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?