Uploaded byStefanos Karagos
Destination Marketing: The Journey Before The Destination
This document discusses factors impacting the hospitality industry and consumer behavior in travel planning and decision making. It notes that consumers now research, book, and share travel experiences primarily through digital channels and social media. It advocates for brands to focus on understanding the connected consumer journey, from inspiration to sharing experiences, and to strategize marketing accordingly across owned channels and partnerships instead of following trends. The presentation provides details on how brands can engage consumers at each stage of the journey.
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Destination Marketing: The Journey Before The Destination
- 1. THE JOURNEY BEFORE THEDESTINATION The Traveling Decision Making and " the Connected Consumer. Stefanos Karagos, Information Scientist XPLAIN.co March 2015
- 2. XPLAIN.co -2015 LET’S GETTO KNOW EACH OTHER
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- 4. XPLAIN.co -2015 I BELIEVEIN GOD OF DATA AND MARKETING :-)
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- 6. WE LOVE TOINTEGRATE BRANDS INTO CONSUMERS’ LIFE
- 7. XPLAIN.co -2015 Digital Strategy& Advisory
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- 13. Our Expertise After10 Years FMCG Retail Destinations Transportation Technology
- 14. NO MORE SPAM:-)
- 15. XPLAIN.co -2015 WHAT ABOUTYOU? let’s be interactive
- 16. XPLAIN.co -2015 HOW MANYOF YOU HAVE A FB PAGE?
- 17. XPLAIN.co -2015 A BUSINESSFB PAGE?
- 18. XPLAIN.co -2015 A BUSINESSLINKEDIN PAGE?
- 19. XPLAIN.co -2015 AN INSTAGRAMACCOUNT?
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- 21. XPLAIN.co -2015 >7.000 Brand Pagesin Portugal
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- 26. Content! Web is allabout
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- 28. IMPORTANT FACTORS IMPACTING THE HOSPITALITY INDUSTRY
- 29. Acceleration in Shiftfrom Desktop ! to Mobile & Tablet! Important Factors Impacting The Hospitality Industry Over 42% of website visitors and nearly 16% of bookings came from tablet and mobile devices in the first half of 2014. " " Visitors to desktop sites declined 16% year over year while increasing by nearly 51% on mobile devices.
- 30. Search Engines andSocial Media is the ! King of Direct Online Distribution! Important Factors Impacting The Hospitality Industry Search Engines are responsible for over 52% of traffic to hotel websites.
- 31. Dynamic Rate Marketing(DRM) Creates ! New Revenue Opportunities at High ROI! Important Factors Impacting The Hospitality Industry Hotels, Resorts, and Airlines can now seamlessly integrate " real-time availability and pricing in various marketing initiatives: " From meta search to display advertising via the top travel ad networks, retargeting and Google Adwords to email marketing.
- 32. Digital greatly influencesTravel Planning ! from the very first stages of the consumer journey
- 33. 33% ! of travelershave used mobile apps to find flight deals Source: Ipsos MediaCT 2014 81% ! post vacation photos on a social network while still on vacation 37% ! have used mobile apps to find hotel deals
- 34. Users’ Online ReviewsImpact! 78% ! said reviews impacted choice of dining 2013 Cornell University 87% ! said reviews impacted hotel choice 84% ! said reviews impacted method of travel
- 35. Of those whoused Social Media to research travel plans, only 48% stuck with their original travel plans.! 34% changed their hotel 11% changed agent/operator/website 8% holidayed in a different country 7% switched airlines 2013 Cornell University
- 36. FACT OR FAKE?! Checkthe review here: reviewskeptic.com Cornell University
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- 38. Good Online RattingBoost Sales! if a hotel increases its review scores by one point on a five-point scale, it can increase its price by +15.3% A 2013 Cornell University study using transactional data from Travelocity & TripAdvisor
- 39. THE NOT SOGOOD NEWS
- 40. 92% are morewilling to spread the Bad Experience than the Good one.
- 41. Your Brand IsNot What You Say It Is. It’s What Consumers Discuss Between Them.
- 42. YES, YOU CAN’TCONTROL YOUR BRAND BUT...
