Digital Consumer in Travel and Tourism Sept 2010

The Digital Consumer &
Social Media for Travel:
Don’t be left out in the cold

Presented by: David Atkins, Principal Digital DNA Infusion, LLC
david@digitaldnainfusion.com
Twitter: @atkinsdavid
www.digitaldnainfusion.com
Copyright 2010 Digital DNA
Infusion, LLC

David Atkins

Copyright 2010 Digital DNA Infusion

Change

The only constant
imperative when it comes
to Digital is CHANGE


Google’s View March 2010

Copyright 2010 Digital DNA Infusion Source: Google

Moves Digital to Physical World
 No more platforms
 No more technical requirements
 Just be “human” & transparent


Digital, Social, Mobile?
• 39% of consumers have no destination in mind when starting their travel
research online
• Consumers are searching less-
– Searches down to 6 (circa 12 in 2009)
– Sites visited at 20 before a booking Private Sales?
• “Only” 50% of shoppers use search in the research process
• 92% of online bookings are “latent”
• Mobile anyone- 18% of biz and 15% of leisure travelers checked hotels in
2009

The Planning and Review category (i.e.
TripAdvisor) grew its share of all site visits by
over 50% since 2008

Source: Forrester, Compete & Google Dec 2009- Sept 2010

Does it all work?
 Orlando CVB “67 Days of Smiles”
 Santa Monica CVB
 Best Western “Travel Tuesday”
 Marriott- “Tweet yourself to Hawaii”
 Motel 6
 And many more

ROI, Traffic, Bookings, Revenue and Mentions


Where to start?

PPC Video
Ownership Brand

Site
SEO/SEM
Conversion IT Sales

Display Social
Ads Media Revenue Marketing

OTA’s
Distribution


Follow the basics
 Your customer
 Your business Benchmark!
 What metric?
 What platform?


Influential Features in Leisure Travel Planning

Infusion, LLC Source: PhoCusWright May 2010

Curators
 Content, Experiences
 Not always of our own creation


Customer View of your sites- Areas of
Opportunity

Frommers Unlimited April 2010

Marketing Channel Evaluation
Display Media
Awareness Social Media

Consideration Affiliate Marketing
Search Engine Marketing

Purchase Social Media Marketing
Intent
Purchase Affiliate Marketing

Loyalty
Email Marketing
Social Media Marketing

Marketing Channel Success Metrics
Target Reach %
Increase searches for brand

Awareness Increase in overall site traffic
Increase in social media mentions

Leads Generated
Interaction Rates Increased
Consideration Increase in product/specific room page
views

Increased time on site
Purchase Increased requests for information
Intent Increased activity in booking path

Purchase Bookings/Leads

Repeat booking
Loyalty Share of wallet
Recommendation
Increase in $$$ of Purchase

Who should you market to?

Source: PhocusWright FYI May 2009

Basic Principles for Social Media

Copyright 2010 Digital DNA Infusion, LLC

Infusion, LLC

Types of Social Media that matter most for travel

Review Sites

Photo Sharing
The priority will
change based on
your business &
customer Video Sharing
objectives

Blogs

Infusion, LLC For North America and EMEA

Who Matters?

Trip Advisor

Who is your customer?

Source: Quantcast Dec 2009 Infusion, LLC

Does Social Media impact pricing?
“ Done correctly, ratings and reviews deliver a
significant increase in sales. One third of
retailers reported an 11-20% or more overall
increase in conversions as a result of adding
reviews to their sites, while consumers are
willing to pay up to 22-49% more for a 5-star
rated product than for a 4-star rated product
in the hospitality and travel industries”

Infusion, LLC Source: Mashable Feb 2010

Does Social Media impact pricing?
• PhoCusWright answers this with:
– Social Travel Advocacy Index mapped to ADR
• Shows a distinct correlation that is quantifiable
• Beyond the ADR/RevPar impact of your social
media profile
– What does this due to transparency of pricing?
– What will the consumer accept?
– How well does your organization understand SM?

Infusion, LLC

Does Social Media sell rooms??
• PhoCusWright answers this with:

Infusion, LLC

Digital consumer behavioral data

• 65 % of consumers have had a digital experience
change their perception of the brand/product
• 97% of consumers report that their digital experiences influence whether
or not to purchases goods, services or products from the brand/product

• 97% of consumers have searched out a brand online

• 69% have read a corporate blog

• 73% have posted a review of a product or service

• 44% of consumers who follow a brand on twitter do it for DEALS

Source: Razorfish Q4 2009

Beresford Data on Social Networks

Beresford Research June 2009

How are customers sharing data?

Frommers Unlimited April 2010

Consumers’ use of Mobile

Google is projecting 30% of all online bookings will come from Mobile


Build a framework
 The key: alignment and education
 Cross functional (team, metrics, strat)


All about data and action today


Digital Best Practices- Simply

Results Enable

Metrics Inspire

Outreach Engage

Involve


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
Maria- 954-609-9110


Digital Consumer in Travel and Tourism Sept 2010

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (19)

Ähnlich wie Digital Consumer in Travel and Tourism Sept 2010

Ähnlich wie Digital Consumer in Travel and Tourism Sept 2010 (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Digital Consumer in Travel and Tourism Sept 2010