Destination Marketing: The Journey Before The Destination
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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.
Destination Marketing: The Journey Before The Destination
- 1. THE JOURNEY BEFORE THE DESTINATION The Traveling Decision Making and " the Connected Consumer. Stefanos Karagos, Information Scientist XPLAIN.co March 2015
- 2. XPLAIN.co -2015 LET’S GET TO KNOW EACH OTHER
- 4. XPLAIN.co -2015 I BELIEVE IN GOD OF DATA AND MARKETING :-)
- 6. WE LOVE TO INTEGRATE BRANDS INTO CONSUMERS’ LIFE
- 7. XPLAIN.co -2015 Digital Strategy & Advisory
- 8. XPLAIN.co -2015 Consumer Behavior Analysis
- 13. Our Expertise After 10 Years FMCG Retail Destinations Transportation Technology
- 14. NO MORE SPAM :-)
- 15. XPLAIN.co -2015 WHAT ABOUT YOU? let’s be interactive
- 16. XPLAIN.co -2015 HOW MANY OF YOU HAVE A FB PAGE?
- 17. XPLAIN.co -2015 A BUSINESS FB PAGE?
- 18. XPLAIN.co -2015 A BUSINESS LINKEDIN PAGE?
- 19. XPLAIN.co -2015 AN INSTAGRAM ACCOUNT?
- 21. XPLAIN.co -2015 >7.000 Brand Pages in Portugal
- 26. Content! Web is all about
- 28. IMPORTANT FACTORS IMPACTING THE HOSPITALITY INDUSTRY
- 29. Acceleration in Shift from 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 and Social 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 influences Travel Planning ! from the very first stages of the consumer journey
- 33. 33% ! of travelers have 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 Reviews Impact! 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 who used 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?! Check the review here: reviewskeptic.com Cornell University
- 37. THE GOOD NEWS
- 38. Good Online Ratting Boost 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 SO GOOD NEWS
- 40. 92% are more willing to spread the Bad Experience than the Good one.
- 41. Your Brand Is Not What You Say It Is. It’s What Consumers Discuss Between Them.
- 42. YES, YOU CAN’T CONTROL YOUR BRAND BUT...
- 43. YOU CAN CONTROL " THE EXPERIENCE! Focus on This in 2015
- 44. The Traditional 3 Step 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 Retail Shopper 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 Mental Model 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 Natural Behaviour!
- 48. Travelers Rely On 86% 98% In Destination Experience 97% Search Ads Source: Google Retail Shopper Path to Purchase Study, September 2013Source: Google 2012
- 49. And now what?
- 50. XPLAIN.co -2015 MOVE AWAY FROM
- 52. XPLAIN.co -2015 TO A BRAND CENTRIC STRATEGIC APPROACH
- 53. XPLAIN.co -2015 WHICH IS BY DEFINITION
- 55. XPLAIN.co -2015 WHERE TO START? good question
- 58. XPLAIN.co -2015 BRAND into the center of your Marketing!
- 61. XPLAIN.co -2015 BRAND Situation Analysis where are we now? where do we want to be?
- 62. XPLAIN.co -2015 BRAND Situation Analysis where are we now? where do we want to be? how do we get there?
- 63. XPLAIN.co -2015 BRAND Situation Analysis Tactics where are we 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 are we 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 are we 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 JUST FOLLOW TRENDS,
- 68. if you want to survive and succeed
- 70. Travel ! Inspiration! Research! Booking! Experience ! On Property! Sharing! The Experience!
- 71. Travel ! Inspiration! 1 88% consider the internet their main source for Inspiration
- 72. Travel ! Inspiration! Through! 1. Social Media 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 travelers research 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
- 75. Booking! 3 79% will compare different options
- 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. Social Media 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 KEEP THIS IN MIND
- 82. XPLAIN.co -2015 STRATEGY IS THE ONLY TREND you have to follow this year.
- 83. XPLAIN.co -2015 ALL THE REST ARE JUST FIREWORKS, burning your precious money
- 84. XPLAIN.co -2015 IF YOU ARE LOOKING FOR
- 86. XPLAIN.co -2015 STRATEGIZE OR DIE HARD
- 87. [email protected] XPLAIN.co NEED FOR SUPPORT? CONTACT US: THANK U! Stefanos Karagos, Information Scientist