Handbook on E-marketingfor Tourism Destinations

Table of Contents

Foreword xv

Acknowledgements xvii

How to Use this Handbook xix

Executive Summary xxi

E-marketing for Tourism Destinations - The Big Picture 1

1.1 Introduction 1

1.2 The Benefits of E-marketing 2

1.3 Overview of E-marketing Techniques 3

1.4 Working in Partnership 4

1.5 Market Trends... 4

1.5.1 Rapid Growth in the Use of the Internet , 4

1.5.2 The Internet Is a Major and Trusted Source of Travel Information 4

1.5.3 Social Networking and User-generated Content (UGC) 5

1.5.4 E-commerce in Tourism 5

1.5.5 Market Development Forecasts 5

1.6 Technology Trends 6

1.6.1 Convergence - At the Heart of the Revolution 6

1.6.2 New Consumer Technologies 6

1.6.3 Multimedia Content Resources • 7

1.7 State-of-the-art- 10 Keys to Successful E-marketing 8

1.7.1 New Technologies for E-marketing 11

1.8 Management Information Dashboard 12

1.9 Key Steps in Planning for E-marketing - A Summary 13

Content Is King - How to Build and Manage Content that Convinces the Customer 152.1 What Is 'Content'? 15

2.1.1 Formats and Media 16

2.1.2 'Data' and 'Editorial' 16

2.2 Trends 16

2.3 Objectives for Content 17

2.3.1 Marketing Objectives 17

2.3.2 Strategic Issues 17

2.3.3 Understand the Customer and the Marketing Priorities 18

2.4 Types of Information 19

Handbook on E-marketing for Tourism Destinations

2.4.1 What Kind of Information Do Customers Need??.....-.." 19

2.5 Quality Control 21

2.5.1 Quality and Trust 21

2.5.2 Style and Taxonomy Guides 21

2.5.3 Quality Standards 22

2.6 Storing and Managing Content 23

2.6.1 Make Product Data Retrievable 23

2.6.2 Create Multilingual Databases 23

2.6.3 Geocodes, Geographic Information Systems, and Maps 24

2.7 Content Management Systems (CMS) 24

2.7.1 How a CMS Works 24

2.7.2 Benefits of a CMS 25

2.7.3 Getting the Best out of Using a CMS 26

2.8 Building Content 26

2.8.1 Why DMOs Should Find Content Partners 26

2.8.2 How to Acquire the Content 27

2.8.3 How to Acquire Geocodes 28

2.9 Information about Accessible Visitor Facilities 28

2.9.1 What Does 'Accessible' Mean? 29

2.9.2 Why Accessibility Information Is Worthwhile 29

2.9.3 Information Collection 29

2.10 Content - Measures of Success 31

Social Networking and User-generated Content (UGC) 333.1 Why Social Networks and UGC Are so Important 33

