Σεμινάριο ξενοδοχειακού marketing (1)

Βλέπε και ειδικό άρθρο με συνεντεύξεις στελεχών επιχ/ξενοδο/αεροδρομ/κλπ

http://www.marketingweek.gr/default.asp?pid=9&la=1&arId=35875&pg=6&ss=/

http://www.marketingweek.gr/default.asp?pid=18&la=1&topicId=74

Distribution

Re-intermadiation / Dis-intermadiation / Counter-mediation / Conflicts / DMOs

The new tourist:

• Increase of individual trips
• More and shorter trips
• Dynamic packaging and personalization
• Late bookings
• More information, higher expectations
• Less loyal, more mobile, price sensitive

>> B2B : extranets between hospitality and tour operators >> B2C : consumers purchase tickets and packages >> C2C : Consumers exchange views and experiences (trip advisor.com, booking.com)

Opportunities

·         Direct – personalizes – access to potential customers (internet, TV, mobile

·         Cut marketing and sales & improve presentation

·         Optimize supply and demand

·         Expand operations (geographically and in scope)

Threats for hotels

·         Loss of control in room allotment and pricing

·         Loss of control in distribution cost

·         Problems in system integration

·         Increased price competition

Threats for agents

·         Decreased commissions

·         Decreased prices (less revenue)

·         Changing tourist

·         Information through the internet

·         Loyalty programs by DMOs

·         Disintermediation & Re-intermediation

Questions in an internet world : Hotel and Agents:

·         Do they know the internet tourist and his needs?

·         Do they offer him added value?

·         Do they cooperate with other members who offer complementary products?

Actions for hotels

·         Go for the world (presentation (24X7)

·         Differentiate (niche market)

·         Add value (offers, dynamic packaging and on line services)

·         Co-operate

·         Advertise, Advertise, Advertise

Actions for Agents

·         Decrease costs

·         Invest in the internet (ads, services)

·         Specialise and personalize (type of customer, location, type of vacation)

·         Create new products (dynamic packaging)

·         Co-operate

Process enhancement

·         Information at fingers

·         No time pressure

·         More Bargain opportunities

Profiling

·         1to1 marketing

·         Tailor made site to customers’ needs

Promotion

·         Sizeable advertising budgets

·         Creative advertizing both in and out of the internet

Partner, not seller

·         Affiliate programmes

·         Loyalty schemes

Content

·         Relevant text

·         Good navigation

·         Easy to use search facilities

·         Good design

Understand your customer and the services you offer

·         Conduct consumer research

·         Market / consumer segmentation

·         Geographic (where to go)

·         Demographic (who I am)

·         Lifestyle (what I expect from the trip)

·         Reason for traveling

·         Advertising Advertising Advertising

The future

·         Consumer individualization

·         Travel agencies under preasure : Presence, variety, consulting

·         Hotels : find where the customers comes from (or who you want) and how much it cost you.

·         DMOs are the growing players

>>> www.skiamade.com >>> www.yourgreece.com >>> www.gulliver.ie

E-marketing

1. e-product

·         Parts of the product become dizital

·         New products created, customer creates its own product

·         Bunding (DMO)

·         Content content content

·         Navigation www.franceguide.com

·         Service + bundling

·         Interaction

·         Personalization

·         Image building

·         Trust (price level, transactions)

·         Segmentation : people like you in www.visitlondon.com

·         Segmentation and personalization www.visitbritain.com

·         Services : plan your trip in www.spain.info

·         Special : www.discovergermanybybike.com

·         Customer survey in www.yellowstonepark.com

RULES FOR WEB DESIGN Ensure a quick download Beware cutting edge technology Keep it calm Limit your frames Make it simple Stay um-to-date Keep scrolling short Provide a site map CONTENT CONTENT CONTENT CONTENT CONTENT

2. e-price

·         Transparency increases

·         Commoditization increases

·         Downward pressure of pricing

·         New approaches

·         Auctions

·         Aggregate buying (www.accompany.com)

·          Dynamic pricing

·         Name your price model (www.pricelime.com)

·         Straight sell (old approach)

3. e-place

·         Disintermadiation

·         Re-intermediation (electronic agents) DMOs Expedia etc

·         Counter-mediation (agents going on line)

·         Conflicts

·         DMOs

·         New POSs

·         Destinations : www.tiscover.at ,  www.holland.com

·         Switch companies : www.utell.com

·         T.A.s : www.expedia.com, www.travelocity.com

·         Last minute bookings : www.lustminute.com

·         Disintermadiation

·         Portals : www.yahoo.com

·         Vortals : www.tennis.com

·         Auction sites : www.ebay.com

·         Media : CNN www.cnnpartners.com), www.traveltelegraph.co.uk

4. e-promotion

·         Costs down

·         Flexibility (brochures, messages)

·         Multimedia presentation

·         Targeting, frequency, geography, time, operating system, screen, browser, keywords)

·         Actionnability

·         Choise of sites / e-mail list

DON’T FORGET: Use of Media Letters Useful objects Word of mouth Stationery – Brochures, CD

