“ทำตลาดเชิงรุก บุกตลาดกับ ททท.”

Prospering in 2011:
How to reach our guests in today's environment?

Presented by Steve A. Johnson
Marketing Manager
Tourism Authority of Thailand, New York
Friday, 17 June 2011

 Baby Boomers

 Generation X and Y

 Honeymooners

 LGBT

 Medical tourists


Value Remains in Vogue:
In pursuit of the best deal


Bangkok

We depend on the kindness of strangers…
but by better understanding our guests,
their preferences and use of technology,
we can be more independent and
successful in reaching them.


Our Agenda

What is the 2011 outlook for leisure travel?

How do different generations of leisure
travelers interact with technology to plan
and shop for travel online?

What affects the decision making of
different generations when planning a trip—
and what should you do to succeed?

Sources: Google Images


Factors affecting our guests

Sources: Google Images


 Totally Value focused

 We cannot be reactive marketers – its about
understanding where the customer is going
and how to reach them

 Most have realized that cheap is not always best.

 Brand loyalty keeps falling, the new consumer
is willing to trade down or try new areas,
destinations, and or hotels – provided the price
is right


 We have to become smarter

 Will require continuous dialogue and consistent
support through

 Travel marketing and e-commerce
 1 in 5 consumers have no idea where they plan
to vacation.

 Fewer online consumers read hard copy material
- we recently saw the closure of Borders

 Media landscape has become highly fragmented –
more interactive and dynamic


 Baby Boomers
Boomers take an average of 3.6 trips per year.

The longest trip averages 8 days;

They love life’s luxuries – they consider them necessities;

They are at ease with online research and travel booking;

Boomers want both comfort an adventure.


 Generation X and Y
60% book some component of travel online

Gen. Y utilizes facets such as YouTube, Twitter,
Facebook, MySpace etc

Gen Y adults remain optimistic about the
economy, they are expected to play an
essential role in the economic recovery with
an aggregate income approaching 1 trillion

Between 2011-15 growth will largely come from Hispanic, Black
and other multicultural groups


 Honeymooners
Echo boomers – highly experienced and sophisticated guests at a
younger age

Demand personalization, raised with technology and shop 24/7 on
their terms

82% of honeymoons are researched by the bride –
13% by the groom

An equal amount 37% book through a honeymoon
specialist or online

50.6% choose a honeymoon destination based on affordability

87% use the internet to plan and research honeymoon options


 GLBT affluent Travelers
86% take a minimum of 2 vacations per year

89% of these will take more than 4 a year

78% of these vacations are to long haul destinations

56% will fly premium cabin

87% will choose boutique/design led properties

90% will only stay in 4+ star proprieties


How do different generations of
leisure travelers interact with
technology to plan and shop for
travel online?


Do I have to pay to Is it a nice hotel? Is i
check my bags? safe? Which is
How much? Are you better, a superior or
kidding me? deluxe room?

Would I save
When is the weather
money
best? if I went on another
day? Or a different
Where are some month?
nice places to eat
and shop? What How can I trust what
else is there to do? you‘re telling me?

Should I buy the cheapest fare or
something else? Remember, this is your
inheritance we‘re talking about.


WHAT DOES THIS MEAN FOR YOU?


I DON’T KNOW


The Digital Revolution in Context

Distribution Commerce
Information and
Communication
“Read” “Buy” “Talk”

1994 1998 2000 2003 2006 2010
Users 77M 400M 500M 1B 1.9B
Google Confidential and Proprietary 

4


Communication
Hub: texts / email
Always on internet

GPS
App Enabled

Broad Availability:
Android, iPhone,
Blackberry, Palm


An Estimated 50%
by the end of 2011


A changing consumer mindset
Then Now
•I wonder how old •Instant answers.
Angelina Jolie is?
•Search at
•Ishould shop fingertips/voice
around, it might be •Apps:
cheaper elsewhere
• That restaurant is
• OpenTable
probably booked • Red Laser
up • Kayak






Built in GPS
Offers News
Maps
Info Friends

Directions
Search


GPS for the traveler
Then Now
Fodors Lonely Planet
Frommer`s Google Maps
Fodors.com
Local paper
Gaycities.com




Lonely Planet


GPS for the local AND traveler

Then Now
Yellow Pages Yelp
Concierge
UrbanSpoon
Print Maps /
Guides MenuPages
GayCities


For Locals and Travelers

Discover Nearby with Find the menu on
Yelp Search
Urbanspoon MenuPages




A whole new world
•

Check In and find your friends, tell them
" "

where you are

• Foursquare
• Facebook Places
• Gowalla
• GayCities


Sharing your whereabouts


What We’re Predicting for 2015!

