This document provides information about Team Dodo and the London tourism market. It summarizes key statistics on tourism growth in London and the top travel planning and guide sites used by international visitors to London from the US and UK. It then outlines LondonRoaming's marketing strategy to target international tourists visiting London, including SEO/PPC campaigns focused on common London search terms, social media promotion, and offline relationship marketing with London businesses.
An interactive session which will encourage all to reflect on what they have heard and to think about the implications for their business.
It will provide an opportunity for tourism professionals to debate the issues with each other and to think about how, both collectively and individually, we can ensure a sustainable future.
What are the latest trends in inbound and domestic tourism? How is Britain perceived as a destination for a holiday by Britons and overseas residents? How is consumer (and tourist) behaviour evolving? What are the major upcoming challenges and opportunities for tourism businesses? These are some of the questions that this presentation will attempt to answer.
An interactive session which will encourage all to reflect on what they have heard and to think about the implications for their business.
It will provide an opportunity for tourism professionals to debate the issues with each other and to think about how, both collectively and individually, we can ensure a sustainable future.
What are the latest trends in inbound and domestic tourism? How is Britain perceived as a destination for a holiday by Britons and overseas residents? How is consumer (and tourist) behaviour evolving? What are the major upcoming challenges and opportunities for tourism businesses? These are some of the questions that this presentation will attempt to answer.
Wine tourism is the lifeblood of many wineries. This presentation which I gave to the Magnum Club, touches on the global trends, and defines some best practices?
Best Practices in Wine Tourism - Presentation from London Wine Fair, 4th May ...Tatiana Livesey
Winerist, the leader in Wine & Food Tourism, conducted a survey with 500+ wineries from around world to assess the state of Wine Tourism at a global level.
We also looked at how wineries use Social Media and Online Technology in the 21st century.
What are the differences between the Old World and the New World? How can wineries use Wine Tourism & Social Media to increase direct to consumer sales?
Art Happens is a unique crowdfunding platform, designed specifically for museums and galleries, that puts you at the heart of every campaign. Choose a cause that inspires you, and your donation will earn you an exclusive reward. Your support can help bring exciting projects to life and, unlike any other platform, we send every single penny directly to the museum or gallery.
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The event, entitled ‘Telling the city’s story’, provided an insight into the work of Marketing Birmingham, which aims to boost the profile of Birmingham, the Black Country and Solihull among national and international audiences.
Wine tourism is the lifeblood of many wineries. This presentation which I gave to the Magnum Club, touches on the global trends, and defines some best practices?
Best Practices in Wine Tourism - Presentation from London Wine Fair, 4th May ...Tatiana Livesey
Winerist, the leader in Wine & Food Tourism, conducted a survey with 500+ wineries from around world to assess the state of Wine Tourism at a global level.
We also looked at how wineries use Social Media and Online Technology in the 21st century.
What are the differences between the Old World and the New World? How can wineries use Wine Tourism & Social Media to increase direct to consumer sales?
Art Happens is a unique crowdfunding platform, designed specifically for museums and galleries, that puts you at the heart of every campaign. Choose a cause that inspires you, and your donation will earn you an exclusive reward. Your support can help bring exciting projects to life and, unlike any other platform, we send every single penny directly to the museum or gallery.
Expectations about oenotourism from 88 professionals of wine and tourism trad...Rogerio Ruschel
A survey with readers and friends of the blog In Vino Viajas (http://invinoviajas.blogspot.com.br ) made especially to the International Wine Tourism Congress- Europe, 2 - 4 July, 2015 - Viana do Castelo, Portugal – Prepared and presented by Rogerio R. Ruschel, Editor - São Paulo, Brazil
Wine Tourism - From Products to Experiences by Stefano Soglia Faye Cardwell
Stefano Soglia's presentation used during the #WBIS conference held in Brussels on 19th Jan 2013. What are the benefits - and risks of wine tourism and how can wineries develop their activities? For further information info@stefanosoglia.it
Dealing with over tourism by Malcolm Bell of Visit CornwallDigital Visitor
Malcolm Bell of Visit Cornwall, discusses the impact of over tourism on his destination and how they manage it at Digital Visitor's Destination Marketing Conference.
Marketing Birmingham, the city’s strategic marketing partnership, held a joint event with the Public Relations Consultants Association (PRCA) on Thursday 11th April, designed to raise awareness of the organisation among local PR companies.
The event, entitled ‘Telling the city’s story’, provided an insight into the work of Marketing Birmingham, which aims to boost the profile of Birmingham, the Black Country and Solihull among national and international audiences.
