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TpM2015: Marketing Automation in Tourism : Let's Stop Getting Robbed By The Giants Of The Net!
TOURISM PROFESSIONAL MEETING – DEC. 2015
Marketing Automation in Tourism :
Let’s Stop Getting Robbed
By The Giants Of The Net!
TOURISM PROFESSIONAL MEETING – DEC. 2015
Today, it is socially unacceptable to miss your vacation.
TOURISM PROFESSIONAL MEETING – DEC. 2015
Before, we had guides...
TOURISM PROFESSIONAL MEETING – DEC. 2015
...but they were not always reliable as time went on.
TOURISM PROFESSIONAL MEETING – DEC. 2015
So, we started trusting our peers...
TOURISM PROFESSIONAL MEETING – DEC. 2015
And that’s when profit margins started to disappear.
TOURISM PROFESSIONAL MEETING – DEC. 2015
- In Extenso Conseil -
Commissions increasing 64 % over 5 years,
occupation rates dropping 7,7 %
turnover dropping 3,9 %
TOURISM PROFESSIONAL MEETING – DEC. 2015
130
120
110
100
90
80
70
2008 2009 2010 2011 2012
Sources: In Extenso, 2013
Commission
amount
Indicator
Lodging turnover
Occupancy rates
Giants of the net take your margin
TOURISM PROFESSIONAL MEETING – DEC. 2015
The product of «Tourism» has become impersonal
TOURISM PROFESSIONAL MEETING – DEC. 2015
- Rémi Ohayon -
These portals have gained notoriety
by hijacking the names of these hotels.
They have bought, through paid advertising,
the hotel’s brands.
TOURISM PROFESSIONAL MEETING – DEC. 2015
These giants take ownership of your brand and your cities
TOURISM PROFESSIONAL MEETING – DEC. 2015
These giants take ownership of your brand and your cities
TOURISM PROFESSIONAL MEETING – DEC. 2015
These giants take ownership of your brand and your cities
TOURISM PROFESSIONAL MEETING – DEC. 2015
- UFC Que Choisir -
30% of consumer reviews are fake
TOURISM PROFESSIONAL MEETING – DEC. 2015
THE DOUBLE HOLD UP
•	 They take a commission on
each reservation
•	 Make users believe that
they’ll pay less using a middle
man
TOURISM PROFESSIONAL MEETING – DEC. 2015
BUT YOU CAN ACT!
•	 you know how to do
•	 no magic wand
•	 connect directly to your
client base
TOURISM PROFESSIONAL MEETING – DEC. 2015
- Mercator, J. Lendrevie et J. Lévy -
The BRAND is A NAME and a set of DISTINCTIVE
SYMBOLS which have POWER OVER THE MARKET,
giving the feeling of LEGITIMACY to products
and services, and CREATING VALUE.
TOURISM PROFESSIONAL MEETING – DEC. 2015
Goals for a tourism brand?
TOURISM PROFESSIONAL MEETING – DEC. 2015
Segmentation = defining personas
TOURISM PROFESSIONAL MEETING – DEC. 2015
38 years old, Zurich
Stay at home mom, 2 kids (7 and 10 years old)
Husband, upper management at SwissLife
Context
• Husband often travels for work
• Family goes on holiday in February
• Lots of searching on the web
• Chose Arosa Ski Resort in Grisons
• Looking for a place to stay for the trip
Goals
• Relaxing holiday
• Family activities
• Discover a new tourism destination
Personality
• Strong personality
• She’s the decision maker at home
• Has high expectations for the quality of
services and products
• Is willing to pay in order to have it
SOPHIE
MÜLLER
TOURISM PROFESSIONAL MEETING – DEC. 2015
Create and adapt your content according to each different persona
TOURISM PROFESSIONAL MEETING – DEC. 2015
- Tendance360/ESC Paris -
Brand has quickly become the new platform
for brands, by mixing creativity,
transparence and client experience.
TOURISM PROFESSIONAL MEETING – DEC. 2015
DIGITAL CLIENT RELATIONS=
BUSINESS SAVVY
•	 Your business, even in the
digital world, is service!
