1-Introduction To E-Marketing in Tourism

Introduction to e-Marketing in
Tourism
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Topics
1. e-Marketing medias
2. Trends in online travel market size
3. e-Marketing Tools
4. Case Studies
1-2
Introduction to e-Marketing
Market Channels in Tourism
• Printed media
– Brochures
– Advertisements in magazines and
newspapers
• Travel Market Shows
• Billboards
• Electronic Medias
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e-Marketing Medias
• Digital TV
• Electronic billboards
• Internet
• Mobile devices
• PCD (personal communication device)
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e-Marketing in the Internet and in
Mobile devices
• Interactive communication with the
customer
• Information available 24 hours a day
• Diverse information (text, pictures, video,
panorama, voice etc.)
• Profiling
• Dynamic Packaging
• Booking request
• Online travel sales
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e-Marketing in the Internet and in
Mobile devices
• Internet services are mainly used for
planning the trip
– Services by geographic area or by theme
(water, fishing, nature etc.)
• Mobile services are useful during the trip
– Location based services for guiding the tourist
• Nearest restaurant
• Nearest accommodation
• Guiding to the service
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Online travel sales are increasing
• Online travel sales increased as much as
34% from 2004 to 2005 in the European
market
• Internet sales were 10.3% of the travel
market in 2005
• A future increase of about 25% during 2006
• Internet sales expected to be 12.6% of the
travel market in 2006
Source: Carl H. Marcussen, Center for Regional and Tourism Research,
www.crf.dk/trends
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Online Tourism Coverage
• North America online consumer travel sales
(eMarketer, 2007)
– USA - $94 billion (2007)
• Grow at 17% annual - $146 billion (2010)
• In 2007, 50% of US Internet Households book online travel =
41.3 million US households
– Canada: 2004 – 2006 more than doubled (6.5 billion
C$) - Double again in 2009 (PhoCusWright, 2007)
• UK – largest and most rapidly growing

categories in eCommerce;
– Travel search engine accelerate this process (Millman
& Martin, 2006)
– 80% consumers decide holiday destination by using
the Internet (Visit Britain, 2007)
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Policy Context in Tourism Industry
• ‘Open Skies’ Aviation Agreement
– EU & US (Washington, 30/04/2007)
• European programmes
– Air Canada – St. Johns to Heathrow;
Holiday House: to include new European
member of states; Canada – Ireland ‘open
skies’ agreement
– Competitive markets within Europe
– Cost + access
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Trends in overall online travel market size - Europe
1998 - 2006
Europe Internet Internet Interne
Market sales sales t sales
in % of increas
Year (billion E.) (billion E) market e%
1998 218 0,2 0.1% N.A.
1999 231 0,8 0.3% 256 %
2000 247 2,5 1.0% 213 %
2001 244 4,9 2.0% 97 %
2002 242 8,6 3.6% 75 %
2003 237 13,2 5.6% 53 %
2004 240 18,9 7.9% 43 %
2005 244 25,2 10.3% 34 %
2006 249 31,5 12.6% 25 %

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Source: Carl H. Marcussen,
Introduction Centre for Regional and
to e-Marketing
Tourism Research
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Internet sales in % of market
14,0 % 12,6 %
12,0 % 10,3 %
10,0 %
7,9 %
8,0 %
5,6 %
6,0 %
3,6 %
4,0 %
2,0 %
2,0 % 1,0 %
0,1 % 0,3 %
0,0 %
1998 1999 2000 2001 2002 2003 2004 2005 2006
Source: Carl H. Marcussen, Center for Regional and Tourism Research, www.crt.dk/trends, 26 April 2006
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How to select the right tools for e-Marketing?
• A large number of Web Pages available

