Email marketing firm Silverpop said that as the travel and tourism industry looks toward a recovery -- albeit gradual -- its clients are increasingly turning to interactive marketing, including email, to stand out.
One Silverpop client is fellow agency eBrains, which has a core competency in tourism marketing. EBrains says about 60% of its clients in the industry expect to boost email marketing budgets in 2010 (a similar number to 2009, so increases may be on top of those). EBrains, which lists clients that include the groups behind the "I Heart New York" and "Virginia is For Lovers" campaigns, has employed e-newsletters and targeted special offers to generate interest via inboxes.
EBrains executive Matthew Gordon stated that email marketing is "a versatile channel that can be used strategically for brand building and tactically" for promotions.
Silverpop said it is also working with the Georgia Aquarium and two United Kingdom entities (a rail company and trade association for London theater operators) to use email to boost traffic during the downturn. The Atlanta-based aquarium employs email to drive online ticket sales, Silverpop said, and the attraction has an email list of some 620,000 addresses.
For East Coast, the British rail company, there was an emphasis on share-to-social links in emails, Silverpop said. The firm has offices in the U.K. as well as Germany and Australia.
Sara Borland, brand and communications controller at East Coast, stated: "In a recent 'one-way fares' campaign, hundreds of customers shared the offer on their social networking pages on Digg, Facebook and MySpace. Seventeen percent of posted links garnered at least one open, and 33 percent who opened a post, then clicked. These are people we may never have reached otherwise."
dimanche 31 janvier 2010
dimanche 24 janvier 2010
Booking a holiday: online or travel agent?
Which way? ... one of the first decisions about a big trip is how to book it.
Mark Juddery reports on the latest trends in flight and holiday bookings.
Worldwide, a quarter of all travel bookings last year were made online. And in the US, the number of main-street travel agencies has halved in the past decade as travellers go straight to the web. In Australia, traditional travel agents are still popular but the future may not be so bright. Business information analyst IBISWorld predicts a difficult year for these agents, following the further decline in international tourism and the growth in online booking sites.
But before you mourn the impending doom of the shopfront travel agent, note that the projected losses are not as bad as expected: a 1.9 per cent fall in revenue for this year (to $2.71 billion), and a 1.3 per cent decrease in employment.
Meanwhile, online travel is growing rapidly.
A recent Jigsaw Research-Google Travel Study suggests that, however they are reserved, 77 per cent of all trips booked in Australia are at least researched online.
But another study by the US-based Forrester Research sends another message: a small but growing number of travellers are losing interest in travel sites. The study surveyed 4634 adults, all of whom use travel sites. Only 46 per cent of respondents say they enjoy booking travel online - down from 53 per cent in 2007.
The change was significant enough for some media to investigate. Toronto's Globe and Mail spoke to Lea Pawloski, a Canadian woman who used a major online agency to book flights for her honeymoon - and found $C900 ($942) debited from her credit card but no reservation.
This was followed by 10 days of phone calls and hours left on hold. "After that," she said, "I decided to go with a travel agency in my neighbourhood."
Online travel doesn't have an exclusive on horror travel stories. Yet the convenience of internet bookings still can't compare with talking to an expert travel agent - as Sharon Ireland, of Turramurra, 25, recently discovered.
Like many people her age, she has travelled extensively without ever setting foot in a travel agency. But recently, she was converted when friends used a shopfront travel agency to book a trip to Thailand.
"The personal knowledge, hints and assistance with adjusted travel plans ensured their travel was seamless," she says. "This has prompted me to do the same for the future."
Despite some industry concern when websites such as Travelocity and Zuji first entered the Australian market, our neighbourhood travel agents have not suffered as they have in the US. "Americans travel differently," Flight Centre spokesman Haydn Long says.
"They go to the Caribbean or the other side of the country. They aren't very adventurous travellers. Australians are going to the UK or Asia. It's much more complicated."
According to Long, Flight Centre still conducts 95 per cent of its business over the counter.
The global recession of last year, however, saw an increase in online travel, as Australians chose to stay closer to home, taking simpler, easy-to-book options such as New Zealand and Singapore.
"Customer inquiry [in shopfronts] was as good as it's ever been," Long says. "But people sat back and waited to see if they still had a job."
