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Digital Consumer in Travel and Tourism Sept 2010
1. The Digital Consumer &
Social Media for Travel:
Don’t be left out in the cold
Presented by: David Atkins, Principal Digital DNA Infusion, LLC
david@digitaldnainfusion.com
Twitter: @atkinsdavid
www.digitaldnainfusion.com
Copyright 2010 Digital DNA
Infusion, LLC
2. David Atkins
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion
4. Change
The only constant
imperative when it comes
to Digital is CHANGE
Copyright 2010 Digital DNA Infusion
5. Google’s View March 2010
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion Source: Google
6. Moves Digital to Physical World
No more platforms
No more technical requirements
Just be “human” & transparent
Copyright 2010 Digital DNA Infusion
7. Digital, Social, Mobile?
• 39% of consumers have no destination in mind when starting their travel
research online
• Consumers are searching less-
– Searches down to 6 (circa 12 in 2009)
– Sites visited at 20 before a booking Private Sales?
• “Only” 50% of shoppers use search in the research process
• 92% of online bookings are “latent”
• Mobile anyone- 18% of biz and 15% of leisure travelers checked hotels in
2009
The Planning and Review category (i.e.
TripAdvisor) grew its share of all site visits by
over 50% since 2008
Copyright 2010 Digital DNA Infusion
Source: Forrester, Compete & Google Dec 2009- Sept 2010
8. Does it all work?
Orlando CVB “67 Days of Smiles”
Santa Monica CVB
Best Western “Travel Tuesday”
Marriott- “Tweet yourself to Hawaii”
Motel 6
And many more
ROI, Traffic, Bookings, Revenue and Mentions
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion
9. Where to start?
PPC Video
Ownership Brand
Site
SEO/SEM
Conversion IT Sales
Display Social
Ads Media Revenue Marketing
OTA’s
Distribution
Copyright 2010 Digital DNA Infusion
10. Follow the basics
Your customer
Your business Benchmark!
What metric?
What platform?
Copyright 2010 Digital DNA Infusion
11. Influential Features in Leisure Travel Planning
www.digitaldnainfusion.com
Copyright 2010 Digital DNA
Infusion, LLC Source: PhoCusWright May 2010
12. Curators
Content, Experiences
Not always of our own creation
Copyright 2010 Digital DNA Infusion
13. Customer View of your sites- Areas of
Opportunity
Copyright 2010 Digital DNA Infusion
Frommers Unlimited April 2010
14. Marketing Channel Evaluation
Display Media
Awareness Social Media
Consideration Affiliate Marketing
Search Engine Marketing
Purchase Social Media Marketing
Intent
Search Engine Marketing
Search Engine Marketing
Purchase Affiliate Marketing
Loyalty
Email Marketing
Social Media Marketing
15. Marketing Channel Success Metrics
Target Reach %
Increase searches for brand
Awareness Increase in overall site traffic
Increase in social media mentions
Leads Generated
Interaction Rates Increased
Consideration Increase in product/specific room page
views
Increased time on site
Purchase Increased requests for information
Intent Increased activity in booking path
Purchase Bookings/Leads
Repeat booking
Loyalty Share of wallet
Recommendation
Increase in $$$ of Purchase
16. Who should you market to?
Copyright 2010 Digital DNA Infusion
Source: PhocusWright FYI May 2009
21. Types of Social Media that matter most for travel
Review Sites
Photo Sharing
The priority will
change based on
your business &
customer Video Sharing
objectives
Blogs
www.digitaldnainfusion.com
Copyright 2010 Digital DNA
Infusion, LLC For North America and EMEA
22. Who Matters?
Trip Advisor
Who is your customer?
www.digitaldnainfusion.com
Copyright 2010 Digital DNA
Source: Quantcast Dec 2009 Infusion, LLC
23. Does Social Media impact pricing?
“ Done correctly, ratings and reviews deliver a
significant increase in sales. One third of
retailers reported an 11-20% or more overall
increase in conversions as a result of adding
reviews to their sites, while consumers are
willing to pay up to 22-49% more for a 5-star
rated product than for a 4-star rated product
in the hospitality and travel industries”
www.digitaldnainfusion.com
Copyright 2010 Digital DNA
Infusion, LLC Source: Mashable Feb 2010
24. Does Social Media impact pricing?
• PhoCusWright answers this with:
– Social Travel Advocacy Index mapped to ADR
• Shows a distinct correlation that is quantifiable
• Beyond the ADR/RevPar impact of your social
media profile
– What does this due to transparency of pricing?
– What will the consumer accept?
– How well does your organization understand SM?
www.digitaldnainfusion.com
Copyright 2010 Digital DNA
Infusion, LLC
25. Does Social Media sell rooms??
• PhoCusWright answers this with:
www.digitaldnainfusion.com
Copyright 2010 Digital DNA
Infusion, LLC
26. Digital consumer behavioral data
• 65 % of consumers have had a digital experience
change their perception of the brand/product
• 97% of consumers report that their digital experiences influence whether
or not to purchases goods, services or products from the brand/product
• 97% of consumers have searched out a brand online
• 69% have read a corporate blog
• 73% have posted a review of a product or service
• 44% of consumers who follow a brand on twitter do it for DEALS
Copyright 2010 Digital DNA Infusion
Source: Razorfish Q4 2009
27. Beresford Data on Social Networks
www.digitaldnainfusion.com
Copyright 2010 Digital DNA Infusion
Beresford Research June 2009
28. How are customers sharing data?
Copyright 2010 Digital DNA Infusion
Frommers Unlimited April 2010
29. Consumers’ use of Mobile
Google is projecting 30% of all online bookings will come from Mobile
Copyright 2010 Digital DNA Infusion
30. Build a framework
The key: alignment and education
Cross functional (team, metrics, strat)
Copyright 2010 Digital DNA Infusion
32. All about data and action today
Copyright 2010 Digital DNA Infusion
33. Digital Best Practices- Simply
Results Enable
Metrics Inspire
Outreach Engage
Involve
Copyright 2010 Digital DNA Infusion
34. How to reach me?
David@digitaldnainfusion.com
Twitter @atkinsdavid
Old School:
Digital DNA Infusion
6619 South Dixie Hwy
Ste 306
Miami FL 33143
David- 305-458-2311
Maria- 954-609-9110
Copyright 2010 Digital DNA Infusion