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ONLINE
MARKETING IN
TOURISM
Mag. Renate Leitner
ARE 
YOU 
SOCIAL?
We are Social!
Digital, Social & Mobile in 2015, Simon Kemp
TOURISM 
AND
SOCIAL 
NETWORKS
The Customer Journey in Tourism
• The “Customer Journey” of a traveler 
shows the importance of social media
in the touris...
New Challenges for the Hotelier
Hotelier complains:  25% less 
bookings compared to last year 
 What to do? Obvious
probl...
WHO 
HAS 
A 
SOLUTION?
Inventor!
Advisors & Board of Directors
Advisor, 
Board of 
Directors 
Alexander 
Wahler
• Entrepreneur (i.a.seekda.com)
• IT‐Expert...
Management Team
CEO
Member of BoD
Mag. Renate Leitner
CTO
Corneliu Stanciu
Product Manager
Deputy CEO
Dr. Ioan Toma
CFO
St...
Development Team
Developer
Fabian Gasser
Developer
Benjamin Hilpolt
Developer
Carlos Romero
Developer
Benjamin Klotz
Desig...
Solution Onlim Tell‐it!
Create content
yourself
or use semi-
automatically created
posts from multiple
content sources
Edi...
• Web‐based responsive SaaS solution 
• Widgets for quick integration into existing webapplications
• Connection of multip...
Technical Innovation
• Clear separation between content and channels
• Automated semantic annotation of content based on i...
Competitors
Market Potential
Sources: 
• Amt der Tiroler Landesregierung, Landesstatistik und tiris
“Der Tourismus im Winter 2012/2013...
THE
PRODUCT 
ROLL‐OUT
• Software as a Service Modell (SaaS)
• Setup and monthly fees
• Customers are charged quarterly
• 3 months agreements
• A...
•Mid of July, 2015
•Already Hotels + Marketing Agencies connected as 
Pilots
•Silent Launch: New Interface, Editorial Cale...
Marketing: EAT YOUR OWN DOG FOOD
Activity Q3/2015 Q4/2015 Q1/2016 Q2/2016 Q3/2016
Website Product description Online Demo ...
THANK YOU FOR 
YOUR ATTENTION!
For more Information please visit us on
or have a chat with me
www.onlim.com
office@onlim.c...
ALUMNI 2015_Online Marketing in the Touristic Sector, Renate Leitner
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ALUMNI 2015_Online Marketing in the Touristic Sector, Renate Leitner