•	 observing prospective
clients
•	 adapting the message
•	 Going above and beyond
the 1% conversion rate
TOURISM PROFESSIONAL MEETING – DEC. 2015
But, be careful of the “digital marketing solutions” trap
TOURISM PROFESSIONAL MEETING – DEC. 2015
- TNS Sofres, April 2015 -
In France, 50%of sites with less than
1M€ turnoveraren’t making money
TOURISM PROFESSIONAL MEETING – DEC. 2015
Simplifying digital for a better understanding
- 6 channels only to come to your website
Mailing
Links
Notoriety
Social
Paid
Organic
TOURISM PROFESSIONAL MEETING – DEC. 2015
- UFC Que Choisir -
60% of buyers research a product after
having read something about it.
TOURISM PROFESSIONAL MEETING – DEC. 2015
Marketing Automation: How does it work?
TOURISM PROFESSIONAL MEETING – DEC. 2015
Organize your marketing strategy
Internet
Viral
Cam
paign
Blog
Links
Adwords
Forum
Followers
Mail
M
edia
SEO
Like
Network
Web siteCatalog
RP
Drive traffic
TOURISM PROFESSIONAL MEETING – DEC. 2015
1%
...and then orchestrate it
Closing
Drive traffic
Catch attention
TOURISM PROFESSIONAL MEETING – DEC. 2015
49%1%
...and then orchestrate it
Closing
Drive traffic
Catch attention
TOURISM PROFESSIONAL MEETING – DEC. 2015
1% 49%
...and then orchestrate it
Segmentation
Nurturing
Qualification
Closing
Drive traffic
Catch attention
TOURISM PROFESSIONAL MEETING – DEC. 2015
- Prestashop -
41%of online users never complete
their order because they’re not ready to buy
right away, but they will buy eventually!
TOURISM PROFESSIONAL MEETING – DEC. 2015
Personalize relationships
- The more we look
to personalize
relationships, the
more automation is
necessary
TOURISM PROFESSIONAL MEETING – DEC. 2015
Guidance
- The methods and tools
allow the scripting of
the relationship with
online users, moving
with the rhythm of the
interactions.
TOURISM PROFESSIONAL MEETING – DEC. 2015
Collecting Data
Behavioural Declarative
TOURISM PROFESSIONAL MEETING – DEC. 2015
Input Data
Lead tracking - Behavioural

CRM - Demographic + Declarative
=
Segmentation
TOURISM PROFESSIONAL MEETING – DEC. 2015
For segmentation and targeting
Discovery
Interest
Desire
Action
Loyalty
Ambassador
TOURISM PROFESSIONAL MEETING – DEC. 2015
Adapting the message and the scenario
TOURISM PROFESSIONAL MEETING – DEC. 2015
To nourish the client relationship
TOURISM PROFESSIONAL MEETING – DEC. 2015
- Bulldog Solutions -
Marketing Automation reduces
the number of ignored prospects
from 80%to 25%.
