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The Jigsaw Puzzle of Tourism Online
- 1. The jigsaw puzzle of tourism online Andrew Daines Partnerships Manager, Commercial & Marketing Services, VisitBritain Get in line with online marketing, Ribble Valley, 11 November 2008
- 2. The Visitor Journey Look Stay in Touch Tell Travel Book Stay
- 4. UK Online Spending… Based on data from Office for National Statistics retail data, uSwitch also predicts that the UK's online spending will further rise to £162bn by 2020 , when it will make up 40% of total retail sales . A separate study from Forrester Research predicts that online Christmas shopping reached £13.8bn in 2007, a 42% increase on 2006. … to reach £40 billion Source: uSwitch Nov 2007
- 5. Consider these points . . . 9% of internet users book their holidays on the High Street after online research 37% of European adults depend on the internet for holiday / travel info 1% book on Teletext 17 % research holidays online then book over the telephone Two thirds of internet users take two or more holidays a year
- 6. 36% of British internet users spend at least 10 hours researching their ideal holiday , but only 21% put the same time into choosing a mortgage . 2,000 UK adults surveyed, Jan 2008, Fool.co.uk
- 7. Platform
- 11. National Data Consolidation National Tourism Product Database Interoperability Gateway VisitBritain Destination Management Application Nation / Region / Destination Nation / Region / Destination Nation / Region / Destination National Product Owner Nation / Region / Destination Marketing Group Tourism business Tourism business Official product ratings / awards
- 12. LOIS – Lancashire Online Information Service Destination Management System managed by Lancashire and Blackpool Tourist Board Tourism Providers Focus on Lancashire Interoperability Gateway National Tourism Product Database Local Tourist Information Centre / Tourism Officer
- 14. Polling Service
- 15. Content
- 16. Content / service partners
- 18. Why? . . . . .
- 20. Distribution
- 21. National & regional distribution National Tourism Product Database Interoperability Gateway Regional campaign Cross-regional campaign VisitBritain websites Third party websites Third party other online Third party offline VisitBritain offline / print
- 24. visitlancashire.com tastelancashire08.com lancashiregroups.com Lancashire and Blackpool Tourist Board’s websites
- 26. Yellow Pages Great Days Out
- 27. Third party distribution (2)
- 28. Third party distribution (3) PROTOTYPE
- 29. www.enjoyengland.com/gps Third party distribution (4)
- 30. Visitors
- 31. Britons Sending 1bn Texts Weekly (Source: BBC 5 Nov 2007) Some 4.825bn texts were sent in September 2007, equivalent to 4,000 every second.
- 32. ‘ Web 2.0’
- 34. Who’s saying what about you?
- 35. European online consumers place more trust in peers’ opinions than in corporate communications Amount of trust in this information source: (1=no trust, 5-trust completely) Base: European Adults online Source: Q2 2008 Benchmark Survey
- 36. Make user reviews work for you
- 37. Thank you Andrew Daines [email_address] visitbritain.org ¦ visitbritain.com ¦ enjoyengland.com ¦ britainonview.com