RESONANCE CONSULTANCY IS AN INTERNATIONAL LEADER IN DESTINATION DEVELOPMENT, BRANDING AND MARKETING. OUR TEAM HAS ADVISED PRIVATE AND PUBLIC SECTOR ORGANIZATIONS IN MORE THAN 70 COUNTRIES AROUND THE WORLD. OUR INTEGRATED
APPROACH TO RESEARCH, STRATEGY AND BRANDING HELPS COMMUNITIES, CITIES AND COUNTRIES IDENTIFY NEW MARKET OPPORTUNITIES, CREATE PLANS FOR THE FUTURE, AND COMMUNICATE THEIR STORIES TO REALIZE THE FULL POTENTIAL OF THEIR DESTINATIONS.
IN ADDITION TO CONDUCTING RESEARCH FOR OUR CLIENTS IN NORTH AMERICA AND EUROPE, RESONANCE CONSULTANCY CONDUCTED A SURVEY OF MORE THAN 3,300 U.S. TRAVELERS IN NOVEMBER 2014 TO UNDERSTAND THE PREFERENCES, ASPIRATIONS AND INTENTIONS OF THE WORLD’S LARGEST TOURISM ECONOMY.
THIS PRESENTATION UPDATES AND SUMMARIZES OUR RESEARCH AND PERSPECTIVE ON THE KEY MEGATRENDS SHAPING THE FUTURE OF THE TRAVEL AND TOURISM INDUSTRY.
[Cruise Marketing] Targeting Cruise Audiences on Social MediaDigital Visitor
Perpetually in a state of active development, social media is fast becoming the most sophisticated instrument in the toolbelt of today’s digital marketer. And brands are recognising the inherent value of social networks, with social media spend set to exceed 20% of marketing budgets within 5 years.
As users, we give away more personal data than ever before and networks like Facebook have access to the lion's share. Access to such a wealth of data and a focus on technological developments within social media means that marketers and brands are able to target specific audiences more easily than ever before.
Last week, Managing Director at Digital Visitor, Anthony Rawlins, took to the lectern at the 2016 CLIA river Cruise Convention in Amsterdam. In his presentation, he talked in-depth about how the cruise industry can use social media to target its key audiences on social media.
Below is the presentation as it appeared on stage, from which you can expect to gain an understanding of:
A background to social media
Key social media tactics and techniques
Social media advertising and background
Targeting option on social
Performance of social media vs. traditional media
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GCMB partnered with Viator, the world's leading resource for researching, finding and booking the best travel experiences worldwide, to help businesses capitalise on their full range of tools.
A curation web media which introduces Japanese local information to foreign tourists.
Contents are tourist spots, accommodation, experience, people,
travel tips, transportation, and culture.
Based on the website and providing information through social media and youtube.
Cooperating with influencers who live in Japan or overseas.
NewcastleGateshead Initiative's first partner update meeting of 2015 was held at The Biscuit Rooms on Thursday 26 February. Our partners heard about our plans for the year and guest speaker Graeme Mason from Newcastle International Airport, told us about the new Newcastle to New York United Airlines route.
Consumer Software & Services: Company presentation by Kris Naudts, Founder & CEO of Culture Trip at the NOAH Conference London 2019, 30-31 October, Old Billingsgate.
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The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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Kyiv PMDay 2024 Summer
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3. Jan up 15% YoY
• Strong growth in travel planning sites
• UK market leading growth (+15%) more stable in US (+4%)
• Led by Viator & Fodors globally, but WAYN taking share in the US
US
UK
Source: Hitwise
4. UK UK Visits US US Visits
Viator 603k Viator 1,345k
HostelWorld.com 468k Fodors 1,128k
Fodors.com 458k Where Are You Now (WAYN) 973k
Where Are You Now (WAYN) 403k TripBase 501k
WorldTravelGuide.net 109k Rick Steve’s Europe 355k
Frommer’s Travel Guides 103k Tripit 345k
TripBase 80k Goby 210k
Tripline 61k HostelWorld.com 161k
Rick Steve’s Europe 43k Gogobot 85k
Nile Guide 36k WorldTravelGuide.net 78k
Rome2Rio.com 26k Nile Guide 56k
Tripomatic.com (NEW) 25k TravellersPoint 50k
Plnnr(NEW) 22k Colncierge.com 41k
Gogobot 22k Trip Wolf 33k
Trip Wolf 15k TravelMuse 27k
TOTAL 2,474k TOTAL 5,388k
Source: Hitwise
10. • This year international tourism to Britain will grow by 3%
to 32 million
• Amount spent by visitors from overseas will reach £19.4bn
(growth of 4.5%)
