Online marketing challenges Zürich Tourism

Marc Bertschinger

Zürich Tourism, Switzerlandmarc.bertschinger@zuerich.com

http://www.zuerich.com

ENTER 2015 Swiss day

› Organization and main issues relevant for our marketing strategy

Organization

• Private association (non-governmental) • Responsible for destination marketing in Zurich City and Airport • 130 employees• > 3,8m overnight stays in 2013

Zürich Tourism

Main issues

• Focus on inspiration, information and share (social media)~ similar to “A” and “I” of the AIDA-principle

• Increase bed nights by 8% between 2014 and 2018– Solid marketing activities in our main markets

Switzerland, Germany, North America and United Kingdom– Expansion of activities in Asia, Middle-East, and overseas

• Concentrating on leisure (30% of bed nights) and convention (10%)

• Establish 360° advertising (offline & online)

Marketing strategy

› Main challenges in online marketing

Decrease in online sales of hotel rooms (indexed)Online distribution

Source: Zürich Tourism

-70.3%

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

100.0

159.3

47.3

Market shares in online sales of hotel roomsOnline distribution

2008 2009 2010 2011 2012 2013

75.5%71.3% 71.1%

66.8%62.2% 63.8%

8.1%12.6%

15.0%18.6%

22.7% 22.5%

4.9% 4.1% 4.6% 3.1% 3.2% 1.4%

11.5% 12.0%9.3%

11.5% 11.9% 12.5%

Hotel Online Travel Agencies/GDS DMO / CTO Other

Source: HES-SO Wallis

Market share of Hotels in online salesOnline distribution

Source: HES-SO Wallis

2008 2009 2010 2011 2012 2013

5.7%

10.6%

13.6%

16.4%

20.9%19.4%

3.9%

4.4% 4.9%6.3% 5.6%

7.5%

Online Travel AgenciesHotel online bookings

Advantageous booking channelsHotel marketing project for Hotels in Zurich

OTA

Meta-Search Engine

OTA

OTA

Meta-Search Engine

Organic Search Engine Results (SEO)

Direct DistributionProject launched 2014

Advantageous direct DistributionProject planned for 2015

DMO

Search Engine Advertising

(SEA)

Ho

tel-

Web

site

Cu

sto

mer

Framework for Swiss Tourism IndustryHotel marketing project for Hotels in Zurich

Specific Keywords “Hotel Storchen”

Mid-generic Keywords

“Holiday Zurich”

Generic Keywords“Holiday Switzerland”

Abroad> 3h

Day Visitors< 3h

In Destination< 3h

Hotel

Destination

Switzerland Tourism

Offer to members of Zürich Tourism

• More than 16 Hotels are already participating• Low agency costs (starting at CHF 50/month)

• 3 different levels• Consecutive optimization

Hotel marketing project for Hotels in Zurich

42% of visitors are using mobile devices (zuerich.com)From Desktop to Mobile

mobile

tablet

desktop

Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014

79.0%

58.0%

12.6%

27.8%

8.4%14.2%

Source: Zürich Tourism

From Desktop to MobileResponsive webdesign (relaunch zuerich.com in 2014)

Bounce rate dropped after relaunchFrom Desktop to Mobile

Relaunch Website (responsive design)

January February March April May June July August September October November December

61.3%

53.3%

71.1%70.0%

62.2%

58.2%

All devices mobile

Social Media Channels of Zürich Tourism

• 117.000 follower on Facebook • 650 follower on Google+• 650 follower on YouTube

Social Media

Developing a new social media strategy 2015+Social Media

A I D A

Social Media

zuerich.com

Campaigns

Newsletter

City Map“The Visitor” Magazine

ExperienceTransactionInformationInspiration

ShareMarketing

model

AIDA principle

Owned Media

Paid Media

Booking Engine

Listen, Engange, Measure

› Thank you