Safe White River Rafting Experience
What Are Some Tips For A Safe White River Rafting Experience
 
Busy Season Mastery Simple Strategies to Optimize Your Lodging Business!.pptx
Busy Season Mastery Simple Strategies to Optimize Your Lodging Business!.pptxBusy Season Mastery Simple Strategies to Optimize Your Lodging Business!.pptx
Busy Season Mastery Simple Strategies to Optimize Your Lodging Business!.pptx
 
_Unforgettable Chandigarh to Himachal Pradesh Tour Package.pdf
_Unforgettable Chandigarh to Himachal Pradesh Tour Package.pdf_Unforgettable Chandigarh to Himachal Pradesh Tour Package.pdf
_Unforgettable Chandigarh to Himachal Pradesh Tour Package.pdf
 
Visit the Famous Temples of Dev Bhoomi by Uttarakhand tour Package
Visit the Famous Temples of Dev Bhoomi by Uttarakhand tour PackageVisit the Famous Temples of Dev Bhoomi by Uttarakhand tour Package
Visit the Famous Temples of Dev Bhoomi by Uttarakhand tour Package
 
Discover the Magic of Sicily: Your Travel Guide
Discover the Magic of Sicily: Your Travel GuideDiscover the Magic of Sicily: Your Travel Guide
Discover the Magic of Sicily: Your Travel Guide
 
Melanie Smith Tourism, Wellbeing and Happiness
Melanie Smith Tourism, Wellbeing and HappinessMelanie Smith Tourism, Wellbeing and Happiness
Melanie Smith Tourism, Wellbeing and Happiness
 
Backpacking in Bhutan: A Thrilling Adventure
Backpacking in Bhutan: A Thrilling AdventureBackpacking in Bhutan: A Thrilling Adventure
Backpacking in Bhutan: A Thrilling Adventure
 
The Genuine Student Requirement for Australian Student Visas
The Genuine Student Requirement for Australian Student VisasThe Genuine Student Requirement for Australian Student Visas
The Genuine Student Requirement for Australian Student Visas
 
What Are The Must-Know Tips For First-Time Jet Skiers In Aruba
What Are The Must-Know Tips For First-Time Jet Skiers In ArubaWhat Are The Must-Know Tips For First-Time Jet Skiers In Aruba
What Are The Must-Know Tips For First-Time Jet Skiers In Aruba
 
Why Is Whitewater Rafting The Ultimate Water Adventure
Why Is Whitewater Rafting The Ultimate Water AdventureWhy Is Whitewater Rafting The Ultimate Water Adventure
Why Is Whitewater Rafting The Ultimate Water Adventure
 

