Junior business day french side_travel_arnaud_puig

JUNIOR BUSINESS DAY
YOUR LOCAL TRAVEL AGENCY
FOR FRANCE
ARNAUD-TAYLOR-YANICK 02/12/2019

I) French side travel Introduction
What's French side Travel...............................................p.1
The competitors...................................................................p.2
II) French side travel target audience.......................p.3
III) French side travel Retrospection.........................p.4
IV) Our recommandations.............................................p.6
Video content........................................................................p.6
Advertising on social Media............................................p.9
Event creation......................................................................p.13
Chatbot...................................................................................p.15
Join an alliance.....................................................................p.16
A bloggers call ......................................................................p.19

AGENDA

French side travel is a receptive agency offering high-end
trips to France.French side travel, aimed at a North
American and German travellers.The company offers
several types of trips whether it's to spend an
unforgettable honeymoon, or discover the beauty of the
South, enjoy a good glass of wine in Bordeaux or the
inevitable Strasbourg Christmas market, but also the
breathtaking landscapes of Corsica.The company has its
head office in Aix-en-Provence, but also a satellite in
Paris. We will see through this presentation the market
study of French side travel as well as our
recommendations for a better brand development online
0 1
I ) I N T R O D U C T I O N
W H A T ' S F R E N C H T R A V E L . . . .

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French side travel is unfortunately not the only
receiptive agency positioned on the France
destination for foreigners traveller...Many
receptive agencies are positioned on the
destination France, whether for leisure tourism
orcorporate tourism. As a result, French side travel
has to be successful in the hope of surviving in an
ultra-competitive environment and, above all, with
the entry of "Virtuoso" in 2015 on the French
market, the virtuoso network represents a serious
competitor to French side travel , positioned on the
same clientele, virtuoso has an annual turnover
which amounts to several billion (12.5 billion euros
for 2014). Other actors as"Europe active" propose
the destination Corsica, which was the specificity of
French side Travel.
C O M P E T I T O R S
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I ) I N T R O D U C T I O N

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French side travel aims at a well-off clientele,
looking for authenticity. It is a rather older
clientele that is in the age range 55-70 years. The
desire of FST is to attract a younger clientele in
the fringe 30-40 years, or even under 30 years.Its
primary target are people who are between 40-
50 years old who want to enjoy a tailor-made trip
and who will play on word of mouth to share their
experience with French side travel.However his
"Target Heart" includes People who are between
25-35 years old. We want to make his people the
keys of our service for their activities on the
networks as well as their dynamics.This
generation is hyper connected and that is why
French side travel must adapt and increase its
online visibility to capture this clientele who's
nearly doing everything with the internet.
C L I E N T E L E
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I I ) T A R G E T A U D I E N C E

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French Side Travel (FST) puts on line a very well
done and complete website, embellished with
interactive images of goodquality and which
displays tabs well defined. The site also includes
a section "customers testimonials" which gathers
the testimony of customers who wish to share
their experience. The site FST proposes a
responsive site adapted to the mobile format.
However the agency suffers some gaps. In
particular, its presence and visibility on the net
remain limited, which is a major gap that should
be filled.If the agency wants to turn to a younger
clientele 30-45 years or even under 30 years (the
Millennials), it must adapt its offer to this
particular clientele. These customers are, for the
most part, almost permanently connected. These
are consumers who "live online". To attract and
retain this new clientele, it is essential to build a
Brand image on the web, have a very good
visibility but also benefit from an irreproachable
e-reputation.
W E B S I T E A N D O N L I N E R E P U T A T I O N
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I I I ) R E T R O S P E C T I O N

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A lot of travelers are willing to spend more to live
a unique experience. However, those under 35
years of age are more sensitive to the effects of
fashion and seek, above all, destinations
validated by their peer groups. Indeed, 39% of
25-34 year olds say they like to go to the places
"that everyone is talking about." The smartphone
remains the tool of choice for this clientele to
surf the net and finalize online purchases...
The website of the agency is very beautiful and
intuitive, but there are gaps at some levels.
Firstly French side travel is not active enough on
some social networks like Instagram or Twitter
(the account is dead). There is no video content,
only pictures and that a problem, people rely
heavily on videos now to make a choice. Also
Opinion are crucial even if French side travel do
have a "testimonials clients" tab ,is not detailed
enough. there is no rating (stars or other) and no
response from the French side travel team,to be
reassured and to know that they are making the
right choice!
W E B S I T E A N D O N L I N E R E P U T A T I O N
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I I I ) R E T R O S P E C T I O N

