Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

When Marketing Becomes Digital - etourism forum

1,728 views

Published on

When marketing becomes digital in tourism. The etourism-forum presents excellent opportunity to link marketing in tourism in digital scape by N.Christodoulidou

Published in: Business, Technology
  • Be the first to comment

When Marketing Becomes Digital - etourism forum

  1. 1. Traditional Marketing Becomes Digital By Dr. Natasa Christodoulidou, Ph.D. California State University nchristodoulidou@csudh.edu E-Tourism Forum 2009
  2. 2. Background • Born in Nicosia • Moved to the US in 1992 • Received B.Sc., M.Acc., MBA and Ph.D. • Worked for various companies in the United States • Currently a faculty member at CSUDH in Marketing and keynote speaker for conferences around the world • Resides in Las Vegas, Nevada
  3. 3. Our world is changing! • Let us take a few minutes to watch the following video. • Sony played this video at their executive conference this year. Caution: It may leave you a little breathless. • http://www.youtube.com/watch?v=cL9Wu2kWwSY
  4. 4. SO WHAT DOES IT ALL MEAN? • China will soon become the #1 English Speaking Country in the world • China should be a target for promoting tourism and travel in the English language • Top 10 demand jobs did not exist in 2004 • This shows that we don’t know what type of professionals we want to attract in our tourism and travel market • Text messaging • Total number of messages sent and received every day exceeds the total population of earth • 1 out of 8 couples in the United States last year met online • Advertising space • There are over 200 million users in My Space • Potential advertising and exposure
  5. 5. Reaching your audience • To reach 50 million customers it took: • The Radio – 38 years • TV – 13 years • Internet – 4 years • Facebook – 2 years • So this question leads us to the bigger one which is how do we reach our audience for the Cyprus Market?
  6. 6. Travel Intermediaries • An online travel intermediary is an online travel agent that sells direct bookings with hotels, airlines, car rentals, etc. • Examples: • Expedia.com • Travelocity.com • Orbitz.com • Hotels.com • Studentuniverse.com
  7. 7. Travel Meta Sites • Travel meta search engines are a new generation of travel search engines • Examples: • TravelAxe.com • SideStep.com • Cheapflights.com • Kayak.com • Opportunity or threat to online travel agencies (OTAs)?
  8. 8. Metasite example
  9. 9. Popular Travel Meta Search Players Sidestep Kayak • Most established player • Fastest growing in space • Side-by-side comparisons • Goal to be comprehensive (all • Downloadable toolbar of the earth’s hotels) • Partnership with • Multi-city itineraries Amazon.com • Kayak Network marketing and • Established relationships advertising service with leading hotel • Buzz (history of user searches) companies • AOL/Pinpoint Travel alliances • Flight plus hotel (dynamic • Consumer-contributed content package) searches • Integration with AOL Instant • Search by activities Messenger • Affiliate and co-branded programs
  10. 10. Electronic Travel Distribution Pyramid Adapted from Brewer, Christodoulidou, and Rothenberger ? E-Meta Travel Sites E-Travel Sites Traditional Sales Channels, GDS, Group Sales, Consolidators Travel Products (hotel rooms, airline seats, rental cars etc.)
  11. 11. Looking at Travel Meta Search from a Hotelier’s Perspective PROS CONS • Another way to increase reach • Semi-direct model and visibility, especially with increased relationships forming • Increases threat of between meta search engines commoditization with added and popular Internet portals focus on price and comparison- shopping • Opportunity to attract unbranded customers • Distorts look-to-book ratios • Alternative to GDSs, GNEs, • May have adverse impacts to and OTAs, shifting power to RevPar brands (i.e., customers trading down) • Book direct allows brand to • May influence customers to build, own, and manage book with competitors and customer relationship third-party sites • Potentially cheaper distribution option (depending • Segment is still immature and upon contract terms) evolving • Segment is gaining interest • Still unclear if meta search is and some traction producing incremental • Opportunities to up-sell bookings or just redirecting customers when they arrive at bookings brand site • Consumers continue to shop multiple sites/services (upwards of 5 on average)
  12. 12. Summary • Use the power of E-Marketing to: • Attract new customer markets • Enhancing existing ones • Customer retention • Travel suppliers, Online Travel Agents, and Meta Search Engines will be fighting for control of the distribution process and ultimately the consumer • For more, on the details the customer side, please attend tomorrow’s presentation!
  13. 13. Thank You Follow-up questions or presentation requests can be emailed to (business cards also available): nchristodoulidou@csudh.edu Las Vegas Mobile number: +1 702 292 3952 Nicosia Mobile number: +99 55 49 49

×