7/27/2019 How to Drive Traffic to Your Tourism Website

1/29

How to drive traffic effectively

to your tourist board websiteJustin Reid

Head of Online and CRM

11th September 2009

7/27/2019 How to Drive Traffic to Your Tourism Website

2/29

A quick look at:

Who we are

Where we were

Where we are

Where were going

7/27/2019 How to Drive Traffic to Your Tourism Website

3/29

Who we are

VisitBritain is the national tourism agency, funded bythe Department for Culture, Media and Sport

VisionInspiring the World to Explore Britain

MissionTo build the value of tourism to Britain

Marketing Britain overseas and

developing Britains visitor economy

7/27/2019 How to Drive Traffic to Your Tourism Website

4/29

VisitBritain.com

20 million visitors

40+ markets

23 languages

15,500 providers

bookable online

Increased integrationof booking platforms

7/27/2019 How to Drive Traffic to Your Tourism Website

5/29

Where we were and the need for

change 2003 to 2008

Put the website at the heart of everything we do

Judged success on website visits

Heavy use of PPC

Where did that get us?

7/27/2019 How to Drive Traffic to Your Tourism Website

6/29

Steady progression

0

2

4

6

8

10

12

14

16

18

2003 2004 2005 2006 2007 2008 2009

Millions

7/27/2019 How to Drive Traffic to Your Tourism Website

7/29

Bigger picture

0

24

6

8

10

1214

16

18

2009

Visitbritain

7/27/2019 How to Drive Traffic to Your Tourism Website

8/29

Bigger picture

0

50

100

150

200

250

300

2009

Visitbritain

Trip Advisor

7/27/2019 How to Drive Traffic to Your Tourism Website

9/29

Bigger picture

0

200

400

600

800

1000

1200

1400

2009

Visitbritain

Trip Advisor

Expedia

7/27/2019 How to Drive Traffic to Your Tourism Website

10/29

Bigger picture

0

5000

10000

15000

20000

25000

2009

Visitbritain

Trip Advisor

Expedia

Facebook

7/27/2019 How to Drive Traffic to Your Tourism Website

11/29

2009 Time to take stock

Budgets cut

Recession

Unsustainable PPC model

Quality visits?

Cycle of the visitor

7/27/2019 How to Drive Traffic to Your Tourism Website

12/29

Research in a nutshell

Statistics show that the majority of long haultravellers come to a NTB site after they have madethe decision as to which destination they will be

travelling. We (VB) therefore need to tap into the market

places and forums where people are making thosedecisions and enter the influencing cycle earlier.

7/27/2019 How to Drive Traffic to Your Tourism Website

13/29

Spend less, invest smarter

Twitter

7/27/2019 How to Drive Traffic to Your Tourism Website

14/29

Twitter

7/27/2019 How to Drive Traffic to Your Tourism Website

15/29

Twitter

7/27/2019 How to Drive Traffic to Your Tourism Website

16/29

Spend less, invest smarter

Twitter

Content distribution

7/27/2019 How to Drive Traffic to Your Tourism Website

17/29

Content Distribution

7/27/2019 How to Drive Traffic to Your Tourism Website

18/29

7/27/2019 How to Drive Traffic to Your Tourism Website

19/29

7/27/2019 How to Drive Traffic to Your Tourism Website

20/29

Social Media / Content distribution

Be active

Be everywhere

Be nice

7/27/2019 How to Drive Traffic to Your Tourism Website

21/29

Spend less, invest smarter

Twitter

Content distribution

Video

7/27/2019 How to Drive Traffic to Your Tourism Website

22/29

7/27/2019 How to Drive Traffic to Your Tourism Website

23/29

Video

Be diversified

Be generous

Be open

7/27/2019 How to Drive Traffic to Your Tourism Website

24/29

Spend less, invest smarter

Twitter

Content distribution

Video

Wikipedia

Thank you Jamie Oliver, Harry Potter and theCotswolds

7/27/2019 How to Drive Traffic to Your Tourism Website

25/29

Wikipedia

8 links leads to a traffic increase of 5%

In old money 90,000

7/27/2019 How to Drive Traffic to Your Tourism Website

26/29

Spend less, invest smarter

Twitter

Content distribution

Video

Wikipedia

Thank you Jamie Oliver, Harry Potter and theCotswolds

Mobile

7/27/2019 How to Drive Traffic to Your Tourism Website

27/29

7/27/2019 How to Drive Traffic to Your Tourism Website

28/29

Mobile

Points of entry

Points of high foot fall

Points of delivery

7/27/2019 How to Drive Traffic to Your Tourism Website

29/29

In Summary

Not about spending more, about spending morewisely

Not about our website, about our content

Not always the immediate benefits, its the longterm ones