• London named world’s best destination - offers 100s of
world class attractions, hotels, shops and restaurants,
special events, theatres, concerts, art exhibitions,
museums and more
• Visitors seek out London for many reasons: business,
holidays, visits to friends and relatives, international
students
Source: http://www.visitbritain.org/
11. Why ?
• 80% of the world’s population has a mobile phone
• Out of the 5 billion mobile phones in the world 1.08 billion
are smartphones
• 89% of smartphone users use their phones throughout the
day
• Average smartphone owner uses about 380MB/month
Source: http://www.go-gulf.com/blog/smartphone/
12. International tourism accounts for nearly four-fifths of all tourist spending in
London.
USA is the single biggest country of origin with over 1.9 million visitors in 2012, but
European countries account for nearly three quarters of all visits to London (72%).
http://data.london.gov.uk/dashboard-summary/tourism
Visits to London by country of origin in 2012 (‘000s)
0 500 1,000 1,500 2,000
13. • London attracted 15.5 million international visitors in 2012
• Over £10 billion spent in 2012 in the city
Source: http://www.visitbritain.org/
15. SEO / PPC / Remarketing in the top countries visiting London:
Each location campaign will consist of 4 sub campaigns:
London – targeted to users that are broadly searching for London to find out what to
do, what to see.
London city guide – targeted to users that are searching for a City guide
London tour guide – targeted to users that are searching for a Tour guide
London WiFi – targeted to users that are searching for a WiFi hotspot
16. 70% of Internet users decide which products to buy based on the views expressed by
friends and experienced users. That is why LondonRoaming will be present on all
major social networking sites like Facebook, Twitter as well as YouTube and
Instagram.
Promoted posts
Competitions
Reviews
True-view
Remarketing
Guides
Demos
Help
Promo Tweets
Hashtag
marketing
Reviews
Customer
service
Competitions
Customers’
images
Source: Nielsen
17. Offline and relationship marketing tools will be employed particularly during the first
year of trading to increase brand awareness and gain customer trust and positive
feedback on LondonRoaming. We anticipate these to be free/mutual/low cost.
• Link with restaurants in areas of high tourist footfall in the capital
• Cross promote with foreign language radio stations in London –
exchange of advertising
• Promotion of LondonRoaming at cultural events such as Notting Hill
carnival with free gifts
• Exchange advertising online and offline with youth hostels
• Provide small scale sponsorship or donations in exchange for
promotion from charities in the city
• Exchange advertising with London taxi company
• Cross promotion with independently run in airport stores and cafes
18. Offline and relationship marketing tools will be employed particularly during the first
year of trading to increase brand awareness and gain customer trust and positive
feedback on LondonRoaming. We anticipate these to be free/mutual/low cost.
• Tourism trade shows
• LondonRoaming sponsored music or art events
• Branded vehicles with LondonRoaming logo
• Radio/TV appearances/talks
• Branded gifts such as umbrellas/waterproof ponchos at tourist
hotspots
• Postcard marketing
• Tourism workshops/seminars
• LondonRoaming staff contributions to trade magazines “A Day In
The Life at LondonRoaming”
• Leaflets/flyers with call tracking for evaluation
• Promotion of LondonRoaming at foreign universities
• Inflight magazine advertising
London offers 100s of world class attractions, hotels, shops and restaurants, special events, theatre, concerts, art exhibitions, museums and moreEvery year the city is flooded with tourists and visitor forecasts for 2013 predict that the volume of international tourism will grow by 3% to 32 million, while the amount spent by visitors from overseas is set to reach £19.4bn, representing growth of 4.5%
We’re going to create a fully optimised responsive design site that offers visitors everything they need to plan a trip to London with a community of users sharing itineraries and travel tips, offers and discounts to all the great sites, restaurants, hotels, and events. But what is going to make our site the best travel planning site for London is our 60 page London Roaming guidebook with Mi-fi connection and 1gb card keeping you connected throughout your London stay.Once you’re finished visiting London, take your unlocked mi-fi router with you and keep connected anywhere you go.
We’re going to create a fully optimised responsive design site that offers visitors everything they need to plan a trip to London with a community of users sharing itineraries and travel tips, offers and discounts to all the great sites, restaurants, hotels, and events. But what is going to make our site the best travel planning site for London is our 60 page London Roaming guidebook with Mi-fi connection and 1gb card keeping you connected throughout your London stay.Once you’re finished visiting London, take your unlocked mi-fi router with you and keep connected anywhere you go.
