online travel 2

8/3/2019 Online Travel 2

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Online TravelTravel Planning, Digital in Travel, Essential Principles forTravel Websites

Kamil Mehmet ZKANwww.kamilmehmetozkan.com

@kamilozkanWednesday, December 28, 11
http://www.kamilmehmetozkan.com/http://www.kamilmehmetozkan.com/


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Travel Planning

Top ten factors - What mostly prompted your decision tochoose this destination?(Provisional 2011 data - 15,000+ international tourists from 30+markets and visiting a destination for the first time):

1. Friends or relatives recommendation: 38%2. World renowned must-see destination: 32%3. Information on the web: 22%4. Cheap deal / special offer: 15%5. Geographically close destination: 14%

6. Travel agency recommendation: 8%7. Article in a magazine / newspaper: 6%8. Movie realized in the country: 5%9. Appealing advertising on it: 5%10. Heard about in the TV news: 2%

Wednesday, December 28, 11


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Travel Planning

A massive 60% of travel industry marketing

gurus still ranksearchas the number 1 way to drivetraffic, according to stats from EyeForTravel's "TravelDistribution & Marketing Barometer" report.

Globally,organic search is the most influential

marketing channel for online travel marketing followed bypaid search, then good old email marketing, socialmedia, meta search and lastly mobile marketing



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Travel Planning

Nate Bucholz ofGoogle told that 69% ofbusinesses (compared to 63% of

consumers)plan travel bysearching theinternet, visiting an average of22 sites beforedeciding on a destination.Meanwhile, mobile travelbookings accounted for 15% of all reservationsin 2010, up 69% from 2009, when around ninepercent used the medium, according to Corporate &Incentive Travel. (Travelmole, February 2011)

http://www.travelmole.com/http://www.travelmole.com/http://www.travelmole.com/http://www.travelmole.com/


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Destination Marketing

OrganizationsMany recent studies told us destination marketing organizations (DMOs)

are facing intriguing challenges to provide quality information

onlinein an era ofinformation overload. Insufficientknowledge of tourist's online information preferences andsearch behaviour has hindered them from effective

information management. A local or regional DMO website shouldhelp to promote not only the destination as a whole, but also

hotels, tourist attractions, restaurants, theatre,sports, activities in the destination itself. Followingthe latest developments on the field,it's hard to ignore the fact that DMOsneed to go where the consumer is, instead of convincing theconsumer to come to them. (About Tourism)

http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://livepage.apple.com/http://aboutourism.wordpress.com/2010/02/01/5-basic-principles-25-best-practices-for-dmo-websites/http://aboutourism.wordpress.com/2010/02/01/5-basic-principles-25-best-practices-for-dmo-websites/


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5 Basic Principles forTravelWebsites1. Look Good (=Nice & Simple)

A visually appealing website is a site that is easy to read, easy to navigate,follow some basic design standards, and think about the usability andaccessibility of the design.



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5 Basic Principles forTravelWebsites2. Content (was) is (and will be) the King!:

The content on your site is your vehicle to present your message and portray

your brand. Qualitative & diverse information, trip planning tools, attractivevisual material including video & photo sharing applications, multilingualcontent, B2B & Press sections and efficient SEO saturation/meta-tags are all"must" elements of a successful DMO website.



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5 Basic Principles forTravelWebsites3. Engage Your Audience!

Identify your visitors social activities &

build an on-linecommunity to spread the word about yourdestinations competitive advantage & USPs.

- 57% of DMO website users read travel written

reviews- 32% of DMO site users post ratings and reviews- 43% of users visit travel-related forums



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5 Basic Principles forTravelWebsites4. Don't Forget SEO:

In search engine marketing, travel business is a well known

category which is vast with a big competition inonline marketing.From bookings of flights to hotel

reservations, it is estimated that 70% of all flights arebooked online through websites.



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5 Basic Principles forTravelWebsites5. Convert!:

Conversion strategies are the plans needed to convert alooker into a buyer! Use of Social Media andyour SEO strategy should all be part of your

overall on-line marketing strategy.

