Jean-François Renaud, PartnerKarine Miron, Internet Strategist - Tourism

Developing a Social Strategy for the Group Travel Industry

« We are obsessed about conversions » - Adviso

• We are a team of almost 30 specialists providing Internet strategy and marketing services

• We count more than 100 organizations as our clients

• We are the most Google-certified company in Eastern Canada

A Strong Experience in Tourism

Presentation Syllabus

• Introduction to Web 2.0• Trends for travel and tourism online distribution• How to optimize your offer for Web• How to take advantage of the New Revenue Models• Case Studies

INTRODUCTION TOWEB 2.0

Social Network Services

• The migration from a closed operating system to an open social network platform.

• The necessity of a virtual presence to claim your physical presence.

Canadians and Social Networks

• 80% of Canadians have visited a social network service this year, 63% have read a blog

• Canadians are the most active social networkers

Canadians and Social Networks

• 52% of Canadians visit Facebook almost daily

• # of users

– Canada: 15 354 880

– Quebec: 2 918 220

– Montreal: 2 104 580

Social Networks

• Beyond Facebook, thousand of networks encourage chatting and content sharing

Social Network Users

1% create spaces, groups and discussions

10% add, modify or participate actively

100 % enjoy content

The Most Important Slide

• Do not skip steps

1. Formal Content

Offer

2. Social Content

3. Social Strategy

The Second Most Important Slide

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TRENDS FOR TRAVEL AND TOURISM ONLINE

DISTRIBUTION

Major Online Players• OTA/OTO

– Expedia (Trip Advisor, etc.)– Travelocity– PriceLine– Orbitz

• Travel MetaSearch Engine– Kayak– Bing Travel– Etc.

• Other Players– HotWire

Today’s Competitive Landscape

• Google’s Acquisition of ITA Software...so what’s next?

• Google Shopping: Online Shopping Comparison Engine

• Don’t be evil? What about Google’s policy on tourism?

• Bing also has shopping engine

Emerging Players

• Desintermediation (++ competition on Google)– TO, travel agencies, Review sites

(Affiliates), consolidators : everybody wants to be found by consumer

• Reintermediation– Newcomers are playing new roles :

inspiring (Wanderfly), comparing (Kayak), Group Travel Planning (Groople…)

Search Ecosystem is Changing

Traveler Online Search Behaviours

• The Top 4 Online Travel Resources:– Search Engine: 72%– Online Booking Sites: 58%– Consumer Testimonial Sites: 26%– Travel Information Sites: 19%

Traveler Online Search Behaviours

• Leading Travel Websites:

– Expedia: 42%– Travelocity: 41%– Orbitz: 31%– Hotel brand Websites:

30%– Airline Brand Website:

28%– Hotel.com: 21% – Priceline.com: 18%– Yahoo! Travel: 16%

HOW TO OPTIMIZE YOUR OFFER

Rule number 1: Don’t try to be everything for everyone

Rule number 2: If your content is not indexed, you don’t exist to search engine AND users

• Link Building Strategy: More effective!

Rule number 3: Be listed and linked online

Rule number 4: Create Optimized Landing Pages that you can use again for different campaigns

• Clear Call to action

Rule Number 5: Tell the Story and Humanize

Rule number 6: Connect with your customers and

encourage testimonials and storytelling

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Rule number 7: Make your offer data open and

available

HOW TO TAKE ADVANTAGE OF NEW REVENUE MODELS

Aggregators

Affiliation

DRIVE QUALIFIED

TRAFFIC TO YOUR WEBSITE

1. Pay per Click Ads

2. Search Engine Optimization

Organic Traffic (SEO) versus PPC

1. How do you rank for your main keyword ?

2. Make sure Google can browse your site

3. Optimize your TITLE tags !4. Ask links to your natural

partners5. Describe your offer in

WORDS

Crash Course 101 : Boost your SEO

Travel Search Trends • Agence de voyage: agence voyage (40 500)

• Appellation voyage: Voyage (550 000)

• Destinations: Voyage a quebec (18 100), Voyage Cuba (8100), Voyage Mexique (2900), voyage montreal (14800)

• Types de voyage: Voyage organisé (9900), voyage groupe (3600)

• Forfait: Forfait voyage (6600)

• Incitatif: Voyage a rabais (165 000)

• Information: Récit voyage (720), guide voyage (2900)

Who is first on travel agency

Who bided to be first on travel agency

Take a look at your competitors

Pay-per-click (PPC) Advantages

Targeted• Country,

province, city• Only

interested visitors

Measurable• Cost per click

and per converion

• Ideal to collect data

Control• Keywords• Ads• Landing

pages

Speed• Real time

posting

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Pay-per-click Workflow

1. Ads appear following relevant

searches

2. Users click your ads

3. Users discover product offer

Vertical Search

Local Search

LISTEN AND TAKE ADVANTAGE OF SOCIAL NETWORKS

Tip number 1: Inspire and connect with your customers

on social networks on your own website

Tip number 2: Increase Loyalty and Create New Travel

Opportunities with Existing Customers

Interest Community Group Travel Community

Tip number 3: Be part of Niche Communities related to your

offer and customers

Tip number 4: Engage with Real Travelers/Bloggers

Tip number 5: Monitor to be aware of your online reputation

AND react

Subscribe to our contest !

Just give us your business card to win a one-day, 500$ value Google Analytics training in Montreal or Quebec

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Let’s Keep In Touch!• Jean-François

Renaud, Partner

• Karine Miron,Internet Strategist - Tourism

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10 avril 2023 www.adviso.ca

Jean-François Renaud, PartnerKarine Miron, Internet Strategist - Tourism

Thank You!