The State of Tourism Marketing

  • 1. Page 1 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com www.TourismMarketingBlueprint.com 3Tourism Marketing Plan Blueprint
  • 2. Page 2 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com Changes in the Digital Landscape – Tourism Marketing Plan Blueprint Repeat www.TourismMarketingBlueprint.com
  • 3. Page 3 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com www.TourismMarketingBlueprint.com Today • Example of Marketing Plan Blueprint Group coaching calls • Marketing, what happened? • How to connect your business in the world of semantic search • Create authority, influence and trust • Role of social media • A mobile future • Content Marketing • Tactical implications • QUESTIONS? www.TourismMarketingBlueprint.com
  • 4. Page 4 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com www.TourismMarketingBlueprint.com The Internet Revolution • Industrial revolution of our time, and we are still at the beginning of it. – Think of it as like the mid 19th Century – a time of wonder and opportunity. • We are in a time where you have the opportunity to strengthen your business or destination brand in a way that you will never be able to do again. • How strong and tight your brand is will determine your success. • We are on a level playing field for the first time in years and years. So let’s do this! Because we are at the beginning, opportunities are nigh for big and small business.
  • 5. Page 5 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com www.TourismMarketingBlueprint.com The Internet Revolution • When Google switched over to semantic search (contextual search) a couple of years ago, it changed everything. • These are the greatest evidenced-based opportunities you are likely to see for 2016 and in fact…for a very long time. We are on the cusp of big things. Never will we be here again.
  • 6. Page 6 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com www.TourismMarketingBlueprint.com Semantic Search Biggest change since the Internet begun Draws on the personal information it has collected from the user The algorithm uses true meaning, intent and context, to identify and prioritise pages with relevant content And provides real answers to search queries rather than returning keyword stuffed pages + = +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com Examples could include: Past search history, likes, shares comments on social media, geographic location, IP address Content
  • 7. Page 7 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com www.TourismMarketingBlueprint.com Implications What appears on Page 1 of a Google search result is different for every search query, every mobile device and every desktop.
  • 8. Page 8 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com www.TourismMarketingBlueprint.com Why should we care? The traveller path to purchase Internet search is the one constant tool people turn to for inspiration and travel planning at every point across the path to purchase. We spend 13 hours online researching before we book! Google has changed the way our potential customers find us and what information they will receive, and in doing so, has profoundly changed how we need to market our businesses and manage our online presence
  • 9. Page 9 HOW TO CONNECT YOUR BUSINESS OR DESTINATION TO YOUR CUSTOMERS IN THE WORLD OF SEMANTIC SEARCH
  • 10. Page 10 FIRST - PLAN FOR A MOBILE FUTURE The Semantic Web
  • 11. Page 11 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com www.TourismMarketingBlueprint.com • The most important trend and biggest shift in search since the Internet began, its now official ”…more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan” Google http://adwords.blogspot.de/2015/05/building-for-next-moment.html The semantic future is mobile To Provide an optimal mobile user experience
  • 12. Page 12 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com www.TourismMarketingBlueprint.com The semantic future is mobile To Provide an optimal mobile user experience • The way we perform searches has evolved • We may ask our phone a question as we would a friend • Search is more conversational • Users simply ask their phone questions like a friend – “What is the weather going to be today?” • Products like Google Now emerging
  • 13. Page 13 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com www.TourismMarketingBlueprint.com The semantic future is mobile To Provide an optimal mobile user experience • Implications - last year, we witnessed ‘Mobilegeddon’ • If your site is not mobile friendly, Google will penalise you • You stand to lose business • Google – Google mobile friendly tool
  • 14. Page 14 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com Still wondering about mobile? Stats to get you and your stakeholders over the line About 84% of users take their smartphone wherever they go. 71 % never have time out from their device by turning it off. 68% say they check their phone within 15 minutes of waking up in the morning. 87% of millenials always have their smartphone at their side, day, and night. We check our phones 150 times a day. We spend 177 minutes on our phones per day. 30% are willing to admit that they actually get “anxious” when they don’t have their phone on them. 91% of users of them turn to their phones for ideas in the middle of a task. 88% of Australians research hotels MORE online than they do offline. https://think.storage.googleapis.com/images/micromoments-guide-to-winning-shift-to-mobile-download.pdf http://www.news.com.au/technology/gadgets/telstra-smartphone-and-tablet-index-reveals-australians-are-addicted-to-smartphones/story-fn6vihic-1227078120633 The Google Consumer Barometer Survey 2014 / 2015 – Australian base
  • 15. Page 15 CONNECT THROUGH BRANDING AND CONTENT
  • 16. Page 16 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com16 To earn trust reputation and authority for the search engines we need to create fresh content on consistent and regular basis to ensure that the machine learning algorithms of semantic search can understand the context of the brand and destination so that it meets customers along the path to purchase. This means, your web pages are more likely to be presented when travellers are searching
  • 17. Page 17 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com www.TourismMarketingBlueprint.com Content – Publish or Perish The role of content marketing in semantic search • It’s now time to think about yourself as publishers of compelling content – become trusted authorities of sound reputation in the eyes of the search engines – Recognised as influencers – Recognised as speaking with authority on your topic “Content marketing has become so vital to all of search engine opitimisation in the semantic web that it underpins many activities that a business or brand needs to engage in”. David Amerland +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
  • 18. Page 18 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com www.TourismMarketingBlueprint.com Case Study Trust Reputation and Authority Nowhere is reputation more important perhaps than the tourism, hospitality industry. Thanks to the widespread prevalence of reviewing systems such as TripAdvisor and Yelp and the use of social media to share experiences, the hotel industry can finally begin to win attention and market share by doing what it does best: focus on providing great service and the best end- user experience possible” David Amerland, Author of Google Semantic Search
  • 19. Page 19 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com . And these are only the people who shared…imagine the thousands who read this 17,000 followers 360,000 followers
  • 20. Page 20 • Recognised as an authority in travel research and marketing by Google over: – TRA – TTRA – And competitors • All done through our content and engagement
