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Digital Marketing Directions
Exploit the Trends
That Shape Travel Marketing
Guest reception...
Or network reception?
3 Key Trends
• Internet, Everywhere
• Deep Customer Insights
• It’s All E-commerce
“We always
overestimate the
change that will
occur in the next
two years…”
October, 1980
IBM buys Microsoft
January, 1999
Excite buys Google for $750,000
November 2001
Sony introduces MP3 player and
first online MP3 store
June 2006
NBC buys YouTube
January, 2007
Microsoft introduces first touchscreen
smartphone
Today:
Market dominance!
PC’s:
Mobile:
Music:
+
Television &
Online video:
Internet
search:
Today:
Market dominance!
PC’s:
Mobile:
Music:
+
Television &
Online video:
Internet
search:
Um…
No
“We always
overestimate the
change that will
occur in the next
two years…”
“…and
underestimate
the change that
will occur in the
next ten.”
“The future is already
here... it’s just not
evenly distributed.”
Cost of ComputingProcessor 2 GHz dual core
Memory 2 GB
Storage 120 GB
Screen resolution 1024x768
Movies Yes
Wifi 802.11 a/b/g
Bluetooth Optional (Extra cost)
Camera Optional (Extra cost)
Cost of ComputingProcessor
 2 GHz dual core
Memory
 2 GB
Storage
 120 GB
Screen resolution
 1024x768
Movies
 Yes
Wifi
 802.11 a/b/g
Bluetooth
 Optional (Extra cost)
Camera
 Optional (Extra cost)
Weight
 8.9 pounds
Battery life
 2.5 hours
Cost
 $1,100 ($3,000 with options)
Cost of Computing
Processor
 2 GHz dual core
 1.5 GHz quad core
Memory
 2 GB
 2 GB
Storage
 120 GB
 Up to 128 GB + cloud
Screen resolution
 1024x768
 1080x1920
Movies
 Yes
 Yes (internal or streaming)
Wifi
 802.11 a/b/g
 802.11 a/b/g/n
Bluetooth
 Optional (Extra cost)
 Yes
Camera
 Optional (Extra cost)
16 MP and 2.1 MP + 4k Video
Camera
Weight
 8.9 pounds
 0.3 pounds
Battery life
 2.5 hours
 12 hours
Cost
 $1,100 ($3,000 with options)
 $ 649 ($249.99 w/ contract)
March 6, 1983: First
commercial mobile
phone & network
Guess what year
Gen Y was born
0	
1000	
2000	
3000	
4000	
5000	
6000	
7000	
Total Subscriptions - Q4 2011
Smartphone
 Mobile phone
Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012	
6.1 Billion
953 Million
0	
1000	
2000	
3000	
4000	
5000	
6000	
7000	
Total Subscriptions - Q4 2011
Smartphone
 Mobile phone
XSource: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012	
6.1 Billion
953 Million
More people own mobile
phones than own toothbrushes
Business travelers carrying
mobile phones: 95%
Business travelers carrying
mobile phones: 95%
Business travelers carrying
tablets: 64%
You host more devices
than passengers/guests
June, 2011: “The Special Rapporteur [of the
United Nations] considers cutting off users
from internet access, regardless of the
justification provided... to be... a violation of
article 19, paragraph 3, of the International
Covenant on Civil and Political Rights.
“The web is like
electricity. It’s just there.”
Eric Schmidt
•  44% of all cell users
•  40% of those 35-44
•  50% of smartphone users
•  60% of those 18-34
2+ million search queries
204,000,000 emails sent
Source: Intel"
30 hours of video uploaded
90+ reviews
100,000 Tweets
208,000 photo uploads
36%
20%
48%
28%
0%
13%
25%
38%
50%
63%
Travel Research
 Travel Booking
2013 2015
Source: eMarketer Digital Travel Outlook - June 2012	
Overall mobile use
96%
32%
18%
0%
94%
24%
31%
17%
0%
25%
50%
75%
100%
125%
Home Computer
 Business Computer
 Mobile Phone
 Tablet
2010 2012
Source: Google/Ipsos MediaCT - U.S. August 2012	
Leisure travelers shop...
86%
76%
40%
0%
76%
65%
51%
30%
0%
25%
50%
75%
100%
Home Computer
 Business Computer
 Mobile Phone
 Tablet
2010
 2012
Source: Google/Ipsos MediaCT - U.S. August 2012	
Business travelers shop...
Dream
Discover
Research
Book
Anticipate
Stay
Remember
Digital footprints
“You can never have too
much data. Bigger is
definitely better.”
How much of the world’s aggregate data collected in last 2 years?
2011-2012
 Pre-2011
Source: IBM Research
Disney MyMagic+
RFID “tickets” and
purchasing
0
7.5
15
22.5
30
2010
 2011
Sites Visited - All E-commerce
Source: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ &
http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-study/
0
5.5
11
16.5
22
27.5
2010
 2011
Sites Visited - All E-commerce
 Sites Visited - Travel
Source: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ &
http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-study/
0%
10%
20%
30%
40%
50%
60%
70%
1-2
 3-4
 5-6
 7-8
 8+
Leisure Traveler
 Business Traveler
Source: IBM Institute for Business Value Analysis September 2010	
Hours spent shopping/booking travel
Why?
Here’s a question...
Because we’ve
trained them to
“Information overload”
The cost/benefit of talking to everyone
The cost/benefit of talking to everyone
The cost/benefit of talking to everyone
0%
10%
20%
30%
40%
50%
60%
70%
Strongly Agree
 Agree
 Disagree
 Strongly Disagree
Respondents
Source: Amadeus/Fast Future Hotels 2020 Report (March 2011)	
Hotel guests expect stay to be personalized around set
of choices made at the time of booking/prior to arrival
Next 5-10 years
86% agreed that by 2020,
personalization will have been
embraced wholeheartedly by
the sector and that ‘customers
will have the ability to choose
the size of room, type of bed,
amenities, audio-visual
facilities, business equipment,
etc. on booking and pay
accordingly.’ – Amadeus/Fast Future
Am I going to
enjoy myself?
Why should I
buy from you?
Snackable
Sharp
Shareable
Embrace responsive web design
Improve mobile booking
Price must show value
Questions to start with…
•  Which distribution channels produce greatest/least
profitability?
•  How does your website compare to best-in-class for
content, social, local, mobile?
•  What do your customers think works? Doesn’t?
•  How can you build customer data? Leverage partner
data?
3 key trends•  Internet, Everywhere
–  Reach the customer in their context
•  Deep customer insights
–  Own the data, own the customer
•  It’s all e-commerce
–  Content + context = conversions
Thank You
Web: timpeter.com
Phone: 201-305-0055
Email: tim@timpeter.com
Twitter: twitter.com/tcpeter

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Digital Marketing Directions - Exploit the Trends that Shape Travel Marketing

Editor's Notes

  1. Werner Vogel, Amazon CTO
  2. Fewer social media channels: Facebook, Flickr (visual), Twitter, and YouTube