Google Confidential and 8
Proprietary


DON’T PANIC!


‘Must Dos’ for Marketers: The Four
Be’s

Be
Found Be
Engaging

Be Relevant Be Accountable

Conversion Optimizer

12


Be Found
The annual economic impact of GLBT travelers is approx. $63.3 Billion in the US*




Nationally, pride events continued to


move millions of hotels in the U.S*

Gays & Lesbians read travel blogs at
twice the rate of heterosexual users**



Travel reservations are one of the
Top 10 online activities for gays &
lesbians

*Source: Community Marketing, 14th Annual Study, 2009 Report Google Confidential and Proprietary 15
**Source: Gay & Lesbian Social Media Usage, eMarketer, 1/11


Be Relevant



Be Engaging: Customized Landing Pages

Google Confidential and Proprietary 16


Be Accountable: Measuring Success
Google Insights for Search

Google Analytics



Mobile Web
How does your site measure up?


Mobile Web Browsing
Look at your site on mobile
Android and iPhone
Make simple changes
Avoid flash content (displays as a blank)
Make sure site has big text / buttons
Set right width (technical term: viewport width)


Mobile Web Browsing
Mobile Version of your site
Harder, but good long term bet
Focus on easy browse, reading, booking
Select only critical pages
Click to call?
Do you need an app?
Maybe, maybe not
HTML 5 gives app-like experience without the
headaches
Android, Blackberry, iPhone - long term investment


Importance of Local Search
engines


Claim your listing on sites
Info from web => info in
mobile apps
Ensure your info is accurate,
up-to-date, and complete
Future: Advertising options
will become available


More creative promotions
CatchaChoo - Jimmy Choo Treasure Hunt


What should you be doing?

2011
Get your website mobile ready
Experiment in some way (advertise, special
promo, etc)

2012
Mobile becomes key part of your plan


Develop Creative that Resonates with the
Audience

Most travelers are
more likely to
purchase products
and services
advertised with
them in mind.

Google Confidential and Proprietary Proprietary 27
Google Confidential and 27
Source: comScore Brand Metrix, Norms Database, November 2008 26 



Successful curve ad campaigns


Connect With Users Through Engaging Video

YouTube, the world’s second largest search engine, is the home of online
video with 144M users worldwide .
Google Confdenta ad Proprietary

Source: Google Internal Data


How do we succeed moving
forward?


Recommendations on Utilizing Online
Media
Opportunity Action Item
Search • Maintain market share on queries
• Have target market friendly ad copy
• Drive search traffic to market specific landing pages
Mobile  Similar to search, target ads to market specific friendly
 queries, i.e. active vacation, spa, history, cuisine, gay-
friendly hotel
 Where relevant, run local ads
Display • Run on target market high index sites
• Reach audience through highly indexed
 interest category targeting
• Have friendly creatives– both in terms of copy
 and image ads

YouTube Target market friendly channel
Highlight diversity attributes through compelling video

 Google Confidential and Proprietary
Google Confidential and Proprietary 30


You have multiple opportunities and
channels in which to sell – create your
―story arc‖
Story
arc

Planning Purchase Departure Trip Return Next Trip

48 © 2010 Forrester Research, Inc. Reproduction Prohibited


How to view traveler brand loyalty moving
forward…

33 © 2010 Forrester Research, Inc. Reproduction Prohibited

Source: Google Images

Create new ways to help travelers find
the value you offer



Travelers don‘t always know where
they want to go

Source: Google Images


Make it easy for travelers to open their
wallets



Make sure you offer the right written and
visual content – and enable to traveler to
configure it to her needs



Partner with TAT - NY

We welcome your
partnership –

It is key for achieving
success.


Thank You



“ทำตลาดเชิงรุก บุกตลาดกับ ททท.”

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