Airbnb is a peer-to-peer online marketplace and homestay network enabling people to list or rent short-term lodging in residential properties, with the cost of such accommodation set by the property owner. In the report, Airbnb’s marketing techniques, i.e., social media, content and inbound marketing are shown with their creativity in marketing which helped them in growing and getting and reaching maximum hosts and travelers.
- Airbnb's social media priorities for 2017 are growing its online following and community to support revenue goals. Major strategies include increasing content publishing, developing posts on niche networks, and encouraging conversation.
- An audit found Facebook as the primary network with 5.3M followers but all networks need more frequent posting. The target audience is 18-30 year olds seeking affordability and experiences. Competitors have strong profiles but lack engagement.
- Objectives are increasing unique visitors and followers across platforms while spreading brand messages of unique trips and local experiences. The brand voice is friendly, resourceful, and kind.
Astronaut is an integrated marketing agency, providing a multi-discipline service for the world wide tourism industry with the aim to attract more Chinese travelers.
Our international experienced team of marketing professionals, managed by Austrian Astronaut founder Michael Kaltenhauser, provides a high standard of quality work and reliable services in China.
Booking.com is the world's largest online accommodation booking site, founded in 1996 in Amsterdam. It has over 8,600 employees and 155 offices worldwide supporting 600,000 properties in 212 countries. 50% of bookings are made on mobile devices and Booking.com sees 800,000 room nights booked every 24 hours through its site and mobile apps. The company provides easy booking of hotels, homes, and other properties for travelers while only receiving commission on bookings from partners that it brings.
TPAS2020 Selling more Tours&Activities online: Get ready for the market recoveryTravelpayouts
Fernando Santos and Roberto Di Giacomo from Musement shared everything about the Tours & Activities segment. You’ll know the reason why people travel, the size of the segment, when people book (and the importance of mobile), and why tours and activities link well with inspiration. Also, Fernando and Roberto gave some thoughts about the expected recovery of travel marketing in 2021 and shared tips about selling tours online.
Watch the workshops and lectures from TPAS2020: https://tp.click/1sF
SOCIAL / LINKS
➡ Facebook: https://www.facebook.com/travelpayouts.official
➡ LinkedIn: https://www.linkedin.com/company/travelpayouts
➡ Twitter: https://twitter.com/travelpayouts
➡ Support: support@travelpayouts.com
Booking.com Hackathon All Women Edition - She's Safe by The NomadsSophia Perl
Based on validated safety concerns and travel trends, we believe that changing the booking and trip experience to being more focused on personal safety for female travelers will increase use. Personal safety-focused features where users: make informed decisions, create a personal safety net, and provide worry-free updates
This document discusses Airbnb as an example of a niche market that has expanded significantly. It analyzes Airbnb's marketing strategies that have enabled this growth, including targeting customers seeking authentic experiences, using hashtags and video in campaigns, personalizing search results, and integrating additional travel services. The document also notes challenges like negative press over tax avoidance issues.
Dragon Trail Interactive is an award-winning digital marketing agency focused exclusively on Chinese outbound tourism. Find out how we can help your destination or travel-focused business attract Chinese tourists through outstanding digital initiatives, including social media, websites, B2B marketing and more.
Airbnb is a peer-to-peer online marketplace and homestay network enabling people to list or rent short-term lodging in residential properties, with the cost of such accommodation set by the property owner. In the report, Airbnb’s marketing techniques, i.e., social media, content and inbound marketing are shown with their creativity in marketing which helped them in growing and getting and reaching maximum hosts and travelers.
- Airbnb's social media priorities for 2017 are growing its online following and community to support revenue goals. Major strategies include increasing content publishing, developing posts on niche networks, and encouraging conversation.
- An audit found Facebook as the primary network with 5.3M followers but all networks need more frequent posting. The target audience is 18-30 year olds seeking affordability and experiences. Competitors have strong profiles but lack engagement.
- Objectives are increasing unique visitors and followers across platforms while spreading brand messages of unique trips and local experiences. The brand voice is friendly, resourceful, and kind.
Astronaut is an integrated marketing agency, providing a multi-discipline service for the world wide tourism industry with the aim to attract more Chinese travelers.
Our international experienced team of marketing professionals, managed by Austrian Astronaut founder Michael Kaltenhauser, provides a high standard of quality work and reliable services in China.
Booking.com is the world's largest online accommodation booking site, founded in 1996 in Amsterdam. It has over 8,600 employees and 155 offices worldwide supporting 600,000 properties in 212 countries. 50% of bookings are made on mobile devices and Booking.com sees 800,000 room nights booked every 24 hours through its site and mobile apps. The company provides easy booking of hotels, homes, and other properties for travelers while only receiving commission on bookings from partners that it brings.
TPAS2020 Selling more Tours&Activities online: Get ready for the market recoveryTravelpayouts
Fernando Santos and Roberto Di Giacomo from Musement shared everything about the Tours & Activities segment. You’ll know the reason why people travel, the size of the segment, when people book (and the importance of mobile), and why tours and activities link well with inspiration. Also, Fernando and Roberto gave some thoughts about the expected recovery of travel marketing in 2021 and shared tips about selling tours online.
Watch the workshops and lectures from TPAS2020: https://tp.click/1sF
SOCIAL / LINKS
➡ Facebook: https://www.facebook.com/travelpayouts.official
➡ LinkedIn: https://www.linkedin.com/company/travelpayouts
➡ Twitter: https://twitter.com/travelpayouts
➡ Support: support@travelpayouts.com
Booking.com Hackathon All Women Edition - She's Safe by The NomadsSophia Perl
Based on validated safety concerns and travel trends, we believe that changing the booking and trip experience to being more focused on personal safety for female travelers will increase use. Personal safety-focused features where users: make informed decisions, create a personal safety net, and provide worry-free updates
This document discusses Airbnb as an example of a niche market that has expanded significantly. It analyzes Airbnb's marketing strategies that have enabled this growth, including targeting customers seeking authentic experiences, using hashtags and video in campaigns, personalizing search results, and integrating additional travel services. The document also notes challenges like negative press over tax avoidance issues.
Dragon Trail Interactive is an award-winning digital marketing agency focused exclusively on Chinese outbound tourism. Find out how we can help your destination or travel-focused business attract Chinese tourists through outstanding digital initiatives, including social media, websites, B2B marketing and more.
Piiine is an early-stage Russian startup that helps users find and book hotels along driving routes. It has 4 employees and became profitable in 2014. Piiine's algorithm searches over 400,000 hotels from partners like Booking.com along specified routes. Users can create shared wishlists of route hotels that generate commissions when others book from them. Piiine sees its niche as road trippers planning multi-stop drives, with an initial focus on domestic Russian travelers.
Trivago - one of the largest hotel search enginesaumya2503
Trivago - one of the largest hotel search engine, is a german comany. Here the business model, features, marketing straegies and financial statements of Trivago is discussed.
Dragon Trail is the leading travel technology and digital marketing company in China that helps international travel and tourism organizations connect to Chinese consumers.
Dragon Trail leverages the internet and social media in China to spread brand messages of our clients, and help our clients execute results-driven digital marketing campaigns. Dragon Trail does not replace travel agencies, either online or offline, for travel bookings. Instead, we help our clients increase brand awareness in China by generating buzz about their products and services using online influencer marketing and social media campaigns.
Dragon Trail develops and licenses proprietary technologies for the travel industry, including trip planning, group travel portals, hotel and flight search applications, social media applications, mobile applications and e-Learning systems. These technologies enable travel companies to engage Chinese consumers and the Chinese travel trade alike.
Dragon Trail, registered in Beijing with offices in Beijing and Shanghai, was founded by leading experts in the business use of social media, e-marketing, revenue management and online travel distribution from North America, Europe and China. Dragon Trail also publishes industry news and analysis web site ChinaTravelTrends.com.
The competition for Chinese travelers is ever increasing and is expected to continue to be so in the coming years, it is vitally important for companies serious about the China market to start build and grow a solid online presence in China today. And we are here to help you.
Top 6 Tips to Market to Affluent Chinese Consumers - Dragon Trail ChinaDragon Trail
TOP 6 TIPS FOR MARKETING TO AFFLUENT CHINESE CONSUMERS
1. Understand the Chinese Consumer
2. Leverage the Internet as a Medium
3. Develop a Relevant Chinese Website
4. Be Social to Connect
5. Build Relationships via Engagement
6. Execute a Holistic Strategy
DRAGON TRAIL is the leading travel technology and digital marketing company in China that helps international travel
and tourism organizations connect to Chinese consumers.
Retos de la comunicación digital: marketing, audiencias, contenidos y omni-canal.
Miguel Parra, Director de Desarrollo de Negocio.
Customer Experience en Oracle para España y Portugal.
The first and only complete China solution for travel and tourism organizations. A Partnership between COTRI & Dragon Trail, the publishers of ChinaTravelTrends.com.
Win-Chinese-Tourists offers for the first time such a one-stop solution which provides you with all you need for success in the Chinese market: How to make them satisfied with your services, how to spread the word and how to turn demand into bookable offers.
Tripwolf is an Austrian travel website launched in 2008 that allows users to share travel tips, reviews, and information. It combines professional travel content with user-generated reviews and experiences. Boo.com was a British travel site launched in 1999 that spent $135 million but shut down after 18 months. It returned with user reviews and a social focus. Both sites provide personalized travel guides and advice from other travelers to help users plan trips. They generate revenue through advertising, subscriptions, and partnerships with travel companies.
This document introduces Holi-swAP, an app that allows travelers to swap experiences at different hotels. It aims to provide travelers with new activities to reduce boredom and enhance their holidays. The app will partner with hotels, who can gain new customers and feedback through the experience swaps. Financial backers are sought to develop the app, launch a marketing campaign, and generate revenue through hotel listings and in-app advertising. The target market is package holidaymakers, and statistics show strong demand for all-inclusive resorts and a willingness to return to familiar locations.
Social Local Mobile marketing techniques are becoming increasingly important for businesses. The document discusses how hotels can use platforms like Foursquare, Facebook and Instagram to connect with customers and promote special offers. It also provides examples of how The Ritz-Carlton and NH Hotels are effectively using these strategies. In addition, the document notes that other industries like banking and auto dealerships can benefit from social media apps to attract new customers and increase sales.
The document introduces the OURTOR app, which aims to revolutionize the tour industry. The app will allow tourists to access audio tours of locations written by tour guides, authors, and organizations. Tourists will be able to select a tour on the app and take it either via taxi or on foot. The app's creators expect it will generate income for tour providers and become the standard for finding and taking tours, similar to how Uber is used for taxis. They are seeking early adopters to publish tours on the app.
- Expedia operates the world's largest online travel platform, with $88 billion in gross bookings in 2017. It has significant scale and a portfolio of leading brands reaching 675 million monthly visitors globally.
- The company harnesses technological advantages like loyalty programs, mobile applications, and artificial intelligence to drive repeat customers and differentiate itself competitively.
- Expedia has an opportunity to continue taking market share in the huge $1.6 trillion global travel industry, where it currently captures only 12% compared to competitors capturing 40-46%.
