Travel Marketing, Phocuswright, Forrester, Google, Travel and Tourism, Hotels, Expedia

1. Building a Digital Strategy
Don’t be left out
in the cold
HSMAI Key West Sept 2011
Presented by: David Atkins, Principal Digital DNA Infusion, LLC
david@digitaldnainfusion.com
Twitter: @atkinsdavid

2. Stating the obvious
For consumer attention you compete with:
Resorts Airlines
Hotels VRM OTA’s
Other CVBs/DMO’s
Timeshare Car Rental Companies
Question is what does the consumer know?
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

3. David Atkins
• Member of the Expedia/Microsoft IPO
Management team
– Mgmt member of: Brand Team; Hotels Team; Online
Marketing; and Media Sales
• Microsoft 1998
• Expedia from 1998-2003
• IAC Travel/Interval International 2003-2006
• Chairman of HSMAI 2010-2012
• Columnist for Hospitality Upgrade
• Digital Media and Strategy Expert
• Speaker- CES, HSMAI, HEDNA,
PhoCusWright, VRMA…
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |

4. What demographic
group dominates online?
www.digitaldnainfusion.com |
Copyright 2011 Digital DNA Infusion, LLC | Source: Google

5. Updates Sept 2011
• Google
– Google Flights
– Zagats
– Google HotelFinder
– Google+
• F-Commerce
• Consumer Behavior data
• Mobile explosion
Entire Presentation will be made available
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |

6. eMarketer View of Online Travel 2011
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: eMarketer March 2011

7. PhoCusWright View 2011
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: PhoCusWright April 2011

8. How is your destination chosen?
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: PhoCusWright June 2011

9. How is your destination chosen?
Align your efforts
• Media allocation
• Staff allocation
• Political alignment
• Partners
www.digitaldnainfusion.com | Copyright 2010Digital DNA Infusion, LLC | Source: PhoCusWright J& Forrester June 2011

10. How is your destination chosen?
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: PhoCusWright June 2011

11. What drives the decision?
www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC | Source: PhoCusWright Oct 2010

12. Internet Continues to Grow as Consumers’
Primary Source for Travel Information
Travel Planning Sources
Base: Personal Traveler (2010: 3500; 2009: 3450); Business Traveler (2010: 1500; 2009: 1552).
Q. Which of the following sources do you typically use to plan?
Note: Box indicates a significant difference between 2009 to 2010 at the 95% confidence level
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: New from Google Sept 2010

13. What does your consumer shop?
Web Sites Used for Selecting a Destination
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: PhoCusWright Oct 2010

14. Mobile/LBS
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

15. Mary Meeker @ Google on Mobile
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Google March 2011

16. Mobile WORKS for Marketing
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Chetan Sharma, January 2011

17. Computing Growth Drivers Over Time
(1960-2020E)
Note: PC installed base reached 100MM in 1993, cellphone/internet users reached 1B in 2002/2005 respectively.
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC| Source: Mary Meeker @ Google Think Mobile March 2011 | Source: ITU, Mark Lipacis, Morgan Stanley Research

18. 1 in 3 Researchers Recall
Viewing Online Ads
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Google March 2011

19. Half of Shoppers Research
Exclusively Online
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Google March 2011

20. Social media are media for social
interaction, using highly accessible
and scalable publishing techniques.
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Wikipedia

21. www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

22. Copyright 2010 Digital DNA Infusion, LLC

23. Facebook Like/Fan $$
spend an additional are 28% more likely
$71.84 on products for than non-fans to
which they are like the continue using the
company compared to brand.
those who are not
fans.
The average are 41% more likely
annualized value than non-fans to
of an individual recommend a fanned
fan is $136.38. product to their
friends.
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Syncapse’s Report 2010