3.2 Commercial Sites that Host Structured UGC 34

3.3 Targeting the Right UGC Communities 35

3.4 UGC Opportunities for Destinations 36

3.4.1 UGC Opportunity No. 1 -Encourage It 38

3.4.2 UGC Opportunity No. 2 - Host It or Mash It 38

3.5 Mash-ups and Widgets Make New Experiences 39

3.5.1 Mash-ups 39

3.5.2 Widgets 40

3.6 HowtoBlog 40

3.6.1 First, Can We Define a Blog? 40

3.6.2 What Are Blogs for, and Are They Important for Destination Marketing? 41

3.6.3 The Benefits 42

3.6.4 Best Blog Ideas 42

3.6.5 'Do's' and 'Don'ts' 42

3.7 Make Wikis Work for You 43

3.7.1 WhatlsaWiki? 43

3.7.2 How Can Destinations Use Them? 43

3.8 Put Your Picture Up in More Places 44

3.9 Tagging 44

3.10 Social Networking and UGC- Measures of Success 45

Table of Contents

Make a Winning Website - The Keys to Success 474.1 Introduction 47

4.2 Smooth the 'Customer Journey' 48

4.3 Make Accessibility the Basis for Website Quality 48

4.3.1 It Is Right for Customers, and It Is Good for Business 48

4.3.2 Barriers to Avoid 48

4.3.3 WAI Levels and Marks of Conformance 50

. 4.3.4 Meeting Government Requirements 51

4.3.5 Help on Your Site 51

4.4 Write to Suit the On-screen Reader 51

4.4.1 Help Customers to Scan the Page 51

4.4.2 The Inverted Pyramid Style 52

4.5 Build Identity and Trust 52

4.5.1 Vital Confidence Builders 52

4.5.2 About Us/Contact Us 53

4.5.3 , Privacy Policy and Terms of Use of the Site 53

4.6 Ensure the User Can Contact You 53

4.7 Provide aTravel Planner 54

4.7.1 Features of a Travel Planner 54

4.7.2 'Recommenders' for a Personalised Tour 56

4.7.3 The Future for Travel Planners 56

4.8 Make the Navigation Easy 58

4.8.1 Navigation Components 58

4.8.2 Alternative Sites 58

4.8.3 Navigation and Links Principles 59

4.8.4 Links and the Text You Use for Them 59

4.8.5 Destination Site Navigation 59

4.8.6 Testing and Monitoring 60

4.8.7 FAQs 60

4.9 Optimise the Site for Search Engines 60

4.10 Make It Easy to Use the Site 60

4.11 Provide an Integrated Service 62

4.11.1 Information Services 62

4.11.2 Contact Services 62

4.11.3 Transaction Services 62

4.11.4 Entertainment Services 62

4.11.5 Relationship Services 64

4.11.6 Combining the Services 64

4.12 Make Printed Brochures Work for You Online 66

4.12.1 Put Them On-screen in a Virtual Brochure 66

4.12.2 Provide Them as Printable PDFs from Your Site 66

4.13 Earn Revenue from Your Site 66

4.14 Deliver Faultless Technical Performance 67

4.15 The Design and Building Process 67

4.15.1 A Structured Approach 67

Handbook on E-marketing for Tourism Destinations

4.15.2 Possible Approaches 68

4.15.3 Usability Testing as an Integral Part of the Design and Development Process.. 69

4.15.4 Further Advice 72

4.16 Winning Websites- Measures of Success 72

5 Search Engine Optimisation (SEO) - Getting Better Search Engine Resultsthe'Natural'Way 755.1 What Is Search Engine Optimisation? 75

5.1.1 Which Search Engines Matter? 76

5.1.2 How Do Crawler-based Search Engines like Google and Yahoo Work? 77

5.2 'Do's' and 'Don'ts' of SEO 78

5.2.1 The Importance of Website Structure 78

5.2.2 'White Hat' versus 'Black Hat' Techniques 78

5.2.3 Targeting Search Terms - Pick the 'Low Hanging Fruit' 79

5.2.4 Optimising Text and Meta Data for Your Target Terms 79

5.2.5 Developing Keyword-Rich Anchor Text Links within the Site 80

5.2.6 Page URLs Matter 80

5.2.7 Choosing a Content Management System 81

5.2.8 Sitemaps Based onText Links 81

5.2.9 Howto Develop Ranking and 'Authority' Status 81

5.2.10 Update the Site Frequently 82

5.2.11 Develop Links from other High Ranking Sites 82

5.2.12 Take Care Redesigning Your Site 83

5.2.13 Continuous Development 83

5.3 Paid Listings and Pay-per-click 84

5.4 Search Engine Optimisation - Measures of Success 84

6 How to Acquire and Develop Customers - Marketing Channels and the Useof Customer Relationship Management 856.1 Set Your Objectives for New Customer Acquisition 85

