#Piemonte #SocialFoodeWine: Mario Romanelli

THE WAY MARKETING & COMMUNICATION IN TRAVEL SHOULD BE DONE.

MARIO ROMANELLI @[email protected]

VENTURES

@TRAVELAPPEAL

THE WAY WE TRAVEL

IS CHANGING

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@TRAVELAPPEAL

TURISTY

NO ONE WILL BUY “TOURISM”

IN THE FUTURE!

@TRAVELAPPEAL

(Neal Gorenflo)

FROM VISIT TO BE

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@TRAVELAPPEAL

FROM SIGHTSEEING TO EXPERIENCE

Valore

Caratteristiche di Personalizzazione (Unicità)

Caratteristiche intensificate (+esperienza)

Caratteristiche ampliate (+servizio)

Caratteristiche differenziate (+specificità)

Caratteristiche indifferenziate (commodity)

IL VALORE DELL’ESPERIENZA

“UNICA”

CONNECTED TRAVEL

@TRAVELAPPEAL

@TRAVELAPPEAL@TRAVELAPPEAL

https://www.youtube.com/watch?v=sikciFSdiMI

“Il turista connesso produrrà più social impression di qualunque tua campagna a pagamento”

Gianluca Diegoli[mini]marketing

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INTERNET USERS IS GROWING

(but slowing)

MOBILE DATA TRAFFIC ACCELERATING

GROWTH (+81%) KPCB

21

KPCB KPCB

@TRAVELAPPEAL THE VISUAL LANGUAGES

APPEAL?

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APPEAL?APPEAL?APPEALhttp://index.travelappeal.com

https://www.youtube.com/watch?v=EbEzxWZswDshttps://www.youtube.com/watch?v=EbEzxWZswDs

STRATEGY

GOVERNANCE

PERFORMANCE

OFFERING

DISTRIBUTION

(DIGITAL) PR

REPUTATION e SENTIMENT*

DIGITAL ECOSYSTEM*

COMUNICATION

SOCIAL DOING*

CONTENTS*

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FULL DIGITALREPUTATION (reviews & guest rating)

SENTIMENT (buzz web & social)

DIGITAL ECOSYSTEM

CONTENTS(QUALITY)

PERFORMANCE(economics)€

DISTRIBUTIONB

STEP

1ST

EP 2

SETT

EMBR

E 20

14D

ICEM

BRE

2014

STEP

1SE

TTEM

BRE

2014

STEP

1SE

TTEM

BRE

2014

TRAVEL APPEAL INDEXMORE THAN 1.000 VARIABLES AND EIGHT KINDS OF “DESTINATION”

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COUNTRY REGION DESTINATION CITY HOTEL VENUE CULTURAL VENUE

COUNTRY HOUSE / B&B

BIG SMALLSMALLSMALL

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REPUTATION (reviews & guest rating)

SENTIMENT (buzz web & social)

DIGITAL ECOSYSTEM

CONTENTS(QUALITY)

68% Begin researching online before deciding where or how they want to travel.

The internet is as essential for inspiring new travel as it is for planning travel.

SOURCE OF INSPIRATION TRAVEL PLANNING SOURCES

Family, friends or colleagues

Internet

TV

Magazines/Newspapers

Informational brochures

Books

Travel agencies

Family, friends or colleagues

Internet

TV

Magazines/Newspapers

Informational brochures

Books

Travel agencies

62%

61%

39%

30%

25%

17%

9%

80%

49%

28%

18%

18%

14%

14%

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Among online sources, travelers mostly rely on:

BUSINESS TRAVELERS Search engines

Hotel websites

Airline websites

OTA (Tripadvisor, Booking.com, etc..)

60%

58%

47%

47%

LEISURE TRAVELERS

Search engines

Hotel websites

Airline websites

OTA (Tripadvisor, Booking.com, etc..)

60%

57%

53%

48%

Travelers surf the web for: BUSINESS TRAVELERS

59%

58%

47%

47%

LEISURE TRAVELERS

Searching for their next trip

Reading reviews by other users

Search for a destination, a flight, hotels or a holiday after

they have seen online ADBegin thinking about a

holiday

67%

55%

54%

48%

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“GLI HOTEL MIGLIORI – MEGLIO VALUTATI, QUINDI QUALITATIVAMENTE MEGLIO PERCEPITI DAL MERCATO – POSSONO

SOSTENERE UN PREZZO DOPPIO RISPETTO AI CONCORRENTI!”

Risultati di Trivago.it Rilevati dal 1° Gennaio 2013 al 31 Ottobre 2013 da un campione

di 25.009 hotel italiani e 5.385.537 recensioni

31

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31

Cosa si dice di NOVARA?

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Novara nei canali di Review

Periodo di monitoraggio

12 mesiEntità monitorate

Strutture Alberghiere

893

189

Strutture Extra-Alberghiere 61

Locali e ristorazione

64324.882

Recensioni Analizzate

65.296

Giudizi Rilevati24.882

Recensioni Analizzate

65.296

Giudizi Rilevati

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STORYTELLING & EMOTIONS

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CREATIVITA’

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IDENTITA’

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AUTENTICITA’

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GOVERNANCE ?

RESIDENTI / IMPRESE

“IMMIGRANTS”

VIAGGIATORI

D.M.O.

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ECOSISTEMA TERRITORIALE

RESIDENTI / IMPRESE

“IMMIGRANTS”

VIAGGIATORI

+DIGITALE

D.M.O.

Il turismo del futuro?Il turismo del futuro?Il turismo del futuro?Parte dai

qualità della vitaessere felici

cura verso la terra

I turisti arriveranno di I turisti arriveranno di I turisti arriveranno di I turisti arriveranno di conseguenza.conseguenza.conseguenza.

Carlo Petrini – Slow FoodCarlo Petrini – Slow FoodCarlo Petrini – Slow Food

Mirko Lalli

TRAVEL APPEAL

THANK-YOU