Ponencia realizada por Richard Veal de NEW MIND, sobre el caso de Éxito de la ciudad de Bath ( UK). Ponencia realizada el 20 de Enero de 2011 durante el evento OMTTech, presentación oficial de www.platma.org

1. Richard Veal, MD
Presentation to Fitur

2. Google Places vs DMO Site
DMO Sites Google Places

3. Considerations
Accessibility
Design
Delivery Usability
Experience Functionality
Journey Content
Indexability Browser
Compatibility

4. Project Process
Web Site Usability Evaluation Model
•Alessandro Inversini & Marianna de Pietro
•University of Lugano
Demo Link

5. Case Study: Visit Bath

6. Visitor Numbers
Title Text To Go Here
120,000
Unique Visitors
100,000
80,000
60,000
40,000
20,000
0
Nov 08 Oct 10
2 Years

7. Title Text To Go Bookings
Accommodation Here
900
750
600
Bookings
450
300
150
0
Nov 08 Oct 10
2 years

8. Booking Stats
1088

9. Demonstrable Impact
258

10. Booking Stats
>£179,000

11. Booking Stats
4,000 Bed Nights

12. Booking Stats
>£15,500
Commission
Month 1

13. Case Study: Liverpool
Title Text To Go Here

14. Initial Promotion
Title Text To Go Here
60,000
50,000
Unique Visitors
40,000
30,000
20,000
10,000
0
Jun 03 Nov 03 Mar 04 Feb 05
Month

15. Title TextwebGo Here
Range of To sites

16. Visitor Numbers
Title Text To Go Here
300,000
Unique Visitors
250,000
200,000
150,000
100,000
50,000
0
Jan 08 Aug 08
Month

17. Demonstrable Impact
170,000
6,000 £1.8m
£0.9m 90% 3
6 £10,000
Unique Booking % Call Outbound
Visitors Revenue Bookings Centre Call
Online Staff Spend

18. How is this achieved?
Alignment of stock available vs that searched for
Acquisition of inventory of the right type and price
Target traffic for accommodation bookings
Affiliate booking pages on key city gateways and events

19. Web Log Analysis
Accommodation Search Log Analysis
Link to Example Report

20. Flexibility
Indicative Availability Allocated Availability
Booking
Systems
Real-time Channel Mgrs

21. Aggregates
marketing
budgets
Justifiable Destination
public sector The Key profile is
activity DMO raised
Messages
Commission
Everyone
earned is re-
benefits
invested

22. Innovations – Web Ads

23. Innovations – MouseFlow

24. Innovations – iPhone App

25. Top 10 Travel App

26. Kiosk in
your hand
Knows
Visitor Pays where you
are
Special
True place
Offers
for reviews
Redemption

27. Thank you
Richard Veal – richard@newmind.co.uk