Digital Marketing for Hotels, Resorts & Restaurant 2020ClaritoCruz1
This document provides a comprehensive guide to online marketing for hotels, resorts, and restaurants in 2020. It discusses the importance of digital marketing and having an online presence. It also outlines some key challenges independent hotel owners face, such as lack of resources, awareness of technology, budget constraints, and unwillingness to embrace technology. Additionally, it covers current market trends, developing a digital marketing strategy, types of travelers to target, areas of focus for hotel digital marketing including social media, content, email, messenger, and visual marketing.
Social Media Trends for Tourism Boards in 2015Rafat Ali
This presentation benchmarks 2014 social media activity among DMOs, highlights which metrics matter on social media, and examines several practical case studies.
TPAS2020 How to sell more rooms with Booking.com: Search ExtensionTravelpayouts
This document provides information on how partners can use Booking.com's Search Extension tool to drive more bookings. The Search Extension allows customers to have an active Booking.com search open as a new browser tab when they search on a partner's platform. This has potential to boost engagement, drive awareness for customers with intent to book, and provide a complete travel experience. Implementation involves adding a piece of JavaScript provided by Booking.com. Partners who have used the Search Extension see an average potential uplift of 100-200% in bookings.
The document discusses how hotels can use social media, location-based services, and mobile technologies (Social Local Mobile or SoLoMo) to market to customers. It provides examples of how the Ritz-Carlton and NH Hotels have successfully used platforms like Foursquare and Instagram in their marketing strategies. The Ritz-Carlton launched a unique concierge service on Foursquare to provide travel tips to guests, while NH Hotels held a photo contest on Instagram around their "Wake Up" theme. However, the document notes that while these strategies engage customers, the Ritz-Carlton may be missing out on some audiences and NH Hotels could better promote staying at their hotels.
Hotels are increasingly using social media to market to and engage with customers. The document discusses how hotels can use platforms like Facebook, Twitter, YouTube, and blogs to provide travel information, offer discounts and promotions, run contests and giveaways, and respond to customer reviews to both attract new customers and build loyalty. It also provides examples of how major hotel brands like Marriott, Kimpton, InterContinental, and Wyndham are leveraging social media through tactics like video postcards, hashtag contests, and rewards for followers.
Champion League - Presentation by Peter Vinnemeier, Founder & MD of Trivago at the NOAH 2012 Conference in London, Old Billingsgate on the 6th of November 2012.
This document provides an audit and strategy for Airbnb's social media presence in 2017. It includes an assessment of current social media platforms, objectives to increase engagement and followers, and key dates. The strategy involves using paid, owned and earned media. Measurement will track website traffic, social media metrics and sentiment analysis. The plan aims to differentiate Airbnb through community building and sharing experiences across multiple platforms.
The travel industry continues to experience changes, stemming from travelers' interest in a more authentic travel experience, comfortable prices and convenience - as well as from technologies which enable companies to respond to these needs. Competitors in the market - including hotels, OTAs, apartment rentals, aggregators and search engines - turn to digital to enhance their offering before, during and after the traveler's journey.
Webinar - The Future of European Tour OperatorsRateGain®
Europe is cautiously but surely opening up after the first wave of COVID-19. With the upcoming summer holidays, tour operators would be looking to reorient their strategy to tap into the domestic demand and maximize revenue.
European Travel and Hospitality leaders Decode The Future of Tour Operators in the Region.
Piiine is an early-stage Russian startup that helps users find and book hotels along driving routes. It has 4 employees and became profitable in 2014. Piiine's algorithm searches over 400,000 hotels from partners like Booking.com along specified routes. Users can create shared wishlists of route hotels that generate commissions when others book from them. Piiine sees its niche as road trippers planning multi-stop drives, with an initial focus on domestic Russian travelers.
Trivago - one of the largest hotel search enginesaumya2503
Trivago - one of the largest hotel search engine, is a german comany. Here the business model, features, marketing straegies and financial statements of Trivago is discussed.
Dragon Trail is the leading travel technology and digital marketing company in China that helps international travel and tourism organizations connect to Chinese consumers.
Dragon Trail leverages the internet and social media in China to spread brand messages of our clients, and help our clients execute results-driven digital marketing campaigns. Dragon Trail does not replace travel agencies, either online or offline, for travel bookings. Instead, we help our clients increase brand awareness in China by generating buzz about their products and services using online influencer marketing and social media campaigns.
Dragon Trail develops and licenses proprietary technologies for the travel industry, including trip planning, group travel portals, hotel and flight search applications, social media applications, mobile applications and e-Learning systems. These technologies enable travel companies to engage Chinese consumers and the Chinese travel trade alike.
Dragon Trail, registered in Beijing with offices in Beijing and Shanghai, was founded by leading experts in the business use of social media, e-marketing, revenue management and online travel distribution from North America, Europe and China. Dragon Trail also publishes industry news and analysis web site ChinaTravelTrends.com.
The competition for Chinese travelers is ever increasing and is expected to continue to be so in the coming years, it is vitally important for companies serious about the China market to start build and grow a solid online presence in China today. And we are here to help you.
Top 6 Tips to Market to Affluent Chinese Consumers - Dragon Trail ChinaDragon Trail
TOP 6 TIPS FOR MARKETING TO AFFLUENT CHINESE CONSUMERS
1. Understand the Chinese Consumer
2. Leverage the Internet as a Medium
3. Develop a Relevant Chinese Website
4. Be Social to Connect
5. Build Relationships via Engagement
6. Execute a Holistic Strategy
DRAGON TRAIL is the leading travel technology and digital marketing company in China that helps international travel
and tourism organizations connect to Chinese consumers.