Mark Juddery reports on the latest trends in flight and holiday bookings.
Worldwide, a quarter of all travel bookings last year were made online. And in the US, the number of main-street travel agencies has halved in the past decade as travellers go straight to the web. In Australia, traditional travel agents are still popular but the future may not be so bright. Business information analyst IBISWorld predicts a difficult year for these agents, following the further decline in international tourism and the growth in online booking sites.
But before you mourn the impending doom of the shopfront travel agent, note that the projected losses are not as bad as expected: a 1.9 per cent fall in revenue for this year (to $2.71 billion), and a 1.3 per cent decrease in employment.
Meanwhile, online travel is growing rapidly.
A recent Jigsaw Research-Google Travel Study suggests that, however they are reserved, 77 per cent of all trips booked in Australia are at least researched online.
But another study by the US-based Forrester Research sends another message: a small but growing number of travellers are losing interest in travel sites. The study surveyed 4634 adults, all of whom use travel sites. Only 46 per cent of respondents say they enjoy booking travel online - down from 53 per cent in 2007.
The change was significant enough for some media to investigate. Toronto's Globe and Mail spoke to Lea Pawloski, a Canadian woman who used a major online agency to book flights for her honeymoon - and found $C900 ($942) debited from her credit card but no reservation.
This was followed by 10 days of phone calls and hours left on hold. "After that," she said, "I decided to go with a travel agency in my neighbourhood."
Online travel doesn't have an exclusive on horror travel stories. Yet the convenience of internet bookings still can't compare with talking to an expert travel agent - as Sharon Ireland, of Turramurra, 25, recently discovered.
Like many people her age, she has travelled extensively without ever setting foot in a travel agency. But recently, she was converted when friends used a shopfront travel agency to book a trip to Thailand.
"The personal knowledge, hints and assistance with adjusted travel plans ensured their travel was seamless," she says. "This has prompted me to do the same for the future."
Despite some industry concern when websites such as Travelocity and Zuji first entered the Australian market, our neighbourhood travel agents have not suffered as they have in the US. "Americans travel differently," Flight Centre spokesman Haydn Long says.
"They go to the Caribbean or the other side of the country. They aren't very adventurous travellers. Australians are going to the UK or Asia. It's much more complicated."
According to Long, Flight Centre still conducts 95 per cent of its business over the counter.
The global recession of last year, however, saw an increase in online travel, as Australians chose to stay closer to home, taking simpler, easy-to-book options such as New Zealand and Singapore.
"Customer inquiry [in shopfronts] was as good as it's ever been," Long says. "But people sat back and waited to see if they still had a job."
dimanche 10 janvier 2010
Expedia.com rebrands: “Where You Book Matters”
January 07, 2010 | Online Travel
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Expedia seeks to change the mindset of many travelers that it doesn't really matter where you actually book your travel. Its new campaign will communicate the reasons why booking with Expedia.com makes all the difference.
As reported earlier, Expedia.com unveiled changes to its brand built around a simple yet powerful premise: “Where you book matters.” The new tagline summarizes the strategy behind the new brand campaign launched over the holidays, which includes the new tagline, a redesigned brand logo, and an integrated advertising campaign initially featuring TV, print, outdoor, and online executions. The company’s signature “dot.com” chorus will remain in place.
“We seek to change the mindset of many travelers that it doesn’t really matter where you actually book your travel. Our new campaign will communicate the reasons why booking with Expedia.com makes all the difference, namely because of the superior value, ease and convenience Expedia.com offers,” said Paul Leonard, vice president of brand marketing at Expedia.com. “We’re also choosing to strike a different tone in our advertising than the rest of the industry, one that recognizes that our travelers are confident people looking for a terrific partner to get them the trip that they want, and are not helpless people in need of a protector.”
The launch of Expedia.com’s new brand campaign marks the midpoint of a process that began in early 2009, when the company began a rigorous search for a new advertising agency. That process culminated in July, when Expedia.com announced that The Martin Agency had bested a field of more than 100 top firms to be its creative agency of record.
