E-Marketing tourism destination

1 BEST PRACTICES

CBI

September 2012::Onno Roukens

Onno Roukens, CBI consultant, E-marketing - Market Information

• Working experience > 20 developing countries

• Last year 150 tourism companies, trained and consultancy including specific WP template (www.travel.globallycool.nl)

• Assessment ColombiaTravel

Internet and Tourism

“Latest international research shows that more than 80% of travellers use the “net” extensively to plan and organize their trip.”

(Source: Australian

Tourism Data Warehouse)

0. Introduction1. Goal today2. Internet strategy3. Best practices4. Next steps

Agenda

1 Goal today

Centre for the Promotion of Imports from developing countries

Draft:• Action plan E-marketing destination plan • Content goal matrix

1 Goal today

Centre for the Promotion of Imports from developing countries

Draft: • E-marketing destination plan • Content goal matrix

1 Goal today

Centre for the Promotion of Imports from developing countries

Draft: • E-marketing destination plan • Content goal matrix

1 Goal today

Centre for the Promotion of Imports from developing countries

Draft: E-marketing destination plan Content goal matrix

2 Internet strategy

Do you apply an internet

strategy

or are you ….

” …having a website…..”

2 Internet strategy: Key success factors

Objectives

Goals

Unique Value

Proposition

DefinedTarget Groups

Customer

focus

Visibility

Findability

ProactiveMarketing

Engagement

Usability

compliant

MasterOf

Communication

3 Best Practices

3.1 Homepage Australia.com

Homepage• Convince in 8 seconds• Call to actions• Food for thought: Mega Menu• Unique Value Proposition• Film / Images: the best / goal• App• User generated photos …• Focused on key customers• …

Advantages Mega menu?

San Francisco Travel: menu?

Graphics images and multimedia“Nine out of ten online travel buyers say online video influence

their travel purchases”

Key trend: mobile / tablets

User generated Content

“33% of leisure travellers changed their hotels based on what they read on blogs or other travel

related community sites” (Forrester Research)

‘“Languages: plus IP’’

……: Images

(

2 Best Practice: Overview pages – Visit Scotland

3 Best Practice –- Fat Footer / Social media - VisitScotland

3 Best Practice –– Customized newsletter - VisitScotland

4 BP Web Writing

How do people read on the Internet?

4 …P – Web Writing Content

5 BP – Sales Process / Key clients – Visit Copenhagen

5 BP – Key Clients Offer travel Agents - VisitCopenhagen

Checlk also: http://www.newzealand.com/travel/trade/trade-homepage.cfm

5 BP – Key Clients Offer New Zealand

Checlk also: http://www.newzealand.com/travel/trade/trade-homepage.cfm

5 BP – Guides - VisitCopenhagen

5 BP – My Guide - VisitCopenhagen

6 BP – Combined booking / Key Clients / San Francisco

7 BP – Focus on Key Clients / San Francisco

8 BP – Youtube / San Francisco

9 BP – Slideshare Portugal

9 BP – Slideshare Portugal

10 BP – Booking Visit Scotland - Integration Trip advisor

10 BP – Booking Visit Scotland - Integration Trip advisor

11 BP – Obermutten - http://www.facebook.com/obermutten

Next steps

Next steps