  • 21. Page 21 Branding – “The gap between the online and offline world is getting smaller”. David Amerland You have 2 customers – Google and your travellers Google • So that it can understand what you are about • Give context • Be consistent and tight with your online presence • It’s OK to branch out, but make sure you show the relevance • In fact, branching out a little can give context – And, be helpful to travellers along the path to purchase Travellers
  • 22. Page 22 SOCIAL MEDIA AND SEMANTIC SEARCH The Semantic Web 22
  • 23. Page 23 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com www.TourismMarketingBlueprint.com Social media The power of social signals in semantic search • Importance of social sharing and engagement of content • Verify veracity and quality of website content • Helps generate: – A clearer understanding of the meaning behind the content – Better indexing of the content – An assessment of authority and trust – And assessment of the contextual value Google Semantic Web, David Amerland Content, search and social media are now inextricably related
  • 24. Page 24 How to connect your business or destination in the world of semantic search – basic checklist Your business / destination • Mobile optimised • Clear and distinct brand position • Create compelling and authentic content (veracity) • Post often (volume) • Variety of output • Link online activities • Quality and legitimate links that relate to the travel industry • Natural language • Geo-coding / make it local • Social media engagement and interaction (velocity) Potential customer search query • Previous search history and interests • Geographic location (at the time of search) • Social media interactions Match with
  • 26. Page 26 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com www.TourismMarketingBlueprint.com An SEO checklist used to look like this http://www.slideshare.net/David-Amerland/what-is-hummingbird-and-the-entity-search-revolution Old SEO Checklist Keyword optimisation and placement Website development Link structure Backlinks Domain and Hosting On-page SEO Link building Easily gamed by practices like building artificial links and stuffing poor content with keywords “Keywords are so 2012”
  • 27. Page 27 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com www.TourismMarketingBlueprint.com Now looks like this • Time for businesses and destinations to think more like publishers of content. • A whole range of dynamic entities at play working together • Yes, you do need to work hard at it! Source: Eric Enge, Stone Temple Consulting
  • 28. Page 28 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com Volume •Content length posts •Freshness •Mentions / citations •Quality links •Website traffic •User generated content (comments) •Social media profiles •Volume of followers is persuasive BUT only if they are active •Engagement (conversations) •Interactions – likes, reshares, retweets Velocity •The speed at which content it is produced •Website traffic – the rate at which a website grows •Mentions across the web •Links •User generated content •Social media profiles •The speed at which it grows •Interaction •Engagement Variety •In Content •Formats such as text, images, videos, audio, PDF’s •In social media •Inbound links – authoritative and related •Web traffic from a variety of sources Veracity •Be authentic and keep it real! •Authentic: •Content •Links •Comments •Quality not quantity Unlocking the secrets of semantic search Volume | Velocity | Variety | Veracity
  • 29. Page 29 Linking it all together From • Keywords • On-page SEO • Backlinks • Publishing frequency • Link dumping in social networks • Content length • Keyword stuffing • Keyword placement • Anchor text • Link building To • Search queries • Intent • Trust • Authority • Reputation • Citations / listings • Social network footprint • Comments • Social proof • Band equity • Authenticity How • Link your entity online • Mobile optimised • Compelling content • Ensure a variety of output • Connection to your business and USP’s • Speak to a persona • Develop a clear distinct brand • Social media signals • The 4 V’s
  • 30. Page 30 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com www.TourismMarketingBlueprint.com Key take-outs What to do back at the office • Review current SEO practices – Do you have them? If you employ a company, ask questions – Webmaster? • Review and audit your content – Don’t forget from a local perspective including lots of links to local businesses and information in your destination. • Ensure content is socially engaging , authentic and relevant and hashtagged • Be mobile and run your business through the Google Mobile Friendly Test • Check out our semantic web checklist
  • 31. Page 31 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com
  • 32. Page 32 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com Group coaching calls (I will send these through) Date Topic About 29th April 10am Introduction to Semantic Search Are you marketing today the way you were last year? You should be worried if you are. We take you through why you need to start creating trust, reputation and authority to rank well in the eyes of Google and meet your traveller in the path to purchase. 10 May 10am Branding Blueprint To build a strong brand, you need to build trust, reputation and authority in the eyes of your customers and Google. In today’s world of semantic search, if your branding is not clear, you run the risk of doing damage to your online brand and you are less likely to be presented in search results on Google. We take you through the MyTravelResearch.com Tourism Branding Blueprint and how to apply the principles to your business or destination 24 May 10am Your Customers You cannot be all things to everyone. We take you through how to create a persona unique to your business or destination 1 June- 10am What trends apply to me How do I choose which trends in the Tourism Marketing Plan Blueprint to focus on for my business or destination? 22 June 10am SWOT How do I personalise my SWOT 29 June 10am Action Plan How do I operationalise these findings? In an information overload age, we take you through the ultimate DIY marketing toolkit for Tourism professionals. Top 5 Evidence-based actions you must include in your tactical action plan
  • 33. Page 33 +BronwynWhite | @BronwynWhite | @Travelresearch0 | email me: bronwyn@MyTravelResearch.com www.TourismMarketingBlueprint.com What’s in Tourism Marketing Plan Blueprint • The plan addresses: – The latest trends and travel insight/research – Branding best practice – we help you build a solid brand from strand or build ‘on’ your brand – Tactical execution -how to operationalise the research – Example campaigns that you can create as a result of the findings – Examples of imagery, words and communications to appeal to your market personas • Your job is to personalise the plan to suit your destination or business. You will need to pick out the bits best suited to your needs and create your strategy. • We have our coaching calls for you to ask questions and we take you though how to customise the plan. These calls happen every 2 weeks. – For the next 12 months on rotation • Awesome bonus • And please email us directly with any questions or would like a copy of the slides – bronwyn@mytravelresearch.com – carolyn@mytravelresearch.com • Available at $1497
  • 34. Page 34 Bonuses • Sign up today you will receive our limited time bonus • VFR Travel Research – Hosts and Visitors • Our foundation MPB members will also get this bonus www.TourismMarketingBlueprint.com
  • 35. Page 35 Disclaimer: Please note that the information and data contained in this update has been prepared for the specific purpose of addressing the items for the research between MyTravelResearch.com Pty Ltd and Tourism Marketing Plan Blueprint customers It may not be suitable for other applications. The use of this data for any other purpose should be discussed with the lead author. MyTravelResearch.com accepts no responsibility for unauthorised use of this data by a third party. © MyTravelResearch.com® 2016

Editor's Notes

  1. - Bing and yahoo also there, latest commscore Google owns 67% of market share
  2. Ask Google Now, closest hotel