HSMAI South Florida November Presentation

Building a Digital Strategy
Don’t be left out in the cold
Presented by: David Atkins, Principal Digital DNA Infusion, LLC
david@digitaldnainfusion.com
Twitter: @atkinsdavid
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion, LLC

Stating the obvious
• You compete with
– Hotels
– Resorts
– Timeshare
– VRM
– Rental by Owner
Copyright 2010 Digital DNA Infusion
Question is what does the consumer know ?

Change
The only constant imperative when
it comes to Digital is CHANGE

Google’s View 2010
Copyright 2010 Digital DNA Infusion Source: Google

Moves Digital to Physical World
• No more platforms
• No more technical requirements
• Just be “human” & transparent

Digital, Social, Mobile?
• 39% of consumers have no destination in mind when starting their travel
research online
• Consumers are searching less-
– Searches down to 6 (circa 12 in 2009)
– Sites visited at 20 before a booking
• “Only” 50% of shoppers use search in the research process
• 92% of online bookings are “latent”
• Mobile anyone- 18% of biz and 15% of leisure travelers checked hotels in
2009
Source: Forrester, Compete & Google Dec 2009- Sept 2010
The Planning and Review category (i.e.
TripAdvisor) grew its share of all site visits by
over 50% since 2008
Private Sales?

Does it all work?
• Orlando CVB “67 Days of Smiles”
• Santa Monica CVB
• Best Western “Travel Tuesday”
• Marriott- “Tweet yourself to Hawaii”
• Motel 6
• And many more
ROI, Traffic, Bookings, Revenue and Mentions

Where to start?
Video
SEO/SEM
Social
Media
OTA’s
Display
Ads
Site
Conversion
PPC
Brand
Sales
Marketing
Distribution
Revenue
IT
Ownership

Follow the basics
• Your customer
• Your business
• What metric?
• What platform?
Benchmark!

Influential Features in Leisure Travel Planning
Source: PhoCusWright May 2010

Curators
• Content, Experiences
• Not always of our own creation

Customer View of travel sites- Areas of
Opportunity
Frommers Unlimited April 2010

Awareness
Consideration
Purchase
Intent
Loyalty
Purchase
Display Media
Social Media
Social Media Marketing
Affiliate Marketing
Search Engine Marketing
Affiliate Marketing
Email Marketing
Marketing Channel Evaluation

Awareness
Consideration
Purchase
Intent
Loyalty
Purchase
Display Media
Social Media
Affiliate Marketing
Affiliate Marketing
Email Marketing
Marketing Channel Evaluation
Mobile/Video????

Mobile/LBS

Video

Source: Wikipedia

Basic Principles for Social Media

Review Sites
Photo Sharing
Video Sharing
Blogs
Types of Social Media that matter most for travel
For North America and EMEA
The priority will
change based on
your business &
customer
objectives

Who Matters?
Source: Quantcast Dec 2009
Trip Advisor
Who is your customer?

Does Social Media impact pricing?
“ Done correctly, ratings and reviews deliver a
significant increase in sales. One third of
retailers reported an 11-20% or more overall
increase in conversions as a result of adding
reviews to their sites, while consumers are
willing to pay up to 22-49% more for a 5-star
rated product than for a 4-star rated product
in the hospitality and travel industries”
Copyright 2010 Digital DNA Infusion, LLC Source: Mashable Feb 2010

Does Social Media impact pricing?
• PhoCusWright answers this with:
– Social Travel Advocacy Index mapped to ADR
• Shows a distinct correlation that is quantifiable
• Beyond the ADR/RevPar impact of your social
media profile
– What does this due to transparency of pricing?
– What will the consumer accept?
– How well does your organization understand SM?

Does Social Media sell travel??
• PhoCusWright answers this with:

Digital consumer behavioral data
• 65 % of consumers have had a digital experience change their
perception of the brand/product
• 97% of consumers report that their digital experiences influence whether or not to purchases
goods, services or products from the brand/product
• 97% of consumers have searched out a brand online
• 69% have read a corporate blog
• 73% have posted a review of a product or service
• 44% of consumers who follow a brand on twitter do it for DEALS
Source: Razorfish Q4 2009

Beresford Data on Social Networks
Beresford Research June 2009

How are customers sharing data?
Frommers Unlimited April 2010

Build a framework
• The key: alignment and education

Some of the paid monitoring solutions
• Revinate
• eBuzz Connect
• Chatter Guard
• Brand Karma
• Radian 6
• Prophesy
• Vocus

Review sites in North America
• TripAdvisor – www.tripadvisor.com
• TravelPost – www.travelpost.com
• Yelp – www.yelp.com
• IgoUgo
• OTCs with reviews
– Hotels.com – www.hotels.com
– Expedia – www.expedia.com
– Travelocity – www.travelocity.com
– Priceline – www.priceline.com
– Orbitz – www.orbitz.com
• Others to watch
– Yahoo Travel
Not a full list

Trip Advisor & FB Social Graph

Trip Advisor Best Practices

Trip Advisor Owners Central

Digital Best Practices- Simply
Enable
Inspire
Engage
Involve
Outreach
Metrics
Results
Pick your partners wisely

Key questions to ask partners
1. What do I get?
– Distribution
– Marketing
– Sales
– SEO
– SEM
– Mobile
– Website
2. Are you Independent?
3. Who else do you do business with?
4. What reporting do you provide?
5. What does it cost all in?
6. What is the commitment term?

How to reach me?
• David@digitaldnainfusion.com
• Twitter @atkinsdavid
• Old School:
Digital DNA Infusion
6619 South Dixie Hwy
Ste 306
Miami FL 33143
David- 305-458-2311
Maria- 954-609-9110

HSMAI South Florida November Presentation

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