Tourism Online Business

ConsultantsConsultants.

Petros Mavros

Director – Trainer

Online Marketing and OnlineOnline Marketing and Online Reputation for Agro Tourism

Setting the SceneScene

New horizons of change• How to distinguish our

business among webs ?• 200 million active200 million active

webs• 120 million blogs

It is not about the numbers only, its about what is relevant as source of

information in order to open a window of p

opportunity on travel

Renovated examples - www.terresdelebre.travel

Agricultural Area south of Barcelona Spain with a huge

biodiversity interest attracting

especially young couples and naturecouples and nature

lovers

Renovated examples – www.sapedrissa.com

Rural Hotel in Mallorca, giving

h i itemphasis on its natural

surroundings

Renovated examples – www.paradisoshills.com

Rural Hotel in Lysos – Pafos , y ,giving emphasis on the activities

offered

Online Marketing =

Marketingg

What is Online Marketing ?

1. Being there where our old and new customers are.

2. Talking to your customers. And all these g y

3. Listening to our customers

can be done online 3. Listening to our customers

4 Satisfying our customers4. Satisfying our customers

5 Learning from our customers5. Learning from our customers

Travel moves to .travel

• www.egypt.travel• www.poland.travelpo a d t a e• www.argentina.travel

Online Destination Marketing• www.Pafos.travel• www.Paphos.travel• www Larnaca travel• www.Larnaca.travel• www.AgiaNapa.travel• www.lemesos.travel

li l t l• www.limassol.travel• www.polis.travel• www.troodos.travel• www.platres.travel• www.nicosia.travel

None of them belong to the town halls or local tourist development companies.

Why Online Marketing ?

1. The web is more than content

2. It’s about Connecting

3. ...Sharing

4. …Participating

5 Growing5. …Growing

6. …Learning g

How did Digital change Travel ?

1. Disintermediation

2. Higher expectations

3. More choice

4. More visibility – Attention

5. More Value for Money feeling

1.Disintermediation1.Disintermediation

2. Higher Expectations

f

2. Higher Expectations Challenges of a conquest

Increase distraction Raised expectations New Models of authority

New Communities

Achieving engagementAchieving engagement

fIncrease distraction Raised expectations New Models of authority

New Communities

Simplicity and i

Insights and t i ti

Openness and th ti it

Partners and ti i tipersuasion customisation authenticityparticipation

Elements of engagement

3. More Choice -There exists no simple pmanner to cover all needs

• What has not changed?......you need to be found!

• Web is more complex and ‘cluttered’ – going beyond .com

• Search engines are more effective but unable to categorize effectively millions of webs

• SEO and content, are fundamental pillars of online

Digital, not just another channel

MarketingMarketing solutions

Awareness Credibility Trial Sales Customers

Media PR BTLPoint ofsale

CRM

Digital media

Why Marketing adapts

3. How to manage attention

Aim for integrated marketing

Value for money feeling

Have in mind

• Consumers obtain information from variety of sources, expect instant content and personalised

• Web and Peers exert more influence than traditional media

• Empowered consumers are proactive and expressive:

“we know we are valuable and we express what we think”p

Tyranny of the catalogue

Firsts reservations online

Firsts searches

Google Search

Digital music – shapes electronic snackingDigital music – shapes electronic snacking

Photo – shapes sharing experiences

Local Search

Local search + mashups= living directories

Location and 3D (GE)

Web goes mobile

Planning and Strategy

Planning and Strategy Plan as you always did• Plan as you always did but act as you never did.

• Be fast, faster than the rest.

• “No fear” (to share information in public)

• Have a Plan B, easy to follow and cheap to activateactivate.

• Take The Crisis as a challenge.

Your customers want to buy onliney

Most popular products :Most popular products : music, books, DVDs and holidaysy

53% UK internet users booked a holiday online

(2008 data)

You Market to the world

Market to the individual

From Mass Marketing to 1 to 1 Marketing

Complexity1 to 1

Marketing

Complexity of Marketing

Segmented Marketing

Mass Marketingg

Level of Targeting Required

Source Reference: Sean Kelly, Comhra Ltd51

Two key questionsTwo key questions….1. Are my

t li ?Europe: 382

illicustomers online? million

W ld 1 5 billiWorld: 1.5 billion

2. Is my businesssuited to digital

k i ?

Travel industry accounts for 32%

f ll li marketing? of all online advertising

Do you know your business ?

Watch your competitionWatch your competition

What are they doing?

