European Tour Operators Association (ETOA) Maximise your B2B marketing: How to connect with the travel trade?
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1 European Tour Operators Association (ETOA) Maximise your B2B marketing: How to connect with the travel trade?
2 Quick Facts Established since Members Members located in 35 countries worldwide 5.5bn in product purchasing
3 ETOA Members: Global Buyers Group & FIT Operators Wholesalers Online Intermediaries City Break, Cultural Holiday and Coach Operators Group Travel Organisers Luxury Travel Experimental and Educational Travel Operators MICE Specialists
4 ETOA Members: Global Buyers
5 ETOA Members: European Suppliers Hotels & Hotel chains Tourist Boards Tourist Attractions Transport Tourism services
6 ETOA Members: European Suppliers
7 What we do? VOICE Political support and lobbying - Tax in tourism (TOMS, PTD) - Visas - Tour guiding Represent member s interests International industry network Publish research reports and raise industry s profile
8 What we do? EVENTS B2B Supplier Meet Buyer Workshops - City Fair - MAMA - GEM - HEM Product purchasing platform of European destinations, accommodation, sightseeing and attraction services Seminars Networking and fam-visits
9 What we do? SERVICES Profile raising, marketing services Targeted communications, newsletters, new member introduction Free legal, taxation and technology hotlines Online resources Use of ETOA logo
10 What we do?
11 What we do?
12 What we do?
13 Maximise your B2B marketing: How to connect with the travel trade Using ETOA s 20 years of experience working with the travel trade Drawing on case studies and best practice from member companies, partners and ETOA event attendees Bringing comments directly from 200 buyer members
14 B2B vs B2C Hotels, destinations and tourism suppliers use both business-to-business (B2B) and business-to-consumer (B2C) marketing B2B marketing: marketing a venue to tour operators, travel agencies and OTA through different channels B2C marketing: marketing a venue directly to tourists through online travel sites, direct mail and
15 Why B2B marketing? Influence of travel review websites growing BUT travellers in some markets still prefer to get their reviews from OTAs While travellers in France and the UK are more likely to be influenced by traveller review websites (the latter by a large margin), reviews on OTA websites continue to dominate in the US and Germany. BRIC economies still in majority use companies for arranging their trips (including visa services) Source: PhoCusWright, 2011/12
16 Pie chart slide Type of website used by online travellers worldwide to research their last trip Search Engine Hotel/Destination OTA Travel agent Source: PhoCusWright, 2011/12
17 Why B2B marketing? Clients who bought travel products online in 2011 made most purchases through OTAs, amounting to almost 50%, followed by search engines and websites of tour operators. Source: Travelmole, 2012
18 Why B2B marketing? Online travel agency bookings grew by almost 20% in Europe in 2011 compared to 2010 Working with the travel trade gives you advantage of their SEO Source: ystats, 2012
19 B2B marketing know-how B2B website E-marketing campaigns Fam-trips Other travel trade events Other options - sponsorship
20 B2B marketing know-how B2B Website How many suppliers in the room have a trade-specific website?
21 B2B marketing know-how B2B Website
22 B2B marketing know-how B2B Website Navigation & Content: Where to go?
23 B2B marketing know-how B2B Website Navigation & Content: What to include? About Statistics Photo & logo resources Promotions (cards, events etc.)
24 B2B marketing know-how E-marketing campaigns
25 B2B marketing know-how E-marketing campaigns Create a strategy - centralised activities - calendar Schedule around important industry events or promotion deadlines Consistent branding (same as website/product) Clear and friendly FROM address Target - trade specific invites - promotions
26 B2B marketing know-how Fam-trips and trade events Paris Workshop in London Athens Fam trip
27 Workshops Exhibitions
28
29 B2B Events More than 8 out of 10 business executives said they prefer in-person, face-to-face meetings to technologyenabled ones. Source: Forbes, 2008
30 Other Print materials & Direct mail Sponsorship
31 Table slide Table title Small description of the table contents and its conclusions Category A Category B Category C Category D
32 Chart slide Chart title Small description of the chart contents and its conclusions Category 1 Category 2 Category 3 Category 4 Series 1 Series 2 Series 3
33 Pie chart slide Chart title Small description of the chart contents and its conclusions 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
34 Thank you for your attention! Find further details, please visit: Phone:
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