Retos de la comunicación digital: marketing, audiencias, contenidos y omni-canal.
Miguel Parra, Director de Desarrollo de Negocio.
Customer Experience en Oracle para España y Portugal.
The first and only complete China solution for travel and tourism organizations. A Partnership between COTRI & Dragon Trail, the publishers of ChinaTravelTrends.com.
Win-Chinese-Tourists offers for the first time such a one-stop solution which provides you with all you need for success in the Chinese market: How to make them satisfied with your services, how to spread the word and how to turn demand into bookable offers.
Tripwolf is an Austrian travel website launched in 2008 that allows users to share travel tips, reviews, and information. It combines professional travel content with user-generated reviews and experiences. Boo.com was a British travel site launched in 1999 that spent $135 million but shut down after 18 months. It returned with user reviews and a social focus. Both sites provide personalized travel guides and advice from other travelers to help users plan trips. They generate revenue through advertising, subscriptions, and partnerships with travel companies.
This document introduces Holi-swAP, an app that allows travelers to swap experiences at different hotels. It aims to provide travelers with new activities to reduce boredom and enhance their holidays. The app will partner with hotels, who can gain new customers and feedback through the experience swaps. Financial backers are sought to develop the app, launch a marketing campaign, and generate revenue through hotel listings and in-app advertising. The target market is package holidaymakers, and statistics show strong demand for all-inclusive resorts and a willingness to return to familiar locations.
Social Local Mobile marketing techniques are becoming increasingly important for businesses. The document discusses how hotels can use platforms like Foursquare, Facebook and Instagram to connect with customers and promote special offers. It also provides examples of how The Ritz-Carlton and NH Hotels are effectively using these strategies. In addition, the document notes that other industries like banking and auto dealerships can benefit from social media apps to attract new customers and increase sales.
The document introduces the OURTOR app, which aims to revolutionize the tour industry. The app will allow tourists to access audio tours of locations written by tour guides, authors, and organizations. Tourists will be able to select a tour on the app and take it either via taxi or on foot. The app's creators expect it will generate income for tour providers and become the standard for finding and taking tours, similar to how Uber is used for taxis. They are seeking early adopters to publish tours on the app.
- Expedia operates the world's largest online travel platform, with $88 billion in gross bookings in 2017. It has significant scale and a portfolio of leading brands reaching 675 million monthly visitors globally.
- The company harnesses technological advantages like loyalty programs, mobile applications, and artificial intelligence to drive repeat customers and differentiate itself competitively.
- Expedia has an opportunity to continue taking market share in the huge $1.6 trillion global travel industry, where it currently captures only 12% compared to competitors capturing 40-46%.
Digital Marketing for Hotels, Resorts & Restaurant 2020ClaritoCruz1
This document provides a comprehensive guide to online marketing for hotels, resorts, and restaurants in 2020. It discusses the importance of digital marketing and having an online presence. It also outlines some key challenges independent hotel owners face, such as lack of resources, awareness of technology, budget constraints, and unwillingness to embrace technology. Additionally, it covers current market trends, developing a digital marketing strategy, types of travelers to target, areas of focus for hotel digital marketing including social media, content, email, messenger, and visual marketing.
Social Media Trends for Tourism Boards in 2015Rafat Ali
This presentation benchmarks 2014 social media activity among DMOs, highlights which metrics matter on social media, and examines several practical case studies.
TPAS2020 How to sell more rooms with Booking.com: Search ExtensionTravelpayouts
This document provides information on how partners can use Booking.com's Search Extension tool to drive more bookings. The Search Extension allows customers to have an active Booking.com search open as a new browser tab when they search on a partner's platform. This has potential to boost engagement, drive awareness for customers with intent to book, and provide a complete travel experience. Implementation involves adding a piece of JavaScript provided by Booking.com. Partners who have used the Search Extension see an average potential uplift of 100-200% in bookings.
The document discusses how hotels can use social media, location-based services, and mobile technologies (Social Local Mobile or SoLoMo) to market to customers. It provides examples of how the Ritz-Carlton and NH Hotels have successfully used platforms like Foursquare and Instagram in their marketing strategies. The Ritz-Carlton launched a unique concierge service on Foursquare to provide travel tips to guests, while NH Hotels held a photo contest on Instagram around their "Wake Up" theme. However, the document notes that while these strategies engage customers, the Ritz-Carlton may be missing out on some audiences and NH Hotels could better promote staying at their hotels.
Hotels are increasingly using social media to market to and engage with customers. The document discusses how hotels can use platforms like Facebook, Twitter, YouTube, and blogs to provide travel information, offer discounts and promotions, run contests and giveaways, and respond to customer reviews to both attract new customers and build loyalty. It also provides examples of how major hotel brands like Marriott, Kimpton, InterContinental, and Wyndham are leveraging social media through tactics like video postcards, hashtag contests, and rewards for followers.
Champion League - Presentation by Peter Vinnemeier, Founder & MD of Trivago at the NOAH 2012 Conference in London, Old Billingsgate on the 6th of November 2012.
This document provides an audit and strategy for Airbnb's social media presence in 2017. It includes an assessment of current social media platforms, objectives to increase engagement and followers, and key dates. The strategy involves using paid, owned and earned media. Measurement will track website traffic, social media metrics and sentiment analysis. The plan aims to differentiate Airbnb through community building and sharing experiences across multiple platforms.
The travel industry continues to experience changes, stemming from travelers' interest in a more authentic travel experience, comfortable prices and convenience - as well as from technologies which enable companies to respond to these needs. Competitors in the market - including hotels, OTAs, apartment rentals, aggregators and search engines - turn to digital to enhance their offering before, during and after the traveler's journey.