6.1.1 E-marketing Campaign Objectives 85

6.2 Customer Relationship Management (CRM) 86

6.2.1 What Is CRM? 86

6.2.2 What Can CRM Do for Destinations? 86

6.2.3 One-to-one Relationships versus Market Segmentation 87

6.2.4 Customer Data Fields 87

6.2.5 CRM Business Processes and Technology 88

6.3 Choosing Campaign Media Channels 93

6.4 E-mail Marketing 93

6.4.1 Guidelines for the Content of E-newsletters 94

6.4.2 E-mail and Mobile Campaign Management Systems 95

6.4.3 Responses and Management Reporting 96

6.4.4 Newsletter Audit Service 96

6.4.5 The DMO Corporate E-mail Signature 96

6.5 Paid-for Search Engine Marketing 97

6.5.1 Buying Keywords 97

Table of Contents vii

6.5.2 Using an E-marketing Agency 98

6.5.3 Campaign Management and Optimisation 98

6.6 Artificial Linking 101

6.7 Online Media and Advertising 101

6.7.1 Display Advertising 101

6.7.2 Rich Media Ads 102

6.7.3 Ads in New Windows, such as Pop-ups 102

6.7.4 Landing Pages 103

6.7.5 Media Buying, Design, Production and Campaign Management 103

6.7.6 Advertising Networks 103

6.7.7 Costs 103

6.7.8 Affiliate Programmes 103

6.8 Viral Campaigns 105

6.8.1 Advantages of Viral Campaigning 105

6.8.2 Disadvantages 106

6.8.3 Subjects for a Viral 106

6.8.4 Viral Distribution 107

6.9 Campaign Landing Pages, Calls to Action and Data Capture 107

6.9.1 Calls to Action .". 108

6.9.2 Keep Data Capture Barriers Low 109

6.9.3 Other Barriers to Avoid 109

6.9.4 Managing Anti-spam 110

6.10 Walk-in Offices and Contact Centres 110

6.10.1 Walk-in Enquirers 110

6.10.2 Take Advantage of Spare Contact Centre Capacity 111

6.11 Encourage User-generated Content 111

6.12 Virtual Worlds 111

6.12.1 What Are Virtual Worlds? 111

6.12.2 Real Activities Happen in Virtual Worlds : 111

6.12.3 Opportunities for Destinations 112

6.12.4 Treat Virtual Worlds as a Real Marketing Activity 113

6.12.5 Second Life- Measures of Success 114

6.13 Content Distribution to Third Parties 114

6.13.1 What Are Your Assets and Liabilities? 115

6.13.2 Use RSS to Feed News Out and Bring It In 115

6.13.3 Other Potential Distribution Channels 117

6.13.4 Measurement of Distribution Value 118

6.14 Acquiring and Developing Customers - Measures of Success 120

Branding - Project the Essence of the Destination 121

7.1 Essentials 121

7.1.1 E-branding Opportunities 121

7.1.2 The Basics of Branding '. 121

7.2 Brands Need to Bridge Gaps 123

7.2.1 Research the Effectiveness of Brand Effort - Identify Gaps and Opportunities. 124

Handbook on E-marketing for Tourism Destinations

7.3 Action Points for Destination Branding Online 126

7.4 Branding - Measures of Success 126

8 E-commerce for Destinations - Turning Enquiries into Sales 1298.1 What Is E-commerce? 129

8.2 Why Does a Destination Need E-commerce? 129

8.3 What Product Categories Should Be Priorities for DMO Intervention? 130

8.3.1 Travel to the Destination 130

8.3.2 Within the Destination 130

8.4 How Does Online Payment Work? 130

8.5 Guiding Principles for Destination E-commerce 131

8.6 Channels for Distributing E-commerce Offers 132

8.6.1 Direct Sale 132

8.6.2 Via Resellers Who Sell Online Direct to the Public 132

8.6.3 Via Wholesalers Who Sell to Specialist Retail Travel Agents 133

8.6.4 Via the Global Distribution Systems 133

8.7 Alternative Business Models for Destinations 1348.7.1 Not Acting as an E-commerce Trader, but Promoting the Destination in