in the Internet
• How can the customer find your service?
• Updating information to many different
Web Pages is expensive and time
consuming
• Expensive to have a market place in many
Web Pages
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New Tools for e-Marketing
• Store the marketing information to one
database
• Show the information in many Web Pages
• No need to update the information on
many Web Pages
• Save time and money
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”With one Shot to many Goals”
www.page2.com
www.page1.com
www.page1.com www.page4.com
www.page3.com
XML XML XML XML
XML
Database
Service
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Types of Internet advertising/marketing
• Banner ads: most popular, different sizes and
styles
• Pop-up ads: popular, another type is pop-
behind
• E-mail marketing: powerful, economical, legal
implications, spam
• Affiliate marketing: commission-based, benefit
of the selling site’s brand in exchange for the
referral
Regional Training Workshop for Enterprise Support Agencies to Promote E-business for
SMEs in the Greater Mekong Subregion (GMS), 26-28 June 2006, Bangkok
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Search Engine Positioning
• Potential customers find web sites in

many different ways
• Some site visitors will be referred by a
friend, others by affiliates, some will
see the site’s URL in a print
advertisement or on television
• Many site visitors will be directed to
the site by a search engine
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Search Engine Positioning (cont.)
• A search engine helps people find things on

the web
• A search engine has three major parts:
1. A spider, a crawler, or a robot
2. Index or database
3. Search utility
• Search engine positioning is also called:
• Search engine optimization
• Search engine placement
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Case: Sportum TravelNet
Tools for e-marketing, e-booking

and e-invoicing
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TravelNet
• Tools for e-Marketing

• Tools for booking, confirmation and
invoicing
• Communication channel
• Versatile reporting system
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Structure of the
TravelNet System
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TravelNet
• e-Marketplace
• COMPANY-application (for service

suppliers)
• AGENCY-application (for travel
agencies)
• BOOKING-application
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e-Market place
For travel services
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e-Market place
• A versatile description of the travel
service (text, images, video clips,
panorama)
• Includes tools for the customer to send
a booking request
• You can get the descriptions of the
travel services on your own and on
your selected partners Web Pages
(integration)
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e-Market place
www.page2.com
www.page1.com
www.page1.com www.page4.com
www.page3.com
XML XML XML XML
TravelNet
XML
Service
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COMPANY-application
Service suppliers
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COMPANY-application
• Tools for updating information on the e-
Market place
• Tools for focused marketing
• Communication channel to partners
• Event calendar
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AGENCY-application
Travel Agencies
Marketing Organizations
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AGENCY-application
• Tools for updating information of your

own and partners travel services
• Tools for focused marketing
• Communication channel to your
partners
• Event calendar
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Booking System
Travel Agencies
Services Suppliers
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BOOKING-application
• Booking management
• Invoicing system
– by e-mail
– e-Invoicing
• CRM system
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Booking
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Tools for the e-Marketing and e-Sale
Chain
• Developing project 16.9.2005 –
31.12.2007
• Tools for the partners in e-Marketing and
e-Sale Chain
– To offer the services to the partners
– A limited right to update the services
– To add information to the packages
– To show the modified packages in company
Web Pages
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Tools for the e-Marketing and e-Sale
Chain
• The tools will inform all partners in the
chain about the sale
• The tools will count all commissions
according to the agreements between
partners
• Tools for invoicing between the partners
• Versatile reporting system
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Tools for e-Marketing chain
Incoming Tour Travel

Agency Operator Agency
TravelNet
www.agency.com
Service Service
Supplier Customer
1-40
Tools for the e-Sale Chain
Incoming Tour Travel

Agency Operator Agency
TravelNet
www.agency.com
Service Service
Supplier Customer
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”Internet is becoming
a synonym for
success in the Travel
Industry”
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Some Case Studies of Travel & Tourism
Organisations using e-brochures as part of an
integrated campaign
25th January 2008