Without one, the typical conversion rate for awebsite is about 2% of visitors. This is not onlyabout selling hotels, tickets to cultural events,

tourist attractions, museums, sport activities etc

but to sell your own products as well (city pass, walking

tours, souvenirs etc).Wednesday, December 28, 11


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Travel PlanningType of website used by online business and leisure travellersworldwide to research their last trip, 2010: Travelport report "TheWell Connected Traveller - the changing face of today's travel

consumers"

BUSINESS TREVELLERSLEISURE

TRAVELLERS

Search engine %59 %66Airline website %40 %40Hotel website %36 %36Websites of the destination %32 %40

Travel websites %29 %31Online travel agency %26 %25Website of a high street travel agent %16 %15Car rental website %14 %11Social networking website %11

%10Wednesday, December 28, 11


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Digital in TravelAsurvey conducted by travel social network WAYN for the World Travel & Tourism Councilshows an interesting picture of use of digital in travel. The study, carried outin conjunctionwith Frommer's Budget Travel magazine, asked nearly 3,580 people (780 US, 2800 non-US) arange of questions about how they plan, book and use technology with travel.

Which of the following do you use most frequentlywhen travelling?

- Mobile maps: 56% (US) and 63% (non-US)- Social networks: 38% (US) and 64% (non-US)- Virtual/3D tourism: 30% (US) and 27% (non-US)- Blogs: 32% (US) and 22% (non-US)- Podcasts: 9% (US) and 7% (non-US)- Virtual worlds: 0% (US) and 10% (non-US)- RSS feeds:7% (US) and 11% (non-US)

http://www.budgettravel.com/http://www.budgettravel.com/http://www.wttc.org/http://www.wttc.org/http://www.wayn.com/http://www.wayn.com/


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Digital in Travel

When planning a trip, how many websites do youusually visit?- 1: 1% (US) and 5% (non-US)- 2-5: 34% (US) and 48% (non-US)- 6-10: 35% (US) and 27% (non-US)- 11-15: 10% (US) and 7% (non-US)- 16-20: 4% (US) and 3% (non-US)- 20+: 16% (US) and 10% (non-US)Which of these services would you try with atrusted provider?- Booking via mobile: 53% (US) and 76% (non-US)- Paying for in-flight web: 37% (US) and 43% (non-US)- Barcode check-in: 66% (US) and 43% (non-US)



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Digital in Travel

Which of the following do you use when travellingoverseas?- Onboard wifi: 11% (US) and 31% (non-US)- Twitter: 3% (US) and 17% (non-US)- Facebook: 21% (US) and 63% (non-US)- Phone booking: 3% (US) and 16% (non-US)- Metasearch engines: 41% (US) and 8% (non-US)- Digital guides:12% (US) and 24% (non-US)- Location GPS apps: 12% (US) and 25% (non-US)- Read/update blogs: 28% (US) and 22% (non-US)One of the interesting elements of the survey is that the US respondents came from the Budget Travelaudience, whereas the non-US were all WAYN members, perhaps signifying the differences in adoption onthe social-type questions. (tnooz.com, August 2010)

http://www.tnooz.com/2010/08/12/news/survey-how-travellers-use-technology-to-search-book-and-play-when-away/http://www.tnooz.com/2010/08/12/news/survey-how-travellers-use-technology-to-search-book-and-play-when-away/http://www.tnooz.com/2010/08/12/news/survey-how-travellers-use-technology-to-search-book-and-play-when-away/


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Sources

www.tnooz.com

aboutourism.wordpress.com www.travelport.com

www.newmediatrendwatch.com

www.eyefortravel.com

http://www.newmediatrendwatch.com/http://www.travelport.com/http://aboutourism.wordpress.com/http://www.eyefortravel.com/http://www.eyefortravel.com/http://www.newmediatrendwatch.com/http://www.newmediatrendwatch.com/http://www.travelport.com/http://www.travelport.com/http://aboutourism.wordpress.com/http://aboutourism.wordpress.com/http://www.tnooz.com/http://www.tnooz.com/


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Thanks.

Kamil Mehmet ZKANwww.kamilmehmetozkan.com

@kamilozkan
http://www.kamilmehmetozkan.com/http://www.kamilmehmetozkan.com/

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