- 43. YOU CAN CONTROL" THE EXPERIENCE! Focus on This in 2015
- 44. The Traditional 3Step Mental Model of Marketing First Moment of Truth Second Moment of Truth Stimulus At shelf In-store Experience FMOT: was coined by Procter & Gamble in 2005
- 45. Source: Google RetailShopper Path to Purchase Study, September 2013 Pre-shopping is a Daily Habit! Of all Shoppers they search " the path to Purchase 84%
- 46. The New MentalModel of Marketing First Moment of Truth Second Moment of Truth Stimulus Pre-shopping | In-store | In-home At shelf In-store Experience Which becomes the next person’s ZMOT Source: Google 2012
- 47. It’s A NaturalBehaviour!
- 48. Travelers Rely On 86%98% In Destination Experience 97% Search Ads Source: Google Retail Shopper Path to Purchase Study, September 2013Source: Google 2012
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- 52. XPLAIN.co -2015 TO ABRAND CENTRIC STRATEGIC APPROACH
- 53. XPLAIN.co -2015 WHICH ISBY DEFINITION
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- 55. XPLAIN.co -2015 WHERE TOSTART? good question
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- 58. XPLAIN.co -2015 BRAND into thecenter of your Marketing!
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- 61. XPLAIN.co -2015 BRAND Situation Analysis where arewe now? where do we want to be?
- 62. XPLAIN.co -2015 BRAND Situation Analysis where arewe now? where do we want to be? how do we get there?
- 63. XPLAIN.co -2015 BRAND Situation Analysis Tactics where arewe now? where do we want to be? how do we get there? the path to get there
- 64. XPLAIN.co -2015 BRAND Situation Analysis Tactics where arewe now? where do we want to be? how do we get there? the path to get there the details of the tactics
- 65. XPLAIN.co -2015 BRAND Situation Analysis Tactics where arewe now? where do we want to be? how do we get there? the path to get there the details of the tactics how we do monitor our performance?
- 66. XPLAIN.co -2015 DON’T JUSTFOLLOW TRENDS,
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- 68. if you want tosurvive and succeed
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- 70. Travel ! Inspiration! Research! Booking!Experience ! On Property! Sharing! The Experience!
- 71. Travel ! Inspiration! 1 88% considerthe internet their main source for Inspiration
- 72. Travel ! Inspiration! Through! 1. SocialMedia 2. eMails 3. Search Engines What I have to Do! 1. Build your Digital Assets Network 2. Create & Seed Shareable Content 3. Utilize User Generated Content 1
- 73. Research! 2 Over 71% leisure travelersresearch online
- 74. Research! Through! 1. Organic Reach 2. Online Advertising 3. Reviews What I have to Do! 1. Create & Seed Optimized Content 2. Utilize User Generated Content 3. Build Affiliations 4. Implement Targeted Advertising 5. Implement Re-Marketing 2
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- 76. Booking! Through! 1. Owned Website 2. eMail 3. Third Party Partners What I have to Do! 1. Add the Option to Your Website 2. Optimize the Booking Procedure 3. Optimize the “Thank you” Message 4. Surprise them! 5. Use Google Analytics to Understand 3
- 77. Experience ! On Property! 4 94%will visit your digital assets
- 78. Experience ! On Property! Through! 1. Owned Website 2. Social Media 3. eMail & Reviews 4. Live Experience What I have to Do! 1. Amazing Visual Content 2. Make the Experience Visible 3. Show Your Difference 4. Convert Visitors to Profiles 5. Create Mobile Friendly Assets 6. Implement Re-Marketing 4
- 79. Sharing! The Experience! 5 Over 75%use a mobile for travel related information
- 80. Sharing! The Experience! Through! 1. SocialMedia What I have to Do! 1. Online Reputation Management 2. Ask Guests for Reviews 3. Respond to Every Question 4. Add Social Elements to Your Website and to Your Property 5. Create an Active Community 5
- 81. XPLAIN.co -2015 LET'S KEEPTHIS IN MIND
- 82. XPLAIN.co -2015 STRATEGY ISTHE ONLY TREND you have to follow this year.
- 83. XPLAIN.co -2015 ALL THEREST ARE JUST FIREWORKS, burning your precious money
- 84. XPLAIN.co -2015 IF YOUARE LOOKING FOR
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- 86. XPLAIN.co -2015 STRATEGIZE ORDIE HARD
- 87. karagos@xplain.co XPLAIN.co NEED FOR SUPPORT? CONTACT US: THANK U! Stefanos Karagos, Information Scientist