failte ireland hotel online marketing presentation

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Failte Ireland Online Marketing 2009 Overview Failte Ireland’s online focus 2009 TCS Strategy 2009-2011 SME eBusiness initiative Business Tourism Update

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Failte Ireland Hotel Website Marketing Presenation

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Page 1: Failte Ireland Hotel Online Marketing Presentation

Failte IrelandOnline Marketing 2009 Overview

• Failte Ireland’s online focus 2009• TCS Strategy 2009-2011• SME eBusiness initiative• Business Tourism Update

Page 2: Failte Ireland Hotel Online Marketing Presentation

Failte Ireland’s online focus 2009

• Failte Ireland’s role: to facilitate the success of the industry – Product development and marketing– Enterprise and skills dev– Regional Dev– Visitor Servicing

• Expand and exploit our online presence

• Website Content excellence using our information data warehouse, TCS

• Industry Empowerment. Increase eBusiness skills, competence and knowledge

• Drive customer oriented solutions via business development plan for Business Tourism: irelandinspires.com

Page 2

Page 3: Failte Ireland Hotel Online Marketing Presentation

Business Supports• Failteireland.ie• Performance plus• Learning Networks• Web-check Supports• Tourismawareness.ie• Optimus.ie• Tourismlearning

networks.ie

Failte Irelands’s Online Presence

Domestic Consumer Marketing

• Discoverireland.ie• Destination sites• Campaign sites• Tourism Content

System (TCS)

Business Tourism

• Irelandinspires.com• Online marketing

activity• SEM and SEO• CRM

Page 4: Failte Ireland Hotel Online Marketing Presentation

Discoverireland.ie• Received 2.89 million visits in 2008

• Top 5 most popular pages – Accommodation– Discoverireland.ie/southwest– Discoverireland.ie/west– Activities– Special Offers

• Currently undergoing redesign to align with Destination and Product marketing strategies – Phase 1 launch March 2009– Phase 2 launch June 2009

• Both phases: content quality improvement plan and distribution increase of TCS content

• Recent updates for preferred booking engine nomination

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Page 5: Failte Ireland Hotel Online Marketing Presentation
Page 6: Failte Ireland Hotel Online Marketing Presentation

Other consumer marketing initiatives

• Special Offers; update of current content in TCS for distribution on discover Ireland family of sites

• Launch Special Offers campaign site to coincide with Irish Independent lift out in March 2009. Contact [email protected]

• Discoverireland.ie/selfcatering

• Promotion of niche marketing products such as Equestrian

• eBusiness Golf forum: to create an all-Ireland online golf tourism eBusiness solution

• Implementation of Tourism Content System strategy

Page 6

Page 7: Failte Ireland Hotel Online Marketing Presentation

TCS Strategy 2009-2011

Tourism Content System Overview• A data warehouse of Irish tourism

information www.tcs.ireland.ie

• 26,000 tourist items categorised as;– Accommodation– Attractions– Activities– Festivals and Events– Transport

• October 2008: review of the current state of the TCS.

• Failte Ireland created a 3 year plan to improve on the current content and improve its quality and distribution.

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Page 8: Failte Ireland Hotel Online Marketing Presentation

TCS Vision 2009-2011

Page 8

TCS is the Destination Management System for Irish Tourism, and is recognised as the premier information source for Irish tourism information.

TCS manages the broadest catalogue of quality Irish tourism information derived from and syndicated to multiple distribution channels

TCS provides a highly-available, robust and consistent framework for managing and exchanging high-quality multimedia tourism content.

Page 9: Failte Ireland Hotel Online Marketing Presentation

TCS Strategy 2009-2011

• TCS strategy is a priority for us to ensure that our Irish Tourism content is current, accurate, engaging and reaches a wide audience.

• The effective management of knowledge, information and technology is essential to ensure the effective development and delivery of tourism services.

Page 9

Translates to;

• Check the content quality and currency; need industry involvement

• Increase distribution of content via content syndication

• Use current web 2.0 technologies to engage consumer

Page 10: Failte Ireland Hotel Online Marketing Presentation

eBusiness Supports in online environment

What is it?• The e-Business Support Initiative

is a 3 year project running since June 2008

• Its designed to enable tourism business operators to identify their web development needs and provide them with direct support, on-site assistance and training.

• The e-Business support is provided in several stages, undertaken on behalf of Failte Ireland by a team of independent IT consultants (Service Providers):

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Page 11: Failte Ireland Hotel Online Marketing Presentation

Business Supports in online environment

How it works:• WEB-CHECK

– critique of the existing website by phone– on-site consultation – highlighting an action plan of further developmental measures for

consideration. • WEB-BUILD

– mentoring and specialist on-site support, – contribution towards cost of implementation

• WEB-START– for SME’s who do not possess a website– web specification template

• WEB-SKILLS – techniques to optimise on-line sales, – e-Business workshops and national e-Symposiums highlighting cutting

edge innovations in e-Business geared towards the Tourism sector. – 10 workshops held during 2008, 178 delegates attended, 30

workshops scheduled for 2009, plus 4 e-Symposiums.

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Page 12: Failte Ireland Hotel Online Marketing Presentation

Business Supports in online environment

• 6 topics addressed during 2009 workshops;– Online selling– Google Tools– Writing for the Web– The Internet – risks and hazards– SEO– Web Design & Development

• e-Symposium March 19th Crowne Plaza Dublin– Making The Most Of Your Online Investment

Fergal O’ Byrne, CEO, Irish Internet Association. – How to market your business to online customers

Gareth Dunlop, Managing Director of Tibus Ltd. – How to maximise your profile in Google

Anthony Quigley, Managing Director of Online-Marketing

• More Info:www.iia.ie/[email protected]

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Page 13: Failte Ireland Hotel Online Marketing Presentation

• Fáilte Ireland’s Business Tourism website.• Represents Ireland Inc. internationally• In addition to the main dot com site there are French and

German versions plus ten localised market landing pages.

Business Tourism: Irelandinspires.com

Page 14: Failte Ireland Hotel Online Marketing Presentation

Target Audience:• International Conference Organisers • Overseas Incentive Houses• Corporate event organisers• International PR agencies• Overseas business travel media• Corporate PA’s.

Markets:• France, Germany, UK, USA, Canada, Italy, Spain, Belgium,

Luxembourg, Australia, Russia, South Africa and the Nordics. • Irish based academics with a view to bid for their international

conferences to be held in Ireland i.e. Conference Ambassadors. • Irish trade including

– Hotel and non accommodation venues, – Destination Management Companies (DMCs),

Professional Conference Organisers (PCOs), Universities,

– Corporate Team Building activity organisations.

Business Tourism: Irelandinspires.com

Page 15: Failte Ireland Hotel Online Marketing Presentation

Online Marketing Plan objectives• Position Ireland as a leading destination for conference,

corporate meeting and incentive travel plus promoting venue and organiser finding capability.

• To offer media and trade support via online resources such as sample presentations, image galleries, downloadable maps and the Ireland Inc. brand including logos and artwork.

• Allows conversion measurement of both online and offline marketing campaigns thus supporting future planning and return on investment

Business Tourism: Irelandinspires.com

No of Visits 2008: 70,545*

No of Visitors: 63,669

International Visitors: 76%

Page 16: Failte Ireland Hotel Online Marketing Presentation

Summary

Key messages from this presentation;

• Check out your listing on www.discoverireland.ie

• Send updates to [email protected]

• Review your Special Offers as they appear on discoverireland.ie

• Remember Web Check eSymposium March 19th