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According to Wyzowl statistics, 63% of businesses
have started to use video content for marketing.
More and more businesses are starting to
implement video marketing into their strategies,
and they believe it helps push their ROI (return on
investment) to new heights. Studies have shown
that videos only boost conversions and sales.
Adding a product video on your page can increase
conversions by 80%. Also, videos can directly lead
to more sales. Studies have shown that when
customers watch a video explaining a product, 74%
of them subsequently buy the product. Obviously
creating videos is not the easiest or cheapest way of
marketing, however, they can pay off big time.
Another pure advantage of having videos on your
website is the fact that people will spend more time
on your site. Also, thanks to Moovly, we have an
insane statistic stating that a company with a video
on their site is 53 times more likely to show up first
on Google.
V I D E O C O N T E N T
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I V ) R E C O M M A N D A T I O N S
So what we can do to increase French side travel
visibility online and boost the sale .... actualy many
things !

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Providing video content is a good way to convey a
message and show what the agency offers.The
objective to show a maximum of content in a
minimum of time. Most consumers say that watching
videos of products gives them more confidence
when making a decision, before booking. Travel
photos and videos are among the most popular
types of content shared online.Not only do we
process video faster than say an article or a blog
post, visual content also holds our attention more.
Most video viewers on average watch 75% of a
video (vs. a much lower engagement percentage
with blog posts or other text-based content). When
editing a video always remember you only have 10
seconds to grab the user’s attention if you want
them to stick around.
See, for example, these excellent tourism videos
from VisitFinland.com.This video doesn’t waste it’s
time with facts and figures.Instead, it creates an
ambience and a sentiment that moves the viewer to
want to be a part of it.In addition, you should bear
in mind that consumers are an excellent vehicle to
convey your products.
0 7

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Users love to share experiences and, even more,
consume them in video format.This helps your web,
bookings and loyalty.
Need more stats to convince you?
85% of Americans with internet watch videos
online.
52% of marketing professionals cite video content
as having the best ROI Marketers, who use video
grow revenue 49% faster than those that don’t.
Video and mobile go hand in hand. Since 2013,
mobile video views have grown 233%.
From:https://www.statista.com/topics/1137/online-video/
0 8

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More than 2 billion people use social media every
day;
The average person spends 135 minutes per day on
social networks. Furthermore,numbers of small
businesses advertising on facebook are rising
rapidly.Big data and machine learning allow for
social media websites to find,target, and reach
your audience, no matter what the audience is
(50+ people or younger).While a simple post from
the company’s social media account can easily be
not seen by consumers (if they don’t follow you)
paid ads are guarantee to show up on their feed.
A D V E R T I S I N G O N S O C I A L M E D I A
From the graph, we can see that Facebook is overall the winner,regardless of the age.
Also, Instagram and Snapchat seem to have a goodreach to millennials
0 9

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It is impossible to avoid social media nowadays,
especially Facebook and Instagram for the Y
generation. On average, Millennials spend 2 hours
and 39 minutes a day on these sites. And they view
them as very important.
Instagram now has around 1 billion monthly
active users.
Because there are so many users, it is easy to
reach any demographic. Building your brand on
social media won’t happen overnight, but if your
company continues to push out content and
maintain a routine, you can begin to gain
popularity and familiarity with consumers. A great
way to allow consumers to gain familiarity with
you company, and to see that you’re real people
looking to help them is to post live instagram
stories. This will allow you to show behind the
scenes videos/pictures from your company or from
customers trips, and will help consumers to better
understand how the company operates. Another
great way to use instagram for your business is to
use ads, in which you could include one
photo/video, or multiple pictures/videos.
1 0

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Also, instagram recently implemented a new way
to post ads where your caption can change for
each picture. An example of what this could do for
FST would include allowing it to post multiple
reviews of past customers, while also possibly
showing a different picture for each comment
(hopefully the reviews and pictures will correlate).
Other benefits of using instagram include being
able to partner with influencers, using hashtags to
increase views, easily engage with customers, and
perhaps most importantly, be mobile. Mobility is
everything in this new technological world, and
being able to have your account viewed by
consumers at all times at any place is a huge
advantage compared to just when they are
researching traveling to France. An example of a
company that iOS somewhat similar to French side
travel and uses integral is Liberty Travel, which is
a travel agency with over 100 locations.. Obviously
this is a bit of a different company compared to
French side travel as it has a broader area for
travelers to go to, but they share basic similarities.
Right off the bat an important thing to note is that
Liberty Travel posts every day.
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While this helps people see their posts more and
more, its most important because it helps build
their brand. From what we saw online, it seems like
the French side travel instagram account isn’t very
consistent, as control of it shifts from intern to
intern. A big part of building your brand is
maintaining content that is consistent and similar.
If French side travel was to possibly hire an
outside person just to simply run their instagram
account, it could be cheap and very effective. This
way, James and other employees wouldn’t be
bothered with what seems like menial tasks, while
French side travel still can begin to build a brand
on instagram. This can also be done on any other
social media website, such as Facebook or
Youtube. Hiring someone to run your account can
cost from $400 to $2000 each month. This price
depends on how experienced you want them to be,
speed and and volume of customer engagements,
possible paid ads, influencer marketing, or
contests, and how much original content you’ll
need.
1 2

