Voice interaction is changing the face of travel marketing – Travolution.co.uk

call centreWe all want to acquire new customers and gain the loyalty of existing ones – but what is really the key to achieving this? Travel brands are increasingly focusing on the digital journey to support the customer objective, but this does not help anything if the offline customer journey is ignored. It’s not just all about online interactions; there is still a real value in doing business over the phone.

It makes sense to focus on online, especially as in 2013, 72% of all adults bought goods or services online, up from 53% in 2008. The constant evolution within social media have dragged businesses’ attention to social and digital platforms. However, when it comes to actual conversions, 65% of businesses consider phone calls to be their highest-quality lead source. This is where the human side of the customer journey comes into play and the point at which the voice can make or break the sale.

travolutionvia Guest Post: Voice is changing the face of travel marketing – Travolution.co.uk.

Metasearch | L2: Business Intelligence for Digital

hotel searchWhile travellers are increasingly dependent on metasearch to inform their hotel booking decisions, hotels are losing out to OTAs on top booking positions and traffic to brand sites. The L2 Prestige Hotels 2014 Metasearch Insight Report reveals the performance gap and shows how hotel brands can leverage metasearch to fight back against OTAs to drive consumers to their sites for direct bookings and higher margins.

via Metasearch | L2: Business Intelligence for Digital.

Digital Marketing Trends Redefining Tourism Prospects | Travelandtourworld.comTravelandtourworld.com

Wednesday, July 9, 2014

the-digital-marketing-room-homepage-grid-300x152

Technological advancement has completely revolutionized the concept of travelling round the globe. With the increasing number of travel technology providers, tourism in different exotic destinations gets a boost. Hassle-free and instant in its function, travel apps are the latest trend among global tourists.

Digital marketing is the most sought-after modish trend to promote tourism. Offering promotional deals is a simple way to invite potential customers to travel while segmenting your market to find interests for touring.

Social media marketing has immensely contributed to increase tourist influx in unconventional destinations along with boosting tourism in picturesque locales.Among the 25 major international markets surveyed, Asia ranks top in online travel bookings, mobile searches and mobile bookings.

Asian travellers lead the field when it comes to mobile travel bookings and searches performed, at 33% and 59% respectively, compared to the global average of 25% and 46% respectively.Travellers continue to use the internet for both information and booking.

Travel advertisers need to take full take advantage of the opportunities online advertising offer, as the key component in their marketing strategy.If you are a travel advertiser, then Adform has a range of new and exciting Rich Media formats that will perfectly fit your campaign objectives.

For instance, what should you do when you want to entice travellers to visit a specific island? How can you recreate that beach sensation for them? Check out their Sandstorm format and the revolutionizing Snowball format for a brighter tourism prospect.

via Digital Marketing Trends Redefining Tourism Prospects | Travelandtourworld.comTravelandtourworld.com.

Travel Marketing the Social Media Way

Travel Marketing the Social Media Way

social-media21

By Ilya Albert, Published June 27, 2014

You would have looked for their advices on going to places they suggest and booking the accommodation there that they would tell you to be the best for you. The advent of the social media seems to have changed this concept completely.

Making Travel Plans from Social Media

As many as 40% of the travelers use social media for travel inspiration and 42% use it for planning their trip, says Trip Advisor. But what seems to be an important information provided by this travel website is that an overwhelming 76% seems to use social media platforms for sharing their travel experiences, Almost 91% of the travelers who take social media into account post photos there. Besides, many others also use social media platforms to post videos or write ups to share their online friends. Therefore, these experiences are surely going to impress others and influence their decisions in future while going for a trip.

Finding the Best Accommodation on Social Media

Worried how to find the perfect place to stay during your trip? Social media can help you in this process as well. Hundreds of hotels and timeshare companies are advertising on Facebook and other social media platforms. This provides you with the option of finding the best options for staying, which can make your trip an enchanting one. While you can go for luxury hotels, there are also budget options, such as timeshares and bed & breakfast inns, which can help you complete the trip within a short time. Check out different social media platforms for advice from the people who have already treaded the route you are planning to travel.

Social Media as a Travel Best Practice

According to LinkedIn, the integration of social media in the travel industry for marketing has been one of the best practices. More and more travel and tourism companies are engaging these days in the process of social media marketing. In fact, different governments are also engaging in advertising the places in their territories as the perfect travel destinations. Besides, these governments and also a few travel companies are providing different types of offers to the travelers. This is driving more and more people with every passing day to use these social media platforms for making their travel plans.Social Media becoming Important Travel Marketing PlatformTravel companies have already started taking the social media platforms seriously. They are planning special marketing programs on these websites. Many of them are creating pages of their own on social media sites, such as Facebook. They are using these pages to provide information about their offerings. Besides, they are also providing images and videos of these places to make the tourists more interested in them. Hence, many of these companies are finding that a large number of their customers are being mobilized from the social media platforms.

Marketing in the Social Media Groups on Travel

Have you already joined a social media website for making travel plans? Are you worried how to start with the process? You will find quite a few groups, which are engaged in discussions about travel. Join them. You can even ask questions to clarify your doubts or finding the best destinations. This is why many travel marketing companies also join these travel groups on social media. They find these a perfect place to market their plans. When you ask a question, they can answer it and, at the same time, publicize their offerings as well. This is likely to help them increase their business revenues significantly.Like any other process, travel marketing was also growing and transforming over the years. As social media became an integral part of the life, it entered almost all the industries. The travel industry was no exception as well. Social media has been utilized significantly. Hence, it has helped to take the process of travel a significant step forward.

via Travel Marketing the Social Media Way.

REPORT: Apps Are Key To Reaching Travelers – AllFacebook

SmartphoneInBeachChair650

David Cohen on June 20, 2014 

The way people travel has moved far beyond the days of travel agents and calling cards thanks to rapid advances in mobile technology, and a new report from Facebook and Boston Consulting Group offers a look at how travel marketing needs to change in order to keep pace.

Key findings from “Travel Goes Mobile,” according to a post on the Facebook for Business page, were:

  • Mobile should be integral and central to your marketing strategy. People spend the majority of their time online using their mobile devices, yet most travel companies haven’t reflected this shift in their marketing and business strategies.
  • The proliferation of applications will become increasingly prevalent in a mobile-driven world. As people spend more time on their smartphones and tablets — primarily via apps — travel companies have vast opportunities to communicate with new and existing customers during every phase of the travel journey. From becoming inspired, dreaming about where to go because of an ad, a post, or a picture, to planning, booking, experiencing, reflecting, and sharing, digital and mobile technologies enhance these experiences.
  • Sophisticated apps enable travel companies to foster loyalty with new and existing customers. Apps provide direct lines of communication; they help determine intent and add brand value over the long term.

Facebook Global Head of Travel Strategy Lee McCabe, co-author of the report, wrote in the Facebook for Business post:

This paper reveals the extraordinary role mobile can and will continue to play in travel and the tremendous value it can add to travel companies’ and travelers’ experiences alike. Importantly, this paper highlights the urgent need for travel companies to develop sophisticated apps, which, when combined with rich data and sophisticated targeting capabilities, allow for personalized marketing at scale. The ability to perfectly time and tailor messages is very powerful from a business standpoint — for both brand and direct response-related objectives.

via REPORT: Apps Are Key To Reaching Travelers – AllFacebook.

Skyscanner aims to challenge Baidu in the Chinese travel market – Telegraph

Edinburgh-based company acquires local start-up Youbibi to gain foothold in domestic travel comparison

bai_1950695bBaidu is China’s Google, dominating general web search and competing in many specialist search markets Photo: REUTERS

By Christopher Williams, Technology, Media and Telecoms Editor

Skyscanner, the British flight search company, aims to challenge Baidu, the dominant Chinese web search engine, with the acquisition of Youbibi, a local domestic travel price comparison start-up

The deal will see Youbibi’s 20-strong team, based in Shenzen, come under the control of Skyscanner’s existing Chinese operation in Beijing.