24. Sample OTA Package Booking Session
August 24, 2010 User Session Continued… Continued… Continued…
15 Pages on Expedia:
Start of Session: Back to Expedia 2 Pages on Utah.com
Search package:
www.gmail.com 12 pages content Browse maps
destination SLC
5 Pages on Gmail: Direct Type: Google Search & Click: Back to Expedia
Email content Hyatt.com www.TripAdvisor.com 5 pages content
8 Pages on Hyatt:
Google Search & Click: 5 Pages on TripAdvisor: Google Search & Click:
Gold Passport login, SLC
www.Steelers.com Utah, Salt Lake City pages www.SeatGuru.com
hotel search
6 Pages on Steelers.com: Direct Type: Click on Link: 5 Pages on SeatGuru
Miscellaneous content www.Hotwire.com www.visitsaltlake.com Browse seat maps
7 Pages on Hotwire
Direct Type: 2 Pages on Visit Salt Lake Back to Expedia
Search package:
www.post-gazette.com Browse things to do 4 pages content
destination SLC
3 Pages on Post Gazette: Direct Type: Back to TripAdvisor Booked Package on
News content www.Cheaptickets.com 3 pages content Expedia
5 Pages on Cheaptickets
Google Search & Click: Click on Link: Back to Utah.com
Search package:
www.Expedia.com www.utah.com 6 pages content
destination SLC
Continued browsing…
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Expedia and Compete 2010

25. Social Marketing & Reviews in Travel?
• 2 out of 3 travelers site travel review as influential when planning leisure travel
• 3 out of 10 report comments in their social networks influential for leisure travel
• Facebook referred more than 15.2M visitors to hotel websites in 2010 – a 35% increase
from 2009.
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC || Source: PhoCusWright July 2011

26. Social Marketing & Reviews in Travel?
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC || Source: PhoCusWright July 2011

27. Age of the Customer
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC| Source: Forrester June 2011

28. The only constant
imperative when it
comes to Digital is
CHANGE
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

29. Google
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

30. Google & PhoCusWright Traveler
Flights
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC|| Traveler Image Source: PhoCusWright

31. WheretoStart?
Mobile Video Politics Brand
Site
SEO/SEM IT Sales
Conversion
Display Social
Revenue Marketing
Ads Media
OTA’s Members
www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

32. Moves Digital to Physical World
• No more platforms
• No more technical requirements
• Just be “human” & transparent
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

33. Forrester Model
Start Here
Finish Here
www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC

34. What is your metric?
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

35. The New Digital Landscape
Is your digital process about transactions , leads, visitors to your
website(s), digital assets, social or a general stimulation of digital
discussion or something else?
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

36. Trip Advisor & FB Social Graph
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

37. Marketing Channel Evaluation
Display Media
Social Media
Awareness Mobile
Video
Mobile Video
Consideration Social Media Affiliate
Search/PPC
Purchase Social Media Mobile
Intent Search/PPC
Search Mobile
Purchase
Affiliate Social
Email Mobile
Loyalty Social Video
www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC

38. Action Steps
• Follow the Basics
• Think about the Visitor
• Empower the Customer
• Simple Social Media
• Develop a strategy
• Empower your people
www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC

39. Follow the basics
• Your customer
• Your business
• What metric?
Benchmark!
• What platform?
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

40. Curators
• Content, Experiences
• Not always of our own creation
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

41. Basic Principles for Social Media
Be Authentic
Emulate your hotel culture
Formality, use of the guest name etc
Be Transparent
Be respectful
Customers, clients, competitors
Listen
Invite direct contact and future stays
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

42. Types of Social Media That
Matter Most for Travel
Review Sites
Photo Sharing
Video Sharing
Blogs
The priority will change based on your business & customer objectives
www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC | For North America and EMEA

43. Digital Best Practices - Simply
Results Enable
Pick your partners
Metrics Inspire
wisely
Outreach Engage
Involve
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

44. It’s NOT about the “OR”
It’s About The “AND”
Brand Performance
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

45. Why it works?
Question is your objective and metrics—
– Display
– Email
– Social
– Mobile
– PPC
– CPM
– OTA
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

46. Key questions to
ask partners
1. What do I get?
• Distribution
• Marketing
• Sales
• SEO
• SEM
• Mobile
• Website
2. What reporting do you provide?
3. What does it cost all in?
4. What is the commitment term?
www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC

47. How to reach me?
• David@digitaldnainfusion.com
• Twitter @atkinsdavid
• Old School:
Digital DNA Infusion
6619 South Dixie Hwy
Ste 306
Miami FL 33143
David- 305-458-2311
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

48. Cool Sources
• Google
– Google Trends
– Google Insight
– Googlebusiness (YouTube)
• Mediapost
• eMarketer
• PhoCusWright
• Forrester
• Expedia
• Compete
• Tripadvisor
www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC