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A look at how to position and promote Sustainable Tourism to an end customer, online. Sri Lanka has been used as an example for statistical analysis, while the thoughts shared are applicable in any travel context I believe.
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DIGITAL SUSTAINABLE TOURISM PROMOTION IN DEVELOPING MARKETS – SRI LANKA EXAMPLE
Niranka T. Perera
Image Credit: lakdasun
“Tourism currently accounts for 9% of the world GDP & 6% of world trade”
148.3 MILLIONOnline Travel Bookings - 2013
Online Travel Booking Value (Billions)
65.4% OF BOOKINGSAre made on the brand site
39% OF BOOKINGSAre hotel reservations
Slide 2
ONLINE TOURISM INDUSTRY OVERVIEW
Slide 3
DIGITAL INTEREST IN SRI LANKA TRAVEL & HOSPITALITY
Online Searches for “Sri Lanka Hotels”
Corresponds with Tourism Boom (visitor arrivals)
Post Civil War Interest Surge
Traditional Seasonal dips visible online as well
THE ONLINE TRAVEL CONSUMER
Online Search Recommendations from friends & family(where do people connect now? On Social
Media)
Slide 5
THE ONLINE TRAVEL CONSUMER - ZMOT
Online Search & Recommendations from friends & family are the greatest influences on travel purchase decisions, compared to television, newspapers and travel offices
Time to Purchase Time to Purchase
Deci
sion In
flu
en
ce
Deci
sion In
flu
en
ce
Source: http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
Normalized assist/last interaction ratios
Slide 6
THE ONLINE TRAVEL PURCHASE FUNNEL – UK (PRIMARY SOURCE MARKET FOR SL)
1.8France
1.5Germany
5.2U.S.
1.5U.K.
WHERE DOES SOCIAL MEDIA FIT IN?
Source: http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
Normalized assist/last interaction ratios
Slide 7
THE INFLUENCE OF SOCIAL MEDIA
Source: http://www.sustainabletourism.net/resources.html
75% of consumers want a more responsible
holiday - 2012
22% of respondents said that sustainability is among the top three
influencing factors when booking vacations
2011
71% of those surveyed said they would make
environmentally friendly choices this year
2012
Almost half of global consumers are willing to pay more for products from companies
that show a commitment to social responsibility
2012
58% of their travellers hotel choice is influenced by the
support the hotel gives to the local community
2011
Slide 8
SUSTAINABLE TOURISM PREFERENCES
Slide 9
ONLINE TRAVEL PURCHASE DYNAMIC
Colombo Hotel Search1st April 2014
agoda.com app
Search Term Search Volume
sri lanka hotels 1,300
sri lanka holidays 9,900
sri lanka travel 480
hotel sri lanka 1000
colombo hotels 390
galle hotels 110
Search Term Search Volume
eco tourism sri lanka 10
eco tours sri lanka 10
sustainable tourism in sri lanka 10
Average monthly searches from
Sustainable Tourism searches
Online search patterns do not reflect a deeper interest in Sustainable tourism. As such, sustainable tourism is likely an influencer, not the main purchase driver
17% to 25% of SL Hotel Bookings happen between 0 – 3 days of check-in. The last minute deal culture is on the rise. Spurred by OTAs.
PROMOTING SUSTAINABLE TOURISM
Slide 11
SUSTAINABLE TOURISM MARKETING
Destination Marketing
Tourist Board
Destination Management Companies
Local AssociationsBrand Marketing
Hotel Brands
Tour Operators / Travel Agents
Local Associations
Positioning Sri Lanka as a destination that practices Sustainable Tourism
Communicate brands’ sustainable tourism value proposition
If the Target Consumer is not looking for a Sustainable Tourism product, how do we position Sustainable Tourism and benefit from its value addition and overall influence on a purchase
decision?
DIGITAL
IDENTITY
DIGITAL
STORY TELLIN
G
‘FEEL GOOD FACTO
R’
THE PILLARS OF SUSTAINABLE TOURISM
Incorporate Sustainable Tourism Into Your Brands Digital Footprint
Sell the experience, not just the facts
Identify with your customers core values
What do you do?
Why is it important?
What does it mean to me?
Slide 13
THE DIGITAL FRAMEWORK FOR SUSTAINABLE TOURISM MARKETING
Most popular pages on a website
1. Home Page
2. Photo Gallery
3. Special Offers
4. Accommodation
5. Location
What brand content does an online travel buyer consume?
Where do we position Sustainable Tourism differentiators?
Slide 14
BUILDING A DIGITAL IDENTITY
Slide 15
SUSTAINABLE TOURISM DIGITAL IDENTITY EXAMPLES
Cinnamon Lakeside
Jetwing Hotels
The Rainforest Ecolodge
Slide 16
SUSTAINABLE TOURISM DIGITAL STORY TELLING EXAMPLES
Slide 17
SUSTAINABLE TOURISM DIGITAL STORY TELLING EXAMPLES
COMMUNICATE FEEL GOOD FACTORS
A GUILT FREE SOAK!
WATER TREATMENT & REUSE IN OUR GARDENS
COMBAT CLIMATE CHANGE
TREE PLANTING INITIATIVESSlide 18
FINAL THOUGHTS
Slide 19
• Do not limit Sustainable Tourism communication to press releases and media blitz
• Price, Location and Experience will continue to dominate travel decisions. Incorporate the benefits of sustainable tourism to the end consumer in a non-intrusive manner that doesn’t distract from your primary objective – to sell!
• Focus on action oriented imagery relating to sustainable tourism where possible. Help people relate to the imagery and experiences.
• Sustainable tourism initiatives may be perceived as money saving endeavors / or marketing initiatives. Clearly communicate why you have engaged in Sustainable Tourism
• Use Social Media to elicit feedback and ask for ideas
• Personify community involvement through recruitment, local sourcing or similar endeavors to your end consumers. Put a face on your sustainable tourism initiatives!