TOURISM PROFESSIONAL MEETING – DEC. 2015
Concrete cases of marketing automation strategy
TOURISM PROFESSIONAL MEETING – DEC. 2015
TOURISM PROFESSIONAL MEETING – DEC. 2015
Context
Double Paradigm Shift
•	 Moving from a white-
label company, to a
branded company
•	 Bring clients to hotels
and recreation centers
Challenge
•	 Create the brand
•	 Generate traffic
•	 Increase sales
Approach
The Approach Strategy
of conquest and loyalty
based on a brand/
consumer relationship
•	 Notoriety
•	 Traffic generating
•	 Acquisition
•	 Loyalty
•	 Reactivation
TOURISM PROFESSIONAL MEETING – DEC. 2015
Actions
•	 New brand platform
•	 E-mail contact form
•	 Co-registration sign-up
•	 Relational channels by personas
•	 Landing pages for conversion
•	 Nurturing with infos and sales
TOURISM PROFESSIONAL MEETING – DEC. 2015
DEEP NATURE
Results
+400%
of online turnover
+305%
page views
+10%
loyal visitors
30%
opened emails
TOURISM PROFESSIONAL MEETING – DEC. 2015
Bienvenue en Seine-MaritimeWelcome to Seine-Maritime
seine-maritime-tourisme.com
TOURISM PROFESSIONAL MEETING – DEC. 2015
Context
•	 A new brand to cater to the evolutions
•	 The content value already integrated
•	 A need for an orchestra conductor
•	 Reduce the dependence on Web
giants
Challenge
•	 Promote the destination
•	 Promote the tourism professionals
•	 Prepare the transition to an online
retail store (2017)
•	 Transfer of progressive skills
TOURISM PROFESSIONAL MEETING – DEC. 2015
Actions
•	 Testing the contact base
•	 Online contact form on all pages
•	 Co-registration sign-up
•	 Segmentation based on persona
•	 Content based on personas
•	 Begin nurturing
TOURISM PROFESSIONAL MEETING – DEC. 2015
SEINE MARITIME TOURISME
Results (after 8 months)
+100%
qualified contacts
33%
rate of opened emails
+25%
site visits (outside
of paid traffic)
- 44%
share of paid
traffic
TOURISM PROFESSIONAL MEETING – DEC. 2015
130
120
110
100
90
80
70
2008 2015 2018
Sources: In Extenso, 2013
To conclude:
NURTURE your client  AUTOMATE the content
And get your profit margins back!
Commission
amount
Indicator
Lodging turnover
Occupancy rates
TOURISM PROFESSIONAL MEETING – DEC. 2015
@FredBescond
www.paprika.agency
@scouleaud
www.webmecanik.com
Thank you very much, and enjoy Marketing Automation!

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TpM2013: Michael Anfang : Der interaktive Kontakt zum Gast wird zur Überleben...
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TpM2013: Jean-Claude Morand : Recourir à l’intelligence artificielle pour amé...
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TpM2013: Jessika Weber, University of Bournemouth : Gaming und Gamification i...
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TpM2013: Thierry Pilet, Geomatic : E-Tourisme: un panel de solution de commun...
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TpM2013: Michael Fux & Roland Schegg, HES-SO Valais : State of Art in Swiss e...
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TpM2013: Pascal Bieri, Switzerland Tourism : Les innovations digitales au ser...
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TpM2015: Marketing Automation in Tourism : Let's Stop Getting Robbed By The Giants Of The Net!

  • 2. TOURISM PROFESSIONAL MEETING – DEC. 2015 Marketing Automation in Tourism : Let’s Stop Getting Robbed By The Giants Of The Net!
  • 3. TOURISM PROFESSIONAL MEETING – DEC. 2015 Today, it is socially unacceptable to miss your vacation.
  • 4. TOURISM PROFESSIONAL MEETING – DEC. 2015 Before, we had guides...
  • 5. TOURISM PROFESSIONAL MEETING – DEC. 2015 ...but they were not always reliable as time went on.
  • 6. TOURISM PROFESSIONAL MEETING – DEC. 2015 So, we started trusting our peers...
  • 7. TOURISM PROFESSIONAL MEETING – DEC. 2015 And that’s when profit margins started to disappear.
  • 8. TOURISM PROFESSIONAL MEETING – DEC. 2015 - In Extenso Conseil - Commissions increasing 64 % over 5 years, occupation rates dropping 7,7 % turnover dropping 3,9 %
  • 9. TOURISM PROFESSIONAL MEETING – DEC. 2015 130 120 110 100 90 80 70 2008 2009 2010 2011 2012 Sources: In Extenso, 2013 Commission amount Indicator Lodging turnover Occupancy rates Giants of the net take your margin
  • 10. TOURISM PROFESSIONAL MEETING – DEC. 2015 The product of «Tourism» has become impersonal
  • 11. TOURISM PROFESSIONAL MEETING – DEC. 2015 - Rémi Ohayon - These portals have gained notoriety by hijacking the names of these hotels. They have bought, through paid advertising, the hotel’s brands.
