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Personalize your Website for each Market Segment by Hopineo



How to Personalize Villa Marina Lodge Website to Targeted Market Segments ?
This document was elaborated by Hopinoer, Florie Thielin, for the Villa Marina Lodge, Panama, in a serie of works and studies allowing tourism professional to make their activity more sustainable.

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Personalize your Website for each Market Segment by Hopineo

  1. 1. Become Hopinoer Spread the awareness, get together and act for a responsible tourism. Hopineo for Villa Marina Lodge – November 2014
  2. 2. Become Hopinoer 2 ? Market Share Market Growth You’re working already well with this high potential segment, continue investing and developing it. You’re working already well with this low future potential segment, continue working with them but stop investing on it. [19:13:02] Ben | HotelMinder: There is a great potential and it needs you to work on it - Are you ready ? Low potential, forget about it. DMC for international couples & families Booking in direct and through OTA International and National Indiv. interested in : Fishing Marine Life Bird-Watching Wildlife Photography Honeymoon Surfing (with higher budget) National from the capital weekends / holidays Surfers backpackers Groups of national guests (friends) Walk-in tourists with car rental
  3. 3. Become Hopinoer 3 1. Why ? 2. How – General ? 3. How – Specific Pages ?
  4. 4. Become Hopinoer 4 •Seeing a page “bird-watcher” for a bird-watcher, shows him that you understand his specific needs and that your place is indeed suitable and great for bird-watchers. •If your bird-watching page is great (not only about your lodge, but how to organize a bird-watching trip in Panama) they might want to share it with their community (on social media etc…). •Enhance your SEO on specific niche markets keywords. •Make it easier and quicker for your guest to find the exact information that they are looking for. •Save time by answering to their specific questions directly on the website, avoiding them to ask by email, and if so, share easily the link towards this specific page where they’ll find it all. $
  5. 5. Become Hopinoer www.canopytower.com 5
  6. 6. Become Hopinoer 6 Fishing Marine Life Bird-Watching Surfing Couples Families Groups →Add market segments submenus : Motivational Life-Cycle / Groups
  7. 7. Become Hopinoer 7 •Understand well each market segment’s specific needs. •List up adapted sub-menus. •Develop pertinent content.
  8. 8. Become Hopinoer →Bird List : contact a birding association to offer room and board to an ornithologist in exchange for developing a bird list with status and sighting frequency codes for your area. Birds in Panama: http://avibase.bsc-eoc.org/checklist.jsp?region=pa&list=clements Example of a great bird list developed by a hotel in Costa Rica : http://www.adventure-costarica.com/laguna-del-lagarto/rainforest_lodge/costa_rica_bird_list_01.htm →Photo Gallery (on Flickr ?) of main local endemic and endangered species. →Local Guides with a Passion for Bird Watching : http://www.canopytower.com/our-guides →Trails, Hides & Photography : http://www.canopytower.com/photography →Birding Routes in Panama : http://www.canopytower.com/Trail-Maps →Conservation and Bird Watching Ethics : http://www.audublog.org/?p=8351 8 Veragua Mango Hummingbird Painted Parakeet Military Macaw
  9. 9. Become Hopinoer Get inspired by this great hotel blog : www.kaanabelize.com/blog 9 … →Write a Blog ! •Improve your website SEO (Google Ranking) by publishing regularly new quality content. •Attract future guests by working each article’s SEO with further specific keywords: bird watching, honey moon etc… •Provide pertinent content that people will like to share on social media and with their friends willing to travel in Costa Rica.
  10. 10. Become Hopinoer 10 Contact : Florie Thielin floriethielin@gmail.com www.hopineo.org www.thehospitalitytour.com www.facebook.com/thehospitalitytour This document was elaborated for the Villa Marina Lodge, Panama, in a serie of works and studies allowing tourism professional to make their activity more sustainable. What is missing? Which improvments could be done? Please, feel to free to share with us your feedback to continue building together a better future for Hopineo, its partners, and more globally for a more responsible tourism. « The recognition of tourism as an economic powerhouse and contributor to all three pillars of sustainable development – economic, environmental and social – underlined the enduring relevance of UNWTO’s mission to promote responsible, sustainable and universally accessible tourism. » World Tourism Organization, 2013