TpM2015: Marketing Automation in Tourism : Let's Stop Getting Robbed By The Giants Of The Net!

TOURISM PROFESSIONAL MEETING – DEC. 2015

Marketing Automation in Tourism : Let’s Stop Getting Robbed By The Giants Of The Net!


Today, it is socially unacceptable to miss your vacation.


Before, we had guides...


...but they were not always reliable as time went on.


So, we started trusting our peers...


And that’s when profit margins started to disappear.


- In Extenso Conseil -

Commissions increasing 64 % over 5 years, occupation rates dropping 7,7 %

turnover dropping 3,9 %


130

120

110

100

90

80

702008 2009 2010 2011 2012

Sources: In Extenso, 2013

Commission amount

Ind

icat

or

Lodging turnover

Occupancy rates

Giants of the net take your margin


The product of «Tourism» has become impersonal


- Rémi Ohayon -

These portals have gained notoriety

by hijacking the names of these hotels.

They have bought, through paid advertising,

the hotel’s brands.


These giants take ownership of your brand and your cities


- UFC Que Choisir -

30% of consumer reviews are fake


THE DOUBLE HOLD UP

• They take a commission on each reservation

• Make users believe that they’ll pay less using a middle man


BUT YOU CAN ACT!

• you know how to do

• no magic wand

• connect directly to your client base


- Mercator, J. Lendrevie et J. Lévy -

The BRAND is A NAME and a set of DISTINCTIVE

SYMBOLS which have POWER OVER THE MARKET,

giving the feeling of LEGITIMACY to products

and services, and CREATING VALUE.


Goals for a tourism brand?


Segmentation = defining personas


38 years old, Zurich

Stay at home mom, 2 kids (7 and 10 years old)

Husband, upper management at SwissLife

Context• Husband often travels for work

• Family goes on holiday in February

• Lots of searching on the web

• Chose Arosa Ski Resort in Grisons

• Looking for a place to stay for the trip

Goals• Relaxing holiday

• Family activities

• Discover a new tourism destination

Personality• Strong personality

• She’s the decision maker at home

• Has high expectations for the quality of services and products

• Is willing to pay in order to have it

SOPHIE MÜLLER


Create and adapt your content according to each different persona


- Tendance360/ESC Paris -

Brand has quickly become the new platform

for brands, by mixing creativity,

transparence and client experience.


DIGITAL CLIENT RELATIONS= BUSINESS SAVVY

• Your business, even in the digital world, is service!

• observing prospective clients

• adapting the message

• Going above and beyond the 1% conversion rate


But, be careful of the “digital marketing solutions” trap


- TNS Sofres, April 2015 -

In France, 50% of sites with less than

1M€ turnover aren’t making money


Simplifying digital for a better understanding -> 6 channels only to come to your website

MailingLinksNotorietySocialPaidOrganic


- UFC Que Choisir -

60% of buyers research a product after

having read something about it.


Marketing Automation: How does it work?


Organize your marketing strategy

Inte

rnet

Viral

Cam

paign

BlogLinks

Adwords

Forum

FollowersMailM

ediaSEO

LikeNetwork

Web siteCatalogRP

Drive traffic


1%

...and then orchestrate it

Closing

Drive traffic

Catch attention


49%1%


Closing

Drive traffic

Catch attention


1% 49%


SegmentationNurturing

Qualification

Closing

Drive traffic

Catch attention


- Prestashop -

41% of online users never complete

their order because they’re not ready to buy

right away, but they will buy eventually!


Personalize relationships

-> The more we look to personalize relationships, the more automation is necessary


Guidance

-> The methods and tools allow the scripting of the relationship with online users, moving with the rhythm of the interactions.


Collecting Data

Behavioural Declarative


Input Data

Lead tracking -> Behavioural

&

CRM -> Demographic + Declarative

=

Segmentation


For segmentation and targeting

Discovery

Interest

Desire

Action

Loyalty

Ambassador


Adapting the message and the scenario


To nourish the client relationship


- Bulldog Solutions -

Marketing Automation reduces

the number of ignored prospects

from 80% to 25%.


Concrete cases of marketing automation strategy


www.deepnature.fr

PRINT-DeepNature-brandbook-cover-20150209-v2.indd 1-3 11/02/2015 14:57


ContextDouble Paradigm Shift

• Moving from a white-label company, to a branded company

• Bring clients to hotels and recreation centers

Challenge• Create the brand

• Generate traffic

• Increase sales

ApproachThe Approach Strategy of conquest and loyalty based on a brand/consumer relationship

• Notoriety

• Traffic generating

• Acquisition

• Loyalty

• Reactivation


Actions• New brand platform

• E-mail contact form

• Co-registration sign-up

• Relational channels by personas

• Landing pages for conversion

• Nurturing with infos and sales


DEEP NATUREResults

+400%of online turnover

+305%page views

+10%loyal visitors

30%opened emails


Bienvenue en Seine-MaritimeWelcome to Seine-Maritime

seine-maritime-tourisme.com


Context• A new brand to cater to the evolutions

• The content value already integrated

• A need for an orchestra conductor

• Reduce the dependence on Web giants

Challenge• Promote the destination

• Promote the tourism professionals

• Prepare the transition to an online retail store (2017)

• Transfer of progressive skills


Actions • Testing the contact base

• Online contact form on all pages

• Co-registration sign-up

• Segmentation based on persona

• Content based on personas

• Begin nurturing


SEINE MARITIME TOURISMEResults (after 8 months)

+100%qualified contacts

33%rate of opened emails

+25%site visits (outside

of paid traffic)

- 44%share of paid

traffic


130

120

110

100

90

80

702008 2015 2018

Sources: In Extenso, 2013

To conclude:

NURTURE your client & AUTOMATE the content

And get your profit margins back!

Commission amount

Ind

icat

or

Lodging turnover

Occupancy rates


@FredBescond

www.paprika.agency

@scouleaud

www.webmecanik.com

Thank you very much, and enjoy Marketing Automation!

mailto:fred%40paprika.agency?subject=Contact%20TpM2015

mailto:sco%40webmecanik.com?subject=Contact%20TpM2015

TpM2015: Marketing Automation in Tourism : Let's Stop Getting Robbed By The Giants Of The Net!

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Transcript of TpM2015: Marketing Automation in Tourism : Let's Stop Getting Robbed By The Giants Of The Net!