  • 12. TOURISM PROFESSIONAL MEETING – DEC. 2015 These giants take ownership of your brand and your cities
  • 13. TOURISM PROFESSIONAL MEETING – DEC. 2015 These giants take ownership of your brand and your cities
  • 14. TOURISM PROFESSIONAL MEETING – DEC. 2015 These giants take ownership of your brand and your cities
  • 15. TOURISM PROFESSIONAL MEETING – DEC. 2015 - UFC Que Choisir - 30% of consumer reviews are fake
  • 16. TOURISM PROFESSIONAL MEETING – DEC. 2015 THE DOUBLE HOLD UP • They take a commission on each reservation • Make users believe that they’ll pay less using a middle man
  • 17. TOURISM PROFESSIONAL MEETING – DEC. 2015 BUT YOU CAN ACT! • you know how to do • no magic wand • connect directly to your client base
  • 18. TOURISM PROFESSIONAL MEETING – DEC. 2015 - Mercator, J. Lendrevie et J. Lévy - The BRAND is A NAME and a set of DISTINCTIVE SYMBOLS which have POWER OVER THE MARKET, giving the feeling of LEGITIMACY to products and services, and CREATING VALUE.
  • 19. TOURISM PROFESSIONAL MEETING – DEC. 2015 Goals for a tourism brand?
  • 20. TOURISM PROFESSIONAL MEETING – DEC. 2015 Segmentation = defining personas
  • 21. TOURISM PROFESSIONAL MEETING – DEC. 2015 38 years old, Zurich Stay at home mom, 2 kids (7 and 10 years old) Husband, upper management at SwissLife Context • Husband often travels for work • Family goes on holiday in February • Lots of searching on the web • Chose Arosa Ski Resort in Grisons • Looking for a place to stay for the trip Goals • Relaxing holiday • Family activities • Discover a new tourism destination Personality • Strong personality • She’s the decision maker at home • Has high expectations for the quality of services and products • Is willing to pay in order to have it SOPHIE MÜLLER
  • 22. TOURISM PROFESSIONAL MEETING – DEC. 2015 Create and adapt your content according to each different persona
  • 23. TOURISM PROFESSIONAL MEETING – DEC. 2015 - Tendance360/ESC Paris - Brand has quickly become the new platform for brands, by mixing creativity, transparence and client experience.
  • 24. TOURISM PROFESSIONAL MEETING – DEC. 2015 DIGITAL CLIENT RELATIONS= BUSINESS SAVVY • Your business, even in the digital world, is service! • observing prospective clients • adapting the message • Going above and beyond the 1% conversion rate
  • 25. TOURISM PROFESSIONAL MEETING – DEC. 2015 But, be careful of the “digital marketing solutions” trap
  • 26. TOURISM PROFESSIONAL MEETING – DEC. 2015 - TNS Sofres, April 2015 - In France, 50%of sites with less than 1M€ turnoveraren’t making money
  • 27. TOURISM PROFESSIONAL MEETING – DEC. 2015 Simplifying digital for a better understanding - 6 channels only to come to your website Mailing Links Notoriety Social Paid Organic
  • 28. TOURISM PROFESSIONAL MEETING – DEC. 2015 - UFC Que Choisir - 60% of buyers research a product after having read something about it.
  • 29. TOURISM PROFESSIONAL MEETING – DEC. 2015 Marketing Automation: How does it work?
  • 30. TOURISM PROFESSIONAL MEETING – DEC. 2015 Organize your marketing strategy Internet Viral Cam paign Blog Links Adwords Forum Followers Mail M edia SEO Like Network Web siteCatalog RP Drive traffic
  • 31. TOURISM PROFESSIONAL MEETING – DEC. 2015 1% ...and then orchestrate it Closing Drive traffic Catch attention
  • 32. TOURISM PROFESSIONAL MEETING – DEC. 2015 49%1% ...and then orchestrate it Closing Drive traffic Catch attention
  • 33. TOURISM PROFESSIONAL MEETING – DEC. 2015 1% 49% ...and then orchestrate it Segmentation Nurturing Qualification Closing Drive traffic Catch attention
  • 34. TOURISM PROFESSIONAL MEETING – DEC. 2015 - Prestashop - 41%of online users never complete their order because they’re not ready to buy right away, but they will buy eventually!