Webinar - The Future of European Tour OperatorsRateGain®
Europe is cautiously but surely opening up after the first wave of COVID-19. With the upcoming summer holidays, tour operators would be looking to reorient their strategy to tap into the domestic demand and maximize revenue.
European Travel and Hospitality leaders Decode The Future of Tour Operators in the Region.
This document provides an overview of the online travel industry in Europe. It discusses the major players in online travel booking, including Priceline and Expedia which control over 60% of the European OTA market. While online bookings are growing, over 60% of travel bookings are still made offline. The document also covers trends in meta-search, hotel and alternative accommodation booking platforms, peer-to-peer rental services like Airbnb, packaged tour operators, and B2B travel tools. It identifies several companies that are leaders or emerging players in these various travel segments.
5 important US hotel and travel trends with the power to shape 2016SiteMinder
Are travellers planning to dedicate more time to vacations? Which destinations are on must-visit lists? And what technology trends are impacting the way they behave from initial search through to actual experience?
SiteMinder recently partnered with the California Hotel and Lodging Association to answer some of these questions with hoteliers joining an online webinar to learn more about the top travel trends that hotels, just like yours, should be planning for in 2016.
This document provides an overview of the online travel industry, including:
- Online travel bookings totaled $1.3 trillion globally in 2015, with over $450 billion booked online.
- Priceline and Expedia dominate the online travel agency market with over 60% share in Europe.
- While online accounts for a large portion of certain segments like low-cost airlines, the majority of travel segments are still over 60% dependent on offline and other channels for bookings.
- There is significant opportunity remaining for online migration across hotels, tours, and other segments that remain heavily reliant on offline bookings. New developments like meta-search and on-demand/personalized travel are helping
This document discusses the effects of the internet on travel and how consumers, intermediaries, and suppliers have adapted. Some key points:
- The internet has changed how people search for and book travel, with many now booking directly online rather than through travel agents.
- Online travel agencies like Expedia have seen significant growth and now compete directly with airlines and hotels for bookings.
- Travel suppliers have had to develop an online presence to reach customers searching and booking online. Working with sites like Expedia gives suppliers global distribution and access to their customer base.
- Data shows a "billboard effect" where being listed on Expedia and other sites drives additional direct bookings to the supplier's own
This document discusses the importance of localization for the online travel and hospitality industry. It notes that travelers now have access to vast amounts of content from around the world when planning trips. To remain competitive, companies in this sector must localize all of their content into the languages their customers use. The document then discusses some key drivers of localization for this industry, including the growth of multimedia content like videos, the high volume of user-generated content, and the use of multiple devices and platforms throughout the travel planning and booking process. Localization techniques like text-to-speech, machine translation, and technical documentation translation are described as important for reaching global audiences.
Unbreak the Fragmentation: The hotelier movement toward the single screenSiteMinder
Much is said today about the hotel guest experience. But what about the hotelier experience?
With its uniquely-central position in the hospitality industry, SiteMinder today enables the masses with user-led experiences that sit at the root of all functional requirements, as well as actionable data that drives both yield and occupancy for properties of all types and sizes.
What effect does fragmented distribution, user content and dynamic pricing have on a hotel’s holistic merchandising efforts? And on guest satisfaction? How can digital marketing and sales be executed at lower costs and in a fraction of the time often spent now, with fewer mistakes? Time is money!
As SiteMinder marks its 10th year in the travel scene, David Chestler looks at the evolved, complex needs of the modern hotelier and the unstoppable movement toward: The simple. The end-to-end solution. The single screen.
During this presentation, David will touch on the personalisation and localisation of products and service, the consolidation of big data and the industry, the first step of the journey for the hotel of 2020, and much more.
This document discusses opportunities to grow tourism in the Pelion region of Greece through improved online presence and cooperation between local businesses. Key points include:
- Tourism to Pelion is growing slowly but visitors on average spend less and occupancy rates are low except for two months.
- Pelion's natural beauty and cultural attractions could appeal more to cultural and eco-tourists but it is difficult for potential visitors to find information and make bookings online.
- By working together through a cooperative, local businesses could improve Pelion's online content and offerings, helping attract more visitors while also extending the tourism season and increasing visitor spending.
- The proposed "Pelion Paradise" cooperative model would centralize online booking and packages while allowing
Meta-search engines provide consumers a time-saving solution for searching for the best deal, through aggregation of multiple hotel, flight and other travel sources into one website. With new competitors leveraging data at the top of the funnel, meta-search engines turn to new services and monetization strategies.
In 2014, they are looking at 14 trends they think it will drive travel industry and consumers this year and beyond. Design, user experience, data, and ease of travel will define travel trends in 2014, and the14 trends reflect that.
The document discusses how to reach Chinese independent travelers (FITs) online by managing a presence on major Chinese digital platforms like Ctrip, Mafengwo, Qyer, Weibo, and WeChat through content marketing, advertising, and customer service features. It also highlights the rise of video, live streaming, and mobile news apps as important new digital channels for travel brands to engage Chinese travelers.
Digital customer engagement is a critical success factor for market players in the travel sector. Switching between brands has never been easier for travelers. That's why it's critical for marketing and digital experts to offer a differentiated customer experience (CX) to better meet the consumers changing expectations for engagement with brands.
Today's digital solutions need to be built around customer engagement to provide an optimal and omni-channel CX. While the boundaries between physical and digital trade are increasingly blurred, strong brands understand they need to offer the best possible customer engagement tools.
In this new report, Redefining Digital CX in the Online Tourism, you'll explore the latest best practices for digital strategies: among them, conversational marketing approaches to bring back a human touch to the heart of the customer experience.
