Global Business & Development Strategy - An Overview -Travel & Tourism Sector

Proprietary copy of CopperBridge Media

Travel & Tourism

PRACTICE & NORM


Annual Holidays | Cocktail of Activities | Exotic Factor| Environment & Adventure

Travel & Holidays: An annual celebration for most..

The notion of breaking from work periodically has taken root in the modern lifestyle. Travel

and holidays have become an annual happening for most families all around the globe.


Cocktail of activities – High on the list..

In today‟s world of travel and tourism, it‟s not just about visiting the typical tourist attractions.

It‟s about engaging in different kinds of activities that can range from engaging in adventure

sports or visiting spiritual vacation retreats.


Exotic factor – Of prime importance..

People are willing to experience different places that are not the normal sit back and relax

type of vacations. It could be cultural tours, coffee plantation tours or Amazon forest tours.


Eco-tourism inspires transformation. It

provides an educational and beautiful

experience, attracting many.

Adventure tourism is rapidly growing

in popularity: Mountaineering

expeditions, trekking, bungee jumping etc are just some of the activities.

Environment & Adventure The 2 mainstays of tourism in the new millennium..



Travel & Tourism in the new millennium

NICHE TOURISM | CONSERVATION & RESPONSIBLE TOURISM


Niche Tourism


Learning Vacations | Spiritual Tourism | Corporate Tours | Transit Tourism

Niche Tourism

• Language learning while living with a family in the country of origin

• Archaeological classes with actual experience of digging

• Acquiring culinary skills in in places like southern India,

Thailand or Indonesia

• Imbibing art and culture while living with an artist – Paying guest

accommodation. This concept is getting extremely popular in places like

France and Italy


Lear

nin

g V

acat

ion

s

• Faith based tourism

• Religious travel to mythology-based religious

shrines

• Trekking through the Holy Land

• Spending time with saints and meditation

gurus in Himalayas


Spir

itu

al T

ou

rism

Niche Tourism contd…

• Business meetings and conferences in

exotic locations which are also

cost-effective

• Great niche tourism opportunity for

developing and transition economies

• Corporate tourism is more profitable for

both the travel operators as well as local governments



Co

rpo

rate

To

urs

• Three or more hours of golden opportunity to offer niche tour packages to

travelers who are bored during their transit

• One hour sightseeing packages planned for in-transit passengers

– This might result in an extended or longer planned holiday in future

• Hourly shopping and Spa facilities


Tran

sit

Tou

rism


Conservation & Responsible Tourism

NEED OF THE HOUR


Are you on the Map? | Conservation Tourism | Endangered Species Tourism

Are you on the map?


Conservation.. Responsible…Is your business elevated to meet the needsof our present and positioned to cater to the future?


Conservation Tourism

Conservation & Responsibletourism go hand in hand

Positive efforts are being taken

worldwide with innovative methods

being used both offline and online to

attract Travellers to engage in

responsible tourism.

Individuals & voluntary organisations

are also making huge contributions to

strengthen awareness of

eco destinations.


Endangered Species Tourism

Animals like the Mountain Gorilla, Javan

Rhinoceros, Giant Panda, Tiger.. are just

some of the endangered species.

The tourism industry is in a good position to

spread awareness about the plight of these

animals whose very existence is in danger.

Whether it is through organising whale

watching tours or by introducing tours to

Tiger reserves, there is much that can be

done to create a profitable business model

that is responsible at the same time…

Humankind rules the earth… but what about the other inhabitants of our world?

Tourism Industry: The Marketing Pitch


THE NEW MEDIA | SOCIAL MEDIA ENGAGEMENT


Utilizing New Media | Creating a Branding Landscape | Location Based Services

The New MediaWHAT THE TRAVEL & TOURISM INDUSTRY IS USING?


Utilizing New Media

From tweeting to posting updates

on the hotel‟ Facebook page..

relationships between business

owners and customers has

reached a whole new level.

Utilization of social networks and

location based services have

introduced new strategies for

creating good business.

What the Travel & Tourism industry is using?


Utilizing New Media

marketing along with

traditional media to

create a complete

Branding landscape

Print

AwarenessCreate awareness

EducationCreate interest through

information

ImageMaintain brand

Direct responseCycle of trial, purchase, and repeat

Television

Radio

Direct mail& response

Outdoor

SearchMarketing

What the Travel & Tourism industry is using? Contd…

The cornerstone of LBS-based

marketing is the utilization of

„Location & Need‟ of a traveller.


Wireless Communication GIS & GPS Tracking

Location TechnologiesInternet Connectivity

Location Based Services

What the Travel & Tourism industry is using? Contd…

Social Media Engagement


Social Clusters | Homophiliy | Influence Ripples

Leveraging the Power of Social Media | Brand Advocacy & Law of Few


Social ClustersSOCIAL MEDIA ENGAGEMENT

Homophily

Birds of a feather flock togetherThe term homophily stems from study of

social networks. So, how can your business

benefit by engaging with targeted

social media circles?

The answer lies in the power of influence within the social networks


SOCIAL MEDIA ENGAGEMENT contd..

Level 1 RipplesDistribution through mainstream

media outlets (digital + analog)

(press, influencers, etc.)

Level 2 RipplesDistribution through “open” networks

(blogs, sites, feeds, widgets etc.)

Level 3 RipplesDistribution through “closed”

networks (Facebook, MySpace etc.)

Level 4 RipplesDistribution through individuals

(e-mail lists etc.)

Influence Ripples



Leveraging the power of Social media / networks,

marketing can be executed through different routes:


Viral Marketing

Influencer Marketing

Evangelist Marketing

Identifying and finding the influencers

Turning most loyal customers into

citizen marketers

Street Marketing

Interacting at popular gathering

places like shopping malls

Increases in brand awareness or to

achieve other marketing objectives


BRAND ADVOCACY even more important

thanbrand image or brand satisfaction


LAW of FEW10% influence

purchasing behavior

of other 90%

Being Social empowers two

important aspects in marketing:


Short Notes


CHECKLIST | ADOPTING A GLOBAL STRATEGY


Person-to-person talking

Talking by phone

Social media tools

SMS

E-mail

IM

Blogging

Video Blog

Writing

Checklist –Vehicles for Web Contagion

Short Notes

Utilizing all the possible

channels that are available

will result in an effective

marketing contagion on the

worldwide web.


The internet and related technologies that come under the

new media umbrella play a highly significant role as the

most powerful business channels in today's globalized

business world.

The concept of tourism has shifted away from being a one

dimensional experience to that of a multifaceted one.

Adopting a sound global strategy NOW will be the best

thing you can do for your business sales & development.

Short Notes

Adopting a Global Business

Strategy


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