Partnership with Commercial E-commerce Operators as Tactical Partners 134

8.7.2 Appointing a Single Commercial Partner to Carry Out the Role asa Strategic Partner 135

8.7.3 Entering into a Joint Venture with a Commercial Partner 135

8.7.4 Running Its Own E-commerce System 136

8.7.5 Open Exchange Platform 138

8.8 Alternative Business Models Offered by E-commerce System Vendors 141

8.9 How to Get Real-time Inventory from SMEs 142

8.10 Tips for Successful E-commerce 144

8.10.1 Barriers to Establishing Trust in Your Service 144

8.10.2 The Shopping Basket - First Stages 144

8.10.3 Shopping Basket - When You Start Asking for Personal Information 145

8.10.4 Shopping Basket-The Payment Method Page 145

8.10.5 After They Have Bought 145

8.11 Cost of Sale 146

8.12 Selling Merchandise through an Online Shop 146

8.13 Selling Digital Downloads 147

8.14 E-commerce - Measures of Success 147

9 Mobile Marketing - Exploiting the Essential Companion to Everyday Life 149

9.1 What Is a 'Mobile'? 149

9.2 Why Are Mobiles Important? 150

9.3 Are There Limitations? 151

9.3.1 Slow Speeds 151

9.3.2 Availability and Price of the Connection 151

9.3.3 Travelling Overseas 151

9.3.4 Location Sensitivity 152

9.3.5 Getting Users to Opt-in 152

Table of Contents

9.3.6 Screen Size 152

9.4 Key Points for a Mobile Marketing Strategy 152

9.5 The Trends in More Detail 153

9.5.1 Web Usage 153

9.5.2 Content 154

9.5.3 Messaging 154

9.5.4 Satellite Navigation (Satnav) 154

9.5.5 Speed 154

9.5.6 Developing Markets 154

9.5.7 Advertising Revenue Has Built Up Rapidly 155

9.5.8 Mobile TV Has Arrived 155

9.5.9 Interaction with Print Media 155

9.5.10 M-commerce 155

9.5.11 I n-car Systems 156

9.5.12 In-flight Mobile Use 156

9.6 Which Markets, which Segments? :. 156

9.6.1 Percentage of Users with a Broadband Mobile Connection 156

9.6.2 Percentage Using Mobile for Web Surfing 156

9.6.3 Use of 'Rich Media' Including MMS, Video, TV 157

9.6.4 M-commerce 158

9.6.5 Demographics 158

9.7 Summary of Action Points for Destinations 159

9.8 Tex Messaging Service (SMS) Campaigns 159

9.8.1 How It Works 159

9.8.2 Multimedia Messaging 161

9.8.3 Campaign Costs 161

9.9 Mobile Websites 162

9.9.1 As a First Move 162

9.9.2 Register a '.mobi' Domain 164

9.9.3 Advertise Your Mobile Site 164

9.9.4 Take Advertisers on YourSite 165

9.10 Digital Guidebooks 165

9.11 Satellite Navigation (Satnav) 166

9.11.1 Touring Routes 166

9.11.2 Satnav Vendors You Can Approach 167

9.12 Podcasting 167

9.12.1 What Is Podcasting? 167

9.12.2 What Are the Benefits? 167

9.12.3 What Are the Problems? 168

9.12.4 Who Listens to Podcasts? 168

9.12.5 Where Are there some Good Examples I Can Listen To? 168

9.12.6 I Still Have not Got a MP3 Player. How Do I Try It Out? 169

9.12.7 What Makes a Good Podcast? 169

9.12.8 How Can I Get Worthwhile Distribution for My Podcasts? 169

9.12.9 How Do I Produce My Podcasts? 169

Handbook on E-marketing for Tourism Destinations

9.13 Contact Centres 170

9.14 Signing Up Customers 170

9.15 Content Requirements 171

9.15.1 For Pre-trip Marketing Offers 171

9.15.2 For Services to Visitors on Arrival 172

9.15.3 Content for Texting 172

9.15.4 Content for Mobile Websites 172

9.16 Business Models for Mobile Marketing 173

9.17 Mobile Marketing - Measures of Success 173

10 The New Television - Convergence of Media: Interactive TV, Video, Internetand Gaming 17510.1 What Is Digital Television? 175

10.1.1 Digital Television Technology Offers New Opportunities 176

10.1.2 A Little More Jargon - Web TV and Smart TV 176

10.2 What Is Meant by Interactivity? 177

10.3 Enhanced and Interactive Services 177

10.3.1 Enhanced TV 177

10.3.2 Interactive TV 177

10.4 Aspects of Consumer Behaviour and Marketing 178

10.4.1 'Lean Back' versus 'Lean Forward' 178

10.4.2 Opportunities for Tourism 178

10.4.3 Marketing Aspects 178

10.4.4 Market Information 179

10.5 Interactive Advertising 182

10.5.1 How It Works 182

10.5.2 Formats, Standards and Tools for Interactive Advertising 182

10.5.3 What Does Interactive Advertising Cost, and How Do We

Measure Effectiveness? 183

10.5.4 Critical Success Factors 183

10.5.5 Viewers Become Consumers 184

10.6 'Advergaming' and In-game Advertising 186

10.7 The New Television - Measures of Success 187

11 Online Destination Media Relations - How to Gain Online Coverageand Be Ready for a Crisis 18911.1 How to Target the Media Online 189

11.1.1 Use CRM Techniques 189

11.1.2 Use External Online Expertise 190

11.2 E-mail Communication 190

11.3 E-newsletters 191

11.4 What to Put in the DMO Web 'Media Centre' 191

11.5 How to Place Your Stories on Websites 192

11.5.1 Websitesand Message Boards 192

11.5.2 Blogs and other User-generated Content (UGC) 192

11.5.3 PR Newswire Services 193

Table of Contents

11.6 Work with Partners -. 193

11.7 Crisis Management 193

11.7.1 Be Prepared 193

11.7.2 Prepare Your Channels of Communication in Advance 194

11.7.3 React Quickly to Prevent a Situation Becoming a Crisis 195

11.7.4 SOS.Travel and the Tourism Emergency Response Network (TERN) 195

11.8 Online Destination Media Relations- Measures of Success 196

12 Supporting the Travel Trade in Source Markets 19712.1 Working with Tour Operators and Travel Agents Who Sell Your Destination 197