Know your customersy

Online Trends

Sharing and advice online

Sharing inspires travel

Social tagging organises information

New Models of Authority

New Communities

New Communities

Geographic Activity based

in the same place - local k l dg

engaged in particular

ti itiknowledge activities

Demographic

with personal

Shared interest

with interests characteristics

in commonor an agenda in common

Social computing changes rules in business

The medium is the relationship

Coffee Break

Acquiring CustomersOnline

Wow this is too much, what should I choose ?

• Be there where your customers are • Aggregate and share at the same time.gg egate a d s a e at t e sa e t e• Focus and develop relationships where you are.• Follow upFollow up. • Separate B2B relations from B2C clearly.• Have price parity and integrity• Have price parity and integrity.• Invest time and money on tools.• Be as constant and innovative as you are off line• Be as constant and innovative as you are off-line.• Take the online and make it yours- every day.

The Toolkit

The Toolkit

Acquire

• SEO – Search EngineSEO Search Engine Optimization

• PPC – Pay Per Clicky• SMO – Social Media

Optimization p• Banner Advertising• Affiliate Marketing ate a et g• Etc…

Google’s dominance

MSN 2% Ask‐ 3%

Googlel

MSN‐ 2%Yahoo‐ 1%

Ask‐ 3%

gYahooMSNAsk

Google‐ 78%

Pay to be listed ?!

Paid Search PPC= 30%Paid Search PPC  30%

PPCSEO 70% PPCSEO= 70% (it is free)

Is Search Important ??

SearchWiki

EngineSEOSEM

Web

C pr s as Vacation destinationCyprus as Vacation destination

According toAccording to

Από ερευνά της Avantless για λογαριασμό του «InBusinessOnline » Μάιος 2010

Key word “Cyprus

Holidays”Holidays

2010

2009

2010

Maximum demand 100First

Country UK

Maximum demand 100 Cyprus holidays scores 82

Key word “ Northern

Cyprus

2010

ypHolidays”

2010

2009

First Country UK Maximum demand 100

“Northern Cyprus” scores 73

Key word “Hotels

Kyrenia”Kyrenia

2010

2009

Maximum demand 100 “HotelsMaximum demand 100 Hotels Kyrenia ” scores 63

Key word “Hotels Ayia

Napa”Napa

2009

2010

Maximum demand 100 “Hotels Ayia NapaMaximum demand 100 Hotels Ayia Napa ” scores 81

Key word “Hotels

Paphos”Paphos

2009

2010

Maximum demand 100 “Hotels Paphos ”Maximum demand 100 Hotels Paphos scores 75

Key word “Cyprus” as

Vacation D ti ti

2010

Destination

2009

8 out of 9 terms searched from the UK about Cyprus in the category Travel

are related to “North Cyprus”

Where does Agro tourism stand ?

Search Conclusions

• Google drives 80% of the searches worldwide• Google drives 80% of the searches worldwide. • Search is still very important to drive traffic.• It will remain very important• It will remain very important.• It becomes very sophisticated.

G l i th l d th t j t f ll i• Google is the leader, the rest just follows in search.

• Key words are becoming key frases• Key words are becoming key frases.

The Toolkit

Convert

Attention

FilterFilterFilterFilterBecause you Because you don’t alwaysdon’t alwaysdon t always don t always

want everythingwant everything

Interest

Conviction

Desire

Close

The Toolkit

Who and where talks about us

Social Media Optimization

SMO

Let’s twittiagain

• ExpectationsExpectations are created

• Are they yfulfilled ?

• Do we do “after sales service”.

a video tube

Top video related to Cyprus: 1,640,330 viewsKeywords: cyprus and north cyprus

Next Video related to Cyprus:eurovision 2009 cyprus firefly cyprus eurovision 2009 cyprus lyrics yp yp ysouvla christina metaxa „firefly“ eurovision 2009 kypros

Email •Click Through Rate•Forwards

Marketing Metrics

•Conversion Rate•Outcomes•Number sent•Delivered•Opened•Opened

The Blogosphere The Blogosphere The Blogosphere The Blogosphere

The Toolkit

Choosing an Analytics PackageChoosing an Analytics Package

Coffee Break

Online Reputation Online Reputation

Who talks about us ??

How to manage your reputation Establish alert mechanisms !• Establish alert mechanisms !

• Talk to your customers and let them know you have a place where they can talk to you online!where they can talk to you online!

• Put the online in your daily routine. “Make the blog post as if it was a weekly report”was a weekly report .

• Aggregate

• Share, share, share !!!

• Images Videos Posts !!!Images, Videos, Posts !!!

• Active and professional presence in the Social Media

• GET PROFESSIONAL HELP

Epilogue • Follow up of the content

• The Online is an ongoing learning process

• Establish Follow Up mechanisms.

• ROI – Invest or Spend ?

• Long, medium and short term strategy

Cyprus May 2010