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E-Marketing tourism    destination 1 BEST PRACTICESCBI       September 2012       ::Onno Roukens
Onno Roukens, CBI consultant,E-marketing - Market Information                  • Working experience > 20                  ...
Internet and Tourism“Latest international research shows that more than 80% of travellers use the “net” extensively to pla...
Agenda0.    Introduction1.    Goal today2.   Internet strategy3.   Best practices4.   Next steps
1 Goal today Draft: • Action plan E-marketing destination plan • Content goal matrix                             Centre fo...
1 Goal today Draft: • E-marketing destination plan • Content goal matrix                            Centre for the Promoti...
1 Goal today Draft: • E-marketing destination plan • Content goal matrix                                  Centre for the P...
1 Goal today Draft: E-marketing destination plan        Content goal matrix                                   Centre for t...
2 Internet strategy Do you apply an internet strategy      or are you …. ” …having a website…..”
2 Internet strategy: Key success factors                                 Customer              Master                     ...
3 Best Practices
3.1 Homepage Australia.comHomepage• Convince in 8 seconds• Call to actions• Food for thought: Mega Menu• Unique Value Prop...
Advantages Mega menu?
San Francisco Travel: menu?
Graphics images and multimedia“Nine out of ten online travel buyers say online video influence                     their t...
Key trend: mobile / tablets
User generated Content
“33% of leisure travellers changed their hotels based     on what they read on blogs or other travel   related community s...
‘“Languages: plus IP’’
……: Images(
2 Best Practice: Overview pages –   Visit Scotland
3 Best Practice –- Fat Footer / Social media - VisitScotland
3 Best Practice –– Customized newsletter - VisitScotland
4 BP Web Writing      How do people read on the Internet?
4 …P – Web Writing Content
5 BP – Sales Process / Key clients – Visit Copenhagen
5 BP – Key Clients Offer travel Agents -                     VisitCopenhagen                Checlk also: http://www.newzea...
5 BP – Key Clients Offer New Zealand              Checlk also: http://www.newzealand.com/travel/trade/trade-homepage.cfm
5 BP – Guides - VisitCopenhagen
5 BP – My Guide - VisitCopenhagen
6 BP – Combined booking / Key Clients /   San Francisco
7 BP – Focus on Key Clients / San Francisco
8 BP – Youtube / San Francisco
9 BP – Slideshare Portugal
9 BP – Slideshare Portugal
10 BP – Booking Visit Scotland - Integration Trip advisor
10 BP – Booking Visit Scotland - Integration Trip advisor
11 BP – Obermutten - http://www.facebook.com/obermutten
Next steps
Next steps
Promoción on line mejore su competitividad a través de su página web
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Promoción on line mejore su competitividad a través de su página web

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  1. 1. E-Marketing tourism destination 1 BEST PRACTICESCBI September 2012 ::Onno Roukens
  2. 2. Onno Roukens, CBI consultant,E-marketing - Market Information • Working experience > 20 developing countries • Last year 150 tourism companies, trained and consultancy including specific WP template ( www.travel.globallycool.nl) • Assessment ColombiaTravel
  3. 3. Internet and Tourism“Latest international research shows that more than 80% of travellers use the “net” extensively to plan and organize their trip.”(Source: AustralianTourism Data Warehouse)
  4. 4. Agenda0. Introduction1. Goal today2. Internet strategy3. Best practices4. Next steps
  5. 5. 1 Goal today Draft: • Action plan E-marketing destination plan • Content goal matrix Centre for the Promotion of Imports from developing countries
  6. 6. 1 Goal today Draft: • E-marketing destination plan • Content goal matrix Centre for the Promotion of Imports from developing countries
  7. 7. 1 Goal today Draft: • E-marketing destination plan • Content goal matrix Centre for the Promotion of Imports from developing countries
  8. 8. 1 Goal today Draft: E-marketing destination plan Content goal matrix Centre for the Promotion of Imports from developing countries
  9. 9. 2 Internet strategy Do you apply an internet strategy or are you …. ” …having a website…..”
  10. 10. 2 Internet strategy: Key success factors Customer Master focus Unique Of Value Communication Proposition Objectives Usability Defined Goals Target compliant Groups Visibility Proactive Marketing Findability Engagement
  11. 11. 3 Best Practices
  12. 12. 3.1 Homepage Australia.comHomepage• Convince in 8 seconds• Call to actions• Food for thought: Mega Menu• Unique Value Proposition• Film / Images: the best / goal• App• User generated photos …• Focused on key customers•…
  13. 13. Advantages Mega menu?
  14. 14. San Francisco Travel: menu?
  15. 15. Graphics images and multimedia“Nine out of ten online travel buyers say online video influence their travel purchases”
  16. 16. Key trend: mobile / tablets
  17. 17. User generated Content
  18. 18. “33% of leisure travellers changed their hotels based on what they read on blogs or other travel related community sites” (Forrester Research)
  19. 19. ‘“Languages: plus IP’’
  20. 20. ……: Images(
  21. 21. 2 Best Practice: Overview pages – Visit Scotland
  22. 22. 3 Best Practice –- Fat Footer / Social media - VisitScotland
  23. 23. 3 Best Practice –– Customized newsletter - VisitScotland
  24. 24. 4 BP Web Writing How do people read on the Internet?
  25. 25. 4 …P – Web Writing Content
  26. 26. 5 BP – Sales Process / Key clients – Visit Copenhagen
  27. 27. 5 BP – Key Clients Offer travel Agents - VisitCopenhagen Checlk also: http://www.newzealand.com/travel/trade/trade-homepage.cfm
  28. 28. 5 BP – Key Clients Offer New Zealand Checlk also: http://www.newzealand.com/travel/trade/trade-homepage.cfm
  29. 29. 5 BP – Guides - VisitCopenhagen
  30. 30. 5 BP – My Guide - VisitCopenhagen
  31. 31. 6 BP – Combined booking / Key Clients / San Francisco
  32. 32. 7 BP – Focus on Key Clients / San Francisco
  33. 33. 8 BP – Youtube / San Francisco
  34. 34. 9 BP – Slideshare Portugal
  35. 35. 9 BP – Slideshare Portugal
  36. 36. 10 BP – Booking Visit Scotland - Integration Trip advisor
  37. 37. 10 BP – Booking Visit Scotland - Integration Trip advisor
  38. 38. 11 BP – Obermutten - http://www.facebook.com/obermutten
  39. 39. Next steps
  40. 40. Next steps

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