This session has the objective to better understand the perspective of group travel distribution in the social web ecosystem. How to adapt to this new reality? We will try to better understand this ecosystem by looking at opportunities to drive qualified trafic in search engines and social networks for travel distributors. Effective business models and how to optimize online offer description will also be discussed.

1. Developing a Social Strategy for the Group Travel Industry Jean-François Renaud, Partner Karine Miron, Internet Strategist - Tourism

2. « 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

3. A Strong Experience in Tourism

5. Trends for travel and tourism online distribution

6. How to optimize your offer for Web

7. How to take advantage of the New Revenue Models

13. The Most Important Slide

14. The Second Most Important Slide Do not skip steps

15. Trendsfor travel and tourism online distribution

16. Major Online Players OTA/OTO Expedia (Trip Advisor, etc.) Travelocity PriceLine Orbitz Travel MetaSearch Engine Kayak Bing Travel Etc. Other Players HotWire

17. Today’s Competitive Landscape

18. Emerging Players 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

19. Search Ecosystem is Changing 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…)

21. Search Engine: 72%

22. Online Booking Sites: 58%

23. Consumer Testimonial Sites: 26%

25. Expedia: 42%

26. Travelocity: 41%

27. Orbitz: 31%

28. Hotel brand Websites: 30%

29. Airline Brand Website: 28%

30. Hotel.com: 21%

31. Priceline.com: 18%

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

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

36. Rule number 6: Connect with your customers and encourage testimonials and storytelling

37. Rule number 7: Make your offer data open and available

38. HOW TO Take advantage of New revenue models

39. Aggregators

40. Affiliation

41. Drive qualified traffic to your website

42. Organic Traffic (SEO) versus PPC

43. Crash Course 101 : Boost your SEO How do yourank for your main keyword ? Make sure Google canbrowseyour site Optimizeyour TITLE tags ! Ask links to yournaturalpartners Describeyouroffer in WORDS

45. Appellation voyage: Voyage (550 000)

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

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

48. Forfait: Forfait voyage (6600)

49. Incitatif: Voyage a rabais (165 000)

51. Pay-per-click (PPC) Advantages

52. Pay-per-click Workflow

54. Vertical Search

55. Local Search

56. listen and Take advantage of Social networks

57. Tip number 1: Inspire and connect with your customers on social networks on your own website

58. Tip number 2: Increase Loyalty and Create New Travel Opportunities with Existing Customers

59. Tip number 3: Be part of Niche Communities related to your offer and customers Interest Community Group Travel Community

60. Tip number 4: Engage with Real Travelers/Bloggers

61. Tip number 5: Monitor to be aware of your online reputation AND react

62. Subscribe to our contest ! Just give us your business card to win a one-day, 500$ value Google Analytics training in Montreal or Quebec

63. Let’s Keep In Touch! Jean-François Renaud, Partner KarineMiron, Internet Strategist - Tourism Website: http://www.adviso.ca/ Blog: http://www.adviso.ca/blog/ Facebook: http://www.facebook.com/adviso/ Twitter: http://www.twitter.com/adviso/ LinkedIn: http://www.linkedin.com/companies/adviso/

64. Thank You! Jean-François Renaud, Partner KarineMiron, Internet Strategist - Tourism