Effective travel marketing depends on understanding your customer's journey, how she or he browses, finds, shops and buys travel on the social, local, mobile web. This presentation looks at the key trends shaping your customer's decision process and how you can use those trends to grow your brand and your business.
29. June, 2011: “The Special Rapporteur [of the
United Nations] considers cutting off users
from internet access, regardless of the
justification provided... to be... a violation of
article 19, paragraph 3, of the International
Covenant on Civil and Political Rights.
30. “The web is like
electricity. It’s just there.”
Eric Schmidt
31.
32.
33. • 44% of all cell users
• 40% of those 35-44
• 50% of smartphone users
• 60% of those 18-34
54. 0%
10%
20%
30%
40%
50%
60%
70%
1-2
3-4
5-6
7-8
8+
Leisure Traveler
Business Traveler
Source: IBM Institute for Business Value Analysis September 2010
Hours spent shopping/booking travel
64. 0%
10%
20%
30%
40%
50%
60%
70%
Strongly Agree
Agree
Disagree
Strongly Disagree
Respondents
Source: Amadeus/Fast Future Hotels 2020 Report (March 2011)
Hotel guests expect stay to be personalized around set
of choices made at the time of booking/prior to arrival
65. Next 5-10 years
86% agreed that by 2020,
personalization will have been
embraced wholeheartedly by
the sector and that ‘customers
will have the ability to choose
the size of room, type of bed,
amenities, audio-visual
facilities, business equipment,
etc. on booking and pay
accordingly.’ – Amadeus/Fast Future
81. Questions to start with…
• Which distribution channels produce greatest/least
profitability?
• How does your website compare to best-in-class for
content, social, local, mobile?
• What do your customers think works? Doesn’t?
• How can you build customer data? Leverage partner
data?
82.
83. 3 key trends• Internet, Everywhere
– Reach the customer in their context
• Deep customer insights
– Own the data, own the customer
• It’s all e-commerce
– Content + context = conversions