online opportunities for the travel and tourism industry - PowerPoint by salazarcannon

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									online opportunities for the travel and tourism industry
www.otti.co.za

Why the Internet
• Who is coming to SA?
Number Inbound Tourists (SAT figures) 2007
160000 140000 120000 100000 80000 60000 40000 20000 0 Jan Feb March April May Germany UK Europe North America

What are these markets doing
• US (corporate and leisure) • EU: UK (34%), Germany (20%) • EU Air (56%), Packages (16%), hotels (16%) Car rental (4%) • in UK 65% purchased travel through an Internet travel agency (SAT Brand Tracking 2007) • In SA approx 4 million internet users in 2007, 89% using the internet to search
Online Travel Sales
150

US$ Bn

100 50 0 2007 2008 2010

US Online Sales (US $ in billions) Forrester EU US$ in Billions) CRT research Linear (US Online Sales (US $ in billions) Forrester) Linear (EU US$ in Billions) CRT research)

The opportunity is always bigger than imagined

Having an online strategy
• Gives a global audience 24/7 • Allows companies to connect directly with their customers • Immediacy • Reduce costs of distribution and transaction • Provides a wealth of information

The two wings of an effective online strategy
1. A website that works efficiently, effectively and satisfactorily for the user: Usability 2. Help people find the website: eMarketing
But you need a fully connected strategy, not something tacked on to an existing marketing strategy

How usable are SA T&T websites?
• A user-centred approach: Scenario of use by a important prototypical user • That defines the important elements of a website • The Research: 100 SA travel and tourism provider websites to determine the ability of SA websites to service a online travel booker
– – – – – Accommodation (35) Airlines (9) Car Rental (10) Game Experience (17) Tour Operators (29)

Metrics Roadmap
Information Search Comparison Act Post-Act behaviour

Scenario

Locating the website

CONTENT
•Website & webpage navigability •Content flexibility
Navigational Aids Content Aids

CONNECTION

DYNAMIC FUNCTIONALITY
•Personalisation •Customisation •Transaction Functional/Support Content

COMMUNITY

COMMUNICATION

EMAIL

“Product/Services” Layer

Processes Layer

SITE-WIDE METRICS

Technology Layer

TECHNICAL QUALITY

Content
• Content: Accessing Important information, includes measures of website and webpage navigability • Usability measures: a clearly indicated products/services section, marketing mix elements, a unique value proposition, customer support, FAQ, content flexibility, language and currency choice…

Functionality
• Functionality: Measures
site / user interactivity, includes

• Elements of functionality:
customisation (tailoring by the user), personalisation (tailoring by the company) and transactional functionality, supporting content

Communication
• Communication: Measures how useful the website is at providing comprehensive contact details and other means of keeping ongoing communication with actual and prospective customers. • Elements of communication: contact person, telephone, fax, email, physical address, map, newsletter, call back facility…

Connection
• Connection: The degree to which the website
links to other important off-site resources
• Elements of connection: links to external resources, historical, cultural and other events, places to go etc; help numbers and contacts, alliances or preferred partners

Community
• Community: Measures facilities for building virtual communities • Elements: guest book, blog, forum, anything…

Overall trends

Maturity of SA T&T websites

the other half of the battle: eMarketing
Having a good website is one thing getting people to it is another Tools are available:

Search Engine Optimisation (SEO)
• SEO of your website: is the process of improving the
volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results.

• Tools for improving the indexing of your website include:
– – – – – Keywords SEO friendly text meta tags, page titles, headers inbound link strategy etc

Paid Placements
• Entails paying for (non-organic) listings in primarily search engines (but also other websites and advertising networks. • There are a variety of costing models but usually it is a pay-per-click (PPC) model: where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website. • Advertisers bid on keywords they believe their target market would type in the search bar when they are looking for a product or service.

Online Advertising
• Entails paying for an advert placed on a page of a website of with high traffic or high quality viewers • Adverts can be: banners, skyscrapers, buttons, pop-ups,….

Affiliate Marketing
• A method of promoting web businesses in which an affiliate (publisher) is rewarded for every visitor, subscriber, customer, and/or sale referred from the publisher’s website

Email Marketing
• Communicating and marketing to an “optin” (as apposed to spam) subscriber base via emails • It is extremely cost effective • can be targeted and customised, and is completely measurable.

Viral Marketing
• takes the form of funny video clips, interactive Flash games, advergames, images, or even text messages. • Which are encouraged to be passed on others within a social network

Web PR
• a method of spreading and listening to messages about your service or product across the internet. • It focuses on distributing press releases and articles about your brand • as well as gathering information about what people are saying about your brand across the internet.


								
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