CLIA River Cruise Conference 2016 Amsterdam · Best Marketing Promotion of River Cruise – Retail....
Transcript of CLIA River Cruise Conference 2016 Amsterdam · Best Marketing Promotion of River Cruise – Retail....
CLIA River Cruise Conference 2016 Amsterdam 20 - 21 November 2016
Lucy Huxley & Andy Harmer
CLIA River Cruise Conference 2016
CLIA River Cruise Conference 2016 Amsterdam 20 - 21 November 2016
CLIA River Cruise Conference 2016
CLIA River Cruise Conference 2016
CLIA River Cruise Conference 2016
Best River Cruise NewcomerREADER OFFERS LTD
Best Marketing Promotion of River Cruise - OnlineTHE CRUISE VILLAGE
Best Marketing Promotion of River Cruise - HomeworkerCRUISE.CO.UK
Best Marketing Promotion of River Cruise – RetailBALDWINS TRAVEL
River Cruise Ambassador of the YearMARGARET MCCORRISTON - PLANET CRUISE
River Cruise Agent of the YearJULIET ARCHER - BLUE WATER HOLIDAYS
Best Overall Performance NorthRIVER VOYAGES (WTH UK)
Best Overall Performance SouthIGLU CRUISE / PLANET CRUISE
CLIA River Cruise Conference 2016 Amsterdam 20 - 21 November 2016
CLIA River Cruise Conference 2016
CLIA River Cruise Conference 2016
CLIA River Cruise Conference 2016
CLIA River Cruise Conference 2016
CLIA River Cruise Conference 2016
CLIA River Cruise Conference 2016
#RiverConf16
CLIA River Cruise Conference 2016
CLIA River Cruise Conference 2016
CLIA River Cruise Conference Questionnaire 2016
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Q5: In the last 3 years have you sold more river cruise holidays?Answered: 81 Skipped: 0
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Q6: What proportion of your total holiday sales are river cruises?Answered: 79 Skipped: 2
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Q7: What seems to inspire customers to ask for a river cruise?Answered: 81 Skipped: 0
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Q8: In the last 3 years have you found more customers asking for river cruise holidays?Answered: 80 Skipped: 1
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Q9: Thinking about your river cruise customers are theyAnswered: 80 Skipped: 1
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Q10: Do customers asking for a river cruise tend to know which river they would like to sail on?Answered: 80 Skipped: 1
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Q11: Do customers asking for a river cruise tend to know which river cruise operator they wish to sail on?Answered: 80 Skipped: 1
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Q12: How would you rate your knowledge of the differences between the river cruise operators?Answered: 81 Skipped: 0
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Q13: How would you rate your knowledge of the different experiences available on the different rivers?Answered: 81 Skipped: 0
CLIA River Cruise Conference 2016 Amsterdam 20 - 21 November 2016
CLIA River Cruise Conference 2016
Giles HawkeCLIA UK & Ireland Deputy Chair
Welcome
Future OpportunitiesTechnologyProductTravel AgentsUSPsShorex
CLIA River Cruise Conference 2016 Amsterdam 20 - 21 November 2016
CLIA River Cruise Conference 2016
River Cruise Expert PanelAngela Waite - APT River CruisesJoseph Grimley - Riviera Travel
Werney Beyer - Scenic
CLIA River Cruise Conference 2016
CLIA River Cruise Conference 2016 Amsterdam 20 - 21 November 2016
CLIA River Cruise Conference 2016
Anthony RawlinsDigital Visitor
Demographics: Targeting River Cruise Audiences on Social Media
People you can talk to. Results that speak for themselves.
An award-winning social media agency.
We specialise in the leisure and tourism industry and work with a wide range of organisations right across the sector.
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Digital Visitor
Clients
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Why Social media?
• Highly targeted
• Cost effective
• Inspirational
• Under utilised in Cruise – some notable exceptions
• Your audiences are on social
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Strategy & Tactics
Strategy Content Lead gen Ads
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• Actionable insight
• Ensures activity is effective
• Relevant to audience
• Attention & consideration
• Pre-qualified leads
• Convertible audiences
• Highly targeted
• Cost effective
Brands
Interests
Media Consumption
Motivations Shopping habits
Key audience
Sainsbury's, Own brand, BBC, Times, First Direct, M&S, VW cars, GBBO, Gap, Evans Cycles, EBay
Family & friends -
Visiting or visits to kids, talking and networking with friends, increasingly online where necessary
Holidays –
Often 3 foreign trips a year from cities & cultural getaways to an awakened appetite for “soft adventure”
Entertainment –
Catch up TV, art house movies, concerts, reading, some festivals & some sports
Increasingly active on mobile. Heavy internet users, with older higher end smartphone & tablet at home. Active on social media, primarily on Facebook. Using Skype & Whats App more. Women make buying decision. Men like photography and may share online
Empty nesters• 45+ year old
• Consulting or retired
• Well travelled & still travelling
• Family away from home
• Wealthy for time & money
Family & relatives
Experience & memories
Health & Comfort
Cultural & authentic
More online shoppers
Planned weekly shop
What friends do
Read & research first
Content
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Content
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• Tell your story - don’t sell
• Consistent editorial themes
• Bring brand values to life
• Frequent updates
• Invite customers to connect & engage
• Brand touch point
• Capture feedback
• Evidence & validation
Lead generation
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Lead generation
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Lead generation
• Creative campaign hosted on social and website
• Directed targeted audiences to campaign
• Should immerse in brand and educate e.g. Illustrate new routes
• Captures leads / Emails • Phone numbers • Address for brochure
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Lead generation
• £5-£20 CPL in cruise? Social can deliver better quality or lower cost
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Social Advertising
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Travel Advertising 2012
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Travel Advertising 2014
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Today
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Challenge: Promote discount offer for 2017
Audience: UK 45-65 women Interests: Cruising, Canal Holidays, I Love Cruising group, Daily Mail, Venice
Advert: Holiday offer promoted withweb click advert
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Today
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Challenge: Lead generation campaign for European cruises
Audience: UK 45-65 women Interests: Cruising, Canal Holidays, I Love Cruising group, Daily Mail, Venice
Advert: Web click ad driving entrants to app on Facebook
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Social Ads Vs Traditional
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Travel Agency traffic
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Channel Impressions
Clicks Cost
Lonely Planet 500,000 3,400 £17,820Trip Advisor 1,8222,834 £25,500Travel network
3,000,000 2,177 £32,400
Travel Agency traffic
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Channel Impressions
Clicks Cost
Lonely Planet 500,000 3,400 £17,820Trip Advisor 1,8222,834 £25,500Travel network
3,000,000 2,177 £32,400
Facebook 750,000 27,222 £17,500
Airline bookings
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Channel Impressions
Clicks Cost
DailyTelegraph
1,336,760 5,333 £35,000
ReadersDigest
1,200,000 3,390 £25,000
Guardian 412,000 £30,000Facebook
Airline bookings
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Channel Impressions
Clicks Cost
DailyTelegraph
1,336,760 5,333 £35,000
ReadersDigest
1,200,000 3,390 £25,000
Guardian 412,000 £30,000Facebook 562,000 18,750 £15,000
Key points
• Social can deliver your audiences
• Use social to Inspire and educate
• Sophisticated targeted
• Improved advertising
• Perfect for lead generation and getting better at direct sales
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CLIA River Cruise Conference 2016
CLIA River Cruise Conference 2016 Amsterdam 20 - 21 November 2016