The document discusses 10 factors fueling the revolution in travel marketing: 1) Internet speed and ubiquity, 2) multiscreen consumers, 3) price transparency, 4) ecommerce comfort, 5) hypertargeting, 6) ROI tracking, 7) social media, 8) CRM technology, 9) OTA effectiveness, and 10) search dominance. Each factor is then discussed in more detail with recommendations on how to address each in order to be revolutionary. The key is to instantly gratify always-on consumers across multiple screens, maintain rate and image parity, optimize the booking process, use hypertargeting instead of spray and pray tactics, track real ROI, leverage social media and CRM, embrace but balance OTAs,

1. the
Revolution
sessions
welcome

2. What’s fueling
the Revolution?
1. Internet speed/ubiquity 6. ROI tracking
2. Multiscreen consumers 7. Social media
3. Price transparency 8. CRM Tech
4. eCommerce comfort 9. OTA effectiveness
5. Hypertargeting 10. Search dominance

3. 1
#
Dealing with internet
speed/ubiquity
• 5 seconds: SOA, UVP/Story, Gravitas, Language
• Culture of now
• Big pipes = big experiences

4. 2
#
Dealing with
multi-screen
consumers
• Responsive website design
• Dynamic content
• The explosion of tablet/mobile

5. $ #3
Managing Price
Transparency
• Universal rate parity
• Image parity

6. 4
#
Avoiding
eCommerce
Mistakes
• Internal rate dissonance
• Test for frictionless dynamic booking
• 3 to 5 steps max
• Reservation Recovery
• Call center 5/60 ratio

7. 5
#
A revolution
in consumer
targeting
• An explosion of channels and behavioral data
• Model/append your current list
• Geography, behavioral, social

8. New ROI Tracking
changes
everything # 6
• Clicks are for kids... know real ROI
• Last touch is not the only touch
• Responsive media plans
• Real-time dashboards

9. 7
#
Harnessing
the power of
Social Media
• Consumers don't trust you
• 70% change their minds
• Monitor the conversation
• Personify your brand
• Social accelerants

10. #8
The benefits of CRM
• Personalized marketing drives sales/loyalty
• RFM at minimum
• Timely emails to relevant subsets

11. 9
#
Optimizing
OTA impact
• Important part of a balanced plan
• 70% direct bookers visit an OTA first
• Rate/Image parity
• Improve the 75/25 ratio
• Keep the tax dollars in the Caribbean

12. 10
#
Mastering
search engines
• Google natural search: 86% start here
• Google Places: Confirm your listing
• Google PPC: Optimize daily
• Google Hotel Finder: Be aware

13. Be a
revolutionary
1. Instantly gratify always-on consumers
2. Delight on multiple screens
3. Be religious about rate/image parity
4. Don't screw up the booking!
5. Don't spray and pray… Hypertarget!
6. Track real ROI
7. Leverage free reach of social
8. Get personal with CRM
9. Embrace OTAs… in balance
10. Invest in search

14. www.tambourine.com/revolution