THE WAY MARKETING & COMMUNICATION IN TRAVEL SHOULD BE DONE. Mirko

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1 THE WAY MARKETING & COMMUNICATION IN TRAVEL SHOULD BE DONE. Mirko

2 Travel Appeal 2014 BIG DATA FOR TRAVEL INDUSTRY

3

4 THE WAY WE TRAVEL IS CHANGING

5

6 PEER-TO-PEER TRUST

7 (c)

8 Travel Appeal % Begin researching online before deciding where or how they want to travel. SOURCE OF INSPIRATION TRAVEL PLANNING SOURCES Family, friends or colleagues Internet 62% 80% The internet is as essential for inspiring new travel as it is for planning travel. 61% 39% 30% Internet TV Magazines/Newspapers 49% 28% 18% Family, friends or colleagues Informational brochures TV 25% Informational brochures 18% Magazines/Newspapers 17% Books 14% Travel agencies 9% Travel agencies 14% Books

9 Among online sources, travelers mostly rely on: Travel Appeal 2014 LEISURE TRAVELERS Search engines 60% 60% BUSINESS TRAVELERS Hotel websites Hotel websites 58% 57% Airline websites Airline websites 47% 53% Search engines OTA (Tripadvisor, Booking.com, etc..) 47% 48% OTA (Tripadvisor, Booking.com, etc..) Travelers surf the web for: LEISURE TRAVELERS BUSINESS TRAVELERS 59% Searching for their next trip 67% 58% Reading reviews by other users 55% 47% Search for a destination, a flight, hotels or a holiday after they have seen online AD 54% 47% Begin thinking about a holiday 48%

10 Travel Appeal 2014 "AS TRAVEL PLANNING AND BOOKING BECOME MORE DEPENDENT ON ONLINE TRAVELER REVIEWS AND OPINIONS, ONLINE REPUTATION MANAGEMENT IS PARAMOUNT FOR PROPERTY OWNERS. Brian Payea Head of industry relations, TripAdvisor

11 Travel Appeal 2014 PROBLEM HOW HOTEL OWNERS, OR STAKEHOLDERS IN THE TERRITORY, CAN BE AWARE ABOUT THE TOURISTIC APPEAL" OF THEIR OWN BUSINESS?

12 1 + 7 I SETTE PECCATI CAPITALI DELL ALBERGATORE (IN TEMA DI REPUTATION)

13 1 SUPERBIA

14 1 NOI NON ABBIAMO BISOGNO DEL DIGITALE

15 1

16 1

17 2 AVARIZIA

18 2

19 @MKL Il turista connesso produrrà più social impression di qualunque tua campagna a pagamento Gianluca Diegoli [mini]marketing

20 3 LUSSURIA

21 3 Da sempre sinonimo di classe ed esclusività, è l Hotel per eccellenza di chi voglia vivere ***. in modo unico

22 ?? 3

23 4 INVIDIA

24 4 Servizio terribile. Non ci tornerò mai più

25 4

26 5 GOLA

27 5 HO UN SACCO DI FAN E FOLLOWER! (non mi sono costati molto )

28 5

29 6 IRA

30

31 7 PIGRIZIA

32

33 +1 L HOTEL PERFETTO ESISTE (ma non sei tu)

34 +1 Siamo l hotel perfetto per fare TUTTO!

35 +1

36 Travel Appeal 2014 REPUTATION MANAGER di NUOVA GENERAZIONE

37 Travel Appeal 2014 APPEAL? SENTIMENT ECOSISTEMA DIGITALE COME TI VEDONO GLI ALTRI COME TI PRESENTI REPUTATION CONTENUTI

38 DIGITAL STRATEGY REPUTATION (reviews & guest rating) GOVERNANCE SENTIMENT PERFORMANCE (buzz web & social) (DIGITAL) PR DICEMBRE 2014 DISTRIBUTION STEP 1 OFFERING DIGITAL ECOSYSTEM CONTENTS (QUALITY) REPUTATION e SENTIMENT* DIGITAL ECOSYSTEM* SOCIAL DOING* CONTENTS* APRILE 2015 COMUNICATION STEP 2 Travel Appeal 2014 FULL PERFORMANCE B DISTRIBUTION (economics)

39 Travel Appeal 2014 TRAVEL APPEAL INDEX MORE THAN VARIABLES AND EIGHT TYPOLOGIES OF DESTINATION BIG COUNTRY SMALL REGION DESTINATION CITY HOTEL VENUE CULTURAL VENUE COUNTRY HOUSE / B&B

40 ALL IN ONE WITH A SINGLE TOOL YOU ARE ABLE TO MONITOR THE WHOLE WEB AND MANAGE YOUR ONLINE CHANNELS, SAVING MONEY AND CONSTANTLY VERIFYING THE REPUTATION OF YOUR DESTINATION.

41 YOUR HOTEL AT A GLANCE

42

43 Travel Appeal 2014 REPUTATION & SENTIMENT The reputation of an establishment is measured through the level of satisfaction expressed by your customers on all of the guest review channels and other websites, blogs and social networks. We semantically analyze conversations between people, to return to you the digital appeal of your establishment.

44 Travel Appeal 2014 DIGITAL ECOSYSTEM We analyze the technical quality and the effectiveness of your communication on your promotion and online sales channels notifying (Alerts) when you should improve or adjust your strategy.

45 Travel Appeal 2014 CONTENTS OWNED MEDIA Here we measure the effectiveness and the appeal - in terms of capabilities to sell and promote - of everything you are publishing on your social media channels to communicate your offer. We estimate how clear, correct, easy to understand, effective and consistent it is.

46 Travel Appeal 2014 IS THIS REALLY USEFUL?

47 THE BEST HOTELS WHICH ARE BEST REVIEWED, ARE BETTER PERCEIVED BY THE MARKET CAN THRIVE AT A PRICE DOUBLE THAN COMPETITORS! Results by Trivago.it Data samples of 25,009 italian hotels and 5,385,537 reviews collected from January 1st 2013 to October 31st 2013.

48 Travel Appeal 2014 index.travelappeal.com

49 TRAVEL APPEAL THANK-YOU

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