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Tourism Ireland Case Study
Tourism Ireland ‘Market e-Books’
TI is amongst the first destination marketing organisation to make full use of e-brochure
technology.
Printed materials are still one of the key marketing tools employed by TI. They produce
all-island ‘Market Books’ which act as the main fulfilment piece for all enquiries,
advertising responses and for distribution at trade and consumer promotions.
The TI ‘Market Books’ are published in

10 languages across 13 markets.
25th January 2008

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The objective of this project was to convert ‘Market Books’ into digital e-brochures.
Although based on a single template, each is tailored towards the demands of the market
in which it was published including carrying different advertisements.
The digital format also offers a platform for trade & industry partners by enabling
Consumers to link directly through to accommodation and other product providers.
TI have numerous other printed brochures based on drivers such as Sport and Leisure
Activities and have a commitment to produce all publications into digital format.
The next one due is their touring guide called Rainbow Routes and will have
the facility to allow the user to produce their own, customised Itineraries instantly.
25th January 2008

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25th January 2008

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25th January 2008

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Barbados Tourism Authority Case Study
BTA e-brochure
Contact centre receives 100k+ brochure requests per year
BTA sought a more focused, cost efficient way to bring product to market
e-brochure contains key consumer messages on Barbados as a holiday destination
The e-brochure also has an indexed accommodation chapter. This prime space was
offered to hoteliers and helped the BTA fund their e-strategy – e.g.£50-100 per partner
went a long way at 50+ partners!
25th January 2008

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First Choice Case Study
First Choice e-brochure
e-brochure on CD-rom
Distributed to coincide with tv advertising sponsorship
Had over 100 pages and 800 deep links for 3-click booking process
220k CDs inserted into Mail on Sunday in Carlton Area
30k sent DM to targeted customers on First Choice database
High conversions on those who clicked deep links
25th January 2008

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Tourism SouthEast Case Study
TSE runs 3 Integrated ‘Themed’ Campaigns per year
Elements include:
Printed Guide for distribution via Media Partner

PR
Campaign microsite
e-brochures
Competitions – drive entries to website and complemented by advertorial
Online Advertising – placing banners and skys on appropriate sites to generate traffic
PPC
E-Newsletters – regular communication
Blogs & UGC (user-generated content)
25th January 2008

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TSE Campaign KPIs
No. hits on website, contacts/enquiries made

No. of unique visitors to campaign landing page
No. of registrants opting in to the database
Hyperlink clicks from the e-brochure to partners
No. of ‘forward to a friend’s
Click-thrus to campaign website from e-marketing including banner ads
Visits from the e-brochure to the website
25th January 2008

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How has TSE made their e-guides work harder?
Give prominence to the e-guide on homepage

Use the cover as motivation to click thru
Include e-guides in all newsletters
Encourage media partners and third party partners to distribute
Promote in on and offline media and PR discussions
Use simple, motivational text and bullet points
Use Inspiring images
Push more click-thrus to partner websites
Include added value offers and coupons
Encourage newsletter sign-ups and competition link for data capture
25th January 2008

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e-Marketing doesn’t have to cost the earth!
Be inspirational – great images go a long way!
Be clear with your copy
Engage your customers – encourage contact and build your database
Communicate with your database - word of mouth is the best form of advertising
Reuse your elements making sure you can update & amend easily and cheaply
Work with partners
Barter opportunities
25th January 2008

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Case Study of Stratford Upon
Avon
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Samples
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Key Findings
------------------------------------
Customer Profile (Jan – Dec 2006)
Month/Year Unique No. of Pages (hits)
(2006) visitors visits
January 53070 81661 274499
February 51141 77475 271598
March 57312 88293 301453
April 53410 79681 305287
May 40975 63231 293355
June 33974 52128 248138
July 36209 54298 259246
August 37553 56432 287920
September 33385 50825 244303
October 34686 52110 251337
November 31757 48315 241363
December 25547 36805 159353
Total 489037 741254 3110852 1-59