Expedia.com is rolling out a series of nationally broadcast television ads in 2010. The first TV spot, “Girls’ Weekend,” introduces a visual metaphor of “building blocks” that represent the unique and personal way in which travelers interact with Expedia.com to plan and book their travel. “Girls’ Weekend” was directed by acclaimed director Sophie Gateau, as were each of Expedia.com’s first three TV spots in the campaign.
Expedia.com’s new logo, featuring a more classic and timeless design while maintaining the visual expression of the globe and a plane, was designed by LPK, a leading international design agency headquartered in Cincinnati, Ohio.
“If consumers continue to get bombarded with messages that imply that they have no control over their travel fate, they’ll start to believe it,” said Halle Hutchison, director, brand marketing, Expedia.com. “And when the moment arrives when their research is complete and they click to book, they’ll experience worry rather than excitement. And that’s a shame. Because travelers who book with Expedia.com can be confident that they got the right trip at a great price.”
January 07, 2010 | Online Travel
Email this article Print this article
Expedia seeks to change the mindset of many travelers that it doesn't really matter where you actually book your travel. Its new campaign will communicate the reasons why booking with Expedia.com makes all the difference.
As reported earlier, Expedia.com unveiled changes to its brand built around a simple yet powerful premise: “Where you book matters.” The new tagline summarizes the strategy behind the new brand campaign launched over the holidays, which includes the new tagline, a redesigned brand logo, and an integrated advertising campaign initially featuring TV, print, outdoor, and online executions. The company’s signature “dot.com” chorus will remain in place.
“We seek to change the mindset of many travelers that it doesn’t really matter where you actually book your travel. Our new campaign will communicate the reasons why booking with Expedia.com makes all the difference, namely because of the superior value, ease and convenience Expedia.com offers,” said Paul Leonard, vice president of brand marketing at Expedia.com. “We’re also choosing to strike a different tone in our advertising than the rest of the industry, one that recognizes that our travelers are confident people looking for a terrific partner to get them the trip that they want, and are not helpless people in need of a protector.”
The launch of Expedia.com’s new brand campaign marks the midpoint of a process that began in early 2009, when the company began a rigorous search for a new advertising agency. That process culminated in July, when Expedia.com announced that The Martin Agency had bested a field of more than 100 top firms to be its creative agency of record.
Expedia.com is rolling out a series of nationally broadcast television ads in 2010. The first TV spot, “Girls’ Weekend,” introduces a visual metaphor of “building blocks” that represent the unique and personal way in which travelers interact with Expedia.com to plan and book their travel. “Girls’ Weekend” was directed by acclaimed director Sophie Gateau, as were each of Expedia.com’s first three TV spots in the campaign.
Expedia.com’s new logo, featuring a more classic and timeless design while maintaining the visual expression of the globe and a plane, was designed by LPK, a leading international design agency headquartered in Cincinnati, Ohio.
“If consumers continue to get bombarded with messages that imply that they have no control over their travel fate, they’ll start to believe it,” said Halle Hutchison, director, brand marketing, Expedia.com. “And when the moment arrives when their research is complete and they click to book, they’ll experience worry rather than excitement. And that’s a shame. Because travelers who book with Expedia.com can be confident that they got the right trip at a great price.”
Aggregators' travel sites - Entire presentation
http://www.screencast.com/t/MmM5YWUy - Entire presentation
Question by question
1. http://www.screencast.com/t/OGU3NDcwNz
2. http://www.screencast.com/t/MDZiNjVh
3. http://www.screencast.com/t/NzU4Mjhk
4. http://www.screencast.com/t/NmJlNTc3O
Question by question
1. http://www.screencast.com/t/OGU3NDcwNz
2. http://www.screencast.com/t/MDZiNjVh
3. http://www.screencast.com/t/NzU4Mjhk
4. http://www.screencast.com/t/NmJlNTc3O
dimanche 3 janvier 2010
TripWolf vs Boo
Check out this SlideShare Presentation:
TripWolf vs Boo
View more presentations from matthieu19.
samedi 2 janvier 2010
2010: The Year Marketing Dies... poor ned better off deadImage by yewenyivia Flickr ...(Subtitled) Or at Least Marketing as We Know It!
http://www.hotelmarketing.com/index.php/content/article/2010_the_year_marketing_dies/
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