  1. 1. ONLINE MARKETING IN TOURISM Mag. Renate Leitner
  2. 2. ARE  YOU  SOCIAL?
  3. 3. We are Social! Digital, Social & Mobile in 2015, Simon Kemp
  4. 4. TOURISM  AND SOCIAL  NETWORKS
  5. 5. The Customer Journey in Tourism • The “Customer Journey” of a traveler  shows the importance of social media in the tourism industry • 52% of travelers use social media  before planning their trips  (Eye for Travel Social Media Study 2011) • Scaled social media distribution:  on average articles reach half of all  social referrals in 6,5h on Twitter and in  9h on Facebook  (Mary Meeker, Internet Trends 2014)
  6. 6. New Challenges for the Hotelier Hotelier complains:  25% less  bookings compared to last year   What to do? Obvious problem with advertising?  Social media is known, however: • How to use it for advertising? • Which channels should I use? • How to target my audience? • Are the users responding? • How can I measure it? • What should I post today? • Which content is best for new guests?
  7. 7. WHO  HAS  A  SOLUTION?
  8. 8. Inventor!
  9. 9. Advisors & Board of Directors Advisor,  Board of  Directors  Alexander  Wahler • Entrepreneur (i.a.seekda.com) • IT‐Expert • Domain‐Expert e‐tourism Inventor,  Board of  Directors Univ.‐Prof. Dr.  Dieter Fensel • Since 20 years one of the leading  researchers in the field of  semantic web • Professorship in Amsterdam,  Galway and Innsbruck • Co‐founder of DERI, seekda, STI  Innsbruck, and STI International
  10. 10. Management Team CEO Member of BoD Mag. Renate Leitner CTO Corneliu Stanciu Product Manager Deputy CEO Dr. Ioan Toma CFO Stephanie Falkner Sales Manager Manfred Jele
  11. 11. Development Team Developer Fabian Gasser Developer Benjamin Hilpolt Developer Carlos Romero Developer Benjamin Klotz Design Georgiev Venislav CTO Corneliu Stanciu
  12. 12. Solution Onlim Tell‐it! Create content yourself or use semi- automatically created posts from multiple content sources Editorial calendar, Multiple social channel management, Content adaption, Team collaboration Immediately information, immetidately response; Sentiment Analysis, Social Statistics and Monitoring Choose your content Manage your content Monitor your feedback
  13. 13. • Web‐based responsive SaaS solution  • Widgets for quick integration into existing webapplications • Connection of multiple content sources and semantic annotation of  content for automated processing • Automatism for content adaption for multiple social channels • Sentiment analysis for automated detection of topics  • Statistics to measure user feedback + „likes“ Onlim Tell‐it! Product details
  14. 14. Technical Innovation • Clear separation between content and channels • Automated semantic annotation of content based on information models • Rule‐based assignment of content to the channels • Analytics for evaluation of results and optimization of conversions Distribution of  content Content Sources Sentiment  Analysis +  Statistics Social network Internet 3.0/mobile  network/other
  15. 15. Competitors
  16. 16. Market Potential Sources:  • Amt der Tiroler Landesregierung, Landesstatistik und tiris “Der Tourismus im Winter 2012/2013 + Sommer 2013”  • Statistik Austria “Tourismusstatistik‐Bestandsstatistik 2014” • Tourismusbank “ÖHT Kennzahlen 2013 – Bilanzvergleich” • Steuerberatungskanzlei Pregenzer‐Frötscher, A‐6500 Landeck • Surveys with hotels and tourism associations
  17. 17. THE PRODUCT  ROLL‐OUT
  18. 18. • Software as a Service Modell (SaaS) • Setup and monthly fees • Customers are charged quarterly • 3 months agreements • Automatic product upgrades • 3 product categories • Freemium: Appetizer ‐ Conversion into Premium Customer • Premium: for 3+4 * Hotels • Ultra: for tourism boards and tourism service prodivers (e.g.  “cablecars”, golf clubs Business model
  19. 19. •Mid of July, 2015 •Already Hotels + Marketing Agencies connected as  Pilots •Silent Launch: New Interface, Editorial Calendar,  different Social Channels + 4‐5 Incoming  • Several Testings!!!!! •October, 2015 •Official Product Launch Roll‐out
  20. 20. Marketing: EAT YOUR OWN DOG FOOD Activity Q3/2015 Q4/2015 Q1/2016 Q2/2016 Q3/2016 Website Product description Online Demo News, Features, Studies News, Features, Studies News, Features, Studies Events Tirol Werbung Marketingday ITB Berlin TFF, Contentday Salzburg E-Brennpunkt Salzburg PR activities Econova, TT, Südt. Wirtschaftszeitung, Tourismuszukunft Econova, TT, Süd. Wirtschaftszeitung, Tourismuszukunft DACH focus on Austria Dach Schwerpunkt Ö Dach Social Media FB, Twitter, g+, Linkedin, Xing FB, Twitter, g+, Linkedin, Xing FB, Twitter, g+, Linkedin, Xing + Whatsapp + Whatsapp
  21. 21. THANK YOU FOR  YOUR ATTENTION! For more Information please visit us on or have a chat with me www.onlim.com office@onlim.com renate.leitner@onlim.com
  • inaomurchu

    Aug. 6, 2015

ALUMNI 2015_Online Marketing in the Touristic Sector, Renate Leitner

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