TourRadar at ETAS15

Online Travel

Online TravelWith the new online marketplace now driven by unlimited choice and customization, how are tour operators engaging with and providing a compelling online experience for the modern connected traveller?


Who is your target market? Rethink demos and purchase cycle- where do you fit in?Examples62% of Millennials* add leisure time on to a business trip. Theyre also more likely to bring a family along. How would you target them?

One size doesnt fit all. Different nationalities have different habits: Chinese and Russians are more likely to be big adopters of workation and are the most connected: 79% own at least one mobile device

* Expedia

Theyre also more likely to bring family along recent data from Expedia / Egencia suggests that in North America, 54 percent of 18-30 year olds bring a significant other on a business trip, versus 36 percent of 31-45 and 16 percent of 46-65 year olds.

BrandThe importance of brand is still paramount

Everyone can provide great trips, everyone is eco friendly, everyone is unique. Its the strong brands that remain memorable

Own your niche!

Go your own way!

Turn Ordinary into Extraordinary!

Make the issues part of the engagement

Customer Engagement and Net PromotersTurn your net promoters into the online advocates of your brand

Operators should utilize social media as place to connect with potential customers and seek to learn their interests and concerns pre-booking in order to facilitate more intelligent marketing and custom messaging; one way to target highly interested customers is by identifying who is attending Tweet-ups on Twitter, Pinning on certain Pinterest travel boards or attending travel-centered webinars and Google Hangouts, and seek to have conversations with those individuals based on their interests. Guides often check with their guests about preferences, interests and special dates to make their trips more memorable they could be logging that information, along with mentions of when and where guests would like to travel next, and so on. Companies send photos of guests on their trips as a special hello during a birthday or anniversary, target email communications for other trips, and generally stay in touch in a way that is meaningful and not tone deaf or marketing-centered.

Everyone can afford to curate content as your customers are already making it for you!

ContentContent is the extension of your brand

Content is either created, curated or co-created

Everyone can afford to curate content as your customers are already making it for you!

Really Cool (Potential) Operator video

Sailing the British Virgin IslandsbyRobert Hollingworth

Return Value/Lifetime ValueCustomers rarely use the marketplace except when they actively need something. Transactions alone are insufficient for maintaining transactions, you actively need to be creative in the way they engage on your platforms

Collection: Build a profilePersonalized Feed: Tailoring content suggestions based on buyers past transactions lead to higher retentionThe sharing economy: networking for the exchange of knowledge, goods or experience- becoming second nature

Notes: This also leads to low retention and lower lifetime value. If buyers dont return often, sellers do not see much action on the marketplace which in turn may discourage users to come back to the platform.

Big Data and Hyper-personalization

Increasingly individual-centric consumer experiences- we are having less tolerance for slow and impersonal experiences with brands- we only want to see what we are interested in- when we are interested in it

Think automation or manual personalization

Big data and hyper-personalization will be the big business of analytics and marketing in the years to come, and according to JWT, the travel industry might feel the biggest impacts in these changes and soon.

The Merging of Services- PartnershipsPartnerships between tour, air, gear, accommodation, insurance etc. can lead to expand and improve overall service- avoid losing customers and getting referrals

For example, what if drivers, Airbnb hosts and every day people could offer customized or personalized in-destination services and tours as part of their social profiles? Tnooz reported last May that this concept is already in play, if not yet adopted widespread by users of Airbnb, with a host offering a set of services ancillary to the homestay, including access to tours (the individual turned out to be a travel agent in Vietnam who used Airbnb to advertise her local services). Tnooz investigated and found that rather than a breach of site conduct, this behavior is explicitly allowed:

Connectivity and Aggregation

Eventually the before mentioned specialists will be connected themselves in the form of mergers and partnerships

Online TravelAPIs are connecting operators with OTAs and other Agents

APIsLinkingOperatorsAccommodationOTAsTravelAgentsTransportation

Application Programming Interface

TourRadar is the worlds most trusted online marketplace for multi-day tours. With its headquarters in Vienna and regional service centres in Brisbane and Toronto, TourRadar has a vision of bringing like-minded travellers together for journeys of a lifetime.

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How do you get to the top of our search page?

Take-aways Map out your brand and focus on your niche target market Engage with your customers via content, issues and business wins Content can be created by your net promoters and can be free! Get your customers to buy again via collection, and sharing information Data allows you to Hyper-personalize your communications Expand your reach, offering and engagement via partnerships Connectivity and online aggregators is the future! For customers: TourRadar enables you to find and book dream tours all-over the world. With over 20,000 trips on every continent to choose from, you can find the best reviewed trips and prices while earning travel credits via your bookings and referrals. Not to mention free cancellation insurance and BPG! For operators: TourRadar can drive global customers to your operation at no upfront cost to you. No online booking payment gateway? We can offer you a booking button at an incredibly low cost per booking


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Technology

TourRadar at ETAS15