Post on 17-Jun-2015
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Brand is keyMake sure your customers assist it, rather than destroy it!
Steve Endacott
costs are strangling travel!
Online advertising cost’s escalating.• PPC cost continue to increase at more than 10% PA.• Growth of mobile is reducing conversion levels.• Multi platform booking paths are hard to track and measure ROI
effectively.• Few player’s are making money from PPC
Brand traffic is vital.• OTA’s are investing in off line advertising• Big brands have a major advantage• Successful brands turn customers into advocates
Social media is a double edge sword
Consumer Reviews Consumers voices have been massively amplified. Bad service is exposed very quickly. Brands need to reply
quickly and effectively to Facebook, Twitter or complaint forums
Good Google star ratings reduce advertising costs. Engaging middle 80% of customers is vital Tripadvisor dominates hotel Reviews – Just accept it!
Making recommendation online Offline Travel agents continue to perform this role, but
online players are relatively weak. Choice over load is here. Customers are visiting 23 sites! Value search’s combining price and consumer rating are
becoming more important – Make a recommendation.
How to make customers advocatesLions tour to South Africa.Friend get friend strategies using email and social
media.
Re-engineering Booking process.Ticketing later to facilitate groupsAccommodation allocations etc to
Off the shelf Social media Tools.Make it Social Builds groups using facebookCash back based on group sizeDeposits and payment tools.
Creation of high quality email quotes Uses T-Profile System. Production of multi-centre quotes, monitoring and follow up. Allows less experienced staff to create complex quotes
Inspiration Every quote can be published online and indexed. Bi-weekly email to customer who is asked to rank each trip Key objective is to build brand awareness Results captured to allow personalisation.
case study
Personalising the crowd
What have people like me enjoyed? To simple to assume friends are “Like us” e.g. Trip Advisor
Enter you profile and get “Match’s” Perfect example of “Personalising the Crowd”
People who brought this also brought. Recommended for your watching
Personalisation..BIG win for travel
but what are you doing?