vacation rentals: how to attract business travelers online?

Vacation Rental Owners :How can you integrate the new e-tourism trends

into your online strategy?

E-tourism Webinar - Thursday, June 23rd 2016 - 5pm

I - Stay informed

2 - Define your strategy

3 - Use the right tools

Introduction

"Tourism is certainly the area that was mostshaken by the development of digital tools,practices and content ... and it is not over."

- Digital Effervescence, March 15th 2016 -9 persons out of 10

use digital tools

to prepare their trip

1

Report DGE 2016 : Tourism Innovation


Keep yourself in the loop

2

625 000 nights per dayare booked through

Stay informed consulting

magazines, websitesor seminars about

the industry

Take part of yourregion network

(labels, certifications,associations, tourism

boards,..)

Participate in blogsand review

websitessuch as VRMA


I - Stay informed

2 - Define a strategy

3

Identify your targetmarket

AirBnB will workbetter for

apartments than,for example,Hostelworld

Adapt pricingmatching your

competitors, updatephotos and

descriptions,..

Ex: Doing specialpromotions for

kids during schoolbank holidays

Define the direction of your accommodation business

Match the agencies youuse to the type ofbusiness you have

Continuos updates onyour online

advertisement

Dynamic packagesAgoda for the Asiatic market



4

Case study 1: Lofts Spain


AirBnB brings a 27% ofbookings and

Booking.com a 65%Booking.com

AirBnB

Direct bookings

Identify your target market using a statistic tools


5

What are the motivators to go on vacation ?

"In search of a new

experience"

See the complete research : "Digital holidays : Uses and habitudes connected to vacation !", NetBooster & TravelId, 2013.


In search of a new experience (19%)

Relax (17%)

Do sport (16%)Discover new places (15%)

Health issues (7%)

Cultural reasons (10%)

Visiting family (6%)

Go on adventure (10%)

Define a distribution strategy adapted to your core target

6E-tourism Webinar - Thursday, June 23rd 2016 - 5pm


Case study 2: Mauritius islands and Spain

Customers' nationality: French Motivator: business travel MagicEvent

Customers' nationality: Spanish Motivator: leisure / young people Hostelworld


Most common Issues

Choose a dynamic rate plan

7

Increase theoccupancy rate

simple plan

Attract differenttypes of tourists

Differentiate yourselffrom competitors

differentiated plan plan by length of stay


plan for extra customer




Add subheading

Rate plan example Mauritius Islands

Promotional longstay rate plans for

apartments

Use specialpackages in high

season




Add a special offer justfor your directbookings !

Facebook and website

100% commission free

Own identity 24/7


In summary, stay "connected" to your clients

Become knownand promote

Retain customersSuggest an

appealing offerManage yourcustomer data

10

packages,extras, special offers

distribution channels and communication

Keep the relation"word of mouth"

adapted tools for "big data"



The digital shift: accessibility of online accommodation

ergonomic website

multilingual

accessibility 24/7 online payment

multichannel

11

By 2018,35% of online bookings

will be managed via a smartphone.


Define a distribution strategy adapted to your core target

OTAs

StatisticsDatabase

Tourism structure

Innovation

Future clients

Channelmanager

Bookingengine

Who are your future clients ?

Comparators




Retain customers


72% of phone bookings arepreceded by an Internet

search

Travellers start their onlineresearch before deciding

where and how they will travel

78%

Subscribe your property in social networks

Subscribe your property in social networks


14

The "hyperconnected" travellers...

... And listening to other users

French

people use Internet on

vacation ?

90% consult reviews and findthem useful ( 75 % question theirreliability though).

50% of e-tourists haschecked social networks toprepare their trips.

Inspiration Commitment Sharing


Conclusions, future orientations and questions...


From tourism to e-tourism.. to m-tourism

Collaborative economy...and economic autonomy?

What is your opinion?

Thank you!

vacation rentals: how to attract business travelers online?

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