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Can Twitter, LinkedIn, Facebook, Blogs and other social media websites sell hotels online? Well of course they can. And do. A presentation on social media in the tourism industry made to hotel and hospitality professionals in Dublin Ireland in June 2009.
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Hotel Website MarketingOnline social media opportunities for the hospitality and tourism industry
June 30, 2009
What are people looking for?
PRODUCTS AND SERVICES BEING RESEARCHED ONLINE
SOURCE: eMarketer 2008
If I build it will they come?
NUMBER OF TRAVEL SITES VISITED ON AVERAGE
SOURCE: PhoCusWright Travel 2.0 Consumer Technology Survey 2007
“Irish holidaymakers are showing a growinginterest in Ireland… Hotels.com hasrevealed there has been an increase indomestic searches by ”
Hotels.com 2009
40%
OK then, fine, what about Ireland?
SOURCE: Joint National Internet Research (JNIR) July - December 2008
PRODUCTS AND SERVICES BEING USED ONLINE
Why social media?
AGES 43-52 AGES 53-63
SOURCE: Forrester Research The Social Technographics® Profile Of European Baby Boomers 2009
REGULAR USERS OF ONLINE SOCIAL MEDIA
No seriously, why social media?
EUROPEAN USERS OF SOCIAL NETWORKS
SOURCE: Datamonitor Online Social Networking 2009
Enough with the charts already!
“By relying on the latest technology and shifting to100% Web-based advertising, Tourisme Montréalcan, as opposed to more traditional styleadvertising, accurately assess campaign impactwith target audiences and maximize investments inthis regard.”
Charles Lapointe, President and Chief Executive Officer of Tourisme Montréal
TRANSLATION:WE CAN MEASURE
STUFF REAL GOOD ONTHE INTERWEBS
“The internet has roughly the influenceof the second strongest medium - television -and roughly the influence of traditionalprinted media”Digital Influence Index, Fleishman-Hillard International Communications/Harris Interactive, 2008
8x2x
What does social media take?
BUDGET TIME(I hope they don’t realize this is another chart.)
Twitter: the stupidest thing I ever heard of
GLOBAL TWITTER ADOPTION(Sorry. Absolutely the last chart. I promise.)
SOURCE: comScore 2009
Blogging: what’s it good for?
PERCENTAGE OF BLOG READERS WHO READ TRAVEL BLOGS(Wait! Don’t leave. This isn’t a chart. It’s an… illustration?)
SOURCE: PhoCusWright Travel 2.0 Consumer Technology Survey 2007
LinkedIn: don’t be left out (get it?)
PERCENTAGE OF PEOPLE WHO ARE HAPPYTHERE IS NO CHART ON THIS PAGE
Always close on something cool
Did it work?
• Original goal: 400K visitors for the whole campaign
• 200K visitors in the first day
• 2 month campaign had over 2.5M visitors
• 11K video submissions from interested job applicants
• Over 5K independent blog mentions
• $1.7M global marketing campaign generated $70M worth ofpublicity
• 2009 Cannes Lions Grand Prix
Great. So what do I do now smartguy?
• Listen and engage (grow big ears)
• Target the influencers (and make them evangelists)
• Empower your friends (read: customers)
• Encourage people to speak their minds (then thank or fix)
• Start small (scale smart)
• Be yourself (your usual charming, witty, interesting self)
• Don’t just stand there (learn something new every day!)
Reading List
• Internet Marketing for Travel & Tourism http://www.tourismkeys.ca/blog/
• Dot Tourism http://dottourism.com/blog/
• The Tourism Research Blog http://blog.highlandbusinessresearch.co.uk/
• up take Travel Industry Blog http://travel-industry.uptake.com/blog/
• Tourism Internet Marketing http://tourisminternetmarketing.com/
• Travel & Tourism Technology Trends http://tourismtechnology.rezgo.com/
• http://www.suite101.com/travel/
• http://travel.alltop.com/
Homework
http://www.tourism-intelligence.co.uk/listeningtoourvisitors.aspx
http://www.highlandbusinessresearch.com/downloads/tipsfromthetlist.pdf
