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E-Marketing tourism
    destination

 1 BEST PRACTICES




CBI

       September 2012
       ::Onno Roukens
Onno Roukens, CBI consultant,
E-marketing - Market Information
                  • Working experience > 20
                  developing countries

                  • Last year 150 tourism
                  companies, trained and
                  consultancy including specific
                  WP template (
                  www.travel.globallycool.nl)
                  • Assessment ColombiaTravel
Internet and Tourism
“Latest international research shows that more
 than 80% of travellers use the “net” extensively to
 plan and organize their trip.”
(Source: Australian
Tourism Data Warehouse)
Agenda
0.    Introduction
1.    Goal today
2.   Internet strategy
3.   Best practices
4.   Next steps
1 Goal today

 Draft:
 • Action plan E-marketing destination plan
 • Content goal matrix




                             Centre for the Promotion of Imports from developing countries
1 Goal today

 Draft:
 • E-marketing destination plan
 • Content goal matrix




                            Centre for the Promotion of Imports from developing countries
1 Goal today

 Draft:
 • E-marketing destination plan
 • Content goal matrix




                                  Centre for the Promotion of Imports from developing countries
1 Goal today

 Draft: E-marketing destination plan
        Content goal matrix




                                   Centre for the Promotion of Imports from developing countries
2 Internet strategy

 Do you apply an internet
 strategy

      or are you ….


 ” …having a website…..”
2 Internet strategy: Key success factors
                                 Customer
              Master
                                     focus            Unique
               Of
                                                      Value
           Communication
                                                    Proposition



                                Objectives
           Usability                                      Defined
                                     Goals                Target
           compliant                                      Groups



                        Visibility            Proactive
                                              Marketing
                       Findability
                                             Engagement
3 Best Practices
3.1 Homepage Australia.com
Homepage
• Convince in 8 seconds
• Call to actions
• Food for thought: Mega Menu
• Unique Value Proposition
• Film / Images: the best / goal
• App
• User generated photos …
• Focused on key customers
•…
Promoción on line mejore su competitividad a través de su página web
Advantages Mega menu?
San Francisco Travel: menu?
Graphics images and multimedia
“Nine out of ten online travel buyers say online video influence
                     their travel purchases”
Key trend: mobile / tablets
User generated Content
“33% of leisure travellers changed their hotels based
     on what they read on blogs or other travel
   related community sites” (Forrester Research)
‘“Languages: plus IP’’
……: Images


(
2 Best Practice: Overview pages –   Visit Scotland
3 Best Practice –- Fat Footer / Social media - VisitScotland
3 Best Practice –– Customized newsletter - VisitScotland
4 BP Web Writing
      How do people read on the Internet?
4 …P – Web Writing Content
5 BP – Sales Process / Key clients – Visit Copenhagen
5 BP – Key Clients Offer travel Agents -                     VisitCopenhagen




                Checlk also: http://www.newzealand.com/travel/trade/trade-homepage.cfm
5 BP – Key Clients Offer New Zealand




              Checlk also: http://www.newzealand.com/travel/trade/trade-homepage.cfm
5 BP – Guides - VisitCopenhagen
5 BP – My Guide - VisitCopenhagen
6 BP – Combined booking / Key Clients /   San Francisco
7 BP – Focus on Key Clients / San Francisco
8 BP – Youtube / San Francisco
9 BP – Slideshare Portugal
9 BP – Slideshare Portugal
10 BP – Booking Visit Scotland - Integration Trip advisor
10 BP – Booking Visit Scotland - Integration Trip advisor
11 BP – Obermutten - http://www.facebook.com/obermutten
Next steps
Next steps

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Promoción on line mejore su competitividad a través de su página web

  • 1. E-Marketing tourism destination 1 BEST PRACTICES CBI September 2012 ::Onno Roukens
  • 2. Onno Roukens, CBI consultant, E-marketing - Market Information • Working experience > 20 developing countries • Last year 150 tourism companies, trained and consultancy including specific WP template ( www.travel.globallycool.nl) • Assessment ColombiaTravel
  • 3. Internet and Tourism “Latest international research shows that more than 80% of travellers use the “net” extensively to plan and organize their trip.” (Source: Australian Tourism Data Warehouse)
  • 4. Agenda 0. Introduction 1. Goal today 2. Internet strategy 3. Best practices 4. Next steps
  • 5. 1 Goal today Draft: • Action plan E-marketing destination plan • Content goal matrix Centre for the Promotion of Imports from developing countries
  • 6. 1 Goal today Draft: • E-marketing destination plan • Content goal matrix Centre for the Promotion of Imports from developing countries
  • 7. 1 Goal today Draft: • E-marketing destination plan • Content goal matrix Centre for the Promotion of Imports from developing countries
  • 8. 1 Goal today Draft: E-marketing destination plan Content goal matrix Centre for the Promotion of Imports from developing countries
  • 9. 2 Internet strategy Do you apply an internet strategy or are you …. ” …having a website…..”
  • 10. 2 Internet strategy: Key success factors Customer Master focus Unique Of Value Communication Proposition Objectives Usability Defined Goals Target compliant Groups Visibility Proactive Marketing Findability Engagement
  • 12. 3.1 Homepage Australia.com Homepage • Convince in 8 seconds • Call to actions • Food for thought: Mega Menu • Unique Value Proposition • Film / Images: the best / goal • App • User generated photos … • Focused on key customers •…
  • 16. Graphics images and multimedia “Nine out of ten online travel buyers say online video influence their travel purchases”
  • 17. Key trend: mobile / tablets
  • 19. “33% of leisure travellers changed their hotels based on what they read on blogs or other travel related community sites” (Forrester Research)
  • 22. 2 Best Practice: Overview pages – Visit Scotland
  • 23. 3 Best Practice –- Fat Footer / Social media - VisitScotland
  • 24. 3 Best Practice –– Customized newsletter - VisitScotland
  • 25. 4 BP Web Writing How do people read on the Internet?
  • 26. 4 …P – Web Writing Content
  • 27. 5 BP – Sales Process / Key clients – Visit Copenhagen
  • 28. 5 BP – Key Clients Offer travel Agents - VisitCopenhagen Checlk also: http://www.newzealand.com/travel/trade/trade-homepage.cfm
  • 29. 5 BP – Key Clients Offer New Zealand Checlk also: http://www.newzealand.com/travel/trade/trade-homepage.cfm
  • 30. 5 BP – Guides - VisitCopenhagen
  • 31. 5 BP – My Guide - VisitCopenhagen
  • 32. 6 BP – Combined booking / Key Clients / San Francisco
  • 33. 7 BP – Focus on Key Clients / San Francisco
  • 34. 8 BP – Youtube / San Francisco
  • 35. 9 BP – Slideshare Portugal
  • 36. 9 BP – Slideshare Portugal
  • 37. 10 BP – Booking Visit Scotland - Integration Trip advisor
  • 38. 10 BP – Booking Visit Scotland - Integration Trip advisor
  • 39. 11 BP – Obermutten - http://www.facebook.com/obermutten