Skyscanner, based in Edinburgh, said the acquisition will provide mostly expertise in product development and domestic travel. Youbibi’s search receives only 100,000 visitors per month, roughly a tenth of Skyscanner’s Chinese website.

skyscanner_logoAndy Sleigh, Skyscanner’s general manager for Asia, said: “It’s primarily and engineering workforce. Our team in Beijing is primarily a sales and marketing workforce.”Skyscanner refused to disclose the financial terms of the acquisition.

Like Skyscanner, Youbibi specialises in ‘metasearch’, or searching comparison sites. It is focused on the Chinese domestic tourism market, which the central government last year said it would make a development priority over the next seven years. Chinese travellers will spend $75bn online in 2017, according to estimates by iResearch.

Steven Pang, Youbibi’s chief executive, said: “We are proud of the technology that we have developed and, by bringing this together on our platform with Skyscanner’s global flight expertise, we believe we can create a really exciting travel search tool for all Chinese travellers.”

Skyscanner established its Beijing operation in 2012 via a deal with Baidu, which controls about four fifths of the Chinese web search market. The British company provides Baidu with international flight price comparison data.

Its push into the domestic market with Youbibi will put it in direct competition with Qunar, Baidu’s own domestic travel search tool.

via Skyscanner aims to challenge Baidu in the Chinese travel market – Telegraph.

Boston Consulting Group – Facebook Report – Travel Companies Have Been Slow to Seize the Mobile Opportunity

Facebook logoTravel Companies Have Been Slow to Seize the Mobile Opportunity

Early Movers Can Cement Significant Advantage by Personalizing the Travel Journey

According to a New Report by BCG and Facebook BOSTON, June 19, 2014—

Although it was one of the first industries to be disrupted by digital commerce, travel and tourism has been slow to embrace the opportunities offered by mobile technology, according to Travel Goes Mobile, a new report by The Boston Consulting Group and Facebook. This reticence has left the playing field wide open for early movers. Those that miss the shift will find catching up increasingly difficult once consumers patterns of behavior and relationships with mobile apps and the companies behind them solidify.

BCG Logo“Early movers in travel, especially those companies that design successful mobile apps, have the opportunity to establish lasting advantage,” said Jason Guggenheim a BCG partner and coauthor of the report. “For many travel suppliers, this means an opportunity to strengthen or reestablish customer relationships that have been eroded by online intermediaries. For intermediaries, it means rethinking their offerings to protect the positions they have established on the PC. Winners will need to understand their customers’ mobile-usage trends, tailor their marketing, and even adapt their operating models accordingly.”

Estimates of the number of apps installed on the average smartphone vary, depending on who is doing the counting, but they range from about 25 to about 40. So far, only a few travel-company apps are used regularly by a significant share of consumers. Most travel companies have converted fewer than 20 percent of their PC customers to mobile-app usage, and no travel app has established itself as the go-to resource on more than 2 percent of smartphones.

The report argues that the biggest opportunity for travel companies is to cement relationships with customers—especially a company’s best, high-value customers—by offering them truly personalized service and experience. Mobile apps generate information related to usage, searching, time of use, location of use, spending, preferences, friends and followers, and countless other kinds of data. The more a travel company engages customers through mobile devices, the more information it can synthesize to personalize messages and the in-app customer experience. This information can also be used to segment the company’s best customers on the basis of frequency of use and expenditure, among other criteria, including their current location, time of day, and status.

