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

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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
                                                                Germany
   100000
                                                                UK
   80000
                                                                Europe
   60000
                                                                North America
   40000
   20000
       0
             Jan        Feb      March    April     May
  What are these markets doing
• US (corporate and leisure)
• EU: UK (34%), Germany
  (20%)                                                Online Travel Sales

• EU Air (56%), Packages
                                          150
  (16%), hotels (16%) Car




                                 US$ Bn
                                          100
  rental (4%)
• in UK 65% purchased travel              50

  through an Internet travel               0
  agency (SAT Brand Tracking                        2007              2008              2010

  2007)                                     US Online Sales (US $ in billions) Forrester
• In SA approx 4 million                    EU US$ in Billions) CRT research
  internet users in 2007, 89%               Linear (US Online Sales (US $ in billions) Forrester)
  using the internet to search              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
                             Comparison                  Act
                                                                       Post-Act                Scenario
       Search                                                         behaviour




  Locating
the website         CONTENT

                   •Website &                                                                  “Product/Services”
                   webpage
                   navigability                       COMMUNICATION                    EMAIL   Layer




                                                                           COMMUNITY
                   •Content
                   flexibility                           CONNECTION

                                             DYNAMIC
                    Navigational
                                          FUNCTIONALITY
                       Aids

                    Content Aids
                                          •Personalisation                                     Processes
                                          •Customisation
                                          •Transaction                                         Layer

                                           Functional/Support
                                                Content


                                   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 “opt-
  in” (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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