23. GOOGLE.COM 32,60 40,00 33,20 28,10 33,48
HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35
RECOMMENDATIONS FROM FRIENDS AND 24,20 20,10 20,00 23,10 21,85
FAMILY INFORMATION FOUND ONLINE
OTHER 15,90 15,00 24,00 15,60 17,63
USER GENERATED CONTENT - REVIEW SITES, 20,80 13,00 18,90 7,00 14,93
BLOGS, COMMUNITIES THE HOTEL OR
OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55
ATTRACTION
OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93
VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45
VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20
OFFICE GUIDE BOOK
PRINTED 9,40 14,10 9,00 9,20 10,43
BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70
ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15
OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85
MANAGEMENT ORG.
BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63
NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20
HOLIDAY DESTINATION
NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35
TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13
TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33
TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
25. GOOGLE.COM 32,60 40,00 33,20 28,10 33,48
HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35
RECOMMENDATIONS FROM FRIENDS AND 24,20 20,10 20,00 23,10 21,85
FAMILY INFORMATION FOUND ONLINE
OTHER 15,90 15,00 24,00 15,60 17,63
USER GENERATED CONTENT - REVIEW SITES, 20,80 13,00 18,90 7,00 14,93
BLOGS, COMMUNITIES THE HOTEL OR
OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55
ATTRACTION
OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93
VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45
VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20
OFFICE GUIDE BOOK
PRINTED 9,40 14,10 9,00 9,20 10,43
BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70
ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15
OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85
MANAGEMENT ORG.
BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63
NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20
HOLIDAY DESTINATION
NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35
TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13
TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33
TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
26. GOOGLE.COM 32,60 40,00 33,20 28,10 33,48
HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35
RECOMMENDATIONS FROM FRIENDS AND 24,20 20,10 20,00 23,10 21,85
FAMILY INFORMATION FOUND ONLINE
OTHER 15,90 15,00 24,00 15,60 17,63
USER GENERATED CONTENT - REVIEW SITES, 20,80 13,00 18,90 7,00 14,93
BLOGS, COMMUNITIES THE HOTEL OR
OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55
ATTRACTION
OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93
VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45
VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20
OFFICE GUIDE BOOK
PRINTED 9,40 14,10 9,00 9,20 10,43
BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70
ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15
OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85
MANAGEMENT ORG.
BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63
NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20
HOLIDAY DESTINATION
NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35
TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13
TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33
TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
27. BETWEEN 60-70%
OF MARKETING
GOOGLE.COM 32,60 40,00 33,20 28,10 33,48
BUDGETSFROM FRIENDS AND
IN
HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35
DENMARK ARE
RECOMMENDATIONS
FAMILY INFORMATION FOUND ONLINE
OTHER
24,20
15,90
20,10
15,00
20,00
24,00
23,10
15,60
21,85
17,63
STILL BEING SPENT
USER GENERATED CONTENT - REVIEW SITES,
BLOGS, COMMUNITIES THE HOTEL OR
20,80 13,00 18,90 7,00 14,93
HERE
OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55
ATTRACTION
OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93
VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45
VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20
OFFICE GUIDE BOOK
PRINTED 9,40 14,10 9,00 9,20 10,43
BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70
ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15
OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85
MANAGEMENT ORG.
BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63
NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20
HOLIDAY DESTINATION
NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35
TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13
TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33
TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
28. WHERE AND
HOW DO YOU PLAN
GOOGLE.COM 32,60 40,00 33,20 28,10 33,48
TO SPEND YOUR AND
HAVING BEEN THERE BEFORE 34,60 28,80 29 37,00 32,35
MARKETING
RECOMMENDATIONS FROM FRIENDS
FAMILY INFORMATION FOUND ONLINE
OTHER
24,20
15,90
20,10
15,00
20,00
24,00
23,10
15,60
21,85
17,63
BUDGETS IN
USER GENERATED CONTENT - REVIEW SITES,
BLOGS, COMMUNITIES THE HOTEL OR
20,80 13,00 18,90 7,00 14,93
2011?
OFFICIAL WEBSITE FOR 11,10 19,90 10,70 16,50 14,55
ATTRACTION
OFFICIAL WEBSITE FOR A TRAVEL AGENT 15,50 12,50 10,50 17,20 13,93
VISITING A TRAVEL AGENCY 15,00 11,70 14,10 9,00 12,45
VISITING A DESTINATION MANAGEMENT ORG. 13,50 17,40 6,80 7,10 11,20
OFFICE GUIDE BOOK
PRINTED 9,40 14,10 9,00 9,20 10,43
BROCHURES PRESENTING AN AREA 10,90 6,70 9,30 3,90 7,70
ONLINE ADVERTISING 7,20 6,80 4,50 6,10 6,15
OFFICIAL WEBSITE FOR A DESTINATION 5,10 6,00 6,70 5,60 5,85
MANAGEMENT ORG.
BROCHURE ON A COUNTRY OR AREA 7,90 7,10 3,00 4,50 5,63
NEWSPAPER OR MAGAZINE ARTICLE ON A 8,00 4,80 5,50 2,50 5,20
HOLIDAY DESTINATION
NEWSPAPER OR MAGAZINE ADVERTS 3,50 2,50 1,30 2,10 2,35
TRAVEL CONVENTION 3,50 2,50 1,30 1,20 2,13
TRAVEL PROGRAMS ON TV 1,30 1,40 1,30 1,30 1,33
TV ADVERTISING 0,80 0,20 1,50 0,60 0,78
94. CHOICEHOTELS.COM
“Comfort Hotel Østerport is a
hotel full of atmosphere and
only a few years ago totally
renovated, so today it appears
in a fresh and modern style.”
95.
96. GONE ARE THE DAYS WHEN WE
COULD CHEAT IN BROCHURES
117. OS UM UP
T
UNDERSTANDING PEOPLE IS JUST AS IMPORTANT
AS UNDERSTANDING THE TECHNOLOGY
THINK ABOUT THE WHOLE EXPERIENCE
BEFORE - DURING - AFTER
PUT ASIDE TIME AS WELL AS MONEY IN THE
MARKETING BUDGET FOR SOCIAL MEDIA