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Indeed, communication has become bilateral and
interactive. Interacting on social media is
important because it lets customers know you
care, plus they expect it.
Put on line snapchat or Instagram games could be a
good idea for seeking interaction with customers.
Contests are fun. People can win prizes. Prizes
are great. Contests do best on Instagram and
Facebook. There are almost infinite ways to use
contests to keep your community engaged:
Ask
people to shoot and share photos or videos of
themselves or friends while in a trip organized by
the company
Caption this!
Post a funny or thought "provokin" or thematic
photos and ask people to caption the shot.
Do something Weekly:
Each week on the same day at the same time post
for sharing new tips and best practices on your
destinations. Followers are encouraged to share
your latest post!
E V E N T C R E A T I O N
1 3

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Go Live!
More and more,social platforms are adding a new
feature where you can invite viewers of your live
stream to jump in themselves. Live videos/streams
are the most engaging. They get more engagement
than word posts, photos and even previously
recorded videos. Try it and see how many
comments and questions you get while you’re live.
Ask Questions:
It makes sense that asking questions is the easiest
and most natural way to begin engaging with your
community. People like to share opinions,
especially online.
Ask for Feedback:
Super simple, super effective. You see bloggers
doing this a lot. Ask your community what they’d
like to learn about or see more of. Doing this
almost guarantees you engagement once you start
putting their suggestions into practice.
E V E N T C R E A T I O N
1 4

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The scalability of chatbots also helps companies
meet rising customer expectations. In our current
digital world,customers expect fast, reliable
service. They also prefer to communicate online.
While it may sound counter-intuitive at first,
chatbots actually help increase the quality of
service.
C H A T B O T
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An alliance serving French destinations. Created
in 2016, France DMC Alliance federates and
represents the French receptive agencies that
work to highlight France regions and their know-
how. These experts have a network of partners
making it possible to offer tourist services with
very strong added value.Also the power of a group
allows to benefit from many advantages, as owning
the reputation of the group, its distribution as well
as its network.And the price for joining them is no
so high (450€/year)
The Chatbot are more and more efficient and
manage to meet the expectations of
customers.Furthermore chatbots can make a
personalized planning for client,they can collect
data and save customers details and preferences
for better futur conversation.Also chatbot can
welcome back and make a trip recommendation,
this personalization can be very well perceived by
the customer
C H A T B O T
1 6
J O I N A N A L L I A N C E

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The Millennials are an online-driven generation.
They are easily influenced in reviews and advice,
even if they don't know the authors, and even
value them over comments, feedback of the
establishment itself.
So the support of a blogger or influencer is a good
choice. They offer proximity. Indeed,
communication has become bilateral and
interactive.Now some of them are real
professionals and can support the of
modernization of the image of the company!
You could engage an influencer to host a 10-day
trip around a particular region and engage the
target market to join the influencer for a truly
unique perspective of a group tour, with the
influencer as the tour leader. This can work well
because the influencer will be a great incentive for
people to join the tour, and the collaboration will
ensure you receive some promotion across the
influencer’s channels too, which is great for
customer acquisition and brand awareness.
A B L O G G E R S C A L L
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An exemple of success story
According to Barbara Roussel, CEO Brésil
Aventure and voyages couture, voyages couture,
Travel Agency has decided to work with influencer
Morgane Little Gyspsy to create and accompany
trips with her community. These trips, based on
what Morgane and her community like, made it
possible to meet orcas and local populations
around the world.
This operation was a real success … in less than 10
days, it was 3 trips of groups of 10 people and
100 000 € of sales revenue which was generated in
addition to the visibility around this action of
communication.They did it again with the
bloggers"Best jobers" for Kenya,after this action
they got 5 reservations for Kenya per days.You can
also contact Travel-Insight,it's a digital agency
that can help you to meet and pic the best blogger
for your needs.
A B L O G G E R S C A L L
1 8

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