12.2 Travel Trade Website 197

12.2.1 Website Target Audiences 197

12.2.2 Website Content 198

12.2.3 Key Tour Operators 198

12.2.4 Online Training for Travel Agents 199

12.3 E-newsletters for the Trade 199

12.4 Supporting the Travel Trade in Source Markets - Measures of Success 199

13 E-marketing with the Destination's Tourism Suppliers 201

13.1 Objectives 201

13.2 Industry-facing Websites 201

13.2.1 Components of the Website 202

13.3 Online Tools to Find Marketing Opportunities and Research Resources 203

13.4 DMO-lndustry Social Networking Sites 204

13.5 Corporate Blogs 204

13.6 Working with Tourism Suppliers - Measures of Success 204

14 Income Sources for DMOs - Raising Income from Your E-marketing Services 205

14.1 Revenue Sources 205

14.2 The 'Pros' and 'Cons' of a Commercial Approach 205

14.2.1 'Pros' 205

14.2.2 'Cons' 206

14.3 Carry Display Advertising on Your Websites 206

14.3.1 Display Advertisement Space on Your Sites 206

14.3.2 Selling Space Via Advertising Networks 207

14.4 Sell Advertorial on Your Sites 207

14.5 Work with other Sites that Will Pay You Commission 208

14.5.1 Embed a Major E-commerce Provider on Your Site 208

14.5.2 Join an Affiliate Programme 208

14.6 Sell 'Enhanced' Entries to Tourism Suppliers 208

14.6.1 Benefits for Customers 209

14.6.2 Benefits for the Advertisers 209

14.6.3 Benefits for the DMO 209

14.6.4 Measures of Success 209

14.7 Accept Context-sensitive Ads on Your Site 210

Handbook on E-marketing for Tourism Destinations

14.8 Make Money from Your E-mail Marketing 210

14.9 Income Sources for DMOs - Measures of Success 211

15 Measuring Success - Methods for Reporting of E-marketing Activity,and Continuous Measurement of Performance Quality and Outcomes 21315.1 Types of Measurement Reports 213

15.2 The Methods 213

15.2.1 Evaluation of Specific ICT Applications 214

15.2.2 Evaluation of Specific Aspects of E-marketing 217

15.3 Website and Newsletter Expert Audit and Evaluation 218

15.4 Online Surveys .' 219

15.4.1 Survey Types and Delivery Methods 219

15.4.2 Survey Tools 220

15.5 Offline User Surveys 221

15.6 Laboratory Testing and Online Experiments 222

15.6.1 Online Experiments 222

15.7 Laboratory Testing '. 224

15.8 E-commerce Metrics 225

15.9 Other Methodologies 225

16 Web Analytics - Boost Your Online Impact with Data-driven Optimisation 227

16.1 What Is Web Analytics? 227

16.1.1 What Is Internet Data? 227

16.1.2 What Is Web Traffic Data? 227

16.1.3 What Are Web Analytic Software Tools? . 228

16.2 Evaluating Outcomes and Uncovering Opportunities 228

16.3 Web Analytics Is a Journey 230

16.3.1 The 'Investment Chasm' 231

16.3.2 Stage 1 -Tracking Data and Reporting 231

16.3.3 Stage 2 - Analysing Campaign Results 232

16.3.4 The 'Staffing Chasm' 233

16.3.5 Stage 3 - Effective Tactical Performance Reporting and Diagnostics 233

16.3.6 The 'Action Chasm' 233

16.3.7 Stage 4 - Strategic and Closed Loop Optimisation 234

16.4 The Technology of Web Traffic Data Collection 234

16.4.1 Data Storage Options 234

16.4.2 Types of Data Collection 235

16.5 Understand the Website's Visitors as People 238

16.6 Invest in Skilled People 239

16.7 Howto Select a Web Analytics Tool .' 239

16.7.1 Define the Needs 239

16.7.2 Assess Web Analytics Tools Based on Defined Needs 241

Table of Contents

17 How to Manage Your Domain Names - Choosing and Maintaining Domainsthat Support a Wide Range of E-marketing Activities 24317.1 What Constitutes a Domain Name? 243

17.2 Choosing aTop Level Domain 243

17.2.1 The '.Travel' TLD 243

17.3 Choosing aSub-domain 244

17.4 Looking Up Domain Names 245

17.5 Campaign Landing Page URLs 245

17.6 Domain Name Management 245

17.7 If Someone Sets Up a Conflicting Domain 246

18 Market Trends 247

18.1 Internet and Broadband Penetration, overall and by main Markets 247

18.2 The Relative Influence of Online and Traditional Media on Consumer Choice 250

18.3 Relative Importance of Different Search Engines 251

18.4 Social Networking and User-generated Content (UGC) - Including Blogs 253

18.5 E-commerce in Tourism 253

18.6 Market Development Forecasts 255

Glossary and Abbreviations 257

List of Figures 263

List of Tables 265

References and Bibliography 267