digital marketing & communication strategy tourism & conventions 2013 - 2016

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Digital Marketing & Communication Strategy Tourism & Conventions 2013 - 2016

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Page 1: Digital Marketing & Communication Strategy Tourism & Conventions 2013 - 2016

Digital Marketing & Communication Strategy

Tourism & Conventions2013 - 2016

Page 2: Digital Marketing & Communication Strategy Tourism & Conventions 2013 - 2016

Digital Marketing & Communication Strategy

1. Analysis of the digital setting @ AT&C today (SWOT)

• Facts & figures (research in Belgium and abroad)• Recent digital trends → how do these trends influence Antwerp as a

travel destination

2. Working Method (for next few years)

• Conditions (technological aspect, staff) → point of focus: online communication with ≠ target groups (This Is Antwerp // Fashion in Antwerp)

3. Digital Marketing & Communication Strategy • Phase 1• Phase 2

Page 3: Digital Marketing & Communication Strategy Tourism & Conventions 2013 - 2016

Analysis1. Digital setting @ AT&C today• Website– www.visitantwerpen.be– www.thisisantwerp.be– www.fashioninantwerp.be

• Social media•

( visit Antwerp / Antwerp City of Fashion / thisisantwerp)

( Visit Antwerp / Fashion Antwerp / thisisantwerp)

(visitantwerpen)

• Other: Yammer, instagram, e-newsletters, mobile apps,…

Page 4: Digital Marketing & Communication Strategy Tourism & Conventions 2013 - 2016

Analysis → Facts & Figures!• Study Visit Flanders: what are the most important

resources to get information and get

inspired when looking for a travel destination?

– 67% didn’t contact a local tourist office directly– 29 % consulted websites from Antwerp

(Source: Kunststedenonderzoek Visit Flanders in 2011)

Vakantiebeurs/reisbeurs

Andere informatiebronnen

Tv, radio of geschreven pers

Toeristische brochures, folders

Brochure touroperator, reisbureau, reisorganisator

Reisgids, toeristische gids

Informatie van vrienden, familie of kennissen

Online informatie en websites

0 10 20 30 40 50 60

Informatie

Inspiratie

Page 5: Digital Marketing & Communication Strategy Tourism & Conventions 2013 - 2016

Analysis → Facts & Figures!

• 54 % travelled without a mobile or digital device(→ Those who had one, didn’t use it often)

(Source: Kunststedenonderzoek Visit Flanders in 2011)

Laptop

Tablet PC

Smartphone

Draagbare DVD-speler

Draagbare muziekspeler zoals mp3, mp4, ...

Draagbaar GPS-toestel om te wandelen/fietsen

Geen van deze toestellen

0 10 20 30 40 50 60 70 80 90

bijhebben bijhebben & gebruiken

Page 6: Digital Marketing & Communication Strategy Tourism & Conventions 2013 - 2016

Analysis → Facts & Figures!

• 90 % of the visitors were individual travellers• More than 70% of the visitors booked online

– (booking.com / hostels.com / youthhostels.com / …)

(Source: Kunststedenonderzoek Visit Flanders in 2011)

Website van logieseigenaar of -uitbater

24%

Website van een online reisbureau of touroperator

14%

Website van boekings-organisaties zoals book-

ing.com57%

Website van een transport-maatschappij

1%Andere website

3%

Page 7: Digital Marketing & Communication Strategy Tourism & Conventions 2013 - 2016

Analysis → Facts & Figures!• Research abroad

How U.S. and European travelers decide where to go• US

– 112 milion Americans took at least 1 holiday last year (min. 100 km of their home)• 76 % consulted online resources• 54 % used mobile websites and apps for travel information• 46% used information from an online travel agency• Only 6 % used social networks for info• 12% think that suggestions from friends and family are very imortant

• FRANCE– 20 milion French took at least 1 holiday last year (min. 100 km of their

home)• 80% consulted online resources• 24 % used traditional (printed) travel guides and 16 % was adviced by a travel agent• 39% gets influenced by suggestions on social networks

Page 8: Digital Marketing & Communication Strategy Tourism & Conventions 2013 - 2016

Analysis → Facts & Figures!• GERMANY

– 29 milion Germans Duitsers took at least 1 holiday last year (min. 100 km of their home)• 46% likes to have control on all aspects of their journey

→ they desire a lot of info of the destinations• 84 % used min. 1 website

→ 35% preferably destination websites• 39% gets influenced by suggestions on social networks• 30% gets influenced by interactive maps and online videos

• UK– 21 miljoen Brittish took at least 1 holiday last year (min. 100 km of

their home)• 67% believe that review websites are useful

→ 36% uses these website to choose a destination• 37% gets influenced by suggestions on social networks• 13% used mobile websites and apps for information