We’re going to create a fully optimised responsive design site that offers visitors everything they need to plan a trip to London with a community of users sharing itineraries and travel tips, offers and discounts to all the great sites, restaurants, hotels, and events. But what is going to make our site the best travel planning site for London is our 60 page London Roaming guidebook with Mi-fi connection and 1gb card keeping you connected throughout your London stay.Once you’re finished visiting London, take your unlocked mi-fi router with you and keep connected anywhere you go.
In May 2013, Microsoft embedded a Wi-Fi router in select copies of the print edition of Forbes magazine as a promotion, giving users 15 days of free Wi-Fi through T-Mobile. The promotion was a great success and research showed that people were more likely to carry their Forbes Magazine with them.Travel guide books have always been popular with tourists, and although travel guide sales have declined since 2008, we have an idea to revitalise this increasing less competitive market by taking something old and making it into something new.
Slide 4 >> Visual: Images of London with stats/graphs on them (as at the moment it’s too much text)Forecast for 2013 is that the volume of international tourism to Britain will grow by 3% to 32 million, while the amount spent by visitors from overseas is set to reach £19.4bn, representing growth of 4.5%. (Let me know if you think it’s not enough information, extra info/graphs here https://drive.google.com/?tab=mo&authuser=0#my-drive)* TripAdvisor survey http://www.independent.co.uk/travel/news-and-advice/london-voted-worlds-top-tourist-destination-7706265.html
Slide 4 >> Visual: Images of London with stats/graphs on them (as at the moment it’s too much text)Forecast for 2013 is that the volume of international tourism to Britain will grow by 3% to 32 million, while the amount spent by visitors from overseas is set to reach £19.4bn, representing growth of 4.5%. (Let me know if you think it’s not enough information, extra info/graphs here https://drive.google.com/?tab=mo&authuser=0#my-drive)* TripAdvisor survey http://www.independent.co.uk/travel/news-and-advice/london-voted-worlds-top-tourist-destination-7706265.html
Slide 4 >> Visual: Images of London with stats/graphs on them (as at the moment it’s too much text)Forecast for 2013 is that the volume of international tourism to Britain will grow by 3% to 32 million, while the amount spent by visitors from overseas is set to reach £19.4bn, representing growth of 4.5%. (Let me know if you think it’s not enough information, extra info/graphs here https://drive.google.com/?tab=mo&authuser=0#my-drive)* TripAdvisor survey http://www.independent.co.uk/travel/news-and-advice/london-voted-worlds-top-tourist-destination-7706265.html
Slide 6 >> Voice over suggestion:Whom are we challenging? YES, there are traditional tour guides offering walk and bus tours around the city. YES, there is The London Pass card allowing travellers visit many attractions and save on entry fees. YES, there are popular print guide books like Lonely Planet and Rough Guides and finally YES there are data cards and Mifi- mobile wifi- providers.However there isn’t a product on the market that would combine printed guide book with portable wifi, connecting people to members-only community with access to exclusive discounts, deals and recommendations, which makes LondonRoaming simply UNIQUE.
LONDON ROAMING PPC CAMPAIGNTo generate sales, increase traffic to the website, and raise brand awareness, London Roaming needs a PPC (pay per click) campaign.Initially, we would start with Google Adwords, and then extend it to Bing Ads as well. Tourists come to London from every part of the World, however, as a global PPC campaign would be extremely expensive to run we should concentrate to advertise in the top 10 inbound markets. Markets/Countries can be grouped based on their languages. With an extensive global campaign the ideal Adwords structure would be: Account (one per country) > Campaigns > Ad Groups > Keywords.Currency and time zone are set at the account creation and can’t be changed. In our case we will begin to test the market with one account only targeting different countries as location campaigns. Later on we can migrate each location campaign into its own account.COUNTRIES TO TARGETStats shows the top ten inbound markets are:USA, France, Germany, Spain, Italy, Ireland, Netherlands, Australia, Canada, Poland.ADWORDS LOCATION CAMPAIGNS GROUPINGEnglish – USA, Canada, Australia, IrelandFranch – France, CanadaGerman – Germany, NetherlandsSpanish – SpainItalian – ItalyDutch – NetherlandsPolish - PolandEach location campaign will consist of 4 sub campaigns:London – targeted to users that are broadly searching for London to find out things to do, what to see, where to go, etc.London City Guide – targeted to users that are searching for a City guideLondon Tour Guide – targeted to users that are searching for a Tour guideLondon Wifi – targeted to users that are searching for a Wifi spots MARKETING COSTSPercentage of gross sales/revenue:This is probably the simplest method. Most experts recommend somewhere in the range of 2-8% of