1. A HUGE THANKS TO OUR PARTNERS PRESENTED BY WiFi network: STC_studio pw: snapple1627 THE TRAVEL MARKETING SUMMIT 2. A HUGE THANKS TO OUR PARTNERS PRESENTED BY WiFi network: STC_studio pw: snapple1627 THE TRAVEL MARKETING SUMMIT 3. Map of the HotelTonight POINT OF PURCHASE 4. MOBILE OPTIMIZATION CURATION DESIGN LESS IS MORE 5. CURATION LOCATION QUALITY HOTEL TYPE 6. DESIGN SIMPLE BEAUTIFUL USEFUL 7. LESS IS MORE LIMIT OPTIONS FEWER DECISIONS 8. Performance marketingINSTALL FIRST EXPERIENCE CONVERSION REPEAT Brand marketing Local marketing Curation Relevance Price Information Purchase Customer Experience Retargeting 9. A HUGE THANKS TO OUR PARTNERS PRESENTED BY WiFi network: STC_studio pw: snapple1627 THE TRAVEL MARKETING SUMMIT 10. @Make_it_S ocial 11. GROUP BOOKING TECHNOLOGY Solving the pains of booking with your friends. @Make_it_S ocial 12. @Make_it_S ocial THE MISSED OPPORTUNITY 13. makeitsocial.com @Make_it_Socialeddie@makeitsocial.com 14. A HUGE THANKS TO OUR PARTNERS PRESENTED BY WiFi network: STC_studio pw: snapple1627 THE TRAVEL MARKETING SUMMIT 15. A HUGE THANKS TO OUR PARTNERS PRESENTED BY WiFi network: STC_studio pw: snapple1627 THE TRAVEL MARKETING SUMMIT 16. the new path to purchase 17. the new guidebook 18. Social networking, video or photo sites (Net) 81% Search engines 57% Travel review sites/apps 36% Destination-specific sites/apps 26% Daily Deal sites/apps 23% YouTube 35% Google+ 11% Which online sources typically inspire you to start thinking about your leisure trips? Source: Googles Travelers Road to Decision, 2014. 19. The promise of Instagram 1. Millennials 2. Smartphones 3. In-market 4. Visual 5. If done well, viral The allure of influencers Cole Rise 962K followers Pei Ketron 875K followers Foster Huntington 975K followers 20. Approach 1 - Rely on influencers Approach 2 - Rely on the masses 21. Content is king and tourism marketers are realizing that giving travelers a place to dream about, even before they are ready to book, is key to building a brand and relationship with future visitors. - SKIFT especially 22. the simple revolution 23. +121%mobile revenues yoy 24. more to explore 25. #in-destination 26. The Full Value of Mobile 91% of travelers use their smartphones on vacation Source: TripAvisor TripBarometer Study 2013 27. 58% Source: SKIFT. of spending still happens in-trip 28. so what? 29. Awareness Considerati on Purchase Loyalty 30. @GoogleTravel 31. A HUGE THANKS TO OUR PARTNERS PRESENTED BY WiFi network: STC_studio pw: snapple1627 THE TRAVEL MARKETING SUMMIT 32. DATA OPTIMIZATION AND REPORTING VIZUALIZATION By Tiana GAMEZ ATOUT FRANCE 33. WINE REGIONS CAMPAIGN 34. KPI Digital Campaign Key results 2014 Total Impressions 4,943,947 Total votes 123,065 Total clicks on medias 110,321 Total leads 68,402 Total CPC 0.70$ Total CPL 0.43$ Digital Campaign Result Key Results 2013 Total Impressions 14,992,313 Total Votes 12,427 Total clicks on medias 91,742 Total Leads 6,560 Total CPC $0.95 Total CPL $12.78 35. FRANCEWINETRAVEL.COM 36. DATA ANALYSIS 37. SWEEPSTAKES ANALYSIS Bordeaux- Aquitaine 12% Champagne 15% Dijon-Macon 10% Loire-Valley 20% Midi-Pyrenees 19% Provence 12% Rhone-Valley 12% VOTES PER REGION 15% 15% 16% 15% 11% 14% 13% VOTES PER CATEGORY Accommodations Culinary Cultural Historical Unexpected Vineyards Wine Tasting 59590 68402 2801 0 10000 20000 30000 40000 50000 60000 70000 80000 Partners e-news Club France e-news Facebook likes ACQUISITION 38. DATA OPTIMIZATION AND REPORTING VIZUALIZATION Jean DOUCHET Partner, Plan & Board