Hotel Website Marketing You're customers are talking! Start listening now. November 24, 2009
Nov 16, 2014
Hotel Website MarketingYou're customers are talking! Start listening now.
November 24, 2009
Time for the charts!
(Sorry. It’s the rules.)
What are people looking for?
58% 57% 56%52% 50% 49% 46% 44%
57%62%
Holid
ays
Elect
roni
cs
Trav
el
Mob
ile d
evic
es
Mob
ile s
ervi
ces
Softw
are
Film
s
Mus
ic
Books
Cars
PRODUCTS AND SERVICES BEING RESEARCHED ONLINE
SOURCE: eMarketer 2008
If I build it will they come?
1 Site
2-5 Sites
6+ Sites
NUMBER OF TRAVEL SITES VISITED ON AVERAGE
SOURCE: PhoCusWright Travel 2.0 Consumer Technology Survey 2007
“Irish holidaymakers are showing a growing interest in Ireland… Hotels.com has revealed there has been an increase in domestic searches by ”
Hotels.com 2009
40%
OK then, fine, what about Ireland?
SOURCE: Joint National Internet Research (JNIR) July - December 2008
PRODUCTS AND SERVICES BEING USED ONLINE
38%
26% 23% 23% 23%19%
28%
62%
31% 28%
Trav
el
News
Banki
ng
Sports
Socia
l Net
worki
ng
Wor
k Res
earc
h
Gover
nment
Mus
ic
Job S
earc
h
Enter
tain
men
t
Why social media?
53% 47% 59%41%
AGES 43-52 AGES 53-63
SOURCE: Forrester Research The Social Technographics® Profile Of European Baby Boomers 2009
REGULAR USERS OF ONLINE SOCIAL MEDIA
No seriously, why social media?
107.4
41.7
0
20
40
60
80
100
120
2007 2012
Mill
ion
s
EUROPEAN USERS OF SOCIAL NETWORKS
SOURCE: Datamonitor Online Social Networking 2009
Enough with the charts already!
“By relying on the latest technology and shifting to 100% Web-based advertising, Tourisme Montréal can, as opposed to more traditional style advertising, accurately assess campaign impact with target audiences and maximize investments in this regard.”
Charles Lapointe, President and Chief Executive Officer of Tourisme Montréal
TRANSLATION:WE CAN MEASURE
STUFF REAL GOOD ON THE INTERWEBS
“The internet has roughly the influence
of the second strongest medium - television -
and roughly the influence of traditional
printed media”
Digital Influence Index, Fleishman-Hillard International Communications/Harris Interactive, 2008
8x2x
80%
20%
80%
20%
What does social media take?
BUDGET TIME(I hope they don’t realize this is another chart.)
Twitter: the stupidest thing I ever heard of
GLOBAL TWITTER ADOPTION(Sorry. Absolutely the last chart. I promise.)
SOURCE: comScore 2009
0
2
4
6
8
10
12
14
16
18
20
Oct-08
Nov Dec Jan-09
Feb Mar Apr May Jun Jul Aug Sep Oct
Mill
ion
s
Blogging: what’s it good for?
50%50%
PERCENTAGE OF BLOG READERS WHO READ TRAVEL BLOGS(Wait! Don’t leave. This isn’t a chart. It’s an… illustration?)
SOURCE: PhoCusWright Travel 2.0 Consumer Technology Survey 2007
LinkedIn: don’t be left out (get it?)
100%
PERCENTAGE OF PEOPLE WHO ARE HAPPYTHERE IS NO CHART ON THIS PAGE
Who “gets it”?These guys.
Great. So what do I do now smartguy?
• Listen and engage (grow big ears)
• Target the influencers (and make them evangelists)
• Empower your friends (read: customers)
• Encourage people to speak their minds (then thank or fix)
• Start small (scale smart)
• Be yourself (your usual charming, witty, interesting self)
• Don’t just stand there (learn something new every day!)
Reading List
• Internet Marketing for Travel & Tourism http://www.tourismkeys.ca/blog/
• Dot Tourism http://dottourism.com/blog/
• The Tourism Research Blog http://blog.highlandbusinessresearch.co.uk/
• up take Travel Industry Blog http://travel-industry.uptake.com/blog/
• Tourism Internet Marketing http://tourisminternetmarketing.com/
• Travel & Tourism Technology Trends http://tourismtechnology.rezgo.com/
• http://www.suite101.com/travel/
• http://travel.alltop.com/
Thank You!
[email protected]://www.twitter.com/IrishIntl