gross sales. Many industries have their own standard. Most small businesses (less than $5 million gross revenue) should shoot for at least 7-8%. Retails is normally 4-10% of revenues. However, consumer package goods can spend in marketing up to 50% of projected net sales to launch a new product. I would suggest to invest in marketing as much as we possibly can afford. Let’s say up to 30% of the projected sales revenue of GBP 577.170, that is approx. GBP 173,000 a year, 14,416 a month.I would split the marketing expenses as follows:Internet Marketing CPC campaigns GBP 11,000 a monthConventional marketing: GBP 3,000 a monthADWORDS CAMPAIGN COSTSInterest over time according to Google Trends:Searches for LondonSearches for London city guideSearches for London tour guideSearches for London WifiBased on the above stats we should allocate a higher monthly budget to the campaigns London, and London Wifi.To avoid a lot of unwanted and unrelated clicks we will filter searches with careful keyword matching as phrase match, exact match and an extensive negative matching.Enticing and compelling adverts will be written to boost CTR (click through rate).Beside search campaigns we will run Display Network campaigns aimed to managed website placements as well as topics and interests based targeting.A Remarketing campaign will target users again who previously visited the site but did not convert.This campaign should produce a high ROI because prospects are at the end of the buying funnel.OTHER MARKETING CHANNELSFacebook – promoted postsYouTube – True view and Remarketing campaignsGmail - Banners and text ads
Social Media Strategy70% of Internet users (source: Nielsen) decides which products to buy based on the views expressed by friends and experienced users. That is why LondonRoaming will be present on all major social networking sites like Facebook, Twitter as well as YouTube and Instagram.General strategic plan is to include branding on all social channels consistent with the values of the brand and its marketing objectives and business. LondonRoaming is planning to design and develop creative campaigns with interactive and social aspects to ensure the maximum involvement and user engagement and achieve the goals of branding (e.g. awareness) and marketing (e.g. lead generation, traffic acquisition).Examples:YouTube>> Video explaining the way LondonRoaming works will be launched via YouTube channel and cross promoted through social networks.Users will be encouraged to upload their videos (in reply to LondonRoaming YouTube video) from trips when they’ve used LodnonRoaming.Twitter >> This social network is about immediate interaction>> LondonRoaming followers will be encouraged to ask questions (customer service?) as well as share their travel experiences as they happen (#LdnRoaming or #LondonRoaming or #RoamingAroundLondon) LondonRoaming will participate and contribute to the buzz on Twitterby engaging into conversations, replying, re-tweeting and tagging e.g. #londonadventure #london #travelFacebook >> Used for exclusive promotions (win travel bonus, win free LondonRoaming package, buy one get one free) and user engagement (pictures and story sharing) and sharing of exciting, fresh content (images, infographics).With Social Media Optimisation we can attract new audiences through a range of activities both on site and on social platforms: the assets LondonRoaming owns and produces such as articles, video, images, research can be offered on open company profiles on social networks and site visitors will be encouraged to share (e.g. by integrating social buttons) in order to broaden the base of visibility and access. This will reinforce the image of the company and generate new contacts.Measurement, monitoring and evaluation is utmost important. Reports on users’ growth (FB new likes, , no.Twitter followers) and engagement (sentiment monitoring, no. of mentions, re-tweets, no. FB post shares, FB reach) will be produced on a regular basis.
So how are we going to make a million. We’re going to build our brand over the next three years and create partnerships to build our revenue channels. This topline view is based on intensive research of travel planning sites, average travel site conversion rates, the costs of running a site including paid search, the costs for our London Roaming guidebook, and a 3 year projection to become one of the top travel sites in London. The plan is to build off the success of our partnerships and Roaming Guides brand to expand globally into other major cities with Paris Roaming, Berlin Roaming, New York Roaming, Hong Kong Roaming and Tokyo Roaming sites to come.
Our eight team members:Strenghts• Come from six different countries; culturally rich; four live in London; three are UK born• Have travelled extensively around the world; travel experience• Have extensive knowledge of London, the UK market and tourism abroad• Bring together vast career and business experience creating a combined total of + years in Sales PR, marketing and 13 +marketing communications• Copywriting and editing• Media, broadcasting, video and sound editing• Website management, ecommerce, organic and paid search, SEO• Management at senior level• Company ownership
