Hotel Website Marketing Online social media opportunities for the hospitality and tourism industry

Hotel Website MarketingOnline social media opportunities for the hospitality and tourism industry

June 30, 2009

What are people looking for?

PRODUCTS AND SERVICES BEING RESEARCHED ONLINE

SOURCE: eMarketer 2008

If I build it will they come?

NUMBER OF TRAVEL SITES VISITED ON AVERAGE

SOURCE: PhoCusWright Travel 2.0 Consumer Technology Survey 2007

“Irish holidaymakers are showing a growinginterest in Ireland… Hotels.com hasrevealed there has been an increase indomestic searches by ”

Hotels.com 2009

40%

OK then, fine, what about Ireland?

SOURCE: Joint National Internet Research (JNIR) July - December 2008

PRODUCTS AND SERVICES BEING USED ONLINE

Why social media?

AGES 43-52 AGES 53-63

SOURCE: Forrester Research The Social Technographics® Profile Of European Baby Boomers 2009

REGULAR USERS OF ONLINE SOCIAL MEDIA

No seriously, why social media?

EUROPEAN USERS OF SOCIAL NETWORKS

SOURCE: Datamonitor Online Social Networking 2009

Enough with the charts already!

“By relying on the latest technology and shifting to100% Web-based advertising, Tourisme Montréalcan, as opposed to more traditional styleadvertising, accurately assess campaign impactwith target audiences and maximize investments inthis regard.”

Charles Lapointe, President and Chief Executive Officer of Tourisme Montréal

TRANSLATION:WE CAN MEASURE

STUFF REAL GOOD ONTHE INTERWEBS

“The internet has roughly the influenceof the second strongest medium - television -and roughly the influence of traditionalprinted media”Digital Influence Index, Fleishman-Hillard International Communications/Harris Interactive, 2008

8x2x

What does social media take?

BUDGET TIME(I hope they don’t realize this is another chart.)

Twitter: the stupidest thing I ever heard of

GLOBAL TWITTER ADOPTION(Sorry. Absolutely the last chart. I promise.)

SOURCE: comScore 2009

Blogging: what’s it good for?

PERCENTAGE OF BLOG READERS WHO READ TRAVEL BLOGS(Wait! Don’t leave. This isn’t a chart. It’s an… illustration?)

SOURCE: PhoCusWright Travel 2.0 Consumer Technology Survey 2007

LinkedIn: don’t be left out (get it?)

PERCENTAGE OF PEOPLE WHO ARE HAPPYTHERE IS NO CHART ON THIS PAGE

Always close on something cool

Did it work?

• Original goal: 400K visitors for the whole campaign

• 200K visitors in the first day

• 2 month campaign had over 2.5M visitors

• 11K video submissions from interested job applicants

• Over 5K independent blog mentions

• $1.7M global marketing campaign generated $70M worth ofpublicity

• 2009 Cannes Lions Grand Prix

Great. So what do I do now smartguy?

• Listen and engage (grow big ears)

• Target the influencers (and make them evangelists)

• Empower your friends (read: customers)

• Encourage people to speak their minds (then thank or fix)

• Start small (scale smart)

• Be yourself (your usual charming, witty, interesting self)

• Don’t just stand there (learn something new every day!)

Reading List

• Internet Marketing for Travel & Tourism http://www.tourismkeys.ca/blog/

• Dot Tourism http://dottourism.com/blog/

• The Tourism Research Blog http://blog.highlandbusinessresearch.co.uk/

• up take Travel Industry Blog http://travel-industry.uptake.com/blog/

• Tourism Internet Marketing http://tourisminternetmarketing.com/

• Travel & Tourism Technology Trends http://tourismtechnology.rezgo.com/

• http://www.suite101.com/travel/

• http://travel.alltop.com/

Homework

http://www.tourism-intelligence.co.uk/listeningtoourvisitors.aspx

http://www.highlandbusinessresearch.com/downloads/tipsfromthetlist.pdf

Thank You!

mark.co@iiproximity.comhttp://www.twitter.com/IrishIntl