E-PROMOTION TOOLS & CHANNELS E-mail promotion Link exchange Viral promotion (games, contests, articles, newsletters) Sales promotion (gifts, discounts and points) E-advertising (web sites, search engines, (SEO organic and sponsored search) Social Marketing sites and blogs Earth sites & maps Mobile promotion

5. e-people

·         Puch to talk by www.estara.com

·         Autoreponders

·         Alerts and notifications

·         Call back facilities

·         FAQ

·         On site search engines

6. e-processes

·         E-front office: reservations

·         Check-ins payments

·         Communication with consumers and partners

·         Consumer service

·         Dynamic packaging

7. e-physical environment

·         Virtual environment and e-tours closer than ever to potential buyer

·         Use technology by guests in the hotel a as differential advantage

·         www.engadincard.ch

Overall Marketing Strategy

·         Website re-design

·         eCRM (loyalty, retention)

·         Strategic linking

·         E-mail marketing

·         SEO (search engine optimation)

·         Blogs

·         Social marketing

·         De-commoditization = unique value proposition

·         Direct internet distribution proposition

Direct distribution channels (determine touch points to drive consumers to your site and book there. Loyalty programs and price guarantees, offer air, car, packages) Hotel website Destination portals Search Engines (that is www.msn.com ) Hotel directories and Portals Email marketing

Indirect distribution channels Merchand Model www.hotel.com Opacque Model www.priceline.com Retail Model www.expedia.com

E-mail Communication plan. ·         Objectives: (Create, remind need, give and get info, build image, sell and serve) ·         Content: Your products, news, complementary products, general information) ·         Subject: Show benefit. Try hard selling but not often. Newness & originality always attracts

Email marketing 1.       http://www.minedu.gov.gr/index.php?option=com_wrapper&view=wrapper&Itemid=756&lang=el 2.       http://www.minedu.gov.gr/index.php?option=com_wrapper&view=wrapper&Itemid=756&lang=el 3.       http://www.xmlswf.com/ (προσοχή αυτό έχει ωραίες προβολές slides δεν ξέρω αν είναι δωρεάν) (αμερικάνικο)

msn MARKETING http://www.yuboto.com/services/sms-and-mms-services?gclid=CJis3M-TxqgCFQEKfAodZn5Mrg

E-PROMOTION SITES MEGASITES www.expedia.com www.travelocity.com www.bitztravel.com www.thetrip.com www.lonelyplanet.com PRACTICAL MATTERS’ SITES www.foreignmoney.com www.fco.gov.uk/travel.com www.tripprep.com www.weather.com www.holidayfestival.com www.travlang.com ACCOMODATION AND RESTAURANT SITES www.openword.com www.allhotels.com www.hotelguide.com www.bbcchannel.com www.fodors.com www.cuisinenet.com BUDGET TRAVELLING SITES www.artoftravel.com SPECIALTY TRAVEL SITES www.cruiseopinion.com www.ecotourism.com TRANSPORTATION SITES www.buses.com CITY SITES AND DMOs www.amman.com www.maps.com TRAVELLOGS, CURRENT NEWS JOURNAL ARTICLES www.travel-library.com www.connectedtraveler.com www.terraquest.com www.eurotrip.com NICHE PRODUCT SITES www.golf.com www.ski.com www.dessert.com AUCTION STYLE SITES www.ebay.com

NEW PHILOSOPHY Social Networking (create your profile, group, professional page, advertise) Evaluation sites : Create a traveler’s profile, get information from competitors, do not mislead, advertise) www.tripadvisor.com www.igougo.com www.tripconnect.com www.gusto.com www.wayn.com Picture sites www.fliktr.com www.snapfish.com www.photobucket.com Podcasting www.expedia.com www.statravel.com www.orbitz.com www.concierge.com Video sites Info sites (advice, promotion, sales promotion, pr) : group content, create common interest groups vote for best content, get notifications for content, make comments. www.digg.com www.stumbleupon.com Blogs www.travelpod.com www.travelblogger.com http://travelblog.com http://travel-paros.blogspot.com http://www.hotelchatter.com/ (art site) http://www.youtube.com/athenos http://templatize.blogspot.com/2010/02/free-books-blogger-template.html Wikis www.Wikipedia.com www.wikitravel.com www.tripadvisor.travelhome.com

Social Media Marketing for Small Medium Enterprises http://www.socialzin.com/p/our-blog.html

AdWords: Organise your account for better results! http://www.youtube.com/watch?v=MHqSp6lF49k&feature=BFa&list=PL4884B96EE92F61FD&index=1

http://www.gotomeeting.com/fec/

http://www.avafx.com / (οικονομικοκερδοσκοπικό site)

http://www.tourvacationstogo.com/independent_tours.cfm

http://tripwow.tripadvisor.com/tripwow/builder/?cs=ihsts&ssid=ta-demo&theme= Make your own slide show

http://www.google.com/support/youtube/bin/answer.py?hl=el&answer=183851