(Source: Phocus Wright’ destination unknown: How U.S. and European travelers decide where to go)

Page 9: Digital Marketing & Communication Strategy Tourism & Conventions 2013 - 2016

Analysis → Facts & Figures!• US is definitely a trendsetter

– Online travelmarket increased from 0,1% in 1998 to 51% in 2012

• 40% of the international travellers has a smartphone– Device is being used during the journey

• Gain information (80%)• Search for local activities (63%)• Gain general info (53%)

(Bron: New Media Trend Watch, 2012)

→ Prognosis Worldwide MobileCommunications Device Market Share,Gartner, 2011

Symbian (Nokia)0.10%

Android (HTC,

Samsung,…)

48.80%

Research in Motion (Blackberry)

11.10%

iOS (Apple)17.20%

Microsoft 19.50%

Other operating systems3,30%

 Prognosis Operating Systems2015

Page 10: Digital Marketing & Communication Strategy Tourism & Conventions 2013 - 2016

Analysis → Conclusion

• World gets more digital every day→ Online sources are the most important resources to gain information and get inspired when searching for a destination (Visit Flanders)→bookings: mostly online

→similar trends in other countries (websites are the most important sources when choosing a destionation)

→ 40% of international travellers have a smartphone• 80% uses this device to gain information

→ In Flanders facts & figures on smartphone use aren’t comparible

• People have a smartphone but don’t tend to use it (roamingcosts? Not enough WIFI spots)

Page 11: Digital Marketing & Communication Strategy Tourism & Conventions 2013 - 2016

Working Method

• General information in 2 ways1. citytrippers / (media)professionals

→ visitantwerpen.be similar to other destination sites (increase of 8% by 2016)

→ redirect from thematical sites, social networks and websites of our partners.

Staff

– Online employee (coördinatie) + frontdesk employees (knowledge + updating info)

– Outsourcing: external editors / copywriters / bloggers spread content about Antwerp as a travel destination

Page 12: Digital Marketing & Communication Strategy Tourism & Conventions 2013 - 2016

Working Method2. ≠ target groups

→ thematical websites for USP’s en niches

– Fashion: fashioninantwerp.be + app– Gastronomie: smaakmeesters.be– Jongeren: thisisantwerp.be + app

Staff

– Online employee (coördinatie) + frontdesk employees (knowledge + updating info)

– Outsourcing: external editors / copywriters / bloggers spread content about Antwerp as a travel destination

dream• themasites• bloggers• social media

reisspecifiek

research• visitantwerpen.be• partnerkanalen

book• boekingmodule• online ticketing

experience• locatie gebaseerde

informatie, real time• mobiel• belevingsproducten

share• bezoekervaringen• klachtbehandeling

Page 13: Digital Marketing & Communication Strategy Tourism & Conventions 2013 - 2016

Working MethodBASISDATA: evenementen, locaties, toeristische cijfers, contacten,…

UITDATABANK TOERISMEDATABANK BAROMETERS TVL

CRMGIDSENAPPLICATIE BEELDBANK

WEBSITE INFOZUILEN

EXTERNE OUTPUT BACK OFFICE DASHBOARD KLANTENKANALEN

Request for proposalVenuefinder/Roomfinder-bookingTicketing/online shopSelecte informatie

Roomfinder-boekingTicketingSelecte informatie

Back office gebruikTicketing/shopRoomfinder/boekingUitgebreide informatiestatistieken

CitytripplannerToerisme Vlaanderen Layar, …Thisisantwerp website,Informatie tags bij locaties,Mode applicatie

TOERISTISCHE DATA REFERENTIESYSTEEM

Externe bronnen

Interne bronnen

Verzameling en verrijking van gegevens: locaties, venues, evenementen,…

Page 14: Digital Marketing & Communication Strategy Tourism & Conventions 2013 - 2016

Working Method

• Important focus point in 2013 = new website (visitantwerpen)– Prospection: partner to work out a digital marketing & communication

strategy • How do we communicate and what role has our website

– Phase 2: development of a new website• Conclusions and results of phase 1

Page 15: Digital Marketing & Communication Strategy Tourism & Conventions 2013 - 2016

Digital Marketing & Communication Strategy – Specifications

1. Phase 1: Strategic study- Current online situation (analysis + recommendations for

imporvement)- Strategic advice (advice online communication, SEO and conversion,

monitoring and research,…)- Trends (internet & mobile trends)- Tourist data (social media use, content in multiple languages,…)- Technically realistic (technical feasibility of the stragegy)

2. Phase 2: Converting strategic study into a digital, tailor-made concept- Implemantation of the strategy - Practical plan for building most suitable applications and features into

the digital platform