“The tools and capabilities available to travel companies continue to expand as digital and mobile technologies improve,” Lee McCabe, global head of travel strategy at Facebook and a report coauthor, said. “This paper reveals the extraordinary role mobile technology can and will continue to play in travel and the tremendous value it can add to travel companies and travelers’ experiences. Sophisticated apps, combined with rich data and targeting capabilities, allow for personalized marketing at scale. The ability to perfectly time and tailor messages on the basis of rich data is very powerful from a business standpoint—for both brand- and direct-response-related objectives.”

The single log-in functionality offered by Facebook, for example, enables seamless movement among apps, eliminating the need to log in for each visit. Innovations such as app install ads, conversion ads, and deep links further simplify moving among multiple apps, which is great for the user and generates tremendous data for marketers.

The report points out that mobile “gatekeepers” have the power and sophistication to vastly augment travel companies’ own data-collection and analysis efforts with the vast amount of consumer information they manage. The biggest gatekeepers today are the device manufacturers and the companies behind the main mobile-operating systems and app stores, app-to-app marketers, and social networks and messaging app operators. The top three—Facebook, Google, and Apple—currently account for half of total app usage.

The report argues that, in terms of apps, travel companies want their customers to do three things: discover and download their apps, engage with them at multiple stages of the travel journey, and find the experience so simple, satisfying, and useful that they want to come back and use the apps again—to the exclusion of other available travel apps.

This means that travel companies need to design apps with functionality that customers—especially high-value customers—prize and that other travel companies cannot match, market the app effectively for both ease of installation and engagement, experiment and bring out new functionality quickly to keep the app fresh and make it more useful, and make the experience more personal over time.

To download a copy of the report, please go to www.bcgperspectives.com.

via BCG – Press Release – Travel Companies Have Been Slow to Seize the Mobile Opportunity.

Big data fuels rise of real-time travel marketing – TTG Asia – Leader in Hotel, Airlines, Tourism and Travel Trade News

Xinyi Liang-Pholsena, Bangkok, June 20, 2014 

pata logoTHE growing availability of large public and private information sources has led to the development of big data analytics, a potential trove of information that travel businesses can leverage to deliver more effective and tailored services to their customers.

In particular, Asia’s high rates of smartphone penetration, skyrocketing demand for ‘phablets’ mobile devices straddling smartphone and tablet and immense popularity of social media underscore the vast opportunities big data present, said speakers at PATAcademy-HCD, which takes place in Bangkok from June 17 to 20.

“The Internet of things” – a term that refers to the advanced connectivity of devices, systems and services – can enable travel brands to capitalise on the potential of “real-time marketing” to personalise the customer experience and predict their current and future needs, said Sonal Patel, business development director, exchange – APAC, Twitter Singapore.

Google_Glass_V2_OOB_Experience_36695

 

Moreover, the emergence of wearable technology like Google Glass will further enhance the development of real-time marketing.

 

Citing his market research firm’s findings, Laurens van den Oever, global director for travel at GfK, illustrated how big data can be used to understand the booking seasonality and characteristics of destinations around the world.

For example, German and English travellers are early bookers while Italians and Russians tend to be late bookers when it comes to a summer vacation in Spain; within the region, Singaporeans are extremely late bookers, usually just four weeks in advance, he shared.

Applying booking seasonality trends to crisis communication, PATA COO, Mario Hardy, remarked: “If a crisis in a destination happens during high season, how you communicate to your markets is also different from when it happens during low season.”

While online is a part of nearly all travellers’ consumer journeys, van den Oever also pointed out that offline remains a major influencer. “Cross-channel usage is strong, so travel marketers should ensure a synergy of message across online and offline touch points,” he said. “For package tours, travel agencies and catalogues are still important touch points.”

Moreover, he also emphasised the complexity of travel purchase journeys, as consumers go through multiple pathways – ranging from generic search and aggregators to destinations and travel agencies – prior to making a booking so it is vital for travel marketers to consider the placement of their message. “Being present on all touch points is becoming mission critical,” he stressed.

via Big data fuels rise of real-time travel marketing – TTG Asia – Leader in Hotel, Airlines, Tourism and Travel Trade News.

