This document provides best practices for e-marketing tourism destinations on the internet. It discusses that over 80% of travelers use the internet to plan trips. The goal is to draft an e-marketing destination plan and content goal matrix. It outlines key aspects of an internet strategy including customer focus, unique value propositions, and defined target groups. Best practices covered include using engaging content like video and images on homepages, overview pages, and newsletters. Integrating booking tools, social media, and user generated content are also discussed. The next steps are to apply these practices to create an e-marketing plan.
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
•…