european tour operators association (etoa) · pdf filesource: ystats, 2012 . b2b marketing...
TRANSCRIPT
European Tour Operators Association (ETOA)
Maximise your B2B marketing:
How to connect with the travel trade?
Quick Facts
Established since 1989
€5.5bn in
product purchasing
600 Members
Members located in 35
countries worldwide
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
ETOA Members: Global Buyers
ETOA Members: European Suppliers
Hotels & Hotel chains
Tourist Boards
Tourist Attractions
Transport
Tourism services
ETOA Members: European Suppliers
What we do?
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
VOICE
What we do?
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
EVENTS
Profile raising, marketing services
Targeted email communications, newsletters,
new member introduction
Free legal, taxation and technology hotlines
Online resources
Use of ETOA logo
What we do?
SERVICES
What we do?
What we do?
What we do?
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
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 email
Source: PhoCusWright, 2011/12
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)
Pie chart slide
Search Engine Hotel/Destination OTA Travel agent
Type of website used by online travellers worldwide to research their last trip
Source: PhoCusWright, 2011/12
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
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
B2B marketing know-how
B2B website
E-marketing campaigns
Fam-trips
Other travel trade events
Other options
- sponsorship
B2B marketing know-how
B2B Website
How many suppliers in the room have a trade-specific
website?
B2B marketing know-how
B2B Website
B2B marketing know-how
Navigation & Content:
Where to go?
B2B Website
Navigation & Content:
What to include?
About
Statistics
Photo & logo resources
Promotions (cards, events etc.)
B2B marketing know-how
B2B Website
B2B marketing know-how
E-marketing campaigns
B2B marketing know-how
Create a strategy
- centralised activities
- calendar
Schedule around important industry events or promotion
deadlines
Consistent email branding (same as website/product)
Clear and friendly FROM address
Target
- trade specific invites
- promotions
E-marketing campaigns
B2B marketing know-how
Fam-trips and trade events
Athens Fam trip
Paris Workshop in
London
• Workshops • Exhibitions
B2B Events
More than 8 out of 10 business executives said they prefer in-person, face-to-face meetings to technology-enabled ones.
Source: Forbes, 2008
Other
• Print materials & Direct mail
• Sponsorship
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Category A Category B Category C Category D
111.333 111.555 111.333 111.555
444.555 444.333 444.555 444.333
111.222 222.333 111.222 222.333
222.555 555.333 222.555 555.333
333.444 333.111 333.444 333.111
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1.8
2.8
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Category 1 Category 2 Category 3 Category 4
Series 1 Series 2 Series 3
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Find further details, please visit: www.etoa.org Phone: +44 20 7499 4412 Email: @etoa.org
Thank you for your attention!