Asian travellers lead in mobile travel search and bookings [INFOGRAPHIC]

Jun 12.2014 

shutterstock_124527460

Asian travellers are leading the field when it comes to mobile travel bookings and searches performed, at 33% and 59% respectively, compared to the global average of 25% and 46% respectively.

The findings are part of a study conducted by online accommodation specialist AsiaRooms, and Lenovo, among 12,000 users 6,000 in APAC, and 6,000 in the non-APAC region in the past year.

Among the 25 major international markets surveyed, Asia comes out top in online travel bookings, mobile searches and mobile bookings.

Asian travellers’ top two travel-related activities on mobile are:

  • Searching for travel accommodation 59%, an increase of 13% compared to the global average. Thailand respondents were the highest at 65% amongst the countries in Asia.
  • Comparing prices of travel accommodation 50%, 10% more than the global average.

One third of Asian travellers booked travel accommodation via their mobile devices, an increase of 8% on the global average. But, 63% of Asian travellers are likely to book their accommodation on mobile, compared to the global average of 53%.

Although 83% of respondents own a mobile phone with internet access, 40% of respondents say it is difficult to read content via mobile. These respondents claim this as a top issue while 35% respondents report a slow/unstable mobile internet connection also as a challenge.

Below is the infographic:

Lenovo_AsiaRooms-Infographic-052914-page-0011

via Asian travellers lead in mobile travel search and bookings [INFOGRAPHIC].

Content marketing key for travel businesses leveraging Google – TTG Asia – Leader in Hotel, Airlines, Tourism and Travel Trade News

Travel Distribution Summit Asia 2014, Singapore, May 29,

2014 TRAVEL companies must begin to think of themselves as content publishers to survive Google’s landmark shift to a semantic search algorithm.

Speaking yesterday at the EyeforTravel Travel Distribution Summit Asia 2014, Bronwyn White, director of MyTravelResearch.com, said: “Search is the one constant tool that travellers use in every stage of the path to purchase. “Semantic search is an algorithm that uses true meaning, intent and context to identify and prioritise websites with relevant content to the user.”

Google

Google (Photo credit: warrantedarrest)

Google now does this by drawing on a user’s personal information including geographic location, previous search history and social media behaviour. “Because search results are now highly personalised, we’re no longer chasing the holy grail of page one on Google, but people who are potentially really interested in what we say and do,” White noted. “If your content is likeable and shareable, Google says: ‘Hey! You must be an expert on your topic, we’ll trust you.’ Search engines will increase your authority ranking and will more likely present your page when users are looking for a related topic,” she elaborated.

When asked how travel companies should respond, White told TTG Asia e-Daily: “You’ve got to get the basics right. So make sure your website is structured right, your Google accounts are linked, your social media profiles all have the same website address associated with your company, so there is consistency in your social signals. “From there, just keep creating interesting content. Be clear about who your customer is and who you’re going to be talking to, then gear your content towards that. Create little personas.”

Talking about things that are related would also provide context and take advantage of the “serendipity of search engines”, she added.Companies that do not have the funds to conduct large-scale research could also drill down to a fundamental principle of the industry – talking to the customer. Said White: “There’s no harm asking your customers as they come through the door what they want to talk about, what interests them. “It’s not expensive and the thing is – there are a lot of unemployed journalists out there looking for work. There are also content marketing agencies, but for smaller operations, practise doing it yourself.”

It’s also important to know where the market is, she emphasised. “Where do your customers hang out on social media? Are they on Facebook, Twitter?” “For time-poor travel industry people, work on one platform. Get it right! Do one and engage properly rather than spreading yourself thin because that’s going to increase the quality of your content,” she advised.

via Content marketing key for travel businesses leveraging Google – TTG Asia – Leader in Hotel, Airlines, Tourism and Travel Trade News.

Enhanced by Zemanta