developing a social strategy for the group travel industry
DESCRIPTION
This session has the objective to better understand the perspective of group travel distribution in the social web ecosystem. How to adapt to this new reality? We will try to better understand this ecosystem by looking at opportunities to drive qualified trafic in search engines and social networks for travel distributors. Effective business models and how to optimize online offer description will also be discussed.TRANSCRIPT
Jean-François Renaud, PartnerKarine Miron, Internet Strategist - Tourism
Developing a Social Strategy for the Group Travel Industry
« We are obsessed about conversions » - Adviso
• We are a team of almost 30 specialists providing Internet strategy and marketing services
• We count more than 100 organizations as our clients
• We are the most Google-certified company in Eastern Canada
A Strong Experience in Tourism
Presentation Syllabus
• Introduction to Web 2.0• Trends for travel and tourism online distribution• How to optimize your offer for Web• How to take advantage of the New Revenue Models• Case Studies
INTRODUCTION TOWEB 2.0
Social Network Services
• The migration from a closed operating system to an open social network platform.
• The necessity of a virtual presence to claim your physical presence.
Canadians and Social Networks
• 80% of Canadians have visited a social network service this year, 63% have read a blog
• Canadians are the most active social networkers
Canadians and Social Networks
• 52% of Canadians visit Facebook almost daily
• # of users
– Canada: 15 354 880
– Quebec: 2 918 220
– Montreal: 2 104 580
Social Networks
• Beyond Facebook, thousand of networks encourage chatting and content sharing
Social Network Users
1% create spaces, groups and discussions
10% add, modify or participate actively
100 % enjoy content
The Most Important Slide
• Do not skip steps
1. Formal Content
Offer
2. Social Content
3. Social Strategy
The Second Most Important Slide
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TRENDS FOR TRAVEL AND TOURISM ONLINE
DISTRIBUTION
Major Online Players• OTA/OTO
– Expedia (Trip Advisor, etc.)– Travelocity– PriceLine– Orbitz
• Travel MetaSearch Engine– Kayak– Bing Travel– Etc.
• Other Players– HotWire
Today’s Competitive Landscape
• Google’s Acquisition of ITA Software...so what’s next?
• Google Shopping: Online Shopping Comparison Engine
• Don’t be evil? What about Google’s policy on tourism?
• Bing also has shopping engine
Emerging Players
• Desintermediation (++ competition on Google)– TO, travel agencies, Review sites
(Affiliates), consolidators : everybody wants to be found by consumer
• Reintermediation– Newcomers are playing new roles :
inspiring (Wanderfly), comparing (Kayak), Group Travel Planning (Groople…)
Search Ecosystem is Changing
Traveler Online Search Behaviours
• The Top 4 Online Travel Resources:– Search Engine: 72%– Online Booking Sites: 58%– Consumer Testimonial Sites: 26%– Travel Information Sites: 19%
Traveler Online Search Behaviours
• Leading Travel Websites:
– Expedia: 42%– Travelocity: 41%– Orbitz: 31%– Hotel brand Websites:
30%– Airline Brand Website:
28%– Hotel.com: 21% – Priceline.com: 18%– Yahoo! Travel: 16%
HOW TO OPTIMIZE YOUR OFFER
Rule number 1: Don’t try to be everything for everyone
Rule number 2: If your content is not indexed, you don’t exist to search engine AND users
• Link Building Strategy: More effective!
Rule number 3: Be listed and linked online
Rule number 4: Create Optimized Landing Pages that you can use again for different campaigns
• Clear Call to action
Rule Number 5: Tell the Story and Humanize
Rule number 6: Connect with your customers and
encourage testimonials and storytelling
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Rule number 7: Make your offer data open and
available
HOW TO TAKE ADVANTAGE OF NEW REVENUE MODELS
Aggregators
Affiliation
DRIVE QUALIFIED
TRAFFIC TO YOUR WEBSITE
1. Pay per Click Ads
2. Search Engine Optimization
Organic Traffic (SEO) versus PPC
1. How do you rank for your main keyword ?
2. Make sure Google can browse your site
3. Optimize your TITLE tags !4. Ask links to your natural
partners5. Describe your offer in
WORDS
Crash Course 101 : Boost your SEO
Travel Search Trends • Agence de voyage: agence voyage (40 500)
• Appellation voyage: Voyage (550 000)
• Destinations: Voyage a quebec (18 100), Voyage Cuba (8100), Voyage Mexique (2900), voyage montreal (14800)
• Types de voyage: Voyage organisé (9900), voyage groupe (3600)
• Forfait: Forfait voyage (6600)
• Incitatif: Voyage a rabais (165 000)
• Information: Récit voyage (720), guide voyage (2900)
Who is first on travel agency
Who bided to be first on travel agency
Take a look at your competitors
Pay-per-click (PPC) Advantages
Targeted• Country,
province, city• Only
interested visitors
Measurable• Cost per click
and per converion
• Ideal to collect data
Control• Keywords• Ads• Landing
pages
Speed• Real time
posting
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Pay-per-click Workflow
1. Ads appear following relevant
searches
2. Users click your ads
3. Users discover product offer
Vertical Search
Local Search
LISTEN AND TAKE ADVANTAGE OF SOCIAL NETWORKS
Tip number 1: Inspire and connect with your customers
on social networks on your own website
Tip number 2: Increase Loyalty and Create New Travel
Opportunities with Existing Customers
Interest Community Group Travel Community
Tip number 3: Be part of Niche Communities related to your
offer and customers
Tip number 4: Engage with Real Travelers/Bloggers
Tip number 5: Monitor to be aware of your online reputation
AND react
Subscribe to our contest !
Just give us your business card to win a one-day, 500$ value Google Analytics training in Montreal or Quebec
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Let’s Keep In Touch!• Jean-François
Renaud, Partner
• Karine Miron,Internet Strategist - Tourism
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10 avril 2023 www.adviso.ca
Jean-François Renaud, PartnerKarine Miron, Internet Strategist - Tourism
Thank You!