The Smart Hotelier’s Guide to 2017 Digital Marketing Budget PlanningTuristenístico
This document provides recommendations for creating a 2017 digital marketing budget for the hospitality industry. It discusses key factors to consider, including the importance of direct bookings and reaching consumers across devices. It recommends organizing the budget into three categories: year-round direct response marketing, seasonal/targeted campaigns, and assets/strategy/operations. For year-round initiatives, it recommends investing in search engine optimization, search engine marketing, display advertising, email marketing, and data-driven personalized marketing. The document provides best practices and considerations for each initiative.
This document discusses trends, challenges and best practices for destination marketing on the web. Some key points include:
- The internet is increasingly important for travel research and purchases, though not all travel is booked online yet. Mobile usage is growing rapidly.
- Destination marketing organizations need to adapt by shifting more budgets online, engaging audiences on social media, and measuring results better.
- Examples of successful social media campaigns by tourism boards include using games, augmented reality, mobile apps, user generated content and crisis response on social platforms.
- Best practices for DMOs include optimizing websites, engaging audiences, integrating strategies, focusing on conversions and defining clear metrics.
MonMaps is for people enthusiastic about travelling: it is an enriched experience in passing local knowledge, such as favourite points of interest, recommended tours or hidden treasures.
As we like to say, MonMaps “lets your friends see the city through your eyes”, thanks to eye-catching maps made by you, with your customised content, styles and themes.
Get creative and share your Must-See places with the people you care about.
The document provides a marketing plan for a Hometripping Android app in India. It outlines opportunities in the hotel industry with the rise of online bookings and mobile usage. The app connects travelers with local hosts for affordable authentic stays. The plan details target consumers, collaborators, value propositions, and tactics like pricing, revenue streams, and communication channels. Implementation focuses on social media marketing, word of mouth, print ads, and regular app updates/incentives to gain users.
From big data to personalization, a new year brings new advancements in technology and marketing strategy. Learn what hotels and hospitality brands can expect for the year to come.
Presenting "Digital Revolution in Tourism Marketing" at Small Hotels Association of Turkey Meeting on January 29th, 2014
- Welcome to Digital Revolution in Internet and Social Media
- New Digital Marketing Trends in Tourism
- New Technologically Empowered Traveler / Consumer
- Power of Word-Of-Mouth and Viral Effect in Digital
- Change is Inavitable
- Increasing Traveler Expectations
- eTourism Innovation
- New Tourism
- Increasing Resources for Travel Ispirations and Travel Planning
- Internet's Effect in Inspiring New Travel
- Change in Travel Habits and Behaviors
- Comparison Travel Shopping
- Use of Multi-Devices in Research, Booking and Check-in
- Power of User Reviews and Comments
- Loyalty Programs Effect in Tourism
- New Demographics of Affluent Travelers
- Interest in Untraditional Methods of Lodging and Transportation
- Effect of Quality Travel Content, Stunning Visuals and Videos
- Social Media Usage of European Travel Market
- Local Online Micro-Platforms for Increasing Tourism
- Cross-Integration of Social Media Channels
- Responsive Platforms Accross all Devices
- Instant Mobile Accessibility
- Providing Attractive Local Offers, Deals and Experiences
- Power of Personal and Friendly Interaction Methods
- Hight Effect of 360 Degree Creative Travel Campaigns
- Continuous SEO & SEM
- User Registrations and Subscriptions for Periodical Newsletters and Instant Travel Deals
- Collecting, Storing and Using Traveler / Visitor Data
- Additional Consumer Oriented Functionality: Online Visitor Assistance, Online Chats, Online / Mobile Check-Ins
- Extensive Use of Maps and Search
- Use of QR Codes
- Top Citation Sources for Hotels
- Digital Marketing Options for Small Businesses based on Cost and Effort Level
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"Дигиталният маркетинг преди и след Covi-19"
1. Digital Marketing
Pre- and Post-COVID
17.02.2021
Дигиталният маркетинг в туризма
преди и след Covid-19
Max Starkov
2. MAX STARKOV
Hello. Nice to meet you!
Digital Marketing & Hospitality Tech Strategist
Adjunct Professor, Hospitality Technology, NYU University, New York
3.
4. Experts
150 I n - H o u s e
h o s p i t a l i t y
i n d u s t r y f o c u s e d
e x p e r t s
COST
4.5%
Av e r a g e D i r e c t
D i s t r i b u t i o n C o s t
40 years in a single slide
COST
4.5%
Av e r a g e D i r e c t
D i s t r i b u t i o n C o s t
NYC
D i r e c t o r : B G N TO
P r e s + C E O
B a l k a n H o l i d a y s U S A
B a l k a n t o u r i s t U S A
A E V, S of i a Tr a v e l
2001-2020
NYC+Global
NextGuest
F o u n d e r, C E O,
D i r e c t o r
H o t e l D i g i t a l Te c h
C R M Te c h
D i g i t a l M a r k e t i n g
S of i a U : B S a n d M S
i n To u r i s m St u d i e s
F o r d h a m U : M B A
E - C o m m e r c e
Bulgaria
S u n n y B e a c h : 4
s e a s o n s ,
Pa m p o r o v o : 1 s e a s o n
K T : I n t ’ l E v e n t s
V TO B a l k a n t o u r i s t
1999-2001
NYC+SV
WhaleMedia
Tech
F o u n d e r + C E O
H o t e l C R S a n d
W B E Te c h
1996-1999
NYC
TravelBreak.com
F o u n d e r + C E O
O n l i n e Tr a v e l
M a r ke t p l a c e
Education
NYU School of Hospitality: Adjunct Professor 20 semesters since
5. Food for
Thought
Mobile Subscribers: 5.7 billion in 2023
(71% of global population vs 66% now)
• 10% of those will use 5G – average
speed 13x faster (575 Mbps by 2023)
• Mobile apps: over 300 billion
downloads by 2023.