  • 35. TOURISM PROFESSIONAL MEETING – DEC. 2015 Personalize relationships - The more we look to personalize relationships, the more automation is necessary
  • 36. TOURISM PROFESSIONAL MEETING – DEC. 2015 Guidance - The methods and tools allow the scripting of the relationship with online users, moving with the rhythm of the interactions.
  • 37. TOURISM PROFESSIONAL MEETING – DEC. 2015 Collecting Data Behavioural Declarative
  • 38. TOURISM PROFESSIONAL MEETING – DEC. 2015 Input Data Lead tracking - Behavioural CRM - Demographic + Declarative = Segmentation
  • 39. TOURISM PROFESSIONAL MEETING – DEC. 2015 For segmentation and targeting Discovery Interest Desire Action Loyalty Ambassador
  • 40. TOURISM PROFESSIONAL MEETING – DEC. 2015 Adapting the message and the scenario
  • 41. TOURISM PROFESSIONAL MEETING – DEC. 2015 To nourish the client relationship
  • 42. TOURISM PROFESSIONAL MEETING – DEC. 2015 - Bulldog Solutions - Marketing Automation reduces the number of ignored prospects from 80%to 25%.
  • 43. TOURISM PROFESSIONAL MEETING – DEC. 2015 Concrete cases of marketing automation strategy
  • 45. TOURISM PROFESSIONAL MEETING – DEC. 2015 Context Double Paradigm Shift • Moving from a white- label company, to a branded company • Bring clients to hotels and recreation centers Challenge • Create the brand • Generate traffic • Increase sales Approach The Approach Strategy of conquest and loyalty based on a brand/ consumer relationship • Notoriety • Traffic generating • Acquisition • Loyalty • Reactivation
  • 46. TOURISM PROFESSIONAL MEETING – DEC. 2015 Actions • New brand platform • E-mail contact form • Co-registration sign-up • Relational channels by personas • Landing pages for conversion • Nurturing with infos and sales
  • 47. TOURISM PROFESSIONAL MEETING – DEC. 2015 DEEP NATURE Results +400% of online turnover +305% page views +10% loyal visitors 30% opened emails
  • 48. TOURISM PROFESSIONAL MEETING – DEC. 2015 Bienvenue en Seine-MaritimeWelcome to Seine-Maritime seine-maritime-tourisme.com
  • 49. TOURISM PROFESSIONAL MEETING – DEC. 2015 Context • A new brand to cater to the evolutions • The content value already integrated • A need for an orchestra conductor • Reduce the dependence on Web giants Challenge • Promote the destination • Promote the tourism professionals • Prepare the transition to an online retail store (2017) • Transfer of progressive skills
  • 50. TOURISM PROFESSIONAL MEETING – DEC. 2015 Actions • Testing the contact base • Online contact form on all pages • Co-registration sign-up • Segmentation based on persona • Content based on personas • Begin nurturing
  • 51. TOURISM PROFESSIONAL MEETING – DEC. 2015 SEINE MARITIME TOURISME Results (after 8 months) +100% qualified contacts 33% rate of opened emails +25% site visits (outside of paid traffic) - 44% share of paid traffic
  • 52. TOURISM PROFESSIONAL MEETING – DEC. 2015 130 120 110 100 90 80 70 2008 2015 2018 Sources: In Extenso, 2013 To conclude: NURTURE your client AUTOMATE the content And get your profit margins back! Commission amount Indicator Lodging turnover Occupancy rates
  • 53. TOURISM PROFESSIONAL MEETING – DEC. 2015 @FredBescond www.paprika.agency @scouleaud www.webmecanik.com Thank you very much, and enjoy Marketing Automation!