Customer Profile (2006)
Half million visitors
Each visitor made 1.5 visits
Average visit was 303 seconds
4.2 web pages were visited by each unique visitor
Patterns of days within month – less over
weekends
Patterns of hours within a day (Greenwich)
• Start at 8 or 9am
• by 2pm the figures started to increase as by this time
the online visitors from America may have started to
log on
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Top 7 pages have been viewed
• The website portal’s main page (/index.htm)
• Accommodation – Where to stay (/wslife.htm)
• Shakespeare’s history (/soawshst.htm)
• What’s on – event page (/soarscinframe.htm)
• Travel – How to get there
• B&Bs
• Hotels
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B&Bs’ Online visitors pattern
Various Linkage & URL Accommodation page
Direction Page Price & Tariff
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B&B E-Planning
Common Features:
All linked to several major successful
destination website portals
Good visual impact
Registered with search engine for online
advertising, e.g. Google Ads, Yahoo
overture, and MSN
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Online support service provisions
• Using search engines
• Using special online functions
• Adding human factors
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Using Search Engine
Name of search engines Percentage (2006) Percentage (2007)
Google 72.50% 81.80%
Ask Jeeves 9.80% 5%
Yahoo 6.80% 4.80%
MSN 4.10% 3%
Google (Images) 3.20% 2.20%
Others 4.60% 3.20%
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Special online support functions
• Late availability function
– Overcrowd at certain days
• RoomOK online booking function
– Cash flow
• Adding human factors
– Web 2.0/Travel 2.0
– User Generated Content (UGC)
– 72% - consumer reviews have influenced their
travel choice (HotelMarketing, 2007).
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Concluding Remarks and
Recommendation
• Few B&B small businesses are aware of

their customers and their online visiting
patterns
• Few owners are aware of the changing
pattern of their online visitors
• Design of their websites lack the focus that
would emerge from an understanding of
their customer behaviour
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1-Introduction To E-Marketing in Tourism

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1-Introduction To E-Marketing in Tourism

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Introduction to e-Marketing in

• UK – largest and most rapidly growing

1998 218 0,2 0.1% N.A.

1999 231 0,8 0.3% 256 %

2000 247 2,5 1.0% 213 %

2001 244 4,9 2.0% 97 %

2002 242 8,6 3.6% 75 %

2003 237 13,2 5.6% 53 %

2004 240 18,9 7.9% 43 %

2005 244 25,2 10.3% 34 %

2006 249 31,5 12.6% 25 %

• A large number of Web Pages available

XML XML XML XML

• Potential customers find web sites in

• A search engine helps people find things on

Tools for e-marketing, e-booking

• Tools for e-Marketing

• COMPANY-application (for service

For travel services

XML XML XML XML

• Tools for updating information of your

Incoming Tour Travel

Incoming Tour Travel

25th January 2008

The TI ‘Market Books’ are published in

25th January 2008

25th January 2008

25th January 2008

25th January 2008

Contact centre receives 100k+ brochure requests per year

e-brochure contains key consumer messages on Barbados as a holiday destination

25th January 2008

Distributed to coincide with tv advertising sponsorship

220k CDs inserted into Mail on Sunday in Carlton Area

30k sent DM to targeted customers on First Choice database

High conversions on those who clicked deep links

25th January 2008

Printed Guide for distribution via Media Partner

25th January 2008

No. hits on website, contacts/enquiries made

25th January 2008

Give prominence to the e-guide on homepage

25th January 2008

25th January 2008

25th January 2008

25th January 2008

Be inspirational – great images go a long way!

Be clear with your copy

Engage your customers – encourage contact and build your database

Work with partners

25th January 2008

February 51141 77475 271598

March 57312 88293 301453

April 53410 79681 305287

May 40975 63231 293355

June 33974 52128 248138

July 36209 54298 259246

August 37553 56432 287920

September 33385 50825 244303

October 34686 52110 251337

November 31757 48315 241363

December 25547 36805 159353