(Cisco Internet Report)
Today:
• Less than 20% of independent hotels
have mobile-first websites
12. Food for Thought
The COVID-19 Pandemic and Digital Adoption
McKinsey and Company:
• 10 months of COVID-19 pandemic accelerated global digital
transformation by 7 years
• 75% of first-time users of digital channels indicated they would continue
to log onto digital channels post-pandemic
14. Did you
know?
Package Holidays in Europe in
2019:
Only 10.1% of travelers traveled on a
package holiday in 2019.
90% booked directly with travel
suppliers (Airlines, hotels, car rental)
or via the OTAs.
16. TUI AG
• Let go 23,000 employees in 2020.
• Put 50% of its charter aircraft for
sale.
• Today TUI’s bookings for Summer
2021 are 44% below 2019 level
• Expected to significantly shrink its
operations in the years to come.
17. Low-Cost
Airlines
vs.
Charter
Flights
In 2019:
• Low-cost airlines in Europe had 33.1
percent of the total seat capacity in
the region.
• Ryanair is the biggest airline group
in Europe, with a fleet of 470
aircraft, transporting 152.4 million
passengers in 2019.
• TUI has a fleet of 56 aircraft and
carried 11.8 million passengers in
2019. 50% of aircraft are for sale.
19. 20.9%
OTAs
Hotel Websites
OTAs Dominate Independent Hotel Online Distribution
in Europe
79.1%
D-EDGE, 2018
Major Hotel Chains: brand.com generates 2x more reservations than the OTAs
75% of booked roomnights come from the Direct Channel
20. 65.0%
OTAs
Brand.com
Major Hotel Chains: Online Distribution
35.0%
D-EDGE, 2018
Marriott, Hilton: brand.com generates 2x more reservations than the OTAs
75% of booked roomnights come from the Direct Channel
25. Core Digital Marketing Initiatives
S E A R C H E N G I N E
M A R K E T I N G
( S E M )
S E A R C H E N G I N E
O P T I M I Z AT I O N
( S E O )
O N L I N E M E D I A
A D V E R T I S I N G
E M A I L
M A R K E T I N G
S M A R T D ATA
M A R K E T I N G
M E TA S E A R C H
M A R K E T I N G
S O C I A L
M E D I A
M U LT I C H A N N E L
C A M PA I G N S
C O N T E N T
M A R K E T I N G
29. Food for
Thought
Instant Messaging: More than 3.9 billion users
in 2019 (WhatsApp, Facebook Messenger,
WeChat, etc.)
• 64% of people would choose to message vs
use the phone or send an email
• 53% of people more likely to shop with a
business if they can message directly.
(Nielsen)
Today:
• Less than 5% of hotels are instant messaging-enabled
• Emerging vendors: Zingle, Whistle, Alice, TrustYou,
Monscierge, etc.
31. The Digital Customer Journey
The Five Stages of the Digital Customer
Journey
• Dreaming Phase
• Planning Phase
• Booking Phase
• Experiencing Phase
• Sharing Phase
33. Pre-COVID Average Accommodations Purchase Cycle
CLICKS
Source: Google Research
36 days &
45 touchpoints
Source: Google, 2019
The average accommodation purchase across several
devices and types of websites.
34. The Customer Journey
dictates how hoteliers do
hotel marketing
Digital marketing consists of three distinct, but interconnected and
interdependent categories:
• A. Guest Engagement Marketing (Dreaming & Planning Phases)
• B. Guest Acquisition Marketing (Booking Phase)
• C. Guest Retention Marketing (Experiencing & Sharing Phases)
Hotel marketers must “play” in all three categories:
Not in one or two, but in all three categories.
35. Marketing Formats:
• Brand Marketing
• Content marketing - media
• Content marketing - hotel website
• Hotel Blog
• PR
• Social Media
• Influencer marketing
A. GUEST ENGAGEMENT MARKETING
Result?
Connect & engage with travelers in the Dreaming + Planning Phases,
steer them in the right direction: Booking Phase
36. Marketing Formats:
§ Hotel website marketing
§ SEO and SEM/Paid Search
§ Display advertising
§ Programmatic, Lookalike Audiences,
Data Marketing, Travel Ad Networks
§ Retargeting - GDN
§ Social Media (FB Travel Ads)
§ Metasearch (GHA)
§ Email marketing
§ Omni-marketing campaigns
B. GUEST ACQUISITION MARKETING
Result?
Build upon customer engagement in the Dreaming + Planning Phases and
“close the deal” by acquiring the guest in the Booking Phase
37. Marketing Formats:
• CRM program
• Guest data management (RFM)
• Pre-stay marketing
• In-Stay Marketing
• Post-Stay Marketing:
• Marketing automation
• Drip marketing initiatives
• Guest recognition marketing
• Loyalty marketing initiatives
C. GUEST RETENTION MARKETING
Result?
Build upon successful engagements in the previous phases, hoteliers can win
guest loyalty in the Experiencing and Sharing Phases.
40. Eurocontrol
Traffic
Forecast
Bulgaria: Overdependent on inbound
foreign travel arriving by air:
• Charter flights
• Low-Cost Airlines
• Scheduled major carriers
Eurocontrol:
• Scenario 1: Rebound in 2024
• Scenario 1+2: Rebound after 2026.
41. Foreign
Inbound Travel
and
Vaccination
Rates
Follow the Vaccination Rates in the main foreign feeder
markets:
Vaccination Doses Time to Achieve
Administered per 100 citizens: 75% Herd Immunity
---------------------------------------- --------------------------
EU: 4.75 2.6 years
UK: 22.59 5 months
Germany: 4.77 2.6 years
Poland: 5.45 2.2 years
Finland: 4.95 2.5 years
Russia: 1.50 16 years
Bulgaria: 1.07 10 years
Turkey: 4.55 1.87 years
Romania: 5.59 2.1 years
Serbia: 10.33 7 months
Greece: 4.91 2.23 years
Israel: 69.32 10 days
43. 2021
Urban
Destinations
Customers:
• Focus on domestic travel
• Create products for Bulgarian travelers
• Launch a loyalty program for Bulgarian travelers
• Leisure travel via low-cost airlines
• Inbound travel from neighboring countries
• Chartered buses
• Own automobiles
• Business travel via national carriers
Distribution:
Primary Channels:
• Direct channel via hotel website
• Domestic Travel Agencies
• Low Cost and Scheduled Airlines
Secondary Channels:
• Chartered Bus Tour Operators
• OTAs: Booking, Expedia
• Airbnb: increased focus on boutique and luxury
hotels
• Bedbanks like HotelBeds
• Business Travel: HRS
44. 2021
Beach &
Mountain
Destinations
Customers:
• Focus on domestic travel
• Create products for Bulgarian travelers
• Launch a loyalty program for Bulgarian travelers
• Low-cost and scheduled airlines
• Inbound travel from neighboring countries:
• Charter buses
• Own automobiles
• Charter flight customers
Distribution:
Primary Channels:
• Direct channel via hotel website
• Domestic Travel Agencies
• Low-Cost and Scheduled Airlines
• OTAs: Booking, Expedia
Secondary Channels
• Foreign Tour Operators
• Foreign Air and Bus Charter Tour Operators
• Airbnb: focus on boutique and luxury hotels
• Bedbanks like HotelBeds
45. Great News:
Wizz Air
2021 Flight Program to Bulgaria:
Flights from Sofia, Varna, Burgas to 23 destinations
in 2021
Ex. Burgas:
17 flights/week June – September 2021
14 weeks x 17 flights x 150 passengers = 35,700
tourists.
How many air charter tour operators will bring
35,000 charter tourists to Burgas in 2021?
46. Wizz Air:
Questions
How many hoteliers in Bulgaria:
• Have met personally with their regional rep
from Wizz Air?
• Have reached out to the airline to offer special
preferred hotel rates for Wizz Air passengers?
• Have offered an incentive of Euro 35 per
passenger with minimum hotel stay of 1 week
or more?
• Have offered joint advertising campaigns in
the new feeder markets: Kiev, Poznan,
Dortmund, Eindhoven, Turku, etc.?
47. Promotion
Ideas
Domestic Travel:
• Fam trips for travel agents from key feeder markets
• Loyalty program: Stay 10 nights, get 1 free
• Instant Rewards (Hotel Website)
• Package: Stay X nights get one free
• Family Travel Packages
• Girls Getaways; Boys Getaways
• Couples and romantic retreats
• Gasoline Vouchers: reimbursement for people
traveling with their own cars
• Free amenity: parking, breakfast, Wi-Fi, spa treatment,
beach umbrella, bottle of wine, etc.
Foreign Travelers:
• Incentivize charter bus operators, low-cost airlines,
seasonal airlines, etc.:
• Ex. Euro 35 per tourist that stays min 7 nights)
• Gasoline Vouchers: for foreigners coming with their
own automobiles
• 24- and 72-hour sales promotions on the OTAs
• Special rates for Booking’s Genius Program and
Expedia’s Reward Program members.
48. Travel
Agencies
The Role of the Travel Agency post-COVID:
Travel Agencies Around the World:
UK 7,500 retail TAs in 2000 < 3,500 today
USA 30,000 retail TAs in 2,000 < 7,500 today
The era of generalist travel agencies is over.
Only specialist travel agencies will survive.
Specialists in:
• Cruise travel
• Business Travel
• Specific destinations
• Beach Holidays
• Ski Holidays
• Special interest tours
• Destination weddings
• Incentive travel
• Etc.
49. Food for Thought: Google
• Google controls dominant
search market share (11/20):
• USA: 87.69%
• Europe: 93.09%
• Asia: 91.94%
50. Google: Integrated Advertising Ecosystem
Google Hotel Ads
YouTube Video Ads
Chrome
Google App
YouTube Gmail Ads
Gmail
Android
Google Display Network
Google Ads
Google My
Business
51. Google’s Contributions to Hospitality
Google directly contributes to over 55% of online hotel roomnights at urban
hotels:
• via organic referrals (SEO, AMPs, Schema, GMB, content marketing, etc.)
and
• via paid/performance marketing referrals (SEM, GDN, GHA, etc.)
• This does not include OTA roomnights, the bulk of which come as a result of
the OTA performance marketing on Google to the tune of $11 billion a year.
52. Google “Owns” The
Customer
Google has positioned itself at and is making money (CPC, CPA,
CPS) from each of the five phases of the Digital Customer
Journey: Dreaming, Planning, Booking, Experiencing and Sharing
Phases.
• Google now "owns" the customer in the Dreaming and
Planning Phases via GA, GHA, GDN, YouTube, Gmail Ads, etc.,
and
• Directly influences conversions in the Booking Phase via GA
and GHA, as well as
• Increasingly controls customer engagements in the
Experiencing (on-property) and Sharing (post-stay) Phases via
Google My Business, Local Experiences, Google Reviews, etc.